Sally has worked in the industry for over 33 years, learning her trade within the media departments of creative agencies (JWT and WCRS), launching the UKs first branded content business in 2001 before moving to media agencies to develop her strategic skills and learn the art of management. All of this was preparation for the launch of Craft in 2018. Craft is a communications strategy consultancy that sits in the middle between media and creative executing the craft of comms planning that makes creative ideas bigger and more famous and media more effective.