BMB appoints Melanie Arrow to Head of Strategy role

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by Mark Johnson

London agency BMB has recruited Melanie Arrow as its new Head of Strategy with a brief to put the agency’s strategic capability on steroids and bulk it up to new levels of “henchness and perspicacity”. 

Melanie joins from BBH London, where she was Group Strategy Director and Partner.

She begins at BMB on 1 September working across all its accounts, channels and disciplines and reporting to David Bain, the agency’s co-founder.

Arrow joined BBH London as a graduate trainee in 2010, working her way up to Strategy Director and Partner after five years. 

She was instrumental in helping BBH win the global Absolut vodka account in 2016 and worked on award-winning campaigns for British Airways, Barclays and Absolut, which won the 2019 Marketing Society Excellence ‘Bravest Team’ prize, among many others.

David Bain, Co-Founder and Chief Strategy Officer of BMB, said: “Mel Arrow is a tremendously exciting hire for BMB, not just because she is named after a high velocity military instrument and is measurably more northern than a barm cake. 

“We are thrilled by her appointment because she is the very best of the ‘third wave of British planning’ – a generation of strategists with a genuinely three-dimensional view of brands and business. 

“Mel is as comfortable with delivering clarity and insight on user experience, brand communication, performance and commercial innovation. 

“Her breadth and depth of strategic skills, her craft, her energy and her sheer charisma are quite something to behold, we can’t wait to introduce her to our clients”

Commenting on her new role, Arrow said: “I’m ready to get stuck in, win some pitches, make great work and generally cause some trouble.”

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