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And the winner is...
The winner of the AQR Wendy Gordon Pioneers Award 2025 is Steven Lacey, of The Outsiders.
The judges said
Steven was well ahead of the curve when he set up the Outsiders in 2014. He's leant into his disabilities and demonstrated that if you're curious enough, and care enough, then no obstacle is too big. He's given the under-represented a voice, breaking boundaries with his innovative techniques on the way.and he's been generous enough to share his wisdom and profits more broadly. He's unquestionably brave, a true source of inspiration and a true pioneer.
Other noteworthy entries
The other nominations on the judges' shortlist were:
Paul Burditt, M&S
Gill Ereaut, Linguistic Landscapes
Tom Woodnutt, Feeling Mutual
The AQR would like to thank everyone who entered this inauguarla year of the award.
Judging panel
Rory Sutherland
Vice Chairman of Ogilvy UK
Phil Barden
MD of DECODE Marketing Ltd
Author of "Decoded. The Science Behind Why We Buy"
Dr Shivonne Gates
Head of Impact and Strategy, Class 13
MRS EDI Changemaker Of The Year, 2023
Katya Des-Etages
Research Manager, Channel 4
Caroline Whitehill
Co-Founder and Strategist, Acacia Avenue
Judy Taylor
AQR Board Member
Research and Strategy Consultant
Sarah Fryer
Head of Global Brand Tracking and NPS, Zurich Insurance
Sponsor
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The AQR Wendy Gordon Pioneers Award is sponsored by Acacia Avenue, the insights company which Wendy helped found in 2002.