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

CEO

stephen.broderick@firmdecisions.com

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Stephen Broderick

CEO

stephen.broderick@firmdecisions.com

Stephen is the co-founder of FirmDecisions in Europe and the US. He became CEO in June 2004 and subsequently Managing Partner when FirmDecisions and ASJP merged in July 2007. Stephen’s background was originally within Y&R, joining them in 1989 and working for their healthcare network, Sudler and Hennessey. 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. As CEO, Stephen was responsible for the growth of the business in North America and Europe. Stephen is a frequent presenter at industry seminars and workshops, in both the US and Europe, including ISBA, WFA, and the ANA.

Alison Sanderson

Partner

alison.sanderson@firmdecisions.com

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Alison Sanderson

Partner

alison.sanderson@firmdecisions.com

Alison is a chartered accountant and is the co-founder of ASJP Associates Ltd, set up in 2002, advising clients in their commercial relationships with agencies and performing contract compliance audits. Before forming ASJP, Alison was the Commercial Director of the major London agency JWT for seven years and spent one year as Finance Director of HHCL. Alison worked for Pepsi-Cola USA for four years, working alongside marketing on national strategy, joint ventures, new product introductions, and pricing policy and also in the field planning logistics improvements. Alison spent five years with Black & Decker latterly as Director of Planning.

David Brocklehurst

Managing Director - APAC

david.brocklehurst@firmdecisions.com

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David Brocklehurst

Managing Director - APAC

david.brocklehurst@firmdecisions.com

David is a qualified accountant and Chartered Secretary. David has many years working in agencies (including O&M, BBDO, and Luscombe & Partners). David established and chaired the Advertising Federation of Australia’s Finance Forum where all agency Finance Execs would meet regularly to discuss issues pertinent to the ad industry. David established FirmDecisions in Melbourne, Australia, to provide clients with the chance to ensure their agencies were complying with their contracts. In 2004, it became obvious that the major growth was in the Northern hemisphere. So, rather than relocating to establish a global head office in London, David sold his share of the business to the existing FirmDecisions senior management. In 2007, David established BROX as a small consultancy to focus on providing client/agency relationship services to clients throughout APAC. In 2011, circumstances suited all parties for David to bring his clients along and rejoin FirmDecisions as the new MD for the Asia Pacific region.

Terry Edwards

Partner - Media Services

terry.edwards@firmdecisions.com

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Terry Edwards

Partner - Media Services

terry.edwards@firmdecisions.com

Terry joined FirmDecisions in 2001 and brings nearly 20 years of media experience to the company. Having 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. Terry’s wide media knowledge and experience gives FirmDecisions’ clients the advantage of a speedy and accurate understanding of the reasons behind media non-compliance issues and the actions required to resolve them.

Orsolya Frémont

Managing Director

orsolya.fremont@firmdecisions.com

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Orsolya Frémont

Managing Director

orsolya.fremont@firmdecisions.com

Orsolya Fremont is an international Sales & Marketing professional. Before joining FirmDecisions in 2012 as European Operations Director, she spent more than 14 years on the client side with leading companies in the very competitive automotive industry - Renault and Toyota. Orsolya has worked in France, Belgium, and Hungary in the areas of brand and product management, sales network animation, and marketing communication. She brings valuable insight into the challenges that multinational companies are facing in the area of advertising. Orsolya holds an MBA Sales & Marketing and speaks fluently French, English, German, and Hungarian.

Tony Newcomb

Partner - Managing Director Latin America

tony.newcomb@firmdecisions.com

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Tony Newcomb

Partner - Managing Director Latin America

tony.newcomb@firmdecisions.com

Tony has had 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. Tony was running an agency group within Brazil prior to joining FirmDecisions in 2004 and has been responsible for running our business and managing client audits and client relationships in Latin America since.

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 started his career in advertising and media in 1995 with the creatively awarded agency TBWA Hunt Lascaris as an accountant and was promoted to group accountant. In 2000 he was promoted to Financial Director of their design unit TBWA Gavin Reddy. In 2005 he joined Mediacom and Grey as Chief Financial Officer in charge of both their media and creative agencies in both Johannesburg and Cape Town. During his time at Mediacom and Grey, Ahmed was also responsible for its expansion into sub-Saharan Africa.

Federica Aperio

Managing Director, Digital

federica.aperio@firmdecisions.com

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Federica Aperio

Managing Director, Digital

federica.aperio@firmdecisions.com

Federica joined FirmDecisions from sister company Ebiquity where she held positions as Head of Digital - International and Head of Digital - North America, over a period of 5 and a half years. She started her digital media career in 2000 working at EHS Brann, and then moved to digital specialist agencies iLevel and Agency Republic before spending a number of years in the ad-network business. Federica was the Head of International Supply for Advertising.com and subsequently become Managing Director of Fox Networks in the UK, growing the business from startup to integration into the broader Fox International Channels business. Federica brings valuable insight into the machinations of digital media having had experience with many of the media and technology platforms prolific in the ecosystem.

Alexander Mauch

Managing Director - Germany, Austria, Switzerland

alexander.mauch@firmdecisions.com

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Alexander Mauch

Managing Director - Germany, Austria, Switzerland

alexander.mauch@firmdecisions.com

Alexander was CFO/Managing Director of Havas Germany, one of the leading media agencies for more than seven years. He has extensive experience of the international media markets. Alexander has a total work experience of more than 20 years in many prestigious international companies around 'high tech' (Telco, Internet, Medical devices, Pharmaceutical and Media). He started his career in the audit firm PricewaterhouseCoopers (PWC).

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 Foy began her Marketing Procurement career at RBS Group in 2000, where she commercially managed the largest UK media pitch to that date. From there she has led both the UK & Global Marketing Procurement teams at Orange followed by 10 years in Vodafone’s Global Marketing Procurement team based in Luxembourg. In her Marketing Procurement roles Fiona has worked across all marketing disciplines with a keen focus on driving media agency value and transparency. She has commercially led all of Vodafone’s media reviews in the last 10 years, from local in-market reviews to the 2 global reviews in the last 6 years with an annual media spend in excess of €650m. She has delivered double digit media value through the agency negotiations, looking to continuously be ahead of the marketplace and locking this into a formal contract with the agency. She is very much looking forward to moving to the ‘other-side’, where she can share her experiences and procurement knowledge with our clients.

Tony Whittingstall

Client Services Director

tony.whittingstall@firmdecisions.com

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Tony Whittingstall

Client Services Director

tony.whittingstall@firmdecisions.com

Since joining FirmDecisions in March 2006, Tony has worked for 10 years in managing advertising/media audits in approx. 50 countries (Europe, North & South America, Middle East, Africa and Asia). Prior to joining FirmDecisions, Tony had 12 years experiences in the Creative Advertising/Marketing Industry with MegaPosters, FutureBrand (Weber Shandwick), and Claydon Heeley Jones Mason, London (a leading UK Omnicom Creative Advertising and Direct Marketing agency).

Elliot Sherrington

Client Services Director

elliot.sherrington@ebiquity.com

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Elliot Sherrington

Client Services Director

elliot.sherrington@ebiquity.com

Elliot has worked for FirmDecisions as a Senior Audit Manager since 2008, and in that time has managed in excess of 150 audits in over 30 countries for a majority of the world’s top 20 largest advertisers. Prior to joining FirmDecisions 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 qualified Management Accountant and a member of the Chartered Institute of Management Accountants (CIMA).

Jenny Kuan

Audit Director, Singapore

jenny.kuan@firmdecisions.com

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Jenny Kuan

Audit Director, Singapore

jenny.kuan@firmdecisions.com

Jenny Kuan started in advertising at the Saatchi & Saatchi and Zenith Media Singapore’s back office in 2000 as a Finance Assistant. She was later promoted to Commercial Accountant of the Finance department, leading the one of the key accounts, Hewlett-Packard's centralized billings process for the Asia Pacific region. Jenny joined David Communications Singapore (under WPP) as a Finance Manager in early 2006 before joining Universal McCann as the Regional Finance Manager, APAC, at the end of 2006. During her 2 years as the Regional Finance Manager, she worked on numerous projects including leading the restructuring and merging of Initiative and UM, the media brands under IPG, to form Mediabrands in Singapore, Taiwan, Hong Kong, and Thailand. Jenny was promoted to Finance Director of Mediabrands Singapore in 2009 and held this position until she joined FirmDecisions in July 2015 as an Audit Director.