Hyundai Automotive Marketing

Digital consumer agency Collective appoints Laing as managing director


By Richard Draycott, Managing Director

April 5, 2017 | 3 min read

Digital consumer agency Collective London has appointed Carolyn Laing as its managing director, who has been tasked with taking the agency to the next stage of it development in the coming years.

At Collective, which employs around 20 people at its Farringdon offices, Laing is now responsible for growing the agency and building even closer relationships with key clients at the agency which include Hyundai, BP and MQA.

She joins Collective with more than 22 years marketing experience working on blue chip brands that include Coca-Cola, Lurpak, Corona, Kleenex, Peugeot and McCain among others.

She was most recently a director at BD Network where to date she had spent the majority of her career, initially starting off at the agency’s Glasgow office in a client services and then a management role, but relocating to London around a decade ago to accelerate growth in the capital.

Since her arrival at Collective the agency has helped to create and launch the first online ‘Click to Buy’ website for their client Hyundai that allows customers to buy a new Hyundai from their computer or smart device. The end-to-end solution allows customers to get a trade in price for their old car, configure their new car, arrange finance and pay a deposit all from the comfort of their arm chair. The agency has also launched British audio technology company MQA, which aims to take hi-res studio quality audio to the masses. Collective created two short branded films for the official launch campaign featuring up and coming artists Edgar Moreau and Mike Ellison.

Speaking of her appointment Laing said: “Joining Collective was a real no brainer decision for me. I knew I wanted to move to a really exciting digital agency that had a truly impressive creative product and a strong collaborative culture. An agency whose main focus was around the work, not egos and who have a compelling proposition putting people at the heart of all things digital.’’

“Meeting the team at Collective was really refreshing and I am looking forward to working with our great list of clients. We have an ambitious growth plan which will see us launching new products and offerings so watch this space.”

Collective co-founder, Adam Cleaver, said: “Carolyn’s extensive business management experience combined with her consumer-first attitude and unbridled curiosity, energy and enthusiasm makes her a perfect fit for Collective. We’re absolutely delighted to have her on board.”

Hyundai Automotive Marketing

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