Industry pays tribute to IPA research chief Denise Turner

Hundreds of tributes have been paid to IPA media research director Denise Turner, who passed away suddenly on Friday at the age of 58.

Turner, who joined the industry body as media research director at the end of June 2025, brought extensive experience and a strong dedication to improving the quality and integrity of media research.

She led the TouchPoints initiative and represented the IPA across all the industry’s media research currencies – ABC, Barb, Jismail, Jicpops, Jicreg, PAMCo, Rajar, Route, and UKOM.

She was also a respected industry judge and spokesperson, further contributing to the development and recognition of excellence in media research.

Throughout her distinguished career in media research, spanning more than three decades, Turner made an outstanding contribution to the industry.

Before joining the IPA, she worked for many years in agencies. Having started her career at BBH in 1991, Turner worked at Leo Burnett, Zenith Media and Havas Media Network, before spending seven years at Newsworks.

Turner authored a number of books and reports on communication effectiveness and regularly presented at conferences.

In 2009, she was elected a Fellow of the IPA in recognition of her services to the advertising industry. Two years ago, she embarked on a new challenge as chief executive of Route, overseeing the currency of audience measurement for out-of-home media.

IPA director general Paul Bainsfair said: “We are all devastated by Denise’s sudden passing. She was a brilliant researcher, an exceptional professional and a generous, much-loved colleague.

“Denise brought intelligence, curiosity and kindness to everything she did, inspiring those around her with her insight and passion. Her contribution to media research was profound, and she will be deeply missed by everyone who had the privilege of knowing her.”

Adwanted UK chief executive Greg Grimmer added: “Denise was a much loved colleague and friend. From her agency days, her tenures at Newsworks and Route and latterly at the IPA she demonstrated knowledge, wisdom, tact and most of all always remained great fun to be around. She will be missed by all of us and our thoughts are with her friends and family at this time.”

Global marketing procurement consultant Tina Fegent was among the hundreds who have paid tribute on LinkedIn. She said: “This is such shocking and sad news. I worked with her many times from her days at MPG when she supported us at Orange to her most recent role at Route. She was the best at what she did. She will be missed terribly. My condolences to the IPA team and her family.”

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