Host Simon Hodgkins talks with Sharon Mooney, the dynamic Managing Partner of Hyphen. Renowned for her ability to bring together the right people, ideas, and perspectives, Sharon has been a transformative force in the agency world for over two decades. Her experience spans leadership roles at Publicis Groupe, Target McConnells (Merged with DDFH&B to become JWT Folk, which became Folk Wunderman Thompson), and In the Company of Huskies (Part of F&B/Forsman & Bodenfors), where she drove business breakthroughs and amassed a collection of local and international awards. From Publicis Groupe to Founding Hyphen Sharon's journey is a testament to her versatility and vision. At Target McConnell’s, she worked on iconic brands like Diageo's Guinness and Circle K's loyalty program. Her career led her to Huskies, where she focused on digital strategy and content production. Most notably, as Managing Director at global consultancy Teneo, Sharon established a digital and creative content hub that became a cornerstone for Teneo's international reputation. In 2022, she co-founded Hyphen with her longtime colleague, James Dunne. James is one of Adland's original digital disruptors; he has led strategic planning in some of Ireland's and Europe's most effective creative agencies. Hyphen stands out as a hybrid agency-consultancy that merges creative agility with strategic depth. This innovative approach reflects Sharon and James's belief in fusing ad agency creativity with the strategic rigor of management consulting. Creating Edge: Hyphen's Unique Approach During the discussion, Sharon elaborated on Hyphen's unique methodology, particularly their concept of "creating an edge." She explained how Hyphen disrupts flat categories like fintech and engineering by introducing even a slight edge, which can make a significant impact. This approach is rooted in storytelling and emotional connection, which Sharon emphasized as crucial for cutting through the noise in B2B and B2G (Business to Government) communications. "Humanity hits harder than logic," Sharon noted, highlighting the importance of emotional resonance over purely rational messaging. This philosophy guides Hyphen's campaigns, ensuring they are not only attention-grabbing but also deeply engaging and impactful. Expanding Horizons: International Growth Hyphen's success has not been confined to Ireland. Sharon shared exciting news about Hyphen's expansion, including the establishment of an office in Brussels. This move aligns with Hyphen's growing public affairs and government relations work, particularly within the EU. Sharon also hinted at potential future expansions into markets like Amsterdam and London, underscoring Hyphen's ambition to scale their innovative model internationally. Recognizing Excellence: Awards and Accolades Sharon's leadership and Hyphen's innovative work have not gone unnoticed. Recently, Sharon was recognized in the prestigious Image Magazine and PwC Businesswoman of the Year Awards, where Hyphen was shortlisted in the Startup of the Year category. This accolade is a testament to Hyphen's impact and promise under Sharon's guidance. The Future of Hyphen As Hyphen grows, Sharon and James remain laser-focused on building a lean, high-performing team of senior strategists. Their goal is to deepen their expertise in brand strategy, campaigning, political strategy, and culture strategy, ensuring they remain at the forefront of industry innovation. Sharon also touched on the importance of maintaining a balance between professional and personal well-being, a lesson she has learned through her entrepreneurial journey. She emphasized the support of her family and the positive impact of surrounding herself with a network of encouraging and energizing people. Connect with Hyphen For those interested in learning more about Hyphen's groundbreaking work, Sharon and her team can be reached via their website, Hyphen Strategy (https://hyphenstrategy.com), or LinkedIn. Follow The Global Discussion on LinkedIn, YouTube, Spotify, and more! Stay tuned for more inspiring stories from Creatives, Leaders, and Thinkers on The Global Discussion. Join the newsletter for updates on new episodes. To support The Global Discussion, please visit: https://www.buymeacoffee.com/globaldiscuss Watch or listen to The Global Discussion Web: https://www.theglobaldiscussion.com⁠ Audio Podcast: ⁠Spotify⁠ | ⁠Google⁠ | ⁠Apple⁠ Video Podcast: ⁠https://www.theglobaldiscussion.com⁠ YouTube: ⁠https://bit.ly/TGD-YouTube⁠ Follow us on LinkedIn/Social Media ⁠⁠https://www.linkedin.com/company/theglobaldiscussion⁠⁠ Others: X, Instagram, and Facebook