40 Under 40 2021: Chris Colter, Initiative
An ace planner, Colter has risen from media trainee to chief strategy officer in just a decade, and led the reinvention of a struggling agency.
Away from work, Chris Colter is an enthusiastic race car driver. At work, though, he has put his speed and skill to great use rising from media trainee to chief strategy officer in just a decade. As a strategist, he believes that media planning has become homogenised and usurped by data and analytics at the expense of real-world insight, and his work is driven to improve those perceptions.