Piggy Lines

Piggy Lines — CCO / Film Director

The short version.

Business / Strategy / Creativity

I’m told I’m not a normal creative. It’s usually intended as a compliment. I love the business, the strategy and the creative parts of this industry. I think that makes me left and right-brained. I consider myself a problem solver, but I am still as hands-on as I was on day one. I have also been described as a reluctant entrepreneur having been persuaded to start and build several agencies. I have run global and regional teams and built brands and campaigns above, below and online. I’m often asked to help brands rediscover themselves. I help them focus on a “Red Thread” to layer all comms around the most powerful tool they have, their truth, The skill is in making it relevant again for today’s new global channels and audiences.

The long version (not quite War and Peace – it’s a 4-minute read).

I’m considered an automotive and brand expert having built bespoke agencies and led the creative offering globally for a number of brands. With oversight on all touch points and the remit to run the work through the sales funnel and across all markets. Today I am CCO for the Game, a custom-built agency group set up for BMW. I run the strategic creative direction for the global brand splitting my time between the offices in the UK and Germany. I am lucky to have an amazing team in both countries.

I built a reputation as one of the few creative leaders able to deliver true integration from top to bottom. I’d like to think it’s because I understand what each channel does best and how to join an idea up most powerfully - not in parallel, or matching words and pictures, but a fluid, idea-driven consumer journey that makes the most of each channel. 

I’ve run and built departments big and small. My approach is simple: help people find the best in themselves and inspire them to excel. I try to be generous in my approach while still setting a high benchmark. I lead from the front because I believe in setting the right example for both the department and the agency. I’m proud of the teams I’ve built and hope they would say the same of me. I believe I’m considered to be an inspiring leader and creative thinker.

As an agency partner, I like to have a firm grasp on the business. I know what excellent should look like across all areas, not just creative. I believe in the power of strategy, data and technology. I have a reputation for being persuasive in front of clients because I take the trouble to understand their business and try to always review briefs from their perspective. I have an insightful strategic mind and these days I write as much copy as I draw pictures. I maintain my core skills as a conceptual art director by rolling up my sleeves and getting stuck in. I’ve also started to direct commercials, something I’m keen to continue. 

Throughout my career, I’ve tried to maintain a sense of momentum. I think the only way to get better is to keep learning and making myself uncomfortable, broadening my skillset and remaining ahead of the next creative curve. I have tried to anticipate the changing needs of the new media mix and how brands needed to react. I usually do okay. I combine CCO/ECD skills with hands-on creative as well as film and stills directing, working with production companies both in the UK and Germany. In January 2022 I was appointed to Red Bull’s director roster. In summary, I’m passionate, motivated and collaborative; I have high standards and respect other people who have them too.

The Game / Looping

Today I am CCO for the Game, a custom-built agency set up for BMW. It is the central agency structure for the BMW client. I work daily with both BMW Group and BMW where I am privileged to help steer the direction of the brand communications. We describe the offering as Supradisciplinary, as it goes beyond the remit of most agency groups.
With teams in both the UK and Germany, we draw together a diverse set of skills from several agency specialisms, looking after strategy, campaign development, social, experiential, partnership, editorial, PR and Corporate communications. Beyond my creative and strategic tasks, the role also partners me with our COO in building and running the business. There is a second remit in the role as CCO international for Looping Group helping establish the Lopping offering in the UK.

The Milk Crate Club / Piggy & Partners

Founded in December 2019, as The Milk Crate Club then later as Piggy and Partners. I built a new type of offering combining the structure of the most agile production companies with elite strategic and creative talent. This model meant we were putting only the right people together around individual projects for the right amount of time. I offered a modular approach and a collaborative way for clients to engage. It made it possible to deliver cheaper, faster better. We delivered projects for global brands like Crowdstrike and Jaguar, producing their first long-form entertainment documentary on Sky TV. I also started working with a handful of individuals, often from exploration and extreme sports worlds, to help them shape their personal brand story, identity and values. I found these people inspiring to work with.

As Piggy & Partners, I help build teams focused on brand redevelopment projects to deliver expert consultancy, creativity and production, Among other projects we developed new brand positioning work for Twisted Automotive, Senseon cyber security and Norton Motorcycles. Working directly with the owners and C-Suite to focus their new brand positioning strategy and development of the new brand identity and communication approach right through to delivering the campaigns.

Carnage / Rogue

Carnage are the experts in doing one thing: automotive film production. I approached them with a concept for a new business model and a new skill set. Combining my specialism and team with theirs, to develop a deeper vertical expertise and an offering that would suit the new client and media needs.

As Creative Partner, I helped to build a new type of comms business, with strategic, creative and film/stills production expertise in one vertical specialism. Bringing in a lightweight, expert team, we developed work both directly and via agencies, for clients including McLaren, Bentley, Jaguar Land Rover and Honda – all while supporting the director talent on pitches for the much wider offering. It also allowed me to develop beyond ECD and business partner into a film director in my own right, taking projects from the client brief to delivery and broadcast. As well as developing film and stills production side by side within one shoot. Within Carnage, we built the offering that would turn into The Milk Crate Club.

Keko London

Creative Partner at Keko London. One of three partners, building a successful agency focused on the premium and luxury sectors. As Global Creative Director of Bentley, I'm proudest of the work we did to re-establish the Bentley Brand writing the ‘Be Extraordinary’ Brand positioning and end line and launching Bentayga, the brand’s first SUV. Developing Gigapixel, still the world’s largest and most detailed car image. This role gave me my first chance to direct as well as ECD projects. And it provided a springboard to a new business model.

Spark44.

Founding Partner. Spark44 was formed as a JV with Jaguar Land Rover. We reshaped the Jaguar brand, operating as a strategic partner, changing how agency/client relationships can be structured – all of which drove rapid sales growth. one of our 3 Global Creative Partners as well as the UK ECD (for our London and Birmingham offices) - supporting Creative Directors in London, Birmingham, Frankfurt, LA and Shanghai.

The "British Villians" Superbowl campaign for the launch of the F-type Coupe was a high point for me – I came up with the concept and delivered a fully integrated, cross-platform story that rolled out over several months from first tease film through to dealer support.  We collaborated with Oscar-winning director Tom Hooper, as well as Sir Ben Kingsley, Mark Strong and Tom Hiddleston.

Carlson.

When I joined Carlson, it had a reputation as a loyalty specialist but not as a creative agency. In two years I transformed the creative product. My simple plan: ask everyone to “Make yourself proud”. and they did. Highlights included helping to win the agency’s first creative awards for some years for Lurpak and the COI; the transformation of the Hyundai brand, including creating the tone of voice for all UK agencies to follow.

DLKW / Dialogue.

I joined DLKW Dialogue as the CD, with a brief to pull together its DM, Digital, SP, and Advertising disciplines. In 12 months, I reshaped the creative department, building a team of 35. I implemented a new working process, establishing a rapidly developing digital capacity, which in turn secured the agency’s first significant site builds.

Dialogue’s creative product changed beyond all recognition, allowing tighter integration with DLKW. Joined-up communications became the norm for the agency’s shared clients. In January 2007, I became a Creative Director of DLKW, where we delivered creative work across all media channels, concentrating on creating fluid customer journeys. The combined offering transformed DLKW into a credible integrated agency.

MRM.

At MRM, I led integrated teams on pitches locally, across EMEA and globally - including HSBC and Samsung. I also lead Microsoft and General Motors across Europe. Highlights included award-winning work for Opel that achieved results far beyond the expected response, a campaign for MSN that achieved an incredible 150% response, DRTV work for Norwich Union that achieved double the average industry response rates at half the cost per call, and a viral campaign for Microsoft that won a Silver Lion at Cannes, setting a global benchmark for their marketing.

Education.

University of Central England: 1990-1993, BA (Hons). Visual Communication – First Class
Bournville Art College: 1988-1990, National Dip. Graphic Design – Merit.

Experience in brief.

The Game CCO / Looping Group CCO Int — May 2022

The Milk Crate Club / Piggy&Partners: Founding Partner — Jan 2020 — Ongoing

Carnage Films: Creative Partner — January 2018—Jan2020

Keko London: Creative Partner ( Founding Partner ) — March 2014 — Sept 2017

Spark44: UK CD & Global Creative Partner ( Founding Partner ) – July 2011-March 2014. — ( Partner — Aug 2018 )

Carlson Marketing: ECD – October 2008-June 2011.

DLKW: Creative Director & Board Director – December 2005-October 2008.

MRM: Creative Director & Board Director – January 2002-December 2005.

STH: Senior Art Director – November 1998-January 2001. / Mustard: Creative Group Head – January 2001-January 2002. 

Claydon Heeley: Senior Art Director, September – 1997-November 1998.

IMP: Art Director – November 1995-September1997.

Brahm: Art Director – March 1994-October 1995.

Awards. 

I honestly don’t know how many, but fortunately quite a lot. They stopped being the focus a long time ago. I figure they don’t really matter and lots of people go towards winning them. I do know I have them from a very diverse cross-section of specialisms. WARC, EFFE, International Motor Film, AOP, Cannes Lions, Caples, Campaign Big, Direct Response, DMA, ECHO, EPICA, IMC, ISP, the Marketing Society, Marketing Week, Marketing Intelligence Awards, MMA Globes, NMA, Smart Awards, Pegasus Awards & SPCA.

I also judge awards, including DMA, Campaign Big and FAB. I sat on the DMA Creative Forum, and have spoken for the DMA on copywriting and the importance of the brand in direct communications — ( Not bad for an Art Director ).

Outside work.

Cars, I dream of cars (mostly fast ones) and am often to be found at Goodwood, usually with a camera in hand, I also seem to have developed a passion for watches, these three things go together I find. I defy gravity and physics and ‘sort of’ love to go road and mountain biking (or at least the downhill bits). I also love skiing and being in the mountains. I’m passionate about great food but allergic to alcohol (really). But life really revolves around the family: I’m husband to Kate, and father to Noah and Jacob.