We’re proud to announce that our Founder and Creative Director, Sonia Jeffrey, has been named a finalist in The Urban Developer’s Urban Leader Awards 2025, in the Women’s Leadership category.
This recognition celebrates visionary women redefining leadership across Australia’s urban development and property sectors, and few embody that more than Sonia.
At just 19, Sonia began designing off-the-plan campaigns that would shape the way property marketing looks today. In 2009, she launched iCreate Agency from her spare room with nothing but ambition, grit and a vision to change how property is sold.
16 years on, Sonia leads one of the country’s top property marketing agencies (that’s us!) and has helped drive more than $5 billion in property sales for national property businesses such as Frasers Property, Oliver Hume and ARG.
But it’s not just the numbers that define her leadership. Sonia’s impact is felt through her vision, creativity under pressure and unwavering belief in people. iCreate thrives on purpose-driven marketing that connects with buyers on an emotional level, proving that strong strategy and storytelling will always outperform noise.
Sonia’s philosophy is simple: Treat every marketing dollar like it’s your own. It’s this no-nonsense approach, paired with empathy and innovation, that’s made her not only a standout leader but a role model for other women in business.
And to us, Sonia’s more than a boss. She’s the one who believes in you, even when you don’t believe in yourself yet. She gives people the space to grow, the encouragement to improve and the chance to shine. She blurs the line between boss and friend in the best possible way, treating us as more than just employees. Her strength, loyalty and humanity have built an agency culture where we genuinely want to come to work every day. She’s the kind of boss who makes you want to make her proud, which is why so many of us have been here for over a decade.
The winners will be announced at The Urban Developer’s Urban Leader Awards Gala at Ilumina in Sydney on October 30.
Regardless of the outcome, Sonia’s recognition as a finalist is a reminder of what leadership in this industry can look like: vision-led, people-first and impossible to replicate.
Congratulations, Sonia! You continue to inspire the office every day.