Bonkers ideas, Barbie and preventing burnout: a day in the life of Katie Peake, co-founder of Backlash

Katie Peake headshot - white woman with blonde hair in black and white photo
(Image credit: Backlash)

Katie Peake is co-founder of Backlash, a brand experience agency that specialises in retail and beauty. Starting out as a designer for a shopper marketing agency working for FMCG brands such as Asda and Greggs, Katie then progressed into a range of art director roles, where she discovered the emerging worlds of experiential and brand experiences.

As creative director of an agency, she created globally recognised experiential work for multimillion pound client Coca-Cola and has since set up Backlash with her two business partners. I caught up with her recently as part of our Day in the life series, to discuss the freedom that comes with experiential marketing, how Backlash aims to rehabilitate burntout creatives and the importance of not hiding your true self at work.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.