Picton has previously worked for world-class companies including BBC, SKY and more recently at Red Bull Media House holding the role of Senior Creative Manager. Ribble’s appointment of Picton is aligned to a dynamic strategic vision and business plan – which has seen an everincreasing demand for their award-winning, world-class range of bikes. Picton’s extensive 20 year creative experience will further enhance Ribble’s leading proposition ensuring the 124yr British bicycle brand remains at the very forefront of digitally led multi-channel commerce, cutting edge design, innovative content and creative direction.

Picton comments: “After spending five years in Salzburg, directing and producing sports and entertainment content for Red Bull Media House, I wanted to return to the UK and join a leading and forward-thinking British brand. Therefore, I am proud and delighted to be joining Ribble Cycles as its Head of Creative. I have enormous respect for Ribble’s heritage and its global ambitions are clear to see. I’m excited to be able to lead the brand’s content generation and creative direction in contribution to its exciting future growth strategy.”

Picton will be responsible for the overall creative direction of the business, leading the team and working with all departments to further Ribble’s position as a global market leader and to create content to disrupt, provoke thought, brand enhance and truly inspire.

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Andy Smallwood, CEO comments: “The appointment of Simon to Head of Creative is a major part of our business and brand development plan. Attracting highly talented and experienced people to the team is a testament to our strategic vision and mission, which has dramatically evolved over recent years. Simon’s experience, at Red Bull and the other brands he has helped to drive forward, aligns perfectly with our next strategic phase and further growth. We welcome Simon to the Ribble team and look forward to him leading our creative content, innovation and edge.”