Duncan has three decades of media, creative and brand research experience gathered in various global, European and US roles with Millward Brown and Kantar. He is currently responsible for enhancing the company’s global creative and media effectiveness offer and is based in Frankfurt, Germany. Duncan’s core focus is how media and creative work in the Age of AI, helping brands deliver campaign intelligence at scale. He has appeared on conference platforms around the world including Cannes Lions, WARC, ESOMAR, ARF, IAB, MMA, DMEXCO and OMR. He has published papers and articles in AdMap and the Journal of Advertising Research as well as countless Kantar Inspiration articles. He conducted the first UK online ad effectiveness study back in 1997 and remains fascinated by digital media formats. Other topics of particular interest include attention measurement, creator content effectiveness, the role of AI and Generative AI in ad testing and creative development, medium as message, maximising profitability, integrated marketing effectiveness and sustainability, diversity & inclusiveness in marketing. Duncan holds a B.Sc. in Mathematics and German from the University of Leeds, and the CIM's postgraduate diploma in marketing. Outside work he enjoys cycling, singing and spending time with his wife and two sons.