About me

Tony started his Creative career in the music industry, being signed to Manchester's infamous Factory Records with his Band the Space Monkeys in the 1990's. After this, he has pursued a career in Broadcast Marketing, creating award winning advertising campaigns and Branding for the BBC, UKTV and ITV. He is currently Executive Creative Director of ITV's in-house advertising agency ITV Creative where he writes and produces multi-platform, integrated campaigns for the business, leads the creative team and the brand and design team with a headcount of 30+.

ITV Creative has also recently set up a successful commercial unit, working on brand partnerships, direct to consumer and branded content. Clients include BT, M&S, Nissan, Virgin Media and Sony Pictures.

For the last 4 years, he has also served on the Exec Board for PromaxBDA UK as Creative Director and now sits on the Advisory Board.

As a writer, he works mainly in theatre, with his first play "The Button" being produced and performed in 2019 as part of the Supernova 8 single act play festival. This year, the plays "Bananas" and "The Members" were performed at the Questors Theatre, Ealing, and the play "Monster In The Box" will be performed at the Richmond Theatre and "The Button" at Subtext at The Earl of Derby, later this year.

He also write short films and drama for TV.

You can read his series "Contradictory Advice For Creative People" here...



- First live promo - Bang Goes The Theory

- Eastenders 25th anniversary campaign- using UGC

- D&AD Pencil- House of Saddam

- Award winning Art Revealed Campaign with photographer Giles Revell

-Designed Doctor Who logo

-Royal Wedding campaign- with a reactive promo that was on-air 10 minutes after the event

-Launch campaigns for Luther. Sherlock, Call The Midwife, Frozen Planet.

-Brand work for BBC One and BBC Two identity

-Commercial work for the Red Cross, Malaria No More, Bacardi.


-Part of the Cannes Lions winning rebrand team

-Launch campaign for Broadchurch

-Where Drama Lives strategy for ITV Drama, biggest brand love shift ever tracked.

-Clio and Cannes Lion wining Rebrand of ITV2 with ManVMachine

-D&AD winning Ad Break take over "Knitted Ad Break"

-Queens 90th Ad Break takeover, with 13 brands integrated into one ad.

-Launch campaign for "I Am Team GB" with the National Lottery- creating the nation's biggest sports day

-Cannes Lion finalist and D&AD winning Dancing on Ice "Polar Bear" campaign, tracked at the most successful ITV adverts of all time.

-ITV Creates initiative, using 52 British artists to create the identity of ITV, changing the look of the channel every week.

-First "Choose your own adventure" promo campaign, capturing viewer data for I'm A Celeb.

-Set up commercial unit within ITV Creative, working on brand partnerships for M&S, John Lewis, BT, Sony, Match, Virgin Media, ASDA, and DTC work for ITV IP.

-BritBox 360 launch campaign.

--Created UGC ad break, The People's Ad Break" and "ITV Kids creates" in response to COVID-19 lockdown


Cannes Lions - Gold, Clios - Gold, D&AD Award - In-book, D&AD Award - Nomination, Design Week Award - Category win, Kinsale Shark Award, Marketing Week Award, Promax Award



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Influencer of the Year 2020 Shortlist Annual 2020 JudgeAdvertising: TV
Top 25 Executive Creative Director Project featured:I'm A Celebrity... Get Me Out Of Here! 2019
on 27th October 2020
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Tony Pipes has been a Contributor since 25th November 2015.

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