The IPA has paid tribute to Denise Turner, its Media Research Director, who passed away suddenly on Friday, 7 November 2025.
Turner was a highly accomplished researcher, leader and colleague who will be greatly missed by all who knew and worked with her, the ad industry said in a statement issued Monday.
The IPA extended its deepest sympathies to her husband, Craig, and children, Ethan and Lexi, at this incredibly difficult time.
Denise Turner
Throughout her distinguished career in media research, spanning more than three decades, Turner made an outstanding contribution to the industry.
She joined the IPA as Media Research Director at the end of June 2025. She brought extensive experience and a strong dedication to improving the quality and integrity of media research, the IPA said.
She led the TouchPoints initiative and represented the IPA across all the industry’s media research currencies – ABC, BARB, JICMAIL, JICPOPs, JICREG, PAMCo, RAJAR, Route, and UKOM.
Moreover, she was also a respected industry judge and spokesperson, further contributing to the development and recognition of excellence in media research.
Before joining the IPA, Turner worked for many years in agencies and then spent seven years at Newsworks. She authored a number of books and reports on communication effectiveness and regularly presented at conferences.
In 2009, she was elected a Fellow of the IPA in recognition of her services to the advertising industry. Two years ago, she embarked on a new challenge as Chief Executive of Route, overseeing the currency of audience measurement for out-of-home media.
Paul Bainsfair, Director General, IPA, said: “We are all devastated by Denise’s sudden passing. She was a brilliant researcher, an exceptional professional and a generous, much-loved colleague.
“Denise brought intelligence, curiosity and kindness to everything she did, inspiring those around her with her insight and passion.
“Her contribution to media research was profound, and she will be deeply missed by everyone who had the privilege of knowing her.”
Details regarding funeral arrangements and ways to pay tribute will be shared in due course the IPA said.