Lucinda Peniston-Baines

She graduated in the early 90s with an honours degree and the first ten years of her career were spent agency-side in account management for creative agencies, as well as within brand consultancy.

Lucinda co-founded The Observatory International in 2007 and is a Managing Partner at the London office.

Lucinda is on the Board of the Management Consultancies’ Association (MCA).

She is also a partner and contributor to the WFA (World Federation of Advertisers) and a lecturer for ISBA (“the voice of British Advertisers”) as well as a speaker on all matters related to helping clients get more from their marketing resources.