Melbourne digital agency Citrus is set to ramp up its creative expertise following the appointment of Melissa Peters to the newly created position of Associate Creative Director.
Peters has 10 years experience at leading Melbourne and international advertising agencies and is a specialist through-the-line creative. She joins Citrus from Clemenger Harvie Edge where she was senior copywriter for three years.
While at CHE she developed CPA’s recent think+create campaign which included extensive TVC, outdoor, print and digital executions.  Think+create has become the Association’s business philosophy and is currently being rolled out globally.  Peters also created the ‘Language of Style’ campaign for the launch of the new look Mazda 3, which featured an Australian first takeover of street media magazine, Stu, designed to speak directly to young female influencers.
Prior to CHE, Peters was a creative consultant at ThruTheLine where she was responsible for the Moosehead Hair campaign. She has also been a copywriter at George Patterson, Y&R, DDB Melbourne and Mojo/Publicis Dialog, executing creative campaigns for brands including Nestle Peters, Kraft Vegemite, NAB, HP and Shell Mastercard. Peters has also had international experience, working as a creative consultant for Bates Vietnam, where she launched the country’s first pre-paid mobile card for telco MobiFone.
Peters was a finalist at Cannes and the Caples last year for the Mazda3 campaign, and has previously won MADC and ADMA awards for her integrated campaigns.
Peters will work across all of Citrus’ flagship clients including Sportsgirl, Borders, Crown, Victoria Racing Club and Transurban.
Says Peter Noble, CEO of Citrus: “Melissa’s pedigree is formidable and she brings a whole new creative dimension that will add value to every aspect of our business. Her ability to think creatively across all mediums means we can offer clients a strategic branding capability that enhances our experience model even further. We’re looking to build a creative team around her to deliver powerful creative thinking across all of our digital campaigns."
Adds Peters: “Digital is where the industry is going, and as a leading digital marketing agency I’m thrilled to be on board with Citrus. I want to be on the cutting edge creatively and Citrus is definitely the best fit for that.”