Al Mackie

Al Mackie is Creative Director at BT, a newly created role focused on shaping bold, distinctive and commercially effective creative across BT, EE and Plusnet.  Over the past 25 years, he's built a career using creativity to solve business problems, build iconic brands and unlock growth. He brings together craft, behavioural insight, data and technology to create more meaningful relationships between brands and customers.  That approach has seen him create breakthrough work for Harvey Nichols, reinvent loyalty for KFC, build new customer channels for IKEA and adidas, sell Land Rovers using augmented reality, retrain Google's algorithm to protect teenagers, and reshape how brands like Samsung work with influencers.  Before joining BT, Al spent eight years as Chief Creative Officer at RAPP UK, helping the agency become more awarded, inclusive and commercially successful than ever — including four consecutive Campaign Agency of the Year titles. His next chapter is co-leading The Exchange, BT Group's new internal marketing agency, helping shape a modern creative model built to connect brand, customer experience and commercial impact.