Effectiveness Pioneer Janet Hull OBE announces IPA retirement

Former IPA Presidents Nicola Mendelsohn and Julian Douglas, and Les Binet are among those celebrating Hull’s achievements.

Janet Hull OBE, the formidable pioneer of the industry’s marketing effectiveness movement, announced that she is to retire from her position as Director of Marketing Strategy at the IPA.

From July, Hull will assume a part-time role, before her full retirement at the end of the year, rounding off 22 years with the professional body for advertising agencies and a lifetime in the creative industries, her dedication for which she was awarded a Queen’s Honour in 2014.

Following and in-between various agency stints and board-level positions, including being Abbott Mead Vickers’ employee 102, Hull was hired as a consultant by the IPA between 1994-1998 and then again, in a full-time capacity with a focus of marketing effectiveness, from 2005 to the present day. During her career, she has worked with hundreds of industry greats, including helping to shape the agendas of many of the IPA’s Presidents including David Pattison (publishing a 10-year perspective for the future of advertising and agencies); Moray MacLennan (reaching out to the C-suite to highlight and drive the value of advertising to the boardroom); Rory Sutherland (helping to put behavioural economics into practice), Nicola Mendelsohn (developing a comprehensive apprenticeship programme); and Ian Priest (working to improve the client/agency relationship).

Hull’s career highlights

    Janet’s career highlights centre around: furthering the industry’s marketing effectiveness; fuelling marketing investment and finding the talent of tomorrow:

    Furthering the industry’s effectiveness

    As part of the IPA’s drive to ensure optimal effectiveness of the industry, Hull formulated the comprehensive EffWorks movement. This has comprised:

    • Engineering the publication of the Peter Field and Les Binet suite of IPA Effectiveness Databank publications, including:
    • Forming the IPA Effectiveness Leadership Group – a team of talented knowledgeable individuals - clients, agency personnel, partners and sponsors – committed to helping create a culture change in marketing.
    • Creating the flagship EffWorks Global Conference that takes place each October
    • Launching the IPA Effectiveness Accreditation scheme – now in its second two-year cycle which provides a stamp of approval to agencies regarding their dedication to effectiveness and a signal to current and prospective clients that agencies are taking valuable steps to foster an effectiveness culture to make their organisation stronger, fitter and able to deliver their targets.
    • Co-developing additional notable publications as part of the IPA EffWorks R&D programme, including Orlando Wood’s Lemon 2019 and, Look out 2021, among others.

    Fuelling marketing investment

    As part of Hull’s work to highlight the value of advertising, Janet negotiated and ran the much-heralded pro bono IPA/FT global advertising campaign to promote investment in marketing.

    Finding the talent of tomorrow

    Hull created the Creative Pioneers apprenticeship scheme, as part of Nicola Mendelsohn’s presidential agenda, which provided over 1,500 jobs between 2012 and 2021.

    Outside the IPA

    Janet has represented the IPA on WACL, The Marketing Society and The Worshipful Company of Marketors. She has been an IPA advocate on the Creative Industries Council, under Nicola Mendelsohn, where she developed the CreaTech programme now being espoused by Sir Peter Bazalgette as new Industry Co-Chair. On behalf of the IPA she also co-founded with the AA and APA the UK Advertising Export Group, acting as Chair and leading trade missions to Beijing, Shanghai, Mumbai and UK/China events at Cannes. She has also represented the IPA on the Government Apprenticeship Board.

    Says Janet Hull OBE:

    "When I joined the IPA, I was given a one-line brief to take the learning from the IPA Effectiveness Awards into the mainstream. I couldn’t have had a better challenge. Throughout my career at the IPA I have always been given the freedom to go beyond, to look outward, to forge new connections. I have found that the IPA name can open doors to Government, academia, industry both in the UK and around the world. IPA member agencies are rightfully revered the world over. Our incredible talent creates waves."

    It has been my pleasure to work for the long term with the brightest and best leaders of our generation, and to harness the collective intelligence of the IPA membership to take the industry to new places and new knowledge. I am proud to leave the programmes I started in the capable hands of a strong team who will take them to new heights.

    Janet Hull OBE

    Industry reaction

    Says Paul Bainsfair, Director General, IPA:

    "Janet is a tour de force. Indefatigable with an incredible drive and determination to better our industry. During her stand-out tenure, she has always managed to be steps ahead in shaping the industry agenda – from apprenticeships to CreaTech to EffWorks Global and far, far more. And in doing so she has prepared the climate for IPA member agencies to not just survive but to thrive. We owe her an enormous thank you for all that she has achieved for our collective benefit."

    Says Nicola Mendelsohn CBE, VP Global Business Group, Meta and Former IPA President:

    "Janet was my critical partner as IPA President. I loved working with her, brainstorming together and then seeing her executing at the highest level. She is a true pioneer and embraced digital from its earliest days working with UKTI to devise the earliest study tours to Silicon Valley. She recognised the importance of the ad industry as part of the wider creative industries which led to her representing advertising, marketing and media on the government’s Creative Industries Council. She created the first showcase event for the creative industries CreaTech initiative successfully bringing investment from overseas into the industry. A passionate advocate of DEI throughout her career she launched Creative Pioneers, an apprenticeship programme that over the decade created 1500 jobs for underrepresented people."

    She has always been one step ahead in her thinking to ensure that IPA member agencies can be ready for the next iteration – her retirement is going to create a big gap for the industry as she will be much missed.

    Nicola Mendelsohn CBE, VP Global Business Group, Meta and Former IPA President

    Says Julian Douglas, International CEO and Vice Chairman, VCCP and Former IPA President:

    "Whether she's jetting off to Silicon Valley to learn about the latest tech innovations or leading trade missions to Beijing and India, Janet is always on the move, always striving to make a difference. I have witnessed first-hand the positive impact these missions can have, both for the IPA and also my agency, VCCP."

    Janet's legacy as a trailblazer will continue to inspire and motivate generations to come through the initiatives she helped to forge. Her commitment to creativity and belief in making things happen has left an indelible mark on the advertising industry. She is a true role model and a shining example of what can be achieved through hard work, collaboration and a pioneering spirit.

    Julian Douglas, International CEO and Vice Chairman, VCCP and Former IPA President

    Says Les Binet, Group Head of Effectiveness at adam&eveDDB:

    "Janet has been immensely supportive of the work that Peter Field and I have done with the IPA Databank over the last 20 years. In many ways, she has been the driving force behind our research, getting sponsorship, pushing us to deepen our understanding of the data, and helping to bring our findings to the wider world. In fact, it was Janet who suggested we call our 2013 book “The Long and the Short of It”, which was a stroke of genius. We will miss her terribly."

    For more industry reaction


    Janet Hull OBE’s career chronology

    Janet was employee number 102 at Abbott Mead Vickers when they were in Aybrook Street, where she was an account manager and account supervisor. She got her first Board Director position at Y&R at 29 under John Banks and David Miller then rose to Client Services Director and Managing Director of the Capital Image unit. At Business Marsteller she was Director of Corporate Marketing and Creative Director of their in-house studio. At 30 she featured in the same issue of Campaign’s 'Ones to Watch' as Paul Bainsfair.

    Chris Powell as CEO BMP DDB Needham and IPA President (1993) called for IPA Council members to fund a new consultant. Janet was appointed in 1994 as Consultant Director Advertising Effectiveness Initiative when Nick Phillips was Director General. It was agreed this would become a permanent position after one year. Janet’s role was to take the learning from the Effectiveness awards and apply it to day-to-day marketing decision-making. During this time, she:

    • initiated training programmes with Warc and a suite of new publications.
    • worked with Hamish Pringle and Marilyn Baxter to create the IPA Value of Advertising Committee
    • judged the IPA Effectiveness Awards when Gary Duckworth was Convenor
    • worked with Nick Kendall as IPA Effectiveness Awards Convenor of Judges on Advertising Works 10
    • worked with Peter Field to establish the IPA Effectiveness Databank Questionnaire
    • worked with John Bartle as next IPA President after Chris Powell on a twinning scheme between IPA agencies and Marketing Courses at Universities, for which she developed a Student Award and Annual briefing for Marketing Academics
    • worked with London Business School (Tim Ambler, Paddy Barwise) on publication Marketing Metrics

    In 1998, Janet went back into the agency world before returning in 2005 as Director of Marketing and Reputation Management, when David Pattison became IPA President at the invitation of Hamish Pringle.

    During her tenure, she has worked on the following Presidential agendas:

    • David Pattison 2005 - Created The Future of Advertising and Agencies – a 10-year perspective with The Future Foundation and Magic and Logic with Marilyn Baxter for the IPA/ISBA Value Framework Steering Group
    • Moray MacLennan 2007 – outreach to the C-suite, round tables with equity analysts and creation of The Little Book of Growth
    • Rory Sutherland 2009 – Behavioural Economics – Red hot or red herring with Nick Southgate plus sequel publications and training
    • Nicola Mendelsohn 2011 – Creative Pioneers – Study tours to Silicon Valley and Hollywood, Brazil, China and development of Creative Pioneers apprenticeship programme. Secured pro bono wrap-round in the Metro each year. Created over 1,500 jobs between 2012 and 2021. Set up the Olympic Ambassador programme for the IPA. Joined the UK Creative Industries Council, a joint forum between Government and Industry.
    • Ian Priest 2013 – the Adaptathon event programme and published the A D A P T publication series to improve the client/agency relationship.

    Other publications under her direction, include:

    • The Future of Advertising and Agencies IPA/Future Foundation 2006
    • Magic and Logic/Marilyn Baxter 2006
    • Social Media Futures IPA/Future Foundation 2009
    • Behavioural Economics – red hot or red herring?/Nick Southgate 2010
    • ADAPT – The five-part series 2015

    Janet then became Director of Marketing Strategy charged with reviewing and creating more coherence around existing IPA programmes and content. In 2017, she launched the IPA Three Pillar Strategy: Commercial, Effectiveness, Talent. She also ran the Marketing Department, leading on the Talen Pillar and appointed Joyce Kelso to Commercial Pillar and Leila Siddiqi to Talent Pillar.

    During this time, she:

    • created the October Effectiveness Week and the formation of the IPA Effectiveness Leadership Group
    • worked with Google and Thinkbox to set up the Peter Field/Les Binet suite of IPA Effectiveness Databank publications:
      • Marketing in the era of accountability
      • The Long and the short of it
      • Media in Focus
      • Effectiveness in Context
    • launched IPA Effectiveness Accreditation – now in its second two-year cycle
    • negotiated and ran the pro bono IPA/FT global advertising campaign to promote investment in marketing
    • brought in over £1 million partner sponsorship for IPA EffWorks R&D programme
    • co-developed other notable publications as part of IPA EffWorks R&D programme
      • Fran Cassidy – Culture First 2017, Building Bridges with Finance 2019
      • Orlando Wood – Lemon 2019, Look out 2021
      • Fiona Blades – Owned Channels 2022

    Outside of the IPA, Janet has:

    • represented IPA on WACL, The Marketing Society, The Worshipful Company of Marketors
    • represented IPA on the Creative Industries Council under Nicola Mendelsohn and Tim Lindsay DG BBC where she developed the Createch programme now being espoused by Sir Peter Bazalgette as new Industry Co-Chair
    • received an OBE for services to the Creative Industries in the 2014 New Year’s Honours List
    • represented the IPA on the UK Advertising Export Group as Chair working with Aisling Conlon and Stephen Woodford, during which time she led trade missions to Beijing, Shanghai, Mumbai and UK/China events at Cannes
    • represented IPA on Government Apprenticeship Board.
    Last updated 01 May 2024