Following the recent Hershey’s win, Lonsdale is strengthening its momentum in the United States — a key step in the agency’s long-term international trajectory.

From New York, Michelle Mak, Creative Director, and Steffie Palang, Account Lead, are leading this new phase, supported globally by Jocelyne Henri Danet. Together, they bring Lonsdale’s distinctive model to the US market: entrepreneurial, in-culture and deeply connected across Paris, Singapore and New York.

A seasoned creative director with 20 years in brand identity and design strategy, Mak’s experience spans global Unilever brands such as Dove and Simple, as well as prestige brands including Zacapa Rum and Caudalie. Palang has also led Unilever projects including Simple, Dove and Vaseline at forceMajeure, prior to joining she spent over five years in client services at Design Bridge and Partners NYC.

The new leadership team will ensure Lonsdale benefits from its global network whilst having a deep strategic understanding of the local market.

Jocelyne Henri Danet, Global Chief Growth Officer at Lonsdale, said: “As an independent, entrepreneur-led agency, Lonsdale’s focus has been to build a sustainable international presence, while maintaining our distinctive human, in-culture and agile approach. Thanks to our connected network of multi-experts, we are able to service brands and clients as a “one stop shop”, with the same level of excellence and expertise across touchpoints, from visual identity to packaging, to retail and more.”

Michelle Mak, Creative Director, said: “More brands exist today than ever before, with savvier consumers that are more discerning. The pressure to do more, do new, and grow faster brings a pressure for brands to simplify, clarify and reinforce what they bring to the cultural conversation. Lonsdale is a leader in helping brands develop a strong design narrative that leads to quantitative growth across global markets. I’m energized and looking forward to leading the US team to help brands deepen their storytelling and desirability with authenticity, taste, and creative intuition.”

As featured in Transform Magazine, Lonsdale’s international presence has been built with intention: strengthening a sustainable global footprint to partner with brands wherever they shape culture, while preserving what defines the agency — a human approach, strategic rigor and creative excellence.

The Hershey’s collaboration marks a significant step in that journey.

Read the full article in Transform Magazine