Meher Mumtaz is the global brand director for Western Union. Her responsibilities include brand strategy and visual identity. Before this, she worked at various advertising agencies as a planner on FMCG, charity and tech/service brands. Meher is passionate about infusing the brand across the customer journey and developing brand tools that empower and instill a sense of ownership for everyone across the organization, be it corporate, C2B or B2B. She’s worked in Pakistan, US and the UK, and identifies as a global citizen.
Why I am judging the awards..."I am involved in a startup mentorship program, and it struck me that nearly all the startups I met with were providing highly innovative B2B solutions, and really needed help with positioning and branding. I’m excited to see some top thinking in this area.
Effective communication and targeting has become a lot more complex and data driven in recent years, yet I strongly believe in combining this with the power of ideas and storytelling. I’m looking forward to seeing some well thought through campaigns which focus on the customer context and deliver tailored solutions along the journey."