Denise Turner has been poached by the IPA to be its media research director.
Turner, who is currently CEO of OOH joint industry currency (JIC) Route, will take up the role following her notice period.
She succeeds Belinda Beeftink, who retired at the end of 2024 after 18 years at the IPA.
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In the post, Turner will be tasked with leading the IPA’s TouchPoints project, which publishes an annual survey of consumer media habits and contributes thought leadership through other events and publications.
Turner will also be the IPA representative on all industry media research currencies: ABC, Barb, Jicmail, Jicpops, Jicreg, Pamco, Rajar, Route and UKOM.
“This role is a huge honour and privilege,” said Turner. “People may not know this, but it has been carried out with great integrity by just three women in the last 50 years — Janet Mayhew, Lynne Robinson and Belinda. I am inspired by all of them.
“I truly believe that quality matters — whether for our world-class industry currencies, media research, advertising or content creation. I’m very excited to join the IPA team.”
2015 ushered in a new era of industry insight
Turner has worked in communications research for more than three decades, beginning as a media research assistant at ad agency Bartle Bogle Hegarty. She had held insight and research positions at Zenith, Leo Burnett, Havas Media Group and Newsworks before joining Route in 2022.
While at Route, Turner has sought to expand JIC’s dataset and adapt its solution to better understand individuals’ travel habits.
The IPA elected her a fellow in recognition of services to the ad industry in 2009.
IPA director-general Paul Bainsfair said the organisation feels “very fortunate to be welcoming Denise to the IPA senior management team”.
He continued: “Her breadth of experience makes her perfectly placed to lead the IPA media research responsibilities, which include both TouchPoints and the industry’s JICs.”
Beeftink added that she was “absolutely delighted” by Turner’s appointment.
“I cannot think of a better-qualified person to pick up the reins of this hugely complex and challenging ecosystem and I know she will deliver the very best for the IPA, its members and the wider industry,” she said.
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