Marketing by Zoe

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The term ‘engagement’ in relation to marketing is now part of the norm, but I remember when it first became a media buzzword and I managed this amazing b2b campaign to promote Metro newspaper as the ultimate engagement media for brands. ‘Johnny Ball Reveals All, The Science of Engagement’ was one of those projects that took every ounce of energy and enthusiasm I had but was an incredible project to work on. An integrated campaign aimed at Media Planners and CEO’s, it consisted of video, direct mail and a live show filmed at the London Studios. It was a truly engaging way to promote engagement, that went on to win a Campaign award and gave us no end of positive ROI.

The term ‘engagement’ in relation to marketing is now part of the norm, but I remember when it first became a media buzzword and I managed this amazing b2b campaign to promote Metro newspaper as the ultimate engagement media for brands.

‘Johnny Ball Reveals All, The Science of Engagement’ was one of those projects that took every ounce of energy and enthusiasm I had but was an incredible project to work on. An integrated campaign aimed at Media Planners and CEO’s, it consisted of video, direct mail and a live show filmed at the London Studios. It was a truly engaging way to promote engagement, that went on to win a Campaign award and gave us no end of positive ROI.

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Zoe is organised, calm, passionate, good-humoured, and empathetic. Her natural instincts for a great idea and love of a challenge mean Zoe is always in touch with the zietgeist. She would certainly be part of my dream marketing team.
Anthony Worrssam. Experiential Group Head. JC Decaux

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This was an exciting research project I worked on with agency Crowd DNA. The aim was to understand how increased social media usage changes our attitudes to the city and what we want from the city. Focusing on the next gen (16 and 17 year olds) of Metro readers, we learnt a lot about how increased social media usage similarly increases our need for offline experiences and for content garnered from those experiences.

This was an exciting research project I worked on with agency Crowd DNA. The aim was to understand how increased social media usage changes our attitudes to the city and what we want from the city. Focusing on the next gen (16 and 17 year olds) of Metro readers, we learnt a lot about how increased social media usage similarly increases our need for offline experiences and for content garnered from those experiences.

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Planet Dando is my creative space. It’s a collection of creative ideas & inspiration I have gathered from a variety of sources.

Planet Dando is my creative space. It’s a collection of creative ideas & inspiration I have gathered from a variety of sources.

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“Zoe is a very talented and creative marketer and I would highly recommend her to anyone looking for strategic thinking to help develop brand positioning and consumer profiling. Zoe is able to add additional dimensions to a base brief and deliver thought-provoking and challenging recommendations. It was a pleasure working with Zoe and she demonstrated a rare ability to get up-to-speed instantly with a new industry, brand and internal culture.”John Firth, Head of Marketing & PR, Sawday’s Special Places To Stay

“Zoe is a very talented and creative marketer and I would highly recommend her to anyone looking for strategic thinking to help develop brand positioning and consumer profiling. Zoe is able to add additional dimensions to a base brief and deliver thought-provoking and challenging recommendations. It was a pleasure working with Zoe and she demonstrated a rare ability to get up-to-speed instantly with a new industry, brand and internal culture.”
John Firth, Head of Marketing & PR, Sawday’s Special Places To Stay

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As part of a re branding project I undertook for Northcliffe Media, I created a pack of infinity print business cards. Each card feautured an image of a Northcliffe region taken by a local photographer. The images were used across all branded company material celebrating the best of each area.

As part of a re branding project I undertook for Northcliffe Media, I created a pack of infinity print business cards. Each card feautured an image of a Northcliffe region taken by a local photographer. The images were used across all branded company material celebrating the best of each area.

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This was an integrated campaign designed to build brand loyalty. Content was crowd sourced from readers for a series of special one-off cover wraps. Choosing a gay marriage proposal for one front cover in particular, led to a flurry of social media activity and online PR.

This was an integrated campaign designed to build brand loyalty. Content was crowd sourced from readers for a series of special one-off cover wraps. Choosing a gay marriage proposal for one front cover in particular, led to a flurry of social media activity and online PR.

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I’m passionate about understanding trends and using them to inspire creativity and innovation. Trendspotting was a monthly presentation I launched during my time at Metro to educate and inspire commercial teams.

I’m passionate about understanding trends and using them to inspire creativity and innovation. Trendspotting was a monthly presentation I launched during my time at Metro to educate and inspire commercial teams.

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Giant sweetie jars delivered to media agencies. I offered free refills to ensure the brand message remained in the office for as long as possible.  People loved them. Sometimes the simple stuff is the best!

Giant sweetie jars delivered to media agencies. I offered free refills to ensure the brand message remained in the office for as long as possible.  People loved them. Sometimes the simple stuff is the best!

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Zoe has worked on and lead some brilliant campaigns such as ‘The Science of Engagement’ and the recent ‘Metro Delivers’. The quality of our trade marketing is one of Metros core strengths, typified by Steve Goodman, MD of Group M, the UK’s largest buying agency, saying “you guys do it better than anybody else by a long, long way”. A creative operator who fully understands this urbanite brand.
Steve Auckland, MD Metro Newspaper and Associated Free Division

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“Working with Zoe has given us a much needed fresh outlook on our local marketing. We were bowled over by the level of analysis, market understanding and creative thought that went into providing us with some brilliant ideas for the coming year.  Sophie Robbins, Resort Sales Manager, Exclusive Hotels

“Working with Zoe has given us a much needed fresh outlook on our local marketing. We were bowled over by the level of analysis, market understanding and creative thought that went into providing us with some brilliant ideas for the coming year.  Sophie Robbins, Resort Sales Manager, Exclusive Hotels

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A print ad that formed part of an integrated campaign, communicating the type of content available online. During the period I was responsible for marketing Metro.co.uk, UK monthly uniques increased from 1 to 8.2 million.

A print ad that formed part of an integrated campaign, communicating the type of content available online. During the period I was responsible for marketing Metro.co.uk, UK monthly uniques increased from 1 to 8.2 million.