Head of Quantitative Research, Acacia Avenue, UK
Louise is a comms quantitative research specialist bringing 18 years’ experience in creative research. In this time she’s worked with all manner of brands; from cars to crisps to charities, from global powerhouses to start-ups. She’s spent time on both sides of the client and agency fence, at Associated Newspapers, Hall & Partners, Barclays, joining Acacia Avenue in 2015.
Her work spans every aspect of creative development, from territory development to the forensics of media evaluation. She’s a firm believer that insight and research should be in the service of creativity in advertising, (and that quantitative data in particular needs to be handled with care, as benchmarks and ROI models are only as good as the thinking that goes into them).