Director of Consultancy & Best Practice

Debbie has spent the last 30 plus years immersed in the advertising industry.  She began her career as a planner in several regional ad agencies, moving onto the client side for a short spell and then joined ISBA in 1989 – where she is now Director of Consultancy & Best Practice and part of the management team which runs this client side trade body.

She manages a team which looks after the practical consultancy needs of ISBA’s British advertiser members who represent 3000 brands spending approx. £10b annually on communications activities.  She delivers more than 1500 consultancy projects and conversations with advertisers each year, including running 80 plus agency pitches, helping to create and negotiate multiple agency contracts, including framework media terms which are challenging media transparency issues.  Benchmarking fee structures and being involved in numerous discussions on how to improve client/agency relationships.

Via a constant dialogue with CMO’s and Procurement teams she has her finger on the pulse of all key trends in client/agency relationships from in-housing, production de-coupling, influencer marketing to marketing transformation and much more.

She has an in-depth knowledge of the UK agency marketplace and beyond and monitors key trends in the communications industry on a global basis, speaking at conferences and providing commentary on key issues in the press.   

She is a pro-activist in the development of industry best practices/guidance and was instrumental in developing and negotiating model framework agreements for creative services to reflect the more converged services of our contemporary communications world.  Responding to the trend in use of influencer marketers she also created the world’s first set of framework agreements for brands working direct with social talent, this work won a WFA Presidents Award in 2018 for excellence in industry Leadership, her third award for industry leadership activities.

She also works very closely with the UK agencies' trade bodies to develop guidance on how clients can obtain the maximum effect from relationships with communications suppliers. Current projects include an initiative involving the 6 media agency networks, CMO’s and  procurement heads to improve trust and sustainability in client media agency relationships, following a turbulent few years with transparency issues driving he agenda.  

She works closely with academics tracking trends through studies into agency remuneration and contract management, agency relationships & evaluation, marketing resources structures etc.

Debbie holds an honours degree in Fine Art, qualifications in Marketing and has attended and is now part of the Hyper Island Alumni.  She is also a member of the elite women’s group WACL.

"I was delighted to agree to judge the business awards.  Much of my time is spent advising advertisers on their commercial negotiations with their agency partners so I know how important it is for an agency to have a great commercial backbone and be run effectively and efficiently .  Our communications world is ever evolving so I will be looking in particular for evidence of progressive and innovative or new ways of managing the agency business which reflect the realities of the new dynamic communications world."

Judging panel

Tina Fegent

Tina Fegent Ltd

Steve Hyde

iotec global

Amelia Torode

The Fawnbrake Collective

Liz Wilson

Chief Operating Officer
Karmarama | Accenture Interactive

Tim Bonnet

The Unlimited Group

Ash Tailor

Global Brand & Marketing Director

Ali Hanan

founder & ceo
Creative Equals

Andrew McGuinness


Ant Hill

Head of Creative Agencies
Google UK Ltd.

Gaele Lalahy

Head of Brand Communications
Panasonic UK & Ireland

Peter Reid

Chief Executive Officer
MSQ Partners

Tim Hussain

Managing Principal
Ebiquity plc

Caireen Wackett

Managing Director

Paul Wright


Joby Russell


Claire Humphris

iris Worldwide

James Gill

Director of Agency and Channel sales EMEA

Sandra McDill

Global Digital Media Director

Steve Antoniewicz

Head of Consulting

Lisa Jeden

Global Head of Brand PR & Corporate Communications

Debbie Morrison

Director of Consultancy & Best Practice

Ben Moutrie

The Midnight Club

Paul Hammersley

Harbour Collective

Debarshi Pandit

head of multicultural business / special projects