Karen Williams, BA (Hons), MSc, MCIPR, Managing Director

Having survived twenty years on the client side, managing marketing and PR campaigns around the world, Karen knows how it feels to stand in the boardroom attempting to justify the marketing budget.  The importance of measurement in marketing and PR campaigns was drilled into her as one of the earliest MSc students in Public Relations and she believes the industry still needs to embrace more effective monitoring, feedback and evaluation tools.  As a consultant, she has worked across market sectors advising on marketing and communication strategy and is an expert in developing content-rich campaigns to achieve thought leadership. She is also a visiting lecturer in Communication Studies.  At Spectrum, Karen’s commercial perspective keeps us on the rails strategically and focuses the team on delivering answers to the difficult questions about outcomes, opinions and value-for-money that strike fear into the hearts of marketing professionals. 

Mark Westaby, BSc (Hons), FAMEC, Director

Spectrum’s founder and product development director, Mark Westaby is one of Europe’s leading authorities on measurement and evaluation of marketing communication.  In 1993 he founded Metrica, which is now one of the largest independent media evaluation companies in Europe.  Mark sits on the board of the International Association for Measurement and Evaluation of Communication (AMEC) and was its Chairman for four years, during which he introduced the Communication Effectiveness Awards.  More recently he has been instrumental in the evolution of professional standards through the AMEC College.  Mark has had papers published by the World Advertising Research Centre and the leading market research journal Admap and he regularly speaks at conferences, seminars, universities and colleges.  His ability to predict market needs and conceive new solutions brings terrific impetus to the team and never fails to inspire our clients.

Tony Breyal, BSc (Hons), Head of Research

Tony is Spectrum’s technical mastermind, who takes our concepts and works his magic behind the scenes to develop and constantly improve our service capabilities.  A mathematics graduate specialising in modelling and statistical analysis, he always finds a way to make the computers do what we need them to do, processing huge volumes of data in real-time with the bare minimum of human intervention.  Tony also ensures that all our research and evaluation is based on sound scientific principles, producing consistently accurate and totally credible analysis and reporting.

Jim Surguy, Director

A well-known and highly-respected advertising and marketing professional, Jim’s experience brings to the Spectrum team deep understanding of the needs of marketing professionals.  His views and opinions are sought after in the industry and are a terrific source of inspiration to all of us.

Tony Bond, Director

Also a highly-regarded marketing industry consultant, Tony’s financial experience helps keep us all on track.  He plays the role of “devil’s advocate” on the team, ensuring that we keep customer needs in mind when developing products and services that must add value in the real world.