Andrew Sharp Before starting Value-Judgement Andrew led PriceWaterhouseCoopers’ UK Brand Economics & Finance team. Projects ranged from media optimisation, return on marketing investment analytics, price optimisation, due diligence work and transfer tax calculations. Since starting Value- Judgement he has consulted for a top 3 global quantitative research agency developing brand valuation and implicit attitude techniques. He is currently a visiting fellow at Imperial Business School within the Intellectual Property Research Centre Prior to PwC he worked for Interpublic’s Initiative Media, Magna Global and Universal McCann operations in both London and New York. He won the UK’s IPA Grand Prix 1998 award for Media planning.  In NYC he ran advertising effectiveness analyses for clients such as Unilever North America, Bell South, Bank of America and Coca Cola. Also developed successful US TV upfront and scatter market price forecasting models After gaining an MBA at the London Business School in 1991 (Winner of the first LBS prize for Marketing.) he worked at Channel 4 TV before joining London Economics. He started his career in marketing as a petfood brand manager before moving into advertising as an account director at Saatchis and Y&R. : Andrew Sharp Brands, Media and Money