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Catherine Merritt

CEO at Spool and 4 other companies
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A tenaciously curious problem solver with global agency pedigree and startup hustle. Catherine is an innovative, results-driven communications and marketing leader who has worked for startups to Fortune 100 companies and many in between. At the end of the day, Catherine works with clients in a true partnership capacity to create smart solutions to their complex business problems. Catherine is a motivating leader to her teams, a strategic counsel to her clients and a networker extraordinaire. Having run global agency practices as well as launching, running and selling startups, Catherine brings a unique blend of experiences, skills and perspectives to each client she partners with. She has helped her clients launch entire industries, grow brands, tell stories and at the end of the day, everything she does is driven to help her clients grow and drive business.

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  • Authenticity Key in Public Apologies, Says PR Expert
    Catherine emphasizes the importance of authenticity in public apologies, warning against phony statements. She advises addressing the issue directly and crafting apologies with a seasoned PR expert. Catherine highlights the need for a crisis plan to manage emotions and ensure apologies focus on actions, not feelings.
  • Specialty Food Trends 2025: Health, Global Flavors, and Consumer Selectivity
    Catherine highlights a surge in demand for protein-rich and functional foods, with brands like Supergut and meati™ leading the charge. "Consumers prioritize health benefits," she notes, as global flavors and plant-based innovations gain traction. Despite economic pressures, interest in high-value foods remains strong, focusing on gut health, energy-boosting ingredients, and allergy-friendly options.
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  • As [agencies] get bigger, the growth adds layers. They lose that client-focused way of thinking: paying attention to and committing to understanding the client’s business.

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