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As a Senior Creative Strategist, I lead the strategic direction for a variety of experiential and campaign projects across the Smyle group. With a deep passion for behavioural science, I leverage my knowledge of psychology and culture to uncover fresh insights and opportunities.
My background in marketing and PR has shaped my empathetic approach to audience interaction and storytelling, which I apply in projects for brands such as Adobe, Samsung, Roche, WWF, Meta, and World Rugby, among others.
Always curious, compassionate, and authentic; I love to learn, and find patterns in complex pictures. Occasionally you can find me speaking at webinars and events, about strategy and creativity at the “blunt end of the pencil”.
Founder of women’s workplace equity initiative, This Way Up, I am a vocal champion of DEI at Smyle and throughout the industry. As a result, nominated for Campaign's Inspiring Women of the Year award 2024.
Throughout my artistic practice I explore and challenge perceptions of the body and its impact on identity. https://sophiehulf.com