AUCKLAND, Today: Daylight has added some serious global strategy firepower, welcoming Melanie Eckersley as Strategy Director across its creative storytelling and digital experience design work.
Eckersley, a self-described “multicultural mutt,” has lived and worked across multiple continents, with the past decade spent in London.
During that time, she worked at leading agencies including Wieden+Kennedy, Mother and BBH, building experience across global brands such as IKEA, Amazon and Heinz.
Her work has earned a reputation for strategic thinking that gets under the skin of audiences, with emotion sitting firmly at the centre.
“I’ve always believed that if you can tap into the right feeling, everything else follows,” says Mel. “That’s the kind of work that sticks.”
Eckersley says Daylight stood out because of the integrity behind its approach to ideas and experience design. “Ideas here aren’t just catered to people’s feeds, they’re designed to be part of people’s lives. I’ve been fascinated by how they do it. Now I get to be part of it.”
“I’ve always believed that if you can tap into the right feeling, everything else follows,” – Melanie Eckersley, Strategy Director, Daylight
Daylight CEO Lee Lowndes says Eckersley brings the kind of thinking the studio is always looking for. “From our first meeting, it was clear Mel is a rare find, deep brand and audience strategy, but with the ability to stretch that thinking across campaigns, digital experiences and product design. We’re very excited to have her as part of the team.”
Eckersley will work across Daylight’s client portfolio, which includes the World Health Organization, Southern Cross Health Insurance, Safeswim, the Electricity Authority and the Human Rights Commission.
She will also support the studio’s range of local and international media partnerships, working closely with Daylight’s creative and product leads.
With global experience, sharp strategic rigour and plenty of emotional intelligence, Eckersley looks set to bring a new layer to Daylight’s already broad creative mix.
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