Carol is the Founder and Principal of Plaid

With over 20 years of experience in advertising and branding, Carol Costello created and founded Plaid in 2005.

Carol came into branding via political and consumer trend reporting. She then channeled her insights into the world of advertising, where she helped direct the success of a diverse range of beloved brands that have captured moms, teens, toddlers, truckers, travelers, soldiers, online shoppers, patients, students, drinkers, noshers-grazers-and-picky-eaters of all stripes, and Fortune 500 business executives — to name a few.

Prior to founding Plaid, Carol held executive-level brand strategy positions at agencies TBWA\Chiat\Day, Hill Holliday, and Wolff Olins.

In addition to her dedication to Plaid and her family, Carol is delighted to be on the board of directors for Day One NY, which focuses on domestic violence education among youth in NYC, and to serve as a brand advisor to the Endometriosis Foundation of America and JoinAfrica.org.
carol@plaid-creative.com @madameplaid