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 specializes 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 DigitasLBi Studios proposition to the UK.
Earlier this year, DigitasLBi 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.”
DIGITAS GLOBAL BRAND PRESIDENT