Alice McRoe

Creative , Grayling

In her first year at the agency, McRoe contributed more than £1m in extra revenue, while providing creative counsel and support that has helped shape Grayling's direction - taking her role from UK to global. McRoe's recent campaign for dating app Badoo - 'Blood Lust', which matched daters by blood type - resulted in thousands of connections and £10,000 raised for Blood Cancer UK. McRoe developed Grayling's Creative Champions group, giving all staff the chance to tackle live briefs in pairs.

Nominator says: "In her first year at Grayling, Alice has made a huge impact, from the bottom-line up"