A PIONEER of the UK advertising industry from Farnham has been appointed a Commander of the Order of the British Empire (CBE) in the Queen’s New Year’s honours list.

Lyndy Payne, 70, who founded the influential marketing consultancy Advertising Agency Register (AAR) in 1975, was recognised for her services to the advertising and marketing communications industry.

It follows a career in which, in the words of her peers, she created an entirely new sector of the marketing and communications industry – the consultant intermediary - which redefined the way marketers approach the selection of their marketing agency partners.

Kerry Glazer, the current CEO of the AAR Group which celebrated its 40th anniversary last year, said of her predecessor: “Lyndy’s initiative and entrepreneurialism was tempered with an innate belief in best practice in all business behaviours.

“Her professional behaviour and excellent reputation led her to become a trusted confidante of many senior marketers and agency leaders across 25 year years of running the company.

“Uniquely, Lyndy’s company has respectfully represented both sides of the relationship divide, giving best advice to both, never becoming conflicted in doing so, and always giving great service.

“Lyndy’s vision and values still permeate the company today, as AAR celebrates its 40th anniversary, an extraordinary milestone for companies in the marketing communications industry and testament to the strong foundation created by, and the reputation of, Lyndy Payne.”

During her career, Lyndy was also a founding member of Women in Advertising and Communications London, representing many of the most senior women in the industry, as well as serving as a secretary for industry charity NABS and raising vital funds for the Royal Marsden Hospital and Childline.

Kerry continued: “Always supportive of start up agencies, offering AAR’s services to them on a pro bono basis until their businesses were established, Lyndy’s generosity with her time and counsel, and her kindness to anyone facing career difficulties or challenges, became well-known.

“Lyndy was, and remains, a highly respected elder stateswoman in the industry, a warm-hearted and loyal individual in what can, at times, be an unforgiving and aggressively competitive business.

“She has been endlessly committed to supporting and developing female talent in an industry dominated by men at senior levels. She has given unstinting support, time and energy to encourage and inspire young women to rise to the challenge and achieve their ambitions.

“Lyndy’s position in the industry was, and is, unique.”

Other Surrey residents honoured include motorcycling and Formula 1 world champion John Surtees (CBE), the first ever female presenter of the BBC’s Match of the Day Jacqui Oatley (MBE) and Ann Summers director Jacqueline Gold (CBE).

In Hampshire, recipients include the former chief executive of Hampshire County Council, Andrew Smith (CBE), and Christopher Napier, countryside campaigner and current chairman of the Campaign to Protect Rural England’s Hampshire’s voluntary planning and policy group (OBE).