Do Not Watch This Talk!
Caroline Pay celebrates the rebels and the next generation of makers, as she looks at why we can finally break all the rules.
She also explains why it’s vital to take advantage of the old men trying to keep the old system in place.
True creative freedom comes from not doing as you’re told.
The Microsoft Surface Stage
12:00 - 12:45
Caroline Pay is joint CCO at Grey, where - alongside Vicki Maguire - she runs a 400-person agency full of bright, ambitious people doing the very best work of their careers. For 20 years she’s worked for some of the industry’s biggest names, including Mother, BBH and W&K. She also found time to run her own business for a few years – a celebration of her ambitious and pioneering sense of independence.
She landed at Grey in April 2017 and says “I am in my element. All the opportunities, a great crew, fabulous reputation and in Vicki the best work-wife on the planet!”. As a CD Caroline always pushed to do things she’d never done before. She loves the scale and pace of big retailers, having worked with The Post Office, New Look, Boots and Tesco as Deputy ECD at BBH. She’s also won major awards for big FMCG brands, including Levis, Coca-Cola, Honda, Schweppes and Dr. Pepper.
As Joint CCO at Grey, Caroline’s time is split between pushing their creative work as hard as possible, while also ensuring the agency remains a great place to work and a destination for new and established talent. “I’m proud to be one of the few female CCO’s in the business, and both myself and Vicki do our best to champion diversity within our agency and throughout the broader industry”.
Her creative ambition is to channel the bravery and power of gut instinct within Grey and its clients. “I want us all to trust our judgement and make those brave calls. I want to remind people why we do this wonderful job”.