. . .

About me

PROFILE

Award-winning Creative and Content Lead with a 20+ year track record creating high-impact campaigns for global brands, agencies, and in-house teams. Specialist in brand strategy, copywriting (ex-journalist), production (ex-TV producer), and team leadership, delivering results that drive awareness, engagement, and revenue across several sectors, including consumer, tech, healthcare and sport. Recognised among PRWeek's Top 10 UK Creative Directors with Cannes Lions, Clios, Sabres, and BAFTA wins and nominations.

SELECTED ACHIEVEMENTS

- Wrote what Marketing Week's Mark Ritson called "the greatest single piece of outdoor copy of all time."

- Creating social-led campaigns, strategy, and content for the likes of Persil, Mars, Pepsico, Unilever, Glenlivet, Puma, Novo, Pfizer, Savills and Huawei

- Exec Producer and content creator for Unilever's AllThingsHair.

- Wrote the 'Discovery Report' for CBeebies' five-year digital content strategy.

- Assessor for InnovateUK and Judge for BAFTA Video Games awards.

- Launched New Balance Football globally, using only social and content.

- Created two award-winning CSR campaigns with Marcus Rashford for Aldi, tackling childhood hunger & literacy post-COVID.

- Devised disruptive stunts for Paddy Power, generating nationwide PR coverage (as well as 45,000 packets of Jamie Vardy Crisps!)

- Created the 'So Sri Lanka' global sustainable tourism campaign that generated 2.5Bn+ impressions and 8% YoY increase in visitors.

- Led, built and mentored BCW's creative, design and production team (6 to 40 creatives), producing multi-channel campaigns for global brands.

- Created and advised the Philips Global Content/Editorial Team as the company moved from electrical to healthcare.

- Spearheaded global rebrands for Bi X (Boehringer) and Ferrero's 'Quality at Heart' platform, driving brand consistency across all global touchpoints.

PROFESSIONAL EXPERIENCE

Freelance Creative Director and Content Strategist

W + Ketchum + Betway + Lululemon + Havas| Sep 2024 - Present

- Led multi-market creative content campaigns for Southern Comfort, Persil, Endura, Aston Martin, and Greyhound Board of Great Britain.

- Creative Director at Ketchum, for Mars - Galaxy, Ben's Originals, Dolmio, M&Ms, and Mars Pet Food.

- Created a regulatory awareness campaign for Betway targeting unlicensed betting sites.

- Developed social-first running campaign for Lululemon with Andre Coggins & Anya Cullings.

- Worked on a Pulmonary Fibrosis awareness campaign for Boehringer.

Creative Earned Director (FTC)

Lucky Generals | Jul 2023 - Sep 2024

- Joint-headed Special Ops Team across DTC, PR, social, content, and partnerships.

- Launched Slice Mobile and supported campaigns for Cruzcampo, USwitch, National Express, Co-op.

Executive Creative Director

BCW Global (WPP) | Oct 2016 - Jul 2023

- Ran creative, design, and production teams (50+ staff) delivering integrated campaigns across digital, print, video, and experiential.

- Board Member, PRWeek Power List , WPP Creative Council, WPP Diversity Mentor.

Creative Lead

Paddy Power | Aug 2015 - Aug 2016

- Delivered award-winning, headline-grabbing stunts (Jamie Vardy Walkers Crisps, topless Cheltenham campaign, and teased Boris Johnson & Tyson Fury).

Earlier Roles

- Senior Creative Content Strategist (Philips, Fleishman Hillard)

- Group Digital & Content Director (Zak Media) - New Balance Football, Royal Mail, Garuda Indonesia.

- Head of Digital & Content Production (Weber Shandwick) - Unilever's AllThingsHair, Telefonica's Movistar Team Cycling Channel.

- Head of Content (Collective London) - ESPN, BBC, Channel 4.

- Series Producer (BBC) - BAFTA-nominated TV shows, quiz formats, comedy programming.

- Producer/Director (ITV, Channel 4) - Ant & Dec's Saturday Night Takeaway, The Big Breakfast.

- Journalist (Dennis Publishing) - Maxim, Men's Fitness, Stuff Magazine.

- Assessor for InnovateUK/Technology Strategy Board (11+ years)

- Judge for BAFTA TV, TV Craft and Video Games Awards (17 years)

EDUCATION

MA Sociology

See full profile details

Details

AvailabilityLooking for work

ContractPerm, Freelance, Temp-Perm, Part time, Remote

LocationDidcot, United Kingdom

Skill LevelMiddleweight, Senior, Director

Tagged Job TitlesCreative Director, Copywriter, Script Writer

Achievements

studiopro:Pete was verified as a studiopro on 3rd September 2025

See all achievements

Recommendations

Currently No Recommendations

Skills

Sector Experience

Automotive, Banking, Entertainment, FMCG, Gaming, Healthcare, Mobile, Sports, Technology, Telecoms, Television

Awards

Campaign BIG Award - Silver, Cannes Lions - Shortlist, Clios - Bronze, Creative Moment, PRWeek Global Award, SABRE Award

Trade Associations

CV / Resume

Pete's CV/Resume

Activity

Connections214 Followers215 Following294

Views1,821

Creativepool member since 10 March 2025

Pete Way Follows

Abhinav Krishnan

2D Animator

India

Connect

View profile
Cpstester Com

CPS Test - Check Your Clicks Per Second | CPSTESTER.COM, cpstester.com

United Kingdom

Connect

View profile
المصمم امير

مصمم جرافيك, لا يوجد

Iraq

Connect

View profile
Vic Bh

3D animation, freelancer

Malaysia

Connect

View profile
Radu Voicu

Data/Traffic Analyst

Romania

Connect

View profile
Amy Beaumont

Illustrator

United Kingdom

Connect

View profile
Artem Dudnikov

VISUAL DESIGNER & MOTION ARTIST, Freelance

Indonesia

Connect

View profile
Christian Murray-Smith

Editor

United Kingdom

Connect

View profile
Toma Petronela

Freelancer

Romania

Connect

View profile
Bouchra Lahsaini

Infographiste

Morocco

Connect

View profile
Lola Edwards

Chef

United Kingdom

Connect

View profile
Patience Uwimbabazi

AI content creator

Rwanda

Connect

View profile
Wendy Coronell

Marketing Manager

Ecuador

Connect

View profile
Hinesh Anand

Industrial Design Engineer

United Kingdom

Connect

View profile
Yakup Karakuş

Actor, ?

Turkey

Connect

View profile
Mariella Ciulla

Impiegata

Italy

Connect

View profile
JYAR Najwa

insurance, any

Morocco

Connect

View profile
Yunus Yunus

ydikf, djklsl

Azerbaijan

Connect

View profile
Muhammed Kesici

Turkey

Connect

View profile
Ömer Salih Kurtoğlu

Students

Turkey

Connect

View profile

« First ‹ Prev

Next ›Last »

OOPS - LOOKS LIKE YOU HAVE JAVASCRIPT OFF. THIS SITE WON'T WORK WITHOUT IT.
NEED HELP IN TURNING IT ON? YOU CAN FIND INSTRUCTIONS HERE FOR YOUR BROWSER.