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)
E: lucinda.penistonbaines@observatoryinternational.com

Stuart Pocock
Joint Managing Partner
E: stuart.pocock@observatoryinternational.com

UK Office Locations

London

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: