What is


The FMCG agency scene is an exciting and rapidly evolving world! With routes across digital, media, in store, branding and experiential, this is a great function to link the client need with the creative potential. Rapid upward movement and industry focussed moves are a feature of this space equally as are those in-house / client side.

I started out studying Psychology at university and the subject remains a huge passion of mine. Whilst I hadn't planned on a career in marketing at that stage, I still very much enjoy the parallels, understanding how and why people act in order to influence them is genuinely fascinating.

I didn't have a real career plan when I graduated, but I was keen to explore both marketing and HR as areas of potential interest. I applied for a role at Procter & Gamble and was very lucky to land it. I joined their Shopper Marketing Team, building marketing campaigns across their brand portfolio (the likes of Pantene, Ariel, Gillette, Fairy) and working with retailers like Sainsburys and Waitrose.

It was a fantastic place to begin your career, you got brilliant training, exposure to working with some very significant FMCG brands and I worked alongside some really talented people.  It was there that I met a start-up agency called Capture who were doing really different things in the agency-space, they had a unique model, ambition to change the market and there was real excitement about what they were trying to do. I've now been at the business for nearly ten years (to be honest, I'm not quite sure how that happened!) Over that time, what was a small business with a team of 7 has become a network of subsidiary agencies with a staff of over 130 employees. In my time here, I've led some big accounts (Diageo, Mondelez, Samsung, Nike), run partnerships teams (The Very Group, Mothercare) and helped to land some really exciting new business (the Co-op & most recently Deliveroo).

I've also taken on some really varied operational roles, everything from running our People Team to our internal expert functions (Planning, Creative and Insight).  I can't extol the virtues of working for a rapidly growing business more, sometimes it can feel like you're running before you can walk, but you can build really diverse experience & learn on a significantly accelerated path. I'd really implore everyone to turn their hand to both big corporates and small businesses in the course of their careers, there's a huge amount of benefit to both and if you're passionate about learning, it's one of the best things you can do.

Industry Voice

Katie Streeter Hurle

Group Business Director

Shopper Media Group

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