Former DDB NZ Head of Business Management joins BcgCrave as new Managing Director

Purpose-led creative agency BcgCrave has made one of the most significant leadership appointments in the New Zealand advertising industry this year, naming respected 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 across some of the most influential agencies in Aotearoa and overseas. Known for her award-winning work and long-term client partnerships, she has a reputation for making exceptional creative work happen through clear thinking, strong relationships and calm, people-first leadership.

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 initially joining as Lead Business Partner following stints at FCB New Zealand, Saatchi & Saatchi, Colenso BBDO and Special Group and later promoted to Head of Business Management.

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.”

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 builds on BcgCrave’s rapid growth following the merger of BCG2 and Crave Global in 2025, strengthening the agency’s capability across brand, amplification and technology as it continues to expand throughout New Zealand and Australia.

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