Motive Names First-Ever Executive Creative Directors

Motive - the award-winning creative agency fostering years-long relationships with clients including PepsiCo, Burger King, and Dick’s Sporting Goods - has promoted Chris Reinhard and Spencer Trierweiler to executive creative directors. The move, elevating them from their previous titles of SVP, group creative director, signifies the impactful leadership roles the pair has played in their 20- and 15-year respective tenures at the shop.

Executives at the Project Worldwide-owned agency carry the confidence that these leaders are equipped and motivated to ignite a new era of creativity across brands. Under CEO and chief creative officer Matt Statman, Chris and Spencer have developed a commanding creative vision, earning access and accolades along the way. Their relentless pursuit of cultural creativity that builds lasting brand equity - in contrast to flash-in-the-pan culture bombs that spark and fade with the news cycle - has helped marketers show up authentically and develop the kind of real fan evangelism that takes years to cement. For brands big and small, this approach has proven fresh, meaningful and measurably effective.

Elevated to president of the Project Worldwide in May of 2023, Matt said the time for banking on the team is now. “Chris and Spence have grown up at Motive and have become confidants and mentors to talent not only for our creative studio, but across the agency,” said Statman. "These two have built serious rapport with clients across our roster by delivering campaigns that break through, push boundaries and connect with fans while making real cultural impact."

Chris and Spencer are never shy about pushing creative boundaries. Getting talent across departments to help Motive sharpen and impart the cultural role of brands has truly resulted in campaigns coming from everywhere - including strategists, digital leads and account managers.

“We are hell-bent on pouring kerosine on ideas to set them ablaze in culture,” said Spencer. “From cult brands like Mountain Dew to challenger brands like Dutch chocolate company Tony’s Chocolonely, we bring an entrepreneurial spirit and challenger mindset to every job.”

Dedicated to creating cult-like fandoms for brands and managing a creative department of 40, Reinhard said he and Trierweiler are dreaming big. Their aim: continue disrupting categories with a vengeance.

Soulful and collaborative, the pair fiercely embrace a start-up mode mentality that’s rooted in the agency’s culture. “We’ve increasingly emerged as the face of Motive in high-profile pitches and have helped secure organic growth from existing clients,” said Chris. “We’re ridiculously loyal to this place - built to embrace the chaos that permeates the advertising industry.”

“I’m the preacher and he’s the teacher,” said Spencer. “We’re thrilled to take the next step forward, and we’re going to swing for the fences. Creative thinkers who wave integrated flags, embrace fast-paced environments, and abhor silos are encouraged to apply.”