Sophia Durrani

Agency: MG OMD

United Kingdom

Sophia Durrani leads the Strategic Planning for Government at MG OMD and sits on the leadership team of OmniGOV, the agency within MG dedicated to all Government buying. In the business of problem-solving and creativity, strategic planning is the art of cutting through the complex, balancing multiple inputs to provide a clear, simple direction. There is no client more complex in the UK than the UK’s government. Sophia leads a team delivering hundreds of campaigns annually across numerous departments, including HMRC, Ministry of Justice, Visit Britain, Financial Conduct Authority, and other public sector organisations. Sophia is constantly developing new ideas, processes, and opportunities to simplify and create excellence in everything that OmniGOV produces. This has led to 30 media awards in the last year alone, including a silver at the IPA Effectiveness Awards and the Media Week Awards Grand Prix.