David Dobson is a highly accomplished Creative Director and Graphic Designer with over 30 years’ experience delivering strategic, design-led solutions across FMCG, QSR, entertainment, retail, licensing, and consumer promotions.
Throughout his career, David has worked with some of the world’s most recognised brands including McDonald’s, Coca-Cola, Unilever, Woolworths, Disney, Marvel, Hasbro, Mattel, Energizer, Bic, and Schick, leading the development of brand identities, packaging systems, integrated marketing campaigns, and large-scale consumer promotions that drive measurable commercial results.
David began his career at Village Roadshow, where he worked across film, music, and home entertainment marketing, gaining early exposure to high-volume, time-critical creative environments. He later joined Creata, one of the world’s leading global promotions agencies, where he spent over 16 years progressing to Creative Director. In this role, David led multi-disciplinary creative teams and delivered complex, international promotions, including McDonald’s Happy Meals and Monopoly programs, Woolworths loyalty campaigns, and licensed activations with global IP partners.
A career highlight includes being selected to participate in McDonald’s Global Packaging ‘Hothouse’ in London, where he played a key role in the redevelopment of McDonald’s global packaging system, now rolled out worldwide.
In 2016, David founded dD Promotion & Design, a creative consultancy offering branding, packaging, strategic marketing, promotions, advertising, and digital solutions. His hands-on approach and strategic mindset have made him a trusted partner to both emerging businesses and established brands, particularly those operating in highly competitive markets.
In 2022, David co-founded Worldwide IP Partners (WWIPP), providing brand development, licensing strategy, and promotional services to for-profit and not-for-profit organisations.
Outside of his professional work, David is a dedicated family man and competitive tournament fisherman. He is also the founder of Vex Performance Lures, an Australian fishing brand born from his passion for the sport.
David is based on the Central Coast of New South Wales and continues to work with clients locally, nationally, and internationally.
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Creative development and execution of multiple global Happy Meal promotional programs in collaboration with leading entertainment and toy brands. Projects required alignment between brand storytelling, product design, packaging, and retail execution across multiple regions.
Creative Director
• Led creative teams delivering end-to-end promotional assets
• Oversaw toy, packaging, and in-store creative development
• Worked closely with global brand and licensing partners
• Ensured creative consistency across international markets
Ongoing creative consultancy delivering branding, packaging, strategic marketing, and campaign assets for small-to-medium businesses and established brands. Work spans brand identity systems, packaging design, advertising, and digital assets, often within highly competitive markets and constrained budgets.
Founded and developed an Australian fishing brand from concept to market, encompassing brand identity, packaging, product design, marketing assets, and digital presence. The brand has gained strong traction within the Australian fishing community.
Founder, Brand Owner & Creative Director
• Brand strategy and identity development
• Product and packaging design
• Marketing, digital, and promotional assets
• Ongoing brand growth and management
End-to-end creative delivery for a national Coca-Cola summer promotion in 1993, including POS, merchandising, and retail marketing assets. The campaign formed the primary in-store promotional platform for the season and achieved strong consumer engagement.
Lead Designer / Creative Lead
• Sole designer responsible for campaign creative
• Developed POS, merchandise, and retail collateral
• Delivered production-ready assets for national rollout
Creative leadership on multiple annual activations of the iconic McDonald’s Monopoly promotion. The work spanned mechanics, pitch decks, packaging, in-store POS, Digital interface design, promotional merchandise, and integrated campaign assets, delivering consistent year-on-year growth and strong consumer engagement across global markets.
Creative Director
• Led creative direction and concept development
• Oversaw packaging, POS, and promotional asset design
• Collaborated with licensing partners and internal stakeholders
• Ensured brand consistency across large-scale rollout
A large-scale licensed loyalty promotion developed in partnership with Marvel, designed to drive repeat store visits and increased basket size. The campaign delivered exceptional commercial performance, including a measurable uplift in sales during the promotional period.
Creative Director
• Creative lead on pitch, concept, and execution
• Oversaw design of collectibles, packaging, and POS
• Managed licensed brand integration and approvals
• Contributed to a record 4% sales uplift during campaign
Contributed to the global redesign of McDonald’s packaging as part of an international creative taskforce. The project focused on modernising the brand’s visual language while ensuring consistency, scalability, and cultural relevance across global markets. The new packaging system was rolled out worldwide and remains a cornerstone of McDonald’s global brand identity.
• Creative Director (Selected Global Contributor)
• Participated in the Global Packaging “Hothouse” in London
• Contributed to concept development and refinement
• Collaborated with international creative and brand teams
• Helped shape final designs for global rollout
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