We Are Different appoints head of earned
We Are Different has promoted a senior director to the newly created role of head of earned, Mumbrella can reveal.
Zoe Finlayson first joined the agency in early 2021, and over the past four years has been a “key player” in its earned portfolio growth across the consumer goods, technology, and travel categories.
In her new role, she will be responsible for earned-first creative output, striving for client partner excellence, and team development. She will also sit on the agency’s senior leadership team.
Zoe Finlayson
“Already, Different is at the forefront of earned media — understanding that in today’s fragmented consumer landscape, it’s never been more important to earn people’s attention,” she told Mumbrella.
“It’s energising to continue the journey and pave the way forward with our brilliant team and client partners.”
Stuart Terry, founder and director of the agency, told Mumbrella that PR used to be seen as a “tack on”. But the changing behaviours are seeing more consumers skipping ads, and more advertisers realising the power of earning attention.
“That’s why we’ve gone with the head of earned role,” he said. “It represents both the creative work and mission of the agency, to define itself as the earned-first creative agency of the future.”
Terry described Finlayson as a “force to be reckoned with”.
Prior to We Are Different, she held roles at Fleishman Hillard, TBWA Australia, Bang PR (M+C Saatchi Group), and more.
“Her love of the craft, creativity and commitment to equality and fairness puts her at the top of the industry game,” Terry said.
“The role recognises the amazing work and enthusiasm Zoe brings to the table, as well as Different’s ongoing commitment to be the earned-first creative agency of the future.”
Her promotion comes at a time of growth for the agency, following its recent launch of Different Social.
Different Social — a dedicated social, influencer, and content division — was created in response to growing industry frustration around brand social engagement, agency integration, and ROI. The agency’s current client roster with social remit includes Fujifilm Australia, Impossible Foods, and Edgewell Personal Care.
The agency has also secured new business wins this year, including Hinge, Impossible Foods, and Paramount+, and took home multiple gongs at the recent Mumbrella CommsCon Awards.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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