The Institute of Practitioners in Advertising (IPA) has today (30 May) appointed Laurence Green as its new director of effectiveness, taking up his post from 4 July.
A creative strategist turned business director and agency founder with 30 years’ industry experience, Green has developed and sold two creative agencies to Publicis and the IPA respectively, whilst also serving as a trustee at Somerset House and chair of the British Independent Film Awards.
Green has also worked as an independent adviser to a range of agencies, brand owners and media owners on various areas from strategy and storytelling to growth and exit.
Having won numerous awards for effectiveness over the past 20 years, Green will now be tasked with leading the organisation’s ‘Effectiveness Pillar’ and managing the IPA’s Effectiveness Leadership Group which is made up of clients, agencies, sponsors and partners, and external relationships with global partners and allies.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“As the tough economic climate continues, with companies’ purse strings ever tightened, being able to demonstrate marketing effectiveness as the engine of business success is more vital than ever,” IPA director general, Paul Bainsfair said.
“This is why we are delighted to welcome Laurence, with his extensive hands-on effectiveness and industry experience, to the IPA to continue to equip our industry with the knowledge, research and tools to prove and fuel the power of marketing communications in driving business growth.”
His role will also include leading new effectiveness research and development content for the IPA’s Effectiveness Databank team and projects alongside the IPA’s Effectiveness Accreditation team and process.
Green added: “As a long-time beneficiary and admirer of the IPA’s industry-leading practice, I’m looking forward to driving an effectiveness agenda that helps to inspire and not just celebrate work that works.”
