Real marketing performance doesn’t come from shortcuts. It comes from science.
At 181st Street Communications, we don’t peddle hacks. We build human understanding. Our work is grounded in evidence, not instinct – fusing behavioural science with creative intelligence to drive results that matter: commercial, social, and environmental.
That’s why we’re delighted to announce that our Managing Partner, Dr. Andrew Lumsden-Groom, has been named in the 2025 Performance Marketing World Power100 – ranked number 17 in the entire industry.
“The impact to business is clear here,” one judge commented. “Some of his achievements are hard to still be able to achieve in this day and age.”
Judged by senior marketers from companies including Microsoft, Amazon and Samsung, the PMW 100 recognises the performance marketing professionals driving the most positive change – through innovation, thought leadership, and results that set a gold standard.
This marks our second consecutive year on the list, following our Senior Managing Partner Sian Conway-Wood’s 2024 inclusion as the ‘E-commerce Ethicist’. We’re proud to be setting the standard once again.
Andrew isn’t just a strategist. He’s a behavioural economist disguised as a performance marketer – or perhaps the other way around. A former political adviser turned e-commerce whisperer, he co-founded 181st Street and also leads our in-house Behaviour Lab.
It’s here we go beyond personas and purchase intent. Andrew leads our work to decode the real, often unconscious, reasons why people act, click, convert, or care. We don’t take audiences at face value. We run experiments, not just ads. We measure real-world behaviour, not just campaign reach.
In 2024, that approach drove exceptional results for purpose-led brands like Y.O.U Underwear. By applying the peak-end rule to reframe post-purchase messaging – and redefining empowerment not as aspiration, but accessibility – Andrew’s work increased sales, boosted returning customer rate, grew lifetime value, and enhanced brand credibility. All without a single penny of additional adspend.
Once again, we’re proud to see evidence-based marketing recognised at the highest level.
Because our work doesn’t just deliver engagement. It delivers return – an average of £6.23 in gross profit for every £1 invested. That’s industry-leading ROI – and we’re still the only UK agency transparent enough to publish it publicly.
This recognition is more than a personal accolade for Andrew. It’s a validation of everything we stand for:
- That purpose doesn’t have to mean performance compromise.
- That evidence-based creativity works harder.
- And that when you understand people properly, marketing becomes magic.