BMF has just announced the appointment of Kinga Papp to lead ALDI’s strategy as group strategy director.
Papp brings over 14 years of global experience covering brand, communications, digital and CX. She has worked in top tier agencies and for challenger brands in London and Sydney, including T-mobile and Expedia-owned HomeAway, to name a few.
Before being poached to join BMF, Kinga was head of brand at CHE Proximity where she led strategy on eBay, Danone and FlyBuys NZ. Prior to that she was strategy director at Saatchi & Saatchi London and MediaCom Beyond Advertising, where she led award-winning projects for retail, FMCG, elecom, travel and finance brands. As a senior brand marketer Kinga ran the rebranding and repositioning of Three UK.
She’s most proud of building a house in the Eiffel Tower for HomeAway during the EURO 2016, to poke fun at Airbnb.
Says Christina Aventi, executive planning director, BMF: “We met Kinga last year and she felt just right for BMF, for ALDI. She is that perfect combo of good different and we grabbed at the chance to nab her once we had the means. She’s whip smart, got a wicked accent, is a Swiss army knife of a planner and she has the most memorable name ever. And then you meet her, she lives up to every bit of her evocative name. We feel very lucky to have her and look forward to the energy and fresh thinking she will bring.”
Says Papp: “ALDI is an icon – I’ve always admired the clarity of the strategy and the punchiness of the creative. BMF is known for effective creative made by clever and kind people. Exactly my cup of tea. So, I couldn’t be more excited to be part of ALDI’s next chapter and raise the bar even higher with such a switched on and talented bunch.”