Caroline Pay [above right with Vick Maguire] joined Grey London a year ago to become joint chief creative officer with Vicki Maguire. The pair had teamed up first at Wieden + Kennedy. She is leaving now to join Headspace in LA as chief creative officer, a role created for her.

Pay takes with her an incredible wealth of experience. She was deputy executive creative director and managing partner of BBH London from January 2014 to July 2016, creative director of Mother for the three and a half years prior to that and creative director of Karmarama before Mother.

But she has also worked with Headspace co-founder and chief executive, Rich Pierson, since 2005. That relationship, the opportunity to create growth and Headspace’s work have triumphed. She begins at Headspace on September 4.

Headspace LA (“meditation made simple”) was founded in 2010 by Pierson and Andy Puddicombe. It provides guided meditation and mindfulness training online and via its app. (It is a different organisation to headspace Australia, the national youth mental health foundation, that was hugely feted in the international awards last year for Leo Burnett’s Reword.)