Welcome to The Effectiveness Partnership.

Our Clients.

What they say.


“The Effectiveness Partnership helped to bring true alignment to our brand & comms strategies across global markets and across channel teams.

They provided high quality input in a very collaborative way that empowered our people, and helped to focus attention on a number of practical issues, such as global tracking needs. Their team is impressively expert and experienced, and their advice objective and constructive.”

Anuraag Trikha, Global Marketing Communications Director, Heineken.


“Over the last few years TEP has worked with our global and local country marketing teams, helping them to introduce even greater strategic rigour into our planning processes, and shaping a more strategically driven approach to campaign evaluation.

The TEP team has challenged constructively where necessary, and been quick to support breakthroughs and energise our progresses. Always focused on positive collaboration, the expertise and experience they bring has added tremendous value to our thinking…”

Alexander Schlaubitz, Vice President Marketing, Lufthansa AG.


The Effectiveness Partnership have helped us put a framework in place when it comes to evaluation right across Grey EMEA [Effectiveness In Action]. This focus on evaluating the results helped our planners take a more commercial approach right at the start of the comms process. 

They have worked with us on British Heart Foundation, where we had very little data to work with and some really creative approaches to evaluation and benchmarking were required. 

They also worked with us on GSK, where we’ve been exploring brands with decades of data across multiple countries…”

Lucy Jameson, Chief Strategy Officer, Grey London.


“I have applied all the techniques I was given on an important presentation the very next day after The Effectiveness Partnership’s Strategic Storytelling course.

I felt confident enough to re-write my presentation with the new structure and the feedback I got from clients was very positive.

This course was an excellent way of acquiring new methodologies and tools I was craving for on my profession. The Effectiveness Partnership’s Storytelling course is definitely a good investment!”

Joana Veiga, Digital Strategy Director, MRM.

Ogilvy Worldwide..

“Their training courses add value and are fun, and their comments on IPA Effectiveness Awards entries have been hugely insightful. They bring a real-world business perspective to analysis and they have a gift for explaining complex issues in simple language.”

Tim Broadbent, Global Strategy Director, Ogilvy Worldwide.


“Effectiveness is not normally considered the most exciting part of the advertising process, but The Effectiveness Partnership make it clear, they make it simple, and even pull off the remarkable feat of making it fun!”

Laurence Horner, Chief Strategist, Mother.

SCA Hygiene..

“As a business we have only recently committed to making the effects of marketing more measurable. The Effectiveness Partnership have been an excellent partner in this process as they have been able to deliver good quality analysis at a competitive price. After the initial debrief I have been impressed by their ability to turn around subsequent work with tight deadlines as well as by their commitment to supporting our developing understanding of economics.”

Neil Blackburne, Consumer Insight Manager, SCA Hygiene Products UK Ltd.

Northern Foods..

“I found working with the team at the Effectiveness Partnership to be both stimulating and challenging. Stimulating in terms of the breadth and depth of thinking they brought to the project, and challenging in terms of the way that their up-front interrogation made us really think about, and re-frame the questions we were trying to answer. 

Ultimately their input and recommendations helped us develop an annual brand plan which improved returns-on-investment for the business…”

Claire Parlour, Group Consumer Innovation Director, Northern Foods.

Wieden + Kennedy.

“They bring a mountain of experience, clear sightedness, rigour, and tough questions. A voice of reason and inspiration, they’re nice, smart, relentless people who most definitely add enormous value.”

Martin Weigel, Chief Strategy Officer, Wieden + Kennedy, Amsterdam.


For agency pitches, our board-level strategists are always happy to work with your team to develop a pitch plan, a TEPmap and/or a corresponding measurement plan, as required.

Y&R Group ANZ.

“The Effectiveness Partnership led Workshops not only honed our approach to measuring the effectiveness of our work, but gave us a common language across the agency group and empowered the teams to make stronger demonstrations of the commercial impact of our creativity.  The follow-up Surgeries were critical to applying theory to live client business while everything was fresh – they allowed us to very time efficiently identify opportunities and establish targets for future growth plans.  An essential course for the agency looking not just to improve the quality of their Award entries, but better embed effectiveness measurement across their day-to-day work.”

Jason Buckley, CEO, Y&R Group ANZ.


“Effectiveness has always been the lifeblood of JWT. Working with Gurdeep and Janey has been invaluable in ensuring it remains so. The Immersion Day they held for the whole planning department was both inspiring and practical.

The guidance they provided was clear and concise. The case studies they drew from were relevant and extensive in breadth and depth. As I write, both Gurdeep and Janey and their team are working with our department to prepare this year’s IPA submissions.

Their contribution is proving to be of great value in all cases to JWT.”

Tony Quinn, Former Head of Planning, JWT London.


“The Effectiveness Partnership are the real deal – experts who understand both how communication work and how to build compelling proof.

Instilling an effectiveness culture into the DNA of an agency is a mammoth, daunting task if undertaken on your own. But with the Effectiveness Partnership, you’re not on your own – they’re alongside you every step of the way, maintaining the impetus, offering sagely advice and technical help. As their name suggests, they’re money very well spent.”

Andy Lear, Former Head of Planning, Publicis London.


“The Effectiveness Partnership took a very complicated and challenging brief and steered us through a great process to a powerful solution.

Their team brought deep expertise and superb facilitation skills, to make the experience as enjoyable as it was insightful. They worked with us all the way from developing our thinking and hypotheses, right through to running a 10 country Quant survey analysing 162 brands. The results have been outstanding…”  

Michael Chadwick, Head Of Planning (AsiaPac), Dentsu Aegis.


“The Effectiveness Partnership helped us reignite the effectiveness culture in Ogilvy Chicago by leading [Effectiveness In Action] workshops that put commercial impact right at the heart of marketing communications development. 

The workshops made the complex issue of effectiveness simple, concrete and even fun and gave us a common language across the agency for discussing the commercial impact of our creativity…”

Antonis Kocheilas, MD & Head of Planning, Ogilvy Chicago.

Publicis Groupe.

“Over 5 days [Effectiveness In Action & Effectiveness Surgeries] the TEP team successfully infected the whole agency with the skills to be practitioners of effectiveness.  

They upskilled our people’s ability to help our clients articulate their strategies and cascade that thinking to shape marketing, communications and ecosystems. 

The impact of The Effectiveness Partnership was immediate in terms of how teams engaged clients, discussed businesses and mapped out plans for creativity in all its forms…”

Brent Nelsen, Chief Strategy Officer, Publicis Groupe NA.

Publicis Communications.

“Working with the Effectiveness Partnership across the MENA region and across all Publicis Agencies, has been instrumental in helping us embed a culture of effectiveness across the board. The [Strategy In Action & Effectiveness In Action] workshops, followed by hands-on Effectiveness Surgeries, was the perfect combination to anchor learning and practice in a short period of time. 

The tools provided by the Effectiveness Partnership not only helped us build and demonstrate value on our current businesses, but are proving to be instrumental in new conversations that we are engaging in. 

Starting every client conversation with “What is your commercial and marketing objectives?” is setting the right tone in today’s tough economic environment and earning us respect…”

Karl Salibi, Exec Head of Strategy, Publicis Communications MEA.


“The workshops led by The Effectiveness Partnership was a key step in our efforts to become a data-driven marketing function that is about driving tangible outcomes.

What worked great is that the TEP team can both speak at a very high strategy level, delving into complex concepts and theories, but also bring things down to practical, actionable tools that the team could use right away. Our people walked away with a new, common terminology and a new way of looking at the value of our marketing campaigns…” 

Adrian Farina, SVP Marketing (Europe).

Publicis Sapient.

Our brief: build a proprietary brand Index on the Value of Experience.

 “The team at Effectiveness Partnership helped us deliver fresh thinking on how brand experience works. They brought a wealth of experience and a willingness to question our collective assumptions and preconceptions. They interrogated the available data to develop hypotheses. They created simple models which were validated in Quantitative research. They are collaborative and open but always willing to challenge. The final output was an outstanding thought leadership piece with actionable recommendations for brands on the Value of Experience…”

Neil Dawson, EMEA Chief Strategy Officer, Publicis Sapient.