Gurdeep is a Co-Founder of The Effectiveness Partnership, a strategic consultancy that specialises in helping agencies and client-side marketers prove and improve creative impact. Gurdeep has won numerous effectiveness awards, including multiple Cannes Lions and Effies, among them Golds and Grand Prix.

Gurdeep has helped upskill marketers, agency account management, strategists and creatives across international agency networks. He now co-leads the client-side consulting division of TEP and has worked with some of the world’s leading brands, such as McDonald’s, Meta, Google, Abbott Lab, Heineken, Bayer and Visa. The Effectiveness Partnership has enabled its clients to win over 400 effectiveness awards globally.

He was instrumental in developing the Creative Effectiveness and Creative Strategy Lions at the Cannes Lions Festival. Gurdeep is a regular Speaker at Cannes Lions. He was made an Honorary Fellow of the Institute of Practitioners in Advertising and a Lions Effectiveness Master.