Team IMS

MEET THE TEAM

We are a team of highly experienced experts in econometrics, marketing, communications and media effectiveness. We are all former network agency (IPG, WPP) execs, who have built advanced analytics offerings for consultancies, media and PR agencies both locally and globally, We have come together to offer clients the benefit of our combined experience and capabilities in advanced analytics with complete independence from agency groups, and none of the punitive overhead costs.
Alex CEO & Founder

Alex Vass

CEO / Founder
"When Crises strike, don’t waste them. No problems, no progress" Kevin Kelly
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Alex CEO & Founder

Alex Vass

CEO / Founder
Pronouns
He/Him
Year joined IMS
03/2019
Qualifications
MSc Finance & BA Psychology
Experience and Background

Alex has over 20 years’ experience employing MMM, analytics and AI solutions. Alex founded Independent Marketing Sciences with a vision of bringing completely independent expertise in effectiveness and analytics to both brands and agencies – with the sole motivation of bringing the best and most actionable insights to clients.   Prior to founding IMS Alex held global analytics leadership roles and has decades of experience employing analytics across FMCG, services. retail, finance and government.

Outside of work

Alex spends his time either hanging out with his family, or avoiding them on the golf course.

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Paul Managing Director

Paul Young

Managing Director
“The Safest Way to try and get what you want is to try to deserve what you want” Charlie Munger
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Paul Managing Director

Paul Young

Managing Director
Pronouns
He/Him
Year joined IMS
01/2023
Qualifications
MBA Business and BSc Economics
Experience and Background

Paul has 15 years experience in commercial analytics, team leadership, analytics strategy and agile methods. Prior to joining IMS, Paul worked in consulting where he led a range of large scale analytics programmes for leading organisations across retail, tech, gaming and finance.

Outside of work

Paul enjoys going to the gym, chilling in spas, reading and exploring new places

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Dave Chief Technical Officer

Dave Lanham

Chief Technical Officer
“There is always a reason!” David Lanham
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Dave Chief Technical Officer

Dave Lanham

Chief Technical Officer
Pronouns
He/Him
Year joined IMS
01/2020
Qualifications
Bsc Econometrics
Experience and Background

Dave has been working in the MMM field for 14 years, across both media agencies and independent consultancies Dave is a problem solver at heart, and enjoys the challenge of finding the right analytical technique to answer a client’s bespoke questions. He has also driven the development of our in-house software and solutions – encompassing regression, simulations and optimisations Dave’s experience covers a wide array of sectors – including retail, FMCG, automotive, beverages, entertainment, charity, oil and gas, and finance.

Outside of work

David enjoys singing in choirs – and more recently spending quality dad time with his  young daughter!

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Team

Lucy Summerton

Director
"Insanity is doing the same thing over and over and expecting different results" Einstein
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Team

Lucy Summerton

Director
Pronouns
She/Her
Year joined IMS
Qualifications
MA Economics & BSc Mathematics and Economics
Experience and Background

Lucy joined IMS in 2022 as an Analytics Director. Lucy specialises in building bespoke analytics solutions and guiding clients with strategic challenges including market entry and global marketing optimisations. Lucy previously worked at PHD Worldwide where she applied cutting edge analytics and AI across a range of industries automotive, tech, gambling and finance.

Outside of work

Lucy enjoys board games, fancy dress, cheerleading, spending time with her family and walking her dog

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Luke Analytics Manager

Luke Hamilton

Analytics Manager
"An expert is someone who has made all the mistakes which can be made in a very narrow field" Niels Bohr
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Luke Analytics Manager

Luke Hamilton

Analytics Manager
Pronouns
He/Him
Year joined IMS
07/2021
Qualifications
BA Mathematics
Experience and Background

 Luke has over 10 years’ experience employing MMM and marketing analytics. Starting his marketing analytics journey at Ebiquity, Luke has worked across a broad range of clients and sectors including FMCG, services, charity, retail, gaming, travel, and telco.

Outside of work

Luke is a passionate musician, DJ and record collector

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Ba Huy Analyst

Ba Huy Nguyen

Analyst
“You miss 100% of the shots you don’t take” Wayne Gretzky
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Ba Huy Analyst

Ba Huy Nguyen

Analyst
Pronouns
He/Him
Year joined IMS
09/2022
Qualifications
PhD, MA, BSc Economics
Experience and Background

Ba Huy joined IMS in 2022 after completing a PHD in Economics at Oxford Brookes University.   Ba Huy is a modelling lead who uses Machine learning and Advanced statistics to generate powerful insights for our clients. Since joining IMS, Ba Huy has gained valuable analytics experience across tech, retail and the gaming sectors. Ba Huy is also an associate Economics lecturers at Oxford Brookes University,

Outside of work

Ba Huy’s interests are in Astrophysics and Calculus.

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Jack Analyst

Jack Large

Analyst
“Be yourself; everyone else is already taken” Oscar Wilde
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Jack Analyst

Jack Large

Analyst
Pronouns
He/Him
Year joined IMS
09/2022
Qualifications
MSc & BSc Economics
Experience and Background

Jack joined IMS in 2022 after obtaining his MSc in Economics from the University of Sheffield. Before this, Jack had worked across a wide range of industries, both in the UK and Australia, which include; government, sport, research and charity.

Outside of work

Jack is an avid Arsenal fan, and enjoys travelling and playing golf (very badly!).

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Tom Analyst

Tom Gray

Analyst
“I choose a lazy person to do a hard job. Because a lazy person will find an easy way to do it.” Bill Gates
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Tom Analyst

Tom Gray

Analyst
Pronouns
He/Him
Year joined IMS
07/2022
Qualifications
BA Economics & MSc Economics
Experience and Background

Tom joined IMS in 2022 after completing the MSc Economics course at the LSE.   Prior to joining IMS, Tom completed his economics undergraduate course at Durham University. He then completed an internship in portfolio design and risk solutions focusing on quantitative research.

Outside of work

Tom enjoys playing squash, going to the gym, and visiting new countries.

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Ilona Associate Analyst

Ilona Zasadzinska

Associate Analyst
"You define your own life. Don’t let other people write your script" Oprah Winfrey
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Ilona Associate Analyst

Ilona Zasadzinska

Associate Analyst
Pronouns
She/Her
Year joined IMS
08/2023
Qualifications
MSc & BA Economics
Experience and Background

Since joining IMS in 2023, Ilona has worked on a range of marketing and customer analytics projects across retail and tech. Before joining IMS, Ilona studied Economics at university, which included advanced econometrics modules. During university Ilona also undertook an internship at the ONS where she used machine learning to analyse Covid-19 impacts.

Outside of work

Ilona enjoys travelling, sailing, water sports, listening to music and feeding squirrels and ducks

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Magda Associate Analyst

Magda Pietrzykowska

Associate Analyst
"True courage is being afraid, and going ahead and doing your job anyhow, that's what courage is." Norman Schwarzkopf
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Magda Associate Analyst

Magda Pietrzykowska

Associate Analyst
Pronouns
She/Her
Year joined IMS
04/2022
Qualifications
MSc Data Science & BEng Mechanical Engineering
Experience and Background

Magda brings a multi-skilled background from design engineering, venture capital and data science. Prior to joining IMS, Magda worked as an investment analyst for a Sovereign Wealth Fund. In the role Magda used a range of advanced statistical techniques to forecast financial returns. Magda also enjoys presenting work to clients and attending networking and industry conference events.

Outside of work

Magda enjoys playing classical works on her piano

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Cameron Senior Analyst

Cameron Roberts

Senior Analyst
“There are three types of people in life: those who make it happen, those who let it happen and those who don’t know what’s happened” Laurence J. Peter
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Cameron Senior Analyst

Cameron Roberts

Senior Analyst
Pronouns
He/Him
Year joined IMS
05/2023
Qualifications
MSc Computer Science & BSc Economics
Experience and Background

Cameron brings a dynamic blend of data science and innovative problem-solving to IMS. With a strong drive to make a tangible impact, he excels in applying cutting-edge solutions to complex challenges. His two-year journey in the industry is marked by significant contributions to product development, particularly in geo experiments. Cameron has steered his focus towards the architecture of comprehensive solutions, reflecting a deep engagement with both product innovation and user-centric design.

Outside of work

Cameron enjoys rock climbing and running

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