Catherine Turner, founder and CEO of CTL Communications, was the winner of this year’s Agency Pioneer Award at the CN Agency Awards 2025. The Award celebrates individuals who have made significant contributions to the events industry, highlighting their roles as innovators and pioneers.
Catherine began her career in the industry as a freelancer on a project in Madrid. She went on to hold several full-time agency roles, gaining valuable experience and establishing herself in the sector. When the agency she was working for ceased trading, Catherine seized the opportunity to launch her own venture, CTL Communications, in 2009. What started as an events-focused agency has since evolved into a business that specialises in content activation through multi-channel campaigns across both communications and live events. The agency’s integrated approach is designed to solve complex business challenges and to inspire action and behaviour change. Reflecting on her journey, Catherine says: “When I first started the agency from my spare bedroom, it was a bit of a leap of faith. To see how much we’ve grown — we’re just under 100 people now — is incredible.”
Reflecting on her Agency Pioneer Award win, Catherine said it was an honour to be recognised as a female leader in a traditionally male-led industry. “I had a lot of women approach me after the show to say how inspired they were,” she notes. For Catherine, the award is a powerful validation of the hard work and resilience it takes to build a leading agency. She says: “At some point in every career, many of us experience imposter syndrome, so to be recognised alongside the agencies I’ve admired for years is truly exceptional. Receiving the award on stage in front of my peers was a real ‘pinch me’ moment.”
Hurdles and highlights:
Every career comes with challenges and high points, and for Catherine, her proudest achievement has been watching her team grow—from five to 100 in just five years. She says: “I’m so proud of each and every one of my team. Seeing them as passionate as I am about CTL’s growth is exciting.” She’s also proud of her commitment to DEI, with a leadership team that’s over 70% female, as well as her involvement in WeConnect, which allows her to support other women-owned businesses.
Reflecting on challenges, Catherine points to the agility and innovation demanded by the COVID-19 pandemic, which pushed CTL to elevate its virtual and internal communications offering. She adds: “We met people where they were—online—delivering cut-through messaging in an overcrowded space. I’ve always had a ‘can do’ attitude. With the right people around me, challenges have always become opportunities.”
People-first leadership and team culture
A major part of running an agency is creating a winning culture, which is no mean feat with such an accelerated growth curve. Catherine says: “In my view, people work hard for people they enjoy working for. They don’t want to let their manager, team member, colleague, or client down, so they’ll work harder, be more committed, ready to excel. I try to be a role model, to get in the trenches with my team, to be there to support them whenever they need, however I can. And to have fun doing it, too!”
CTL Communications is a fully remote business so, in order to build successful teams, Catherine puts clearly defined career paths in place from day one, together with structured learning and development both on the job and with assigned, role-specific professional courses. Regular touchpoints are important, too, both on-line and in-person, to solidify relationships, elevate ways of working and drive creativity, innovation and excellence in execution across hundreds of projects delivered each year. Catherine says: “My favourite part of our model is that we have been able to recruit the best of the best, top-notch talent, no matter where they are located.”
Innovation and the future of events
As the industry evolves, Catherine is excited about the potential of AI to transform both internal processes and creative output. “I encourage my team to embrace it AI. It can streamline workflows and elevate design,” she says. CTL is also exploring how AI can drive behavioural change, integrating it into their 360-degree communications and event strategies to deliver more impactful solutions. Catherine also believes virtual events are here to stay. “Clients are focused on budgets and sustainability. While nothing beats face-to-face, delivering exceptional virtual experiences gives us a real opportunity to lead and innovate in this space.”
Fuelling passion, embracing opportunity, and shaping what’s next
Now, CTL Communications is set to expand beyond its strong healthcare foundation, focusing on new business opportunities and moving into new verticals. Catherine says: “We have expanded and productised our offering, from events, -including live, hybrid, virtual, exhibitions, activations – into communications, supporting on transformation projects, end-to-end solutions, and 360-degree campaigns: a true one-stop-shop solution for our clients. I’m really excited about what the future holds.”
Catherine’s advice to those starting out in events is to explore the many avenues the industry offers—from corporate conferences and exhibitions to festivals, fashion shows, and beyond. She says: “Do your research, speak to people in the industry, attend shows and see what sparks your interest. Outside of that, my biggest piece of advice, something that has worked for me throughout my whole career, is don’t be afraid to take chances and say ‘I can do that!’ Be bold and the world is your oyster!”
After a long and inspiring career in events, Catherine shares that she stays passionate about her work by still engaging in what made her fall in love with the industry in the first place. Whenever she has the opportunity, she tells us, “I go on-site to be ‘in the heart of the action’ and see all the creative brilliance come to life”. She adds:“The first time I was on an event, all those years ago, I stepped onto the show floor and I was just blown away. It was a huge show, the rehearsals were in progress, and my heart started pounding. In that moment, I knew this was the industry for me.”
