Jo Davies, chief executive at ZAK, says ‘yes’ to VR and AR, and ‘no’ to pop-ups of all kinds.

1 – Summarise yourself in three words.

“Maverick, inspirational, focused.”

2 – What made you want to pursue a career in media and marketing?

“I’ve always been interested in the business side of creative industries, whether this be advertising, film, music, fashion, art.”

3 – Describe your ideal client.

“A client that is hungry for change, ambitious to make a significant difference to their brand and their career. Whether that be a real disruption in the category or small tweaks for a subtle change to the brand positioning, my ideal client will want to stir up the status quo.”

4 – Name your favourite ever campaign.

“Guinness ‘Surfer’ ad. The cinematographic quality, the music and the motion created something highly emotive.”

5 – Which award win are you most proud of, and why?

“The Drum DADI for our work with Warrior (now known as New Balance Football). We worked with the tiniest budget in the world of sport and still made an impact, got noticed and sold significant product through our campaign.”

6 – Who is the best industry speaker you have seen?

“Anita Roddick. When I was interning at Body Shop, I was lucky enough to hear her speak and I remember being drawn in by her eloquence and tangible passion for what she looked to achieve.”

“It is ridiculous that the marketing world continues to club together individuals of 18-35 years old”

7 – Which is your favourite social media platform, and why?

“Instagram. It’s egalitarian – it’s just as easy for punters to produce great content as brands.”

8 – Where is your ideal meeting venue?

“If in NYC, the rooftop bar at Wythe Hotel, Williamsburg, or the Regency café, an old school greasy spoon in London, when our foreign clients yearn for something really English.”

9 – What is your favourite restaurant?

“The Cliff, Barbados.”

10 – What is hot in international media and marketing, and what is not?

“Not = pop-ups, virtual or otherwise, that is in your face and distracts you from what you are trying to read in the little time you have.”

“Hot = VR and AR.”

11 – Which industry buzzword would you ban?

“Millennial. It is ridiculous that the marketing world continues to club together individuals of 18-35 years old based on their similar interests just because they were born in a similar period. Brands need to stop stereotyping and start celebrating the power of the individual.”

12 – Where do you see yourself in 10 years’ time?

“Retired and on my very own yacht?! In seriousness, I love business and I hope to be managing ZAK with a global presence in key markets including New York and Hong Kong, overseeing my London-based creative PR agency that launches this summer, as well as becoming the owner of a luxury Pilates retreat concept and a global property portfolio in response to the cultural trend toward home rentals, such as Airbnb. Not much at all.”

13 – FINALLY, WHO WOULD PLAY YOU IN A MOVIE OF YOUR LIFE?

“Jennifer Lawrence (young).

“Kate Winslet (older).”