About me

Ranked in the Creativepool Top 25 influential and inspiring Executive Creative Directors, I'm currently Executive Creative Director at AKA heading up the creative teams working across some of the UK's biggest Theatre, Museums, Experience and Attractions campaigns. Previously I was Head of Creative for Audiences and Commercial at the Royal Ballet and Opera, leading the creative team, working on advertising campaigns and strategy for some of the world's greatest Opera and Ballet productions and creating content for brand partnerships.
I started my creative career in the music industry, being signed to Manchester's legendary "Factory Records" with my Band the Space Monkeys.

After this, I worked as a graphic designer, before pursuing a career in Broadcast Marketing, creating award winning advertising campaigns and branding at the BBC, UKTV and ITV, for iconic TV brands such as Doctor Who and Downton 've also worked on brand partnerships, direct to consumer and branded content with clients that include M&S, Rolex, The National Lottery, Facebook, BT and Sony Pictures.
I was Executive Creative Director of ITV's in-house advertising agency ITV Creative for 10 years, where I wrote and produced multi-platform, integrated campaigns for the business, devised creative strategy, led and inspired the creative team and the brand and design team.
I also named and launched the SVOD service BritBox in the UK and was creative lead on the launch and branding for the successful AVOD service, ITVX.
I've won every award this game gives and through it learnt that the real gold comes from the work and the fun you have with it.
I live it and I love it.

Tony's articles

From Space Monkeys to ITV Creative with ECD Tony Pipes

The industry’s mental health is in bad shape, but there's hope

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