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Effectiveness Hall of Fame - Lorna Hawtin

The IPA Effectiveness Hall of Fame honours Lorna Hawtin, Disruption Director TBWA\Manchester, for her contribution as Convenor of Judges in the 2014 IPA Effectiveness Awards, and editor of "Advertising Works 22" to be published in the spring of 2015.

Q: Describe the high points and low points of your career in the communications industry to date?

High points have included winning IPA awards as a youngster, latterly winning the Sir John Hegarty Scholarship to the Berlin School of Creative leadership and being awarded the top thesis prize, plus of course successfully creating a really sticky culture at TBWA\Manchester.

Low points would be when you get the 'computer says no' call after a pitch. It never gets any easier - nor should it I suppose.

Q: Who has had the biggest influence on your communications thinking and practice - and why?

John Grant; because he managed to articulate a way of thinking about brands that still makes sense. Steve Peters; because brain science helps explain so much which is otherwise unfathomable.

Q: What knowledge or skill do you have today that you wish you had possessed when you started out?

The ability to say no.

Q: What is the single, most important change you have seen in the industry since you started? Has it been a change for the better or worse?

The UK communications industry used to be a lighthouse for the creative industries and was a first port of call for the best talent. Now we're up against it on all sides, and need to be more confident and much clearer about what a career in our industry can offer the sharpest creative minds out there.


Lorna Hawtin began her career at with BDH Advertising in 1996 as a Graduate Trainee, rising through the ranks she now heads up the 8 strong planning team at TBWA\Manchester as Disruption Director, working across a broad spectrum of clients encompassing brand, government, and retail.

She joined the Value of Advertising Group in 2008 and has authored over 10 winning IPA Effectiveness papers over the years, including a Gold for Imperial Leather.

She spends her time between Manchester and the Peak District, where she enjoys developing her shepherding skills.

Last updated 14/11/2014

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