Sarah Worth

• Coordinating and supervising development and improvement of all internal and external communications activity for the practice and its individual projects, covering PR, media relations, copywriting, brand management, graphic design, infographics, animations, drawings, film and photography, digital communications and social media, events, presentations, and talks
• Managing a team of 12 creative in-house communications professionals
• Analysing existing communications to identify areas for improvement and methods to enhance engagement
• Sourcing and managing external agencies and suppliers
• Organising and presenting at monthly meetings with the senior leadership team to discuss priorities and areas of focus across the practice’s four global studios
• Scriptwriting and presentation storyboarding for the senior leadership team
• Devising and overseeing the delivery of an annual communications strategy to meet corporate objectives and budget across all four studios
• Brand management, including reviewing and integrating corporate messaging and positioning to ensure innovation and consistency across all mediums, touchpoints and locations
• Crisis and reputation management for both the practice and individual projects

Key Achievements

• Built out the team to integrate more skills within the in-house function, identifying key areas of training and reducing spending on external agencies
• Coordinated communications with multiple agencies, including representatives for controversial projects, to enhance the practice’s profile and prevent reputational damage
• Established a portfolio of short films on key projects and sectors to communicate design approach in a fresh, impactful way
• Strategically repositioned the messaging for the practice’s sustainability processes, elevating it by introducing new website material (which tripled average engagement time); extensive social media campaign; annual internal upskilling day; and a new bank of infographic, presentation and brochure material - positioning architects for external talks and panel events
• Oversaw and integrated a new ‘featured projects’ section on the website to showcase selected projects in detail and boost engagement. The digital medium allowed for enhanced messaging for a wider range of audiences utilising film, animations and infographics
• Devised and implemented the communications strategy around the practice’s 20th birthday, coordinating a brand, presentation, template and messaging refresh; a party for 500 guests; a 12-month social media campaign; large-format studio displays; and internal celebrations
• Initiated a new website for Make’s research arm, the not-for-profit Future Spaces Foundation, and worked with designers to boost engagement, maximise SEO and accessibility, showcase existing research, and introduce new content
• The launch of the new website coincided with a new ambassador program allowing aspiring researchers to use FSF research as a foundation for developing their skills
• Created a long-running workstream to build out specific sectors and promote Make’s portfolio, design approach and thinking within each. This involved reviewing all marketing collateral for Make’s sector work and rolling out new digital brochures for each sector, each with new copy, photography, film and infographics. This enabled teams to directly email engaging content to new and existing contacts
• Devising campaigns to win more work in targeted sectors – for example, a 2023 campaign focused around the completion of a new award-winning Sydney hotel. This included a program of local events and tours; new hospitality messaging to address specific audiences; and strategic media, including film, photography, interviews, website features and awards. It secured over 100 pieces of positive coverage from broadsheets (including the Financial Times and The Australian), travel publications and architectural trade titles, with an editorial value of over £20 million and a total audience reach across digital, social and media channels of 413.6 million
• A new microsite to host sector-focused thought leadership, with a focus on repurposing content to maximise SEO potential and developing a library of shareable content to build stakeholder relations.

• Overseeing PR campaigns, press coverage and awards entries for each newly completed project, liaising with clients, sub-contractors and media as needed
• Integrating thought leadership into the annual program of communications activity to bolster stakeholder relations and diversify how the practice communicates
• Managing and working alongside local PR agencies in London, Sydney and Hong Kong
• Building and maintaining a database of journalists and an annual schedule of internal and external events and attendance
• Wrote targeted, impactful press releases for heightened brand awareness and press coverage.
• Maintained consistent brand voice and style across content.

Key Achievements:

• Established a new thought leadership program to engage architects and clients in new ideas about the role of the built environment within society
• This took several years of strategic implementation and is now an effective tool within the practice’s annual communications activity, with clients and contacts routinely requesting to get involved
• Recruited international press agencies to represent the practice in Sydney
• Oversaw several extensive project-specific awards programs, resulting in major industry wins such as Best National Office at the 2020 BCO Awards (80 Charlotte Street).

• Working across brand management, PR and corporate positioning for regional and national clients.
• Successfully delivered on tasks within tight deadlines.

• Overseeing the award program for the practice and its projects, including Sunday Times Best Companies to Work For
• Undertaking a media audit to assess the perception of the practice from its key publications
• Spearheading the PR campaigns for each newly completed project, liaising with clients, sub-contractors and media as needed
• Writing bid submissions
• Building and maintaining a database of journalists.

• Managing PR for a range of Midlands-based clients, including Knight Frank Midlands (land and residential), The Mailbox, Glenn Howells Architects, Xo Interior Design
• Managing a team of four account executives following promotion from initial position of Account Executive.