Heather "McT" McTavish Perez is Group Creative Director at Virtue North America and is known for breaking boundaries and pushing category convention whilst building brands on a global arena. In her 12+ years of working as a creative, she has pushed product trial in-house at Google, created a baking season for Organic Valley, advocated for paternity leave with DM+C, broken down stereotypes of whiskey and helped to build a category leader, launched and built brand affinity for P&G’s first diaper brand geared to Gen Z, made Logitech a community-driven brand under the banner of “Defy Logic,” and most recently is leading Planned Parenthood’s response to Roe v. Wade being overturned. She believes in the power of storytelling and creativity as both an invitation and a form of activism.