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.

  • Gain Theory is  a global foresight consultancy. Our consultancy is built on long term client partnerships that leverage data, analytics, technology and experience to optimize marketing investments. We specialize in data-driven business assessment and strategic development that helps clients have the power and confidence to make faster, smarter business decisions.

    Find out more at www.gaintheory.com

  • 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.

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  • “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.

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

  • Sandra Fazackerley


    Read Full Bio

    Sandra is a Senior Executive Leader with over 25 years’ experience in the Telco industry, an industry she loves for it’s creativity, buzz and competitive challenge. Her career in Telco has spanned Customer Service, Finance, I.T. and the last (and most exciting) 4 years now in Marketing as part of the direct senior leadership team to the CMO. Her work - leading a team of high performing, professional experts in research, analytics, marketing effectiveness and customer experience - directly influences the strategy, brand, products and propositions of the O2 UK business. She is passionate about people – seeing them develop & helping them be their best. Outside of work, life is equally busy with 1 son and 4 step-children, all teenagers or twenty-somethings

  • Nigel Gilbert


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    Nigel Gilbert is TSB’s CMCO, where he has overseen the launch, IPO and the recent merger into Spain’s Sabadell Group. His agency career began in London with CDP, then internationally with Y&R in Hong Kong and Sweden, before joining Lowe Worldwide in London and latterly Regional CEO for Asia-Pacific. He joined Lloyds where he led the reinvigoration of the LloydsTSB brand and secured sponsorship of the 2012 Olympic Games. He then joined Virgin as Virgin Media’s CMO, and later as a Director at Virgin Management. Nigel is a Fellow of the Marketing Society and V-P of ISBA. He’s married with two daughters, and enjoys skiing, art, music and motors.

  • 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.

  • Dan Izbicki


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    Dan has a passion for brands and their role in driving business success and positive social change. He is currently Global Creative Excellence Director at Unilever, with an agenda to drive Creativity and Effectiveness and ensuring communication pushes the USLP (Unilever Sustainable Living Plan) agenda. Previously Dan worked as a planner in advertising at WCRS, VCCP and M&C Saatchi, where his work included the rebranding of Dubai, O2, Saga, the launch of Orange and the relaunch of Mini. He also ran a jewellery business for five years. Dan is a South Londoner born and bred and has steadfastly refused to move out to Surrey (although like most men of a certain age, he has been known to cycle out of a weekend). He resides in Balham with his wife and two children.

  • David Wheldon


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    David has held senior positions on both sides of the marketing fence. Starting at Saatchi & Saatchi as a graduate trainee he rose to be a Group Account Director, after a brief tenure as managing partner at WCRS he then went on to be the Managing Director of Lowe Howard-Spink in London.  He was recruited to the role of Global Director and VP of Advertising for the Coca-Cola Company based in Atlanta. David then returned to the agency world as President of BBDO Europe and then joined Tempus as a main board director and CEO of Tempus Partners, when Tempus were purchased by WPP David set up Team Vodafone for WPP. He joined Vodafone in mid 2004 as Global Director of Brand and Marketing Communications and was promoted to Global Brand Director in 2005 and became the CEO of VIML (Vodafone Ireland Marketing LTD) in January 2008 based in Dublin. David left Vodafone in September 2010 returning to live and work in London. He joined Barclays in January 2012 as Managing Director of Brand, Reputation and Citizenship.  He was appointed as Chief Marketing Officer of RBS in July 2015. David became President of the World Federation of Advertisers in March 2015. He is a fellow of the Marketing Society and a council member of the MGGB and a Non Executive Director of Brandtone.

  • Christopher Macleod

    Transport for London

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    Chris joined Transport for London (TfL) in 2007 and is responsible for a diverse portfolio of Marketing and Customer information programmes for some of the Capital’s most important services. His work ranges from promoting Contactless payment and Oyster cards to Road Safety, Buses and Tubes to the Santander Cycle Hire scheme, all at a time when London’s transport system is experiencing record demand. In 2012 he oversaw the Marketing of transport in London to help deliver a successful Olympic and Paralympic Games. He has helped TfL become a more customer focused organisation, delivering against its ‘Every Journey matters’ promise. An ‘Ad man’ by training, he has worked at Saatchi & Saatchi (twice) and Collet Dickenson Pearce, where he was ultimately Chairman. During his time at TfL it has won every major Marketing and Creative award including Campaign magazine’s Advertiser of the Year, Cannes Gold Lions and Marketing Society and IPA Effectiveness awards. A Fellow and former chairman of the Marketing Society, Chris has a degree from Newcastle Business School, a Master’s degree from the London School of Economics and is a regular on the Bakerloo Underground line.

  • Pete Markey


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    Pete Markey is responsible for all Aviva’s brand and marketing communications in the UK. Pete has previously held Director level roles at Post Office, RSA Group and MORE TH>N. Previously Pete has worked in British Gas, the AA and One.Tel in a range of marketing roles. Pete graduated from Southampton with a BA Hons in Corporate Communication and is a CIM Chartered Marketer. Pete has been awarded four prestigious Marketer of the Year awards including the Financial Services Forum, Marketing Society, DRUM and MI Awards. In 2009, he completed a 2 year MBA with Distinction at Ashridge. In 2010, he was made a “Fellow” of the Marketing Society, and joined their Management Board. In 2014, Pete completed the prestigious Marketing Academy Fellowship Programme and was named Drum Magazine’s “CMO of the Year” in their New Years’ Honours List. Pete has consistently appeared in Marketing Magazine’s annual “Power 100” feature as one of the leading marketers in his field. In 2015, Pete’s team won CIM “Marketing Team of the Year.”

  • 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.

  • Sheila Mitchell

    Public Health England

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    Sheila has been Director of Marketing at Public Health England since April 2013, responsible for behaviour change and education in public health and prior to that was responsible for Marketing in the Department of Health. She was appointed to the PHE Board in October 2015. Under her leadership there have been more than 100 industry awards for campaigns such as Change4Life, Be Clear on Cancer, Act Fast and most recently, Stoptober. Sheila has pioneered intermediary partnership marketing with some of Britain’s leading commercial and voluntary sector brands in support of public health objectives. Previous public sector work included the launch of Directgov for the Cabinet Office and the creation of the Engage Programme designed to improve government communicators’ marketing skills and capabilities. Prior to the public sector Sheila ran her own marketing consultancy for a number of years with clients in financial services, healthcare and telecommunications. Her commercial career was in in BT where she was responsible for the company’s high profile consumer marketing communications activity. Sheila has a MA in French and Italian (Glasgow) and a post graduate qualification in European Marketing (Edinburgh). She is a member of the ASA Industry Advisory Panel, MGGB and WACL.

  • 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.

  • Sara Bennison


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    Sara was appointed as Nationwide’s first Chief Marketing Officer in March 2016 and leads the Marketing and Engagement Community. Her responsibilities span brand, advertising, market research, insight, marketing, internal communications and social investment. Previously Sara was CMO at Barclays Personal and Corporate Bank and had held senior roles at BT and a number of major advertising agencies in the UK and Asia. Sara takes an active role in the advertising industry.  She is Vice President of the Incorporated Society of British Advertisers, a member of the Industry Advisory Panel for the Advertising Standards Authority and Treasurer of the Front Foot Initiative for the Advertising Association.  She is also a Fellow of the Marketing Society and, in 2016, was recognised as Financial Services Marketer of the Year by the Financial Services Forum.

  • Chris Hutchings


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    Chris has been working at the BBC since 2010, heading up the Brand Insight Team since 2015. During his time within the Brand Insight Team Chris has led a notable step change in how the BBC tackles questions around brand health and the measurement of marketing effectiveness – overhauling long running tracking studies and bringing in latest research thinking in these areas Having worked in the research industry for since 1999 Chris has a wealth of experience both agency and client side, with a particular focus on the media and retail sectors.

Industry Advisors

Industry Advisors

  • 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.

  • Alison Lomax


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    Alison is a digital veteran having started in the days of dial-up Internet, working at COI on M15 and Foreign Office, before moving to the advertising world. Whilst at Tribal DDB, she was Head of Media on Volkswagen’s digital brand strategy as well as launching The National Lottery business on the Internet, mobile and interactive TV. She was then Head of Digital Client Services at Beattie McGuinness Bungay before joining Google’s UK Creative Agency Team in 2012 and is now Head of Brand Solutions. Alison was named one of the BIMA Hot 100 in 2014 and is a member of WACL (Women in Advertising Communications London). She leads the Development pillar for [email protected] and also represents Google at Buckingham Palace’s Women’s Forum. Alison is married to Jim and has two highly spirited daughters, Livy (8) and Freya (5) and they live in Hertfordshire.

  • Kathy Dykeman


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    Kathy is currently Director of the Northern European and Global Accounts Measurement team at Facebook. She joined Facebook in 2010 and her mission has been to help clients reliably determine the impact of their advertising and strive for better industry measurement solutions for digital and mobile channels. Kathy has worked alongside top global FMCGs and Telco globally and across Europe in her current position. Before joining Facebook, London in May 2010, Kathy worked at Harris Interactive UK and stateside, she has served as a Vice President within a San Francisco based research consultancy, a government and academic research Director at Knowledge Networks and an Exit Poll specialist for the major news media in New York City.

  • Matt Hill


    Read Full Bio

    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.

  • Carey Trevill


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    Starting her marketing career in the 90’s with Clarke Hooper, Carey has a long marketing background focussed on promotional marketing and has most recently joined the IPM as its first traditional marketer in the role. Having worked across major brands, sectors and markets, and even making the odd TV ad or two, her work has led to founding an agency, successfully merging and going on to work with a number of businesses preparing for sale. The IPM has long had at its heart the need to champion effective practice across the industry as we strive to grow brands through brilliant work, Carey’s central role is to promote effective work. A Member of CAP, PMDRP CAP Panel and various working groups.

  • Debbie Morrison


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    Part of the six strong management team that leads ISBA, a not for profit organisation representing the interests of 450 leading British advertisers spending £10b PA on marcoms activities. Adept at identifying business critical issues for the advertiser community, chairing and managing industry committees, developing strategies to drive resolutions to key advertiser issues. Works with partner organisations on global and local initiatives to enhance/better industry practices, including developing standard template model contracts for clients and agencies which have revolutionised client/agency negotiations. Runs the consultancy and best practice division of ISBA working with her team on more than 2000 projects PA, with ISBA's blue chip advertiser members. Skilled at advising on the changing shape of marcoms and marketing orgs, agency contract and fee negotiations and benchmarking, agency search and selection, relationship evaluation and general trouble shooting on client/agency issues. Expert in comms agency marketplace and marcoms trends. Always looking ahead of the market to the next thing to impact the marketing community. Coach and advisor to many senior advertisers. Speaks on advertising trends at conferences across the globe. Debbie has an Honours degree in Fine Art, CIM marketing qualifications, is part of the Hyper Island digital alumni and is a member of the elite, thought leading comms industry women's group WACL.

  • 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.

Academic Advisors

Academic Advisors



    Read Full Bio

    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