As the luxury and automotive branding landscapes continue to evolve, few voices resonate with the same authority as Nick Cooper, the Global Executive Creative Director of IPG-X. With over thirty years of experience at the forefront of design and advertising, Cooper has pioneered the concept of Connected Creativity, seamlessly integrating strategy and execution to create compelling brand narratives that captivate discerning consumers. In this exclusive interview with The Executive Magazine, he shares his insights on the transformative power of collaboration, the shifting dynamics of consumer expectations, and the bold innovations shaping the future of the industry. Join us as we delve into the mind of a leader who not only understands the nuances of luxury branding but also embraces the challenges of an increasingly digital world.
With over three decades in the design and advertising industry, particularly within the luxury and automotive sectors, how have you seen the market evolve, and what key trends do you believe are currently shaping the future of these industries?
“The wider industry has seen significant changes over my time in it, with huge innovation in digital tools and the role of data to shape how we deliver and measure creativity. The importance of simple, powerful, creative ideas that are beautifully crafted endures but how those ideas are created and the pace at which they evolve has emphasised the need to stay curious and embrace innovation. Creating a consistent brand experience between digital and physical worlds is now crucial to building authentic relationships between brands and audiences.
“As the market has evolved, we’ve seen the need to develop an agency structure with collaboration and ‘Connected Creativity’ at the heart.
“The luxury sector is somewhat of a contradiction, in that the most enduring brands have timeless values that are their appeal, but to attract growth audiences they must embrace the latest technologies and social platform opportunities. The tropes of luxury have shifted as they are interpreted by a more socially connected and sustainably responsible world. Conspicuous consumption has not totally vanished, but the way it is displayed and communicated has.
“In automotive, the most notable shift has been the transition from internal combustion engine (ICE) vehicles to electric vehicles (EVs). This move towards sustainability is not only reshaping the automotive industry but also influencing consumer expectations and brand strategies – as people’s need for a car shift towards broader mobility and lifestyle solutions.”
Your approach to Connected Creativity has been a cornerstone of IPG-X’s success. Can you elaborate on how this model has transformed the way your agency collaborates internally and with clients, and why this integrated approach is crucial in today’s business landscape?
“Connected Creativity has fundamentally transformed our agency by breaking down traditional silos and fostering a culture of collaboration. This model integrates strategists, creatives, designers, and digital specialists, ensuring that every campaign is cohesive and aligned with the brand’s core values. Internally, it has encouraged cross-disciplinary teamwork, leading to more innovative solutions. For our clients, this approach means we can deliver seamless brand experiences that resonate with consumers across multiple touchpoints.
“An essential aspect of this model is the important role of social channels. In today’s digital age, social media is a critical platform for engaging with audiences and amplifying brand messages. Therefore, we think socially from the start of a new brief, ensuring that our strategies are designed to leverage the power of social media effectively. This integrated approach allows us to create campaigns that are not only cohesive but also highly engaging and shareable, driving greater impact and reach.”
Crafting brand experiences for high-end clients like Bentley and Princess Yachts requires a deep understanding of luxury consumers. What do you consider the most critical elements in creating campaigns that resonate with this discerning audience?
“The most critical elements in creating campaigns for luxury audiences are to reflect their values and aspirations, so it’s essential to craft narratives that resonate on a personal level. As we look to build global brands, we need to develop long term brand strategies that are distinctive and consistent, with enough flexibility to be relevant at a local level. Luxury brands need to have the confidence to lead but also be culturally aware enough to be alongside their customers in a way that feels relevant. We need to grab attention but also build lasting connections with discerning consumers, creating interactions that feel one-to-one, not one-to-many. Getting the small details right in execution is crucial, with hyper-personalisation an area that we are seeing as increasingly important for ultra-high net worth individuals.”
Entrepreneurialism is often marked by both triumphs and challenges. Can you share a significant challenge you’ve faced in your career, how you overcame it, and what lessons you’ve carried forward into your leadership role today?
“Perhaps the most significant challenge I’ve faced was moving from being someone in a creative team, to leading teams and now having wider responsibilities for the direction of IPG-X as Global ECD. The shift from only considering the creative brief in front of me to steering and mentoring different discipline teams was an accelerated and, at times challenging learning experience – I had to accept that I needed to take a step back from owning every detail and focus more on developing talent, without giving up the enjoyment I get from being in the day-to-day creative process.
“I count myself lucky to have worked in a variety of agencies and gained understanding of many disciplines and brand touchpoints, across a wide range of sectors, and in different parts of the world. This has enabled me to turn up authentically, to steer ideas for different audiences and in different channels, bringing a nuance of approach to connecting different disciplines. For me moving forward, it’s about collaborating the right creative minds with the right opportunities – innovating agency structures to instil more Connected Creativity, and staying curious and being open to new ways of creating.”
The luxury market is rapidly evolving, with new technologies and consumer behaviours constantly emerging. How do you ensure that IPG-X stays ahead of the curve and continues to deliver impactful campaigns that resonate globally?
“As an Interpublic Group agency, we are fortunate to draw on the expertise within the wider network and the great work happening in offices all over the world every day. Having a local connection to so many people and places enables us to identify global truths, and that help us build powerful and consistent communication strategies.
“We are constantly looking at emerging technologies to help us create – looking at how innovation can power up our ways of working to deliver compelling experiences for our brand’s audiences. There is perhaps no hotter topic in the creative world than AI. Understanding how to embrace new tools, with a sense of responsibility, will open unbelievable opportunities. Collaborating with those on the front edge of what’s possible is crucial to building the right team as we move into a fast-paced future.”
What advice would you give to aspiring business leaders who are looking to make their mark in the creative industry, particularly in sectors like luxury and automotive? What qualities do you believe are essential for success in this field?
“I would say that turning up every day with energy and authenticity is good advice for anyone with aspirations to lead. In the creative industry communication skills are obviously hugely important too – with nothing more valuable than helping make complicated things easy to understand. The power of simple, original ideas is important to get everyone bought into the direction of travel. You need to cut through the noise with consistency, so that those you are trying to catch the attention of recognise you quickly and start to trust you.
“As you gain experience, the value of knowing what not to say and do is often more powerful than being excited about all the things that are possible. As a creative lead, helping people be clear, concise and compelling is where I spend a good chunk of my time. And this has been proven over the years as the most effective way to build strong relationships with colleagues and clients.”
As someone who has successfully bridged the gap between strategy and execution, what do you think are the key factors in maintaining a cohesive brand vision across multiple touchpoints, especially in a global market?
“Maintaining a cohesive brand vision requires a clear and consistent brand narrative that resonates across all touchpoints. It helps to have a long-term vision in order to make short term decisions. Involving the right people at the start of a project, to connect thinking from the outset, is empowering.
“Simple, bold ideas are essential as they help connect work across different communication channels, ensuring that the core message remains strong and impactful. It’s easy with the proliferation of brand touchpoints to have too many things to say at once. Working with clients on comms planning helps do less, better.
“My background in design and art direction has helped me understand the value of maintaining a strong and consistent set of visual brand assets. Creating a recognisable brand aesthetic, which goes beyond just a logo, colours and typeface is key to reinforcing a brand’s identity.
“Working in an agency that understands how to lead brand experience across multiple channels puts us in a unique position to connect thinking and execution seamlessly.”
In your experience, what unique challenges do luxury brands face when it comes to digital and social media engagement, and how can these challenges be turned into opportunities for growth and consumer connection?
“Luxury brands face the challenge of maintaining their exclusivity while engaging with a broader audience on digital and social media platforms. As brands look to grow, we’ve found social channels present a fantastic opportunity to develop future audiences, meeting them in a more culturally connected and less corporate way. Our social team is constantly evolving the way we create content for these platforms to be relevant while still maintaining brand consistency. In a constantly shifting landscape, authenticity doesn’t have to mean a lack of craft in execution; in fact, it should enhance it.
“Social platforms are also great places to collaborate with external creators and makers. These partnerships can bring fresh perspectives and introduce new audiences to the brand. By working with influencers, artists, and other creative professionals who align with the brand’s values, we can create content that resonates with more targeted audiences.”
Given the increasing importance of sustainability and ethical practices in the luxury sector, how do you see these values influencing the future of brand storytelling and consumer expectations?
“Consumers are increasingly expecting brands to demonstrate social and environmental responsibility. Brands that can effectively integrate sustainability into their narratives and demonstrate genuine commitment are building stronger connections with audiences and enhancing their reputation.
“There is an opportunity for luxury brands to use innovation in sustainable practices to re-tell stories at the heart of how they make their products. For example, developing a more sustainable alternative to leather is a clear demonstration of change –as well as opening up more sustainable choices, it still enables us to demonstrate the craft in hand stitching – a timeless skill to behold.”
Finally, looking ahead, what are your personal and professional goals as you continue to lead IPG-X? How do you envision your role evolving, and what legacy do you hope to leave in the industry?
“I’ve done several personality tests over the years – and while I have always come down on the side of creativity and introversion, I always manage to confuse the moderator with a love of consistency and bold communication. I’d like to think it is this mixture of creativity and effectiveness that has enabled me to progress in my career.
“I’ve helped build an agency with that same mix. An agency that wants to make work that works but cares about everything being crafted and considered in execution.
“I hope the people I work with at IPG-X would say I care hugely about the work – and that my passion for pushing what is possible creatively steers my decision making.
“Outside of the agency, I’d like clients to see me as someone who wants to understand and connect every facet of their brand in building for the future.”
