Ped has spent his career spanning all aspect of advertising research. He currently leads Strategy and Products for the Creative Excellence group of Ipsos in the US, working on matching the Ipsos offer to the ever-changing needs of clients, integrating data and the voice of the consumer into the communication development process. He is passionate about advertising, creativity, and the rapidly approaching AI singularity. Originally from the UK, he moved across the pond in 2010 and now lives in Stamford, Connecticut.