Colin Macleod started his career in the media department of a small full-service agency before moving to Leo Burnett. After a year as a planner/buyer he joined the company's research department developing planning systems and creating market models. This was followed by a spell at an advertiser (Cadbury Schweppes) where he was a media controller, before joining the newly formed Yershon Media as Research Director. When this company became part of the Carat Group he moved across to Carat Research where he was Research and Development Director with responsibility for the company's research initiatives. He left at the end of April 2000 to set up Colin Macleod Associates which provides a range of data analysis, system development and Excel training services to the media industry. Since that time he's handled assignments for most of the UK's top 15 media buying agencies as well as major media owners and market research companies. Colin is a research consultant at Warc.

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