A creative director who spans the digital and physical world with strategic and aesthetically focused thinking, Michael Jacovides has been responsible for category defining pieces of work for some of the world's most iconic brands.

Before his current stint as a consultant creative director for clients that include Gucci Fragrances, Net-A-Porter, Aston Martin and Peter Saville Studio, Michael spent the previous few years working at group and executive creative director level for Grey London, and Mother New York. At Mother Michael’s major client was Target, while at Grey they included Hugo Boss, Lacoste and Gucci. While at Grey Michael hired and mentored a large new team that would raise the creative bar for fashion and fragrance communication and attract new clients, among them Stella McCartney.

Prior to joining Grey, Michael spent four years as Creative Director at Bartle Bogle Hegarty. His remit at BBH was to energise the creative department into new ways of working. With a non-traditional advertising background, he sought to bring new creative perspectives to bear on an agency famed for television and print advertising and broaden its capabilities to encompass content, digital and social media.

At BBH Michael directed work for Levi’s, Johnnie Walker, Audi, and, notably, Burberry, where he created The Art of the Trench campaign, which was greeted with industry acclaim and has since become the benchmark for ways in which luxury brands can engage with a digital audience.

Beginning his career as a writer and editor on magazines like The Face, Arena, Arena Homme Plus, GQ, and Vogue Italia, Michael didn't plan to work in advertising, but sensing an opportunity, in 2002 he set-up the Fifty-One agency. As Editorial & Creative Director of Fifty-One, Michael’s ambition was to work with clients who were increasingly requiring more story and content led communication which utilised all channels to form integrated campaigns.

Fifty-One’s first project was the hugely successful Carlos for Virgin Atlantic’s Upper Class passengers. Fifty-One’s aim was to create a magazine that had a wide cultural impact outside of the world of brand communication. Carlos achieved this goal, and garnered many awards and much press coverage. Vogue called it ‘a must have’, The Observer newspaper cited it as replacement for The Face. The magazine Fantastic Man has cited Carlos as a major inspiration.

From Fifty-One’s first success, the consultancy went on to create social media, digital, publishing and event based projects for clients that included Prada, De Beers, Johnnie Walker, Selfridges, Pringle of Scotland, and Top Shop. Following the recognition of his work at Fifty-One, Michael was asked to join BBH as Creative Director in 2007.

Michael has won many awards in his career to date, including two from The British Society of Magazine Editors and the D&AD. He has also led numerous successful pitches for new business, including ones for Burberry, Levi's, Audi, Stella McCartney, Louis Vuitton, Watches of Switzerland, Selfridges, Virgin Atlantic, Virgin Media, Wolsey, Johnnie Walker, Target, and Aston Martin.

Michael has been interviewed, and his work featured and discussed in Vogue, Harper’s Bazaar, The New York Herald Tribune, The Guardian, The Times, Dazed & Confused, Visionaire, Nowness, WWD and The Business of Fashion.