What's in a name?

Piggy Lines — BRAND ADVISORY /
CHIEF CREATIVE OFFICER.

If you’ve got a stupid name, you’d better be good, because being memorable and bad, is a poor career path. It also means I learned the power of a strong brand and a good story early on. Today I help global brands to refocus and reimagine themselves while staying true to who they were. I help them remain relevant for their existing audiences and engage new ones, often on new channels. I also enjoy working with smaller businesses to help define theirs from the start. I can help you with yours.

I’m often told I’m odd—a creative who understands business. Thankfully, I’m also told I’m one of today’s most integrated and strategic creative directors. Today I’m considered an integration and Automotive expert, but my career has moved me across diverse sectors. Premium, luxury and lifestyle, high-net-worth individuals to finance and banking, to tech and cybersecurity, FMCG, and grocery. B2C and B2B. Today, I consult with a wide range of brands to help them find, refocus, and reimagine their future.

In a world of complexity, I help them to be clear, consistent, connected, and confident.I support business leaders, to set corporate missions, and find or refocus the brand visions. I’ve launched products by connecting their audiences in the most engaging and impactful ways, and I believe that earning their time is the most valuable thing a brand can achieve. I see the future of audience engagement in the blending of emerging technology, entertainment, and brand communication skill sets.

I’ve been a founding partner and helped build and lead three custom agencies: Spark44 for JLR, Keko for Bentley, and most recently, The Game for BMW. As the CCO responsible for the brand globally, I championed a ‘Red Thread’ approach to unify all teams, across all platforms and channels, delivering a clearer more consistent, and confident BMW focused on an optimistic future.

I believe that what brands do is more important than what they say they’re going to do. So I’ve dedicated my time to helping brands, big and small, behave in ways that prove it. I have worked with global CEOs and CMOs down through the business owner level to personal brand development. It makes no difference to my enthusiasm or engagement. I have expertise in automotive and mobility, security, finance, luxury, lifestyle, HNW, and UHNW categories, but I’ve also run accounts in every sector from FMCG to personal hygiene. My approach builds clarity, sales, and shareholder value. I have made everything from Superbowl spots to shelf barkers and all the media in between.

The work on this site isn't just projects where I was the creative lead. I've included projects where I was both hands- and head-on from strategy through concept to art direction, design, writing and directing film and stills. It's the work I'm most passionate about. You can see what it’s all about here. If you’d like to find out more about me and what I do, you can read the long version here. 

As ONE RED THREAD I work as part of a small elite team to plug into brands to work closely with the in-house team to resolve communications challenges quickly and efficiently. To navigate through positioning, strategy, creative development, craft, and production. We can help you with it all or just a part of the process.