Catherine Turner, founder and CEO of CTL Communications, won the Agency Pioneer of the Year Award at the CN Agency Awards 2025. The award celebrates individuals who have made significant contributions to the events industry and highlights their role as innovators and pioneers.
Katherine began her industry career as a freelancer for a project in Madrid. She took on several full-time agency roles, gained valuable experience and established herself in the sector. At the agency she was working for after a business halted, Katherine seized the opportunity in 2009 to launch her own venture, CTL Communication. What then began as an event-focused agency has evolved into a business specializing in content activation through multi-channel campaigns, both in communications and live events. The agency’s integrated approach is designed to solve complex business challenges and encourage behavioral and behavioral change. Looking back on her journey, Katherine said: “When I first started the agency from my spare bedroom, it was a bit of a leap of faith.
Looking back at her agency’s Pioneer Award victory, Katherine said it was an honor to be recognized as a female leader in a traditionally male-led industry. “After the show, I was seeing a lot of women approach me and telling me how inspiration they were,” she says. For Catherine, the award is a strong test of the hard work and resilience needed to build a major agency. She said: “At some point in every career, many of us are truly exceptional to be recognized along with the institutions I admired for years.
Hurdles and highlights:
Every career comes with challenges and high points, and for Catherine, her proudest achievement is seeing her team grow from 5-100 in just five years. She said: “I am very proud of each and every one of the team. It’s exciting to see them as just as passionate about CTL growth.” She is also proud of her involvement in the leadership team, which is over 70% female, and her commitment to WeConnect, which can support other women-owned businesses, and her commitment to DEI.
Reflecting the challenges, Katherine pointed to the agility and innovations demanded by the Covid-19 pandemic, and CTL has increased its virtual and internal communications delivery. She adds: “We met the people they were there to demarcate cut-through messaging in overcrowded spaces. I’ve always had a ‘can’ attitude.
People’s first leadership and team culture
The main part of running an agency is creating a culture of victory. This is by no means a feat on such an accelerated growth curve. Catherine said: “People work hard for people who enjoy their work. They don’t want managers, team members, colleagues or clients to go down, so they work harder, become more devoted and become role models.
Because CTL Communications is a completely remote business, to build a successful team, Katherine places a well-defined career path from day one along with both structured learning and development of the work. Regular touchpoints are also important both online and in person, solidifying relationships, enhancing work styles, promoting creativity, innovation and excellence, and run across hundreds of projects delivered each year. Catherine said: “My favorite part of our model is being able to employ the best and best talent wherever you are.”
The future of innovation and events
As the industry evolves, Katherine is excited by the possibility that AI will translate both internal processes and creative output. “We encourage teams to embrace AI, which can streamline workflows and enhance design,” she says. CTL also explores how AI drives behavioral change and integrates it into 360-degree communication and event strategies to provide a more impactful solution. Katherine also believes that the virtual event will remain here. “Clients are focused on budget and sustainability. Nothing beats face-to-face, but by providing an extraordinary virtual experience, we have a real opportunity to lead and innovate in this space.”
Promote passion, embrace opportunities, shape the following
Currently, CTL Communications is set to expand beyond the powerful healthcare foundations as it focuses on new business opportunities and moves into new industries. Catherine said: “We expanded our offerings to produce from events to live, hybrid, virtual, exhibition, activation, and more, from events to communication, support for transformation projects, end-to-end solutions, 360-degree solutions and true one-stop-shop solutions for clients.
Katherine’s advice to those who have started the event is to explore the many paths the industry has to offer, from corporate meetings and exhibitions to festivals and fashion shows. She said: “Do your research, talk to people in the industry, attend shows, see what stimulates your interests. Otherwise, my biggest advice, something that has worked for me throughout my entire career, don’t be afraid to say, ‘I can do it!” Be bold and the world is your oyster! ”
After a long and exciting career at the event, Katherine shares her passion for her work, still being involved in what she fell in love with the industry in the first place. Whenever she has the opportunity, she tells us. She adds: “When I first came to the event, years ago I stepped onto the floor of the show and I was just blown away, it was a big show, rehearsals were underway and my heart started to pound.
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