Marketing pioneer Janet Hull OBE to retire from the IPA


Janet Hull OBE, the formidable pioneer of the industry’s marketing effectiveness movement, who is responsible for bringing to market seminal industry tomes such as The Long and Short of It, has today (11 May 2023) announced that she is to retire from her position as Director of Marketing Strategy at the IPA.

From July, Hull will assume a part-time role, before her full retirement at the end of the year, rounding off 22 years with the professional body for advertising agencies and a lifetime in the creative industries, her dedication for which she was awarded a Queen’s Honour in 2014.

Janet Hull

Following and in-between various agency stints and board-level positions, including being Abbott Mead Vickers’ employee 102, Hull was hired as a consultant by the IPA between 1994-1998 and then again, in a full-time capacity with a focus of marketing effectiveness, from 2005 to the present day.

During her career, she has worked with hundreds of industry greats, including helping to shape the agendas of many of the IPA’s Presidents including David Pattison (publishing a 10-year perspective for the future of advertising and agencies); Moray MacLennan (reaching out to the C-suite to highlight and drive the value of advertising to the boardroom); Rory Sutherland (helping to put behavioural economics into practice), Nicola Mendelsohn (developing a comprehensive apprenticeship programme); and Ian Priest (working to improve the client/agency relationship).

When I joined the IPA, I was given a one-line brief to take the learning from the IPA Effectiveness Awards into the mainstream”, Hull said.

“I couldn’t have had a better challenge.

“Throughout my career at the IPA I have always been given the freedom to go beyond, to look outward, to forge new connections.

“I have found that the IPA name can open doors to Government, academia, industry both in the UK and around the world. IPA member agencies are rightfully revered the world over.

“Our incredible talent creates waves. It has been my pleasure to work for the long term with the brightest and best leaders of our generation, and to harness the collective intelligence of the IPA membership to take the industry to new places and new knowledge.

“I am proud to leave the programmes I started in the capable hands of a strong team who will take them to new heights.”

Paul Bainsfair, Director General, IPA, said: “Janet is a tour de force. Indefatigable with an incredible drive and determination to better our industry.

“During her stand-out tenure, she has always managed to be steps ahead in shaping the industry agenda – from apprenticeships to CreaTech to EffWorks Global and far, far more.

“And in doing so she has prepared the climate for IPA member agencies to not just survive but to thrive. We owe her an enormous thank you for all that she has achieved for our collective benefit.”