The Media Leader featured an in-depth conversation with Ruth Cartwright, managing director, reflecting on her first 100+ days in the role and outlining her strategic vision for the business.

In the interview, Ruth shares how Active is positioning Corporate Trade more centrally in client and agency conversations as brands seek smarter, more flexible ways to unlock value in a challenging market. Her leadership approach centres on clarity, trust-building, and identifying new growth opportunities amid economic and industry shifts. She underscores the importance of Corporate Trade becoming “more central” to conversations with agencies and clients as marketing budgets tighten and plans evolve

With a focus on clarity, collaboration, and commercial impact, she highlights the opportunity for Active to drive meaningful growth through innovation and strong partnerships.

Looking ahead, Ruth reinforces the importance of responsible innovation, particularly in the use of AI:

“It needs to add value and should always take a human lens.”

She also speaks to the importance of setting a clear strategic direction for the business:

“My aspiration would be that I’ve been very clear strategically about what I want to deliver and that I’m already on that path.”

The interview also addresses broader industry themes, including leadership, opportunity creation, and closing the gender gap; reinforcing Active’s commitment to building a progressive, future-focused organisation.

Read the full interview in The Media Leader to learn more about Ruth’s vision for Active’s next chapter.
Get in touch with our team to explore how Corporate Trade can unlock new growth opportunities for your business.