PR and digital firm The IMPACT Agency has announced the appointment of digital strategist Ruby Thomas.

Thomas joins The IMPACT Agency with a strong background in content marketing strategy as well as digital and social media.

Over the last decade, Thomas has worked with A-list talent including Beyoncé, Katy Perry, Hugh Jackman, Justin Timberlake, Matt Damon, and Kermit the Frog to deliver award-nominated and world-first promotional content.

Through her work in Sydney, Dubai and London, Thomas has built a reputation for being able to create and deliver engaging and innovative content campaigns across multiple platforms.

In Australia, Thomas has worked with Mamamia, Endemol Shine Group, BSkyB, Microsoft, and News Corp, where she helped to define and execute their digital and social media marketing and content strategies.

IMPACT founder and managing director Nicole Webb said the appointment of Thomas is a natural extension of the agency’s human insights practice area, digital services hub and commitment to creating campaigns that deliver results across all platforms.

“Digital and strategy is intertwined in almost all aspects of communications today. However, many organisations continue to view online and offline initiatives in silos and forget that beyond the data is a real person; living in the real world,” she said.

“From social media development, interface experiences and basic customer relations, a cohesive communications approach is essential to ensure that when a campaign goes live the customer or audience experience is authentic, impactful and seamless.”

Thomas added: In the digital world, data and logic go hand-in-hand. People, on the other hand, are inherently irrational, driven by their emotions and experiences.

“To make an impact, we can’t get comfortable with a set-and-forget plan. We have to have our finger on the pulse and be ready to break our own rules; to be seen, be relevant and drive change.”