Lucinda Peniston-Baines

Lucinda Peniston-Baines

Managing Partner at The Observatory International London
London, United Kingdom


Lucinda has worked extensively across the Search and Selection, Roster Management, Relationship and Fee/ Contractual disciplines since 2002, and co-founded The Observatory International in 2006.

She has accrued a bank of both domestic and international client experience in that time having advised Ferrero, KFC (Yum! Restaurants), Network Rail, Shop Direct Group, Matalan and Land Securities - and others - on their Agency Search and Management needs.

She graduated in the early 90s with an honours degree and worked agency-side in account management.

Roles have encompassed classic above-the-line and integrated experience, as well as a foray into brand consultancy. She has headed account teams for Grey and HHCL, and worked on brands spanning numerous market sectors.

Lucinda also chairs the Management Consultancy Association's (MCA) International Policy Working Group. 


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