Avra Lorrimer / MD Consumer Packaged Goods
We live in the Tinder era when it is all too tempting to swipe left on a brand, and be taken in by the lure of a price break or a new claim. When you work in categories like baby care and feminine care, that are literally disposable, it's easy to get into a one night stand mentality. I believe that our job is to create campaigns, content and conversation that help people to build meaningful and lasting connections with brands - that make them want to try, buy and as Beyoncé so eloquently said, ‘put a ring on it.’
Avra leads the consumer packaged goods team at H+K. The team has experience and expertise across a wide range of categories including beauty, grooming, baby care, consumer health care, personal care, home care and fabric care. The one commonality across all the work is a focus on placing an understanding of the person buying and using the product at the heart of the communications. This approach elevates our work from claim one-up-manship (our product is bigger, better, faster) to forging meaningful connections with the target consumer.
Throughout Avra's 15 year career, she has worked with world's leading consumer packaged goods companies on some of the world's most known and loved brands. She is particularly proud to have led the team behind the world-changing Pampers-UNICEF partnership and the team that brought the empowering message of #likeagirl to the UK.
Avra is a passionate believer that in order for today's generation of women in the workplace to aspire to and achieve leadership positions, they need to see and hear from strong female leaders. She leads Meet HER, an initiative that brings inspiring women leaders to H+K to share their experiences and advice.
Before joining H+K, Avra worked at Edelman and Ogilvy Public Relations. She studied English and art history at the University of Pennsylvania, and has taken post graduate courses at the Stern School of Business at NYU and Sotheby’s Institute. In case you can't tell from her accent, Avra moved to London from NY almost a decade ago, and she now lives in North London with her husband and daughter.