Sean began his career as an advertising account handler, before evolving into a strategy planner during a journey that took him from London to Sydney where he worked for Australia’s top creative agency. He joined a media agency as planning director when such roles were unknown, before founding a research and strategy company called The Seed which he ran successfully in Sydney for 10 years. Along the way, he was Chair of the Account Planning Group and is a full member of the Market Research Societies in both Australia and the UK. Returning to England in 2012, Sean continued his love affair with media, joining News UK to head up their Commercial Insights department, developing award-winning research initiatives for News UK’s flagship newspaper brands, The Times, The Sunday Times and The Sun. 

In 2016, Sean relaunched The Seed and has been working with Brand Metrics since 2018, helping the company scale beyond their roots in the Nordics to their current footprint, providing brand lift solutions to 40+ publishers all over the world. Sean has particular responsibility for helping publishers, agencies and advertisers extract meaningful and practical insights from their brand lift data.

Topics: Advertising effectiveness, research and methodology, the science behind measurement, measuring brand uplift, how metrics tie into campaign planning