Key People

We provide financial transparency in the client-agency relationship to the worlds biggest advertisers

FirmDecisions' senior management team comprises ex-advertising agency finance and media executives, with many years’ combined experience of advertising systems and finance.

Stephen Broderick

Global CEO

stephen.broderick@firmdecisions.com

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Stephen Broderick

Global CEO

stephen.broderick@firmdecisions.com

Stephen founded FirmDecisions in Europe and the US. He became Global CEO in June 2004. Stephen’s background was originally within Y&R, he took over as Finance Director in 1992 and was promoted to CFO for Europe in 1994. In 1997, Stephen became a partner in a private full-service UK agency that was then sold to Omnicom before founding FirmDecisions in Europe and the US in 2000.

Terry Edwards

Global Partner, Media

terry.edwards@firmdecisions.com

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Terry Edwards

Global Partner, Media

terry.edwards@firmdecisions.com

Terry joined FirmDecisions in 2001 and brings nearly 20 years of media experience. He worked as a director for media companies in the Interpublic, Omnicom, and WPP groups as well as for a privately-owned venture. Terry brings valuable insight into the workings and buying processes of the media agency.

Federica Bowman

Global Partner, Digital

federica.bowman@firmdecisions.com

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Federica Bowman

Global Partner, Digital

federica.bowman@firmdecisions.com

Federica joined FirmDecisions in 2015 from sister company Ebiquity where she was International Head of Digital for 5 and a half years. She started her digital media career in 2000 working at EHS Brann, and then moved to digital specialist agencies before spending a number of years in the ad-network business at Advertising.com (AOL) and Fox.

Alison Sanderson

Partner

alison.sanderson@firmdecisions.com

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Alison Sanderson

Partner

alison.sanderson@firmdecisions.com

Alison co-founded ASJP Associates Ltd in 2002, which then merged with FirmDecisions in 2007. Before forming ASJP, Alison was the Commercial Director of JWT for seven years and spent one year as Finance Director of HHCL. Alison has also worked for Pepsi-Cola USA on national strategy, joint ventures, new product introductions and pricing policy, as well as at Black & Decker as Director of Planning. Alison is a chartered accountant.

Fiona Foy

Managing Director, North America

fiona.foy@firmdecisions.com

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Fiona Foy

Managing Director, North America

fiona.foy@firmdecisions.com

Fiona joined in 2015, bringing a wealth of client experience in Marketing Procurement. Previously Head of Global Marketing Procurement at Vodafone, she worked closely with Verizon to find marketing synergies and commercially leading all of Vodafone’s media reviews, with annual media spends in excess of $1bn. Prior, Fiona worked at Orange leading both the UK & Global Marketing Procurement teams.

Patricia McGregor

Managing Director, Canada

patricia.mcgregor@firmdecisions.com

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Patricia McGregor

Managing Director, Canada

patricia.mcgregor@firmdecisions.com

Patricia joined in 2019 having spent 20 years in various senior-level Canadian agency roles spanning client management, strategy, and operations. She has deep knowledge of agency revenue growth models, RFP approaches, staff resourcing strategies, and buy execution tactics. Her experience is drawn from working at Starcom, Maxus, Doner Advertising, as well as advertiser side at CIBC.

Tony Newcomb

Managing Director, LATAM

tony.newcomb@firmdecisions.com

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Tony Newcomb

Managing Director, LATAM

tony.newcomb@firmdecisions.com

Tony joined in 2004 and has CFO level experience from Y&R and Wunderman in Latin America. Tony also has 10 years' experience as an internal auditor with JWT Group and Y&R Inc. Prior to this, Tony ran an agency group in the Brazil market.

Luis Giordano

Managing Director, Argentina

luis.giordano@firmdecisions.com

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Luis Giordano

Managing Director, Argentina

luis.giordano@firmdecisions.com

Tony joined in 2004 and has CFO level experience from Y&R and Wunderman in Latin America. Tony also has 10 years' experience as an internal auditor with JWT Group and Y&R Inc. Prior to this, Tony ran an agency group in the Brazil market.

Tony Whittingstall

Managing Director, UK

tony.whittingstall@firmdecisions.com

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Tony Whittingstall

Managing Director, UK

tony.whittingstall@firmdecisions.com

Tony joined in 2006 and manages advertising/media audits in approx. 50 countries (Europe, North & South America, Middle East, Africa, ​and Asia). Prior to joining, Tony had 12 years experiences in the Creative Advertising/Marketing Industry with MegaPosters, FutureBrand (Weber Shandwick), and Claydon Heeley Jones Mason – London.

Elliot Sherrington

Managing Director, Continental Europe

elliot.sherrington@firmdecisions.com

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Elliot Sherrington

Managing Director, Continental Europe

elliot.sherrington@firmdecisions.com

Elliot joined as a Senior Audit Manager in 2008. Prior to this, Elliot had over 10 years’ experience of working in a senior finance position at a variety of London Marketing Services agencies across different agency disciplines, including media, creative, and BTL. Elliot is a qualified Management Accountant and a member of the Chartered Institute of Management Accountants (CIMA).

Orsolya Frémont

Managing Director, Southern Europe

orsolya.fremont@firmdecisions.com

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Orsolya Frémont

Managing Director, Southern Europe

orsolya.fremont@firmdecisions.com

Orsolya joined in 2012 having spent more than 14 years in marketing roles for advertisers with both Renault and Toyota, in France, Belgium, and Hungary. Orsolya brings valuable insight into the challenges that multinational companies are facing in the area of advertising and media. Orsolya holds an MBA in Sales & Marketing and speaks fluently French, English, German, and Hungarian.

Angelika Scarperi

Managing Director, DACH

angelika.scarperi@firmdecisions.com

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Angelika Scarperi

Managing Director, DACH

angelika.scarperi@firmdecisions.com

Angelika joined in 2018 with over 20 years experience​ in the field of marketing, more than 15 of those spent in the auditing sector at Fairbrother Lenz Eley. Angelika started her career as TV-Director Germany for Planning & Buying at MediaVest, which later became Starcom MediaVest. Between 2012 and 2017 she was Managing Director for Ebiquity Germany.

Stewart Morrison

Managing Director, MENA

Stewart.Morrison@firmdecisions.com

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Stewart Morrison

Managing Director, MENA

Stewart.Morrison@firmdecisions.com

Stewart joined in 2019 with over 20 years in the MENA region marketing and procurement and MD roles. He has worked for some of the largest global brands including EMI, BMG, SonyBMG, Nokia, Microsoft, and Unilever. Stewart's​ expertise has impacted both revenue-generating and expenses efficiency parts of the P&L, including running pitches and developing agency strategies on nearly every continent.

Ahmed Loonat

Managing Director, South Africa

ahmed.loonat@firmdecisions.com

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Ahmed Loonat

Managing Director, South Africa

ahmed.loonat@firmdecisions.com

Ahmed joined in 2015 having started his career in advertising and media in 1995 with TBWA Hunt Lascaris as an accountant. In 2000 he was promoted to Financial Director of TBWA Gavin Reddy. In 2005 he joined Mediacom and Grey as CFO, in charge of media and creative agencies in Johannesburg and Cape Town.

Sandeep Khewle

Managing Director, India

sandeep.khewle@firmdecisions.com

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Sandeep Khewle

Managing Director, India

sandeep.khewle@firmdecisions.com

Sandeep joined in 2017 to set up our business operations in India. Prior to joining, Sandeep was most recently Financial Controller at Publicis Media, having also held finance roles within agencies including Zenith, Starcom, ​and VivaKi. He has a master's degree in Finance from Mumbai University.

David Brocklehurst

Business Development Director, APAC

david.brocklehurst@firmdecisions.com

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David Brocklehurst

Business Development Director, APAC

david.brocklehurst@firmdecisions.com

David, a qualified CPA accountant, founded FirmDecisions in Australia and remained until 2004 when the business was sold to the senior management. He started his career at Ogilvy & Mather Australia, as National FD before becoming a Partner at Luscombe & Partners, which sold to BBDO. David re-joined FirmDecisions as APAC MD in 2011.

Dale Garvie

Managing Director, APAC

david.brocklehurst@firmdecisions.com

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Dale Garvie

Managing Director, APAC

david.brocklehurst@firmdecisions.com

=Dale joined in 2018 with more than 10 years’ experience in developing agency-client commercial models. He started his career in South Africa in 2001, managing statutory audits in a public audit firm. After relocating to London, he held various senior finance and commercial roles at holding co. level at both DAN and Publicis. Dale is a fully qualified accountant.

Jenny Kuan

Managing Director, SEA

jenny.kuan@firmdecisions.com

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Jenny Kuan

Managing Director, SEA

jenny.kuan@firmdecisions.com

Jenny joined in 2015 with 15+ years of finance experience in APAC with Saatchi & Saatchi, Zenith and David Communications. As UM Regional Finance Manager, Jenny led the restructure and merger of Initiative and UM to form Mediabrands in Singapore, Taiwan, Hong Kong & Thailand. She then became FD of Mediabrands Singapore. Jenny is a CPA and speaks English, Mandarin, Cantonese and Fujian.

Jocelyn Wang

Managing Director, China

jenny.kuan@firmdecisions.com

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Jocelyn Wang

Managing Director, China

jenny.kuan@firmdecisions.com

Jocelyn joined in 2018 having spent 8 years at Dentsu Aegis as Amplifi and DAN Financial Controller in China. Prior to this,​ she held various finance positions at Aegis Media in Australia. She started her career at chartered and management accounting firms Sothertons and The Super Group in Australia as an accountant. Jocelyn is ICCA qualified and speaks fluent English and Mandarin.

David Reid

Managing Director, Australia & New Zealand

david.reid@firmdecisions.com

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David Reid

Managing Director, Australia & New Zealand

david.reid@firmdecisions.com

David joined in 2016 with over 15 years’ experience as a senior finance executive within some of the largest global media agencies. Most recently David was FD for Young and Rubicam, as well as Commercial Director for Mediacom, a role he held for nearly 10 years. He has also held positions at Grey and Sudler & Hennessey. David has a Bachelor of Commerce in Accounting and an MBA in Finance.