Dennelle Exton

Dennelle Exton

Client Lead, APAC at Decoded
Sydney, Australia


After 15 years in creative agencies, delivering creative solutions for some of the regions most successful, and creatively awarded brands and businesses, I've recently joined Decoded as Client Lead, APAC.
Decoded provides education to help businesses, and the individuals within them, harness the power of technology. Via accelerated, hands on learning programs that serve to demystify digital technology, Decoded arms people with the knowledge, literacy and importantly confidence, to better ideate, collaborate, implement and evaluate opportunities created via the ever-changing landscape of technology.
If you're a business that is future focused, and value future-fit employees who are best poised to capitalise on everything the digital world offers, please get in touch via or +61 418 3410 33.
With my background in mining and delivering to specific client needs, I'd love to hear about yours and discuss how Decoded can support. 


Client Lead, APAC
September 2016 - Present (1 year 6 months)
Group Account Director
Sydney, Australia
2009 - August 2016 (7 years 7 months)
Dennelle ran some of Host's largest & most creatively awarded pieces of business, such as Air New Zealand, Supercars, The Coca-Cola Company, and Sydney Water.

Highlights include commercial growth YOY across accounts, strong contribution to Host’s creative and capabilities credentials with delivery of large, complex digital campaigns, branded content, social ideas & sophisticated online performance work, and many award winning campaigns:
1. Air New Zealand/Qantas '#AirlineWager' (Cannes Silver Entertainment Lion, AWARD Silver PR, Silver Social Media) - A friendly wager between two rival airlines during the Rugby World Cup that escalated into 2300 media mentions globally.
2. Air New Zealand 'All Black's Wake Up Call' (AWARD Bronze Mobile) - With the Rugby World Cup on the opposite side of the world, this mobile initiative woke Kiwis at the right time to ensure they never missed a game.
3. Air New Zealand 'Meanwhile in NZ' (Mumbrella Gold Branded Content) - A social content campaign that shone a light on timely things going on in NZ that could only be enjoyed if our audience acted now.
4. Coke Zero 'Just Add Zero' (Gold AFA Effectiveness Award) - Successfully re-positioned Coke Zero from a diet soft drink to a mainstream sparkling beverage.
5. Air New Zealand 'Kiwi Sceptics' (over 20 awards globally inc. Cannes Bronze Lion, Gold AFA Effectiveness Award) - A web series that documented attempts to convert 5 Australian 'Kiwi Sceptics' as a way to convince those that consider to go.
6. Levi's 'ISpyLevi's' - A real world game & mobile treasure hunt implemented across emerging platform Twitter, that gave people a reason to start talking about & wearing Levi's(R) again.
7. Skins 'Fantasy Cheaters League' - The fantasy football format turned on it's head to give people a new way to interact with the 2010 World Cup.
8. Coca-Cola 'Coke Machine Fairy' - Turned getting a drink from a vending machine into an adventure by leveraging new mobile platform Foursquare.
Account Director
St. Leonards, Australia
January 2007 - May 2008 (1 year 4 months)
Here Dennelle enjoyed working on the agency’s most creative and desired account, Lion Nathan, as well as Mars Food and Johnson & Johnson’s Codral and Nicorette brands.


Led a MasterFoods brand re-positioning project that provided the client an organising principle for future brand communications and new product development.

Delivered Nicorette a future brand plan for 2009 and beyond which included a new model for business development and growth.

Earmarked as a Clemenger BBDO ‘Shining Star’ resulting in repeatedly being asked to pitch for new business, write agency award submissions, develop case study videos and attend training seminars.

Co-authored awarded effectiveness papers for Lion Nathan (Hahn Super Dry) and MasterFoods.
Account Director
Ultimo, Australia
January 2002 - December 2006 (4 years 11 months)
After kick-starting her professional career at Adidas Australia, the lure of creativity led her to knock on the door of DDB Sydney, where she was accepted into the graduate program. There she cut her teeth on the agency's largest client, McDonald's, and just three years later, became an Account Director. Other client's included Unilever’s Continental, Energizer & News Limited MX.

DDB Sydney highlights:

Managed the worldwide cinema and broadcast advertising requirements for the launch of Tourism Australia’s “Come Walkabout” campaign directed by Baz Luhrmann.

Led the first multi-channel, occasion based marketing campaign for Continental Cup-a-Soup resulting in the most successful soup season launch ever.

AFA Effectiveness award for McDonald’s Food Values campaign that reversed negative food
perceptions and drove significant sales increases.

Pivotal role in DDB Sydney being awarded the broader Energizer & Eveready Asia Pacific business
due to consistent high-level service, effective communications campaigns and strong client

Managed and created Energizer brand bible and communication guidelines to help unify 360 degree channel communication throughout Australasia.

Nominated for DDB Sydney ‘Employee of the Year’ 2003, 2005.

Placed on the DDB Worldwide ‘Rising Star’ program.
Consumer Marketing Coodinator
January 2001 - June 2001 (5 months)
Assisted in the development and management of through the line brand campaigns.

Worked within the Sports Marketing team on PR and events activities to complement the Sydney Olympics, Bledisloe Cup, Adidas International and Australian Open.

Provide editorial content to media partners.
Technical Marketing Representative
January 2000 - December 2000 (11 months)
Implement retail marketing communications and product training relevant to Adidas footwear and apparel technologies

Build relationships with key people in the sports retail and health professional sector in Australia


Bachelor - Human Movement & Sport Marketing Major Grade Distinction.

1996 - 1998 (2 years)

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