Pedr Howard is the President of Ipsos Creative Excellence in the US, where he leads a premier team of advertising specialists, data scientists and behavioural researchers. With a 20-year career spanning London and New York, Pedr is a definitive voice on the “art and science” of effective communication. Throughout his career, he has built and scaled research tools that empower the world’s most iconic brands to capture attention in a fragmenting media landscape, turning deep consumer insight into strategic action. A tireless advocate for human empathy in the age of automation, he is currently on a mission to reclaim the “creative wasteland” of retail media – proving that even the most transactional environments can be transformed into shoppable masterpieces that build long-term brand equity.