Will Goodhand

Will Goodhand wears three hats: as a researcher commercially evaluating campaigns for their effectiveness, as a judge of effectiveness papers, and as a developer of best practice in effectiveness with the IPA.   

Beginning his career under the tutelage of two hardened advertising planners at KSBR Brand Planning, Will moved to BrainJuicer where he applied their seminal thinking on emotion driving effectiveness, testing and optimising campaigns for clients across categories (FMCG, Finance, Personal Care, Auto etc).  

Will first addressed WARC on advertising effectiveness in 2008, followed by thought leadership ranging from Effectiveness in Not For Profit Advertising for the Institute of Fundraisers and Radio 4, to driving social change - delivered alongside Justin Trudeau in Toronto. 

Will is experienced in operating System1’s IPA-approved testing methodology for long-term business effects, and in deploying other testing methods at Ipsos and at Kantar (where he was on TNS’s Board as Head of Brand & Communications Research). 

Most recently, Will was involved in developing the thinking in the IPA publication Lemon, launching it with Orlando Wood at SXSW, and he helped build best practice guidelines in the IPA working group on B2B Marketing Effectiveness. He also recently judged the WARC Awards on Media/Channel Effectiveness.  

Will is collaborative, “he doesn’t see the barriers to collaboration that others do” (former senior colleague), and is a professionally trained mentor (Royal Academy mentoring start-ups in emerging markets).