She is best known for tackling client challenges through her people-first approach to strategy with the use of empathy. Her work bridges the use of data, media and creative- grounded in having a strong audience outlook. This looks like building bespoke research pieces such as leading Essence’s first EMEA trend reporting series: the Takeaway, or understanding Gen Z’s evolving media behaviours during lockdown. This analysis then informs client work, for example through creating a partnership with Netflix’s Sex Education and Google’s Chromebook, which positioned the laptop as the go-to resource for students and resulted in an 11% sales uplift. With the Financial Times, she also made use of insights from Project Phoenix, an end-to-end segmentation on types of readers, revealing unique content areas for the brands acquisition strategy. Zeynep’s people-first approach extends into other areas of her work too. She’s a mentor in Essence’s graduate scheme and across Migrant Leaders (an NGO helping equip young migrants to take on leadership roles). Across WPP she serves as a Mental Health ally and believes that caring for our co-workers is critical.