John enjoyed a 27-year career at P&G which spanned Engineering, R&D, Market Research and Marketing, giving him a very well-rounded view of products and branding. Since his recent retirement from P&G, John has opened his consultancy and is working across advertisers, media, and measurement suppliers. At P&G, John was one of the first with a role dedicated to media analytics, from planning to attribution. He had responsibility for the analysis, testing and application of media measurement applications, creative testing, lift tests, attribution and planning tools. John has presented at various forums including Advanced Research Forum (ARF), AMA, and NAB events and is currently partnering with the IAB and RAB.