Senior Media Planner

Veena Muley joins Nivea India as Integrated Media and Marketing Expert. Veena Muley was earlier with WPP media as Client Leadership Manager for Unilever account. Veena Muley has joined Nivea India as Integrated Media and Marketing Expert, moving from WPP Media, where she spent over four years working on media strategy and planning for Hindustan Unilever (HUL). Muley most recently served as Client Leadership Manager for the Unilever account at WPP Media, overseeing integrated media planning across television, YouTube, Connected TV, OTT and social media for brands, including Dove, Pears, Closeup, Pepsodent and the deodorants portfolio. During her tenure, she managed media budgets, audience targeting, campaign execution and performance analysis, while working with creative and research teams to align media strategies with brand objectives. Before this, she was an Integrated Media Planner for the Unilever account, handling media plans for HUL's oral care and deodorants businesses. Muley began her career at Star TV Network, where she spent over two years in ad sales. Her responsibilities included commercial bookings, inventory and spot planning across channels such as Star Movies, Star Gold and National Geographic. She also managed a team handling booking operations and revenue reporting.

Amazon Ads, MMA Global and WPP Media launch full-funnel advertising playbook. The playbook highlights a gap between advertiser ambition and execution, with 82% aspiring to full-funnel advertising but only 18% reporting success. 09 Oct 2026 18:02 IST Amazon Ads, in collaboration with MMA Global India and WPP Media, has launched a playbook titled 'From Fragmentation to One View' to help Indian brands build connected and measurable advertising strategies across the consumer journey. The playbook identifies cross-channel measurement as the biggest barrier to full-funnel advertising, highlighting the need for brands to connect media investments with business outcomes. The number of touchpoints needed to drive 80% of purchase decisions has nearly doubled, from 12 in 2018 to 21 in 2024. Consumers now move between streaming, search and online shopping channels during their purchase journey, while advertising is often planned and measured in silos. A survey of senior Indian advertisers conducted by MMA Global India found that 62% cited a fragmented view of consumer journeys as their biggest advertising challenge, ahead of rising media costs, which were cited by 38%. While 82% of advertisers aspire to full-funnel execution, only 18% report being very successful at it. The playbook found that 67% identify the lack of unified cross-channel measurement as their biggest obstacle, while 69% say unified cross-channel attribution is the capability they need most. The findings point to a gap between advertisers' ambitions and their ability to connect different channels through a common measurement framework. The playbook also highlights a shift in how advertisers view retail media. Around 59% of Indian advertisers now consider it a full-funnel solution rather than just a conversion tool. Econometric modelling by WPP Media found that commerce spend drives 20-25% of offline sales impact, along with a 10-12% lift in brand awareness and an 18-20% impact on consideration. The findings indicate that retail media can contribute to both brand-building and performance objectives. The playbook outlines a five-step framework covering Diagnose, Architect, Allocate, Create and Measure. It includes case studies, best practices and budget allocation guidelines for categories such as FMCG, electronics, fashion and emerging sectors. It also features full-funnel measurement models based on Amazon Ads campaigns. Commenting on the launch, Gulshan Verma, director, Amazon Ads India, said, "Consumers move between search, streaming, browsing and shopping, creating signals of intent across every stage of their journey. Brands need a more connected view to understand what is driving outcomes, not just measure the last click. This playbook is designed to help marketers navigate that complexity. With insights from shopping, browsing and streaming, Amazon Ads helps brands build a more connected path from awareness to consideration to purchase, bringing together reach, insights and measurement to drive growth across the full funnel," Moneka Khurana, managing director & board member, marketing + Media Alliance (MMA) India, said, "Full-funnel isn't about being everywhere. It's about making every stage of the journey work as one. 82% of advertisers aspire to full-funnel execution, yet only 18% say they are very successful at it. That tells us the gap isn't ambition, it's integration. Brand and performance can't run on separate scorecards, retail media can't be boxed in as a conversion channel, and measurement can't stop at channel metrics. The real opportunity is one connected growth system that links media investment to business outcomes. This playbook gives marketers a practical, evidence-led roadmap to build it," Sairam Ranganathan, head of commerce, WPP Media India, said, "Consumers no longer experience brands through a linear funnel, and our approach to media cannot remain linear either. The opportunity for marketers is to move beyond thinking of commerce as a point of conversion and instead recognise its role across the entire growth journey, from building consideration and intent to driving action and measuring business outcomes. The next phase of media growth will come from connecting these moments, signals and investments into one coherent view of the consumer. This playbook is an important step in helping the industry make that shift - moving the full-funnel conversation from theory to practical, measurable execution,"