Mel Daniels is the Regional Head of Innovation for TBWA\Asia, where she partners with brands to unlock new growth by expanding into untapped spaces and staying ahead of shifts in culture, technology, and consumer behaviour.

She brings over 15 years of experience leading brand experience strategy and innovation, with deep roots in Africa’s fast-paced creative and commercial landscape. Throughout her career, Mel has been part of several award-winning teams, delivering impactful work across multiple industries where trust, relevance, and agility are essential. Focusing on bridging the gap between big brand ambition and everyday consumer realities, helping both global and regional clients build resonance in complex, high-growth markets.

Now based in Asia, Mel focuses on future-proofing brands through culturally intelligent strategies and the responsible integration of emerging technologies. She is especially enthusiastic about the role of AI in enhancing, rather than replacing, human creativity—exploring how it can scale insight, experimentation, and content while maintaining authenticity and nuance.

Mel brings to the Cannes Innovation jury a market-tested perspective grounded in real-world experience, with a strong belief in innovation that is practical, inclusive, and impactful. She combines commercial acumen with creative bravery to champion ideas that deliver lasting value.