A well-built brand is a powerful lever for value creation. Paattern use brand strategy to unlock commercial advantage by helping brands make sense of their place in the world.
Meg Kerr brings a rare balance of analytical rigor and creative storytelling to brand strategy. Over the past two decades, she has helped both established and emerging brands grow, including AB InBev, Tishman Speyer, Brookfield Properties, Amazon, Coca-Cola, Bacardi, Nestlé, Kraft Heinz, Tilray, and Constellation Brands. Meg prides herself on making strategy not only intellectually sound, but visually and viscerally engaging.
She synthesizes research, culture, and commercial realities into crisp, narrative brand strategies that look as sharp as they think and are easy for creative teams, CEOs and boards to rally around and use.
Meg has served as a juror for Strategy's Digital Agency of the Year and was named one of Strategy’s Top Planners in their Creative Report Card. She is a committee chair at The National Yacht Club and sits on the board of The Alliance to Protect Prince Edward County.


Positioning, identity & purpose development
Brand architecture mapping
Naming systems & taxonomy
Creative campaign strategy
Competitive audits & whitespace identification
Qualitative research including focus groups, IDIs, ethnography & online tools
Quantitative research and consumer testing
Persona creation, including interactive AI personas
Trend research & horizon scanning
Pitch & RFP response support for agencies
Leading RFP/agency search for companies














Elissa Castaldo, Global Head of Brand Experience, CBRE
"What was most extraordinary about Meg was her understanding of the category and the fervor in which she immersed herself in new areas of business, her ability to manage multiple senior stakeholders across complex projects, her knack for staying on the pulse of cultural trends and shif
Elissa Castaldo, Global Head of Brand Experience, CBRE
"What was most extraordinary about Meg was her understanding of the category and the fervor in which she immersed herself in new areas of business, her ability to manage multiple senior stakeholders across complex projects, her knack for staying on the pulse of cultural trends and shifts that affect how people think of space and community, and her ability to translate this into actionable strategies that inspired great creative work and acted as a unifying ‘north star’ for our brands.”
Marta Hooper, Executive Creative Director, Behaviour
"All strategists are smart. But Meg is that rare unicorn in that she not only has a great mind, but also a great eye - for design, for building talented teams, for seeing potential in a nugget of an idea. She never ceases to amaze me with how much thorough research, care and thought she
Marta Hooper, Executive Creative Director, Behaviour
"All strategists are smart. But Meg is that rare unicorn in that she not only has a great mind, but also a great eye - for design, for building talented teams, for seeing potential in a nugget of an idea. She never ceases to amaze me with how much thorough research, care and thought she puts into every single project. As a creative director, what I love the most about working with Meg is her openness and truly collaborative spirit. She’s not precious about her work. She’s committed to including others in her process."
Matthew Taylor, Comms Planner, Creative Strategy, Loblaw Agency
"Meg is a creative thinker, an amazing problem solver, a fantastic teacher, and great teammate. Most importantly, she's a tremendous leader. If you need a lesson in handling massive clients, with short deadlines and a minuscule team to execute - look no further. It's a pleas
Matthew Taylor, Comms Planner, Creative Strategy, Loblaw Agency
"Meg is a creative thinker, an amazing problem solver, a fantastic teacher, and great teammate. Most importantly, she's a tremendous leader. If you need a lesson in handling massive clients, with short deadlines and a minuscule team to execute - look no further. It's a pleasure working with Meg, as she collaborates to complete all projects in an efficient, tactful manner."
Paattern proudly supports emerging creatives through the annual Ruth Brooks Visual Art Award, honouring founder Meg Kerr’s late grandmother, Ruth Brooks - a celebrated painter from Napanee, Ontario, Canada. Awarded to a graduating Napanee District High School student, it provides financial support in recognition of their talent and carries forward Ruth’s creative legacy.
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