Earned-first creative agency We Are Different has promoted Zoe Finlayson into the newly established position of Head of Earned. The new role places Finlayson on the senior leadership team, where she will oversee the agency's earned-first creative outputs, client partner excellence, and team development.

Finlayson, who joined the agency in March 2021, has played a key role in the agency's growth and success in sectors such as consumer goods, technology, and travel. The appointment is part of We Are Different's strategy to strengthen its leadership and enhance its focus on earned media.

Founder and Director at We Are Different, Stuart Terry, said: "Anyone who’s met Zoe knows that she’s a force to be reckoned with. Her love of the craft, creativity and commitment to equality and fairness puts her at the top of the industry game. 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."

"I’m excited to step into this new role at such a pivotal moment for the agency. 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. It’s energising to continue the journey and pave the way forward with our brilliant team and client partners," said Finlayson.

The agency has recently launched Different Social, a division focused on social media, influencer marketing, and content creation. This move is part of We Are Different's broader strategy to expand its capabilities in the digital and social media landscape.

"It’s an incredible time for the agency and wider industry. We couldn't be more excited by the work, team and client partners. There’s never been a better time to do things differently," said Terry.