Caroline Manning

Caroline Manning is Chief Design Officer at Initiative UK, where she is responsible for driving planning excellence across the agency and leading a team of award-winning strategists. Caroline has led planning on some of Initiative's biggest business wins, including Bayer and the retention of NatWest, and has delivered transformative work for brands such as Amazon (including the launch of Alexa), Carlsberg, Canada Goose and Bupa. Caroline's work has been recognised at Cannes Lions, Media Week, Campaign Media Awards and Marketing Week, among others. Alongside her agency role, Caroline is a sought-after industry voice and delivered the keynote at the IPA Strategy & Planning Summit 2025. She is passionate about creating media that genuinely makes a difference to people and believes the best planning happens when commercial impact and human insight meet.