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

David Brocklehurst

Chairman & Founder

david.brocklehurst@firmdecisions.com

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David Brocklehurst

Chairman & Founder

david.brocklehurst@firmdecisions.com

David, a qualified CPA accountant, founded FirmDecisions in 1997 and remained Global CEO 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.

Federica Bowman

Global CEO

federica.bowman@firmdecisions.com

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Federica Bowman

Global CEO

federica.bowman@firmdecisions.com

Federica is FirmDecisions’s Chief Executive Officer, based in the London office. Before her appointment she was Managing Director for FirmDecisions’ global digital services. She joined FirmDecisions in 2015 from sister company Ebiquity where she was International Head of Digital for 5 and a half years. Prior to that she was Managing Director of Fox Networks, a division of Fox International Channels, Head of International Supply at Advertising.com, and held various digital media planning and buying roles at Agency Republic, i-Level, and EHS Brann.

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.

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

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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

Luis joined in 2018 and is a CPA with 20 years of experience in the advertising industry. He was regional CFO at Starcom MediaVest Group for Latin America, and before that, CFO at Starcom MediaVest Group and Leo Burnett Argentina. Luis has also worked at PwC in agency financial compliance auditing, across most of the Latin America markets. He speaks Spanish, English and Portuguese.

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.

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.

Paulina Seguel

Senior Consultant, France

paulina.seguel@firmdecisions.com

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Paulina Seguel

Senior Consultant, France

paulina.seguel@firmdecisions.com

Paulina joined in 2018 with 10 years’ sector experience as Operational Financial Controller and Head of Audits in a WPP Media Agency. Prior to this agency experience, Paulina was an auditor at PwC and is skilled in Internal and External Audit, forecasting and Internal Controls. Paulina speaks fluent French, Spanish and English.

Javier Blanco Andreu

Senior Consultant, Spain

javier.blanco@firmdecisions.com

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Javier Blanco Andreu

Senior Consultant, Spain

javier.blanco@firmdecisions.com

Javier joined FirmDecisions in 2019 after having worked at GroupM as Internal Auditor and at Havas as Financial Controller. He has also worked for other non-media companies, such as Garrigues, Ebro Puleva and AXA in different finance and internal audit positions. Javier has a degree in Business Administration (CUNEF), a Course in Audit (REA) and a Program for Management Development (ESADE).

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.

Dale Garvie

Managing Director, APAC

dale.garvie@firmdecisions.com

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Dale Garvie

Managing Director, APAC

dale.garvie@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

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Jocelyn Wang

Managing Director, China

jocelyn.wang@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.