BcgCrave appoints industry heavyweight Kate Lines as managing director

Creative agency BcgCrave has named industry leader Kate Lines as managing director.

Founder Daniel Hopkirk will move into the role of CEO, helping drive long-term growth and creative momentum across Australasia.

Lines joins BcgCrave with more than 25 years’ experience at agencies in Aotearoa and overseas. She is recognised for award-winning work and long-term client partnerships and is known for contributing to high-quality creative outcomes through clear thinking, strong relationships, and a calm, people-focused leadership approach.

During her nine years at DDB, she played a key role in shaping long-running brand platforms for Lotto NZ and AA Insurance, contributing to both commercial and creative success.

The next phase

For Hopkirk, the appointment reflects the next phase of the agency’s evolution.

“We’re really excited about Kate joining the team. She brings a wealth of experience and is one of the industry’s creative champions. I have admired her reputation for a long time. Her background and client experience speak for themselves and she will be a great addition to our ambitious plans to be a leading purpose-led creative agency across Australasia,” says Hopkirk.

Executive creative director James Blackwood agrees: “Kate’s a tsunami of enthusiasm and positivity, and one of those rare operators who pushes great creativity while bringing people with her. She has real craft, real charm and a way of cutting through the noise. I can’t wait to see the impact she has on our clients and the work we will create together.”

Lines says the opportunity arrived at the perfect moment: “I am genuinely excited to work with the BcgCrave team. They are driven, hungry and deeply committed to creativity and brand building, and that stood out to me straight away. This feels like an agency on the rise. I see a clear opportunity to step in as a partner who can help accelerate growth for both the business and its clients.”

The leadership restructure follows BcgCrave’s growth since the merger this year of BCG2 and Crave Global.

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