While most creatives dream of becoming the famous art director with their name on the door, Natalie Serkin looked at the agency world and decided to blow the door off entirely. Growing up in North York, a self-described creative and troublemaker, she was pitching ad campaigns for cell phones in grade eight before most kids knew what an art director was. That instinct, to see the gap and fill it, never left her.

She is best known for being the person agencies call when the wheels are coming off. At 27 years old, she built FCB's studio services division from zero to 40 people, becoming the creative and production engine for three divisions of one of the world's biggest agencies. She then spent years going agency to agency as a process specialist, restructuring 13 different organizations from the inside out. She didn't just fix broken systems. She rebuilt them from scratch.

Now as Founder of COIQ, Natalie has taken everything she learned inside the machine and built something better outside of it. A lean, nimble collective that beat out multinational agencies to win agency of record for Andrew Peller, and launched Wayne Gretzky's wine and whisky brand across Canada, proving that the best creative work doesn't come from the biggest teams. It comes from the sharpest ones.