Lending us their expertise and financial support. These organisations are putting their money where their mouth is when it comes to marketing effectiveness.

  • With over 4 million advertisers Facebook is committed to understanding what really makes marketing work. Founded in 2004, Facebook’s mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

    Find out more.

  • google ipa effweek

    Larry Page and Sergey Brin founded Google in September 1998. Since then, the company has grown to more than 50,000 employees worldwide, with a wide range of popular products and platforms like Search, Maps, Ads, Gmail, Android, Chrome, and YouTube. In October 2015, Alphabet became the parent holding company of Google. You can read more about Alphabet’s mission here.

    Find out more: www.google.com

  • The IPA established the EffWorks programme with the help of our partners because we felt that effectiveness was not getting enough attention.

    Our ambition is to influence the mainstream day-to-day working processes that govern all client / agency relationships. This is a culture change programme, to improve the quality of marketing decision making and reporting across the board.

    Find out more.

  • LinkedIn is the world’s largest professional network with more than 645 million users. Its mission is connect the world’s professionals to make them more productive and successful.

  • “Newsworks is the marketing body for newspapers in all their forms.  Effectiveness as a theme underpins all of the work that we do to promote newsbrands to the industry. We believe the need for measurement of marketing and communications has never been greater. In a world of limitless advertising opportunities, businesses have more decisions than ever before as to where they target their messages to consumers and those decisions need to be based on robust evidence.

    So we are delighted to be working with the IPA and our fellow sponsors on the EffWorks programme, and look forward to furthering our collective knowledge.”

    Find out more.

  • “System1 Group is at the forefront of designing marketing and research for System 1 thinking to ensure success. System 1 is the dominant mode of decision-making, which leads people to decide on the basis of instinct, intuition and emotion.

    We directly challenge traditional agency and research consultancy models by producing and predicting famous, 5-Star marketing that guarantees profitable growth and zero waste.”

    Find out more.

  • thinkbox sponsor ipa effectiveness week

    Thinkbox is the marketing body for commercial TV in the UK, in all its forms. It works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.

    Find out more.

  • Twitter is what’s happening in the world and what people are talking about right now.

    With over 500 million Tweets being sent each day, hundreds of millions of people are exploring links, articles, Retweets, Trends, and Moments to find out more about what’s new. Twitter’s unique discovery mindset allows businesses and brands to connect with a relevant, engaged audience.

Advisory Board

A reservoir of extraordinarily talented and knowledgeable individuals all committed to helping us create a culture change in marketing

Client Advisors

Client Advisors

Top brands and advertisers helping us to keep our content on track

  • Christoph Weber


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    Christoph Weber is Media Director at Mars, and has over ten years experience in FMCG marketing.

  • Yale Varty


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    Yale is currently responsible for building the ASOS brand and driving customer acquisition. His previous experience includes online marketing at Expedia, and strategy consulting for Accenture.

  • Colin Haddley

    Kraft Heinz

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    Colin leads European Insight, Capability Building and Marketing Services for Kraft Heinz.  Previously Colin worked across a number of industries with Molson Coors, Kimberly Clark, RBS and Brand Learning.  He studied Biological Sciences at Durham University and has an MBA from Lancaster University.

  • Tim Hulbert


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    Tim’s career is a marketing story spanning several diverse industries. Starting out in publishing and the early days of online media Tim worked for a niche Argentine publishing house for 5 years as a marketing manager. He then moved into the world of dotcom in New York working for online publishing website eCountries. When that went bankrupt (didn’t all the most fun ones...?) he worked for a Financial think tank before moving to Centrica where he was the Senior Proposition Manager for AA Financial Services (2001-2005).
After working for ITV as their Head of Viewer Insight (2005-2007) he joined RSA Insurance as the Group Insight Director, moved across into Emerging Markets to become the Strategy & Marketing Director (2007-2011) from where he joined Barclaycard mid 2011 in the role of Director of Global Insight. In 2013 Tim moved across from Barclaycard to Barclays to assume the position of Managing Director, Head of Insight & Research for the Group.

  • Matthew Barwell

    Britvic Soft Drinks Plc

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    Matthew Barwell is the Chief Marketing Officer of Britvic Soft Drinks Plc, a key member of the Executive Committee responsible for all aspects of Global Brand strategy and execution, Innovation as well as for Corporate Relations and the company’s sustainability agenda. Matthew joined Britvic in 2014 from Diageo, the world’s leading premium drinks business, where he was a senior member of the marketing team for more than 15 years.  Matthew was Marketing and Innovation Director for Diageo Europe and prior to that Marketing and Innovation Director for Africa.  He also worked and lived in Italy for a number of years with the company. He started his career as a graduate trainee at Mars, working in sales and marketing across the Petcare and Confectionary businesses.  Matthew is Chairman of the Advertising Associations Front Foot group, a Council member of the Marketing Group of Great Britain and a Fellow of the Marketing Society. He lives in Berkshire with his wife Harriet and three boys.

  • Nathan Ansell


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    Nathan is responsible for all Customer Insight and Analytics, including Big Data. He leads the development of Sparks – the M&S members club for over 5 million customers. Nathan was awarded ‘Data Professional of the Year’ in 2016. Previously Head of Brand and Marketing for M&S Food, he led a talented marketing team to profitably grow a 7,000 SKU business worth over £5 billion. The successful ‘Adventures in…’ integrated campaign received many accolades and Nathan’s work building marketing capabilities was awarded at the 2016 Marketing Society Excellence Awards. Nathan previously held various FMCG marketing roles growing Brands including Heinz, Birds Eye and Red Bull.

  • Tim Warner


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    Tim Warner is VP Insights & Analytics for PepsiCo, with specific responsibility for leading Insights across Europe & Africa and PepsiCo’s Global Innovation Practice. Tim works across all 3 global categories – Snacks (Walkers, Lays, Doritos, Cheetos, Sun), Beverages (Pepsi, 7Up, Lipton, Mountain Dew) and Nutrition (Quaker, Tropicana, Copella, Yydo, Gatorade) – leading portfolio strategy, brand building, innovation, advanced analytics and marketing/sales effectiveness workstreams. Prior to PepsiCo, Tim held marketing and insights positions in Heinz, Colgate-Palmolive and Heineken Tim is married with a son and a daughter, and enjoys football, cycling and reading.

  • Margaret Jobling


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    Margaret has spent the majority of her marketing career in FMCG working on some iconic brands such as Lynx, Dove, Radox, Cadbury Dairy Milk and Birds Eye. She moved into the utilities sector in 2014 when she joined British Gas as Director of Marketing. She has more recently taken on additional Global responsibility as Group Marketing Director for Centrica. She spent 15 years in Unilever working in various local, European and Global businesses on brands such as Dove, Lynx, Impulse and Vaseline. Some of her key achievements included launching Dove deodorant across Europe; delivering the first ever global Lynx campaign and winning a Cannes Gold Lion for Lynx “Getting Dressed” campaign. She then ran UK Marketing for Sara Lee responsible for the Home and Body Care business. During that time she launched the first ever award winning “time to be selfish” brand campaign for Radox which turned around the performance of the brand. In 2009 she joined Cadbury where she was responsible for iconic brands such as Cadbury Dairy Milk, Wispa, Twirl, Flake and Caramel before moving to Birds Eye as UK Marketing Director where she was responsible for the marketing products that we’ve all grown up with such as fish fingers, peas and waffles. At the end of 2014 she left FMCG to join the utilities sector and took on the challenge of transforming British Gas, one of the most recognised household brands in the UK. At the beginning of 2016 she was appointed as Group Marketing Director for Centrica with a remit to build marketing capability across the global business units. Margaret lives in Surrey with her own qualitative study group of 4 children and a Great Dane called Archie. In her spare time she acts as a taxi service for her children, gets taken out for a walk by the dog, tries to run and occasionally gets a chance to sleep.

  • Luis Navarrete-Gomez

    LEGO Group

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    Luis Navarrete-Gomez is the Global Head of Search Marketing for The LEGO Group. Based in London he is responsible for all SEO and Paid Search activity for LEGO. Coming from a technical background Luis has more than 14 years' experience in Search Marketing with cross-functional expertise in technology and management.

  • Jo Marie Mosley


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    Jo Marie is the Global Marketing Capability Director at Diageo, responsible for developing marketing excellence across the business, and plays an active role in shaping the evolution of the Diageo Learning Academy.  She has over 25 years of experience across multiple geographies and sectors including FMCG, leisure and non-profit. Jo Marie has a pivotal role in leading a transformation in marketing and innovation thinking and practice, partnering and building relationships with top academic institutions around the globe as Diageo introduce new cutting edge approaches to digital marketing and transformation, brand positioning, Innovation, and the impact of advocacy and influencer through Culture and Entertainment. Prior to this new role  in Diageo, Jo Marie worked in various capability roles across Europe and the Globe,  starting her career in Marketing as a Brand Manager. Relaxation time for Jo Marie includes yoga, mindfulness, charitable work, mastering the perfect gin and tonic serve, and indulging in the purchasing of overpriced candles (according to hubbie).

  • Adam Ben-Yousef


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    Adam Ben-Yousef is the Global Marketing Effectiveness Director at Diageo Plc. In this role, he is responsible for the design and implementation of a marketing effectiveness agenda that is driving a deep cultural shift in how marketing is used to drive business performance at Diageo. This shift is being driven through a combination of cutting edge technology and analytics, and a major capability building programme across 50 countries. Prior to his current role, Adam worked in the Global Strategy team at Diageo, leading development of the company’s Luxury, Digital and Innovation strategies in recent years. Before joining Diageo, Adam’s background was in strategy consultancy, working with Oliver Wyman primarily in the Retail & Consumer Goods sectors in Europe and North America.

  • Ian Noakes

    The Economist

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    Ian has built a practice within circulation that joins the dots on the customer journey to drive incremental return from The Economist's marketing investment by: a) Delivering a connected customer experience driven by deeper audience insight b) Linking up our technology across the customer journey to the moments that matter c) Enabling even smarter and more efficient acquisition of lucrative subscribers d) And wherever possible closing the loop through automation of recommended optimisations from multi-touch attribution directly into media bidding platforms This allows The Economist to optimise media spend and activity across its channels by working smarter, not harder.

  • Emma Hill


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    Emma was recently appointed to the role of group brand and marketing director at Cardano, with effect from November 11, 2020. With over 20 years’ marketing experience, Emma previously managed the brand strategy for Legal & General as Group Brand Director, and has held senior marketing roles at a number of high profile companies including Royal London, RSA, Honda and ITV, where she was instrumental in delivering brand transformation and marketing programmes.  She holds a Master’s degree in Mass Communications, the IDM Diploma in Direct and Interactive Marketing and the CAM Diploma in Communications. She has one husband, two children, two cats and a dog.

  • Anouschka Elliott

    UBS Asset Management

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    Anouschka Elliott is Managing Director, Global Head of Marketing for UBS Asset Management. She is a member of the UBS Asset Management Client Coverage Management Committee and the UBS-wide Marketing Management Committee. Prior to joining UBS in January 2020, Anouschka spent a decade at Royal Bank of Canada (RBC), initially leading marketing globally for RBC Capital Markets’ Fixed Income and Currencies division and driving RBC’s brand activities across Europe, Asia and Australia. In 2013, Anouschka became Managing Director, Global Head of Marketing & Brand for RBC Investor & Treasury Services, one of RBC’s five reporting divisions. Anouschka previously spent 12 years at Citigroup, latterly as Director, Client Strategy for Citigroup’s Corporate & Investment Bank. She moved into marketing in 2003 as Director of Community Affairs for Europe, Middle East and Africa following seven years in Citi’s Global Relationship Bank, based in London and New York, firstly as a credit analyst and then as a relationship manager for institutional clients. Anouschka is a Chartered Financial Analyst (CFA), a Chartered Marketer, Fellow of the Chartered Institute of Marketing (FCIM), Liveryman of the Worshipful Company of Marketors, holds a Postgraduate Diploma in Marketing (PgDip) and a BSc (Hons) in Economics and Management from the University of London.

  • Jessica Salmon

    O2/Teléfonica UK

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    Jessica is a commercial marketer with over 20 years of Telco/Digital/Tech experience. She is a passionate customer advocate, leveraging both hard data and consumer psychology to create customer and commercial value.

  • Ian Pring

    Transport for London

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    Ian graduated from University College, Oxford, with an English degree and has an MBA from Henley Management College.  His career has encompassed customer insight, management consultancy and marketing.

  • Sabino Petrucelli


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    As the Group Head of Digital Marketing for Arcadia Group, Sabino is responsible for the marketing investment of seven e-commerce brands in all channels and markets around the globe - Topman, Topshop, Burton, Dorothy Perkins, Evans, Miss Selfridge, and Wallis. He leads the external relationships with 3rd party agencies and directly manages key partners across Paid, SEO and CRM. He previously spent 15 years working for global media agencies in the UK and internationally – Mediacom, OMD and Starcom where he worked on major brands, including McDonalds UK, Etihad, Bose and BUPA, as well as helping grow start-ups to become established brand names such King Games, makers of Candy Crush.

Industry Advisors

Industry Advisors

Some of the best marketing brains in the business

  • Paul Cope


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    Paul Cope began his industry journey in the mid ‘90s with integrated shop Joshua G2 (where he successfully graduated with his ISP Diploma). He then embarked on a number of agency account management roles at iris, Saatchi & Saatchi X and Oliver – amongst others – creating award-winning activations for some of the world’s biggest FMCG brands. A passionate advocate of proving the effectiveness of marketing activation, he lives and breathes the IPM’s ethos of protecting, promoting and progressing the brand activation industry and all those working in it. Paul is a member of CAP, the PMDRP CAP Panel and various working groups.

  • Matt Hill


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    Funded by the commercial TV companies, Thinkbox is the marketing body for commercial TV in the UK, in all its forms.  Thinkbox works with the marketing community with a single ambition: to help advertisers and agencies get the best out of today’s TV.  Prior to joining Thinkbox in 2015 Matt worked at Channel 5, heading up their Planning & Insight team and representing the broadcaster at the BARB board. Prior to C5 he had roles at Virgin Media and Attentional.  Recent Thinkbox research studies include ‘TV Response:  New Rules, New Roles’, which looked at the changing way advertising delivers response and how different media channels work together to generate sales; ‘Payback 4: pathways to profit’, an independent econometric study commissioned from Ebiquity that found TV advertising has become more effective in recent years and creates more sales and profit than any other medium on a like-for-like basis; and ‘#TVTwitter: how advertisers can get closer to conversations’, which looked at how TV viewers are using Twitter to complement their favourite TV content.  When not at work, Matt is usually struggling to control either his two boys or his severe snap hook on the golf course. 

  • Denise Turner


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    After 24 years in communications research in advertising and media agencies (latterly at Havas Media Group), Denise joined Newsworks in April 2015.  She has delivered several award-winning projects as part of her role overseeing the insight programme at the marketing body for national newsbrands. Denise is obsessed with consumer insight and passionate about proving that communications works. She considers herself very lucky to be able to ask why for a living. She has authored a number of books and reports on communications effectiveness for the IPA.  She is a former Chair of the Media Research Group, a member of the IPA’s Television Research Advisory Group for over 20 years, and closely involved in the set up and ongoing development of the IPA’s groundbreaking multi-media study TouchPoints.  In 2009 she was elected a Fellow of the IPA, in recognition of her services to the advertising industry.

  • Colin Wheeler


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    Colin Wheeler is Director of Understanding Expertise, offering freelance consultancy utilising 20 years’ experience in agency and client-side roles. He is currently a member of the International Board for AMEC, and is a member of MRS. Colin ran the WE Communications EMEA Insight & Analytics team, providing measurable insight and understanding for client communications activity for over 3 years. Previously he spent 9 years at British Airways specializing in global brand, communications and reputation research. Colin has also worked as an independent consultant with several global market research agencies.

  • Andrew Canter


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    Andrew is amongst the leading practitioners in branded content and has over twenty five years experience working in marketing communications. Andrew is the Global CEO of the BCMA (Branded Content Marketing Association) which is the pre-eminent global industry body for branded content practitioners, run by practitioners, promoting best practice, sharing knowledge and growing the branded content industry. He has been instrumental in developing the contentmonitor evaluation system which has been widely used by the industry. He has been responsible for spearheading the development and launching BCMA chapters across the world. He also the Chief Content Officer (CCO) at Global Living Brands (GLB), offering clients global opinion monitoring & influencing, reputation enhancement, strategic marketing, branded content creation & profile management. In his role as CCO, he is heavily involved in finding, selecting and developing suitable projects for the GLB Media Investment Fund, financing movies, TV formats and Digital content. He is co-author of the academic study, "Defining Branded Content For The Digital Age" and eBook series, BOBCM (Best of Branded Content Marketing) which has been successfully launched on iTunes and other digital platforms. Andrew lectures in Branded Content Marketing and regularly speaks at international conferences and has been on many international award judging panels. He is also a member of the Brand Entertainment Cristal Academy. Andrew is married with three young children. He is mad about Watford FC and all things horological. He is a Liveryman of the Worshipful Company of Clockmakers and has been awarded the Freedom of the City of London.

  • Tony Manwaring


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    Tony oversees CIMA's external affairs directorate, leading on global communications, public policy and advocacy programmes. This includes responsibility for building and sustaining key relationships with stakeholder groups and working with governments, employers, members and partners to promote the best interests of CIMA and the CGMA community. He is also programme director for Valuing your Talent, a research and engagement programme CIMA is conducting alongside several partners including the CIPD, CMI and UKCES. Most recently, Tony was Chief Executive at Tomorrow’s Company, a global think tank, where he worked in partnership with CIMA on a number of programmes, including the Tomorrow’s Value lecture series and joint initiatives on corporate governance and reporting. Prior to this, he served as Chief Executive of the charity Scope. He has also provided consultant services to the Lord Mayor of the city of London, leading the Restoring trust in the City and the City values forum initiatives and helping to deliver the Tomorrow’s City programme. Tony has a degree in economics from the University of Cambridge.

  • Rachel Aldighieri


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    Starting out in journalism before crossing into PR, Rachel has helped to drive the DMA's transformation from an ordinary trade association to a vibrant, facilitatory industry community over the last eight years – widening its relevance and appeal far beyond its traditional heartland and working closely with many of the UK's biggest and most forward-thinking agencies, brands, suppliers and press to promote a true one-to-one-to-millions marketing approach.

    She is responsible for leading the DMA's key industry initiatives – including the flagship annual DMA Awards, the Campaign for great British copywriting, Responsible marketing, the organisation's community website and an array of other events, workshops and research projects to help marketers put their customer first.

    Rachel is passionate about attracting new talent into the marketing industry and believes in the positive contribution and central role that one-to-one marketing can deliver within a modern, creative UK economy.

  • Nigel Geach


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    Nigel is responsible for the marketing and sales side of Repucom’s global motorsport business. Whether it be Formula One, Touring Cars, World Rally Championship or Moto GP, Nigel contributes regularly on TV, in the press or at conferences to give a balanced and informative view of the state of global motorsport. He brings more than a quarter of a century of experience of the sponsorship research business to the table, having joined Repucom as part of the acquisition of IFM Sports Marketing Surveys, where he was a Director since 1986. A graduate in business management, Nigel has seen first-hand the importance of sports sponsorship in marketing and communication and the growing need to evaluate all marketing disciplines. He is Vice Chairman of the European Sponsorship Association Board. He is married with one son and two grandchildren and lives in Surrey.

  • Tim Elkington


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    Tim joined the Internet Advertising Bureau (IAB) in 2009 as Head of Research, became Director of Research and Strategy in 2010 and Chief Strategy Officer in 2014. Tim is responsible for all IAB UK research projects including measuring the size of the UK digital advertising market through the IAB / PwC Digital Adspend Study, which now also measures the size of the affiliate and lead generation industries and the percentage of the UK digital display market that is traded programmatically. Tim is also responsible for commissioning consumer insight pieces such as Real_Living which looks at how people divide their attention between different screens in the living room.

  • Janet Hull


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    Janet is responsible for strategy, content and promotion of the IPA's external marketing programmes. She has been instrumental in developing and promoting the IPA Databank series of thought leadership publications with Peter Field and Les Binet, and has now been appointed to Executive Director Effectiveness Week and the Effectiveness Institute. As a former pioneer of the IPA President’s agenda, Janet has also developed the IPA’s content stream around intangibles and KPIs for marketing reporting. Janet's industry experience spans senior management positions at Y&R advertising, Burson-Marsteller corporate communications and Lewis Moberly brand identity. She was awarded an OBE for services to the creative industries in the 2014 New Year’s Honours list.

  • Jane Frost


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    Jane Frost became CEO of MRS, the world’s leading research association, in 2012 after 8 years in government – first as Strategy Director at the Department for Constitutional Affairs (Justice) and latterly as the first individual Customer Director at HM Revenue and Customs (HMRC).  It was for her work revolutionising HMRC’s customer intelligence and corporate strategy that she received the CBE.
    Jane has more than 20 years experience delivering customer based change to a wide range of corporations. She is Cambridge educated and Unilever trained, and before moving into the public sector was at the BBC, where apart from readying the BBCs technology businesses for sale, she was Controller of Corporate and Brand Marketing.
    Jane was responsible for the BBC films Perfect Day, World Leaders and Small People which broke industry records for awareness and approval while the conversion of the promotion Perfect Day into a charity CD raised over £2.5 m for Children in Need.
    Jane gained extensive international experience working for Shell in many markets including the US, Australasia, Middle and Far East. While there, Jane was responsible for pan European advertising and globally co-ordinated major brand re-launches.  Jane has been an NED of BBC Children in Need and a trustee of an Education Charity.  Her other non-executive experience includes International Publishing and Digital Communications. She has served on both audit and ethics committees.  She is a trustee and NED of the Lowry and a member of the advisory board of Women on Boards.

  • Francis Ingham


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    Francis Ingham is Director General of the UK Public Relations Consultants Association (PRCA), and Chief Executive of the International Communications Consultancy Organisation (ICCO). Founded in 1969, the PRCA is the professional body which represents the UK PR industry. The largest PR association in Europe, the PRCA represents over 18,000 individuals working across the industry. ICCO is the voice of public relations consultancies around the world. Its membership comprises national trade associations in 32 countries across the globe: from Europe, Africa, Asia, the Americas, and Australasia. Collectively, these associations represent over 2,500 PR firms. Ingham’s background is in politics and public affairs. He is External Examiner to the American University at Richmond; Trustee of The Speakers' Corner Trust; and the Master of the City of London Company of Public Relations Practitioners. He was educated at Oxford University, where he read Politics, Philosophy and Economics. He appears in both the UK and the Global editions of PR Week’s PowerBook.

  • Stephan Loerke

    World Federation of Advertisers

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    Stephan has been the CEO of the World Federation of Advertisers (WFA) since November 2003. During his tenure, WFA has doubled its corporate membership and has extended its network to 58 countries, significantly reinforcing the WFA’s presence in the world’s fastest emerging advertising markets. Prior to joining WFA, Stephan worked for L'Oréal in Paris and Brussels. He studied business economics at the Saint Gall Business School in Switzerland, after which he worked at the United Nations in New York. Stephan has German and French nationalities. He is married to Sabine and has two sons, Sebastian and Alexandre.

  • Stephen Maher


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    Stephen Maher is a Modern History graduate from Balliol College, Oxford and founder of MBA – where digital and direct interconnect. His agency career spans over 30 years – previously working at AMVBBDO and TBWA/Simon Palmer. MBA is an independent agency based in London, Miami and Brighton and has featured 3 years running in Campaign magazine as one of the ‘World’s Leading Independent Agencies’. MBA delivers ROI for Clients by applying their Brand Action approach, joined-up data, creative technology and content frameworks to the way that people buy today – digitally fuelled, non linear and dynamic ecosystem. This has helped MBA gain IPA Effectiveness Awards and other effectiveness wins including Marketing Society and E Commerce Awards – as well as accolades such as ‘Best Company One to Watch’ and IPA CPD Gold 3 years running. Clients include Accor Hotels, Avios, Cambridge University, Embraer Executive Jets, Everest, Investec Bank, Neilson Active Holidays, o2 and Sage by Heston Blumenthal. Stephen Maher is the chairman of the marketing society, an IPA Council Member, Chair of #IPASocialWorks, a Fellow of the Royal Society of Arts, features in Debrett’s ‘People of Today’ and sits on the board of BAFTA. He is also a failed rock guitarist and Chelsea season ticket holder. He lives in Wandsworth with his wife and 4 children.

  • Steven Chester


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    Steve has spent the last 18 years of his career in the digital advertising industry. He’s currently the Director of Media for the UK’s Incorporated Society of British Advertisers (ISBA), leading a team delivering industry education, standards, research and championing effective responsible industry self-regulation across all media platforms. He is also a permanent member of the Joint Industry Committee for Web Standards (JICWEBS) overseeing digital trading standards for the UK including brand safety, viewability and ad fraud. Prior to the ISBA, Steve spent 5 years as Director of Data & Industry Programmes at the Internet Advertising Bureau in the UK leading a team covering Display, Search & Data, 8 years at Microsoft Advertising leading a variety of account management/client service teams and 4 years as Head of Operations at Agency.com, a leading full service digital marketing agency.

  • Alan Bloodworth

    Gain Theory

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    Alan Bloodworth is Gain Theory’s EMEA CEO with over 20 years’ experience in the marketing effectiveness industry, partnering with some of the world’s biggest brands across many industry sectors, principally retail, online and CPG in several markets across EMEA and North America. His client experience includes Ahold-Delhaize, Reckitt Benckiser, Kellogg’s, Danone, Diageo and PepsiCo. Through advanced analytics and a high-touch consulting approach, Alan’s experience has seen him guide clients to solve critical business questions from understanding and optimising the impact of marketing on KPIs, through to shining a light on high value customers. Previous to Gain Theory Alan was a Director at Ohal - a marketing effectiveness consultancy - where he helped clients gain competitive advantage through maximising the return on their marketing budgets, typically in excess of $100m per year.

  • Jo Arden


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    Jo is the CSO responsible for strategic excellence across MullenLowe Group UK. She is fascinated by the world of human behaviour: blending a drive for social change with a belief that brands can, and do, play a fundamental role in society. In addition to supporting her team on all of our agency business, she has hands-on responsibility for strategy for the British Heart Foundation, NHS Workforce, The Co-operative Bank and the Truth Project. She previously worked at 23red where the work she did in partnership with other agencies cemented her view that different disciplines working together make for better, bolder, more effective work. Jo is a Fellow of both the RSA and the IPA, on which she also sits on the Effectiveness Leadership Group. She is very proud to Chair NABS Fast Forward and be an active member of WACL.

  • Lorna Hawtin

    TBWA Manchester

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    As Disruption Director at TBWA, Lorna Hawtin is responsible for asking questions, wreaking havoc and building strategies to give challenger brands an unfair advantage. She was awarded the Sir John Hegarty Scholarship to the Berlin School of Creative Leadership, where she put her skills to use, causing disruption in the best possible way to gain an Exec MBA. By asking the hard-to-answer questions, challenging herself, and inspiring her classmates to do the same, she not only received the honour of Valedictorian, but took home the Michael Conrad Outstanding Thesis Award for her thought-provoking research on “Unpicking the Extrovert Ideal in ‘Adland’". As well as being part of the agency leadership team, she is also a frequently published commentator within the industry, with a special interest in how neuroscience can help shape strategy. She was 2014 Convener of Judges for the IPA Effectiveness Awards having won a number of Effectiveness awards as author in her formative years. She is also a Fellow of the IPA in recognition of her exceptional prolonged contribution to the industry body and her work in developing the Eff Test and the IPA's effectiveness strategy. She is also now a member of the U.K. Effie committee and the IPA's effectiveness leadership group

  • Simon Gill


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    As Chief Creative Officer, Simon oversees Isobar UK’s creative output.

    Having spent more than 20 years at the forefront of digital marketing, Simon is an award-winning creative, with a PhD in Multimedia. He has a proven track record in delivering creative excellence for global brands including Apple, Cathay Pacific, EON, Honda, Lloyds Bank, Mattel, Microsoft, Selfridges and Sony. He has a reputation for building an award-winning, multi-disciplinary team, and has a body of work that skilfully combines the power of brands with the power of technology to create exceptional experiences and real business results.

    He previously spent over a decade at DigitasLBi, as chief creative officer UK and MENA.

  • Ben Quigley

    Everything Different Ltd

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    Everything Different Ltd, is an independently owned group of creative brand strategy, disruptive insight, branded content, platform and experiences companies. Group clients include L'Oreal, Sky, Sage, Northumbrian Water, Land Securities, Gulf Bank and Carpetright. Everything Different has offices in Newcastle and London. Ben's role is to drive the growth of Everything Different's clients, its business and its staff. He leads the way to make Everything Different a destination brand for clients who share the group's purpose to always challenge the status quo and drive commercial creativity, making a difference together.

  • Neil Godber

    Wunderman Thompson

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    Neil started his career at Publicis, where he was responsible for strategy on The Army, ASDA, and making D&AD awarded work for the Depaul Trust. He departed for MCBD to enjoy planning on a variety of brands including Greene King, Premier Foods, Subaru and P&O Cruises, then on to M&C Saatchi, where he brought back the Ribena berries and made Dixons “The Last Place You Want To Go”, the most awarded work of 2010, winning the APG Grand Prix and Jay Chiat Gold. Latterly, Neil worked at BBH, where he led the planning for Audi, Barclays, Dulux and Gordon’s, until arriving at JWT. Neil was Head of Planning at JWT, responsible for the strategic offer of the agency, trying to keep a great department happy and staying busy planning on various global and UK brands. He was made Joint Head of Planning at Wunderman Thompson, following the merger of Wunderman and JWT in 2018.

  • Victoria Pattinson

    LinkedIn Marketing Solutions

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    Victoria Pattinson leads Market Development for LinkedIn Marketing Solutions in EMEA.  Prior to joining LinkedIn, Victoria worked at WPP, where she held senior roles for FMCG clients, and thought leadership and strategy positions, including co-founding WPP's Stream unconference.

  • Harjot Singh

    McCann WorldGroup EMEA

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    Over the last 20 years, Harjot’s passion to excel at a creatively and commercially actionable understanding of people, brands and cultures has led him on a global career path. Harjot has lived and worked in 6 countries across 3 continents delivering and shaping strategy solutions for some of the world’s most successful brands. Over the last 2 decades Harjot has held senior, regional and global strategy leadership roles in Europe, UK, North America, China, and South East Asia. Clients and colleagues across the world consistently credit him with bringing clarity and inspiration from the complex, skilfully placing human and brand needs at the heart of any marketing response, and delivering measurable impact.

  • Simon James

    Publicis Sapient

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    Simon is responsible for the Data & AI practice across EMEA and APAC at Publicis Sapient. The practice comprises Data Strategy, Data Science, Data Engineering and Digital Analytics disciplines serving Sapient’s clients around the world. In addition to managing the Sapient practice, Simon is engaged on a number of large enterprise accounts where Sapient is building data science capability and delivering data science programmes.

  • Verity Gill


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    Passionate about people and data, Verity is Director, Marketing Science EMEA, Agencies, at Facebook. She is a trained Econometrician and a Digital Anthropologist. Her work investigates the ever-shifting digital media landscape helping agencies to mobilise data sources to help clients maximise business outcomes.  

  • Lucas Brown

    Total Media

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    Lucas sits on the Total Media Group board as Chief Strategy Officer, working closely with teams to deliver the agency’s behavioural planning positioning and develop their research and data capabilities. He started his media career at Leo Burnett before he moved to the media department of creative agency Leagas Shafron Davis. In 1998 he joined Zenith Media to become a founding partner and board director of Zed Media and in the same year was listed in Media Week’s Top 30 Under 30. Lucas helped build Zed to become one of the leading direct and digital specialists, before he left to set up Total Media Direct Ltd in 2003. In 2007 Total Media Direct was merged with the Total Media Group. Since 2008 he has helped the IPA promote a culture of advertising effectiveness and is a contributing author to the industry’s effectiveness qualification - the Eff Test. His personal mantra is: “always treat the client’s business like it was your own business”.

  • Gerald Breatnach


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    Gerald leads a team of strategic insight managers and design specialists, working across Google's UK client portfolio, providing industry insight and perspectives through a combination of third party research, Google data analysis and marketing effectiveness expertise.

  • Simeon Duckworth


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    At Essence, Simeon is the President Strategy & Analytics, heading up Lead Strategy, Data Strategy, Analytics and Business Planning globally. Prior to this role, he was Head of Data & Analytics Strategy Development at GroupM and Global Head of Analytics and Research at Mindshare.

  • Rob Sanders

    Twitter UK

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    Rob Sanders is senior researcher at Twitter UK. He works alongside advertisers and agencies to help improve their effectiveness, as well as driving local and global thought leadership projects. Prior to joining Twitter, Rob worked for over five years in the marketing mix modelling industry, delivering insight to top global brands across the CPG, retail, media, and finance verticals, and for three years in marketing at a global music company.

  • Pip Hulbert

    Wunderman Thompson UK

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    In four years, Pip has risen from COO to CEO of Wunderman Thompson UK and played a key role in helping to secure more than £30m in new business. Since Pip took the helm, Wunderman Thompson has enjoyed major client wins, including Centrica, Toyota, Duracell, BT Sport and Kaspersky.  Pip has also worked hard to build a culture that sets Wunderman Thompson UK apart. The team has expanded to over 650 staff and the agency boasts one of the highest staff retention rates in the industry. Her laser focus on nurturing people has won her a spot on the IPA Council, WACL Board the WPP Advisory Board for Women, Stella.

Academic Advisors

Academic Advisors



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    Daniel is world-leading researcher in music psychology and one of his areas of specialism is the use of music and other types of emotional stimuli to enhance the effectiveness of advertising. More widely, he has conducted research on implicit assessment techniques  of advertising effectiveness including psycho-physiological measurements, such as skin conductance responses and heart rate. in addition to his academic work, he is also Scientist in Residence with the London-based advertising agency adam&eveDDB, a post he has held since 2010.


    Berlin School of Creative Leadership

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    As a respected and passionate people development expert, Jamshid Alamuti contributes his deep understanding for creative thinkers, as well as the rare ability to build bridges between creative and operational sectors. Alamuti's track record is extensive and diverse, bringing unique insight to the Berlin School. As Global Head of Gedas Academy, he serviced subsidiaries worldwide, developing junior and senior management of VW Group that was later acquired by Telekom Training. His focus was on methodology development in sales, project management, change management and pre-sales consulting. Alamuti has extensive corporate experience at the highest level, with core skills in leadership development, intercultural consulting and management, strategy consulting and group moderation. His reputation among clients and peers is as a catalyst, inspiring action rather than endless PowerPoint and talk.

  • Catharine Hays

    Wharton Future of Advertising (WFoA) Program

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    Catharine is the Executive Director of the Wharton Future of Advertising (WFoA) Program, joining forces with Professor Jerry Wind in early 2008 to establish and develop the Program in Wharton’s think tank, The SEI Center for Advanced Studies in Management.  In support of the Program’s role as a catalyst to reinvent the scope, practice and value of advertising, Catharine has grown the Global Advisory Board to over 90 thought leaders from around the world, enlisted over 200 visionaries to contribute to the WFoA Advertising 2020 Project, and convened over 400 executives for roundtable insight sessions and collaborations in Philadelphia, NY, Paris, New Delhi and Singapore, among others.  She is co-author of Beyond Advertising: Creating Value through All Customer Touchpoints (Wiley) and is the Wharton Marketing Department’s co-host for the “Marketing Matters” radio show on Business Radio Powered by the Wharton School on Sirius XM 111. @catharinehays @whartonfoa

  • Nick Chater

    Warwick Business School

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    Nick Chater joined WBS in 2010, after holding chairs in psychology at Warwick and UCL. He has over 200 publications, has won four national awards for psychological research, and has served as Associate Editor for the journals Cognitive Science, Psychological Review, and Psychological Science. He was elected a Fellow of the Cognitive Science Society in 2010 and a Fellow of the British Academy in 2012. Nick is co-founder of the research consultancy Decision Technology; and is on the advisory board of the Cabinet Office's Behavioural Insight Team (BIT), popularly known as the Nudge Unit.

  • Jim Macnamara

    University of Technology Sydney

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    Jim Macnamara PhD, FAMEC, FAMI, CPM, FPRIA is Professor of Public Communication at the University of Technology Sydney (UTS) and Visiting Professor at London School of Economics and Political Science, Media and Communications Department in 2016. He is internationally recognised for his research into evaluation of public communication and for his work on organisational listening. He is the author of numerous academic and professional journal articles and 16 books including The 21st Century Media (R)evolution published by Peter Lang, New York in 2014; Organizational Listening: The Missing Essential in Public Communication published by Peter Lang, New York in 2016; and Evaluating Public Communication: Exploring New Models, Standards, and Best Practice to be published by Routledge, UK in 2017.

Industry Partners

Industry associations from the UK and around the world have rallied to the call to make marketing more accountable.



Knowledge Partners

Renowned learning institutions and providers bring the clout of their research and resources to our content.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA