Fran Cassidy has had over 25 years’ experience in the broadcast and marketing sector- in agencies, is a client, and as a media owner. She runs an international marketing and research consultancy focusing upon market analysis, commercial development, and marketing effectiveness. Fran has run several key IPA projects – including “Culture First”, which analysed the key behaviours behind successful marketing effectiveness cultures, such as collaboration across functions and isolating core metrics. She also led #IPASocialWorks project which found and promoted robustly measured examples of real commercial value driven by social media marketing. Fran is also a Fellow and Advisory Board Member of The Marketing Society.