We were recently joined for a Lunchtime Masterclass with Tracy De Groose, managing director at leading London media specialist Carat. This web chat is now closed but you can see all the questions posed to Tracy and her answers in the transcript, below.
Tracy has spent 20 years tackling some of the UK's biggest marketing and communications challenges, both client and agency side.
Since Tracy joined Carat in September 2010, she has been working with clients such as Disney, Kellogg’s and Diageo to re-structure teams and approach to media to find new and different ways to deliver business value.
Over the past five years, the company has won more major awards than any other media agency, from Cannes Media Lions to Marketing Society awards.
During her time at Whitbread Beer Company, Tracy led Stella Artois from top 20 to a top 10 FMCG (fast moving consumer goods brand), winning FMCG brand of the year in 1998.
At media agency Starcom Motive, as communications director, Tracy helped conceive and implement award winning creative media campaigns for Stella Artois, Levi’s and Johnnie Walker, both in the UK and internationally.
At Naked Communications, as its first UK managing director, she helped build, scale and sell an international business anchored around communications strategy (that many said couldn’t be done!). As a marketing consultant she helped unite the drinks industry to successfully launch a £100m social marketing campaign to promote responsible drinking working alongside government.
Home is undoubtedly more challenging for Tracy. Two young boys and a husband working in the industry, make for many late nights, early mornings and never enough sleep.
This masterclass has now finished but you can read the discussion in full, below.