Catherine Morgan is a fan of big ideas and few come bigger than the outdoor advertising sites she looks after for Ocean. “A real step-change happened when I joined; I was given the freedom to experiment with iconic digital platforms and champion new tech startup partners,” she says. A degree in industrial design means she has an eye for transforming these spaces into a real digital experience. She is also responsible for setting up Ocean Labs, a team dedicated to creating innovative and award-winning campaigns for clients, including ‘Look At Me’ for Women’s Aid, which saw an abused woman’s bruises healing the more passers-by looked at her. Morgan’s biggest challenge is to alter the perception that out-of-home is just billboards. “Part of my role is is educating and changing that belief. The best ideas are born from collaboration, so only when everyone is armed with the necessary knowledge can we continue to push the boundaries.”