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Lord Burns, Chairman of Channel Four leads this year's Effectiveness Awards judging panels as Chairman of Judges. The 2010 Convenor of Judges is David Golding, Founding Partner, Adam & Eve. The Deputy Convenor is Marie Oldham, Head of Strategy, MPG. There are two panels which make up the judging process for the IPA Effectiveness Awards; an industry panel of respected industry practitioners, and a senior client panel who are responsible for awarding the coveted awards.
This year's judges are:
The Client Judging Panel
Lord Burns, Chairman, Channel Four (Chairman of Judges)
Philip Almond, Group Marketing Director, Baileys
Gill Barr, Head of Marketing UK and Ireland, MasterCard
Jude Bridge, Director of Marketing, Campaigns and Communications Save the Children
Tim Brooks, Marketing Director of Healthcare, GSK Consumer Healthcare UK
Martha Lane Fox, Non-Executive Director, Marks & Spencer, Channel 4 and Mydeco
Nigel Gilbert, formerly Group Marketing Director, Lloyds TSB
Chris Jansen, Group Commercial Director, British Gas
John Petter, Managing Director, BT Retail Consumer
Steve Sharp, Executive Director of Marketing, Marks & Spencer
The Industry Judging Panel
David Golding, Founding Partner, Adam & Eve (Convenor of Judges)
Marie Oldham, Head of Strategy, MPG (Deputy Convenor of Judges)
David Alterman, Partner, The Nursery Research and Planning
Rob Atkinson, UK Managing Director, Clear Channel
Christian Barnett, Planning Director, Coley Porter Bell
Jonah Bloom, CEO/Editor-in-Chief, Breaking Media
Dave Brennan, Research & Strategy Director, Thinkbox
Mike Campbell, UK Managing Director, Ninah Consulting
Louise Cook, Director, Holmes and Cook
Peter Cowie, Managing Partner, Oystercatchers
Dr Ali Goode, Cognitive Brand Psychologist, Duckfoot
David Iddiols, Senior Partner, HPI Research Group
Jeremy Martin, Managing Partner, Camall Research
Prof Malcolm McDonald, Chairman, Brand Finance
Geoff Payne, Senior Partner, Thinktank
Stuart Pocock, Managing Partner, Observatory International
Paul Twivy, Founder, Twivy Consultancy
Helen Weavers, Consultant, Real World Planning
Said Lord Burns, Chairman, Channel Four and Chairman of Judges: “It is the role of the judges to reward campaigns that have proved the commercial power of their ideas and demonstrated their marketing payback, which is no mean feat. I am therefore delighted to chair a collection of the finest industry minds who share a wealth of business acumen and experience.”
The 2010 IPA Effectiveness Awards are sponsored by Thinkbox , WARC (the official publishers of the effectiveness case histories), Clear Channel and Velti and are supported by Campaign.
For more information about how to access its 1400 case histories and to watch some of the 18 brand films go to www.ipaeffectivenessawards.co.uk or www.ipa.co.uk
Biographies
Client Judges
Lord Burns, Chairman, Channel 4
Terry Burns is Chairman of Channel Four Television Corporation, Chairman of Santander UK, and Glas Cymru (Welsh Water). He is also a Non-Executive Director of Banco Santander SA and Chairman of the Governing Board of the Royal Academy of Music. Terry began his career in 1965 at the London Business School, becoming Professor of Economics in 1979. In 1980, he was appointed Chief Economic Advisor to the Treasury and Head of the Government Economic Service. He became Permanent Secretary to the Treasury in 1991, being appointed a life peer after seven years in the post. He has also been Chairman of Marks & Spencer, and a Non-Executive Director of the Pearson Group, The British Land Company and Legal & General. His current professional roles include President of the Society of Business Economists, President of the National Institute of Economic and Social Research and Vice-President of the Royal Economic Society.
Philip Almond, Global Brand Director, Baileys
Philip became Global Brand Director of Baileys in October 2009. Previously he was Marketing Director of Diageo GB. Philip had worked for Diageo and its predecessor company, Grand Met, since 1994 and held a variety of marketing and commercial roles in the UK and the US - mostly in Drinks, but also including a stint as Marketing Director of Burger King UK. He started his career in advertising, at Ogilvy and Mather and then in marketing consultancy. Philip holds an MBA from London Business School and an MA in English Literature from Cambridge. He is Chairman of the Gin and Vodka Association, a council member of ISBA and a Fellow of the Marketing Society.
Gill Barr, Head of Marketing, UK and Ireland, MasterCard
Gill recently joined MasterCard as Head of Marketing for the UK and Ireland where she is responsible for consumer and business to business marketing. Her background has been in marketing and strategy with much of her career history focusing on the retail sector. She was previously the Marketing Director of John Lewis and has held senior positions within Woolworths, Superdrug, Wickes and KPMG, where she was a consultant in their retail practice. Since 2004 she has been a Non Executive Director of Morgan Sindall, the construction group whose activity ranges from social housing to civil engineering. Gill has a B.Sc in Psychology from the University of Aberdeen and an MBA from the London Business School.
Jude Bridge, Director of Marketing, Campaigns and Communications, Save the Children
Jude joined Save The Children as Director of Marketing, Campaigns and Communications in January 2010. After graduating from Oxford with a degree in Jurisprudence she joined Unilever as a marketing trainee and worked across a broad range of brands in both UK and international roles. She joined United Biscuits in 1995, where she was Marketing Director of the KP snacks business before taking up the role of International Brands Director. After 15 years on the client side she joined Publicis as a Board Account Director. In 2001 she joined Marks & Spencer, where, as Director of Marketing Communications she oversaw through-the-line development of the YOUR M&S campaign which was the catalyst for brand recovery and which was awarded the IPA Effectiveness Awards Grand Prix in 2006. Jude is also a trustee of the Prostate Cancer Charity and of Groundwork.
Tim Brooks, Marketing Director of Healthcare, GSK Consumer Healthcare UK
Tim manages GSK’s UK portfolio of over-the-counter (OTC) healthcare brands in categories as diverse as quitting smoking, weight management, colds and flu and pain. In 2009 he led the UK launch of the weight management brand, Alli, which became the largest ever OTC medicine launch. He entered the UK business from GSK’s global marketing division working on Panadol. Tim joined GSK ten years ago from The Distillery, a strategic consultancy specialising in brand strategy and innovation, and prior to that he was a board director at DIA, the packaging and design consultancy now owned by Havas. Outside work, Tim’s passion lies in writing, and he has just completed his first novel.
Martha Lane Fox, Non-Executive Director, Marks & Spencer, Channel 4 and Mydeco
Martha co-founded lastminute.com in 1998, Europe’s largest travel and leisure website. After selling the company in 2005, she then co-founded and now chairs Lucky Voice, which currently has five bars and a growing online application. In 2007 she launched Antigone.org.uk, a grant-giving foundation which supports charities involved with criminal justice, health, education and digital inclusion. Currently Martha is a non-executive director at Marks & Spencer, Channel 4 and Mydeco.com. In June 2009 she accepted the role of the government’s first Champion for Digital Inclusion which has lead to the Race Online 2012 campaign.
Nigel Gilbert, Former Group Marketing Director, Lloyds Banking Group
Until he resigned at the end of 2009, Nigel was Group Marketing Director of Lloyds Banking Group. He led the reinvigoration of the Lloyds TSB brand with a new customer proposition, “for the journey…” and secured the first official sponsorship of the London 2012 Olympic Games. He was also voted ‘Marketer of the Year’ by the Financial Services Forum. Following the takeover of HBOS in late 2008, Nigel’s responsibility expanded to include all brands within the Lloyds Banking Group, including Halifax, Bank of Scotland, Lloyds TSB, Scottish Widows, Birmingham Midshires and C&G. Before joining Lloyds TSB, Nigel enjoyed a career in advertising, working at companies including Lowe Worldwide where he was responsible for developing HSBC’s ‘The World’s Local Bank’ Campaign, and latterly as CEO of Lowe Asia Pacific, at Y&R Europe, where he ran the global communications work for Ericsson mobile phones, and at Dentsu, Y&R’s agency in Hong Kong.
Chris Jansen, Group Commercial Director, British Gas
Chris spent seven years at Procter & Gamble in a variety of sales and marketing roles across the UK and Europe. From 2000 until 2007, Chris worked at British Airways, where he was responsible for the introduction of World Traveller Plus and New Club World, and the successful relaunch of Concorde. Chris also ran the British Airways Executive Club, and following this was made Managing Director of Airmiles in 2004. In November 2007, Chris joined British Gas. Currently he is Group Commercial Director responsible for marketing, sales, pricing, strategy, online and hedging, as well as the Chairman of Dyno-Rod. Chris has been part of the team that has led the transformation of British Gas into a company growing both profits and customers numbers for the first time in seven years, they have also recently been recognised as one of the Sunday Times: Top 25 Best Big Companies to Work For.
John Petter, Managing Director, BT Retail Consumer
John joined BT in 2004 as Chief Operating Officer of the Consumer Division in BT Retail. He was responsible for the launch of BT Total Broadband and the Home Hub, as well as BT's response to the removal of price controls on Public Switched Telephone Network. In May 2008 John was promoted to Managing Director of the Consumer Division. Previously, John began as Head of Digital TV at Telewest in 2000, before being promoted to Marketing Director in 2001, and eventually overseeing a combined Marketing and Commercial function in 2003. John gained his experience in a variety of marketing roles at Proctor and Gamble in the years 1993-2000, covering a range of market sectors from UK health and beauty care, industrial cleaning in the B2B market, and global hair colourants.
Steven Sharp, Executive Director of Marketing, Marks & Spencer
Steven joined Marks & Spencer in May 2004 with his business partner of 20 years, Stuart Rose. Initially this was to defend a hostile takeover bid and then a subsequent turnaround, in both of which marketing played a pivotal role. He started his career with Bejam in 1978, progressing to the Argyll Group and became Marketing Director of Asda in 1987. He joined the Board of Debenhams in 1989 and later became Marketing Director of the Burton Group, Booker and Arcadia Group. Steven is a Fellow of the Chartered Institute of Marketing, The Marketing Society and The Royal Society of Arts, as well as a visiting Professor of Glasgow Caledonian University. He is a Non-Executive Director of Adnams and an elected member of the Tate Members' Council.
Industry Judges
David Golding, Founding Partner of Adam & Eve (Convenor of Judges)
David graduated with a first class degree in history from Bristol University, followed by a MBA at Cass Business School in 2002. He started his career at Bates UK as a graduate trainee in 1994, moving to WCRS in 1997. In 2004 David joined RKCR/Y&R as Head of Planning, helping steer the agency to being IPA Effectiveness Agency of the Year in 2004 and picking up the IPA Effectiveness Grand Prix in 2007 for M&S. Early in 2008 David co-founded Adam & Eve, a new communications agency which has gone on to count John Lewis, Foster's, Phones 4U and The Telegraph among its client list.
Marie Oldham, Chief Strategy Officer at MPG (Deputy Convenor of Judges)
Marie joined MPG in September 2000, where she is currently Chief Strategy Officer. She works mainly on The National Lottery and BBC, ensuring quality thinking that drives integrated communications planning for clients. During her 23 years in the business, her career has included agencies such as Wilson Hartnell, Brian Cronins, Adsell (all Dublin), FCB, and Leo Burnett, working with clients such as Cadbury, Daily Mail, Rimmel, Nickelodeon, United Airlines, Daily Star, McDonalds, United Biscuits, Paramount TV, Esure, Camelot and BBC. Marie has also worked at BBC Worldwide as Business Development Director.
David Alterman, Partner, The Nursery Research and Planning
After finishing a Maths Degree at Oxford, David started life in research as a graduate trainee at RSGB in 1983. His career path has included Audience Selection, ACNielsen in Auckland and Sydney, and a pan-Asian role for Nielsen developing their proprietary brand and communications tracking system. In 2002 he returned to London to run Hall & Partner’s quantitative research business. David joined The Nursery Research and Planning as a partner in 2007 and is building a quantitative business stream that uses the latest thinking in neuroscience to measure and understand the role of integrated brand communications. David has presented at the Measuring Advertising Performance Conference (MAP), been published in ADMAP and run Quantitative Research training for the IPA.
Rob Atkinson, UK Managing Director, Clear Channel Outdoor
Rob is Managing Director of Clear Channel Outdoor, where he is responsible for managing more than 700 employees in the UK. Since joining Clear Channel Outdoor in 2005 Rob has overseen the launch of its premium Pinnacle division and outdoor’s first mobile service Interact, as well as overseeing the expansion of digital outdoor into malls across the UK and promoting the industry as a whole through events such as the Outdoor Planning Awards and the Student Design Awards. Prior to Clear Channel Outdoor, Rob was Commercial Director of Ireland on Sunday, and Head of Trading, after being Sales Controller at the Mail on Sunday. Rob’s early career included Sales Manager for Nowpoint Publishing before joining Express Newspapers in 1989 to work in regional sales.
Christian Barnett, Planning Director, Coley Porter Bell
Christian has an undergraduate degree in Modern History from the University of London and a post graduate CPE in Law. After a variety of jobs, Christian worked as a qualitative researcher before discovering planning. He had the good fortune to learn the craft from Dave Trott (WTCS), Tim Broadbent (Y&R) and MT Rainey (RCKR/Y&R). Moving on to New York for five years, he worked first as Y&R’s Executive Director of Strategic for Global Client partners, then Executive Director of Strategic Planning for the Y&R owned integrated agency, Brand Buzz. In 2008 he returned to London, and is now the Planning Director of the brand design agency, Coley Porter Bell. Christian has won six Effies and a Design Effectiveness Award.
Jonah Bloom, CEO/Editor-in-Chief, Breaking Media
Jonah Bloom is the CEO and Editor-in-Chief of Breaking Media, a digital media company reaching one and a half million business people every month through four sites: AboveTheLaw.com, Dealbreaker.com, GoingConcern.com and Fashionista.com. Prior to Breaking Media, Jonah was the editor of Advertising Age, the world's leading source of news, views and data on marketing and media. In eight years running the content for Ad Age, Jonah oversaw a major broadening of its content and expansion in its reach from a couple of hundred thousand readers to over 850,000. Jonah was also the launch news editor and later editor-in-chief of PRWeek, the leading trade for the PR business. He has also been the magazine’s editor at British media title Press Gazette, and was a reporter on both Accountancy Age and PrintWeek in London. Jonah edited the HarperCollins book Top Companies in Marketing and Media, and has written for a number of publications including The Guardian and the Financial Times.
David Brennan, Research & Strategy Director, Thinkbox
David began a career in media research in 1980, joining Ulster TV as a Research Executive, moving to HTV, then Yorkshire-Tyne Tees as Research & Marketing Controller in 1984. He then became Controller of Audience Planning in 1993 at the ITV Network Centre, where he pioneered the use of media research in the areas of programming, scheduling and promotions. Two years later he joined Flextech Television as VP in Research, rising to SVP within Research and Channel Development. David then moved to Australia, where he headed research for The Seven Network, before setting up his own successful media consultancy business. He authored The State of the Digital Nation which looked at the future of Australia’s digital media industry. Returning to the UK at the beginning of 2006, David has since joined Thinkbox, where he works as Research and Strategy Director. He is a prolific writer on media matters and has appeared at numerous international conferences.
Mike Campbell, UK Managing Director, Ninah Consulting
Mike has worked in consulting for 20 years. He started his career at ACNielsen directing major FMCG accounts and focusing on their consumer panel consultancy. He then spent nine years at IRI, leading their UK and European Modelling and Category Management Teams, where he gained key experience of European retailing and brand management. Mike joined Ninah Consulting in 2003, rising to Managing Director in 2007. Here he has led the growth of Ninah through the delivery of first rate marketing mix and budget allocation projects with the Ninah team. His passion lies in developing profitable marketing investment solutions for his clients and developing a team to be industry leaders in this field.
Louise Cook, Director, Holmes and Cook
Louise has an M.Sc in Operational Research and a B.Soc.Sc in Mathematical Economics. She attended the LSE’s first Advanced Econometrics Summer School in 1995 and more recently the Time Series Analysis summer school at Queen Mary. In 1996 Louise was one of the founding partners of Holmes & Cook, specialists in econometric analysis and its use in evaluating communications and marketing activity. Prior to Holmes & Cook Louise worked at Beecham and Ogilvy and Mather, before joining BMP in 1986 to set up and run their econometrics department. Louise has a particular interest in all aspects of communication evaluation and has co-authored many winning IPA Effectiveness Awards case-histories including Grand Prixs for PG Tips, Tesco and O2. Louise has spoken about using econometrics for advertising evaluation in several countries and is highly regarded for her ability to communicate with non-technicians.
Peter Cowie, Managing Partner, Oystercatchers
Peter is a founding partner of Oystercatchers with Suki Thompson. He has 28 years experience working in advertising and marketing. Peter began his career in advertising as a trainee at Ogilvy, then spent seven years at CDP in its creative heyday and was head of account management at WCRS. He then went client-side and became a founding partner of Two-way TV, a revolutionary interactive TV service. After two years at Brunswick PR, he was then invited to join a dot.com start up team, Sharepeople.com, which was successfully sold to American Express. Peter spent the last five years with WPP-owned advertising agency, JWT, where he was head of new business. Following this, he became Managing Director of FITCHLive, a design business specializing in live events.
Dr Ali Goode, Cognitive Brand Psychologist, Duckfoot
Dr Goode spent 10 years as an academic psychologist researching the two-process mind in the areas of learning, memory and preference using different implicit / explicit research techniques. During this time he developed an interest in modelling advertising using implicit measures and completed a PhD investigating the relationship between implicit testing and advertising effectiveness. In 2002 he moved into the commercial world joining Duckfoot Research where he developed his theoretical work into practical tools for clients such as Virgin Trains, Kellogg’s, Heinz and Sky; work which has been acknowledged with three Market Research Society awards. He is now the director of Cogresearch, a company dedicated to the application of behavioural economics and implicit testing to commercial research problems.
David Iddiols, Senior Partner, HPI Research Group
David is a Senior Partner within HPI. He has particular experience in researching communications and integrated marketing issues and works for a mix of blue-chip clients. David is a renowned and respected speaker and author, and has made appearances on TV as well as on many conference platforms. For several years he ran the Market Research Society (MRS) specialist course on Advertising Research and has previously won the MRS Conference Best Paper Award for Research Effectiveness. Outside the world of research, David has set up Café Kick and Bar Kick in London, presides over Hanwell Town Football Club and, in 2004 he invented an award winning board game, which has sold over 50,000 units.
Jeremy Martin, Managing Partner, Camall Research
Jeremy started his career as a lecturer of English in Further Education. In 1984 he moved into qualitative research at the HPI. After four years, he formed his own company with Debbie Carne – Carne Martin. Carne Martin specialised in brand and communication research and grew steadily until it was bought by Creston plc in 2004. In that time Jeremy was instrumental in helping develop a range of successful advertising campaigns for clients like VW, Halifax, Vodafone, and the COI. In 2009 he left the Creston Group and founded Camall – a research agency that specialises in communication development.
Prof Malcolm McDonald, Chairman, Brand Finance
Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an honorary Doctorate from Bradford University. He is a Professor at five of the top UK postgraduate business Schools, and until recently was Professor of Marketing and Deputy Director at Cranfield School of Management with special responsibility for E-Business. Currently, he is Chairman of Brand Finance plc and spends much time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like in most countries in the world. Malcolm has written 43 books, including the best seller Marketing Plans; how to prepare them; how to use them and many of his papers have been published. His current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management.
Geoff Payne, Senior Partner, Thinktank
Geoff was one of the three qualitative researchers who founded HPI in 1978, alongside Ted Hudson and David Iddiols. In 2004, Geoff left HPI after completion of its sale to IPG, and launched Thinktank with Sabine Stork, a former HPI Partner, with a mission of bringing ‘wisdom and fresh thinking’ to the stagnant world of research. Thinktank majors in international qualitative brand and communications development with key clients including Nokia, Johnson & Johnson, GSK and Danone. Geoff has a history in strategic and creative development and has helped give birth to some great campaigns over the years, from iconic work on Virgin Atlantic and Orange to Cadbury Dairy Milk.
Stuart Pocock, Managing Partner, Observatory International
Stuart has worked for over ten years in Agency Management and Search & Selection consultancy. He started his career on the client-side with Goodyear Tyre and International Paints and entered the ad industry as a writer before moving into account handling and then planning. In 1982 he became co-founder of Wethey Scott Pocock after which, following a successful sale in 1988, he formed the integrated agency, Pocock & Co. Having sold that agency in the late 90s he joined David Wethey at Agency Assessments. In 2006 Stuart created The Observatory International, which now has offices in London, Edinburgh, Hamburg, Johannesburg, Singapore and JV offices in New York and L.A. Stuart lectures for ISBA on Motivating Agencies, Campaign Management, Agency Remuneration and Agency Selection and Alignment and is a regular industry platform speaker.
Paul Twivy, Founder, Twivy Consultancy
During his 29-year career, Paul has co-founded two seminal communications agencies - Still Price Court Twivy D’Souza and Circus Communications. He has run some of the largest and most successful advertising agencies in Europe including holding posts as Group Chief Executive of Bates Dorland and Chief Strategic Planning Officer, EMEA for McCann’s. Paul also helped to set up Marketing at the BBC. In addition to his independent consultancy work via Twivy Consultancy Ltd, Paul is currently Managing Partner of The Big Lunch, a movement he has lead for The Eden Project. He is also a Non-Executive Director of The Partners, WPP’s leading branding agency, and of Broadview, a leading video production company. Paul is also a Fellow of the Institute of Practitioners of Advertising, a Fast-Track Business Leader of The Marketing Society, a Trustee of Pilotlight and an Advisor to Comic Relief.
Helen Weavers, Consultant, Real World Planning
Helen has worked in the advertising and marketing world for 20 years, first as a strategic planner in agencies and now as an independent consultant working with agencies or directly with brand owners. She cut her planning teeth at BBH as their second ever graduate trainee planner, working with a variety of clients but particularly Levi’s across Europe. She then moved to Sydney for three years, working at Lintas and Young & Rubicam, before returning to London to work at Rainey Kelly Campbell Roalfe. When RKCR was purchased by Young & Rubicam she became a Planning Partner across a number of large clients, launching Virgin Mobile and running the Marks & Spencer account. In 2001 she moved to Miles Calcraft Briginshaw Duffy as Planning Director, where she led 10 successful pitches. She has worked independently since 2004 and relishes doing a wide variety of work, from business and brand strategy, to communications and website development, to research, training and facilitation.
Note to editors:
The IPA Effectiveness Awards were established in 1980 so that agencies and their clients could isolate the effect of marketing communications on the bottom line. Since then entries have covered a number of different effects including behavioural and the City. The Institute of Practitioners in Advertising (IPA) is the trade body and professional institute for UK advertising, media and marketing communications agencies. It was established in 1917 as a servicing body and to negotiate on behalf of its members with media bodies, government departments and unions. Its 274 corporate members handle over 80% of the UK’s advertising agency business which has an estimated value (excluding press and TV production) of £17.7 billion.
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