Price goes 'back to the future' for new role at UM

Pippa Chambers
By Pippa Chambers | 9 January 2015
Mat Baxter and Sophie Price

Former head of planning at full service independent advertising agency The Hallway, Sophie Price, has returned to IPG Mediabrands' media agency UM.

Price, who previously worked at UM Sydney for seven years, as communications strategist and then as national strategy director between 2000-2007, left to get some creative experience under her belt.

In her new role as national chief strategy officer she will report to CEO Mat Baxter.

“I left UM in 2007 to pursue a plan to apply my media skills and experience to the creative side of the business,” Price said.

“Now I am going back to the future to bring my creative experience and love of the media sector together in the role at UM. The agency has been the stand out performer in Australia and internationally and the chance to work with Mat and his leadership team is simply an opportunity that I cannot resist.”

From UM Price went on to become head of channel planning at The Campaign Palace for three years and was then a planning partner at Happy Soldiers before taking a job as planning director at The Monkeys between 2011-2013. She was most recently at The Hallway for two years.

Price has led strategy for many well known campaigns in Australia. She was the planning partner for Happy Soldiers, the agency that developed the celebrated Tontine ‘date stamp’ campaign in 2010 and 2011. The work won Grand Prix awards from the Australian Effies and the Media Federation of Australia (MFA), two further Gold Effies, three categories at the MFA Awards, as well as silver and bronze awards from the Cannes Lions.

Her work has also helped win two Gold Effies in 2009 for Berlei bras, as well as Best Integrated Campaign and Best of Category awards from the MFA in 2008. In 2007 her work on Westpac won the MFA’s Grand Prix, Best Integrated Campaign and the Best Campaign in Finance Category.

“Clearly Sophie’s achievements speak for themselves,” Baxter said.

“This appointment is particularly special because we are welcoming Soph back to UM where she started her career in Australia but this time round she's in-charge and we'll benefit from her product leadership enormously."

For more news:

UM wins Coca-Cola media account

AdNews Agency Rankings: Clems Melbourne, Leo Burnett Sydney and UM top the table

The Monkeys win top banana at MFA awards

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