Lara, a Lead Strategist at Boomtown, brings over 14 years of expertise in the Creative Industry across an array of categories and brands. With her foundation in Psychology, Marketing and Design, she skillfully delivers strategic solutions that significantly impact the thinking and creative outcomes that make a real difference. Having a fundamental understanding of consumer psychology and human need guides her strategic insights and meaningful solutions. Being able to collaborate with diverse brands and understanding unique consumer needs at their core are what deeply motivate her. Lara has worked on some of South Africa’s most loved and transformative brands, from Nescafé Ricoffy, Nestlé Cremora, Bokomo, Safari, Ocean Basket, Cape Union Mart to Wimpy, Innovation Hub, SANSA and Mertech Marine to name a few - a spectrum of capability in crafting diverse creative, brand and communications strategies. Her approach is to connect with clients and their audiences genuinely, ensuring her projects are truly impactful and the evolving challenges of today's market are understood and met.