About us
The Project X Initiative (PXI) is a thought leadership and advisory collective focused on the international media, advertising, entertainment, technology, and sports industries.
We provide an expert-led approach through our unique team, who provide decades of senior management and board-level experience and have extensive networks and relationships throughout their industries.
We aim to combine the professionalism and intellectual rigour of the best consultancy firms with a flexible engagement model adapted to each client’s specific needs.
We undertake a range of engagements from consortium-backed thought leadership initiatives to bespoke consultancy projects for businesses and organisations to longer-term partnerships for leadership teams and executives.
PXI was founded in 2020 by industry veterans Jon Watts and Ian Maude.
Jon Watts – Executive Director
Jon has more than 25 years consulting experience, specialising in television, digital media and entertainment and advising many of the world’s largest media organisations including Sky, Channel 4, Comcast, Facebook and Google. He is currently leading two major industry initiatives – the US TV data Initiative and the European Connected TV Initiative.
In addition to his role at PXI, Jon is the MD of the US-based Coalition for Innovative Media Measurement and an Editorial Advisor to media industry publications The Drum and Beet.TV. He is an Executive-in-Residence at Progress Partners, the M&A investment bank.
Prior to co-founding PXI, Jon founded and led research and strategy consultancy MTM.
Ian Maude – Executive Director
Ian has 30 years experience in advertising and media.
Before co-founding PXI, Ian was Co-founder and Director at Be Heard Group, a digital marketing services group, where he led group development. Previously, he was Director of Digital Media & Technology at Enders Analysis where he published extensively on digital media and consulted for numerous companies and organisations.
Prior to joining Enders Analysis, Ian was VP, Advertising & Ecommerce at Aol Europe, where he built its UK advertising sales organisation and was a member of the UK supervisory board. While at Aol he co-founded the Internet Advertising Bureau in the UK.