Founded in 2012 by Abby Newell, Piaffe was originally set up as a side project to manage Charlotte Dujardin CBE, while Abby was working in a creative agency in London. She went full time with the company in 2015 and Piaffe has continued to grow into a reputable management company for clients within sport, entertainment, and beyond. 

Abby Newell

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. On her return to the UK, she moved to London and spent several years working in music publishing for major companies such as BMG and Universal before moving onto major record label, Sony Music where she remained in a senior role for four years. At Sony Music, she was a senior member of the Synchronisation team, pitching and licensing recorded music 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, film, television and creative agencies.

A contract role with Warner Brothers 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 still entertains millions of eyes everyday and this experience and understanding of crafting such strategic 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 has worked with since.

Piaffe has continued to grow year on year since its inception, attracting some of the most promising riders in the country. In 2018, Abby set up a new company called www.wearelevade.com to consult for brands and events, as well as creating the companies own events with world class riders.

In the same year, Abby was introduced to the Chairman and CEO of the Royal County of Berkshire Polo Club and professional polo player, Jamie Morrison, and asked to consult on The International Day when it moved to the club for the first time in 2018. Jamie also joined Piaffe as a represented athlete in the same year.. Following the event, Abby accepted the role as Commercial Director at the polo club and the offices of Piaffe and We Are Levade are now based there.

She classes her work as a lifestyle, travelling the world and growing her knowledge and network regularly.  She is thoroughly committed to growing the companies she works with and helping her clients reach their goals. uk.linkedin.com/in/abbynewell

Newell reveals herself to Eurodressage as a stand-out from other PR professionals with what seems to be a relentless energy and commitment to achieving her goals”
Astrid Appels - Eurodressage