Inspiring Futures - Lessons from the Worlds of Marketing and Advertising
Inspiring Futures pulls back the curtain on the minds reshaping advertising and marketing today. Host Ed Cotton, former Chief Strategy Officer at Butler Shine and Stern & Partners, engages industry visionaries in raw, unfiltered conversations about their career pivots, creative breakthroughs, and strategic innovations. No canned responses. No PR filters. Just honest insights about navigating the complex world of brands, creativity, and agency life. Each episode delivers actionable wisdom from those who've mastered the craft and aren't afraid to share their failures alongside their successes.
Inspiring Futures - Lessons from the Worlds of Marketing and Advertising
Sophie Ayles
The latest episode of Inspiring Futures features an interview with Sophie Ayles. Sophie is one of Australia's most experienced strategists.
She started her career in the Disruption group at TBWA Paris and has spent time at JWT, BBDO, co: collective, and M&C Saatchi (where she had several different roles, including Regional Chief Strategy Officer -APAC).
In the episode, we discussed Sophie's journey and experience along that journey- what makes for a good strategist, how strategists can make an impact, and what specific aspects of strategy she most enjoys.
Most of our conversation is focused on her recent work at M&C Saatchi/Greenhouse, a unique client: agency transformation unit and team established to help transform one of Australia's biggest retailers, Woolworths.
Woolworths operates over 2,000 stores in Australia and has a 36% share of the Australian grocery market.