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Awards Advisory Service Mentor - Gurdeep Puri

To help authors shape their entries for the IPA Effectiveness Awards, the IPA has created an Awards Advisory Service which pairs agencies with mentors who are all experienced former judges and authors.

This page profiles Gurdeep Puri, a former judge and a co-author of multiple award-winning papers.


Gurdeep Puri, Co-Founder, The Effectiveness Partnership

Gurdeep is a co-founder of The Effectiveness Partnership, A strategic consultancy that specialises in helping agencies and client-side prove and improve the value of their Marketing efforts.

Before starting up The Effectiveness Partnership, Gurdeep worked at Leo Burnett, where he was Head of Effectiveness, where one of his primary responsibilities was to help embed effectiveness into the culture of the agency. He has worked across Leo Burnett’s businesses including Kellogg’s, Procter & Gamble, McDonald’s, Fiat, Heinz, Morgan Stanley, John West, Holiday Inn, Nintendo, Barclays and the Central Office of Information.

Gurdeep has personally won five IPA Effectiveness Awards (including double Gold in 2006), and 11 European Effectiveness Awards, including three Golds.  The Effectiveness Partnership has helped its clients win over 60 effectiveness awards globally. Since starting The Effectiveness Partnership, He has helped train Account Management and Strategists globally across agency networks.

He has worked with industry pioneers such as the late Dr. Simon Broadbent (Founder of modern day Effectiveness thinking), and Gurdeep is a former member of the IPA Value of Advertising Group and IPA ROMI committee. He also runs workshops at the IPA, APG and the EACA on Effectiveness Strategy and Econometrics. Gurdeep was part of the pioneering IPA Data Bank analytics group and also involved in leading the IPA VAG Industry effectiveness research projects. He has judged Effectiveness awards globally including the IPA and Global and European Effies.

Gurdeep speaks internationally on the topics of communications effectiveness and has represented the UK and European industry at conferences globally and with its dialog with the financial markets. He was a key speaker at the 2011 AME awards festival in Shanghai. Gurdeep was made an Honorary Fellow of the Institute of Practitioners in Advertising in 2013 and a Cannes Creative Effectiveness Master in 2015.

He is a qualified Econometrician and previous to his career in Advertising, Gurdeep worked in research and the financial markets.

Last updated 22/10/2015

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