Lucinda  Peniston-Baines

Lucinda Peniston-Baines

Founder & Managing Partner at The Observatory International
London, United Kingdom

About me

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Founder & Managing Partner
The Observatory International
New York City, United States
Lucinda co-founded The Observatory International in 2007, and is a Managing Partner at the London office.
She graduated in the early 90s with an honours degree and the first ten years of her career were spent agency-side in account management for classic Above-the-Line and integrated agencies, as well as within brand consultancy.
Her “insider” understanding of agencies led her to move into the agency management consultancy category in 2002, since when she has worked extensively across Agency Search and Selection, Resource and Roster Optimisation, Performance Management and Agency Compensation disciplines.
Lucinda is on the Board of the Management Consultancies’ Association (MCA). She is also a regular lecturer for ISBA (“the voice of British Advertisers”) and a speaker on all matters related to helping clients get more from their marketing resources. 
Managing Partner UK
Lucinda has worked extensively across the Search and Selection, Roster Management, Relationship and Fee/ Contractual disciplines since 2002, and co-founded The Observatory International in 2006 (now Roth Observatory International since November 2013).
She has accrued a bank of both domestic and international client experience in that time having advised Ferrero, KFC (Yum! Restaurants), Network Rail, Shop Direct Group, Matalan and Land Securities – and others – on their Agency Search and Management needs.
She graduated in the early 90s with an honours degree and worked agency-side in account management.
Roles have encompassed classic above-the-line and integrated experience, as well as a foray into brand consultancy. She has headed account teams for Grey and HHCL, and worked on brands spanning numerous market sectors.
Lucinda also chairs the Management Consultancy Association’s (MCA) International Policy Working Group. 

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