Cressida Holmes-Smith, CEO of Lucky Generals, has been appointed as the new Chair of the IPA Effectiveness Leadership Group, succeeding IPA President Karen Martin in the role. Cressida was also recently elected to the IPA Council for the first time.
The IPA Effectiveness Leadership Group forms a part of the IPA Effectiveness Pillar, which seeks to encourage the growth of marketing effectiveness by improving decision-making, collaboration and working practices across the advertising and marketing industries.
In the role, Cressida will coordinate the expert Client and Industry Advisors on the IPA Effectiveness Leadership Group to shape the overall direction of the IPA Effectiveness programme. This includes commissioning new industry learning and research into marketing effectiveness best practice and developing the agenda of the annual IPA Effectiveness Conference in October.
Commenting on the appointment, IPA Director of Effectiveness Laurence Green said: "I am delighted that Cressida has agreed to be the new Chair of the IPA Effectiveness Leadership Group and can’t wait to work with her. She leads an agency that understands effectiveness in the round, as ‘work that works’ - as exemplified by Lucky Generals’ outstanding record at the IPA Effectiveness Awards, including a Gold Award for Yorkshire Tea last year."
Cressida Holmes-Smith, Chair of the IPA Effectiveness Leadership Group and CEO of Lucky Generals, said: "Lucky Generals is built on effectiveness. But also, creativity. And this is the vital point. Because everyone knows this industry is at its very best when these two elements work in harmony. Ensuring that everyone has the right tools, knowledge, and support to create the fantastic work we are all capable of - work that not only delights consumers but also inspires them to act - is the mission that will drive me as Chair."
Cressida Holmes-Smith biography:
Cress is a down-to-earth Yorkshire lass, despite the long name. She studied at Oxford University and art school in Paris before joining WPP on the highly competitive Ogilvy Fellowship Graduate Scheme.
After three years, she joined BBH helping to win multiple Cannes Golds for Unilever’s Lynx, and bring Britain’s largest retailer Tesco back to growth, winning Campaign Magazine's "Brand Story of the Year" as well as Cannes Gold and IPA Effectiveness awards.
She added motherhood and an online EMBA to her CV before joining as a General in 2017. She has since been the driving force behind GambleAware and The Guardian before taking up the position of CEO in 2023.
Last updated 06 May 2025