Motive's New Playbook: A Legacy Handover and a Bold Bet on Dual Leadership

DENVER, CO – June 17, 2026 – In a significant strategic recalibration, creative agency Motive, the force behind campaigns for titans like PepsiCo, Burger King, and Disney, has announced a pivotal evolution in its leadership. The retirement of esteemed President Krista Nicholson after a 14-year tenure sets the stage for a new chapter, one defined not by a singular successor but by a collaborative partnership. The agency has elevated long-time executives Hillary Miller and Brooke Bartlett to the roles of Co-Managing Directors, a deliberate move that signals a deeper industry trend towards shared accountability and diversified expertise at the top.

This transition is more than a simple changing of the guard; it's a calculated bet on a new model for navigating the complexities of modern brand building. For an agency that prides itself on creating work that serves as “cultural epoxy,” this internal restructuring is a direct reflection of its external philosophy: that true innovation arises from the intersection of complementary forces.

A Legacy of Culture and Growth

To understand where Motive is going, one must first appreciate the foundation Krista Nicholson built. Her departure marks the end of an era for the 25-year-old agency. Joining in 2012 as VP of Operations/Strategy, Nicholson’s ascent to the presidency in 2018 capped a period of significant growth and creative recognition. Her influence is deeply embedded in the agency's DNA, a point underscored by founder and CEO Matt Statman.

"Krista has been the heartbeat of Motive for over a decade," Statman said in the announcement. "Her strategic vision, unwavering dedication, and profound industry expertise have shaped this agency into the creative powerhouse it is today." This sentiment is echoed throughout the industry, where Nicholson is recognized for her tenures at Aspen Skiing Company and other notable firms before her impactful run at Motive.

Under her leadership, the agency didn’t just grow its high-profile client roster—which includes Frito-Lay, Dick’s Sporting Goods, and Ram Trucks—it solidified a reputation for a vibrant and resilient internal culture. Nicholson herself pointed to this as a key achievement. "Looking back, I am most proud of the culture we’ve cultivated and the boundaries we’ve continuously pushed for our brand partners," she shared. Her parting endorsement of her successors was unequivocal, stating she steps away "knowing the agency is in the absolute best of hands with Hillary and Brooke." This handover isn't a break from the past but a curated evolution, passing a torch to leaders steeped in the very culture she helped fortify.

The Co-Leadership Gambit

The decision to replace a single president with Co-Managing Directors is the central strategic narrative of this transition. It’s a move that is gaining traction across industries but remains a bold choice in the high-stakes, personality-driven world of creative agencies. The potential benefits are clear: a fusion of diverse skill sets, shared executive burden, and a built-in mechanism for collaborative problem-solving. However, the model is not without its challenges, demanding exceptional communication and a clear delineation of responsibilities to avoid internal friction or strategic ambiguity.

Motive’s choice of Hillary Miller and Brooke Bartlett appears designed to maximize the model’s strengths. Miller, the former Senior Vice President and Group Account Director, brings deep experience in client strategy and relationship management. Bartlett, formerly the Senior Vice President of Digital Innovation, offers a forward-looking perspective rooted in technology and emerging media. This pairing of client-facing stability with future-focused innovation is the core of Motive’s bet. Their combined institutional knowledge is intended to provide seamless continuity for the agency's roster of globally recognized brands.

In a joint statement, the new leaders addressed this dynamic head-on. "Our complementary backgrounds and shared history at Motive allow us to seamlessly bridge the gap between proven continuity and forward-thinking innovation," Miller and Bartlett stated. This structure formalizes a partnership between the two critical pillars of any modern agency: stewarding flagship client relationships and pioneering the next wave of digital and cultural engagement.

Continuity Meets Acceleration

The practical implication of this new structure is an attempt to solve a perennial industry challenge: how to maintain excellence in execution for existing partners while simultaneously accelerating the pace of innovation. For clients like those in the massive PepsiCo portfolio—from Gatorade to Lay's—the promise of continuity from a familiar leadership team is paramount. The dual-director model ensures that institutional knowledge remains at the highest level of agency management.

This move is also part of a wider, more deliberate leadership evolution at the agency. Last year, Motive appointed its first-ever Executive Creative Directors, Spence Trierweiler and Chris Reinhard. With the account and innovation leadership now solidified under Miller and Bartlett, the agency has constructed a four-person senior team designed for a new era. This structure appears engineered to support Motive’s mission to "accelerate how we move at the speed of culture." By distributing executive responsibility, the leadership team can theoretically be more agile, with Bartlett focused on identifying emerging cultural and technological trends and Miller focused on integrating them into actionable strategies for clients.

This dual approach is critical for an agency that defines its work by its ability to create, co-create, and curate culture rather than simply follow it. The success of this model will be measured by Motive's ability to continue delivering award-winning, culturally resonant work that not only reflects the zeitgeist but also drives tangible business results for its partners.

The Project Worldwide Perspective

Motive’s internal evolution also aligns with the philosophy of its parent network, Project Worldwide. Project operates not as a monolithic holding company but as a global alliance that champions an "independent, founder-led ethos" for its constituent agencies. This model encourages agencies like Motive to maintain their unique identity and innovate their own management and operational structures.

The promotion of internal talent into a novel leadership configuration is a testament to the autonomy Project affords its partners. Rather than a top-down mandate, this change appears to be an organic solution developed within Motive to address its specific market position and future ambitions. A successful transition will not only strengthen Motive but will also serve as a powerful case study for the entire Project Worldwide network, showcasing a flexible and forward-thinking approach to agency governance.

By empowering its agencies to adapt and evolve, Project fosters a more resilient and dynamic network. Motive's leadership shift is a clear example of this principle in action, reflecting a belief that the best path forward is one designed by those who know the agency, its people, and its clients most intimately. It is a confident step into a new chapter, built on a respected legacy and powered by a collaborative vision for the future.