Lucinda Peniston-Baines

Lucinda co-founded The Observatory International in 2006 and is a Managing Partner at the London office. 

She is a regular speaker for the WFA (World Federation of Advertisers) on all matters related to helping clients get more from their marketing resources, and is a WFA “70 in 70” leader who is recognised as having helped progress the global marketing industry’s agenda. Lucinda was on the Board of the Management Consultancies’ Association (MCA) 2015-2023 and remains an active member of its D&I and Women in Consulting working groups.

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 classic Above-the-Line and integrated agencies, as well as within brand consultancy.  It was this “insider” understanding of agencies that led her to move into the agency management consultancy category in 2002 and ultimately to the establishment of The Observatory International.