Caroline Catterall, founder and CEO of Keep Left, has been at the helm of the agency for over two decades, guiding it from a small PR firm to a powerhouse in creative and media. Known for her relentless pursuit of growth and her instinctive, gut-led approach to business, Caroline is passionate about breaking boundaries and helping the next generation of women in media find their voice.
Chatting with B&T’s own Greg “Sparrow” Graham, she shares insights into her career journey, the evolution of Keep Left, and the values that have defined her leadership—from championing a growth mindset to celebrating moments of triumph with her team.
1) You started Keep Left 23 years ago, an amazing achievement, if you could only pick one highlight what would it be?
Catterall: Winning the B&T Award for Best Consumer PR Campaign for Crust Pizza back in 2008. I’ll never forget that feeling of walking up to the stage and accepting the award! That win really energised our team and helped establish us as an agency.
2) You’ve recently won a B&T Women In Media Award & you mentor with the Aunties, why is this important to you?
Catterall: I’m lucky to have been my own boss for the majority of my career, so haven’t experienced the challenges a lot of women face in our industry. But I’m aware these challenges exist and am passionate about advocating for the girl’s club. As an aside, my Aunties mentee recently relocated, so if anyone is looking for a mentor, I’m open for business.
3) I love that you have a growth mindset & follow your gut instincts, is that rare in today’s environment when most people play it safe?
Catterall: I think a growth mindset is a lot rarer than listening to your gut. A growth mindset has probably been my biggest asset over the years and helped me succeed in business. It’s less about taking risks and more about having the ability to stay a course and navigate challenges and setbacks. Particularly in this market, that may just be a superpower.
4) The agency has evolved from PR to advertising, design & content has this been client-driven?
Catterall: It’s been client and media-driven. The landscape we operate in, and what we need to do to make effective work, have changed and we’ve responded accordingly. No doubt, my own professional ambitions have probably played a role in this too. We are proud of our PR heritage but haven’t been content with sticking in a pure PR lane. This ability to flex offers advantages to our clients.
5) Who have been the mentors that have influenced your career?
Catterall: I’ve been a bit late to the party on the mentor front but have made up for lost time in the last couple of years forming relationships with both Chris Savage and Melinda Geertz. I’ve learnt so much from them about running a good business.
6) As an industry what’s one thing you would change to make us all better?
Catterall: I would wave my magic wand and eradicate imposter syndrome, which seems to strike a lot of women in our industry in their late 20s and early 30s. Both the women in our industry and the industry as a whole would be better if women never doubted their voice or seat at the table.
7) You started out in your early 20’s, what has been your one major leadership learning over that time?
Catterall: Be honest, have empathy.
8) With the current economic headwinds, are your clients still spending?
Catterall: 2024 has felt like a maintenance year for a lot of brands. We’re lucky to have some incredible clients who still have the appetite to invest and do creative work, but on the whole, budgets are down, the market is tough, and the hustle is real.
9) What’s one thing that’s not on your LinkedIn profile?
Catterall: The youngest member of our family, the British Shorthair cat we rescued earlier this year, Aggie. She is the laziest animal on the planet and completely hilarious.
10) Important last question: do your parents know what you do?
Catterall: I would guess my parents understand what I do to about 50%. My children, on the other hand!! My 11-year-old has started to give me advice on which parts of the business to focus on, and my 7-year-old is always useful to consult in a moral dilemma. They hear and learn a lot while I’m driving them to swimming classes and talking on the phone.
