Lex Di Benedetto

  • Creative, Edelman
  • Executive Jury - UK

As a Creative Director, Lex has led campaigns for global clients of every category, including ASICS, Unilever, Google, Hennessy, and American Express. The ‘Creative Hybrid’ title – though undoubtedly overused – is most befitting of her experience. Before entering the realm of traditional advertising, Lex spent much of her time working within boutique, editorial in-house, and creative production agencies (where, of course, she had to ‘wear many hats.’) And in her spare time, Lex also pursues film – she’s primarily a screenwriter, but she’s dabbled in direction as well. Lex began her career in journalism, at the Boston Globe. Feeling restricted by the 2D nature of the work, she chose instead to shift gears. She has since channelled her creativity – and her passion for storytelling – into multi-platform brand communications. In NYC, Lex quickly worked her way up within the industry and held senior roles at award-winning media companies such as Highsnobiety and Refinery29. She has since relocated to London, where she worked for B-Reel and Perspective Pictures before joining Edelman UK. A passion for storytelling has been Lex’s key source of motivation, and it has allowed her to develop her skills through a unique lens. She’s driven to push brands beyond their comfort zone, into the creation of deeper and more engaging narratives – which is, of course, increasingly difficult within an overcrowded space. Her position at Edelman is two-fold, tailored to this industry-wide challenge – she has been dedicated a 50/50 split between traditional ad-land (forward-thinking campaigns) and the development of Edelman Studio’s content offering (reactive social-first campaigns). Lex is excited to leverage Edelman’s ethos of earned as a way to bridge this gap, both effectively and authentically.

Lex Di Benedetto