Amy is strategy lead for Mindshare in APAC, responsible for creating a culture of insight, creativity and consumer connection across the region. Amy has worked in media for almost 12 years, following a degree in the University of Bath in sociology and psychology. She moved into the media industry via the Internet Advertising Bureau where she launched the events, marketing and PR team, as well as establishing Europe’s first council dedicated to best practice in social media. She then worked at the Havas Media Group, first as social media director setting up the social media teams in each of the Havas Media agencies across media, creative and PR. She then worked as a media strategy director for international and national brands such as Sony, AXA, Nando’s, Domino’s, Clarks Shoes, PUIG fragrances and beauty, Pernod Ricard, Tennents Lager, the BBC, Nationwide and Paypal. Most recently, in addition to her strategy clients she also became head of innovation for the Havas Media Group, providing business consultancy and tech solutions to key clients, launching Havas Media Labs in 2014 as a separate business unit with independent revenue streams.