Sherri Maxwell

With over 25 years of multi-regional experience Sherri has a proven record of developing marketing solutions for some of the world’s most recognized brands.

Arriving at her career in advertising unconventionally, she first graduated with a Bachelor of Fine Arts from Parson’s School of Design in New York City, feeling heroic, she began her first job at Marvel Comics. Yet her desire for something more led her to make the leap into advertising, initially with Saatchi & Saatchi / New York, then part of the beginning of M&C Saatchi in New York, and later across the globe in Asia at Y&R Brands / Hong Kong and several other network agencies in the APAC region.

A disciple of big ideas and design thinking rather than an adherence to a single discipline or media, she was compelled by the challenge of linking diverse local cultures, delivering marketing solutions that were truly global in scope. Amongst other plaudits, she has a gold Effie and a range of APAC awards for her regional MasterCard NYE campaign, as well as being on the Cannes Lions International Festival of Creativity 2013.

With media landscapes becoming continuously more diverse and fragmented Sherri saw a growing need to break down the boundaries of traditional agency disciplines by integrating and evolving her work and skills towards audience engagement. As a result in the last ten plus years she has experience in building and managing departments, project management, change management, business strategies and analysis, marketing ideas, formulate brand strategies for marketing campaigns and inspire innovation, create design thinking workshops, change facilitator, builder of bridges across silos, concept digital transformation that can add value to brands and create brand advocates, transcending the norm and garnishing results.

In 2008 she was part of running a digital boutique Creative Underground  with a core team and a network of specialized yet adaptive creative minds across three continents who employ a media-neutral approach while focusing on creative digital content. Drawing on her traditional above the line advertising background, she channels big strategies into almost any media format. Responding to the industry-wide transition she is looking for a challenge to roll her sleeves up and be a part of the change, currently consulting in multiple projects/roles from ECD (Tribal/DDB), a consultant in Australia, to working directly with brands on their re-brands and product launches globally. Never bound by tradition, she believes that creative concepts that deliver value in real-time, interactive experiences will be the benchmark for effective brands.