What makes an INNOVATOR?
They travel the roads not taken…a pioneer of change…fearlessly creating groundbreaking initiatives and solutions!
Daidria Grayson, Masterbrand Creative Strategy & Agency Integration (Consultant)
Daidria Grayson is a “Jill of Many Trades” who partners with consumer brands, start-ups, and solopreneurs on building solid, long-term relationships with their unique audiences or communities. Having over 17 years of experience in advertising and marketing with some of the largest brands and agencies (BBDO New York, GlobalHue, Lowe Campbell-Ewald), Daidria believes in the importance of tailoring messaging to match the community nuances in the most human way possible. For this reason, she considers herself “Culture Counsel,” advising brands on ways to respectfully participate in culture and advocate for change.
Cultural counsel is only impactful, however, when there is a genuine belief in human connection and value on all human lives – both key in growing the relationship between brand and consumer. Daidria’s belief in this, along with her love of storytelling, landed her opportunities to lead creative strategy and ad campaigns for McDonald’s, Wal-Mart, Coca-Cola, Delta Airlines, the U.S. Navy, and Lowe’s Home Improvement. Corporation Worldwide. Results range from growing sales and increasing brand salience to winning awards and acknowledgement from the Association of National Advertisers and ESSENCE Communications,.
Currently, Daidria is a consultant for Unilever/Sundial Brands in New York City to advise on Masterbrand creative strategy and agency integration for SheaMoisture. In 2020, she helped reintroduce the brand in the midst of a global crisis via the integrated “It Comes Naturally” campaign, which won Kantar’s 2021 Global Award for Creative Effectiveness, and Unilever’s Inaugural Award for Diversity Behind the Camera. She also provides guidance to brands in the areas of end-to-end cultural competency, production practices to ensure accurate representation (in front of and behind the camera), and building strong partnerships between brands and agencies in a changing creative economy.
Daidria is a Detroit native, but has lived in Brooklyn for the last seven years. She holds a BA in film and business administration from Howard University, and writes essays and scripts in her spare time.
— The AD Club Foundation is proud to recognize outstanding industry professionals, during our 5th Annual Black History Month recognition series titled, “Icons, Rock Stars & Innovators”.
Each day during Black History Month we profile a selected “Icon, Rock Star & Innovator” across all our digital platforms. Though we cannot be together in person, the spirit of our history and the legacy of our excellence lives on in us. Follow the series on Instagram, Twitter, and LinkedIn!
Check out our other content from previous years
2020 – Honorees 2019 – Sizzle Reel 2019 – Online Exhibition 2019 – Icons, RockStars, & Innovators 2018 – Icons, RockStars, & Innovators