Lane has spent just over a year and a half freelancing at the agency to help manage client projects for the likes of Nerf and Reebok, while also running her own personalised gift and visual storytelling business, My Icon Story, which creates product ranges for global brands including Mr Men, Lovehearts, Transport for London and the Natural History Museum.
Previously, Lane worked for Wavemaker (formerly MEC) for over six years, moving her way up from graduate to creative lead, where she worked for clients including Netflix, EE, Paramount Pictures, Peroni, Evian, Nivea, B&Q, Comparethemarket, Johnson & Johnson, Ferrero and TfL. In 2016, she was named one of Campaign’s 30 under 30 Rising Stars. She has also won a number of creative awards including a Young Cannes Lion, a D&AD Pencil and a Webby Award for her work on Public Health England.
In her new position, Lane will be responsible for overseeing the marketing strategy across the agency, including corporate brand positioning, building communities, creating unique content and initiatives, and will focus on formalising and launching Studio Blup’s in-house talent network. She will also continue to develop the Blup brand, managing agency events, product launches and collaborations.
Lane will work directly alongside Blup’s chief creative officer, Dines, and chief operating officer, Alex Evans, as part of the leadership team.
“We’re really excited to have Laura on board,” said Dines. “She adds great energy, creativity and strategic thinking, encouraging us to explore areas we have yet to develop. With her previous agency experience and running her own business, Laura’s new role as chief marketing officer is the perfect opportunity to introduce a creative and strategic marketing plan for Studio Blup – to elevate the agency to the next level.”
Dines continued: “With the Lab Group merger, we want to represent Studio Blup as a top agency in Europe. This new chief marketing officer role really signifies a change in our direction and professional approach. The time is now, the time is right. Laura can identify different angles for our marketing strategy that will position Blup as leaders in the industry, including new areas of the business such as the Blup50 Talent.”
Lane said: “This promotion could not have come at a more exciting time and I know I’ll be able to make the greatest impact to Studio Blup as a growing agency. Although I am not a founder, I hand on heart see Blup as my own business, so being promoted to chief marketing officer only reinforces the ambitious journey Blup is on and I’m thrilled to be shaping the agency’s direction. To me, Blup isn’t work. It is a collaborative mission to disrupt and shape the future of the creative industries by providing meaningful opportunities to the young creative talent we support.”