About us
The Project X Initiative is an independent strategic think tank and consultancy practice focused on the media, advertising, technology and sports industries.
PXI brings together senior leaders from different industries, disciplines and markets to develop practical solutions that balance commercial needs, innovation and wider industry considerations.
Founded in 2021 by industry veterans Jon Watts and Ian Maude, PXI combines deep sector expertise with extensive industry networks and experience at the highest levels.
Jon Watts – Executive Director
Jon is co-founder and Executive Director of The Project X Initiative and Managing Director of the Coalition for Innovative Media Measurement (CIMM). He is a leading advisor to the media industry, with 25 years’ experience.
He has led high-profile projects for leading industry participants, exploring the growth and development of advanced television and advertising in the US, Europe and other major markets. He founded leading consulting firm MTM and has consulted for many leading media companies.
Ian Maude – Executive Director
Ian is co-founder and Executive Director of The Project X Initiative, with more than 30 years’ experience across digital media, advertising and technology.
He was previously co-founder and board member of Be Heard Group, Director of Digital Media & Technology at Enders Analysis and VP, Advertising & Ecommerce at AOL Europe. He has also played an active role in the development of the UK digital advertising industry, including co-founding IAB UK and serving on its Advisory Board.