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JWT London Promotes Lucas Peon to Executive Creative Director

Advertising Agency
London, UK
Lucas was most recently Chief Creative Officer at POSSIBLE

J. Walter Thompson London has promoted Lucas Peon, its Digital Executive Creative Director, to the role of Executive Creative Director as Russell Ramsey steps down after nine successful years. 

Lucas’ appointment comes as part of the creation of a new senior team following an influx of new talent to take advantage of a constantly evolving industry and leap frog the competition with their clients. 

This team includes James Whitehead, Chief Executive Officer, Lucas Peon, Executive Creative Director, Dani Bassil, Integrated Operations Director, Neil Godber, Head of Planning, as well as new hirings and promotions Allan Blair, Head of Digital Planning, Emma Hoyle, Director of Talent and Simone Forster, Director of Client Partnerships.

J. Walter Thompson London is reinventing what brand building creativity means for the constantly diversifying world and has been inviting radical change into the agency to maximise that impact and opportunity. 

This began with the appointment of Dani Bassil in 2015 who has been shaping the agency into a more integrated and digital offering. This was followed in 2016 with the appointment of Lucas from POSSIBLE and more recently with the additions of Allan Blair, formerly Head of Strategy for Tribal Worldwide London and Emma Hoyle who was Head of HR for Channel 4.  

Lucas, who will officially take the role at the end of January, was formerly Chief Creative Officer at POSSIBLE - one of the industry’s top digital communications and technology agencies. Since joining JWT as Digital ECD he has been leading the business’s integrated brand creativity on a host of its key accounts including Nestle and Shell - including working on projects such as the global smash “Best Day of My Life”, the most watched brand film of 2016. He has also been pivotal to many of the agency’s most significant new business wins over the past 12 months. 

He has spent more than 20 years crafting and directing stand-out, effective, integrated and digital campaigns for clients such as McDonald's, Johnnie Walker, Shell, Nestle, P&G, Gillette, Skype, Canon, Heineken, Peroni, Volkswagen, Doritos and Danone. 

His work has won awards at many of the industry’s leading festivals, including Cannes, The One Show, Effie Awards, M&M, Webby, Shorty, American Web Marketing Association, Web Awards, Global Mobile Awards, American Advertising Awards and Advertising Age Awards.

This change puts JWT as the only creative agency in its competitive set to now have as its creative leader someone who has previously held ECD roles at both a top ten digital technology agency and at a top ten integrated creative agency.

James Whitehead, Chief Executive of J. Walter Thompson London, said: “We're reinventing what brand building creativity means for the wonderfully diverse world in which we live. Lucas is that rare breed who combines experience as a brand storyteller and a digital and technology innovator, with being a published writer and film director. He’s a truly progressive creative leader and collaborator. 

“We’re evolving with speed, literally moving at the pace of culture, so that we and our clients can leap frog the competition, and this is what Lucas and the new team we’re building allows us to do.”  

Lucas Peon said: “JWT is synonymous with building great brands and telling great stories for an amazing roster of clients. We’re building a very talented team here with the hunger to do the best work in the industry. There’s nothing I want more than to help them do this by telling stories in new and interesting ways using all the media and technologies available.” 

Russell joined J. Walter Thompson London in 2008 as ECD and in 2013 also took on the title of Executive Partner, running the agency alongside James Whitehead and Joseph Petyan.  During his tenure the agency has produced a host of industry firsts, such as putting a KitKat in space and creating an edible poster for Kipling, as well as creating long-running multi-award winning campaigns such as Kenco “Coffee Vs Gangs”. Other successes include a host of Cannes winning campaigns for clients such as Shell, HSBC, First Direct, Kleenex, Listerine and Tourism Ireland. 

Russell Ramsey, said: “The recent management changes have made this seem like a natural break for me to pursue another creative challenge. I’m very proud of the work we’ve done and the awards we’ve won on some of the world’s most iconic brands. I’ve also no doubt the department I’ve built will provide the leadership the agency needs going forward.” 

Toby Hoare, CEO of J. Walter Thompson Europe, said: “When Russell joined us he did so at a time when we really needed the creative boost he undoubtedly gave us. Lucas brings us something different and the combination of his talent and integrated experience and James’ energy and drive put us in a really strong position for the future.” 

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