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Observatory International


The leading global management consultancy dedicated to helping companies drive brand growth by transforming 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.

Our 16+ year track record of working with many of the world’s leading brands, our proven and robust methodologies and our worldwide reach means we have the knowledge, experience and capability to help more businesses, more quickly across geographies and sectors.

We are privately owned, independent and impartial.  We are motivated and driven by helping Marketing and Procurement professionals fulfil their business objectives and their own potential.

Core Services

  • Marketing organisation design
  • Marketing supplier roster modelling
  • Marketing supplier roster rationalisation and segmentation
  • Marketing supplier search and selection
  • Marketer-Supplier relationship alignment
  • Marketing supplier and Marketer performance measurement
  • Marketing supplier compensation and fee benchmarking
  • Way of Working and Capabilities

Key Personnel

Lucinda Peniston-Baines
Joint Managing Partner (and former Board member and former Vice President of MCA)

Stuart Pocock
Joint Managing Partner

UK Office Locations


Worldwide Coverage

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

Industry Sectors

The Observatory International works domestically and internationally with Marketing and Procurement 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

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

Contact Information


90 High Holborn

Telephone Number

+44 (0)20 3143 0189