Success in marketing campaigns comes from those that create real change, according to Initiative’s director of client advice and management, Maddison Keogh. During this year’s B&T Women in Media Awards, presented by Are Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating their invaluable contribution to their industry through leadership, innovation

Camille Gray is a strategist at Initiative. She specialises in retail marketing, specifically e-commerce, focusing on cultural and media trends. She has a regular column, Add to Cart. It’s a familiar scene in a marketing agency. The brainstorm has lost momentum. People stare blankly into the distance. Ideas have run dry. The painfully soul-sucking silence continues for