Simon is Associate Director - Head of Marketing, Data Innovation & The Making Sense Unit at The IPA. His main role is overseeing the marketing of TouchPoints (The IPA’s consumer-centric survey) and guiding the industry to find insights in the TouchPoints data through technological innovation increasingly in the field of AI. Simon is also the head of the IPA’s Making Sense Unit which unites 5 key initiatives in order to help the industry cut through the complexity of an ever evolving media landscape. He is the author of the IPA publication Making Sense: The Commercial Media Landscape (now in its 7th edition), which has achieved over 70,000 downloads worldwide. He oversees the annual IPA Insight Summit and Planning & Strategy Summit, presents the Making Sense Roadshow and is also the host of the brand new IPA Making Sense Podcast. He has a background in anthropological research and is passionate about deconstructing data in order to better understand the people at the heart of it.