Agency Owners & Leaders 2025
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Date and time
Location
When allocating a CPS voucher towards the cost of this ticket, there is an additional fee to pay of £70+VAT.
Members
£580 + VAT
Non-Members
£680 + VAT
Company partners
£580 + VAT
Please let us know if you have any accessibility requirements ahead of the event
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Lead your business to thrive and grow
If you’re an insight agency leader, there are an ever-growing number of business challenges to keep you up at night. That’s why we’re inviting you to Agency Owners & Leaders, an exclusive gathering for managing directors, C-level professionals and owners of research agencies where you can collaborate, offload, and explore new possibilities with peers who understand your world. Say goodbye to sleepless nights!
Explore new growth strategies and customer models from expert advisors. Take the opportunity to evaluate whether your operating model is futureproof and right for your ambitions. Consider the possibility of investment and make contacts.
Then, turn your mind to enhancing your agency culture and creating positive environments to attract, keep and develop your valued talent. Reflect on your own leadership qualities and gain tips on how to improve your resilience, courage and confidence.
You don’t often get the opportunity to spend a day learning with - and from - your competitors and we guarantee you’ll find this a day well spent! It’s the only leadership event in market research, with a 100% satisfaction rating from previous delegates. But don’t just take our word for it…
‘The Agency Owners & Leaders Forum has now been running for two years and I have to say it has been absolutely excellent on both occasions… agency leaders are finally coming together to share, collaborate and work together to improve our industry with the philosophy “You grow, I grow”! Really well done to the MRS for organising such a valuable event”.’
Danny Sims, DJS Research, Agency Owners & Leaders 2024
‘Genuinely, the best MRS conference I’ve ever attended. Thank you!’
Delegate comment, Agency Owners & Leaders 2024
‘Thank you so much to MRS for organising a great event. It was amazing to spend the day with other agency owners. I learnt so much and made so many great contacts. What a valuable conference.’
Delegate comment, Agency Owners & Leaders 2024
‘I really enjoyed the conference and as always got such a lot out of it. It is a fantastic forum. I am really looking forward to being involved in the upcoming events.’
Nicky Taylor, Taylor McKenzie, Agency Owners & Leaders 2024
‘Great to share experiences and speak to peers. Very interesting!’
Delegate comment, Agency Owners & Leaders 2024
Book your place today to discover how to:
- Transform your business operations and customer strategies to meet new client needs
- Boost your private equity appeal and thrive post-acquisition
- Realise the benefits of AI across core business functions
- Achieve strong organic growth with financial planning that supports expansion
- Shore up talent pipelines and skills for the future with the right actions today
- Build your resilience and confidence to lead through complexity, challenge, and change
With special thanks to:
Norstat
Norstat is a European data collection company with large proprietary active online panels in the UK, Ireland and 17 other countries. As we own the panels, we can profile the audiences our customers want to speak to as well as provide reassurance about the source of data. Data quality is about recruitment, registration, and engagement of panellists, as well as in-survey controls. Norstat is a trusted data collection partner for many market researchers, delivering stress free fieldwork with high-quality data.
Richmond Events
Richmond Events is the pioneer of the one-to-one, pre-scheduled business forums which match delegates and suppliers to generate new business, engage with peers and make new connections.
Ronin International
With over 25 years of global market research experience, RONIN has perfected the science of finding and engaging B2B and hard-to-reach audiences. At RONIN, we understand that there is no one-size-fits-all methodology when it comes to getting the right audience of real people. That’s why our team draws upon our vast experience and knowledge of the industry to work with you to ensure you get the audience you need. We use the best available methods to reach your research objectives, you can be confident that you’re getting the most accurate and reliable results. Trust RONIN to help you achieve your research goals.
We utilise online, phone, and digital platforms to ensure your targeted participants are engaged, delivering verified and high-quality data.
With approximately 400 multi-market projects annually and over 25 years of experience, RONIN specialises in market research.
Introducing RONIN Edge, our innovative platform for engaging senior-level audiences. With offices in the UK, Germany, Hong Kong, and the US, we are eager to discuss your international research needs.
Media Partner
Breaking market research news, latest job vacancies, industry reports, in-depth analysis and cutting-edge opinion for customer insight professionals.
Pam is a seasoned market research professional who after a career spanning over three decades of leading teams and working closely with clients to shape strategic decisions, took the decision to take a career diversion into recruiting within the sector.
Pam’s career began client side, but she switched to agency life at the start of the 1990s. Over the years, she has worked across sectors ranging from FMCG, Retail, Healthcare and Public Sector, leading global and single market projects that have influenced brand strategy and customer experience initiatives across multiple brands and clients.
Pam brings to recruitment a deep understanding of the sector and the skills and experience needed to excel in different areas. Her exposure to leading large and diverse teams and the recruitment she led for those teams, gives her a valuable and unique perspective on the recruitment journey. Her reputation isn’t just built on her skills - it’s built on her integrity, curiosity and empathy, plus her understanding that excellent recruitment is a critical component of business success.
Now consulting independently as a Partner at Daughters of Sailors, Pam continues to use her various skills and experience to help ensure the best people are placed in the right roles.
Pam’s career began client side, but she switched to agency life at the start of the 1990s. Over the years, she has worked across sectors ranging from FMCG, Retail, Healthcare and Public Sector, leading global and single market projects that have influenced brand strategy and customer experience initiatives across multiple brands and clients.
Pam brings to recruitment a deep understanding of the sector and the skills and experience needed to excel in different areas. Her exposure to leading large and diverse teams and the recruitment she led for those teams, gives her a valuable and unique perspective on the recruitment journey. Her reputation isn’t just built on her skills - it’s built on her integrity, curiosity and empathy, plus her understanding that excellent recruitment is a critical component of business success.
Now consulting independently as a Partner at Daughters of Sailors, Pam continues to use her various skills and experience to help ensure the best people are placed in the right roles.
Following a career in petfood marketing and agencies including Leo Burnett, Fiona launched MESH Experience to fill a gap in marketing effectiveness measurement.
By capturing the whole customer experience, (paid, owned and earned), MESH delivers new metrics, like Share of Experience. Award-winning case studies for Fidelity International, Boots and Diageo demonstrate how these turbo-charge decision-making.
Fiona is a Fellow of the Market Research Society, Past President of the Market Research Council in New York and a mentor for The Marketing Academy. An advocate for diversity, she founded diversityunlimited.org and she is also a founding partner of Crater Lake & Co.
By capturing the whole customer experience, (paid, owned and earned), MESH delivers new metrics, like Share of Experience. Award-winning case studies for Fidelity International, Boots and Diageo demonstrate how these turbo-charge decision-making.
Fiona is a Fellow of the Market Research Society, Past President of the Market Research Council in New York and a mentor for The Marketing Academy. An advocate for diversity, she founded diversityunlimited.org and she is also a founding partner of Crater Lake & Co.
Rebecca Cole is CEO of Cobalt Sky, a multi-award-winning market research operations company specialising in online data collection and data processing, where she has worked since 2006. An accomplished web scripter and quantum programmer with a strong passion for data and technological innovation, she has served on the main board of MRS since 2020 and will assume the role of Chair in 2026. She also co-chairs the Association for Survey Computing, a leading network for people working at the intersection of technology and insight.
Kirsty Fuller co-founded Flamingo with Maggie Collier in 1997 and together they grew the business to become an award-winning international qualitative and cultural insight agency with a network of eight offices on four continents, employing 350 people. Flamingo grew to $85M revenue and was acquired by Omnicom in 2007. Kirsty remained within the Omnicom Group for a further 10 years and was a founder member of an initiative to nurture and encourage female leaders. In 2018 she completed a Masters in Health and International Development at LSE before returning to the insight industry as a Business Advisor and Mentor.
As Chief Executive of the EMB Group, Danielle has played a key part in building the business from start-up to multi-million-pound investment group. Over its twenty-year life EMB has been agile and responsive, growing using its entrepreneurial roots and own funds to create a portfolio of successful businesses. These include EMB Ltd a consultancy and transaction management business, and three research, insight and data collection businesses – Pye Tait, Blue Marble and Qa Research. As a group they have adjacency through the provision of connected services to public, private and third-sector clients.
Danielle has a background in corporate finance, working at senior levels in large PLC’s and niche professional service consultancies before joining the team creating EMB in 2005. As a business leader and innovator Danielle has developed a forward-looking and creative team at EMB, gaining support from shareholders and investors to deliver repeated returns from both sides of the deal.
Danielle has a background in corporate finance, working at senior levels in large PLC’s and niche professional service consultancies before joining the team creating EMB in 2005. As a business leader and innovator Danielle has developed a forward-looking and creative team at EMB, gaining support from shareholders and investors to deliver repeated returns from both sides of the deal.
James is the co-founder of iwantmore.ai, a UK-based AI consultancy that helps organisations maximise the benefits of AI and automation through strategy development, training, and implementation support.
Prior to founding iwantmore.ai, James was a partner at RSM, where he held senior global leadership roles across business development, brand, and marketing. With over sixteen years at RSM, he led major transformation initiatives including the firm’s UK rebrand and the rollout of enterprise CRM and martech systems. He also played a key role on RSM International’s AI task force, exploring opportunities to integrate AI into client service delivery.
With deep expertise in marketing, digital transformation and AI adoption, James brings a pragmatic and commercially focused lens to technology innovation. He now advises businesses on how to use AI responsibly and effectively.
Prior to founding iwantmore.ai, James was a partner at RSM, where he held senior global leadership roles across business development, brand, and marketing. With over sixteen years at RSM, he led major transformation initiatives including the firm’s UK rebrand and the rollout of enterprise CRM and martech systems. He also played a key role on RSM International’s AI task force, exploring opportunities to integrate AI into client service delivery.
With deep expertise in marketing, digital transformation and AI adoption, James brings a pragmatic and commercially focused lens to technology innovation. He now advises businesses on how to use AI responsibly and effectively.
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09.25 |
Welcome from the Chair Alison Bainbridge, Founder, Kokoro Global |
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Growth, Strategy & Finance |
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09.30 |
Panel discussion Humans + AI: Reimagining agency operating models for the future · Developing an agency AI integration strategy that unlocks growth opportunities · What’s your starting point? Facts and feelings about AI across your workforce · Discussing the impact of AI on agency processes, workforce roles, staffing structures and training needs · Examining the operational implications of your approach to AI governance, ethics and data security · How to manage the impact of new operational models on future talent pipelines Chair: Rebecca Cole, CEO, Cobalt Sky Panellists: James Grant, Co-founder, Iwantmore.ai Steve Phillips, Founder & Chief Innovation Officer, Zappi Matthew Lintern, Global CEO, MMR Research Worldwide
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10.00 |
Panel discussion What drives growth and deal appeal in the insights sector · What do investors and acquirers look for in a research and insight business? · Which business models offer the most scalable growth with the least risk? · How can insight agencies boost their appeal to investors and strategic partners? · What does an investor relationship look like in practice and how does their presence at the board table change decision-making? Chair: Jon Priest, Corporate & Financial Advisor, Capel Partners Panellists: Danielle Gillett CEO of EMB Group Ben Leet, investor, board advisor and fractional C-Suite officer
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10.30 |
Morning refreshments |
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11.00 |
Case study Unifying people, process and purpose: from research firm to strategic transformation company In 2020, faced with an evolving insights market, Populus chose to pivot from tech-led commoditisation to strategic consultancy by merging with research firm Decidedly and brand strategy agency BrandCap. This session offers practical insights into agency transformation for leaders facing similar crossroads. It explores how the three companies integrated research and strategy cultures, overcame operational challenges, and restructured for unified growth. Hear how to navigate discomfort, break down silos, and build a culture that supports specialist expertise while delivering integrated client value. Tom Wormald, Managing Partner, Yonder Consulting
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11.20 |
Case study From research to consultancy: lessons from Kantar Consulting’s journey In 2018, Kantar Consulting launched, positioning itself as a growth consultancy to meet clients evolving needs and at a time when interest from management consultancies in the marketing services space was growing. In this talk, Natalie Vander Vorst will outline Kantar Consulting’s business model, how it differs from traditional agency models and management consultancies, occupying a sweet spot. She’ll discuss different ways to work with clients, explaining how the consulting model aligns and interfaces with other Kantar divisions; both in terms of tensions and synergies. She’ll share how strategic consultants tangibly increase influence within client organisations and consider what this means for insight agencies looking to pivot. Hear how Bain Capital’s majority ownership has further supercharged Kantars’ transformation journey, driving efficiencies, automation and new partnerships opportunities. Natalie Vander Vorst, Managing Partner, Kantar Consulting
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11.40 |
Workshop Building high-impact client relationships that lead to growth for both As client expectations shift, insight agencies are being asked to go from focusing on delivering insights, to focusing on becoming genuine growth partners. This session explores how to equip client service teams to lead with commercial confidence, set the agenda with clients, and spark the “what’s next” conversations that unlock opportunity. Discover how to make your teams commercially brilliant now and for the future and drive growth that benefits both agency and clients. David Armes, Founder, 4twenty2
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12.00 |
Comfort break |
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12.15 |
Round tables: growth, strategy & finance Delegates are invited to choose one guided discussion to join, where they can delve into a specific business issue and benefit from a frank exchange of ideas with their industry peers.
1. Mission: client success - the agency’s next role Fiona Blades, President and CEO, MESH Experience
2. Beyond the hype: getting started with AI safely and ethically James Grant, Co-founder, Iwantmore.ai
3. Building a consulting practice Natalie Vander Vorst, Managing Partner, Kantar Consulting
4. Tackling the vampire client: if clients are demanding more for less, how do we ensure insight projects remain profitable? Richard Bryan, Managing Director, QA Research
5. Smarter selling: gaining more growth from client interactions David Armes, Founder, 4twenty2
6. Exit strategies: packaging your business for sale Jon Priest, Corporate & Financial Advisor, Capel Partners
7. Trustworthy data, stronger growth: why quality matters more than ever Shifra Cook, Founder and CEO, Ayda
8. No one is indispensable, including me: agency leader succession planning Damien Field, Managing Director, MM Eye |
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13.00 |
Lunch |
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Leadership, Team & Culture |
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14.20 |
Fireside chat The rise and fall of Flamingo Join an intimate conversation between Sarah and Kirsty covering the rise, the experience post-acquisition, and the fall of Flamingo, alongside critical advice and learnings for future agency leaders. This honest, reflective session, offers rare insights into the complete lifecycle of building, selling, and losing a prestigious business.
The rise: Kirsty shares how Flamingo grew into an $85M+ business without external funding, powered by a talent-centric culture, innovation, and a distinctive brand resulting from the unique dynamics of female co-CEOs. Post-acquisition experience: Discover the realities of what worked and what didn't during the near decade long operating period post-acquisition. The fall: A frank discussion about how an overnight decision changed everything. Hear how strategic corporate decisions devastated Flamingo during its prime and the complex realities of no longer being the owner.
This session promises actionable insights from a leader who has navigated the complete agency journey, from startup to successful exit to trusted advisor. Dr Sarah Jenkins, Director, Magenta In conversation with Kirsty Fuller, Advisor (formerly, co-CEO, Flamingo)
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14.45 |
Panel discussion Enhancing employee experience and belonging through smarter talent strategies Discover what talent strategies are proving most successful in boosting retention, engagement, and team culture. This panel explores a range of approaches to fostering belonging, supporting career growth, and creating inclusive environments for your team. Chair: Gemma Mitchell, Managing Director, The Mix Panellists: Howard Josephs, Founder, See Research Charlotte Moody, Managing Director, Strat7 Researchbods Debbie Shuttlewood, Partner, Opinium
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15.15 |
Afternoon refreshments |
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15.45 |
Coaching The inner edge: mastering the mindset for modern leadership In today’s fast-paced agency world, leadership isn’t just about strategy, it’s about mindset. Explore the inner challenges leaders face, from imposter syndrome and decision fatigue to leading through uncertainty. This session will equip leaders with grounded confidence and practical tools to build confidence, clarity and resilience, strengthening their presence and impact as a leader. Rachael Fraser, Leadership Coach
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16.10 |
Round tables: Leadership, Team & Culture Delegates are invited to choose one guided discussion to join, where they can delve into a specific business issue and benefit from a frank exchange of ideas with their industry peers.
1. AI in recruitment: assessing risks, skills and capabilities Pam Armstrong, Partner, Daughters of Sailors
2. Developing resilient leadership to thrive through adversity Dr. Kenny Imafidon MBE
3. Elevating employee experience Cait Miskelly, Head of People, See Research
4. Talent, team & culture: how to retain these even during tough times Sabine Cronick, CEO UK/EU, 2CV
5. The future of face to face: overcoming operational and talent challenges Adele Bearfield, Head of Offline Data Collection and Deputy Managing Director of Operations, Ipsos
6. Useful lessons from Employee Ownership that can apply to any business David Alterman, CEO, The Nursery
7. Spotlighting lived experience of working class researchers of colour: a thought-starter to discuss how we can improve as an industry Annabelle Phillips & Theresa Jones, MRS Social Equity Group
8. Flexible working for team and turnover Steph Almond, Managing Director, Tangible Branding
Zoe Fenn, Leadership Coach, You Burn Bright
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16.55
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Wrap-up Q&A |
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17.00 |
Sponsored drinks reception
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Additional Information
Company Partners
Share
Book now
To book for someone else click here.
Date and time
Location
When allocating a CPS voucher towards the cost of this ticket, there is an additional fee to pay of £70+VAT.
Members
£580 + VAT
Non-Members
£680 + VAT
Company partners
£580 + VAT
Please let us know if you have any accessibility requirements ahead of the event
Share
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©2025 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911 Email: info@mrs.org.uk