Lucky Generals’ Cressida Holmes-Smith to Drive IPA Effectiveness Programme

Cressida Holmes-Smith, CEO of Lucky Generals, has been appointed as the new chair of the IPA Effectiveness Leadership Group, succeeding IPA president Karen Martin in the role. Cressida was also recently elected to the IPA Council for the first time.

The IPA Effectiveness Leadership Group forms a part of the IPA Effectiveness Pillar, which seeks to encourage the growth of marketing effectiveness by improving decision-making, collaboration and working practices across the advertising and marketing industries.

In the role, Cressida will co-ordinate the expert client and industry advisors on the IPA Effectiveness Leadership Group to shape the overall direction of the IPA Effectiveness programme. This includes commissioning new industry learning and research into marketing effectiveness best practice and developing the agenda of the annual IPA Effectiveness Conference in October.

Commenting on the appointment, IPA director of effectiveness Laurence Green said, “I am delighted that Cressida has agreed to be the new Chair of the IPA Effectiveness Leadership Group and can’t wait to work with her. She leads an agency that understands effectiveness in the round, as ‘work that works’ - as exemplified by Lucky Generals’ outstanding record at the IPA Effectiveness Awards, including a Gold Award for Yorkshire Tea last year.”

Cressida Holmes-Smith, chair of the IPA Effectiveness Leadership Group and CEO of Lucky Generals said, “Lucky Generals is built on effectiveness. But also, creativity. And this is the vital point. Because everyone knows this industry is at its very best when these two elements work in harmony. Ensuring that everyone has the right tools, knowledge, and support to create the fantastic work we are all capable of - work that not only delights consumers but also inspires them to act - is the mission that will drive me as chair.”