Effectiveness Hall of Fame - Simon Broadbent
Simon Broadbent was a lifelong exponent of the cause of proving the effectiveness and financial benefits of successful advertising.
His early advocacy of econometrics and his thinking on themes such as budget-setting and evaluation developed into the authorship of more than 200 papers and a string of books which influenced generations of communications executives round the world.
In particular, his concept of adstock and interest in proving the long-term value of brand-building activities have had considerable impact on industry debates.
As one of the initiators of the IPA's Effectiveness Awards and as the Convenor of Judges in the first two competitions in 1980 and 1982, Simon helped to instigate a world-leading body of evidence-based case studies and thinking.
It is perhaps unsurprising that Simon applied such rigour and clarity to difficult questions. He read engineering at Cambridge and followed this with qualifications in Mathematics and Statistics from, respectively, Oxford University and Imperial College, London.
After 10 years in industry, he joined Leo Burnett. He spent several years at Burnett's head office in Chicago where he was the director of brand economics and also vice-president.
He later founded The Brand Consultancy, a joint venture between Burnett and Arthur Andersen, and another consultancy, BrandCon.
Simon died in March 2002, at the age of 74.
Last updated 15/10/2013