Director of Effectiveness
Laurence Green is Director of Effectiveness at the IPA.
He has 30 years of experience in the advertising and cultural sector, having grown and sold two creative agencies: Fallon London to Publicis Groupe and 101 to IPG; served as a Trustee at Somerset House and Chair of the British Independent Film Awards; and been an independent adviser to agencies, brand owners and media owners on tasks ranging from strategy and storytelling to growth and exit.
During his career, he has worked with leading brands including the BBC, Cadbury’s, Coca-Cola, Sony, Stella Artois and the Tate. He has also advised start-ups and scale-ups such as innocent, Nando’s, Green & Blacks and Ben & Jerry’s. Green also regularly speaks and writes on a wide range of brand growth and effectiveness topics.