PETE GRACE
Creative Director & Brand Strategist
A LITTLE BIT ABOUT ME
I'm Pete and I'm ridiculously passionate about all things brand, creative, design and advertising.
With a background predominately client side, I've had the pleasure of working with some of the biggest brands in the world. I totally understand business needs and the pressures that come with it.
I've had the satisfaction of building & growing the teams I lead, helping them reach their potential as world class creatives and designers.
I believe things can often be overcomplicated, so always look to simplify and join the dots to help stakeholders or colleagues understand how we get to the desired end result.
I'm always looking for the best, most topical and relevant response to every brief tackled, ensuring we get the best possible output and results.
Keeping up to date with creative & design trends and thriving exploring new tools such as ChatGPT, Midourney and Dall.E to name a few.
I have a proven track record of helping businesses achieve their KPIs and commercial goals.
BRAND STRATEGY
The importance of brand is never going to diminish. I love defining a brand strategy, a new TOV or look and feel. It's all about consistency and ensuring the brand is well defined and then lived and breathed internally in order for customers to totally appreciate and buy in to the brand ethos. Whether it's brand strategy and positioning, guidelines or TOV, let's get it right.
CREATIVE DIRECTION
Whether it's a multi channel TTL campaign, one off visual identity or an individual piece of content, the creative direction is key. It must have a clearly defined look and feel, however of course feel part of the brand vision. I believe interrogation of the brief is one of the most critical elements, before the conceptual process and ideas begin to formulate.
ADVERTISING + 360 CAMPAIGNS
As important as ever, an advertising campaign can emotionally connect with, or practically educate the audience. From conceptual thinking, to word class production, I love the whole process and am established script writer and art director.
And getting an idea and offer across in a topical paid social advert? One of my favourite advertising challenges.
PRODUCT DESIGN
Product is key, right? And having a beautifully designed product with a fantastic UX is what sets us apart from our competitors. I love working on product design, whether its a brand new app, or evolving whats currently in place and constantly searching for those gains to improve conversion.
BRAND IDENTITY
Every top brand has a great brand book right? You'd be surprised...
Taking the time to develop a brand, developing the dozens of components that make up and complete that brand is vital. It's always a privilege working on building a brand, whether its from scratch or constantly evolving a brands identity to keep it fresh and standout.
SOCIAL STRATEGY
Defining your social strategy and creating a world class social playbook is a necessity.
Knowing and owning your brand voice across all social channels and using each channel with a distinct purpose ensures we can hit our KPIs.
I love working on ensuring a consistent social voice and the unlimited number of ideas that can be generated and produced.
CV
CREATIVE DIRECTOR
January 2021 - Present
Creative Director of the WynnBET & BetBull brands
Led and inspired team of 10 creatives & designers to reach their world class potential
Defined and built both the WynnBET & BetBull brands
Oversaw the product design of the BetBull 2.0 app
Creative lead on all partnership activity including New York Jets, Indianapolis Colts, Detroit Lions & NASCAR
Launched WynnBET in 12 new US states
Produced an outstanding creative toolkit to ensure all design can be fresh and unique
SENIOR CREATIVE & BRAND LEAD
September 2016 - present
Global Creative Direction of the BetStars & SkyBet international brands
Creative concept generation, interpreting all brand creative briefs and overseeing the development of innovative and impactful ideas with internal or external agencies.
Overseeing creative output across all channels including TV, Digital acquisition, social & content, CRM, PR & Sponsorship.
Creative strategy - working with stakeholders and external agencies for creative solutions to meet business objectives.
Brand strategy - defining the strategy for the PokerStars portfolio of brands
MARKETING STRATEGY MANAGER
May 2014 - September 2016
Customer experience and contact strategy - defining the most effective journey and communications for customers.
Creative & copy - managing all smart meter communications across all channels
My energy brand - owned the rebrand and marketing strategy to increase awareness of the my energy product.
Smart meter strategy - worked with multiple channels to promote the benefits of smart meters to over 10 million customers.
TOV - implemented the new TOV across all touchpoints .
BRAND, ADVERTISING & COMMS
September 2011 - May 2014
Managed all ATL and brand campaign activity including TV, Radio, Digital, OOH & Print.
Brand Strategy - responsible for all the brand strategy and vision.
Brand look and feel - management of the brand expression
Brand innovation - including live odds on Sky Sports, ITV & Channel 5.
'He is a great creative all rounder... I would strongly recommend Pete for any Creative Director or related role'
Chis Herd, Global Creative Director - Flutter (Stars Group)
'Pete is an incredibly talented individual and manager.... He is an amazing asset to any team and will undoubtedly be successful wherever he ends up!'
James S, Chief Commercial Officer - BetBull
