We are
The Effective Collective
We are The Effective Collective – a group of senior practitioners who’ve spent our careers proving that better marketing builds better businesses. We’ve led global effectiveness agendas, built award-winning campaigns, launched agencies, and designed the measurement systems that set industry standards.
Now, we’ve come together with a simple purpose: to help organisations of every scale embed effectiveness into the way they think and work – and unlock measurable growth.
What Makes us Different
Independent
We sit outside the agency ecosystem, giving you advice that’s objective and commercially driven.
Holistic
We bring together deep but diverse expertise – from econometrics and data strategy to brand positioning, creative and communications – so clients benefit from the full spectrum of effectiveness skills.
Practical
We don’t just design strategies; we embed effectiveness into the behaviours, processes and culture of your teams.
Proven
We’ve helped global FMCGs, scale-ups and charities alike to achieve measurable, market-leading growth.
Meet the Collective
Dan has over 20 years of experience across client and agency roles. At Unilever he led the global effectiveness agenda, earning the IPA Best Dedication to Effectiveness Award. At VCCP and WCRS he developed brand strategies for O2, Orange, Sega, and MINI. Away from work, you’ll usually find him on a bike in Kent or Surrey.
We’re simplifiers. We make things as clear and as simple to understand and operationalise as possible.
We're obsessed with the fundamentals of marketing - not the fads.
Martin specialises in turning numbers into meaning. He has led multi-disciplinary teams delivering marketing effectiveness solutions across global networks, built measurement platforms, and was Senior Partner at Kantar Consulting. In his spare time, he cycles epic routes – from York to Ankara, with Sydney on the horizon.
Effectiveness should never just be about numbers. It’s about telling the story of impact in a way that inspires better decisions.
Nick has built innovative communications strategies for brands like Levi’s, Vodafone, Bacardi, Sony and Barclays – and even worked with Al Gore on the Paris Climate Treaty. He co-founded Maxus, the digital-first media agency named fastest-growing in the world for eight years running. He lives in London with his family and takes on a new hobby every year.
Great communications don’t just move products; they move people. Our job is to make sure that creativity and effectiveness are never in conflict.