Lowe picks Citrus’ Melissa Peters as digital CD

EXCLUSIVE: Melissa Peters is to be the new digital creative head at Lowe Sydney, replacing Tom Markham, who is now the worldwide digital CD of Lowe, based in New York (as first reported by CB). 

Peters is currently associate creative director at digital shop Citrus in Melbourne, where she has been since February this year. Prior to that, she was at Clemenger Harvie Edge, where she was senior copywriter for three years. Peters has done some other smart things including her own Melbourne fashion/trend site.

Prior to CHE, Peters was a creative consultant at ThruTheLine where shewas responsible for the Moosehead Hair campaign. She has also been acopywriter at George Patterson, Y&R, DDB Melbourne andMojo/Publicis Dialog, executing creative campaigns for brands includingNestle 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.