Hotels.com: It's All in the Name
The Hotels.com brand relaunch.
Luke AG is a creative strategist, writer, poet and occasional filmmaker based in Brooklyn, New York.
Creative Strategy Director at Mischief @ No Fixed Address, where I help brands find their place in culture. Before that, Strategy Director at VCCP in London and New York.
Originally from the South Coast of England, I studied History at Southampton and Western Ontario. I started out in poetry and spoken word, and have since worked across film, publishing, performance and creative direction.
lukealexandergrose@gmail.com
The common thread is curiosity about people: what we believe, what moves us, and how culture shapes the world around us.
Services & Expertise:
- Brand Strategy
- Creative Strategy
- Brand Platforms
- Cultural Insight
- Writing
- Creative Direction
- Documentary Film
Clients include:
- DoorDash
- Cadbury
- White Claw
- 7-Eleven
- Expedia
- Hotels.com
- GetYourGuide
- O2
- Más+ by Messi
Collaborations:
- George the Poet (Barbican, podcast, book)
- Highsnobiety x White Claw x Tombogo
Talks:
- 2020 — TED: The Camera Lens Conundrum
Publications:
- BBC — Use Words First (Contributing author)
- Hachette — Mixed/Other by Natalie Morris (Featured)
- Have You Read George's Podcast (Photography, book cover)
Film & Audio:
- Lake Atitlán, Guatemala (Documentary)
- Real Talk & Rhyme (Podcast)
- Voice acting
Writing:
- Eavesdrop — The Rise of the Populist Brand
Awards:
- 2026 — Effies (Judge)
- 2025 — APG Creative Strategy Awards (Judge)
- 2025 — World's Most Effective Agency, Mischief (Lead strategist)
- 2024 — Shorties: Bronze
- 2023 — British Arrows: Silver, Bronze, Bronze
- 2023 — Clio: Bronze
- 2023 — One Club: Bronze
- 2023 — Creative Circle: Bronze
- 2023 — AICP: Best Audio
- 2023 — Marketing Week: Winner
- 2022 — IPA Effectiveness Awards: Grand Prix
- 2022 — APG Strategy: Silver
- 2022 — Webby: People's Voice Winner
- 2022 — BIMA: Gold
- 2022 — Creative Circle: Gold, Bronze ×4
- 2022 — Festival of Media Awards: Winner
- 2022 — System1: Winner
- 2021 — DMA: Gold, Gold, Silver, Silver
- 2021 — Lovie: Gold
- 2021 — Campaign Media Awards: Gold, Silver
- 2021 — Creative Circle: Gold, Gold
- 2021 — Google UKI Creative Works Wrap Up: Standout
- 2020 — TED: Headline performance
- 2020 — Campaign: Faces to Watch
- 2020 — Blueprint for All: Changemaker of the Year
- 2020 — Urban Outfitters: Change Maker
- 2020 — Wimbledon Film Festival: Winner
- Stephen Lawrence Trust: Changemaker
Selected work
Strategy for brands trying to mean something in a world that's changing faster than they can keep up.
19 projects · Mischief, VCCP US, VCCP London
GetYourGuide
Shifted the focus from bookings to experiences. 23M travellers and €4.7M in a single day.
7-Eleven Slurpee Day
Brought Slurpee Day back to life.
Capri Sun: The Longest Pouch
The Longest Pouch for the Longest Day. Got Capri Sun back into culture.
White Claw: Bring The Wave
Led White Claw to become America's #1 hard seltzer and market leader.
White Claw REFRSHR
Launching REFRSHR.
White Claw at Sundance
Festival activation at Sundance.
White Claw at SXSW
The White Claw Shore Club at SXSW.
NYFW: Highsnobiety x White Claw x Tombogo
A fashion collaboration for New York Fashion Week.
Más+ by Messi
Worked directly with Lionel Messi to launch a next-generation hydration brand.
Mike's Hard Lemonade
A Hard Day Deserves a Hard Lemonade.
Cadbury Worldwide Hide
A global Easter egg hunt. 582,000 opt-ins, and still running four years on.
Creme Egg
Sales up 9%. British Arrows Silver, Creative Circle Gold.
Twirl Orange
Strategy paper. APG Strategy Awards Silver.
Dairylea
Set Them Free with Dairylea.
O2: Breathe It All In
Rethinking what connection means.
O2: Catch Some Stardust
Rethinking what connection means.
VCCP Stoke
Founding member. Opened as part of VCCP's DE&I initiative to address socioeconomic disparity.
Words & Film
Sometimes the thing is an ad. Sometimes it's a poem, a film, or a good conversation.
Eavesdrop
An ongoing experiment about culture, technology, brands and the strange ways people behave. It began with The Rise of the Populist Brand.
Have You Read George's Podcast
Shot with Feruza Aferwerki at George's childhood home with his brothers. Several images became the book cover.
George the Poet
Art direction, plus collaboration on his Barbican performances and award-winning podcast.
TED: The Camera Lens Conundrum
On the future of creativity.
Lake Atitlán
The water crisis at Lake Atitlán, Guatemala.
Real Talk & Rhyme
A pandemic experiment in poetic podcasting.
Half Stereotype
An award-winning poem, filmed and produced by the Metro.
Mixed/Other
Featured in Natalie Morris's book on the mixed experience, published by Hachette.
Use Words First
Contributing author to the BBC poetry book, edited by Jude Yawson.
Stephen Lawrence Trust
Named a Changemaker by the Stephen Lawrence Trust.
Voice acting
Voice work for brands and creative projects.
Ten years, two cities
A decade across London and New York.
2024 — Now
Mischief @ No Fixed Address
Creative Strategy Director, New York. Expedia, Hotels.com, 7-Eleven, GetYourGuide, MGM Resorts.
2022 — 2024
VCCP US
Strategy Director, New York. White Claw, Mike's Hard Lemonade, Más+ by Messi. Grew US revenue from £3M to £17M.
2017 — 2022
VCCP London
Account Manager → Brand Strategist & Head of DE&I. Founding member of VCCP Stoke. Cadbury, Dairylea, O2, Canon, Creme Egg.
2013 — 2017
Education
BA History, University of Southampton. Study abroad, History & Politics, Western University, Ontario.
Brands:
Google, DoorDash, Cadbury, Creme Egg, Dairylea, White Claw, Mike's Hard Lemonade, 7-Eleven, Capri Sun, Expedia, Hotels.com, GetYourGuide, MGM Resorts, AT&T, Yerba Madre, O2, Canon, Más+ by Messi.
Say hello
For strategy, writing, talks or collaborations.
lukealexandergrose@gmail.com