Media Planner of the Month: Alexander Glover, Client Director, Zenith

This is the first in a monthly series where we talk to some of Ireland’s leading people working in media planning and strategy.

Alexander Glover, Client Director with Zenith, is our first Media Planner of the Month.

How did you get into the advertising industry?

I enjoy writing so at school I considered a career in journalism but ultimately opted for a business degree. Following my undergraduate in Commerce International, I narrowed my career consideration to marketing. During the MSc Marketing at Smurfit, I was influenced by John Fanning and others to pursue the more creative side of the field and set about applying to agencies.

What is your proudest career highlight?

I’ve been fortunate enough to work on many incredible campaigns for international and domestic clients. One that stands out is helping to bring Ireland’s first LGBTQIA+ radio station, Pride Vibes, to national airwaves with sponsorship from the Dalata Hotel Group. Not the biggest campaign but it’s nice to think it may have made a difference in someone’s life.

What are your reasons for using news brands in your media plans?

To grab the attention of our audience it’s important to speak to them in an environment that makes sense to them and, crucially, one they trust. There are plenty of options to do this; from featuring NBI in the Farmers Journal Ploughing special to ads appearing for Clayton Hotels alongside event coverage across Reach’s national and local sites.

What’s your favourite ad campaign featured in news brands?

Despite all the innovation across publishers with audio, digital and other options, it’s hard to beat a clever full-page ad. Usually, the simpler ones are the most impactful. A recent standout is the ‘Me? Nah‘ campaign for the HSE which aimed to recruit ambulance workers.

What role does journalism play in your life?

Journalism helps me to be a better citizen of the world by keeping me connected to stories at home and abroad and enabling critical thinking. Reporting and investigating important global issues gives a voice to the voiceless and encourages a sense of shared humanity.

You’re a journalist for a day: what would you cover?

Back at UCD, I was the Film & TV Editor for the University Observer. Even now, there are some mornings I wish I was heading to a press screening in the Light House or the IFI so I’d cover one more film if given the chance.

How do you switch off from work?

Day-to-day my favourite way to switch off is at the gym. When I have more time, I love to travel. My wife and I lived in Valencia for a year so try to get back to Spain when we can.

Who would be your 3 dream dinner party guests?

J Cole is my favourite artist so I can’t pass up the opportunity to invite him and I think he’d have great conversations with Ava DuVernay. I love DuVernay’s documentaries and screenwriting and she also has a background in agencies (PR). Keeping the conversation flowing would be the master moderator that is Graham Norton.