Helen Edwards Succeeds Karina Wilsher as Effie UK Council Chair

Mar. 13, 2025

Effie UK has appointed Dr Helen Edwards, Adjunct Associate Professor of Marketing at London Business School, brand consultant and author, as its new Council Chair.

This marks the first time that Effie UK has announced a change to the role, which has been held by Karina Wilsher, Partner and Global CEO of Anomaly, since January 2020. 

During her five years as Council Chair, Karina played an instrumental role in helping to establish Effie in the UK, working closely with the Council to shape its foundation and ensure its ongoing success. In addition, she has been a member of the Effie Worldwide Board of Directors since July 2017, contributing her expertise to the global growth of the organisation.

Helen has been a valued member of the Effie UK Council, and in addition to her work in academia and journalism, she has also been the owner of boutique brand consultancy Passionbrand since 2000. Her appointment reinforces Effie’s standpoint that, while it still has an important role to play, marketing is so much more than traditional advertising.

The Effie UK Council is a committee of 19 highly respected senior marketing professionals who meet regularly to provide advice and support to the UK organisation. 

Members are drawn from right across the industry to ensure that the committee is representative of the diversity of experience, expertise and background that exists in the marketing sector today. What all of the council members have in common is a passion for putting effectiveness at the heart of what marketing can do. 

Helen Edwards, Adjunct Associate Professor at London Business School, brand consultant, author, and Effie UK Council Chair, said:

“After being part of Effie UK’s Council for 3 years, I’m excited to take on this important role within the organisation and help steer it toward further success in the future. Effie UK wants to be at the forefront of new thinking and new understanding about the wider role that marketing can play in growing brands and businesses, and there is a lot that the marketing community can learn from the world of academia.”

 

Rachel Emms, Managing Director of Effie UK, commented:

“I would like to thank Karina for her support over the past five years. 2024 was Effie UK’s most successful year so far, and Karina has played a vital part in helping to build up our organisation in the UK. I’m also thrilled to welcome Helen as our new Council Chair, and I look forward to seeing all that she will help us achieve in the future. Her appointment sends out a message about Effie UK’s expansive thinking about the industry. Helen is a person with integrity who will hold us to account, and I look forward to working with her more closely.”