Pay quits Grey for Headspace

Grey London’s co-CCO Caroline Pay is leaving the agency to take up the new role of chief creative officer at LA-based meditation and mindfulness company, Headspace.

From September 4, Pay will direct Headspace’s creative team, including content, design, marketing and communications, reporting to co-founder and CEO Rich Pierson. She will guide all creative activities and serve as a thought leader to ensure Headspace continues to grow its leadership position worldwide, including digital, experiential, and traditional advertising, as well as all marketing and public relations campaigns and initiatives.

“Having known and worked alongside Caroline since 2005, I have long regarded her as one of the most dynamic, innovative and original creative voices on the planet,” said Pierson. “As we enter an exciting era of growth and massive opportunity, there is no one I trust more with the Headspace brand than Caroline. She brings endless energy, ideas and enthusiasm to our creative teams, is a proven champion for diversity and inclusion, and is just the strategic leader we need to realize Headspace’s ambitious vision for improving the health and happiness of the world.”

“I knew Rich when he first conceived of Headspace with his co-founder Andy Puddicombe and reuniting a decade later to lead their amazing creative team is a once-in-a-lifetime opportunity for me to explore the wonderful intersection of tech, health and start-ups,” said Pay. “Headspace is one of the world’s most differentiated, important and socially mission-driven brands, so being given the responsibility to guide its exciting future with groundbreaking branded content, storytelling and entertainment is a challenge I enthusiastically embrace, especially considering it’s such a remarkable chance to have a lasting, measurable impact on the lives of people everywhere.”

The move comes after a year at Grey London where Pay served as joint CCO alongside Vicki Maguire, leading creative on accounts including the LRS portfolio, the United Nations and London’s Metropolitan Police. “I’m losing my work wife but it’s LA, and Headspace is an amazing company," said Maguire. "They are lucky to have her.”