Following stints some of London’s most creative advertising agencies, including Mother and Wieden + Kennedy, Caroline Pay is now deputy executive creative director at BBH. Her work in the past has including standout campaigns for Levi’s, FRANK, Baileys and Refuge, and she now oversees the account for Tesco, the UK’s biggest retailer.
BELOW: Tesco’s Valentine’s day campaign
Since it gave its account to BBH in January 2015, Tesco has launched a series of highly successful online films, including one featuring a prank Halloween ‘Spookermarket’ and a charming Valentine’s film which matched people according to the contents of their shopping baskets.
BELOW: Film by BBH introducing Tesco’s Spookermarket
Pay has been a champion for helping more women get to the top in advertising, and is also recognised for her support of new talent throughout her career. Most recently she helped commissioned a series of artworks from both established and up-and-coming graphic artists, including two students. These were displayed at the Protein Gallery in London before being auctioned at Christie’s, with all monies raised going to Refuge.
BELOW: A film from the Loose Women campaign