MG OMD

Sophia Durrani is a transformational leader in media planning, driving societal good through innovative strategies and behavioural insights. As Head of Strategic Planning for Government at MG OMD, Sophia has pioneered initiatives like the Behavioural Insight Framework, improving campaign outcomes by 21% and delivering tangible results, including saving over 110,000 lives and helping thousands through public service campaigns. Her ground-breaking research, such as Understanding Modern Britain and Belonging in Britain, has redefined audience targeting in a complex and regulated landscape. Beyond campaign excellence, Sophia is a passionate advocate for diversity, equity, and inclusion, developing mentorship programmes and initiatives like the post-maternity return-to-work scheme, fostering a supportive and thriving work culture. With a vision rooted in innovation and inclusivity, Sophia is setting the standard for media planning’s future.