Kat has been at freuds for over 11 years, working across the spectrum of freuds’ teams and clients. As Head of Strategy, Kat specialises in driving cultural, behavioural and organisational change through communication and innovation. In the last year this has involved exploring how to better embed data analysis and science into the freuds strategic process to help both quantify our value to clients whilst uncovering insights to inspire creativity. Her remit means that Kat works closely with a range of freuds clients from both the private, commercial sector (Sainsbury’s, Roche, EY, Mars, Diageo and AbbVie) and the public and charitable sector (Public Health England, Ashoka and Comic Relief). She is also involved in new business, recently working closely with Julia Bainbridge to grow the freuds health offering whilst helping to bring leading organisations, such as Sainsbury’s, onboard as a freuds clients. Whilst part of what powers this work is exploring new tools and techniques, Kat believes that collaboration is critical and is passionate about the opportunity to bring different people from across the agency together to offer our clients better and more brilliant solutions.