Tony Effik

Tony Effik is a Global Managing Director at Google, where he leads a business centered on YouTube and Creative solutions using Gen AI technologies. Tony is an accomplished global executive with decades of experience operating at the intersection of advertising, media, and digital technology, with a track record of building high performance teams around the world.

As a leader, Tony thrives at the intersection of data science, team culture, and strategic insight to achieve growth objectives, deliver innovative go-to-market strategies, champion product innovation, and also provide productive spaces for each member of the team to grow professionally.

Prior to working at Google, Tony was an executive at NBCUniversal, and also held digital leadership roles at major agency networks including R/GA, JWT, M&C Saatchi, Wunderman, and Publicis. Tony has contributed to setting industry-wide best practices and standards in both the US and UK with the Internet Advertising Bureau in viewability and social media. He has been a speaker at the ANA, 4As, AdAge, and a judge at key industry awards, such as the Effies, Festival of Media, Jay Chiat Awards, and championed digital upskilling at the United Nations.