AUCKLAND, Today: Purpose-led agency BcgCrave has made a major move, appointing respected industry leader Kate Lines as Managing Director. Founder Daniel Hopkirk shifts into the CEO role to help drive long-term growth across Australasia.
Lines brings more than 25 years of experience from top agencies here and overseas. She’s known for award-winning work, strong partnerships and a calm, people-first approach that consistently lifts creative output.
Her nine years at DDB saw her help shape major brand platforms for Lotto NZ and AA Insurance, contributing to both commercial wins and standout creative work.
For Hopkirk, the appointment signals a new chapter for the agency. “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.”
“Kate’s a tsunami of enthusiasm and positivity, and one of those rare operators who pushes great creativity while bringing people with her.” – James Blackwood, Executive Creative Director
Executive Creative Director James Blackwood shares the enthusiasm. “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 timing couldn’t have been better. “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 refresh follows strong momentum after BCG2 and Crave Global merged in 2025, strengthening BcgCrave’s Brand, Amplification and Technology capabilities as the agency expands across New Zealand and Australia.
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