IPA appoints Laurence Green as Director of Effectiveness

Green will lead the pioneering IPA Effectiveness Pillar

The IPA has announced the appointment of creative strategist turned business director and agency founder Laurence Green as its new Director of Effectiveness. Green will join from 4 July.

Green brings 30 years of experience in the advertising and cultural sector to his new IPA role, 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.

Crucially, Green has invaluable IPA experience and accolades in the effectiveness arena, having chaired the IPA Effectiveness Awards in 2006 and edited the IPA’s Advertising Works, And How publication (2005), further to which he was made a Fellow of the IPA for services to effectiveness in 2007.

In his IPA role, Green will lead the pioneering IPA Effectiveness Pillar, which will include, among other duties:

  • Providing strategic direction for the Effectiveness Pillar to maintain its global reputation for leading-edge thinking, trusted evidence, thought leadership, best practice and continuous professional development.
  • Managing the IPA Effectiveness Leadership Group, comprised of clients, agencies, sponsors and partners, and external relationships with global partners and allies.
  • Project-leading new effectiveness research and development content relating to the annual IPA EffWorks Conference in October.
  • Overseeing the IPA Effectiveness Awards team and process, the IPA Effectiveness Databank team and projects, the IPA Effectiveness Accreditation team and process.
  • Representing IPA Effectiveness with influential external audiences.

Says Paul Bainsfair, Director General, IPA: "As the tough economic climate continues, with companies’ purse strings ever tightened, being able to demonstrate marketing effectiveness as the engine of business success is more vital than ever. This is why we are delighted to welcome Laurence, with his extensive hands-on effectiveness and industry experience, to the IPA to continue to equip our industry with the knowledge, research and tools to prove and fuel the power of marketing communications in driving business growth."

As a long-time beneficiary and admirer of the IPA's industry-leading practice, I'm looking forward to driving an effectiveness agenda that helps to inspire and not just celebrate work that works.

Laurence Green

Laurence Green CV

Previous Executive Roles:

2017-2021: Executive Partner, MullenLowe Group.

2011-2017: Founding Partner, 101.

1998-2010: Founder and Chairman, Fallon London.

1989-1998: Account planner and business director at AMV.BBDO, J. Walter Thompson and Lowe Howard-Spink.

Non-Executive Roles:

2015-2019: Chairman, British Independent Film Awards.

2013-2017: Trustee, Somerset House.

2010-2013: Advertising and brand columnist, Sunday Telegraph.


Laurence was a founder member of the DCMS’s creative ‘C&binet’ designed to foster pan-industry and international dialogue about the creative economy, and was the only strategist to be named in the Financial Times Creative Business Top 50.

Last updated 01 May 2024