Melissa Hinds - Edelman UK

Melissa Hinds

An integrated communications specialist with 19 year’s experience in transformative storytelling. Melissa oversees the business of client strategy and development supporting a number of the firm’s key global clients (Formula 1, Heineken, HSBC and LEGO).

She is a brand specialist who believes in building campaigns that are intrinsically linked to a business challenge.  From Thought Leadership programmes such as the Global Pain Index for GSK the largest ever barometer into consumer pain and pain management; making moderate drinking sexy for Heineken globally by encouraging people to Dance More, Drink Slow and latterly launching a zero tolerance campaign to support their F1 sponsorship, appealing to young drinkers globally with When You Drive Never Drink.

Fundamental to her brand building work, is an ability to deliver an emotional connection with audiences, she is adept at creating affinity with key influencers, talent and spokespeople that will not only represent a brand’s interest but ensure it is reappraised by new audiences.

Mel is passionate about supporting brands looking to reposition or reconnect with audiences through a strong social mission; managing the development of a UN pledge for Gap to help educate one million women globally, and launching Heineken’s first ever Purpose campaign helping position them as a brand that believes in social connection, not division.

In her spare time Melissa supports a number of start up businesses in the sustainability space.