Green (pictured) is a strategist and founder who has sold two creative agencies, Fallon London and 101, during his 30-year career in advertising. Most recently, he has advised agencies, brand owners and media owners on strategy, storytelling, growth and exit.

He chaired the IPA Effectiveness Awards in 2006, edited its Advertising Works, And How publication in 2005 and was later made a fellow of the organisation for services to effectiveness.

Green will lead the IPA’s effectiveness pillar, including providing strategic direction, managing the organisation’s Effectiveness Leadership Group and leading projects on effectiveness research and development content relating to the annual EffWorks conference.

He will also oversee teams and processes for the IPA Effectiveness Awards, databank and accreditation. He takes up the role from 4th July.

Paul Bainsfair, director general, IPA, said: “As the tough economic climate continues, with companies’ purse strings ever tightened, being able to demonstrate marketing effectiveness as the engine of business success is more vital than ever.

“This is why we are delighted to welcome Laurence, with his extensive hands-on effectiveness and industry experience, to the IPA to continue to equip our industry with the knowledge, research and tools to prove and fuel the power of marketing communications in driving business growth.”