Claire McAlpine is Head of Inclusive Planning at MediaCom, which focuses on driving authentic representation throughout the comms planning process. Claire is leading a substantial transformation by embedding DEI principles into ways of working – bringing together the people, the systems and the culture to make this a reality. She works with MediaCom’s biggest brands such as Mars, Uber, Tesco, Sky, Google and many more, to drive systemic change through media planning and buying – both in the UK and globally. Over the last 15 years Claire has consistently worked on award winning campaigns with brands across the commercial and public sector. Campaigns have been as varied and important as domestic violence, crime reduction, mental health and disability stigma and sustainability. She is an irrepressible advocate for the importance of diverse voices through the creative process and creating the organisational and culture change required to make this a reality. Claire’s work is recognised with the IPA iList 2022, who recognise her as an ‘inclusion trailblazer’ that is working to change our industry for the better.