Our Authors
Samira Brophy
Senior Director, Ipsos
I am an experienced keynote speaker, panellist and commentator in the marketing effectiveness space. My bugbear is vanilla advertising and I've been working with clients on making MISFIT creative that gives their audiences a great experience for 20 odd years.
I lead Ipsos’ early-stage campaign development offer in the UK and have travelled widely in past global roles running brand and communication research programmes for our largest partnering clients.
I've had experience on both sides of the glass as my career began in radio, making ads and content for agencies, clients and stations. This makes me doubly empathetic to the process and craft of creativity while also being cognisant of blind spots when you are very close to the work.
Eleanor Thornton-Firkin
UK Head of Creative Excellence, Ipsos
Eleanor.Thornton-Firkin@ipsos.com
I’ve been obsessed with advertising ever since I saw the first Absolut bottle ads back in the late 80s. There was no mistaking the brand in those ads, the bottle was such an iconic presence - in other words I loved the power of distinctive assets before the phrase was even coined. Flash forwards a number of decades and the power of assets to signify the brand and reduce friction in story telling is a core part of my day to day. My passion as an advertising researcher is to find the intersection of insight and action, going beyond data to support and enable great creative.
Adam Sheridan
Global Head of Products, Creative Excellence, Ipsos
Adam.Sheridan@ipsos.com
Adam Sheridan is Global Head of Products at Creative Excellence at Ipsos, and author of the book MISFITS: How creativity in advertising sparks brand growth. He has worked in research for two decades, across movies, entertainment, brands and advertising and supports the world’s leading brands with the latest measurement and thinking to harness creativity in their advertising to grow sales and market share.
About Ipsos
In our world of rapid change, the need for reliable information to make confident decisions has never been greater.
At Ipsos we believe our clients need more than a data supplier, they need a partner who can produce accurate and relevant information and turn it into actionable truth.
This is why our passionately curious experts not only provide the most precise measurement, but shape it to provide a true understanding of society, markets and people.
To do this we use the best of science, technology and know-how and apply the principles of security, simplicity, speed and substance to everything we do.
So that our clients can act faster, smarter and bolder. Ultimately, success comes down to a simple truth: You act better when you are sure.
About Effie UK
Effie United Kingdom exists to lead, inspire and champion the progressive practice and practitioners of marketing effectiveness.
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry and recognise any and all forms of marketing that contribute to a brand's success. For over 50 years, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with over 55+ programs spanning 125+ markets, including the Global Effies, regional programs in Asia-Pacific, Africa/The Middle East, Europe and Latin America, and national Effie programs.
Rachel Emms
Managing Director, Effie UK rachel@effie.org
Rachel has over 25 years’ experience working across marketing, communications and market research – in both agency and client-side roles. During that time, she’s worked with brands and business in most industries in a career that’s spanned the Charity and Public Sector as well as the Commercial sector. Her role at Effie allows her to bring her diverse experiences together to champion the progressive practice and practitioners of marketing effectiveness across the industry.
