Creative Pioneers: Grey London’s Caroline Pay on what makes a good brief

In this video series we speak to creative leaders about their approaches to commercial creativity, how they respond to briefs, deal with clients, lead a team and more

Caroline Pay, Joint CCO at Grey London discusses her way of working; how she approaches a brief, what makes a good creative brief and why she likes the pitching process.

She also shares her views on the role of awards within the advertising industry and the challenges of being a creative leader.


Milton Keynes