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Camille Gray

Camille Gray is a strategy director at Initiative, a full-service global media agency built to grow brands through culture. She is currently the lead strategist on the Afterpay account, having spent the previous 5 years launching the Amazon business in Australia. With a foundation in digital planning, she specialises in consumer trends across emerging media platforms, focusing on trends within e-commerce and streaming. Last year, she won Silver at the 2021 Cannes Young Lions and she recently represented Australia at the 2022 APAC Young Spikes competition. She is passionate about retail, having run her own column called Add to Cart, frequently re-published across Adnews.

From the author

Balenciaga x Simpsons. Balmain x Barbie. Is cringe the new cool?

The cult of ‘cool’ has shifted further and further towards the fringe, with fashion brands seemingly trying to out-nerd ...