Customer Experience & Marketing

Why organisations work with Matt Davies He has built positioning work for both regulated giants and founder-led companies, including Nestle, Boots, Specsavers, Virgin, Nikon and Capital One, so the methods have been tested across categories rather than refined inside one. His Brand Strategy Triangle gives executive teams a single shared structure for four arguments they usually have separately: why we exist, who we serve, how we show up, and what we offer. He pushes back hard against generic purpose statements. His “Purpose Fatigue” argument is built for boards tired of green and social washing being mistaken for strategy. He sits inside the practitioner conversation, not above it. Co-hosting the JUST Branding podcast with over 500,000 downloads means the frameworks he brings into a room have been pressure-tested against the working strategists who use them. Operator credibility: he founded, scaled and sold a branding agency, then ran an in-house creative function at Capital One UK. He has been on the buyer’s side of brand work, not only the consultant’s. Biography highlights Author of Storyategy, a six-step process for building a brand strategy on story foundations. Co-host of the JUST Branding Podcast with Jacob Cass; 500,000-plus downloads, guests including Marty Neumeier, David Aaker, Denise Lee Yohn and Chris Do. Named Top 50 UK Advisor by Enterprise Nation in 2019, 2020 and 2021, in the branding and design category. Certified Level C Brand Specialist, Strategist and Architect; Silver Star recipient in the 2020 LEVEL C Metaskills Challenge. Founder of Matt Davies Consultancy Ltd; advisory and fractional roles at Newfound, Motto and ikon. Earlier career: founder of Attitude Design (2008 to 2017, acquired); Creative Department Manager at Capital One UK, where he established the in-house Creative Studio. Biography Most companies do not have a positioning problem. They have a clarity problem. The leadership team cannot agree, in plain language, on the answer to why we exist, who we serve, how we show up and what we sell. Marketing fills the gap with purpose statements that could belong to any competitor in the category. That is the gap Matt Davies works in. His Brand Strategy Triangle reduces a year of internal debate to four questions a board can actually answer in a room together. His book Storyategy sets out the six-step process behind it, built on the argument that a brand is a story an organisation has to live, not a statement it has to write. The credibility comes from having sat in every seat. He founded the branding agency Attitude Design in 2008, ran it for nine years and sold it. He then built and led the in-house Creative Studio inside Capital One UK, learning what brand work looks like inside a regulated business with operational constraints. Today he advises CEOs, CMOs and founders through his consultancy and fractional strategy roles at Newfound, Motto and ikon, with named clients including Nestle, Boots, Specsavers, Virgin, Nikon, Fred Perry and Experian. He also keeps one foot inside the practitioner debate. The JUST Branding podcast he co-hosts with Jacob Cass has passed 500,000 downloads and put him in conversation with Marty Neumeier, David Aaker, Denise Lee Yohn and most of the working canon of brand strategy. Enterprise Nation has named him a UK Top 50 Advisor for three consecutive years in branding and design. Key speaking topics Brand positioning and category differentiation Story-led brand strategy Purpose, meaning and the limits of purpose marketing Customer experience and brand alignment Leadership vision and internal brand Culture and brand as one strategic asset Brand-led growth for founder and scale-up businesses Ideal for CEOs, founders and MDs leading a repositioning, a rebrand, or a category shift CMOs and brand directors are trying to land a single positioning argument across a leadership team Boards and ExCos are tired of generic purpose statements and are looking for a more commercial alternative Marketing and design leaders inside large or regulated organisations who need their work to be understood as strategy, not decoration Audience outcomes A working answer to the four questions of the Brand Strategy Triangle, applied to the audience’s own business A sharper view of where the company’s positioning is generic and where it is genuinely defensible A clearer language for talking about brand inside the leadership team, beyond logos and taglines A practical critique of purpose-driven messaging and a workable alternative built on customer-centric ideas Confidence that brand strategy is a commercial growth tool, not a marketing afterthought

Why organisations work with Alex Polizzi She has walked into more than a hundred real struggling businesses on camera and named exactly what was failing – her credibility is documented and specific, not theoretical. Audiences working on customer experience get something rare: an operator who can describe the gap between management assumption and customer reality from both sides of the front desk. Her commercial advice carries a weight most speakers cannot match – she applies the same standards to The Polizzi Collection’s three boutique hotels as she applies to the businesses she advises, with her own balance sheet as the test. Her BBC Two series The Fixer took her diagnostic approach beyond hospitality into retail, manufacturing, and food service – making her relevant to any audience grappling with family-run or founder-led business performance, not only hotels. She founded and scaled Millers Bespoke Bakery from start-up to a supplier of Selfridges, Harvey Nichols, and Fortnum & Mason, giving her genuine entrepreneur-to-operator credibility that extends beyond the family hospitality dynasty. Biography highlights Presenter of Channel 5’s The Hotel Inspector since 2008 – nineteen-plus series visiting and turning around struggling British hospitality businesses Presenter of BBC Two’s The Fixer (four series, 2012-2015) – extending the business turnaround model to family enterprises across retail, manufacturing, and food Co-owner and active operator of The Polizzi Collection: Hotel Tresanton (Cornwall), Hotel Endsleigh (Devon), and The Star, Alfriston (East Sussex, opened 2021) Trained at the Mandarin Oriental, Hong Kong; worked for Marco Pierre White at the Criterion, London; held operational roles across Rocco Forte Hotels in Cardiff, Rome, and St Petersburg Read English at St Catherine’s College, Oxford Co-founded Millers Bespoke Bakery; grew to supply Selfridges, Harvey Nichols, and Fortnum & Mason Author, Alex Polizzi’s Little Black Book of Hotels (2010) Granddaughter of Lord Forte; mother is Olga Polizzi CBE, Director of Design at Rocco Forte Hotels Biography Most owners of service businesses are certain they know what their customers experience. Nineteen series of Channel 5’s The Hotel Inspector suggest otherwise. Alex Polizzi has spent more than fifteen years walking into struggling British hotels and family enterprises and naming, clearly, what the management cannot see from the inside. Her authority comes from two directions. She trained at the Mandarin Oriental in Hong Kong, worked for Marco Pierre White at the Criterion, and held operational roles across Rocco Forte Hotels in Cardiff, Rome, and St Petersburg. She also co-founded Millers Bespoke Bakery with her then-partner Marcus Miller – building it from a start-up to a supplier of Selfridges, Harvey Nichols, and Fortnum & Mason. She read English at St Catherine’s College, Oxford. That experience extends to The Polizzi Collection, three boutique hotels she co-owns and actively operates with her mother, the designer Olga Polizzi: Hotel Tresanton in Cornwall, Hotel Endsleigh in Devon, and The Star in Alfriston, East Sussex. Her advice to other businesses carries the weight of someone whose own commercial performance depends on the same standards she applies elsewhere. For BBC Two’s The Fixer (four series, 2012-2015), she extended the same diagnostic lens beyond hotels to family businesses in retail, manufacturing, and food – demonstrating that the tension between conviction and commercial reality is not a hospitality problem alone. The granddaughter of Lord Forte, she brings both the heritage of a three-generation hotel dynasty and the independence of someone who has built and operated alongside it on her own terms. Key speaking topics Hospitality leadership and operational improvement Business turnaround in service and family-run enterprises Customer experience and service standards Commercial positioning for independent and boutique businesses Entrepreneurship and scaling founder-led businesses Recruitment and performance in service industries Family business dynamics and succession Ideal for Hospitality industry conferences and hotel association events Family business forums and owner-managed business summits Customer experience and service excellence programmes (cross-sector) SME and entrepreneurial leadership events where founder perspective is central Audience outcomes A clearer framework for diagnosing the gap between what a business intends to deliver and what customers actually receive Practical understanding of the operational and cultural patterns that drive underperformance in service businesses Insight into how service standards, staff performance, and commercial positioning interact – and which lever to pull first Perspective on the specific challenges of running or advising family-owned enterprises, including how personal loyalty can mask business-critical problems Grounded confidence that improvement in service and commercial performance is achievable through process discipline, not wholesale transformation

Why organisations work with Dino Sofos He has built category-leading shows in two different genres, launching Dua Lipa’s At Your Service as Persephonica’s first title and co-creating The News Agents, which hit 24 million downloads in seven months. He ran BBC News Podcasts for long enough to learn what works at scale: 85 million downloads across Brexitcast, Americast and Newscast during his tenure as editor. He understands the commercial crossover between audio and broadcast, having been the first editor to transfer a current affairs podcast, Brexitcast, onto BBC One in 2019. He speaks from operator experience, not commentary, which makes him useful to executives weighing real decisions about content, talent and audience strategy. Biography highlights Founder and CEO of Persephonica, an independent audio production company established in 2021. Former Editor of BBC News Podcasts, with 14 years at the BBC. Creator of Brexitcast, Americast and Newscast for the BBC. Brexitcast won the Listeners’ Choice award at the British Podcast Awards 2019. Co-creator of The News Agents with Emily Maitlis, Jon Sopel and Lewis Goodall, produced in partnership with Global. Producer of Dua Lipa: At Your Service, featuring guests including Elton John, Amal Clooney and Pedro Almodovar. Biography Brexitcast started inside the BBC as an experiment in how political reporters talked to each other when the cameras were off. Dino Sofos was the editor who turned that informal energy into a format, then into a habit, then onto BBC One in 2019, the first time a current affairs podcast had crossed over to television. That move, and the 85 million downloads accumulated by BBC News Podcasts during his editorship, gave him a specific kind of knowledge. He understands how audio formats work commercially, how much of audience loyalty is structural rather than topical, and why most attempts to manufacture habit fail in the first six weeks. He left the BBC in 2021 to found Persephonica. The company launched with Dua Lipa’s At Your Service, featuring guests from Elton John to Pedro Almodovar, and followed with The News Agents, co-created with Emily Maitlis, Jon Sopel and Lewis Goodall in partnership with Global. The News Agents became the UK’s most downloaded daily news podcast, reaching 24 million downloads in seven months. For organisations trying to build their own audience, his value is less about podcasting as a channel and more about the operating discipline behind it: choosing the right voices, designing formats that reward return listening, and running the commercial side of attention without losing the editorial instinct that attracted people in the first place. Key speaking topics Podcasting and digital audio strategy Building loyal audiences at scale Creative entrepreneurship and independent production Talent identification and format design Editorial innovation in news and current affairs Commercial models for original content Ideal for CMOs and communications directors weighing investment in owned audio and content formats Media, publishing and broadcasting leaders considering how to adapt for a podcast-first audience Founders and heads of content designing subscriber or listener strategies HR and internal comms leaders looking at audio for employee engagement and leadership storytelling Audience outcomes A clearer sense of what separates shows that build habit from content that merely accumulates views. Practical reference points from launching chart-topping podcasts in both celebrity and news formats. Specific lessons from editorial formats such as Brexitcast, Americast and The News Agents on pairing talent with structure. A working view of the commercial and talent economics of independent production.

Why organisations work with Kelly Vero She has shipped AAA games (including credits across the Lara Croft and Transformers franchises) and now runs an AI-powered digital fashion business, so she speaks about immersive technology from the inside of two different commercial stacks, not from a consultancy slide. As CEO and CTO of NAK3D, she gives leadership teams a concrete view of how 3D content, AI and consumer brands are starting to fit together at production scale. Her book How Video Games Made the Metaverse: From Pixels to Portals (Routledge) gives executives a structured way to read the metaverse as the natural extension of forty years of game technology, not a marketing fad. She has worked at policy and institutional level with the European Commission and Pro Helvetia, which means she can frame technology questions in terms a regulated board will recognise. Biography highlights CEO and CTO of NAK3D, a Swiss AI-powered digital fashion start-up. Chief Metaverse Officer at Aequaland, an educational platform for children. Author of How Video Games Made the Metaverse: From Pixels to Portals, published by Routledge. Earlier edition nominated for the British Business Book Awards 2024. 30-year career in interactive entertainment, with credits across the Lara Croft and Transformers franchises. Consultant to the European Commission, Pro Helvetia (Swiss Arts Council) and Confetti Media Group. Won a Startup Innovation Award at a World Economic Forum-linked event in Davos, January 2024. Biography The metaverse arrived in the boardroom as a slogan and left as a question: where is the operational substance behind any of this. The honest answer is that it sits inside the games industry, where 3D worlds, real-time content pipelines and live-service economies have been working at scale for two decades. That is the world Kelly Vero has spent thirty years inside. Her credits stretch across the Lara Croft franchise and Hasbro’s Transformers games, taking her from script and character work into production at the heart of mass-market AAA development. The result is a deep, practitioner-level grasp of how immersive technology actually gets built, shipped and monetised. She now applies that experience as CEO and CTO of NAK3D, a Swiss AI-powered digital fashion company sitting between gaming, virtual platforms and consumer brands. NAK3D won a Startup Innovation Award at a World Economic Forum-linked event in Davos in January 2024. Vero is also Chief Metaverse Officer of the children’s education platform Aequaland, and has consulted for the European Commission and Pro Helvetia on technology and creative policy. Her book How Video Games Made the Metaverse: From Pixels to Portals, published by Routledge, treats the metaverse as the next chapter of a long technical lineage, not a sudden hype cycle. For boards trying to decide what to fund, what to ignore and what to build, that frame is more useful than any forecast. Key speaking topics AI and 3D commerce The metaverse as commercial infrastructure Digital fashion and virtual goods Generative AI in creative production Game design as a model for customer experience Web3 and immersive platforms Innovation strategy in deep tech Ideal for CMOs and brand leaders deciding how to commit to virtual goods, digital fashion and immersive customer experience CEOs and boards of consumer and entertainment businesses weighing AI and 3D investment CTOs and digital transformation leads scoping AI commerce, content pipelines and creative AI Investors and innovation teams in retail, fashion, media, gaming and adjacent sectors Audience outcomes A clear read on which immersive and metaverse claims are commercially serious and which are not Concrete examples of how AI and 3D content are already reshaping fashion, retail and entertainment commerce A working frame for treating game technology as the parent discipline of the metaverse, with practical implications for product and platform decisions Confidence to scope a first credible AI or 3D content initiative, rather than commission another exploratory study

Why organisations work with Jack Stratten Pattern recognition grounded in fieldwork. Insider Trends runs retail safaris in London, New York, Tokyo and Seoul, which means his examples come from stores he has physically been inside, not slide decks recycled from conference circuits. A named RETHINK Retail Top Retail Influencer in both 2023 and 2024, giving buyers a third-party signal of standing in the retail community. Direct experience advising Nike, LVMH, Ikea, Marks and Spencer, Jaguar Land Rover and Microsoft on retail formats and customer experience, so the frame of reference fits enterprise decision-makers. Works across the full retail stack, from store roles and staff models to omnichannel, supply chain and sustainability, which lets a single session connect teams that usually plan in silos. Format flexibility. Keynote, boardroom session, trend workshop or guided retail safari, all drawn from the same underlying research base. Biography highlights Head of Trends, Insider Trends, a London-based retail futures agency advising C-suite clients globally. Selected for RETHINK Retail’s Top Retail Influencers list in 2023 and 2024. Clients include Nike, Johnson and Johnson, Converse, Ikea, Shell, Marks and Spencer, Jaguar Land Rover, Costa Coffee, Diageo, Microsoft, LVMH, Nespresso, Twilio, The National Trust and Galeries Lafayette. Has run trend seminars for senior business audiences in partnership with the British Library. Media commentator on retail change, including appearances on Channel 4 and BBC Radio 5. Published author on Insider Trends and contributor to industry outlets including Retail Technology Innovation Hub. Biography Physical stores, e-commerce, app, social commerce, marketplace listings, supply chain footprint. For most retailers these are still governed as separate projects with separate owners, even though a single customer now moves across all of them inside one buying decision. That gap between how customers shop and how retailers are organised is the core tension Jack Stratten’s work addresses. As Head of Trends at Insider Trends, a London-based retail futures agency, he sits on top of a continuous research engine that tracks new store formats, brand experiences and commercial models in the cities where retail is evolving fastest. The agency’s client list spans Nike, LVMH, Ikea, Marks and Spencer, Jaguar Land Rover, Microsoft and Galeries Lafayette, and the work typically lands as a keynote, a boardroom session, a workshop, or a guided retail safari through live stores. The value to a leadership team is diagnostic as much as inspirational. Stratten is good at naming which shifts are real signals versus which are noise, which store formats actually drive commercial outcomes, and where omnichannel investment translates into loyalty rather than cost. RETHINK Retail named him one of its Top Retail Influencers in both 2023 and 2024, a practitioner-voted signal that buyers in the sector recognise his read on the category. What separates his sessions from a standard retail trends talk is the grounding. The examples are stores he has walked, brands his team has studied in depth, and commercial decisions he has watched play out, which makes the content usable inside a planning cycle rather than a year-end inspiration slot. Key speaking topics Retail trends and customer behaviour Omnichannel strategy Store of the future and new retail formats Customer experience in consumer brands Retail innovation and business model change Sustainability in retail and supply chain Direct to consumer and brand experience Ideal for Retail and consumer goods executive teams setting store, channel and format strategy. Heads of customer experience, digital and e-commerce aligning on a single commercial plan. Property, leasing and shopping centre leadership rethinking the role of physical space. Senior marketing and brand leaders in consumer categories adjacent to retail. Audience outcomes A clearer view of which retail shifts are material signals and which are surface noise. Concrete examples of store formats, brand experiences and omnichannel models that are working in 2025, with the commercial logic behind them. A shared vocabulary across store, digital, marketing and supply chain teams for the next planning cycle. Specific prompts for where to test, invest or pull back in the next 12 to 24 months. A sharper sense of how consumer brands and retailers are redefining the role of the store.

Why organisations work with Ömer Atiker Three decades of running digital agencies, not advising on them. He has founded, scaled, and sold internet ventures since 1996, which gives his keynote content the texture of an operator rather than a commentator. Author of four German-language reference books on digital transformation, including titles with Wiley and Campus, used inside companies as practical handbooks rather than thought-leadership accessories. Works in German, English, and Dutch at conference register, which makes him a credible booking for DACH-headquartered firms with international leadership audiences. Client list spans regulated industrials (BASF, Bayer, Merck, Fresenius), platform technology (Amazon, Google, Adobe), and consumer-facing operators (Singapore Airlines, Mitsubishi), so the examples on stage match the room. Sits at the intersection of digital marketing, AI deployment, and change leadership, which is the precise zone where most enterprise transformation programmes get stuck. Biography highlights Industrial engineer from the University of Karlsruhe (now KIT), with a master’s thesis on human-machine interaction. Founded ArtWork, one of the first internet agencies in the Netherlands, in 1996. Founder and CEO of Click Effect, a Freiburg-based digital marketing and transformation consultancy, since 2006. Author of four books on digital transformation, published by Wiley, Campus, and GABAL between 2017 and 2020. Worked alongside Frithjof Bergmann, the originator of the New Work concept, during a sabbatical period. Keynote clients include BASF, Bayer, Merck, Fresenius, Amazon, Google, Adobe, Singapore Airlines, Mitsubishi, and John Deere. Biography Digital transformation has never been short of strategy. The bottleneck sits further down the operating stack, in the daily handover between leadership intent, technology choices, and the people who have to do the work differently on Monday. Atiker has spent thirty years inside that handover. He studied industrial engineering at the University of Karlsruhe and wrote his master’s thesis on human-machine interaction. In 1996 he founded ArtWork, one of the first internet agencies in the Netherlands, and sold it after the dotcom cycle. In 2006 he founded Click Effect in Freiburg, the digital marketing and transformation consultancy he still runs. Between agencies he took a sabbatical and worked with Frithjof Bergmann, the philosopher who originated the New Work concept. That period sits behind the leadership and culture material in his keynotes, which treats digital change as a problem of human adoption first and technology second. His four books, published by Wiley, Campus, and GABAL between 2017 and 2020, function as practical playbooks for German-speaking enterprises rather than airport thought-leadership. The client list reads as a cross-section of the European industrial and platform economy: BASF, Bayer, Merck, Fresenius, Singapore Airlines, Amazon, Google, Adobe, John Deere, Mitsubishi. He works in German, English, and Dutch, which makes him a natural fit for DACH-headquartered companies running international leadership programmes around AI and digital execution. Key speaking topics Digital transformation execution AI in the enterprise Digital and remote leadership Customer centricity and digital marketing Corporate culture and digital adoption Innovation under operating constraints Personal development in the digital age Ideal for DACH-headquartered enterprises running multi-year digital and AI transformation programmes CDOs, CMOs, and transformation leads responsible for moving from pilot to operational deployment Industrial and life-sciences boards translating digital strategy into customer-facing change Senior leadership offsites where the audience needs an operator’s view, not a consultant’s frame Audience outcomes A practitioner’s reading of where their own transformation programme is most likely to stall Concrete examples of digital and AI deployment from regulated industrials and platform companies A clearer separation between technology decisions and the leadership behaviour those decisions require Language and reference points senior leaders can use with their own organisations after the session

Why organisations work with Oliver Leisse A live trend-research operation behind every keynote. SEE MORE runs ethnographic fieldwork across more than 50 global cities, so the material is observed evidence, not desk-research speculation. A specific point of view on the AI agent shift. His 2024 book “The Age of Agents” with Tim Cortinovis sets out what changes when software stops waiting for prompts and starts acting on goals. A named framework leadership teams can use after the room empties. The Four Metatrends (Commitment, Convenience, Creativity, Connection) and the Consumer Trend Circle give clients a reusable structure for trend triage. Two decades of strategy work for brands including Deutsche Bank, TUI, Henkel, Microsoft, Google, REWE and Deutsche Post. The frame of reference is commercial planning, not academic forecasting. Bilingual delivery in English and German for European audiences who want substance in either language. Biography highlights Founder of SEE MORE, Future Research and Development, Hamburg (2008). Founder of EARSandEYES GmbH (1997), an early online market and trend research institute. Former strategy consultant at DDB, TBWA, BBDO and Springer & Jacoby. Author of “Be prepared” (Haufe Verlag, 2012; 2nd ed. 2014), “So geht Zukunft” (Edel, 2020), “The Age of Agents” (2024), and “Die Zukunft der Gastro” (Deutscher Fachverlag, 2024). Named clients include Deutsche Bank, TUI, Henkel, Microsoft, Google, Deutsche Post, REWE, Burda and AON. SEE MORE conducts qualitative ethnographic research across more than 50 global metropolitan markets. Biography Most futurist content arrives at boards as desk research dressed up in graphics. The signal-to-noise ratio is poor, and the planning horizon is rarely operational. SEE MORE was built to produce something different: ethnographic field observation across more than 50 global cities, fed back into commercial strategy work for organisations that need a defensible view of the next three to five years. The institute’s founder spent the first part of his career as a strategy consultant inside DDB, TBWA, BBDO and Springer & Jacoby. In 1997 he set up EARSandEYES, one of the early online market and trend research firms. SEE MORE followed in 2008. Clients have included Deutsche Bank, TUI, Henkel, Microsoft, Google, Deutsche Post, REWE and Burda. The current centre of gravity is AI agents and what they mean for operating models. The 2024 book “The Age of Agents”, co-written with Tim Cortinovis, argues that the shift from prompted assistants to goal-directed agents changes how work is structured, not just how it is automated. That argument runs through his current keynote material on automation, customer evolution and the future of work. What separates this work from the broader futurist field is the discipline of the underlying method. The Four Metatrends framework (Commitment, Convenience, Creativity, Connection) and the Consumer Trend Circle give leadership teams a reusable structure for triaging weak signals. Both are anchored to observed behaviour in named markets, which is what makes them usable in a planning conversation. Key speaking topics Artificial intelligence and AI agents Future of work and leadership Customer evolution and consumer behaviour Automation and the operating model Trend research and strategic foresight Generation Z and changing workforce expectations Retail and customer experience disruption Ideal for Boards and executive committees setting three-to-five year strategy under AI and automation pressure CMOs and customer experience leads tracking consumer behaviour shifts across European and global markets HR and transformation leads redesigning work around AI-agent capability Innovation and strategy teams looking for a structured trend-triage method Audience outcomes A clearer read on which AI and consumer-behaviour signals matter for the next planning cycle, and which can be deprioritised. A working understanding of the Four Metatrends framework and how to apply it to a specific business unit. A specific point of view on AI agents as an operating model question, not a tooling question. Named examples from observed consumer behaviour in global metropolitan markets, drawn from SEE MORE field research.

Why organisations work with Ashley Dudarenok She runs the operating relationships most foreign executives only read about. Alarice and ChoZan, both founded and led by her from inside China, give clients direct access to working partnerships with Alibaba, JD.com, Pinduoduo, ByteDance and Tencent. Thinkers50 placed her on its Radar list and labelled her a “Guru on digital marketing and fast-evolving trends in China,” a designation reserved for thinkers shaping the next wave of management ideas. She translates Chinese commerce into board-room decisions, not headlines. New retail formats, livestream commerce, KOL economics and platform mechanics are framed as actions a Western CMO or COO can take, not as cultural curiosities. A library of books and a working agency, not a single thesis. Eleven titles across consumer behaviour, KOL marketing, B2B and cross-border ecommerce mean the content is regularly refreshed against active client work, not frozen at publication. Western frame, Chinese context. She is a naturalised Chinese national with native-level Mandarin and Russian, English and German fluency, which means she can interrogate Chinese platforms in the language they operate in and explain them in the language Western boards make decisions in. Biography highlights Founder of Alarice (2011), a China digital marketing agency with offices in Hong Kong, Shanghai and Shenzhen, and ChoZan (2016), a China digital transformation consultancy. Thinkers50 Radar Class of 2021. Author of eleven books on digital China, including New Retail Born in China Going Global and Digital China: Working with Bloggers, Influencers and KOLs. Recognised among the World’s Top 100 Retail Influencers 2023 by RETHINK Retail and named a LinkedIn Top Voice in Marketing. Clients and audiences include Alibaba, LVMH, Coca-Cola, Johnson & Johnson, BMW, HSBC, Disney, Huawei and Adobe. Featured in Bloomberg, Forbes, CNBC, South China Morning Post, Business Insider and CGTN. Biography Most Western executives still understand China through a 2015 lens: factory floor, growth market, regulatory headache. The actual commercial picture has moved on. Livestream commerce is a meaningful share of retail, mini-programs have replaced apps, KOL economics drive product launches, and consumer expectations on speed, personalisation and service have re-set what “good” looks like. Ashley Dudarenok built a business interpreting that gap for global firms. She founded Alarice in Hong Kong in 2011 and ChoZan in 2016, running both as operating businesses with offices in Hong Kong, Shanghai and Shenzhen. That structure matters. Her commentary draws on live client work with the platforms she is describing, not on observation from outside the system. Alibaba, JD.com, Pinduoduo, Tencent and ByteDance are working relationships, not case studies pulled from the FT. The intellectual contribution is recognised externally. Thinkers50 placed her on its 2021 Radar list, the cohort it tracks as the next wave of management thinkers, with the designation “Guru on digital marketing and fast-evolving trends in China.” She is a LinkedIn Top Voice in Marketing and was named to RETHINK Retail’s Top 100 Retail Influencers in 2023. Eleven books, including New Retail Born in China Going Global and the Digital China mini-book series, give her arguments a published spine that conference appearances alone do not. What she offers a board is the ability to treat China as a leading indicator. Boards walk away with a sharper read on how Chinese consumer behaviour is likely to surface in their own market, where their digital and customer-experience playbook is now structurally behind, and which platform mechanics, livestream, social commerce, AI-driven retail, are worth piloting before competitors close the gap. Key speaking topics China consumer trends and digital commerce New retail and social commerce KOL, livestream and influencer economics Customer centricity and the modern Chinese consumer Digital transformation lessons from China Innovation playbooks from Chinese tech and brand companies Future of marketing and retail Ideal for CMOs and brand leaders setting customer experience and digital strategy in consumer-facing industries Retail, luxury, FMCG and automotive boards with material China exposure or China ambitions Innovation and digital transformation leads benchmarking against Chinese platform standards Strategy and corporate development teams assessing how Chinese commercial models are likely to enter their home markets Audience outcomes A current, board-level read on the Chinese consumer and the platforms they live on Concrete examples of Chinese retail, marketing and product mechanics that Western firms can translate into pilots A clearer view of where their own digital and customer playbook is lagging the Chinese benchmark A working list of categories, BYD, Mixue, Labubu, DeepSeek, TikTok parent ByteDance, where China has set the new commercial standard Confidence to challenge internal assumptions that treat China as a sales market rather than a strategic teacher

Why organisations work with Alex Payne A working operator’s read on the brand-influencer market through The Room, the marketplace business he co-founded in 2017, rather than commentary from outside the category. Ten-plus years presenting live for Sky Sports built the practical communication discipline he teaches to senior leaders: clarity under time pressure, listening on camera, holding a room. A safe pair of hands for high-stakes hosting at scale, with named credits including HSBC, Heineken, the World Rugby Awards and the NSPCC. One of British rugby’s most recognisable broadcast voices, useful for organisations whose audiences sit in or adjacent to that world. Biography highlights Led Sky Sports’ rugby union coverage for more than ten years and hosted the channel’s Rugby Club studio show. Presenter across Sky Sports News and Sky News, with additional credits in tennis and poker coverage. Co-founder of The Room, a marketplace tech business connecting brands and influencers, launched in 2017. Co-host of The Good, The Bad and The Rugby with James Haskell and Mike Tindall, a UK number-one Apple podcast with a 2024 book and live tour. Hosting credits for HSBC, Heineken, Help for Heroes, NSPCC, the World Rugby Awards and the RPA Awards. Biography The brand-influencer market still clears through relationships and gut feel more than through any agreed operating model. That is the gap Alex Payne walked into when he co-founded The Room in 2017, a marketplace tech business built to connect brands and influencers on terms both sides could measure. Before that, and still alongside it, he spent more than a decade as the lead presenter of Sky Sports’ rugby union coverage. He fronted the channel’s Rugby Club studio show and presented across Sky Sports News and Sky News, including tennis and poker assignments. The studio years gave him a working communication discipline that he now teaches to senior leaders. He co-hosts The Good, The Bad and The Rugby with James Haskell and Mike Tindall. The show debuted at number one on Apple Podcasts in the UK and has expanded into live arena tours and a 2024 book. His event-hosting roster includes HSBC, Heineken, Help for Heroes, NSPCC, the World Rugby Awards and the RPA Awards. Payne is most useful to organisations as a host who knows how influence works on the inside. He has built a business in the category, sat behind a camera through ten years of live broadcast, and run rooms for some of the largest sponsoring brands in British sport. Key speaking topics Brand and influencer marketplaces Communication under pressure Media training for senior leaders Sport, sponsorship and audience Live event hosting and moderation Ideal for Marketing and brand leaders rethinking influencer spend Sponsorship and partnership teams in sport, lifestyle and consumer brands Senior leaders preparing for media-facing moments Awards ceremonies, conferences and client events needing a credible host Audience outcomes A clearer view of how the brand-influencer market actually clears, from someone running a marketplace inside it. Practical adjustments to how senior leaders show up on camera and on stage. A working sense of what makes communication land in high-pressure live settings. For hosted events, a steady tempo and named credibility with sport-adjacent audiences.

Why organisations work with Yan Lefort He has done the work commercial teams are usually only theorising about: replacing a category that funded an entire industry, in his case tobacco in Formula 1, with sponsors that pass modern scrutiny. As Commercial & Marketing Director of Sauber Motorsport from 2018 to 2022, he sat on the management board and was directly responsible for landing the long-term Alfa Romeo partnership and the Orlen title sponsorship that anchored the team’s finances. He has run the partner side and the rights-holder side of the same deal. At IWC Schaffhausen he built the Mercedes-AMG Petronas F1 partnership during the Hamilton era; at Sauber he sold the property. Few speakers can credibly describe both seats. His operating context is one of the most commercially exposed environments in business, where every quarter the product performs in public and sponsors decide whether to renew. That discipline transfers to any organisation whose revenue depends on relationship renewals under pressure. Biography highlights Commercial & Marketing Director, Sauber Motorsport AG, 2018 to 2022, and member of the Alfa Romeo Racing F1 management board Global Head of Partnerships, PR and CSR at IWC Schaffhausen, leading the IWC partnership with the Mercedes-AMG Petronas F1 team Global PR Manager for the Lucky Strike F1 programme with BAR Honda Six years at Rothmans managing the sponsorship of the Williams F1 team Ran an independent commercial and sponsorship consultancy serving OEM automotive clients including Toyota’s F1 team, sponsors, rights holders and F1 drivers Speaker, International Sports Convention, Geneva Biography When tobacco sponsorship was banned from Formula 1 in 2005, the sport lost the category that had paid most of its bills for thirty years. Teams, rights holders and agencies had to rebuild their commercial books from scratch. Yan Lefort had spent the previous decade inside that commercial machine, six years at Rothmans on the Williams F1 sponsorship and seven as Global PR Manager of the Lucky Strike F1 programme with BAR Honda. He set up his own consultancy and spent the next five years rewiring sponsorship strategies for OEM clients including Toyota’s F1 team, plus a range of sponsors, rights holders and drivers. In 2011 he joined IWC Schaffhausen as Global Head of Partnerships, PR and CSR, where he ran the luxury watchmaker’s partnership with the Mercedes-AMG Petronas F1 team through the period of Lewis Hamilton’s dominance. That gave him the brand-side view of the most demanding partner relationship in motorsport. At the start of 2018 he moved to Sauber Motorsport as Commercial & Marketing Director and joined the team’s management board. The team had no title sponsor and a weak commercial position. By the time he left in 2022 he had landed the long-term Alfa Romeo partnership that rebranded the team and the title sponsorship from the Polish energy company Orlen. During those years he worked closely with World Champion Kimi Raikkonen and ten-time Grand Prix winner Valtteri Bottas. That sequence, rights-holder to sponsor to rights-holder, agency to brand to team, gives him a practical reading of how partnership revenue is actually built and defended. He speaks to that work directly, drawing on named deals and named counterparts rather than abstractions about engagement or storytelling. Key speaking topics Sponsorship and partnership strategy Commercial leadership in Formula 1 Sports marketing and brand activation Rebuilding revenue after category disruption Luxury brand partnerships in regulated environments High-performance team commercial operations Ideal for CCOs, CMOs and heads of partnerships at sponsors and rights holders Boards of sports properties, federations and motorsport teams Brand and partnership leaders inside luxury, automotive and energy companies Commercial leadership teams whose revenue model relies on long-cycle partner renewals Audience outcomes A working view of how a modern F1 team builds and defends its sponsorship book A specific account of how a banned-category sport rebuilt its commercial model, with lessons for any industry facing regulatory or reputational disruption to its revenue base The brand-side and rights-holder-side perspectives on the same partnership, drawn from IWC’s relationship with Mercedes-AMG F1 and Sauber’s relationship with Alfa Romeo and Orlen A clearer test for whether a partnership is commercial substance or marketing decoration

Why organisations work with Richard Shotton Translates academic behavioural science into specific marketing moves, tested against named consumer brands including Google, Mondelez, BrewDog, Barclays and Sky through his consultancy Astroten. Runs original field experiments rather than recycling textbook biases, giving senior marketers fresh evidence on questions like pricing, costly signalling and admitting weakness. Author of two best-selling behavioural science books, with The Choice Factory translated into 15 languages and named Best Sales and Marketing Book at the 2019 Business Book Awards. Speaks the language of working marketers, not academics, after starting his career as a media planner on Coca-Cola, Lexus and comparethemarket before turning to behavioural science. Biography highlights Founder of Astroten, a behavioural science consultancy advising Google, Facebook, Mondelez, BrewDog, Barclays, Sky and Santander. Author of The Choice Factory (Harriman House, 2018), available in 15 languages. Winner, Best Sales and Marketing Book, 2019 Business Book Awards; voted #1 in the BBH World Cup of Advertising Books, 2018. Author of The Illusion of Choice (Harriman House, 2023) and co-author of Hacking the Human Mind (2025). Behavioural science columnist for Marketing Week; published in Campaign, The Drum, Admap and The Independent. BA in Geography, University of Oxford; MSc in Development Studies, SOAS University of London. Biography Most marketing budgets are still allocated on what customers say they prefer. The behavioural science evidence is now overwhelming that what people say and what they actually buy are different things, and that the gap is exploitable. This is the territory Richard Shotton has spent two decades mapping. He started in the industry as a media planner on Coca-Cola, Lexus and comparethemarket, before specialising in behavioural science. In 2018, he founded Astroten, a consultancy that has since worked with Google, Facebook, Mondelez, BrewDog, Barclays, Sky and Santander on questions of pricing, advertising and customer acquisition. His first book, The Choice Factory, set out 25 cognitive biases with concrete examples for marketers. It was named Best Sales and Marketing Book at the 2019 Business Book Awards, voted #1 in the BBH World Cup of Advertising Books, and is now published in 15 languages. The Illusion of Choice followed in 2023, with Hacking the Human Mind co-authored in 2025. What sets his work apart is the mix of sources. Alongside academic studies, he runs original field experiments, then writes them up for Marketing Week, Campaign, The Drum and Admap. The result is a body of work that gives commercial leaders evidence they can act on, not theory they have to translate. Key speaking topics Behavioural economics in marketing Cognitive biases and consumer choice Pricing and willingness to pay Advertising effectiveness Brand building and distinctiveness Customer habit formation Behavioural field experimentation Ideal for CMOs and marketing directors are making advertising and pricing decisions under tightening budgets. Brand and customer teams in consumer-facing categories are rebuilding their acquisition strategy. Insight, research and strategy leads who want evidence stronger than stated preference. Agency leadership teams responsible for creative and media effectiveness. Audience outcomes A working catalogue of cognitive biases with named examples of how brands have used them commercially. Sharper questioning of stated-preference research and traditional focus group outputs. Specific tactics for pricing presentation, costly signalling, habit formation and category framing. Evidence-led arguments to defend brand investment and creative quality inside the business.

Why organisations work with Collin Croome Thirty years of operator experience spanning the first websites in 1994 through generative AI and Apple Vision Pro rollouts, which lets him pressure test a digital strategy against what actually ships. Direct Apple lineage: over a decade as multimedia evangelist and trainer for Apple Germany, including co-developing the first German multimedia seminar for Apple in 1992. Founder and long-time owner of coma2 e-branding, where he delivered digital projects for premium international brands including Audi, Hugo Boss, Microsoft, Deutsche Telekom, Nespresso and Triumph. Author of two GABAL Verlag titles on the metaverse (Praxisbuch Metaverse, 30 Minuten Metaverse) and a regular on-air digital expert for ProSiebenSat.1 and RTL. Bilingual delivery in English and German with deep DACH market fluency, useful for organisations briefing European leadership audiences. Biography highlights Co-founder and long-time owner of coma2 e-branding, Munich, delivering 800 plus digital projects for international brands over 22 plus years. Multimedia evangelist and trainer for Apple Germany from 1991, co-developer of the first German Apple multimedia seminar in 1992. Author of Praxisbuch Metaverse (GABAL Verlag, 2023) and 30 Minuten Metaverse (GABAL Verlag, 2022). Certified Professional Speaker and Professional Member of the German Speakers Association (GSA). Recurring digital expert on ProSiebenSat.1 and RTL covering AI, metaverse and platform economics. Client list includes Audi, Hugo Boss, Microsoft, Siemens, Deutsche Telekom, TUI, Nespresso, KPMG and Triumph. Biography The first wave of corporate digital work in Germany ran through a small group of practitioners who knew both the technology and the brands that had to use it. Collin Croome was one of them. From 1991 he worked inside Apple Germany as multimedia evangelist and trainer, co-developing the country’s first Apple multimedia seminar in 1992 and spending more than a decade translating new hardware into tools that marketing and communications teams could actually run. In 1997 he co-founded coma2 e-branding in Munich and built it into a long-running digital agency for premium international brands. Over 22 plus years the agency delivered work for Audi, Hugo Boss, Microsoft, Deutsche Telekom, Nespresso, Triumph and TUI, covering the full arc from early websites to social platforms, e-commerce and immersive formats. That operator history is the spine of his credibility on stage. Since 2021 his keynote work has concentrated on generative AI, the metaverse and Apple Vision Pro as commercial tools, not as futurology. He has written two GABAL Verlag books on the metaverse, appears regularly as a digital expert on ProSiebenSat.1 and RTL, and holds Certified Professional Speaker status with the German Speakers Association. The consistent thread across three decades is the same question he puts to boards now: which of the digital tools on the table will move revenue, customer experience or brand equity inside the next year, and what has to change in the organisation to make that happen. Key speaking topics Generative AI and ChatGPT in the enterprise Apple Vision Pro and immersive business applications Metaverse and Web3 strategy Digital transformation and megatrends Platform economics and the power of the internet giants Digital marketing and brand in an AI world Ideal for C-suite and board audiences making capital allocation decisions on AI, immersive and digital platform bets. CMOs, brand and customer experience leads translating AI and immersive tools into campaigns and products. DACH-market leadership groups that need a bilingual keynote in English or German. Premium consumer and lifestyle brands looking at AR, VR and platform-native commerce. Audience outcomes A clearer read on which AI and metaverse initiatives are ready for commercial use and which are still hype. A practical view of Apple Vision Pro and adjacent immersive tools as enterprise assets, grounded in early-adopter use. Reference points from named brand work (Audi, Hugo Boss, Microsoft, Deutsche Telekom) that leaders can map to their own organisation. Sharper questions to put to internal teams and external agencies on digital and AI roadmaps.