What are you using for the rule that turns the light on? Can you post a screenshot of that?
Also, I don’t know whether connecting the hue bulb directly to a smartthings hub without the Hue bridge will solve this particular problem, but it introduces a whole host of other ones and it is not recommended by either hue or smartthings.
Finally, this is probably too obvious, but are you sure it is the bulb flashing and not the motion sensor? There is an indicator flash when motion is detected.