Misa McConnell

As a New Zealander based in Singapore, I've never been one to fit neatly in a box. I started my career in media and journalism, before being recruited into advertising for an unusual mix of strategic and creative skills: I find the human story, understand what a brand needs to communicate, and build the narrative and creative frameworks that bring it to life. Twenty years later, I've worked across creative advertising, brand strategy, digital/technology and experiences, but that underlying skill hasn't changed.

I'm language-led but visually minded, and particularly good at turning complex business problems into simple, human concepts that help people understand, care and connect with brands.

Executive Summary: BRAND & COMMUNICATIONS SPECIALIST 20+ years translating complex ideas into clear, compelling narratives across technology, finance, entertainment and consumer brands in APAC. AUDIENCE-FIRST COMMUNICATOR equally fluent connecting with everyday consumers and C-suite decision makers, adapting tone, depth and approach to meet audiences where they are. BRAND & PRODUCT STORYTELLER a proven ability to find the human story inside complex products and platforms, driving understanding, trust and adoption at scale.

CROSS-CULTURAL STRATEGIC LEADER award-winning thinking and cross-cultural collaboration across diverse APAC markets, categories and disciplines. AI-INTEGRATED CREATIVE THINKER fusing human insight with generative AI tools to produce consumer and product communications that resonate with real audiences.

HEAD OF CREATIVE | GROUP CREATIVE DIRECTOR - DARKHORSE & GPJ - SINGAPORE

(2025-07)

A regional creative leadership role across two experience-led agencies, DARKHORSE and George P. Johnson Singapore. Responsible for setting the strategic creative direction across APAC, leading multidisciplinary teams and turning complex business challenges into clear, compelling creative work.

• Strategic branding, setting the creative and narrative direction across client work, ensuring audience insight, cultural relevance and a strong central idea underpin every brief.
• Cross-cultural creative development, adapting global brand thinking for diverse APAC audiences, balancing brand consistency with the cultural nuance needed for ideas and experiences to land authentically in local markets.
• Multi-disciplinary creative direction, experienced taking ideas from brief and pitch through to execution, personally leading strategy, concept and copy while directing specialist creative talent.
• Integrated creative storytelling, concepting, writing and directing ideas across experiential, digital and content, finding creative ways for brands to connect with audiences beyond traditional media.
• Client Portfolio Includes: Binance, Standard Chartered GPB, Bank of America, Merz Aesthetics, HSBC, DARKHORSE and TikTok.

CREATIVE LEADER | CONCEPTUAL COPY & COMMUNICATIONS SPECIALIST - .MONKS - SYDNEY

(2022 - 2025-07)

Senior position within a renowned creative technology network, delivering communications and content for some of the world's most recognised brands across APAC. A key focus on social, digital and AI-integrated creative and communications.

• Consumer storytelling at scale, pivotal leadership role in the Netflix pitch-win and highly awarded promotional campaigns, including earned media campaigns that drove significant consumer coverage and revenue results across APAC.
• Regional creative and content localisation for global brands including Cadillac, Lactacyd and Netflix, with a social-first mindset ensuring campaigns landed authentically in APAC.
• Social and digital first communications and creative strategy. I led a new creative direction for CommBank, Australia’s largest bank, evolving the brand's online presence with bespoke campaigns and content across emerging channels.
• AI product communications, copy and tone specialist across Adobe Firefly and generative AI products, developing consumer-facing narratives that made complex technology feel accessible and relevant.
• Content strategy & brand voice, developed distinct tonal frameworks and content strategies across a diverse portfolio of global brands.
• Client portfolio included: Netflix, HP, Adobe, CommBank, Disney, Penfolds, Cadillac, Lactacyd.

CREATIVE LEAD | SENIOR CONCEPTUAL COPYWRITER - whiteGREY - Sydney

(2018 - 2022)

Headhunted to work in a senior role at WPP's flagship Australian creative agency, working across major local and global accounts spanning consumer, government, technology and FMCG categories.

• Brand & communications strategy, creatively and strategically led Panadol's evolution from a conventional pain-relief brand towards a broader stance around holistic care, developing the narrative and communications framework across advertising, PR, community initiatives and internal communications.
• Place & culture storytelling, delivered award-winning content and brand platforms for Sydney's major tourism precincts, translating nuanced cultural stories and local identities into compelling public-facing narratives.
• Technology & platform communications, developed consumer-facing campaigns, communication frameworks and content for both Amazon Alexa and Meta, making emerging technology feel relevant and accessible to mainstream audiences.
• Integrated campaign leadership, drove pitch wins and delivered integrated campaigns and communication frameworks across a diverse category mix, from FMCG to government to telco.
• Client portfolio included: GSK, Amazon Alexa, Adyen, UBank, HSBC, Vodafone, Westfield, Pepsi, Meta, & NSW Govt Precincts.

SENIOR CREATIVE | SENIOR CONCEPTUAL COPYWRITER - CUMMINS & PARTNERS - SYDNEY

(2017 - 2018)

A senior position in an Independent creative agency, my role was to deliver integrated campaigns, localised strategic brand thinking and tonal frameworks across a range of clients and categories.

• Client portfolio included: HBF Insurance, QT Hotels, Jacob's Creek, University of Tasmania, Tourism Noosa.

SENIOR CONCEPTUAL CREATIVE | COPYWRITER | ART DIRECTOR - THE CORE AGENCY - SYDNEY

(2015 - 2017)

Recruited from New Zealand for my diverse skillset, this role saw me develop a breadth of creative campaigns and winning pitches. It combined strategic and creative thinking, copywriting and communications, with conceptual art direction across a variety of accounts and categories.

• Client portfolio included: Sydney Airport, Petcircle, QBE, Primary Health, Cook Islands Tourism.

SENIOR CONCEPTUAL CREATIVE | CREATIVE LEAD - TRACK NEW ZEALAND - AUCKLAND

(2015 - 2015)

Delivering art direction, copy and strategic creative leadership across a breadth of integrated campaigns. Part of DDB Aotearoa, this role saw me blending creativity with data-driven insights to produce impactful, integrated marketing. My work spanned film and content, digital, experiential and direct (DM) with everything focused on enhancing brand engagement with audiences. Fixed contract.

• Client portfolio included: Air New Zealand, Westpac, Mitre 10, McDonald’s, Flip Broadband and Volkswagen

BACHELOR OF ARTS - Film, TV & Media/Creative Comms - University of Auckland (2002 - 2004)

BACHELOR OF ARTS - SOCIOLOGY - University of Auckland (2002 - 2004)