Archetype has promoted Sophie Payne to Head of Communications in Sydney. She joined the agency in 2024, initially as Principal Consultant.
Sophie brings experience both in-house and agency-side across Australia and the UK, including roles at Nelson Bostock (now Accenture Song), Google, and Babel PR.
In her new role, Sophie will head up Archetype's communications practice, partnering with global and local technology brands to develop strategic communications strategies. She is also responsible for evolving the agency’s communication offer as AI shapes how brands build visibility, authority, and trust.