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.