Tony is a Partner at Work Research, a B2B consultancy focused on the UK’s media industry, with clients from media owners to trade bodies and joint industry currencies.

He is a veteran strategic planner with experience in media and creative agencies – championing media insight for creative development and pioneering qualitative research in media planning; working on a wide variety of brands across small independent ad agencies and the biggest holding company media agencies.

Throughout his career he’s been heavily involved with the IPA, as founding editor of the IPA’s Excellence Diploma, a judge of and mentor for the Effectiveness Awards, later becoming an IPA Fellow. As a consultant he has advised on IPA Touchpoints and now the marketing of the JICs.

He’s married with two grown-up daughters and a side-hustle as lead vocals and accordion player in Americana band, The County Affair, taking him from Abbey Road Studios to Nashville, Tennessee and a UK tour that included Manchester’s Royal Northern College of Music. Still too soon to give up the day-job!