Alison Segar

CSO- McCann Germany

After studying Modern Languages at Oxford, Alison Segar began her career in Marketing, moving from Gillette Europe into Strategic Planning on the advertising agency side at Grey and BBH in London. Pursuing an international career, she moved to Paris and then Hamburg where Alison headed up Strategy at Springer & Jacoby for 10 years and worked across many brands in a lead role, for example, Mercedes-Benz and Lufthansa. Alison was in teams producing outstanding award winning work during this time. She also founded and ran LUCY, a brand consultancy within S&J group. 

Alison has been Chief Strategy Officer of McCann Worldgroup Germany since 2018 where she runs a team of strategists across different agencies in Germany. Over a career of 25+ years, she has worked across multiple categories and on over 250 brands across cultures and geographies.  

Alison is particularly passionate about creativity and ideas, with a history in strong creative agency cultures. She loves working the work, seeing how contextual understanding, human observation, sharp insight, clear narrative and conceptual thinking impact on the creative process and drive brilliant effective ideas. In her CSO role, Alison is also involved with driving diversity and shaping agency culture – a further passion point.