Edge appoints UK strategist and editor Danielle Welton to head of content role in Australia

Content marketing agency Edge has lured UK strategist and editor, Danielle Welton to Australia as its new head of content.

Previously a content specialist (and group editor – print and digital) for the UK’s largest content agency, John Brown Media Group, Welton has been delivering creative strategies for some of the world’s most renowned blue-chip brands such as Royal Bank of Scotland (RBS), Orange and Swarovski, for over 15 years.

At Edge, Welton will be bringing her experience to bear on the challenge of increasing the relevancy of branded content – with a particular focus on the super-responsive, fast-turnaround cycle of listening to and reacting to customers that is needed for effective real-time marketing.

Welton’s appointment is in part supportive of Edge’s new agency model, which offers clients such as Optus and AAMI a powerful opportunity to reach highly engaged audiences in a very specific context through real-time marketing.

Says Richard Parker, Edge joint managing partner: “Edge is transforming content and the way brands communicate with consumers – which is why we have brought on Danielle. She brings fresh thinking and considerable international experience to the business.

“At Edge we never rest on our laurels, and Danielle represents an investment in our continued push for ‘better’. Danielle will play a pivotal role in developing cutting-edge content strategies and intelligent editorial to provide our clients with the best offering in the industry.”

Says Welton: “Australia is experiencing a customer revolution; a reversal of power between brands and their consumers. Thanks to digital, consumers are very much in control of the way content comes to them and brands need to be smarter in the way they approach their marketing strategies.

“I am excited to be working at Edge. We have the same ethos when it comes to creating compelling content which creates an emotional connection with audiences. Instead of creating ‘me too’ content, brands need to create credible, independent, original content that’s right for the brand and genuinely enriches the lives of people reading it.”

Welton has worked with some of the most recognised brands worldwide, including RBS, NatWest, Orange, Volkswagen, Accessorize, Swarovski, Monsoon, Ocado, T-Mobile, Tesco’s clothing arm F&F and Save the Children.