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Sheriden Derby

Head of Creative Services, TBWA\Auckland

Sheriden has over 30 years’ experience in the industry, starting out as a typography apprentice, then moving through the print related trades, to end up in agency-land as a Print Producer.


It was in this role that Sheriden discovered her love of creating objects, so naturally gravitated towards producing Direct Mail and Ambient productions. Having been involved in producing some of the world’s most awarded campaigns, she moved into the role of Creative Operations.


Sheriden is responsible for the smooth running of the creative department, including resourcing and scheduling, and trafficking the work through the agency, and keeping everything running on track across the agency. It's like herding cats. Luckily she loves cats.