Catherine Scroop is the principal of Partner Branding. She brings a rare combination of deep expertise in brand strategy, story, and voice with innovative, true, blue-sky thinking.

 

She’s as comfortable working solo with a blank page or with one key client stakeholder as she is allying with multiple teams of people as they all join forces to evolve large, established brands. In fact, she considers great collaboration, in all its forms, her own personal golden rule—that’s why she centered her company’s name around partnership.

 

Before starting Partner Branding in 2014, Scroop was the creative director / copy (in an omnichannel capacity) of LVMH’s Sephora. Prior to that, she was what used to be colloquially called a “crazy-ideas person” in the editorial world, holding senior positions at Conde Nast and Hearst. In that role, she was responsible for hatching and honing out-of-the-box concepts to keep things fresh, interesting, and culturally relevant.