IPA appoints new effectiveness chair
Holmes-Smith will co-ordinate client and industry advisors on the IPA effectiveness leadership group to shape the overall direction of the effectiveness programme.
The role will include commissioning new industry learning and research into marketing effectiveness best practice.
The IPA’s effectiveness pillar aims to encourage the growth of marketing effectiveness by improving decision-making, collaboration and working practices in the advertising and marketing industries.
Holmes-Smith joined Lucky Generals in 2017 and has led the agency since 2023.
IPA director of effectiveness Laurence Green said: “I am delighted that Cressida has agreed to be the new chair of the IPA Effectiveness Leadership Group. She leads an agency that understands effectiveness in the round, as ‘work that works’ – as exemplified by Lucky Generals’ outstanding record at the IPA Effectiveness Awards, including a Gold Award for Yorkshire Tea last year.”
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