Fern is an agency leader at Edelman with vast knowledge and experience across brand strategies and creative with cross-disciplinary expertise in food and beverages, tech, CPG, travel, automotive and lifestyle brand building. n her role at Edelman, she is focused on inspiring and coaching teams and individuals to work within an integrated framework, learning and collaborating with new and diverse crafts and disciplines. She defines her purpose as inspiring herself and others to push beyond what they think is possible, so that they can look back with a greater sense of pride, a sense of achievement and having learned something new that they can take forward with them.
Fern strives for a sense of healthy curiosity, questioning ‘why’ and drawing inspiration from different experts and looking at how partnerships can bring a new perspective. She is a champion for collaborative working, encouraging teams to work as a circle, not a silo, and to respectfully question what could be done better or differently, what’s holding the team back and how they can overcome the barriers.
Before moving to Australia over 7 years ago and joining Edelman, Fern lead Global communications strategy and creative agency-side for multi-nationals including Diageo, Audi, SAB Miller and P&G brands. For Pantene, Fern also lead all social media strategy, content development and creative communications for Europe and EMEA, whilst for Diageo she was awarded an Excellence in Marketing accolade for a multi-market integrated campaign spanning social, film content, UGC and earned media.
Her work has also spanned purpose-based campaigns including the Vaseline Healing Project and spearheading the Audi Design Foundation, the car maker’s charitable foundation.
Fern is an industry champion and judges many different awards, including: EFFIES, Mumbrella Awards, B&T 30 under 30.
