Sophie
Randell.

I run attn:seeker. I write YAP. I host The Stanley Henry Show. Mostly · I make stuff and try to keep the team out of meetings.

I started the agency in 2018 in a co-working space in Auckland with one client and a webcam. We are now 18 humans across NZ, Sydney and Brooklyn, working with 200+ challenger brands on the same problem · how to earn attention without buying it.

The thing I am best at is sitting in front of a camera and saying what most people in this industry won't say out loud. The thing I am worst at is shutting up about it. I write 2,000 words a week to YAP's 27,000 readers, host two shows, and post on LinkedIn most days · most of which I do at 6am before the office gets loud.

In late 2025 I started building an AI operating system for the business · I call it Kevan. It now runs about half of how we operate · morning briefs, proposal drafts, content planning. I teach this in Build Your AI Brain, the live workshop, and the install series.

The work I am proudest of isn't a campaign. It's that the team has stayed together. Most of us have been here three or more years. That's the metric I care about.