Caroline is Chief Design Officer at Initiative and is responsible for driving excellence in planning across the agency. She leads a team of brilliant planners and loves nothing more than developing meaningful campaigns that truly makes a difference to a consumer and get noticed. She has developed media activations across a wide span of categories and with many brands on a transformation journey including Amazon and the launch of Alexa, Carlsberg and the award winning relaunch of Danish Pilsner, Canada Goose and NatWest. Caroline's work has won awards at Media Week, Campaign Media, Cannes Lion, Marketing Week and more. She is passionate about supporting the next generation of planners and building a community of fantastic planning minds!