Rebecca Nunneley joined AAR in 2020 and is a Partner overseeing the consultancy’s Partners practice, which includes agency model design, agency search and selection, in-housing, agency commercial auditing and agency relationship management. She works with organisations to design more effective marketing and agency ecosystems, appoint the right agency partners, and build operating models that are aligned to business ambition, brand strategy and the demands of modern marketing.
Rebecca’s specialist area of expertise is Creative, spanning brand strategy, advertising, social, content at scale, production and design. She advises clients on how to structure, select and manage agency partners across these disciplines, helping marketing teams navigate the increasing complexity of integrated communications, specialist capabilities, in-house models and evolving agency relationships.
Her experience covers a broad mix of client contexts, including large and small organisations, global businesses, pan-European assignments and UK-focused brands. She works with CMOs, marketing leaders, procurement teams and transformation leads on projects involving creative agency search and selection, agency ecosystem design, roster reviews, marketing operating model design, agency relationship management and broader transformation of marketing organisations.
Rebecca is particularly focused on the practical intersection between creative ambition, operating model design and commercial reality. Her point of view is that there is no single ‘right’ agency model: the best solutions are those designed around the client’s specific business needs, the right balance between specialism and simplicity, and a clear understanding of how agency partners and in-house teams need to work together. This includes thinking carefully about the relationship between creative and media, and between advertising, social and content, so that capabilities are not managed in silos but connected in ways that not only create efficiencies but also improve effectiveness. She helps clients make confident decisions about what capabilities are needed across brand strategy, advertising, social, content, production and design, and how agency relationships should be structured to deliver stronger outcomes over time.
She is known for a direct, commercially grounded and pragmatic style, combining strategic perspective with hands-on experience of managing complex agency appointments and transformation programmes. Her work is centred on helping marketing leaders create agency and marketing operating models that are not only strategically sound, but workable in practice.
