In this session, Jonathan Fraser (Founder of Troublemaker) sat down with his client Zoe Fidler (Head of Brand and PR at Lastminute.com) to explore how curiosity and bold thinking have shaped her career - from transforming heritage brands like Churchill to reinvigorating a travel icon with insight-led creativity. Since joining Lastminute, Zoe has led with energy and impact, launching a bold campaign that embraced the real stress of booking a holiday, rather than the fantasy - proving that truth can be just as powerful as aspiration.
From cultural refreshes to playful PR, Zoe is driving a brand that’s unafraid to be honest, relevant, and a little bit cheeky - reminding us all that the journey to standout work often begins with simply being curious.
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