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Karen Fraser MBE

Founder of Credos

Karen founded and leads Credos, the think tank for advertising and commercial communications, and she created and analysed the timeTo survey. She was awarded the MBE for services to diversity and advertising in the 2017 New Year’s Honours list.

Karen created the report series Advertising Pays which shows the £120bn contribution advertising makes to the UK economy. Credos also monitors advertising’s impact on society. The Minister for Women and Equalities took Karen’s work on advertising and young women’s self-esteem to the United Nations.

Previously Karen has consulted to brands, agencies and government on strategic communications. She has given a speech at a dinner in the House of Lords on advertising and Brexit. Her work has featured in The Economist, The New Statesman, Financial Times, and on Radio 4 and Newsnight and she won a worldwide competition for a place on the Harvard Business Review: Breakthrough Ideas List for her article about corporate reputation.