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Observatory International

Helping organisations transform their marketing resources

The Observatory International specialises in helping Marketing and Procurement professionals to transform their marketing and communications resources.

We do this by helping create the right internal structures, agency rosters and ways of working to deliver the strategy. We improve results through motivational marketing supplier compensation schemes and by making performance tracking easier and more insightful.

We have over a decade of experience working with leading brands across the world. This gives us proven methodologies and case books to deliver more robust and long-lasting solutions, more quickly and across more sectors.

We are privately owned, independent and impartial. Our only goal is helping our clients achieve their marketing ambitions.

Core Services

  • Marketing organisation design
  • Marketing supplier roster modelling
  • Marketing supplier search and selection
  • Client-Supplier relationship alignment
  • Digital marketing transformation strategy and implementation
  • Marketing supplier and Client performance measurement
  • Marketing supplier compensation and fee benchmarking
  • Way of Working and Capabilities

Key Personnel

Lucinda Peniston-Baines

Joint Managing Partner (and current Board member and former Vice President of MCA)


Stuart Pocock

Joint Managing Partner


UK Office Locations

The Observatory International

90 High Holborn



Worldwide Coverage

An integrated network of offices in London, Paris, Hamburg, Zurich, Johannesburg, Dubai, Hong Kong, Seoul, Tokyo, Los Angeles, New York.

Industry Sectors

The Observatory International works domestically and internationally with clients spanning B2B and B2C industry sectors, primarily private sector:

  • Automotive
  • Business and Industrial
  • Charity and Education
  • Energy
  • Entertainment, Leisure and Media
  • Financial Services
  • Food and Drink
  • Health and Pharmaceuticals
  • Household Consumer Goods
  • IT and Technology
  • Property and Construction
  • Retail

MCA Firm Representatives

Lucinda Peniston-Baines
MCA Council Representative & Board Member

Lucinda Peniston-Baines is joint managing partner at Observatory International and sits on the MCA Council and Board.

Contact Information


The Observatory International Limited
90 High Holborn

Telephone Number

+44 (0)20 3883 1633