A woman with dark, curly hair smiling in front of a pink wall.

Carole Davids

Creative Director

To date, I’ve enjoyed a 20-year career in creative industries across the globe. I’ve been above the line, through the line, experiential, social-first, immersed in broadcast, to the metaverse and back. What keeps me excited about the industry is change and its relentless evolution.

It’s an industry that thrives as a survival mechanic for business and has continued to give me the privilege of leading, collaborating and learning with diverse minds.

It’s my belief that the best work comes from assembling ambitious teams in spaces with a culture of bravery - where fear is removed, and independence is fostered through upskilling, to create truly original, meaningful, and authentic ideas.

What keeps me grounded are my roots.

I was raised in the care system in an amazing children’s home whose success was down to the diversity of the 450 kids, united by their differences - a great example of building a supportive culture that celebrates the crew behind the work.

  • Various brands and agencies. Lyreco, Toyota, Lavazza.

  • Permalance. Working with teams across accounts. Amazon Business TVC. Amazon sustainability. Amazon recruitment OOH. The Colective.

  • I was approached by the infamous Morten Grubak to join Virtue to help build a very young creative department across the globe in their borderless structure. Pitched with the global team to win Coke, Lovehoney and manage the day-to-day running of the London office on various accounts.

  • Joined Good Brains for Good Brands during covid and was invited to help Gentle Forces on a project with a domestic violence charity and the Commonwealth and Baroness Scotland to get governments to unite. I then joined the Gentle Forces collective to help shape and create Move for H&M.

  • Joined the Elephant room to help grow the agency, shape the creative product, manage existing clients and bring in new business. Built a relationship where trust was lacking by creating a campaign for Uber with the LGBTQ+ community for Pride 2020. Helped to inspire good mental health with The Great Create campaign for The Prince’s Trust in their support of Young Ambassadors. Challenged perceptions of fostering with a recruitment campaign for York City Council. 

  • At Heyhuman I led creative teams across multiple disciplines in TV, print, radio, experiential and digital. Managed the agencies ATL creative offering across their existing brands of Diageo. Won new business from Mondelez and created their award-winning Oreo slide. Won Cadbury, Wooga Gaming and Heath & Heather teas. Won and successfully relaunched the Slimfast brand to become a wellbeing brand with a long-term creative platform across all media - doubling their revenue and tripling their profit.

  • Working with a fellow creative to change the landscape of advertising through freelancing.

  • At Karmarama I helped teams across Creative PR and Film production. Relaunching the Fair Trade brand purpose through experiential. Creating platforms for the Nintendo products to democratize gaming across all ages. Reworked Onken’s TV budget by partnering with Metro to deliver 52 weeks of fresh content on their YouTube channel. BBC ongoing coms.

  • Poached by Simon Cowell to use transferable skills, strategic insights and knowledge of mass market brands continue to build the SYCO Entertainment Global brands. Creating new corporate branding. Developing new and existing global formats. Introducing new platforms online. Forging new partnerships with advertising brands. The X Factor. Got Talent, FGF, and You Gen channel. 

  • Poached by Leo Burnett to run Kellogg’s biggest brand, Special K; managed and nurtured creative teams to take the brand from being a ‘two-week diet’ brand to an everyday, delicious food brand. Launched MySpecial K food plans online for the UK. Working with the planning team to manage qual and quant research and production for twelve product ranges across multiple markets. Delivering over 20 campaigns yearly across the UK, Europe and LATAM; adapting across multiple disciplines in TV, print, radio, experiential and digital. 

  • Worked alongside the Global ECD at McCann in London on all the General Mills Nestle Cereals brands. Gave one of their oldest brands a new life by creating their most famous fully integrated ad campaign with Shreddies Knitting Nana’s. Launched the ‘Whole Grain Nation’ initiative across the Nestle Cereals range. Shredded Wheat, Cheerio’s, Nescafe, Walls Ice Cream and Richmond sausages, MOBO Awards, Bacardi, Carte dor. 

  • Cut my teeth at McCann in Manchester on Fat face, BMW bikes, YKK zips, Kimberley Clark, Vauxhall Hitachi, Clark’s shoes, Berghaus, Ellesse Sportswear, Billington's sugar, Glaxo SKB, Zeneca Berghaus.