Alison Segar

Alison is a brand strategist with 25+ years’ experience.

Alison has worked across many categories, geographies and for over 250 brands. She is a linguist and has spent most of her career living and working in different cultures with a strong international track record.

She began her career in International Marketing, working for L’Oréal and Gillette Europe in London. Her huge passion for ideas and creativity led her to the agency side, to BBH in London, TBWA Paris and Springer & Jacoby in Hamburg where she stayed for 10 years, leading strategy for Mercedes-Benz globally, behind many famous Cannes and EFFIE winning campaigns and rapid growth of Mercedes during this time. Many of her tasks have been regional or global, including being part of the Johnson & Johnson global marketing team or leading brand strategy for Hyundai Europe.

Alison joined MW Germany in 2018 to head up strategy. Alison is a passionate believer in the power of ideas, the value of teamwork and agency culture.