Denise Turner, a leading figure in media research for over three decades, died on Friday aged 58.
She is survived by her husband, Craig, and children, Ethan and Lexi.
Turner began her career as a media research assistant at ad agency Bartle Bogle Hegarty (BBH) in 1991, before subsequently holding research and insight positions at Zenith, Leo Burnett, Havas Media Group, Newsworks and Route.
“I was immediately captivated by the world of advertising and inspired by the possibilities it opened up for brands and people,” Turner wrote of her early days at BBH.
Inspired by the agency’s successful campaign to release John McCarthy, a journalist and hostage in the Lebanon hostage crisis, in 1991, Turner learned quickly that she had found her dream job – “being paid to ask why”.
“Often research is perceived as churning out numbers and data but I knew there was much more to it than that,” she reflected in 2021. “It’s not enough to know what people do, if you are to persuade them to change behaviour, buy a different brand, you need to know why.”
Joking that she was “destined to work in research” (her family was on the Barb panel in Ulster as she was coming of age in the early 1980s), Turner consistently expressed gratitude for working in an industry she loved, in a role that required her to listen and observe.
She wrote warmly of her career: “I’ve talked to people about a whole range of categories and topics, from shoes, to vitamins, to dog food, to piles – I’ve dragged my family round different shops while on holiday in the name of research.”
Reflecting on thirty years in adland, Turner added, “Love what you do, and the rest will follow.”
In July, she was appointed research director of the IPA, succeeding Belinda Beeftink. Turner called the role “a huge honour and privilege”.
“We are all devastated by Denise’s sudden passing,” said Paul Bainsfair, director general of the IPA. “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.”
The IPA had previously named Turner a fellow in 2009, in recognition of her services to the ad industry. She was instrumental to the development and release of IPA’s regular Touchpoints report, and also authored a number of books and reports on communication effectiveness.
A regular contributor to The Media Leader over the past decade, Turner was a passionate advocate for quality media and nuanced consideration of measurement.
Greg Grimmer, CEO of Adwanted UK, The Media Leader’s parent company, said: “Denise was a much loved colleague and friend of myself and the whole Adwanted team. From her agency days, her tenures at Newsworks and Route and latterly at the IPA she demonstrated knowledge, wisdom, tact and most of all always remained great fun to be around.”
“She will be missed by all of us and our thoughts are with her friends and family at this time.”
Upon joining the IPA, she commented: “I truly believe that quality matters — whether for our world-class industry currencies, media research, advertising or content creation.”
Reflecting this summer on her time at OOH joint-industry currency Route, she wrote of her “lifelong addiction” to asking why.
She said: “I have never stayed in my lane, so I have loved instigating change.”
