Following over 35-years leading advertising and media agency insight functions and consulting for trade associations, research businesses and media owners, Anthony joined Thinkbox in late-2021 to look after day-to-day responsibility for the company’s research output. Studies he has delivered since joining Thinkbox include: BVOD Almighty (exploration of how and why BVOD advertising works), Cracking Creativity (showing the impact of creativity to make a difference and deliver ROI), Profit Ability 2 (the first post-Covid analysis of advertising’s financial impact, and TV’s ROI strength), Media Mix Navigator (econometric powered budget allocation tool), Earning Attention (academic based study proving the importance of audio attention within AV advertising) and Context Effects (revealed the 6 in-home contextual factors that explain 79% of the variation in ad recall – proved that ad context does matter). In what little spare time he has, Anthony is involved in a number of sports organisations and has just stepped down as Manager of his local hockey team having won the national title in four of the six seasons he was in involved.