Abby Newell - Director
Piaffe was founded by director Abby Newell initially as a side project at the end of 2012 to manage the business affairs of World Ranked Number One rider, Charlotte Dujardin. Now full time with the company and operating it from the London office, Piaffe has continued to grow into a reputable consultancy for clients within sport, entertainment, digital and beyond. Abby graduated from University where she studied both in the UK and in Spain, to move to New York City in 2003, where she learnt the art of marketing and public relations under the expert guidance of Sally Fischer, CEO of SFPR; a relationship she is still humbled to have to this day. On her return to the UK she spent several years working in music publishing for major companies such as BMG and Universal before moving onto major record label, Sony Music. Here she held a senior position in Synchronisation team for four years, pitching and licensing recordings to clients in advertising, film, television and gaming which allowed her to gain an in depth knowledge and contact base across multiple sectors including within advertising and creative agencies.
A contract role with Warner Bros Film followed, leading her to a two year stint at a Creative Advertising Agency, that specialised in the marketing and advertising of some of the most prolific entertainment IP in the world including Downton Abbey, the Bond franchise, Hunger Games and many more. The work of the agency entertains millions of eyes everyday and this experience and understanding of crafting such campaigns has allowed Abby to introduce the power and effectiveness of creative communications to the sectors of sport, entertainment, and a multitude of brands whom she works with through Piaffe. She thoroughly enjoys meeting like minded people in the office, over coffee or in a bar! uk.linkedin.com/in/abbynewell
Danielle Warren - Event and Brand Management
Danielle is a specialist in Events and Brand Management,with over eight years of events management experience internationally. She has had notable roles in this space, including Head of Events for Elemis; the leading luxury British skincare and spa brand; as a consultant for one of the largest travel management companies in Dubai, and several contract roles for Loreal Middle East,
Danielle’s most recent position was as a Senior Events Manager for the #7 Best Global Brand – Samsung Electronics.
Since the age of four, Danielle has loved everything equine, from competing in the Pony Club up to 1m in showjumping, to learning endurance riding while living in Dubai through her early twenties, Danielle had always owned horses and currently has her own youngster and has a life-long passion for horses. She recently launched Simply Horsebox, a bespoke one-stop-shop for equine transport with a focus on rider and horse safety and Danielle combines this affinity to horses with substantial experience in customer relations and activation.