Carat's Olivia Snowden named in The Media Leader's Future 100 Club

Olivia Snowden, Account Director at Carat, has been named in The Media Leader's Future 100 Club Class of 2026.

This is the fifth year of the Future 100 Club. Each year it picks out 100 people from across the media industry who sit outside the C-suite but are already shaping where the business goes next. Judges look for people who embrace disruption, champion inclusion, act with courage and do excellent work.

Olivia has made a habit of challenging the expected. For client Carling, she championed a move away from traditional football sponsorship toward something longer-term: a branded podcast. Working with the wider Carat and dentsu teams, Platform and The FA, Could It Be Magic? drew on Carling's FA Cup association and is now in its second season. Its World Cup spin-off, Could It Be Coming Home?, followed, with guests including Peter Crouch and Olivier Giroud. The work has earned two Media Week shortlists and given Carling a place in football culture that lasts well beyond matchday.

She's just as committed to the people around her. Her Carat colleagues voted her two People's Choice Awards this year, for Most Positive Vibes and Going the Extra Mile. One described her as "the gold standard of collaboration". She coaches her team, fights their corner and pushes them towards bigger responsibilities and promotions.

"None of the work I'm proudest of happened on my own. Carling especially was a team effort, and I've been lucky to work with people who back a bold idea and then help make it happen. I'm thrilled to be recognised, but this is a nod to them too," said Olivia.

Looking ahead, she added: "I want to see the industry adapt to one where great leadership is measured not only by commercial success, but by how effectively we develop people, promote diverse perspectives, and create environments where constructive challenge is encouraged."

Andrea Potter, Managing Director - People at Carat UK, added: "Olivia is a great example of what we mean by Difference Engineered. She doesn't settle for the obvious answer. She keeps pushing until she finds the thing that will move the needle for her clients, then makes sure it happens. Being named in the Future 100 is the recognition she deserves, and we're proud she's doing it at Carat.”

Congratulations, Olivia. We can't wait to see what you do next.

You can see read more on Media Leader's Future 100 Club class of 2026 here.