Head to Head
with Fiona Seymour

Fiona Seymour became the new THINK! head of publicity when she succeeded Jo Rushton earlier this year. We caught up with Fiona to find out a little more about her, and how she is settling in to her new role.

Hi Fiona, thanks for agreeing to this interview. To begin with, can you tell us a little about what you were doing before you joined the THINK! team?
I started out in advertising at Saatchi & Saatchi in the 1980s where I stayed for eight years. I then worked in the private sector in marketing and communications, sometimes for companies (including Publicis) and sometimes as a freelance. In 2002 I joined the government's communications agency, COI. From there I moved to the Department for Education and Skills where I was head of communications strategy, before joining the DfT in April this year.

So what's your new role with the DfT?
My job title is head of publicity. I'm responsible for delivering the THINK! campaigns and for developing emerging communications needs such as climate change and road charging.

What was it about the position that appealed to you - what made you apply, and want the job?
I have always been an admirer of the THINK! campaign. It is one of the most successful government campaigns and is used as an example of excellence, not just in government but also in the wider marketing community.  

It is a privilege to be able to use skills I've learnt in the private sector to help make people more aware of the dangers of certain road user behaviours - and to influence them to act in ways that can reduce unnecessary suffering.

You've been in post for a few months now - is the job as you expected?
The job itself is pretty much as I expected - but I have an excellent and highly committed team working on THINK!, which makes every working day that much easier and more pleasurable.

We also work with very talented advertising and other communications agencies.

Can you tell us what you are hoping to achieve in the role, and what you think your greatest challenge is?
The main challenge is to develop more targeted campaigns for high risk groups - for example, people who drive as part of their job or rural drivers - while at the same time maintaining the strength of the THINK! brand among the general public.

Finally, what is Fiona Seymour like away from work - what are your interests and hobbies?
I grew up in South Africa and still visit as often as possible - these days with my teenage son. In fact, we've just come back from a trip to Botswana and Kwazulu Natal. We especially enjoy being in the bush looking at animals and swimming in the Indian Ocean.

In London, my main interests are music and theatre.

Thanks Fiona. All road safety professionals will wish you well in meeting the challenges you've set yourself.