Archetype has promoted Sophie Payne to Head of Communications in Sydney, strengthening the agency’s leadership team as it expands its AI-forward communications offering across Australia and the wider Asia-Pacific region.
Payne joined Archetype in 2024 as Principal Consultant and will now lead the agency’s communications practice in Sydney, working with both global and local technology brands on strategic communications, reputation management and visibility programmes.
In her new role, Payne will also focus on evolving Archetype’s communications capabilities as artificial intelligence increasingly reshapes how brands build authority, trust and audience engagement.
She brings experience across both in-house and agency environments in Australia and the UK, with previous roles at Google, Babel PR and Nelson Bostock, which is now integrated into Accenture Song.
The promotion comes as Archetype continues positioning itself as an “AI-forward” communications and marketing agency, combining strategic communications, behavioural science, creative services and AI-driven tools to support technology and B2B brands across APAC.
The agency operates across major regional markets including Sydney, Singapore, Hong Kong, Shanghai, Kuala Lumpur, Mumbai and Delhi, serving clients across sectors such as AI, cybersecurity, fintech, enterprise technology and climate tech.
Archetype has increasingly expanded its integrated communications offering in Australia, particularly around strategic storytelling, executive visibility, crisis communications and AI-led brand engagement as competition intensifies across the technology communications sector.
