About me
PIGGY LINES — CCO / BRAND STRATEGY / COMMERCIALS DIRECTOR.
When you have a stupid name, you learn the power of a good brand and a compelling story early on.
Today as CCO / MD at The Game I run teams and offices in Germany and the UK.
I take the role of lead creative for BMW and spend my time helping the board and CMO steer the brand. I lead the agencies developing fully integrated Suprediciplinary communications for both BMW Group and BMW cars. We set the strategic and creative direction for one for world’s great car brands, navigating a changing world, as well as overseeing it’s global communications.
I also have a creative consultancy business Piggy&Partners which allows me to build bespoke teams around projects outside of The Game. You can see some of what I do here: piggylines.com
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As a creative partner, I've now helped build three custom agency network offerings. Spark44 for Jaguar-Land Rover, Keko for Bentley and most recently The Game for BMW. I manage to balance a left-brain / right-brain approach by combining business, strategic and creative leadership. These roles allowed me to connect all agency functions under a single vision.
I have expertise in Global brand development, specifically in automotive and mobility, security, finance, luxury, lifestyle, HNW and UHNW categories, I have also led teams in every sector, from FMCG to personal hygiene. I am often engaged to help global brands refocus or reposition.
My approach builds clarity, sales and shareholder value. I have made everything from Superbowl spots to shelf barkers and all media in between. As an integrated creative lead I help launch products and services by connecting audiences in the most compelling and engaging ways.
I like ideas that connect and leverage channels as one cohesive approach. I also believe that the mix of entertainment with brand communications represents the future of audience engagement because earning time is the most challenging but important thing a brand can do.
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