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ADIA Board 2021-22

The following office bearers were elected unopposed at the AGM on Thursday 28 October, for a one-year term 2021-22:

1. George ZdanowiczPresidentEnhance Research
2. Marc L’HuillierVice-PresidentEY Sweeney
3. Josephine FotiSecretaryWallis Social Research
4. Sarah WrigleyTreasurerGundabluey Research

Six Ordinary Board members were also elected unopposed:

1. Martin Filz, Pureprofile
2. Diane Herz, The Social Research Centre
3. Rob McLachlan, TRA Australia
4. Laura Robbie, YouGov
5. Simon Wake, Ipsos
6. Jenny Witham, Fiftyfive5

ADIA Board Office Bearers

President - George Zdanowicz

Enhance Research

George is the CEO of Enhance Research, based in Brisbane. He has over 25 years’ experience in market and social research, having worked in both client and agency research roles. George is a Qualified Professional Researcher (QPR) and a Fellow of the Australian Marketing Institute (FAMI) and Certified Practicing Marketer (CPM). George has been an active participant in the industry including a long-term involvement with ADIA, serving as Treasurer for two years prior to being elected President for the first time in 2019.

George continues to focus on ensuring that ADIA delivers valued services to its members and actively represents the progressive and diverse research and insights industry.

George is Chair of the Regulatory and Industry Statistics Sub-committees and member of the Broader tent sub-committee.

To contact George – 0412 370 393

Marc L’Huillier

Vice President - Marc L’Huillier

EY Sweeney

Marc has over 25 years’ experience in the industry and has conducted research across a wide range of countries. He was the CEO of Sweeney Research for ten years and in that role led the business through the 2014 acquisition by Ernst & Young (EY). Now as a Partner in Advisory at EY and the Managing Partner of EY Sweeney, Marc brings a broad perspective to ADIA. Marc draws on his role in a major global professional services firm to ensure the industry continues to be well positioned for the future.

Marc has been an active industry participant over a long period of time, including sitting on the ADIA committee for the past eight years which saw him play a key role in re-shaping the annual Leaders Forum. As a key member of the Executive, Marc continues to focus on helping to ensure ADIA is a progressive, effective, and relevant organisation for all members.   Mark is Chair of the Member Services sub-Committee.

To contact Marc – 0413 919 195

Sarah Wrigley

Treasurer - Sarah Wrigley

Gundabluey Research ​

For over 20 years, Sarah has run her own successful consultancy, Gundabluey Research, based in Victoria and prior to that spent 10 years at ACNielsen.  Sarah is an active member of industry holding various roles across many years, including as an ADIA Executive member from 2012 to 2015, the wider committee and chair of the Leaders Forum sub-committee.   Sarah is also a long term The Research Society IRG member, has won two Research Effectiveness Awards and has been a member of the TRS for 30 years.   Sarah has served across four boards, including Chairman of a Community Bank for eight years and the prestigious Royal Botanic Gardens of Victoria Board and brings considerable governance, risk, and finance experience as well as an understanding of running a successful small business.

In 2021-22, Sarah continues in the role of Treasurer to ensure ADIA member funds continue to be managed judiciously on behalf of members and ADIA maintains its current robust financial position.

Sarah is Chair of the Leaders Forum and Broader Tent Sub-Committees.

To contact Sarah – 0412 186302

Secretary – Josephine Foti

Wallis Social Research

Josephine is a passionate leader and researcher with over 20 years’ experience in the industry. The director and owner of Wallis, she works with all levels of the business to drive continuous improvement and industry best practice.

Josephine has a wealth of knowledge across a diverse range of industries and has been responsible for many high-profile, complex projects. She is particularly interested in research in the area of disadvantage and working with marginalised and vulnerable groups.

A long term ADIA member, she continues in the position of Secretary to continue helping shape the future of research – ensuring it is useful, usable and accessible to all.  Josephine is a member of the Leaders Forum and Broader Tent sub-committees.

To contact Josephine: 0401 518 191

Ordinary Board members

Martin Filz

Martin Filz


Martin is CEO at data and insights business Pureprofile. With more than 20 years’ experience, Martin is one of the most well-respected and influential research industry leaders. He has worked in several senior executive positions, including as EMEA and APAC Managing Director at Research Now (now Dynata) and EMEA/APAC CEO at Kantar-owned, Lightspeed GMI.

A pioneer of online measurement and research, Martin is active in digital and research bodies including the Market Research Society, and the Interactive Advertising Bureau (IAB).

Martin is a member of the Member Services sub-committee.

To contact Martin: 0466 356 388

Laura Robbie


Laura is the General Manager of Australia for the international market research and data analytics company, YouGov.

In her data focused career over the last 15 years, Laura has worked in Europe, the States and extensively throughout Asia. Her experience and interest are in digital innovation and scaling businesses and teams for success following acquisitions and mergers. She has successfully restructured and led teams through the aftermath of several global and local market acquisitions – Research Now by Erewards, GMI by Lightspeed Research and most recently Galaxy Research by YouGov. Laura has been actively contributing to the research industry for some time, having served as an ADIA committee member for five years, as a long-time member of The Research Society and through other training and mentorship roles.

For many years, Laura has been recruiting into the industry with a firm focus on Inclusion and Diversity. She has an extensive network in the Australian market and is dedicated to making Market Research an attractive proposition and career path for top talent.

Laura is a member of the Leaders Forum sub-committee.

To contact Laura: 0416 604 314

Rob McLachlan

TRA Australia

Rob McLachlan is a Director of newly created TRA Australia. He was previously Chairman of Kantar Australia/NZ following the sale of Kantar Global. Prior to his chairman’s role, Rob was Chief Executive Officer of WPPAuNZ’s Data Investment Management (DIM) group, which include Kantar Millward Brown, Kantar TNS (ANZ), Kantar Added Value, Colmar Brunton (ANZ), AMR, ORU and Lightspeed. Rob has a long and distinguished career with our industry having worked at WPP AUNZ (previously the STW Group) for more than 12 years, in a range of senior finance and operations roles. Prior to joining the group, he was Finance Director at ACNielsen for 19 years, and CFO at AGB McNair.

In addition to his professional contribution, Rob held the role of AMSRO President from 1996 to 2000 and Treasurer from 2002 to 2018, his involvement in the industry dates back over 35 years. Rob continues to bring his extensive experience to the table, helping guide the peak industry body’s strategic direction and ensuring longevity and financial sustainability on behalf of members. Rob is chair of the Industrial Relations and member of the Industry Statistics and Leaders Forum Committees.

To contact Rob: 0416 179 243

Diane Herz

Social Research Centre

Diane Herz is CEO of the Social Research Centre. During her 30+ year career in economic and social research, she has held research, management, and executive roles in both the public and private sectors.

Diane is passionate about ensuring that the research SRC (and the industry broadly) conducts provides trusted evidence that will ultimately improve lives. She has led efforts informing areas including education, labour, domestic violence, family support, early childhood development, and equity.


Prior to joining SRC, she was Chief Diversity Officer and Vice President of Human Services Research at Mathematica Policy Research and Chief of the Division of Labor Force Statistics at the U.S. Bureau of Labor Statistics. Diane is a member of ADIA, The Research Society, the American Association for Public Opinion Research and the American Statistical Association. Diane is a member of the Spam Blocker committee.

To contact Diane: 03 9236 8500

Simon Wake

Simon Wake


Simon Wake is the CEO for Ipsos in Australia & New Zealand. Simon was previously Managing Director of Ipsos MediaCT and prior to that was Director of Marketing at Fairfax Media, after working in news media publishing for close to 10 years.

Simon joined the ADIA Executive over seven years ago and continues to bring his knowledge of the industry and understanding of business leadership, digital marketing, brand strategy, communications research, business development, PR and communications strategy and planning to the Association.

To contact Simon – 0410 650 841

Jenny Witham


Jenny is a Partner at Fiftyfive5 and leads the Melbourne business. Jenny has spent over 20 years in market research consulting, pursuing her passion for consumer and citizen insights that translate into strategy. She is a business and client leader, consulting with many of Australia’s leading brands and organisations. Jenny’s previous roles include Executive Director, Strategic Client Partner for Kantar, Chief Client Officer of Colmar Brunton, and Jenny spent 9 years as Managing Director of Colmar Brunton in Melbourne.

Jenny has been a member of the ADIA Advisory Committee since January 2018 and joined the ADIA Board in 2021. She is a member of ESOMAR and The Research Society and enjoys presenting at industry conferences and events to share thought leadership and client success stories. Jenny brings her experience in company leadership and a growth focus to the association.

Jenny is a member of the Member Services sub-committee

To contact Jenny – 0402 272 044

Sarah Campbell

Chief Executive Officer, ADIA

ADIA’s Chief Executive Officer for ten years, Sarah Campbell manages the day to day running of the Association.  A communications and stakeholder engagement specialist, Sarah has over 20 years’ experience in corporate, government and public relations and prior to joining ADIA worked for some of Australia’s most recognised organisations including: FOXTEL, ABC-TV, News Corp and UNICEF.

Key achievements under Sarah’s administration include: the launch of the industry Trust Mark – a co-regulated industry initiative; the development of Australia’s only industry registered APP Industry Privacy Code (independently reviewed and relaunched 2021); a reinvigorated annual Leaders Forum conference; industry advocacy with significant progress and changes on the IPND Scheme and stronger connections with government; an effective UWU-ADIA Agreement (two over six years); the introduction of new strategic partnerships and more recently, the Inquiry into the Performance of the Opinion Polls at the 2019 Australian Federal Election and the successful rebrand of AMSRO to ADIA to support the Association’s strategic direction.

To contact Sarah: 0460 012 092