CHRISTINE DE LEÓN
chief content officer THE BEAUTIFUL TRUTH
Christine curates, commissions and crafts gripping stories from around the globe that articulate The Beautiful Truth, Connected Pictures’ thought leadership site. She cut her teeth as a broadcast journalist – her determination to discover unexpected angles and creative ways of telling stories can be traced right back to these early days in radio.
An early adopter of both blogging and sustainability, she launched a website, Very Nice Threads, that championed ethical fashion, challenging the industry to wake up to its environmental footprint long before the idea went mainstream. The success of Very Nice Threads led Christine to become a contributor at The Huffington Post when it first launched in the UK. From there she was rapidly scooped up by Oglivy to head its first content studio. At Oglivy she helped brands like Unilever, Philips, British Gas and EY to communicate the crux of their business through engaging words, video and social interactions, through a talent for helping brands articulate something new and meaningful about themselves.
Career highlights have included giving a TEDx talk about the power storytelling and creating the first-ever carbon neutral catwalk for London Fashion Week in association with The Photographers’ Gallery and Deutsche Börse. Christine is passionate about creating content that is both purposeful and insightful.