Pedr leads a world-class team of advertising specialists, data scientists, and behavioral researchers. With a career spanning over 18 years at Ipsos across both London and New York, Pedr has become a definitive voice in the quest to balance the “art and science” of effective communication. He is responsible for the strategic direction of Ipsos’ creative suite, including the development of industry-leading tools like Creative Spark and Creative Labs, which help global brands navigate the evolving media landscape. A passionate advocate for the power of creativity to drive business growth, Pedr frequently partners with leading industry bodies, including Effie Worldwide and the Advertising Research Foundation (ARF). His work is dedicated to integrating the voice of the consumer into the creative process, ensuring that in an age of automation, brands remain human, empathetic, and undeniably effective.
Ariane Pol is Global Head of Creative and Creator Research & Data Science at Google, where she leads a cross-functional team and partners with top research providers and academics to provide AI-powered creative effectiveness guidelines, cutting-edge solutions, and industry thought-leadership for Google's top global advertising partners.
Mark Truss is the Executive Director of Galileo Research and Strategy Consultancy, a psychology-based research and strategy company that uses therapeutic and clinical psychological techniques with respondents and participants to uncover deeply held views, attitudes, and cognitive biases, thereby clarifying people’s motivations and decision-making processes. He leads Galileo’s quantitative research and methodology development, using traditional, emerging, and experimental research techniques to drive impactful strategy and communications. Mark is also an active contributor to the industry. He writes for and speaks at events hosted by the Advertising Research Foundation, the 4A’s, and the IAB, and he lends his expertise to industry bodies such as the Market Research Council and the Ad Council’s Research Committee. In addition, Mark is an adjunct professor at Columbia University and NYU and serves as a board member of the ANA’s Educational Foundation. In his spare time, Mark plays lead guitar in a band of market researchers, known as “The Outliers.”
Lisa has spent 18 awesome years at Ipsos, immersed in the world of advertising and brand research. In her current role, she sits at the intersection of product innovation & market authority to help brands maximize their creative impact. She ensures Ipsos’ research solutions solve complex challenges for both sides of the ecosystem - equipping advertisers to build stronger brands and ad platforms to better monetize their environments. Most recently, she has focused on spearheading pioneering research on retail media networks, proving the business value of creative quality in this rapidly evolving channel. Lisa believes the industry treats brand and performance in too binary a fashion, to the detriment of creating actual demand. She’s eager to unpack this dynamic and the role of measurement in reinforcing it at this year’s Creative Effectiveness Day.
Jake leads measurement strategy at Uber, ensuring advertisers have all of the tools required to understand campaign performance on its advertising platform. Prior to Uber, Jake has held roles at Roku and within WPP. He has contributed to multiple standards and working papers at industry organizations and working groups. Jake received his undergraduate degree from Haverford College, and an MBA from the Tuck School of Business at Dartmouth. He lives in New York City with his wife and two daughters.
Avinash is the global Chief Strategy Officer at Human Made Machine and a Brand Strategy & Marketing Transformation Consultant at Coach and Kate Spade. He is also the best-selling author of Web Analytics: An Hour A Day and Web Analytics 2.0.His prior experience includes a sixteen-year stint at Google, and leadership roles at Intuit, DirecTV, Silicon Graphics in the US & DHL in Saudi Arabia. Avinash’s professional career has focused on elevating the Think via frameworks that expand the horizon of possibilities across AI, Marketing, and Analytics. He actively contributes to elevating the Ink by sharing practical and actionable advice via his weekly newsletter, The Marketing Analytics Intersect. Avinash has become recognized as an authoritative voice on Intent-centric Marketing and Incrementality-centric Measurement. His strategic framework See-Think-Do-Care lays out an expansive role for Marketing in delivering customer joy and company profits. His “Smart Clusters” framework outlines focused analytics solutions that solve for the high standards of a CFO – all powered by inventive trust, but verify accountability.
Hannah Lewman is a Group Strategy Director at Ogilvy, where she sculpts culturally impactful campaigns for some of the world's most recognizable brands. Her strategic approach is rooted in consumer understanding and a drive to create contagious ideas that drive growth. Hannah’s work has earned widespread recognition for both its creativity and effectiveness from leading industry award bodies.
Alejandro is a Global Research Lead at LinkedIn’s B2B Institute, where he explores how brands build trust, influence buying decisions, and drive long-term growth in B2B markets. His work blends behavioral science, creative effectiveness, and commercial strategy to help marketers turn insight into impact, and more importantly, stay competitive as new generations of buyers and emerging tools reshape the B2B landscape. Previously, Alejandro led creative effectiveness and cultural trends research at TikTok, advising global strategic accounts on how to activate with relevance and measurable performance. A trained mixed-methods researcher, he began his career in the public sector and holds an M.S. in Data Analytics from New York University.
Ryan is the creative research lead for the Ipsos B2B Center of Excellence, helping brands and their agency partners create more impactful advertising through rigorous research and actionable insights. Over his 16-year career at Ipsos, he has collaborated with global organizations across industries to uncover the drivers of creative effectiveness, improve advertising performance, and build stronger connections with audiences. Ryan is passionate about translating research into practical guidance that enables marketers to consistently deliver creative quality at scale. He holds a B.B.A. in Marketing from Hofstra University and resides in the Denver metro area.
Karen Montecuollo is Senior Vice President of Brand & Content Insights at A+E Global Media, where she leads consumer, digital, and cultural insights across A&E, Lifetime, and HISTORY. With 15 years of experience in entertainment and marketing, she partners closely with creative, brand, and content strategy teams to uncover audience truths that drive development, positioning, and growth across linear, streaming, and emerging formats. Karen is known for blending rigorous research with innovative approaches— including the practical application of AI—to help insights teams work smarter, move faster, and better serve real business needs. Previously she held senior research roles at J. Walter Thompson, leading global consumer intelligence for brands such as Rolex, Coca-Cola, Walmart, and Johnson & Johnson, and has taught insights and strategy at Columbia University.
Scott became the CEO and President of the Advertising Research Foundation in March 2017. Prior to joining the ARF, he held senior research positions at leading global media companies, including 18 years at Time Warner, and 14 years at Conde Nast, covering both the consumer and the advertising sides of the media business. Throughout his career, he has kept a foot in both the academic and business worlds, teaching for 5 years at NYU and for 18 years at Columbia Business School. He serves as an adviser to the Social Science Matrix Program at UC Berkeley and is on the Board of the Population Reference Bureau. An avid art lover, he also is on the board of the Brooklyn Academy of Music. He holds an A.B. degree from UC Berkeley and a Ph.D. from Harvard University.
Amanda specializes in comms development research – from strategy formation to understanding brand platforms to creative executions. She has over 11 years of experience in Ipsos Creative Excellence working across a variety of categories and industries from Retail, CPG food and beverage to insurance, spirits, health and beauty. Amanda has recently led innovative research and thought leadership examining creative effectiveness in retail media environments, helping answer critical questions around how brands can balance performance marketing objectives with long-term brand growth. This work reflects her passion for helping marketers adapt to the changing media landscape, build stronger, more effective creative strategies in emerging channels, and maximize the impact of their creative investments.
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Cross-Platform Measurement Options from an Agency Perspective
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