Gurdeep’s 30+ years’ experience brings together technical and strategic aspects of marketing. Before co-founding The Effectiveness Partnership, he worked as Head of Effectiveness at Leo Burnett and is a former Industry Econometrician, having worked in the financial markets before joining the creative industry. Since co-founding TEP, Gurdeep has helped upskill creative agencies globally as well as client-side marketers. Over the last decade he has been involved in helping marketers directly, via TEP’s strategic consultancy offering. This includes advising clients like Heineken, VISA, Abbott, Meta and Google, as well as the UK’s Cabinet Office and creative agency groups like Publicis, IPG, WPP, OMNICOM and DENTSU. He is a regular Speaker at Cannes Lions and a Lions Creative Effectiveness Master, an IPA Effectiveness Mentor and speaks globally on the topics of Marketing Effectiveness, Effective Strategy and alignment of marketing to the right KPIs that help marketing make traction with the C Suite.