The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2021 One Show Fusion Pencil Jury

Tara Fray

Partner / Head of Strategy


New York

As a brand strategist for the past 20 years, Tara has approached creativity with a mix of sense and sensibility, bringing insights and inspiration to creatives and clients alike. Before joining Alto as a Partner and Head of Strategy, Tara was a Group Strategy Director at Wieden+Kennedy, working on The Atlantic and Southern Comfort. Prior to that, she was a brand strategy lead for Y&R, where she helped position and market everything from British cars (Land Rover) to American soup (Campbellā€™s). Tara began her career in advertising at Bozell where she got her education in research and her start in strategy.

Passionate about effecting positive social change, Tara has worked with UNCF, Special Olympics and is passionate about helping brands find and action their purpose.

Tara is currently camping out in the Catskills with her husband Ryan, kids Leif and Liv and cats Alfie and Ali, and spends her weekends climbing peaks and jumping in swim holes.




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