Head of Brand Planning
Direct Line Group

Piers is Head of Brand Planning at Direct Line Group.  He designed Direct Line’s “Fixer” brand repositioning, and more recently he led Green Flag’s brand relaunch in 2017.  He started his career in consumer PR before moving into marketing to further his obsession with great brands that connect brilliantly with their customers.  He’s also a proud father of two and an enthusiastic but under-powered cyclist.

"I love great outdoor work that uses the medium to its full potential.  I still vividly remember looking out the window of my mum’s car on the Cromwell Road as a child on otherwise tedious trips to London.  The creativity that filled that short stretch of road was always astonishing.  From Araldite physically sticking a car up, to Heineken constantly finding new ways to refresh the parts other beers couldn’t reach, it blew my tiny mind every time.  So I’m really excited to see some great creativity that squeezes the full potential from what the modern OOH canvas can offer.  And I hope to acknowledge work that really brings brands to life for their customers."

Judging panel

Roy Shepherd

head of out-of-home & audio

Ed Brooke

Head of Leith

Reshma Patel

Marketing Manager (UK & Ireland)

Andy Tilley

Founding Partner: Creative

Gill Huber


Penny Parnell

Leader of All Things Creative

Dino Burbidge

innovation coach

Gayle Noah

Media Director

Rik Moore

Head Of Strategy
Havas Media

Piers Newson-Smith

Head of Brand Planning
Direct Line Group