Melissa has a deep understanding of the multicultural communities across Australia and uses these insights to develop unique and targeted strategic solutions for her clients. With more than a decade of experience working day in and day out with Australia’s multicultural markets, she has developed campaigns for Australia’s biggest brands such as Vodafone, Westpac, Qantas, and BMW. Her experience also spans working closely with Government on major campaigns such as tax reform (Treasury), banking reform (Treasury) and health reform (Department of Health and Ageing). She thrives on taking a hands on approach to opening the world of multicultural marketing to clients, other agencies and the wider community. Melissa is an Effie’s award winning strategist for the St.George Enter the Dragon Chinese New Year campaign in 2012.
What matters to Melissa? Respect for all people from all walks of life and backgrounds. As a second generation Chinese and new mum, Melissa recognises how important it is to maintain a strong cultural identity and not feel pressure to assimilate or say goodbye to cultural practices and behaviours that have been practiced for generations within families.