Kate McConnell

Kate McConnell serves as senior creative director at THG, a creative agency specialising in developing attractions for theme parks, museums and brands.

McConnell has been telling stories in live spaces for more than 20 years, for theatres, theme parks, museums, and cultural attractions, and brand centres for a client list that includes Warner Bros., Google, Lionsgate, Universal Studios, and more.

When she was promoted to her role at THG last year, Erik Neergaard, chief creative officer and partner at THG Creative, said: "Kate's remarkable ability to craft immersive, emotionally resonant stories truly sets her apart. Her promotion to senior creative director at THG is not just a recognition of her vast expertise but also a celebration of her passion for storytelling that captivates and transforms.

“We’re excited to see her continue to push the boundaries of creativity and innovation in this new role."

McConnell is a trained dramaturg specialising in Shakespeare and focuses on the audience's viewpoint in storytelling. She combines powerful narrative structures with a playful approach to technology and environments to provide authentic, enriching, and transformational experiences.

She said: "THG is working on incredible projects with amazing clients all over the world, and it has been a delight collaborating with the creative minds here. In my role, I get to deep dive into rich topics from the history of Utah to the future of energy and tell stories and shape experiences that excite, move, entertain, and transform.”

One person who nominated McConnell said she “is one of the most sought-after creative minds in museum design working today”.

“Her educational background in theatrical dramaturgy and long tenure in themed entertainment design converge in her approach, so strong research and storytelling inform considered and thoughtful guest experience design. She is a brilliant writer and project leader in this space,” they added.