Before starting up The Effectiveness Partnership, Gurdeep and his co-founder Janey Bullivant both worked at Leo Burnett, where Janey was a Planning Director and Gurdeep was Head of Effectiveness. 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 COI.
He has personally won 5 IPA Effectiveness Awards (including double Gold in 2006), and 11 European Effectiveness Awards, including 3 Golds. The Effectiveness Partnership has helped its clients win over 25 Effectiveness Awards globally. He has worked with industry pioneers such as the late Dr. Simon Broadbent, and 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. He was part of the pioneering IPA Data Bank analytics group and was also involved in leading the IPA VAG Industry Effectiveness research project. Gurdeep is an international speaker on the topics of Communications Effectiveness and has represented the UK and European industry at conferences globally.
Gurdeep is a qualified econometrician and previous to his career in marketing he worked in research and the financial markets.