Turner has been chief executive at Route, which is responsible for the currency of audience measurement for out of home media, since June 2022. 

Prior to that, she led research and insight for Newsworks, after an agency career which included roles at Havas Media Group and Leo Burnett.

Turner succeeds Beeftink, who retired at the end of 2024 after 16 years as research director. Turner will join the IPA when she has completed her notice period at Route. 

In her new role, Turner will lead the TouchPoints project, which has 75 industry subscribers and produces an annual survey of consumer media habits, as well as thought leadership events and publications. 

She will also be the IPA industry representative on all industry media research currencies – ABC, Barb, JICMAIL, JICPOPs, JICREG, PAMCo, RAJAR, Route and UKOM.

Paul Bainsfair, director general, IPA, said: "As the tough economic climate continues, with companies’ purse strings ever tightened, being in touch with consumer trends is more vital than ever as is knowing what we can expect next. So we feel very fortunate to be welcoming Denise to the IPA senior management team. Her breadth of experience makes her perfectly placed to lead the IPA media research responsibilities which includes both TouchPoints and the industry’s JICs.”

Turner said: “This role is a huge honour and privilege. People may not know this, but it has been carried out with great integrity by just three women in the last 50 years – Janet Mayhew, Lynne Robinson and Belinda. I am inspired by all of them. I truly believe that quality matters – whether for our world-class industry currencies, media research, advertising or content creation.”

Beeftink said: “I cannot think of a better qualified person to pick up the reigns of this hugely complex and challenging ecosystem and I know she will deliver the very best for the IPA, its members and the wider industry.”