Welcome to The Effectiveness Partnership.
The smartest people, focussed on effectiveness.
Founding Partner
Founding Partner
Strategic Partner
Strategy Partner
Strategist
Strategist
Strategist
STRATEGIST
Consultant Strategist
FUTURIST
ADMINSTRATOR
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 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.
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.
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.
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.
Catherine Moustou has led Strategy & Planning for major global players and local jewels (Brands, Clients and Agencies), for over 30 years and across three continents, Europe, North America and Asia.
During this time, she benefited from working in widely diverse cultures, mature and developing markets, iconic brands across various industries and with some of the best creative and strategy departments in the world.
A scientist by training and humanist by choice, with a passion for bold and meaningful ideas, Catherine has led cross-functional strategy teams to develop strategies and nurture ideas embraced by people and awarded by Creative and Effectiveness juries.
Besides Strategy, Catherine loves Russian Literature, German Opera and Japanese Fashion.
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.
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…
Rachel has been a brand strategist for over 30 years, working in some of London’s most highly regarded agencies, including BMP DDB Needham, Publicis, Grey and VCCP. She has recently returned from a few years living and working in Australia, where her latest role was Chief Strategy Officer at Saatchi & Saatchi Australia.
She has written many award-winning papers at IPA, APG, Effie and Marketing Society awards. Under her tenure Saatchi & Saatchi was Australia’s 2025 Effies runner up agency of the year. In addition to being a regular award judge, she has written 3 Grand Prix winning award papers.
She loves a challenge, and this possibly explains taking up skydiving in her 40s, at one time being the UK’s only wingsuiting mother, and organiser of the - still standing - British Women’s wingsuit record.
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.