Sophie Payne Promoted to Head of Communications

Archetype has promoted Sophie Payne to Head of Communications in Sydney. Sophie will lead the agency’s communications practice, working with global and local technology brands on communications strategy.

Sophie joined Archetype in 2024 as Principal Consultant. Before that she worked both in-house and at agencies in Australia and the UK, including Nelson Bostock (now Accenture Song), Google and Babel PR. That mix of client-side and agency experience shapes how she approaches briefs: she knows what a communications team needs from an agency because she has sat on both sides of the table.

What the role covers

As Head of Communications, Sophie is responsible for the day-to-day leadership of the practice and for how it evolves. A large part of that is developing Archetype’s communications offering as AI changes how brands build visibility, authority and trust. Buyers now form a view of a company through search results and AI-generated answers as well as through the press, so communications work has to earn credibility in all of those places at once.

This sits within Archetype’s integrated model. Archetype is a comms-first B2B marketing and communications agency, and the communications practice works alongside the content, creative and digital teams on a single strategy.

About Archetype

Archetype is a comms-first integrated B2B marketing and communications agency, part of the Next 15 group, with more than 300 people across nine offices in Asia Pacific. The agency works across communications and PR, creative, marketing, content and AI and transformation.

Media coverage: The promotion was reported by Telum Media in its PR News section.