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Janet Hull OBE
Director of Marketing Strategy
IPA

As Director of Marketing Strategy Janet leads the IPA Three Pillar Strategy (Effectiveness/Commercial/Talent) with a particular focus on IPA Effectiveness Week (EffWeek).

She is chair of the wider AA/DIT Promote UK initiative to boost export and inward investment in advertising and marketing services.

Janet also represents the advertising sector on the Creative Industries Council (CIC), a joint forum between Government and Industry, and is Co-Producer of CIC Createch in London Technology Week.

She was awarded an OBE by Prince Charles for services to the Creative Industries in the 2014 New Year Honours list.

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Scott McDonald, Ph.D.
President & CEO
ARF

Scott McDonald 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.

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Les Binet
Group Head of Effectiveness
adam&eveDDB

Les is a world-renowned expert in the field of marketing effectiveness, and has probably won more effectiveness awards than anyone else. In 2014, the Institute of Practitioners in Advertising awarded him The President’s Medal, the highest honour it can bestow, in recognition of his achievements. Les has written extensively on how advertising works, how to make it work better, and how to evaluate it. In particular, his work with Peter Field has attracted international attention. As Unilever CMO Keith Weed put it, “Les and Peter have made a huge contribution to our understanding of how marketing driver growth and profit for brands. Marketers everywhere should pay close attention.”

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Carl Carter
Marketing Strategy & Effectiveness Director
IRI

Having worked with over 100 of the world’s top brands and media owners in the last 15 years, Carl thrives on investigating, analysing and providing insights and action into consumer behaviour and purchase habits through Media, digital technologies and formats. Carl has a passion for empowering brands through better Consumer Marketing through optimal Media mix, digital strategy and technology implementation through cutting edge approaches and solutions. He has Intimate knowledge of marketing and media including vast experience in Digital Solutions and regularly speaks at industry events on his experience and work. Most recently his work has focussed on understanding the impact of media for many FMCG businesses across a range of channels including AV, social advertising, search, video-on-demand, location advertising and programmatic. Much of this has been achieved through his commitment to the integration of data and the innovation of analytical methodologies.

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Mike Follett
Managing Director
Lumen Research

Mike Follett is one of the founders of Lumen, the leading attention technology company. Mike started his career in advertising, working for DDB in London, New York and Mumbai, before founding Lumen in 2013.

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James Hankins
Global VP Marketing Strategy & Planning
Sage

James is a highly acclaimed award-winning strategist and co-author of the IPA sponsored Share of Search metric that he created together with the legendary Les Binet. James has also authored work on Digital availability, The Hankins Hexagon and the implication of an e-commerce world (with JP Castlin). He is the Founder and Consulting Strategist at Vizer Consulting, and also the Global VP of Marketing Strategy and Planning at SAGE.

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Dr. Grace Kite
Founder
Magic Numbers

With 20 years’ experience, Grace is a business economist who’s worked on more than 100 market mix modelling projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition. She has a blend of human and commercial skills you rarely see in data people. It allows her to work with marketing people to put their numbers to good use and to tell stories that enable change. She build partnerships as well as models, and as a result her findings have real commercial impact. Grace is columnist at marketing week and WARC, and a regular speaker on marketing effectiveness. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’. After earning a PhD in Economics, Grace began her career using analytics to evaluate marketing, taking on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded Gracious Economics. Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix, and she was a technical judge for the 2020 IPA awards.

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Shula Sinclair
CSO EMEA and Worldwide
mSix&Partners

Shula is CSO EMEA & WW at mSix&Partners, where her brief is to drive even stronger cross-disciplinary cohesion. Previously she was Global Head of Strategy at Spark Foundry and as a proudly hybrid strategist, she is a firm believer in breaking down silos across creative, media and tech disciplines in service of an intuitive consumer experience. She is a frequent industry judge, has won awards for both her brand and media strategic work and is also a trustee of The Big Draw.

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Sue Unerman
Chief Transformation Officer
MediaCom UK

In the rapidly changing world of media, Sue has been ahead of the curve for three decades, and remains at the forefront of the industry’s evolution. She has helped advertisers such as Mars, DFS, Direct Line Group, Tesco, Merlin Entertainment, and Sky to connect with consumers by bringing a succession of new ideas to the advertising and media industry. She set up the first strategic planning unit in a media agency, pioneered the use of Integrated Communications Planning, foresaw the dramatic shift from the age where advertising messages were “pushed” out towards consumers to the age we live in today when brands and consumers are in constant dialogue, and was instrumental in broadening the limited world of advertising into the wider world of “content”. In a time when companies that stand still are sunk, Sue has consistently moved MediaCom forwards ahead of the competition – a crucial factor in its rise to become the number one company in its sector and the most awarded agency in the world. Sue’s long-standing – and continuing – importance in the advertising and marketing world is shown by the fact that before taking on her current role she was named by Campaign magazine as “Top planner of the Year” on more occasions than any other individual. She is Convenor of the 2020 IPA Effectiveness Awards. Global head of media at Campaign, Gideon Spanier, says: “Sue has led the way when it comes to driving change and challenging stereotypes” In her current role she drives transformation for MediaCom and their clients.

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