A reservoir of extraordinarily talented and knowledgeable individuals all committed to helping us create a culture change in marketing.
Top brands and advertisers helping us to keep our content on track.
Neil loves working with people and companies that are changing things. Entertainment, tech and music are his big passion points and he’s proud to have led the development and global growth of a range of top tier brands working with the likes of Airbnb, Pinterest, N26, Peloton, Depop, Netflix and Mars.
Prior to founding 21CB, Neil spent six years working at TBWA\Chiat\Day Los Angeles, most recently as Chief Strategy Officer, where he had a formative experience leading the global creative strategy on Airbnb, working closely with the CMO and CEO as well as leading global creative strategy for the likes of Netflix and the Grammy’s. He’s proud that these campaigns were recognized as some of the most effective and creative in their fields, with Airbnb winning Gold and Silver global Effies, and the Grammy’s ‘Witness Greatness’ collaboration with Kendrick Lamar winning across the board at Cannes Lions & D&AD.
Before venturing out West, Neil led strategy at Zag, the ventures arm of the London ad agency BBH, where he worked directly with the founders of high growth disruptors in photography, music and fashion, launching the world’s first intelligent wearable camera, and creating a premium female security brand from scratch to IPO.
A mentor at Zinc V.C. and a regular judge of the IPA awards, Global Effies, Neil is passionate about using creativity to drive sustainable growth. He has written extensively on 21st century brands for the likes of FastCo, The Guardian, Contagious and Sifted.
His co-authored White Paper on the business case for creating an iconic brand was the subject of a panel at SXSW.
A graduate of Oxford University, Neil also had a previous life in the dark corners of London as an indie rock musician
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.
Colin is the founder of Ideas & Impact, a marketing consultancy that works collaboratively with clients to drive marketing effectiveness, creativity and capability. He has worked in senior international marketing roles across a range of industries including: KraftHeinz, Brand Learning, NatWest Group, Kimberly Clark and Molson Coors. He also has an MBA from Lancaster University.
Emma Hill has over 20 years’ marketing experience and recently joined the Cardano Group as Group Brand & Marketing Director. Cardano Group is a purpose-built risk and investment specialist, providing services to private-sector and collective pension schemes. Emma has previously held senior marketing roles at a number of high profile companies including Legal & General, Royal London, RSA, Honda and ITV where she has helped deliver brand and marketing transformation programmes. She is a Trustee for local charity Home-Start East Surrey, which provides friendship and emotional & practical help to parents with at least one child under five years old. She has two kids, two cats, one dog and a husband.
Margaret joined NatWest Group in September 2020 as Group Chief Marketing Officer.
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. At the end of 2014 she left FMCG to join the utilities sector as Director of Marketing at British Gas, one of the most recognised household brands in the UK. At the beginning of 2016 she moved into a global role to develop marketing capability across all the businesses as Group Chief Marketing Officer for Centrica, transforming the firm’s marketing capabilities across all regions.
Some of her key achievements include launching Dove deodorant across Europe; delivering the first ever global Lynx campaign and winning a Cannes Gold Lion for Lynx “Getting Dressed” campaign. Margaret launched the first ever award winning “time to be selfish” brand campaign for Radox which turned around the performance of the brand.
In September 2020, Margaret was announced as one of Marketing Week’s Top 100 Most Effective Marketers for her work at Centrica.
Margaret lives in Surrey and has her own qualitative study group of 4 children and a Chihuahua called Alfie and a Great Dane called Vegas. In her spare time, she acts as a taxi service for the kids, gets taken out for a walk by the dogs, runs the odd half marathon and occasionally gets a chance to sleep.
Charlotte is Group Head of Customer Research at Legal & General, leading research programmes across multiple business divisions, including insurance and retirement products. She has extensive research and insight experience, gained through both agency and client-side roles, across a broad range of sectors including Finance, FMCG, Service & Events sectors. She has extensive experience of global brand & comms research, as well as expertise in product, proposition and customer experience research, amongst consumer and B2B audiences. Charlotte lives in the Midlands and enjoys yoga and exercise classes, mainly so she can enjoy cake and wine guilt-free!
Becky has been with HSBC for 4 years and initially lead Retail Propositions and Current accounts for the UK Bank, including leading the Connected Money programme which received extensive media coverage as the first scale response to Open Banking in the UK. She currently leads Global Customer Marketing for Wealth and Personal Banking.
Becky’s career has spanned multiple sectors including Financial Services, Media and Publishing and Retail. She joined HSBC from Boots where she was Head of Digital Experience. Her career has focussed on understanding customers and using technology to meet their needs. She is a leader in digital transformation, digitally lead marketing and proposition development and, with a background in economics, has consistently focussed on both marketing and investment effectiveness.
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.
Patrick Neyret is Global Marketing Transformation Director at Danone. Part of the Global CMO team, he is responsible for step-changing how Danone’s brands and businesses approach Marketing, leading to sustainable growth.
His scope includes supporting brands on how they craft and activate their purpose, developing foundational Marketing elements such as the Global Marketing Community, Marketing Competencies and the Danone Marketing Academy, and leading agendas around specific transversal topics, such as Creativity, Effectiveness and Design.
Before joining Danone in 2018, Patrick held Brand and Marketing positions at Pernod Ricard, Heineken, Nestle and Ogilvy.
Bio to follow.
John Perella is the Head of Marketing Performance and Optimisation at Tesco PLC. In this role he is responsible for tracking and improving the performance of marketing investment across the Tesco Group. Across his 20+ years career, John worked as a marketing effectiveness consultant across in both media and dedicated research agencies. Prior to Tesco, he moved to Singapore to build the Data2Decisions analytics practice in Asia Pacific. John currently chairs the ISBA Insight & Effectiveness steering group.
Kiel Petersen 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. Before joining Diageo, Kiel was working with McKinsey & Company, primarily on Sales and Marketing topics in the Retail & Consumer Goods sectors.
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.
Melissa Reeve is a Brand and Marketing Strategist who has worked on some of the world’s largest consumer brands, spanning industries including automotive, fashion, ecommerce, FMCG, utilities, telecom and travel. After spending more than a decade working at leading global agencies - DDB, Ogilvy, Y&R and Leo Burnett, to name a few - Melissa pivoted client-side for a skunkworks project to launch and run ‘Gen Z’ fashion brand COLLUSION. She currently heads-up global brand strategy at ASOS.
Jo Royce joins the IPA Effectiveness Advisory board, bringing a wealth of experience from across the creative & media industries - and expertise spanning strategy, commercial, leadership, consultancy and executive coaching.
Jo is passionate about effectiveness in creativity and in business. A lifelong advocate of personal purpose and strengths-based leadership, Jo is an active supporter of and mentor for NABS, Creative Equals (Advisory Board), WACL, Help for Heroes (facilitator), House of St Barnabus, Inspiring the Future and Leaders Plus.
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.
Olena Topilnytska is an Insight and Innovation Director, Nestlé Purina EMENA. In her role she leads development of capabilities and mindset to measure Purina media investments effectiveness across region. She is also responsible for identifying, seeding and validating new consumer-centric product solutions or business opportunities to delight pet parents.
Olena has spent 20 years of her career within Nestlé group, rising from marketing assistant and spanning her career in brand marketing, innovation, portfolio and business strategy at the market, regional and global levels.
Matthew has over 20 years' experience spanning both the public and commercial sector. He leads strategy, insight and evaluation for the marketing and behaviour change programmes at Public Health England where he has recently written and published their 2017-20 marketing strategy. Under his direction campaigns such as Change4Life, Act FAST, Be Clear on Cancer, Stoptober and most recently One You have collected more than 60 industry awards. He is pioneering new and innovative digital and partnership approaches to improving health. In his previous public sector work he was a marketing and communications strategy consultant working across government departments including Cabinet Office, education and business. Matthew's commercial career covered household FMCG brands AB Inbev, McVitie's and Benckiser.
Christoph Weber is Media Director at Mars, and has over ten years experience in FMCG marketing.
Some of the best marketing brains in the business.
Bio to follow.
Les is a world-renowned expert in the field of marketing effectiveness, and has probably won more effectiveness awards than anyone else. In 2014, the IPA awarded him The President’s Medal in recognition of his contribution to the subject.
Les has written extensively on how advertising works, how to make it work better, and how to evaluate it. In particular, his work with Peter Field has attracted international attention. As Unilever CMO Keith Weed put it, “Les and Peter have made a huge contribution to our understanding of how marketing drives growth and profit for brands. Marketers everywhere should pay close attention.”
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.
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”.
Bio to follow.
As Head of Connected Experiences, Christophe works in a strategic role which connects the business, measurement, digital and marketing teams at Imagination. His focus is on creating connected brand experiences across clients including Vodafone, Jaguar Land Rover, Rolls-Royce and G.H. Mumm. After studies in the UK and France, Christophe started his career at Citroën Automobiles in 1998, working as a Market Analyst. Upon joining Imagination in 2005, Christophe initially worked within a client services role. In 2015 he took on the newly created role of Head of Connected Experience for the Global Automotive team. Following the success of this role and the rapid growth of the strategy, measurement and digital team within Automotive, the role was adopted across the business in 2017 to cover all Imagination clients and drive Imagination's Business Strategy.
Harry leads Client Marketing Science in the UK. Consulting with the largest UK advertisers to grow their businesses by transforming marketing execution, both on and off Facebook. Harry has experience working in house within the Gaming and Fintech sectors and Agency side. As a practitioner he has deep understanding of commercial marketing analysis both for traditional and digital channels.
Simeon has held global analytics and strategy leadership roles in both media and creative agencies for nearly 25 years, most recently as Global President of Analytics and Strategy at Essence.
As befits an industry ‘veteran’, he has also long contributed to the Industry effectiveness agenda working with clients, agencies, research co’s and platforms to demonstrate the value of advertising and creativity.
Simeon is currently doing a PhD at UCL in the economics of data sharing and data markets, sponsored by WPP.
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.
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.
SVP, Client Business Transformation, IPG/MRM.
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.
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.
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
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.
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.
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.
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.
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.
Clare O’Brien is ISBA's Head of Effectiveness and Performance. Prior to her role at ISBA as Head of Performance and Effectiveness (and before that as Head of Performance at the IAB), Clare O’Brien was the co-founder of one of the world’s earliest content strategy consultancies, following a career in publishing industry PR and communication. Her consultancy work was focused around development of content strategy practice for clients as diverse as the BBC, BP, CIPD, Epson, TUI, P&G, Orange, RBS and Barclays.
At ISBA, Clare leads industry initiatives around Media Insight & Effectiveness, Programmatic & Performance and Data & Ethics for the UK’s leading advertisers who make up ISBA’s membership.
Kevin brings 15+ years of analytics experience to the AP table, helping major brands grow across the globe. Coming from an academic background of Economics and Sociology, he’s interested in going beyond the revenue impact of Marketing by looking at a bigger picture and taking traffic or brand metric impact into consideration. A specialty field is his work with electronic brands on measuring and improving launch-and-sustain strategies. Next to his daily work, Kevin sits on the I-COM Incrementality council and is actively involved in global discussions on methods for measuring incremental impact of marketing.
Bio to follow.
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.
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.
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.
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.
In a world that is changing faster than any of us can quite get used to, business needs people who can not only see the next change coming, but can also explain it to the rest of us. Sue is one of these rare people. She’s a “clarifier”. In the rapidly changing world of media, Sue has been ahead of the curve for three decades, and remains at the forefront of the industry’s evolution.
In a time when companies that stand still are sunk, Sue has consistently moved MediaCom forwards ahead of the competition – a crucial factor in its rise to become the number one company in its sector and the agency of the decade for an unprecedented second time in a row.
She is Convenor of the 2020 IPA Effectiveness Awards. Editor in chief at Campaign, Gideon Spanier, says: “Sue has led the way when it comes to driving change and challenging stereotypes”. In her current role she drives transformation for MediaCom and their clients.
Sue has for many years transcended her natural introversion to take her place as an ad industry spokesperson at conferences and forums. In 2016 she reached out to a wider public with the publication of her book The Glass Wall, success strategies for women at work and businesses that mean business – called the year’s most significant addition to the debate on gender diversity at work.
Tom is joint head of strategy at AMV, where he oversees a department who pride themselves on creating work that works.
Tom’s served on a number of effectiveness juries and has himself won IPA awards as well as the Cannes Grand Prix for Effectiveness for his work, which has taken in brands such as Walkers Crisps, Doritos, Essity, Guinness, The Department for Transport and The Metropolitan Police.
Orlando Wood is Chief Innovation Officer of the System1 Group. His role is to rewrite marketing best practice by drawing on the behavioural sciences. His work has moved forward thinking in the market research, marketing and advertising industries, winning him awards from the AMA, ARF, MRS, ISBA, Jay Chiat and ESOMAR.