From Media Planning to Client Leadership

With 13 years of experience in media, Sophie Stewart has watched the industry evolve from handwritten TV campaign plans to AI-powered optimisation. Now leading client relationships at Assembly, she shares her journey and insights on modern client leadership, the impact of AI, and the enduring importance of human connection in agency work.

Building Strong Foundations

Sophie’s journey began at independent agency John Aylings, where she gained comprehensive experience across different media channels. “I went from planning TV campaigns and writing them out by hand on A3 paper to planning and buying social campaigns, digital campaigns, and everything in between,” she reflects. This foundation led to a nine-year tenure at MGOMD, where she developed expertise across various industries from entertainment to B2B.

The Art of Client Leadership

Now at Assembly, Sophie has found her sweet spot in client leadership. “What gets me out of bed every day is being tasked with a challenge and finding a solution to it,” she explains. “I love being with people, I love talking to people. For me, it’s the best of both worlds – listening to people’s problems and then going away and working with my team to find solutions.”

One of her key insights? The power of active listening.

“Sometimes you can be in a meeting with someone and they’ll say one thing, but their actions can be quite different afterwards,” Sophie notes. She emphasises the importance of understanding the person behind the role: “They might have other challenges on their shoulders that you and your team aren’t aware of. It’s really important to go beyond the meeting room and get that well-rounded understanding of the person.”

Embracing AI in Agency Work

Rather than viewing AI as a challenge to personal relationships, Sophie sees it as an enabler of better client service. “Some people are scared of it removing the personal element in client servicing,” she observes. “I actually think differently – it frees up more time to do the client servicing better.”

She points to practical examples, such as using Kaizan’s AI for meeting notes: “Knowing that I can go into a meeting and use AI to chat with my notes and help me with follow-ups means I don’t have to sit there writing things down. I’m actually listening actively to what’s going on.” This efficiency allows more time for strategic thinking and relationship building.

The impact extends to client deliverables as well. “We’re rolling out AI optimisation of creative assets and optimising them in seconds rather than relying on creative agencies to make amends that would take weeks or months,” Sophie shares. “We’re seeing massive upticks in performance off the back of it.”

Advice for Rising Professionals

Looking back on her career, Sophie offers valuable advice for those starting in the industry: “It’s okay to ask questions and ask for help. If you don’t understand something, that’s good – it means you’re pushing yourself. Don’t be embarrassed, always lean into it.”

She also emphasises the importance of collaboration in today’s agency environment: “After lockdowns, where people were working in silos at home, it’s been a bit of a re-education piece. Don’t be afraid to knowledge share. No idea is a bad idea.”

The Future of Agency Work

At Assembly, Sophie sees a culture ready to embrace change. “There’s a lot of excitement around new technology, and that translates to our clients as well. We’re having really future-facing conversations with them. They’re excited and have an appetite to test and learn.”

This forward-thinking approach, combined with a deep understanding of human relationships, positions agencies like Assembly to thrive in an AI-enhanced future – where technology handles the routine, allowing professionals to focus on what matters most: understanding and serving their clients better than ever before.