DigitasLBi Hires Peter Drake as ECD for Kellogg’s Business
DigitasLBi has further boosted its
creative team by hiring the BAFTA-winning creative director Peter Drake as
Executive Creative Director for its Kellogg’s business.
Drake joins DigitasLBi from
Future Forever, a start-up he founded in 2014 which specialises in content,
branding and consulting for kids’ brands including Disney and Nickelodeon.
In his new role, Drake will
lead the creative output for Kellogg’s, following DigitasLBi’s appointment as
EMEA digital agency of record in June of this year.
Prior to setting up Future
Forever, Drake was Vice President, Creative Director at Nickelodeon UK. During
seven-years at the broadcaster, Drake was responsible for driving all creative
output for channels including Nickelodeon, Nick Jr. and Nicktoons, overseeing a
number of successful creative partnerships resulting in major commercially
funded events, and executive producing several long-form series. He also worked
closely with Sky Media to deliver revenue-driving branded content solutions for
clients including Lego and Unilever.
Before joining Nickelodeon,
Drake was Senior Creative and Brand Director for Cartoon Network, Boomerang and
Boing, providing creative and brand leadership across key European markets.
Drake won a BAFTA Craft Award
for ME:TV, a pioneering show hosted by kids from their homes, and he has also
had three BAFTA nominations in the Animated Short Form category. During his
tenure at Nickelodeon UK, the network won over 30 International Promax Awards
and twice won BAFTA Children’s Channel of the Year.
Drake’s hire follows DigitasLBi’s
appointment of UM’s Scott Holmes as Executive Creative Director, Branded
Content and further strengthens the agency’s branded content offering. Along
with Holmes, Drake will help to bring the US-based Digitas Studios proposition
to the UK.
Earlier this year, Digitas
Studios announced the launch of Rise and Shine, a new audience-first branded
content collaboration with Facebook. Holmes and Drake will now work on
developing similar initiatives for an international audience.
At DigitasLBi, Drake will
report to Chris Clarke, Chief Creative Officer, International and will be based
in the agency’s London office, as well as working closely with DigitasLBi’s
US-based Chief Content Officer, Scott Donaton.
Peter Drake, Executive Creative Director, DigitasLBi said: “Throughout my career, I’ve worked on
developing creative solutions with commercial partners, creating pioneering new
programmes, events and content. I’m really excited about the challenge of
applying these skills in a new context. I love telling stories with and for
brands, and I’m delighted to be doing this for Kellogg’s at DigitasLBi: an
agency with a bold, innovative and multidisciplinary approach.”
Chris Clarke, Chief Creative Officer, International, DigitasLBi added: “Peter is a great hire for us because he
always comes at a brand’s challenge from an entertainment perspective. His
experience of developing award-winning content for creative businesses like
Nickelodeon and Cartoon Network make him perfectly-placed to drive the creative
output for a flagship account like Kellogg’s.”
Current Future Forever
projects will continue following Drake’s departure from the business.
