Former Elle UK editor, Lotte Jeffs, joins O&M London as creative director to bring editorial experience to the team's campaigns.

She will report to chief creative officer Mick Mahoney, while continuing to write for magazines and newspapers. 

Lotte will join recent hire Dani Matthews who joined as head of design. Dani initially joined as acting creative director on a project basis and led the brand design for VOXI, Vodafone’s youth sub-brand that launched last year.

Dani has a background in fashion and luxury, most recently serving as visual director for British womenswear brand Finery. She will also report to Mick. 

Mick said: "We will learn as much from Lotte as she will from us. It’s time we looked further outside the industry gene pool to understand what social relevance means. No industry understands this better than journalism.

"Dani came in on a project and has blown the doors off. Again, proving that real diversity of thinking needs to come from many different backgrounds." 

This was originally published in Campaign here.

We caught up with Lotte to talk career highlights & her move to adland - read the piece here.