Fifth Dimension appoints Melissa Gilson as Director of Consumer Insights & Brand Strategy
Australian research consultancy Fifth Dimension has appointed Melissa Gilson as Director of Consumer Insights and Brand Strategy.
Melissa Gilson brings 25 years of qualitative research and brand planning experience to Fifth Dimension. During her career she built two successful boutique insight and planning consultancies specialising in driving growth within the services category.
“I am excited to translate my wealth of experience into the fiercely talented and innovative team at Fifth Dimension and look forward to helping more household names create history through dynamic and memorable strategies that become ingrained into the cultural psyche for many generations,” Gilson said.
“As a part of the team, I am looking forward to helping brands unlock their potential by using my many years of experience developing and refining brand and message platforms, ensuring brands stand out and remain competitive by creating strong mental availability built on deep insight. I aim to continue developing distinctive brands that are present and noticeable in people’s lives via culture and media.”
Lyndall Spooner, CEO of Fifth Dimension, said that the arrival of Gilson to the newly created global role will provide a boost to the firm’s integrated services.
“We are delighted to welcome Melissa,” said Spooner. “During 2024, we expanded our leadership team to magnify and solidify our global capabilities and reach across key areas including trust, privacy and AI technology, to assist organisations and brands to drive long term sustainable growth through granular insights into consumer behaviour and the development of cutting-edge brand strategies,”
“Melissa’s appointment will further augment our expertise in these areas. She stands out in her field for her unrivalled ability to build brands by unlocking the powerful and enduring positioning insight that captures a cultural tension and consumer motivation. Her work helping businesses articulate their unique value proposition is globally recognised.”
