She will report into Paul Porter, executive planning director who joined the agency shortly after its inception to establish and develop the planning function.
Meher will play a key role in supporting the agency’s ambition to be the best-informed shopper marketing agency in Europe. She has international experience across a range of leading FMCG brands having worked both client and agency-side. Her most recent role was as brand manager at Nestlé Pakistan, working on NIDO – a powdered milk brand for children.
Agency-side experience includes three years at Ogilvy Pakistan, most recently as lead strategic planner on Nestlé brands including: NIDO, Nesquik, FRUITA VITALS (juices), EVERYDAY (Tea-whitener) and infant formula brands. Here she worked with the Insights and Research teams to analyse market and consumer insights and statistics and distil these into effective market and communication strategies.
Darren Keen, MARS\Y&R managing director comments: “My ambition is for MARS\Y&R to be the ‘go to’ shopper marketing agency and our planning team will play an integral role in delivering this vision.“The role of planning is to create shopper wisdom, in other words the actionable insights that form the core of our creative brief. So it is vital that we have some of the best talent on board. We have a strong planning culture within the agency and Meher’s international experience makes her just the person we need to take on Europe.
Keen concludes: “This is another landmark appointment for the agency, and in Paul and Meher we have an industry-beating planning capability.