Having led the strategy and insight across of breadth of clients for 17 years, including international megabrands J&J, H&M and Xbox, Sophia now heads up the public sector strategic planning team at MG OMD, ensuring behaviour change best practice is applied to help tackle some big societal challenges – from convincing people to donate blood or get their winter vaccines, to encouraging them to be vigilant in crime hotspots, pay their taxes and understand signs of fraudsters.