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Melanie Wills has been promoted to managing director, EMEA, at full-service integrated marketing agency Allied Global Marketing. 

In her new role, Wills will oversee the expansion of Allied’s suite of solutions across paid, earned and owned media as well as develop creative solutions, strategy and innovation. She will work with such clients as Amazon MGM Studios, Frontier Developments and Sega as well as oversee select projects for Sony and Studiocanal, among others.

Wills remains based in London and reports to Adam Cunningham, chief strategy officer, and Kelly Estrella, chief of marketing operations.  

"Melanie’s promotion is a testament to her exceptional leadership skills and her dedication to driving success for our clients,” said Cunningham in a statement.

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Wills joined Allied in 2022 as head of UK/European partnerships. Since that time, she has built the partnership division in the Europe, Middle East and Africa (EMEA) markets, growing the team and Allied’s client roster to include major theatrical studios, streamers and gaming publishers. She also developed partnerships with major brands to support client releases with earned media and above-the-line media coverage.

Prior to joining Allied, Wills was head of partnerships for CompareTheMarket.com, a UK price comparison website for insurance products that is part of the BGL Group. Before that, she was at London-based agency Lime Communications as account director for Twentieth Century Fox’s European business.

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