Welcome to The Effectiveness Partnership.

We are the world’s marketing effectiveness company.

Why TEP?

Culture.

Who we are.

We’re an industry-leading team of talents drawn from two worlds: The creative world of ideas, inspiration and possibility, and the logical world of analysis, data and reality.

Together, we’ve built a unique fusion of imagination and rigour, to help brand owners and their agencies become more effective.

Our philosophy

Our philosophy.

Effective creativity is one of the world’s most powerful generators of business value. But ineffective creativity is a liability businesses cannot afford. Founded on this truth, we’ve developed skills and methods to help clients harness creativity to value generation. We’ve done this by bringing together industry-leading experts from management, consulting, marketing, creative agencies and academia.

Our services.

Helping brand owners and their agencies maximise the value of their brand building activities through a comprehensive suite of services tailored to individual business needs.
Our capabilities.

Your global marketing effectiveness partner.

Your business is unique. We work with you to understand your commercial, cultural and marketing needs, to assemble the most effective package of services for you.

How we help.

Choose a service

We equip your people to build and sustain your success. In our upskilling programs we share the tips and techniques of decades of high-level success in the business of valuable creativity. From mastery of complex data to the writing secrets of professional authors, we can unlock and enhance the abilities of your people.

Effectiveness in Action Bundle Strategy in Action Bundle Storytelling in Action Bundle Capabilities in Action Bundle Quant Research Concept Generation Awards Module Attribution Modelling Business Cases 360° Brand Audit Narrative Technique KPI Mapping Up- to Downstream Strategy ROMI Analysis Strategic Flow-Of-Effects Marketing Analysis Facilitated Workshops Circular Economy Module Brand Tracking Proprietary Metrics Storytelling in Social Module Change Management Module Brand Clinics & Surgeries Storytelling in Content Module Effectiveness Transformation Selling Module Change Management Mentoring Innovations Strategy Payback Analysis Data Analysis Behavioural Economics Behavioural Economics Module Campaign Evaluation Innovations Module Creative Briefing Module Teamwork Module Strategic Mapping Ideation Brand Strategy Brand Experience Module Stories In & With Data Module Marketing Strategy Econometric Modelling Qual Research (On & Offline) Capabilities Planning Circular Economy Planning Bespoke Consulting Creative Strategy Brand Health Check Capabilities Audit Awards Submissions

We build our services around your business. With a comprehensive suite of consultancy tools and services, we are able to tailor the perfect fit of approach and expertise to meet your specific needs, to help you maximise your effectiveness by identifying and unlocking sources of value.

Effectiveness in Action Bundle Strategy in Action Bundle Storytelling in Action Bundle Capabilities in Action Bundle Quant Research Concept Generation Awards Module Attribution Modelling Business Cases 360° Brand Audit Narrative Technique KPI Mapping Up- to Downstream Strategy ROMI Analysis Strategic Flow-Of-Effects Marketing Analysis Facilitated Workshops Circular Economy Module Brand Tracking Proprietary Metrics Storytelling in Social Module Change Management Module Brand Clinics & Surgeries Storytelling in Content Module Effectiveness Transformation Selling Module Change Management Mentoring Innovations Strategy Payback Analysis Data Analysis Behavioural Economics Behavioural Economics Module Campaign Evaluation Innovations Module Creative Briefing Module Teamwork Module Strategic Mapping Ideation Brand Strategy Brand Experience Module Stories In & With Data Module Marketing Strategy Econometric Modelling Qual Research (On & Offline) Capabilities Planning Circular Economy Planning Bespoke Consulting Creative Strategy Brand Health Check Capabilities Audit Awards Submissions

Knowledge is power. We’ll help you attain it and use it well.Success follows those who know more than their rivals, and to those who understand more deeply what that knowledge means and what to do with it. We are international experts in the analysis and interpretation of data, and quantitative & qualitative research. Our skills are at your service.

Effectiveness in Action Bundle Strategy in Action Bundle Storytelling in Action Bundle Capabilities in Action Bundle Quant Research Concept Generation Awards Module Attribution Modelling Business Cases 360° Brand Audit Narrative Technique KPI Mapping Up- to Downstream Strategy ROMI Analysis Strategic Flow-Of-Effects Marketing Analysis Facilitated Workshops Circular Economy Module Brand Tracking Proprietary Metrics Storytelling in Social Module Change Management Module Brand Clinics & Surgeries Storytelling in Content Module Effectiveness Transformation Selling Module Change Management Mentoring Innovations Strategy Payback Analysis Data Analysis Behavioural Economics Behavioural Economics Module Campaign Evaluation Innovations Module Creative Briefing Module Teamwork Module Strategic Mapping Ideation Brand Strategy Brand Experience Module Stories In & With Data Module Marketing Strategy Econometric Modelling Qual Research (On & Offline) Capabilities Planning Circular Economy Planning Bespoke Consulting Creative Strategy Brand Health Check Capabilities Audit Awards Submissions

Facts and data matter. But to change minds and win support they need to add up to a powerful and persuasive story. We’re experts in professional storytelling and persuasion techniques. It’s made us the world’s leading awards and business case advisory service. We’re here to share our knowledge with you.

Effectiveness in Action Bundle Strategy in Action Bundle Storytelling in Action Bundle Capabilities in Action Bundle Quant Research Concept Generation Awards Module Attribution Modelling Business Cases 360° Brand Audit Narrative Technique KPI Mapping Up- to Downstream Strategy ROMI Analysis Strategic Flow-Of-Effects Marketing Analysis Facilitated Workshops Circular Economy Module Brand Tracking Proprietary Metrics Storytelling in Social Module Change Management Module Brand Clinics & Surgeries Storytelling in Content Module Effectiveness Transformation Selling Module Change Management Mentoring Innovations Strategy Payback Analysis Data Analysis Behavioural Economics Behavioural Economics Module Campaign Evaluation Innovations Module Creative Briefing Module Teamwork Module Strategic Mapping Ideation Brand Strategy Brand Experience Module Stories In & With Data Module Marketing Strategy Econometric Modelling Qual Research (On & Offline) Capabilities Planning Circular Economy Planning Bespoke Consulting Creative Strategy Brand Health Check Capabilities Audit Awards Submissions

Where we help.

Culture & Capability.   Insight & Strategy.  Activation.   Evaluation.

Culture & Capability.

Insight & Strategy.

Activation.

Evaluation.

Our people.

The smartest people, focussed on effectiveness.

Gurdeep Puri

Gurdeep Puri

Founding Partner

Janey Bullivant

Janey Bullivant

Founding Partner

Janey Bullivant

Mark Stockdale

Strategic Partner

Janet Marwick

Janet Markwick

Chairman

Chris Baker

Chris Baker

Strategist

Ali Bucknall

Ali Bucknall

Strategist

Warwick Cairns

Warwick Cairns

Strategist

Kevan Ansell

Sharon Powell

Strategist

Rebecca Moody

Giselle Okin

STRATEGIST

Rebecca Moody

Kris Flemington

STRATEGIST

Ken Dixon

Ken Dixon

Consultant

Tracey Follows

Tracey Follows

FUTURIST

Joseph Sealey


Joe Yasin

Consultant

Joseph Sealey


Joseph Sealey

ANALYST

Rachele Ellis


Rachele Ellis

ADMINSTRATOR

Fiona McAlpine


Fiona McAlpine

PERFORMANCE COACH

Some of our clients.

The smartest businesses, building value through effectiveness.
Google
Clients visa
Clients Facebook
Clients Heineken
Clients Cabinet Office
Clients British Heart Foundation
Client Dentus Aegis Network
Clients Downing Street
Clients Lufthansa
Clients Economist
Clients Abbott
Clients BBH
Client Grey
Clients MSQ
Clients Publicis
Clients McCann
Clients Publicis Sapient
Clients Ogilvy

Gurdeep Puri.

Gurdeep Puri

Gurdeep’s 25+ years’ experience brings together the technical and strategic aspects of Marketing. Before co-founding The Effectiveness Partnership in 2008, he worked as Head of Effectiveness at Leo Burnett across the agency’s accounts. Since co-founding TEP, he has enabled TEP’s clients win over 200 Effectiveness awards globally (including Grand Prix at Cannes, the Euro Effies, and Double Golds at the IPAs). He has personally won six IPA Effectiveness Awards and 13 European Effectiveness Awards, including three Golds.

Gurdeep has helped upskill Strategy, Account Management and Creative Teams globally across agency networks, globally as well as help client-side Marketers. Over the last few years he has been involved in helping Marketers directly, via TEP’s Strategic Consultancy offering.

He is a former member of the IPA Value of Advertising Group and IPA ROMI committee. He has run workshops on behalf the IPA, Cannes Lions, the APG and the EACA on Effectiveness Strategy and Econometrics. Gurdeep was part of the pioneering IPA Data Bank analytics group and directed the IPA Industry Effectiveness research project.

He has judged Effectiveness awards globally, including the IPA and Global and European Effies. Gurdeep speaks on the topics of communications effectiveness, and has represented the UK and European communications industry at conferences globally and in its dialogue with the financial markets. He was made an Honorary Fellow of the Institute of Practitioners in Advertising in 2013 and a Cannes Creative Effectiveness Master in 2015. He graduated with a BSc (Hons) in Statistics and has an MSc in Financial Econometrics.

Janey Bullivant.

Janey Bullivant

Janey co-founded the Effectiveness Partnership in 2008. Prior to this, she was a Board Planning Director at Leo Burnett, working across the agency’s accounts. Since co-founding TEP Janey has helped on a variety of brands, including Heineken, ITV, Walgreen Boots, P&G, Dove, BHF, Bacardi, IKEA, and Unilever.

She has enabled her clients to demonstrate effectiveness on their brand’s marcomms at a commercial level and has helped them win an unprecedented number of effectiveness awards globally, including several Grand Prix and Golds at Cannes Lions, IPAs and the Effies. She has served thrice as a Juror on the IPA Effectiveness awards and speaks internationally on Strategic Effectiveness and Brand Strategy. Janey has helped upskill countless Planners and agency brand teams globally across creative agency networks including Ogilvy, JWT, Publicis, Mother, Leo Burnett, Sapient, Saatchi & Saatchi, We Are Social and McCann.

Janey began her career on the marketing side at Unilever, as a Brand Manager.
She graduated with a BA (Hons) in Modern History from Oxford University and has an MSc in International Relations from the London School of Economics.

Mark Stockdale.

Mark Stockdale

Having started life as a professional musician, Mark switched to study Economics & Statistics followed by a Masters in Marketing Science. He trained as a Planner at J. Walter Thompson (which was dubbed by Campaign as ‘the university of Planning’), before moving to Leagas Delaney (at the time, the most creatively awarded agency in the world). He then became the Executive Planning Director of Leo Burnett (London), moving on to become the Joint Global Head of Planning.

Since leaving the agency world, Mark has worked in a variety of consultancy roles, including alongside Bain, where he was their retained brand strategist. He has worked across almost every imaginable sector globally, B2C, B2B, social, government, etc, on some of the world’s biggest brands, and has earned a reputation for being one of the few Planners genuinely able to swim all the way upstream and down with equal skill.

Mark was the planner behind a huge number of award winning campaigns, and has himself won numerous Effectiveness and Strategy awards (IPA Effectiveness, Cannes Lions, Effies, APG, DMA and DBA), and has been a judge many times for the IPA, APG and Effies in the UK and abroad. He was a founding member of the IPA Value of Advertising Group and former member of the APG National Committee, where he had responsibility for industry training. He has also spoken on a wide range of planning issues around the world, published various articles and contributed to a number of marketing text books.

Mark now leads our Consultancy offering, having most recently directed strategic projects for Google, Facebook, Abbot Labs and Lufthansa.

Janet Markwick.

Janet Marwick

Janet Markwick works with leaders and their teams to build truly innovative, successful commercial solutions, utterly focused on what matters most... turning business strategic objectives into profitable growth. She has held senior financial, marketing, logistics and commercial roles at Coca-Cola and Sony, where she was Director of Marketing Communications Investment across EMEA, responsible for a $700m annual budget and leading a team of 74 marketeers and procurement specialists. Janet joined Grey London as CFO, becoming Chief Commercial Officer across Grey EMEA in 2012. Janet’s leadership was instrumental in driving 9 successive years of double-digit profitable growth at Grey.

Janet will help develop Implementation plans with you to embed margin growth business transformation programs across agencies. She will work with you to develop similar programs with your key clients to improve the way you and your clients work together. These programs will include how you capture, measure and report value internally and externally with clients. She will help you build a structured program to embed effectiveness into the way you work, day by day as an organization to establish long term commercially and creatively successful strategic partnerships.

Janet has a true generosity of spirit that nourishes talent. She drives a powerful agenda to broaden commercial understanding across agency business, by empowering people to play bigger roles and introducing new ways to measure ROMI. In doing this, Janet has driven and enabled both the creativity and commercial performance of agency and client business grow

In 2015 Janet was awarded an IPA Fellowship in recognition of her game-changing work and support for the advertising industry.

Chris Baker.

Chris Baker

Chris has over 40 year’s experience working with brands and communications. With degrees in Physics and Economics, he started his career in market research at BMRB, before moving to Saatchi & Saatchi in 1981, becoming Deputy Head of Planning in 1988. He was a founder member of Bainsfair Sharkey Trott (BST.BDDP) in 1990, where he was Planning Director. Subsequent mergers in 1997 and 1998 took him to senior planning roles at GGT.BDDP, then TBWA as Director of Strategic Consultancy.

His experience is broad, covering hundreds of brands across most sectors, consumer packaged goods, automotive, public sector, charities, and beyond. In recent years much of his work has involved the translation of traditional planning disciplines to brands in the digital world. Chris has been involved with the IPA Effectiveness Awards since their early days. He helped pioneer thinking on the ‘longer and broader’ effects of advertising, and has written, judged and mentored on hundreds of effectiveness awards papers.

He judged the IPA Effectiveness Awards in 1990, 1992 and 1994 and, as twice Convenor of Judges, was editor of ‘Advertising Works’ 7 & 8. He has won several IPA Effectiveness Awards over the years, He maintains an ongoing involvement with the IPA Effectiveness Awards as a mentor for entrants. Chris is a Fellow of the IPA, was a Full Member of the Market Research Society for 35 years. He was one of the first inductees to the IPA Effectiveness Hall of Fame.

Ali Bucknall.

Ali Bucknall

Ali has extensive experience working with and for advertising agencies, design and innovation agencies and marketing teams – both big and small, local and international. Her agency experience includes CDP, WCRS, D’Arcy, Leo Burnett and Elvis – the latter two as Executive Head of Planning, working across business sectors, with some of the world’s most famous brands including P&G (global responsibility for Always), Orange (development & launch of the brand), McDonald’s, Fiat and the UK Government (NHS and Police, Crime and Benefit fraud prevention) to name but a few.

Since leaving the world of advertising agencies, she’s helped a wide variety of businesses and sectors to hone and sharpen their marketing, targeting and communications for companies and brands such as Specsavers, Blinkbox, Nestle, The Workroom, Bacardi, President and a group of Independent schools.

She’s won several APG awards and has enabled TEP’s clients to win numerous effectiveness and Strategy awards. She personally has won several awards, including co-authoring a double IPA Gold in 2014. She has been an IPA Effectiveness Judge, both a first and second stage judge for the European Effectiveness Awards, and was the International Judge at the 2015 New Zealand Effies where she gave the keynote address.

Ali is an official IPA Effectiveness mentor, she has facilitated and run training courses on Strategy and Effectiveness for numerous TEP’s clients over the years including the IPA, APG, agency networks and coached individuals and companies in all major effectiveness and strategy awards. She is an accomplished speaker and a long-standing member of WACL

Warwick Cairns.

Warwick Cairns

Over the course of more than 30 years as a brand and advertising strategist, Warwick has been a board director at a range of top London communications agencies, including Saatchi & Saatchi and Abbott Mead Vickers.BBDO Ltd. He was also Head of Strategy at brand consultancy Brandhouse and senior strategist at design company Lewis Moberly.

With a flourishing ‘second career’ as a professional author, Warwick’s books have been published around the world by leading publishing houses including PanMacmillan, HarperCollins, BBC Audiobooks Baste Lubbe Frankfurt and St. Martin’s Griffin New York. Though specialising in nonfiction, he won the Historical Novel Society’s New Novel Award in 2018.

Combining his writing and strategic skills, Warwick has won numerous APG, DBA, Marketing Society and IPA Effectiveness Awards, both in his own right and as a consultant. He teaches storytelling and behavioural economics to individuals and groups through The Effectiveness Partnership’s Strategic Storytelling, Science of Selling and Award Writing courses.

Sharon Powell.

Ali Bucknall

Sharon has over 25 years of experience in marketing and a career that has seen the industry from every angle. She started her career as a marketer at P&G but eventually the lure of advertising, with its capacity to transform creativity into business results, was too much to resist and she joined the planning team at Leo Burnett. Over the years she built a wealth of strategic experience, also working at MCBD; as well as integrated agencies Elvis and Saatchi & Saatchi X; and branding agencies Lewis Moberly and Identica. Ultimately, it was a fascination with how people think and make decisions that led to another sideways shift when she joined insight and innovation agency C Space.

More recently Sharon founded her own insight and strategy consultancy, Unpicked, where she works directly with clients and specialises in qualitative research, brand and marketing strategy, co-creation, and workshop facilitation.

Sharon has won multiple effectiveness awards including APG, Effie and DBA awards and has worked with a myriad of brands such as Heinz, McDonald’s, Kellogg’s, P&O Cruises, The Body Shop, Nestle, and Philips, Coty, Three, innocent and H&M.

She also cares deeply about helping individuals become more effective and has a professional coaching qualification from the AOEC. She coaches individuals and has designed and run workshops to help line managers build their own coaching skills to create more motivated and effective teams.

Giselle Okin.

Chris Baker

Giselle spent more than 20 years as a brand and communications strategist across some of the best agencies in London from Y&R and WCRS to BBH, Chiat Day and HHCL. During that time, she picked up numerous effectiveness awards, including IPA Effectiveness Gold, Silver and Bronze as well as several Marketing Society Awards. She has advised and ghost written many more. More recently she founded Opinionated Thinking and works with both agencies and with clients directly, specialising in brand and communications strategy & development, qualitative research, facilitation and training. Since going it alone, she has worked with Boots, Weetabix, Sky, House of Fraser & Vodafone Enterprise, Wonderbly & Neilson Holidays amongst many others across both the consumer and B2B sectors. She still very much enjoys working with agencies as she doesn’t like to stray too far from the creative development process.

Kris Flemington.

Ali Bucknall

Kris is a strategist & consultant with over 20years experience in building brands and driving commercial impact through creative comms.  He’s worked in, trained and helped lead the strategy teams at some of the best known creative agencies including Ogilvy, VCCP, JWT and Crispin Porter & Bogusky, and partnered CMOs and marketing teams on some iconic brands including O2, British Airways, Nestle, Paypal, Expedia, Aston Martin, Canon, BT and HSBC both locally and globally.

Kris’ has built experience in every part of strategy ranging from upstream marketing and business strategy, to brand Strategy, customer experience,  as well as qual and quant research and data & analytics.

Kris is in his element helping clients wrestle their problems, setting and measuring effective marketing strategy, but he also partners clients on much more than communications and has recently been involved in managing strikes, pandemic response and build back strategy, as well as product development – it only works when it all works…

Ken Dixon.

Ken Dixon

Ken has over 20 years’ experience in brand development, brand architecture, communication and strategy. He has worked in agencies in London, Hong Kong and Edinburgh; ranging from boutique management consultancies such as Circus, creative ‘hot-shops’ St Luke’s and HHCL, to multi-nationals inc. Ogilvy and Leo Burnett.

After a short spell at The Leith Agency in Edinburgh Ken co-founded Newhaven securing ABinBev as founding client. He subsequently led successful brand pitches for Iberdrola, HBOS and The Scottish Government which led to a host of awards for creativity and effectiveness and enduring client relationships. Most recently he has been strategy lead for Zero Waste Scotland's Digital engagement and brand campaigns. He has facilitated workshops on The Circular Economy, Design Effectiveness, Brand Purpose for both Public and Private sector organisations inc. ABInBev, The Essex Partnership, Natura, The Scottish Government and Iberdrola.

Whilst working on NPD projects for Diageo his ability to switch between rational and emotional in a blink of an eye gave him the moniker 'the man with a liquid brain' His engaging but unflinching style has helped brands discover and collectively address their uncomfortable truths to optimise their strategic potential.

Tracey Follows
.

Tracey Follows

Tracey Follows is a professional futurist and works with clients on long-term strategies for future growth. Her clients have included Telefonica, Google, Sky, Farfetch, Conde Nast and Virgin. She consults, writes and speaks on strategic foresight and futures, and appeared in a list of the top 50 female futurists around the world in Forbes.

She has spoken at UN HQ in New York, delivered her TedX at the UK Foreign & Commonwealth Office and closed at events such as Think With Google. She has appeared on BBC Business Matters, and has been a go-to futurist for many national press titles. She writes her own contributor column in Forbes.

She spent over two decades in marketing as a client including as International Advertising Manager at T-Mobile and Head of Consumer Marketing Communications at BT. She held senior strategic positions agency side including as Head of Planning at VCCP and Chief Strategy Office at JWT, and she held the position of Chair of APG Account Planning Group in the UK, 2013-2015.

She was an Adage 'Woman to Watch' 2017, awarded the Women in Marketing Award for Outstanding Contribution to Marketing 2016, and was Inaugural Creative Strategy Jury President at Cannes Lions 2019. In 2018, she was listed by Business Cloud as a Trailblazing Woman in Tech.

She is a member of the Association of Professional Futurists, World Futures Studies Federation and a Fellow of the RSA.

Joe Yasin.

Ali Bucknall

Joe is an expert analytics consultant and has worked for major organisations in Europe and the US and has extensive experience in optimising marketing, price and tax structures to maximise profits.

He has been a main board director of top 20 advertising agencies. He was educated in Natural Science at Oxford and has qualifications in economics and statistics. He has been quantitative judge for the IPA Advertising awards 3 times, and been a visiting lecturer at the Judge Business School in Cambridge.

Joseph Sealey.

Joseph Sealey


Joseph comes from an engineering background with a Master's in Mechanical Engineering from UCL. Whilst at University Joseph also found time to create and run two successful start ups before moving into Finance where he worked in the Debt Capital Markets Syndicate desk at the Bank of America before moving to a London based rates options trading firm. During his time in finance, Joseph has honed his knowledge and understanding of financial markets, numbers and data analysis.

Joseph has worked with The Effectiveness Partnership for almost two years providing analytical and numerical skills and support on many TEP projects. His finance background means he is able to provide creative and innovative solutions to data analysis in order to translate huge amounts of data into something that is easily understandable and readable.

Rachele Ellis.

Rachele Ellis


Fiona McAlpine.

Fiona McAlpine


25 years’ experience in theatre and communications as an actress, theatre director, radio producer, presentation and communications skills trainer. She believes that everyone is capable of improving their presentation skills through confidence building and theatre techniques.

She has extensive experience helping individuals improve their performance skills in companies such as Adam & Eve DBB, BBC, Bezier, Brothers & Sisters, Grey London, HSBC, JWT, Jack Morton, Joshua, Leo Burnett, May Gurney, Ogilvy & Mather, PepsiCo, Premier Foods, Sainsbury’s and WCRS.

Fiona’s strength lies in bringing out the performer in everyone, improving on each individual’s strengths and finding ways of eradicating or minimising habits. She can help even the most inarticulate and shy deliver more impressive presentations, speak more clearly, and increase their stature and self-confidence.

Award-winning work as a director, producer and actress. Fiona has directed and produced many dramas for BBC Radio 4.
As a Radio Drama producer she has directed many well-known actors including Mark Strong, David Tennant, Stephen Fry, Ashley Jensen, Jessica Raine and Stephen Mangan.
In 2004, she produced six short films for the UK Film Council Digital Shorts scheme – of which one, ‘Billy’s Day Out’ went on to win the Best British Short Film at the Edinburgh Film Festival, and is still shown at film festivals globally.

As an actress, Fiona has toured Nationally and Internationally, and appeared on television and film – most notably in ‘EastEnders’, ‘Shoestring’, ‘Tenko’ and ‘Blake Seven’.