5 minutes with Zara Brown

Name: Zara Brown

Job title: Senior Account Manager

First job in the industry: I worked at STV after university, watching hours of Corrie and Emmerdale in order to write the scripts and competition questions for the Watch to Win promotions.

Area of expertise: Multi-tasking and general organisation are big ones for me working in client services. I enjoy getting into the mindset of the client to be able to deliver a successful campaign that leaves them desperate to plan in the next one.

For me working in account management comes down to two things; people and making things happen, and I love that no two days are the same, you are continually learning and building on your experience and knowledge.

What do you love most about print media?

I love that it’s a tangible piece of that company, whether it’s a magazine, direct mail, flyers etc, that you can keep. It gives you the decision as to how long you engage with it.

What inspires you when it comes to direct mail?

I love anything exciting that comes through my letterbox; from letter/postcards from far flung countries, to eye-catching direct mail from brands I engage with. I love that DM is so personal, delivered into your home, giving you a visual, tactile and visceral experience, often staying in your home for far longer than other forms of marketing.

What is the best thing about direct mail?

So much of modern marketing (especially digital) is measured on dwell time, eyeballs, engagements etc, but with a piece of direct mail you have uninterrupted one-on-one time with the intended target, in the privacy of their own home.

Favourite ad/marketing campaign?

This tearjerker by Wrigley’s EXTRA chewing gum, I’m having a wee sob rewatching it now. It poignantly captures the emotional toll Covid placed on human interaction, with the help of Celine. I lived alone during lockdowns and there’s only so much chat you get back from two (incredibly cute may I add) ragdolls, so I remember seeing this advert and balling my eyes out…sometimes an advert comes along that just hits the nail on the head, perfectly capturing the mood of possibly the whole world at that time. Watch it, bring tissues.

If you could have any superpower, what would you choose?

It would have to be the ability to fly. My family live in Australia, and I’m a very nervous flyer, so if I could scoot myself over there (with no turbulence!) it would be the dream and save me thousands too!