Melanie Varley

Mel has responsibility for architecting the future business model, thought leadership and the global development and integration of product and services at MEC. Mel also plays a leadership role with some of the agency’s key global clients. She is a member of the MEC and GroupM Global Exco’s and is a non-executive director for Beyond Analysis Ltd.

Previously Mel was CEO Europe, Middle East and Africa. Her work focused on building network capabilities in the region and the management of over 50 countries and 2,500 people; growing MEC Central and Eastern Europe to the number one powerhouse it is today; rolling MEC Interaction and MEC Access out across the region; and leading global client relationships.

Mel has been keeping MEC at the forefront of the agency world with constant innovation and leading edge thinking (and doing) for the last decade. Mel led the development and Navigator, MEC’s lauded global approach to strategy and most recently, T5, leveraging gamification techniques. Mel has helped incubate and roll out new practices in the retail, digital content, social, mobile and technology space including JV's, most recently Choreograph with sister agency Wunderman. She has led global R&D for MEC resulting in a RECMA A+ for tools and technology and is a leading architect of the GroupM data strategy. Most recently, MEC’s ‘action’ leadership work ‘Are you in control enough to let go’, ‘The only way to be creative is to be mobile’ and ‘Does your brand have momentum’ have been helping clients innovate in the digital and insight space and has been recognized as industry leading, gaining airspace at Cannes and Adweek as well in the boardrooms.

Mel began her career in Marketing at Sainsbury’s. After a stint in media sales, Mel joined Leo Burnett (latterly Starcom) where she spent 12 years rising to Vice-President, Media Director for Northern Europe. Mel was educated in the UK, US and Germany and graduated with honors from the London School of Economics.

Role: 
Chief Strategy Officer, Global, MEC
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