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Regital turns to Future for new director


Sophie Hurst has joined Manchester’s Regital in the newly created role of Sales Director.

Hurst moves from Future, where she was Account Director, overseeing its Women’s Lifestyle portfolio, including Marie Claire and Women & Home. Prior to that she worked at The Guardian, DC Thomson, The Big Issue and Carat.

“It’s exciting to join an agile specialist. Using mobile network data to plan and activate campaigns is changing the way media professionals think. It questions what we know,” she explained.

“Previously channels were planned in silo, or using legacy platforms which is often to the detriment of the advertiser. Using Skyrise that is completely eliminated as the data is always on from 20 million mobile users. It allows advertisers to buy audiences not channels. It is unlike anything else in the market, giving instant data decisioning on where ads should be served. I can’t wait to get started using it to help agencies and advertisers grow.”

Hurst will report to Managing Director Paul Barnard and work alongside Business Director, Mark Burton.

“Sophie is a fantastic appointment to the senior team. She brings a wealth of experience in advertising and is highly respected within the industry,” said Barnard.

“Crucially for us her expertise across publisher titles and agencies mirrors the shift we’re seeing in the market. Digital media is now traditional and traditional media is digital – there is no distinction. Marketing and media plans are evolving to reflect this, using smarter and more agile data. Customers demand better from advertisers in the privacy-first world.”

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