16th June 2026, London: Integrated media agency, MFM, today announces the appointment of Nula Keeling to the newly created role of Director of Planning. Reporting to Chief Strategy Officer Dan Gee, Keeling will build and codify MFM’s planning framework.
Keeling joins from VCCP Media, where she served as Group Planning Director. She brings with her extensive omnichannel strategy experience to MFM.
She will be defining media planning best practice across the agency and building a repeatable, scalable strategic framework designed to sharpen and communicate MFM’s proposition to both creative agencies and marketers.
She will also guide strategic responses across live clients and new business pitches.
Dan Gee, Chief Strategy Officer at MFM, said: “It was critical for us that our first specialist planning role was taken on by someone with omnichannel experience, with a profound appreciation of the role of creativity in campaign effectiveness, and with the drive and ambition to keep pace with the momentum we have as an agency. Nula excels in all those areas, and we are incredibly excited to have her on the team.”
Nula Keeling, Director of Planning at MFM, added: “It has always been my ambition to apply my passion for planning craft in a space where I have the opportunity to set the agenda for how distinctive brand worlds are brought to life. MFM’s integrated proposition offers me the opportunity to realise this dream by tasking me to set the planning direction of the agency while staying committed to creativity as the driver of effectiveness.
“I’m really looking forward to working alongside such a talented team at this vital stage of the agency’s growth.”
Throughout her career, Keeling has held senior strategic roles at a number of leading agencies, including Business Director for Smart Energy GB at T&Pm and Associate Director overseeing Amazon XCM, Prime Video, Music and Books at Initiative Media. She’s also worked with household name retail and consumer brands, including Evergreen and Sainsbury’s Argos.
Keeling’s work has been recognised across the industry, including Campaign’s Media Week 30 Under 30 in 2023, a Media Week Award in 2023 for Best Use of Experiential, and a Festival of Media award in 2023 for Amazon Music: One Take.
