Will Newell Pro

Creative and brand leader who turns ambition into expression - building the ideas, teams and systems that make brands distinctive, vibrant and creatively excellent. Today, I work independently with sports and lifestyle brands including WTA, the BNP Paribas Open and Your Golf Travel - helping sharpen positioning, evolve visual expression and build more distinctive, connected creative output. A creative fixer, if you will. Before that, I was SVP, Creative Director at LIV Golf. The brief there was pretty extraordinary: create a fundamentally different expression of professional golf. Younger, louder and more culturally energetic - while opening the sport to new audiences around the world. I led the global brand and creative work behind that ambition, building a powerhouse in-house studio across design, motion, photography and film. Together, we shaped how LIV Golf showed up everywhere from broadcast and campaigns to social, live events and fan experience. I’m proud of what we built - a brand with enough confidence and character to make professional golf feel genuinely different. My own barometer for creative work is simple. It has to fit the strategy like a glove. (It has to actually do the thing it’s supposed to do.) Then it has to do it in a way people notice. I’m interested in work that is positively unique: specific to the brand, culturally awake and willing to create a little friction. Not different for the sake of being different - distinctive because it has a point of view. The goal is to make something that couldn’t convincingly belong to anyone else. I care just as much about how that work gets made. For me, creative leadership is about assembling the right people, creating clarity, setting the bar high and building an environment with enough trust, curiosity and energy for ambitious work to survive - and thrive. Over 15+ years, I’ve worked across sport, entertainment and technology - from Tesla product livestreams and the launch of Sky Sports F1 to work for YouTube, NBA, UEFA, Red Bull Racing, Meta, Samsung, Wimbledon and others. The common thread is transformation: finding a sharper point of view for a brand, then building the creative expression - and the people behind it - to make that point of view undeniable. (Dual citizen - US / UK)