Tim Ambler researches the measurement of marketing performance and procedures for EU and UK government regulations. Books include The Sage Handbook of Advertising (2007, co-edited with Gerard Tellis), Marketing and the Bottom Line (2000, 2003), and Doing Business in China (2000, 2003, 2008, with Morgen Witzel). A Fellow of the Adam Smith Institute, The Marketing Society and the Australian Marketing Institute and previously Joint Managing Director of IDV, now part of Diageo plc, he was involved in the launch of Baileys, Malibu and Archers and the development of Smirnoff Vodka worldwide.