Customer Experience & Marketing

Why organisations work with Marcel Corstjens His research in MIT Sloan Management Review demonstrated that the largest FMCG companies (i.e. those spending over a billion dollars annually on R&D) see no appreciable sales return from that investment; only marketing spend correlates with revenue. This directly challenges how most consumer goods leadership teams allocate their growth budgets. The Mindspace and Shelfspace framework from Store Wars gives manufacturers and retailers a shared, precise language for the power dynamics that determine who controls the end consumer: still the most widely adopted conceptual map of that relationship, translated into five languages. His Harvard Business Review research showed that retail internationalisation does not reliably improve revenue or profit margins, and that home market strength is the primary driver of commercial performance: a finding that reshapes how boards evaluate international expansion decisions. His “Newtonian versus Lorenzian” innovation typology distinguishing companies that invest heavily in broad R&D from those that make small, targeted bets, gives commercial leaders a practical diagnostic for where innovation spending is being wasted at scale. He has consulted directly for Unilever, Heineken, Novartis, Roche, PepsiCo, and Cadbury Schweppes, giving him practical fluency across both FMCG and pharmaceutical commercial strategy that few academics can match. Biography highlights Emeritus Professor of Marketing and the Unilever Chaired Professor of Marketing, Emeritus, at INSEAD; visiting professor at Cornell and Stanford universities PhD, University of California, Berkeley; doctoral dissertation awarded first prize by the American Marketing Association Author of Store Wars: The Battle for Mindspace and Shelfspace (J. Wiley & Sons, 1995; second edition 1999; translated into French, Japanese, Russian, Portuguese, and Spanish) Co-author of “Retail Doesn’t Cross Borders” (Harvard Business Review, 2012) and “The Promise of Targeted Innovation” (MIT Sloan Management Review, 2019) Research published in Marketing Science, Management Science, Journal of Marketing, and Journal of Marketing Research; featured in The Economist Creator and director of the INSEAD Storewars senior executive programme for the consumer goods industries Biography The commercial relationship between consumer goods manufacturers and retailers is contested, high-stakes, and widely misread. Marcel Corstjens, Unilever Chaired Professor of Marketing Emeritus at INSEAD, has spent four decades researching where that contest is actually won and lost, and his findings consistently challenge what companies believe about their own growth strategies. His book Store Wars: The Battle for Mindspace and Shelfspace, co-authored with Judith Corstjens and published by J. Wiley & Sons, introduced the Mindspace and Shelfspace framework: the idea that the strategic contest between manufacturers and retailers is a battle for control of two distinct assets, these being the consumer’s mental availability and the product’s physical presence in store. Translated into five languages and taught through the INSEAD Storewars senior executive programme he created and directed, the framework became the most widely adopted analytical tool for understanding manufacturer-retailer power dynamics in FMCG. His research has repeatedly overturned the conventional logic of large consumer goods companies. Work published in MIT Sloan Management Review with Gregory Carpenter of Kellogg and Tushmit Hasan of UT Austin showed that the biggest FMCG brands (i.e. those investing more than a billion dollars annually in R&D) see no measurable sales return from that outlay. Research published in Harvard Business Review with Rajiv Lal of Harvard Business School demonstrated that retail internationalisation does not reliably improve revenue or profit margins; home market performance is the primary driver. Both findings run counter to assumptions embedded in how most FMCG leadership teams set strategy. Corstjens holds a PhD from the University of California, Berkeley, where his doctoral dissertation received first prize from the American Marketing Association. He has been a visiting professor at Cornell and Stanford, and has consulted for Unilever, Heineken, Novartis, Roche, PepsiCo, and Cadbury Schweppes, among others. His research has appeared in Marketing Science, Management Science, Journal of Marketing, and Journal of Marketing Research, and has been featured in The Economist. Key speaking topics Manufacturer-Retailer Power Dynamics Marketing Strategy in FMCG Innovation Investment and Commercial Return Brand Strategy and Private Label Competition Retail Internationalisation and Global Growth Marketing Resource Allocation Marketing Strategy in the Pharmaceutical Industry Ideal for Chief Marketing Officers and commercial strategy leaders in consumer goods companies Senior executive teams in FMCG and pharmaceutical businesses facing stalled revenue growth Retail leadership teams navigating the competitive dynamics of private label and supplier relationships Executive education programmes for senior FMCG, retail, or pharmaceutical audiences Audience outcomes A clear analytical framework under both Mindspace and Shelfspace for diagnosing where control of the manufacturer-retailer relationship is being lost and what to do about it Evidence-based reappraisal of whether current R&D and innovation investment is actually driving revenue, or consuming capital without commercial return Practical criteria for assessing whether a retail internationalisation strategy is likely to deliver or destroy shareholder value Sharper understanding of how private label competition is reshaping the power balance between retailers and brand manufacturers, and what manufacturers can do to respond A working distinction between “Newtonian” and “Lorenzian” approaches to innovation investment, and which is appropriate at which scale

Why organisations work with Marcus Collins He translates cultural anthropology into commercial decisions, turning ideas that usually live in academic departments into practical inputs for brand, product, and growth strategy. His book For the Culture provides a single thesis with named mechanisms for how meaning, identity, and belonging move markets. Buyers get an argument they can hand to a team, not a set of trend observations. He has run the work he teaches. Apple’s iTunes and Nike sport music, Beyonce’s digital strategy, Wieden+Kennedy New York, and named campaigns for Google, Brooklyn Nets, and State Farm sit behind every claim. Thinkers50 named him to the 2023 Radar with the Distinguished Achievement Award for the idea most likely to shape the future of business management. That puts him among a small group of new voices the global management community has formally endorsed. He sits inside the platform side of culture as Professor in Residence at TikTok, which means his read on how brand meaning forms and spreads is current, not retrospective. Biography highlights Clinical Professor of Marketing, Ross School of Business, University of Michigan Professor in Residence, TikTok Former Chief Strategy Officer, Wieden+Kennedy New York Author, For the Culture (PublicAffairs, 2023); Thinkers50 2023 Best New Management Booklist Thinkers50 Radar Distinguished Achievement Award, 2023 American Advertising Federation Advertising Hall of Achievement; Ad Age and Crain’s 40 Under 40 Columnist, Adweek and Forbes Biography Culture, not demographics, decides what consumers buy and what they refuse. Marcus Collins built a career inside that observation. He ran digital strategy for Beyonce, worked on iTunes and Nike sport music at Apple, and went on to serve as Chief Strategy Officer at Wieden+Kennedy New York, the agency behind Nike’s most enduring brand work. His doctorate at Temple University was in cultural contagion and meaning-making, the academic foundation that now sits behind his book For the Culture. Published in 2023, it landed on the Thinkers50 Best New Management Booklist and won him the Radar Distinguished Achievement Award the same year, naming his thinking as the idea most likely to shape the future of business management. He teaches marketing at the Ross School of Business at the University of Michigan, holds a Professor in Residence role at TikTok, and writes columns for Adweek and Forbes. His commercial fingerprints are on Google’s Real Tone, the relaunch of the Brooklyn Nets, the Made In America festival, and State Farm’s Cliff Paul campaign. For senior commercial audiences, his value is specific. He gives marketing, growth, and brand teams a working theory of why some ideas move through a culture and most do not, and he ties that theory to operating choices about positioning, audience, and product. Key speaking topics Cultural contagion and consumer behaviour Brand strategy and meaning-making Marketing in a fragmented media environment The role of identity in consumption Building brands that earn cultural relevance Storytelling and business communication Customer experience and brand Ideal for CMOs and brand leaders rebuilding marketing strategy for a post-demographic environment Growth and commercial leadership teams trying to understand why their category narrative has stopped working Creative agencies and in-house brand teams looking for an applied framework on cultural relevance Consumer-facing businesses, retail, media, sport, technology, where brand meaning is a competitive variable Audience outcomes A working definition of culture that explains why messages succeed or fail, beyond demographic targeting A clear view of how meaning, identity, and belonging move audiences toward or away from a brand Named mechanisms from For the Culture that brand and marketing teams can apply to live campaigns Examples drawn from Apple, Nike, Beyonce, Brooklyn Nets, Google, and State Farm, showing how cultural strategy operates inside real commercial work A sharper sense of why most brand and growth strategies underperform in fragmented markets, and what changes when culture becomes the unit of analysis

Why organisations work with Marina Díaz Ibarra She has run a regional consumer technology business at scale, leading Mercado Libre’s Argentina, Chile and Peru operation as General Manager, so her view of digital growth is built from operating P&L, not consultancy. She built and exited a digital transformation company, Wolox, which Accenture acquired in 2021, giving her a working view of how incumbents actually buy and absorb innovation. She sits on the boards of Nasdaq-listed AgileThought, Rotoplas, Gentera and IFC (World Bank) portfolio companies, so she can speak to how boards across Latin America are framing AI, fintech and risk decisions. Her advisory work with Bitso, the largest crypto exchange in Latin America, and Jumex gives her live exposure to fintech, blockchain and consumer brand strategy in volatile markets. She wrote “Un mundo sin jefes” (Conecta, 2021), a candid book on executive life and self-leadership, which makes her credible on the human side of transformation as well as the technology side. Biography highlights General Manager for Argentina, Chile and Peru at Mercado Libre, 2015 to 2017. Managing Director of Wolox, the digital product and transformation firm acquired by Accenture in 2021. Earlier global roles at Nike (Emerging Markets Apparel), Under Armour (Global Senior Product Manager), Unilever (Dove, Latin America) and Puratos. Board director of Rotoplas, Gentera (Banco Compartamos), AgileThought (Nasdaq) and IFC (World Bank) portfolio companies. Advisor to Bitso and Jumex. MBA from The Wharton School, University of Pennsylvania. Economics degree from Universidad Torcuato Di Tella. Master’s in Project Valuation from ITBA. Author of “Un mundo sin jefes” (Conecta, Penguin Random House, 2021). Biography Mercado Libre is the company that beat Amazon in Latin America. Marina Díaz Ibarra was the General Manager who ran its Argentina, Chile and Peru business between 2015 and 2017, at the point where mobile commerce, payments and logistics were converging into a single operating problem. That seat shapes how she thinks about digital growth: as a question of unit economics, talent and execution, not as a slide on disruption. After Mercado Libre, she moved to the other side of the table. As Managing Director of Wolox, she built a digital product company that helped incumbents in financial services, retail and consumer goods translate ambition into working software. Accenture acquired the business in 2021. The experience left her with a precise view of where corporate transformation programmes break down, and what makes the small number that work different. Her earlier career was inside the brand machinery of Unilever, Nike, Under Armour and Puratos, with regional and global roles spanning Latin America and the United States. That background, combined with an MBA from Wharton and an economics training from Universidad Torcuato Di Tella, gives her an unusual range: she can read a brand P&L, a venture cap table and a board pack with equal fluency. She now sits on the boards of Rotoplas, Gentera, Nasdaq-listed AgileThought and several IFC (World Bank) portfolio companies, and advises Bitso, the largest crypto exchange in Latin America. Her book “Un mundo sin jefes” (Conecta, 2021) put on record the human cost of running at executive speed and the discipline required to keep going. It is the part of the story that boards rarely talk about and that her audiences consistently respond to. Key speaking topics Digital transformation in incumbent businesses Exponential technologies and operating advantage E-commerce, omnichannel and mobile in emerging markets Fintech, blockchain and crypto in Latin America Board-level technology and innovation governance Customer experience and brand in a digital economy Self-leadership and executive resilience Ideal for Boards and executive committees framing AI, fintech and digital transformation decisions CEOs and CDOs of incumbents who have stalled between pilot and scaled deployment CMOs and customer experience leaders rebuilding around digital and mobile commerce Senior leadership audiences in Latin America, the United States and EMEA looking for an operator view from the region Audience outcomes A clear-eyed account of what separates digital transformation programmes that scale from those that stall A working view of how Latin American operators have built consumer technology businesses against larger global incumbents Specific cases from Mercado Libre, Wolox and live board work in fintech, water, microfinance and technology services A frank perspective on the human and leadership cost of running at the pace transformation now demands

Why organisations work with Mark Adams He has run the operating side of digital change at scale, leading innovation inside VICE Media as it grew from print magazine into a multi-billion-dollar global youth media group. That is a sharply different vantage point from consultants who advise on transformation without running it. His earliest clients were Hollywood A-listers and global public figures, then global consumer brands. The result is a working understanding of how audiences, talent, and brand authority interact in algorithmic markets, which most digital strategists do not have. As Chairman of the AI Leadership Council, he spends his time fielding live questions from the public and senior leaders on how to use AI responsibly and commercially. The result is content built around the questions executives are actually asking, not the ones a slide deck assumes. He converts AI hype into specific operating choices: which capabilities to build internally, which to buy, which to ignore, and how to set the cultural conditions for adoption. Useful for boards and executive teams that feel busy on AI but not yet decisive. Biography highlights Senior Vice President and Head of Innovation, VICE Media, following the 2015 acquisition of his consumer-brand digital transformation business. Founder of the first digital transformation consultancy for celebrities and public figures, acquired by William Morris Endeavor. First Chief Digital Officer in the entertainment industry, appointed at WME. Chairman of the AI Leadership Council, convening senior AI practitioners to answer public and executive questions on AI. Named to the Sunday Times Top People in Britain, The Drum Digerati List, Debrett’s Top 10 Digital List, and the Silicon 60 Global Tech Entrepreneurs list. Profiled by The Guardian as a “Star of Tech City”. TEDx speaker with a TED talk reaching millions of views; forthcoming book Enter the Cult of Extreme Innovation, Penguin, 2026. Biography The first wave of AI in the enterprise was about pilots. The second is about whether large organisations can absorb the technology into the way they actually work. That gap, between AI capability and AI as operating reality, is the territory Mark Adams now spends most of his time inside. His route to that work is unusual. In 2003 he built the first digital transformation consultancy aimed at celebrities and public figures, advising A-list talent on how to operate in an internet-shaped media economy. The business was acquired by William Morris Endeavor, where he was installed as the entertainment industry’s first Chief Digital Officer. He then built a second business focused on consumer brand digital transformation, which VICE Media acquired in 2015. As Senior Vice President and Head of Innovation, he helped run the company through its expansion from a print title into a global youth media group. Today he chairs the AI Leadership Council, a panel of senior digital and AI practitioners who field questions from the public and from executives trying to make sense of the technology. The model is deliberate. Most AI commentary is one-directional. The Council works the other way, starting with the question the leader is asking and building the answer from operating practice. His forthcoming book with Penguin, Enter the Cult of Extreme Innovation, sits in the same territory: AI treated as a creative and commercial discipline rather than a topic. He has been named to the Sunday Times Top People in Britain, the Silicon 60 Global Tech Entrepreneurs list, The Drum Digerati and Debrett’s Top 10 Digital lists, and profiled by The Guardian as a “Star of Tech City”. The recognition matters less than the through-line: he has spent his career inside the institutions that have had to absorb digital change first, from celebrity talent to youth media, and is now working the same problem in AI. Key speaking topics AI adoption inside large organisations Digital transformation as operating change Brand building in algorithmic and AI-shaped markets Innovation as a managed practice Engaging younger audiences and youth-culture brands The cultural conditions for digital and AI change Ideal for Boards and executive committees moving from AI pilots to operating deployment Chief Marketing Officers and brand leaders rethinking brand in an AI and algorithm-led environment Chief Innovation, Digital and Transformation Officers responsible for execution, not just strategy Consumer-facing businesses trying to reach and retain younger audiences Audience outcomes A sharper read on which AI capabilities to build internally and which to buy or ignore Working language for translating AI between technical teams and senior decision-makers A practical sense of the cultural and operating conditions that determine whether AI investment pays back Specific reference points from inside VICE Media and from advising A-list talent on digital and AI shifts A frame for thinking about brand and audience in an algorithmically mediated market

Why organisations work with Mark Millar He has run the project management seat on BBC One’s DIY SOS since 2006, including the Swansea build of the UK’s first adapted surf school for people with disabilities, completed in eleven days. That is a specific, televised record of delivery under extreme constraint. He brings the trade voice to corporate audiences. Manufacturers, merchants, installers and developers book him because he speaks the language of the site as well as the boardroom. His Channel 5 presenting work, Dream Kitchens and Bathrooms with Mark Millar and Build Your Dream Home in the Country, makes him a recognisable on-camera host for product launches, awards nights and trade conferences. He runs a working building firm in Bristol with UK and international clients, so the operating advice is current rather than retrospective. Biography highlights Project Manager on BBC One’s DIY SOS, on screen and behind the scenes, since 2006. Presenter of Channel 5’s Dream Kitchens and Bathrooms with Mark Millar (2021) and Build Your Dream Home in the Country (2023). Led the September 2020 DIY SOS and Children in Need build in Swansea of an adapted surf school for people with disabilities, completed in eleven days. Owner of a Bristol-based building firm with UK and international project work. Trained as a carpenter in Northern Ireland through a four-year apprenticeship. Recurring host and guest across BBC and Channel 5 entertainment programming, including Pointless Celebrities and radio appearances. Biography The Swansea adapted surf school went up in eleven days. Mark Millar ran the site as Project Manager for BBC One’s DIY SOS, working with Children in Need on a build that became the first surf school in the UK designed for people with disabilities. That kind of work, where the deadline is fixed by a broadcast date and the brief is emotionally non-negotiable, is the discipline he has spent two decades practising on screen. Mark trained as a carpenter in Northern Ireland and has been the project management voice of DIY SOS since 2006. The role has been editorial as well as practical: he has visited every site and shaped which stories made it to air. The show has accumulated audiences and BAFTA recognition over its run, and Mark is the figure most associated with its delivery rhythm. Channel 5 built two series around him. Dream Kitchens and Bathrooms with Mark Millar (2021) follows homeowners through the rooms they cannot afford to get wrong. Build Your Dream Home in the Country (2023) takes him to self-build projects across the UK. He continues to run a Bristol-based building firm with celebrity and international clients, which keeps the on-screen advice anchored in current site economics. The reason corporate audiences in construction, manufacturing, merchanting and home improvement book him is specific. He is one of the few public figures in UK media who can carry a room of contractors, hold a brand stage, and explain the trade view to a board, without losing any of the three audiences. Key speaking topics Project management on complex builds The realities of running a building firm Trades, training and apprenticeship Television presenting and brand hosting Charity builds and community projects Customer experience in home improvement Ideal for Construction, merchant and manufacturer audiences at trade conferences and dealer events Home improvement and KBB sector brand activations and product launches Corporate hospitality and after-dinner audiences looking for a recognisable TV host Charity and community fundraising events with a build or trade dimension Audience outcomes A clear, on-the-tools view of how complex builds get delivered to fixed deadlines A working perspective on customer trust in trades, told from the contractor’s side Recognisable broadcast presence for awards, panels and product reveals Stories from DIY SOS sites that ground discussion of community impact in specific builds

Why organisations work with Mark Ritson His “diagnosis, strategy, tactics” framework gives marketing functions a structure for connecting brand spend to commercial outcomes – a discipline most organisations have never been taught and cannot easily develop internally. He spent 13 years as in-house brand consultant for LVMH, working with Louis Vuitton, Dom Perignon, and Hennessy. His commercial credibility comes from inside the world’s most valuable luxury portfolio, not from agency pitches or conference circuit opinion. His doctoral thesis on the social uses of advertising won the 2000 Ferber Award – the first non-US researcher to receive it – and his co-authored pricing research was cited by George Akerlof in his Nobel Prize acceptance speech. No other marketing speaker working today holds that combination of peer-reviewed standing and practitioner track record. The MiniMBA, which he founded and teaches personally, has graduated more than 20,000 practitioners globally. That scale gives him a precise, evidence-based view of where marketing competence breaks down in real organisations – and what it costs them commercially. Nearly 20 years of weekly column-writing in Marketing Week – and multiple PPA Business Columnist of the Year awards – have made him the most credible dissenting voice against marketing faddism. Organisations bring him in when they need someone to challenge internal orthodoxies with evidence rather than instinct. Biography highlights PhD in Marketing, Lancaster University; doctoral thesis won the 2000 Ferber Award as the best dissertation published in the Journal of Consumer Research – the first non-US recipient in the award’s history Faculty positions at London Business School, the University of Minnesota, Melbourne Business School, MIT Sloan (visiting), and Singapore Management University (visiting); MBA Best Teacher prizes at all four institutions In-house brand consultant for LVMH from 2002 to 2015, working directly with senior executives at Louis Vuitton, Dom Perignon, and Hennessy Marketing Week columnist for approximately 20 years; multiple PPA Business Columnist of the Year awards, the highest award for magazine journalism in the UK; British Society of Magazine Editors Business Columnist of the Year in 2018 and 2022 Founder and lead instructor of the MiniMBA in Marketing and MiniMBA in Brand Management; more than 20,000 graduates globally AMI Sir Charles McGrath Award (the highest marketing honour in Australia); IPA Honorary Fellow (2024); co-authored pricing research cited by Nobel Laureate George Akerlof in his 2001 acceptance speech Published in Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, and Journal of Advertising Biography Marketing departments spend. The harder question – what that spending actually produces commercially – is the one most organisations cannot answer. Mark Ritson has spent over two decades building the frameworks that make that answer possible, working from inside business schools, luxury brand headquarters, and the pages of Marketing Week simultaneously. His academic foundation is unusually strong. His PhD thesis, “The Social Uses of Advertising,” won the 2000 Ferber Award as the best doctoral dissertation in the Journal of Consumer Research – the first time a researcher outside the United States had received the honour. A Thouron Scholar at Wharton in 1995, he went on to hold faculty positions at London Business School, the University of Minnesota, Melbourne Business School, and MIT Sloan, winning the best teacher prize at each institution. His co-authored pricing research was cited by George Akerlof during his 2001 Nobel Prize acceptance speech. What separates Ritson from other marketing academics is sustained proximity to practice. From 2002 to 2015, he served as in-house brand consultant for LVMH, working with senior executives across Louis Vuitton, Dom Perignon, and Hennessy. That access – combined with nearly two decades writing a weekly column for Marketing Week – gave him a vantage point that bridges research, boardroom, and brand operations in a way few practitioners have held at the same time. In 2019, he left academia to focus on the MiniMBA, an online platform he founded to make evidence-based marketing education available at scale. More than 20,000 practitioners have now completed the programme, built around his “diagnosis, strategy, tactics” framework. The AMI gave him the Sir Charles McGrath Award – the highest honour for marketing in Australia – and the IPA made him an Honorary Fellow in 2024. His consistent argument is that marketing’s commercial standing in the boardroom depends not on new technology or new trends, but on practitioner competence. Key speaking topics Marketing strategy and brand management Pricing strategy and commercial decision-making Marketing effectiveness and measurement Brand building versus performance marketing Marketing capability and practitioner competence Evidence-based marketing frameworks Ideal for CMOs and senior marketing leaders facing board-level scrutiny of marketing budgets and accountability Executive leadership teams seeking a commercial framework for evaluating marketing investment Organisations investing in marketing capability development at scale Strategy, brand, and commercial functions in consumer-facing businesses where the link between brand and revenue is contested Audience outcomes A working framework for connecting marketing strategy to commercial outcomes, grounded in the “diagnosis, strategy, tactics” model Clarity on the evidence base for brand building versus short-term performance marketing, and practical guidance on how to argue for the right balance internally Sharpened understanding of pricing as a strategic rather than a tactical discipline Practical tools for improving the quality of marketing decisions: briefing standards, brand positioning, and market orientation The language and evidence to challenge marketing orthodoxies and fads in their own organisations

Why organisations work with Mark Sanborn The Fred Factor is a recognised internal language for service standards. Costco, FedEx, Harley-Davidson and ServiceMaster have used the book and keynote to give frontline employees a shared definition of what extraordinary looks like. He treats leadership as a behaviour, not a role. You Don’t Need a Title to be a Leader gives organisations a way to mobilise discretionary effort from people who will never sit on an executive team. The Potential Matrix from The Potential Principle is a named framework for closing the gap between current performance and capacity, structured around four domains and four tools that managers can apply without consultants. Hall of Fame credentials with weight. Past President of the National Speakers Association, holder of the Cavett Award and a CPAE Speaker Hall of Fame member, the three highest distinctions the profession confers. Leadership Expert in Residence at High Point University since 2019, an active academic affiliation that grounds the keynote content in current student and faculty work. Biography highlights Author of The Fred Factor, over two million copies sold in 20-plus languages, a New York Times, Wall Street Journal, USA Today and BusinessWeek bestseller. Eight books in total, including You Don’t Need a Title to be a Leader, The Potential Principle and The Intention Imperative, published by Currency, Crown Business and Thomas Nelson. Leadership Expert in Residence, High Point University. Past President, National Speakers Association; CPAE Speaker Hall of Fame; Certified Speaking Professional. Cavett Award recipient, the NSA’s highest honour. Leadership programmes taught in 90 countries via Crestcom International; client list includes Costco, FedEx, Harley-Davidson, Cisco, IBM, KPMG, ESPN, General Motors and Toyota Financial Services. Biography Postal carrier Fred Shea delivered mail in Denver with such care that he became the subject of a book that has sold over two million copies in more than twenty languages. The Fred Factor turned a single neighbourhood story into a corporate standard for service, and gave Mark Sanborn the platform from which a much broader body of leadership work has been built. The work treats leadership as a daily behaviour rather than a position. You Don’t Need a Title to be a Leader argues that organisations underestimate the influence of people without formal authority, and overestimate the influence of those who only have it. The argument lands with operating leaders because it maps onto the gap they already feel between strategy and execution. Subsequent books extend the same thesis into structured frameworks. The Potential Principle sets out the Potential Matrix, four domains (thinking, performing, learning, reflecting) crossed with four tools (disrupt, refocus, engage, expand), for closing the distance between current and capable performance. The Intention Imperative argues that culture, inspiration and emotion are the three deliberate practices of the modern leader, not the soft consequences of good strategy. The credentials are unusually concentrated. Past President of the National Speakers Association, CPAE Speaker Hall of Fame member, holder of the Cavett Award, Leadership Expert in Residence at High Point University, and creator of training programmes taught in 90 countries through Crestcom International. Costco, FedEx, Harley-Davidson and IBM return to the same body of work because it makes service and leadership behaviour teachable at scale. Key speaking topics Everyday leadership without formal authority Service excellence and customer experience standards Organisational performance and accountability cultures Personal and team potential Intentional culture and engagement Leadership legacy and succession Ideal for CEOs and operating leaders setting service or culture standards across a distributed workforce CHROs and learning leaders building scalable leadership development for non-managerial staff Customer experience and service leaders in retail, hospitality, logistics and financial services Franchise and dealer networks where brand experience depends on people the corporate centre does not employ Audience outcomes A shared vocabulary for what extraordinary service looks like inside their own organisation A practical model for developing leadership behaviour in employees who hold no formal authority The Potential Matrix as a working tool for identifying where individual and team performance is capped A clearer view of culture, inspiration and emotion as deliberate leadership practices, not side effects Specific behavioural changes that frontline managers and individual contributors can apply the next working day

Why organisations work with Mark Schaefer A connected, multi-book argument about where marketing economics are actually going, from Marketing Rebellion to Belonging to the Brand to Audacious, rather than a single talk track repackaged. A working position at the front of the AI-and-marketing conversation, anchored in his Rutgers “Mini-MBA: Digital Marketing in the Age of AI” and his book Audacious: How Humans Win in an AI Marketing World. A serious thesis on community as a marketing asset, with case work on brands like Sephora, that gives CMOs a defensible alternative to paid-media-only growth plans. Direct consulting and keynote experience with global enterprises including Pfizer, Cisco, P&G, Coca-Cola, McKinsey, Adidas, Johnson & Johnson, and the U.S. Air Force, which means examples land for both regulated and consumer-facing audiences. A teaching habit, three years studying under Peter Drucker and an active Rutgers executive education role, that shows up in how he structures sessions: argument, evidence, frameworks leaders can take into a Monday meeting. Biography highlights Executive Director of Schaefer Marketing Solutions, with consulting work for Pfizer, Cisco, P&G, Coca-Cola, McKinsey, Dell, Adidas, Johnson & Johnson, the U.S. Air Force, and the UK Government. RBS Executive Education Lecturer at Rutgers Business School; teaches the Mini-MBA in Digital Marketing in the Age of AI and graduate marketing classes. Author of twelve best-selling marketing books, including Marketing Rebellion, Belonging to the Brand, KNOWN, The Content Code, Cumulative Advantage, Return on Influence, How AI is Changing Your Customers, and Audacious: How Humans Win in an AI Marketing World. Audacious launched with the first AI-driven Augmented Reality book cover and reached #1 in Amazon’s marketing category. Founder and co-host of The Marketing Companion podcast and publisher of the {grow} marketing blog. Featured commentator and contributor across The Wall Street Journal, The New York Times, CNN, CBS News, BBC, NPR, Wired, and Harvard Business Review. Keynote speaker at South by Southwest, the Institute for International and European Affairs, Marketing Summit Tokyo, and Social Media Week London; has lectured at Oxford, Carnegie Mellon, and Princeton. Named the third-most influential digital marketing authority by Brand24 in 2025. Biography The cost of reaching a customer keeps rising while the trust those impressions buy keeps falling. Marketing Rebellion: The Most Human Company Wins set out the argument that built much of Mark Schaefer’s reputation, that businesses are no longer built on advertising impressions but on human impressions that help customers believe, belong, and find meaning. It is used as assigned reading at more than 70 universities and has been translated into 20 languages. That argument has continued through Belonging to the Brand, which makes the case for community as the next durable marketing strategy, and Audacious: How Humans Win in an AI Marketing World, which examines brands like e.l.f. Beauty, HBO, and Giant Spoon to show how creative nerve, not algorithmic optimisation, captures attention in saturated markets. Audacious reached number one in Amazon’s marketing category and launched with what the publisher described as the first AI-driven Augmented Reality book cover. His authority is grounded in operating credentials, not commentary alone. Schaefer runs Schaefer Marketing Solutions and has consulted for Pfizer, Cisco, P&G, Coca-Cola, McKinsey, Adidas, Johnson & Johnson, and the U.S. Air Force. At Rutgers Business School, he is the Executive Education lecturer behind the Mini-MBA in Digital Marketing in the Age of AI, and he has lectured at Oxford, Carnegie Mellon, and Princeton. He studied under Peter Drucker for three years, and the structural rigour of that lineage is visible in the way his frameworks are built. He also runs the infrastructure most marketing thinkers only write about. The Marketing Companion is one of the longer-running marketing podcasts in the field, and the {grow} blog has been a fixture in the discipline for over a decade. The result, for senior commercial audiences, is a speaker who treats marketing as a system and tests his arguments in public, every week, against an audience that includes practitioners and competitors. Key speaking topics Human-centred marketing strategy Brand community as a growth strategy AI in marketing and creative work Personal branding for executives and professionals Customer trust, loyalty, and the post-advertising buyer Content strategy and influence Cumulative advantage and competitive momentum Ideal for CMOs, brand directors, and heads of marketing rebuilding strategy around community and human connection. CEOs and commercial leaders questioning the ROI of paid-media-led growth plans. Heads of customer experience and digital who need to integrate AI without losing brand distinctiveness. Communications, PR, and corporate marketing leaders in regulated industries facing trust and credibility challenges. Audience outcomes A reframed view of where marketing value now sits: human impressions, community, and creative nerve over paid reach. Concrete case examples, including Sephora, e.l.f. Beauty, HBO, and Giant Spoon, that audiences can map against their own categories. A working position on how to use AI in marketing without becoming indistinguishable from competitors using the same tools. A clearer set of questions to bring back to brand, content, and customer experience teams about what they should stop funding. A vocabulary for talking to boards about brand and community as commercial assets, not soft costs.

Why organisations work with Martin Glenn He has run the P&L at four large consumer businesses and a national governing body, so brand arguments arrive with operator credibility, not agency theory. The Walkers story is a working case study, not an anecdote: he took share from roughly 30 percent to over 60 percent and built the Lineker campaign that still defines the category. He has done the hard version of culture change at the FA, including a 40 percent revenue lift and a record commitment to women’s football, while the senior England teams reached the 2018 World Cup semi-final. He led the United Biscuits turnaround through to a clean exit to Yildiz Holdings in 2014, which gives boards the rare combination of brand instinct and a private-equity-grade financial outcome. He is one of the few UK CEOs to have reached the top through marketing, which makes him useful when a board needs to rewire how the marketing function is positioned and resourced. He chairs PGMOL through one of the most publicly scrutinised reform programmes in English sport, and chaired Chapel Down through its admission to AIM and 2025 strategic review. Biography highlights Former Chief Executive of The Football Association, 2015 to 2019. Former CEO of United Biscuits, Birds Eye Iglo, and President of PepsiCo UK and Ireland. Architect of the Walkers crisps growth story, including the Gary Lineker advertising campaign. Chair of Professional Game Match Officials Limited since January 2024, the body that runs every referee in English professional football; Chair of the Football Foundation since 2020. Former Chair of Chapel Down Group, England’s largest winemaker, 2020 to 2025; oversaw the company’s admission to AIM in December 2023. Author of “The Best Job in the World”; President of The Marketing Society, 2014 to 2017; PPE graduate of Merton College, Oxford. Biography Walkers was a regional crisps brand in 1992. By the time Martin Glenn finished with it, it held more than 60 percent of the UK market and the Gary Lineker campaign had become the longest running advertising property in the country. That growth story is the spine of his career and the reason boards still bring him in. He spent fifteen years at PepsiCo, ending as President of PepsiCo UK and Ireland, before moving into private equity as CEO of Birds Eye Iglo and then United Biscuits, which he sold to Yildiz Holdings in December 2014. Each role asked the same question in a different setting: how do you grow a mature consumer business when distribution is solved and the next point of share has to come from the brand. In 2015 he answered a different version of the question at The Football Association. Over four seasons he restructured the organisation, oversaw a 40 percent rise in revenue, put a record investment behind the women’s game, and worked on the culture at St George’s Park that fed England’s run to the 2018 World Cup semi-final. He left at the end of the 2018-19 season into a portfolio of board roles. As Chair of Chapel Down from 2020 to 2025 he refocused the business onto premium sparkling wine and took it through its admission to AIM in December 2023. Since January 2024 he has chaired Professional Game Match Officials Limited, the body responsible for every referee in English professional football, helping the executive modernise an organisation that operates under permanent public scrutiny. He also chairs the Football Foundation, the UK’s largest sports charity. He is a PPE graduate of Merton College, Oxford, a former President of The Marketing Society, and the author of “The Best Job in the World”, which sets out the Walkers playbook in detail. The through-line is unusual: a CEO who came up through marketing and treats brand as the operating system of the business rather than a downstream function. Key speaking topics Brand-led growth in mature consumer markets Marketing as a route to general management Turnarounds and private equity exits Culture change inside national institutions The CEO operating model for FMCG businesses Leading governance reform under public scrutiny Ideal for CMOs, CEOs and boards in FMCG, retail and consumer health weighing brand investment against margin pressure. Chairs and CEOs of sports bodies, federations and member organisations facing structural reform. Private equity portfolio companies preparing for a brand-led value creation plan or exit. Senior marketing leaders being positioned for general management or P&L roles. Audience outcomes A clear view of how brand investment shows up in market share and enterprise value, drawn from the Walkers and United Biscuits numbers. A working model for the marketer-to-CEO transition, including what marketing leaders typically have to unlearn. A candid account of leading culture change inside a national institution under public scrutiny. Specific lessons on turnaround sequencing, from cost discipline through to brand reinvestment and exit.

Why organisations work with Martin Lindstrom He built his reputation on primary research, not commentary. The fMRI study behind Buyology covered 2,000 consumers across five countries; the fieldwork behind Small Data covered 2,000 families across more than 70 countries. He gives senior teams a method, not a slogan. Small data is a working approach for finding the unspoken consumer signal that quantitative research routinely misses. He has advised brands across categories most consultants never touch in the same year, from Pepsi and Nestle to Burger King, Lowe’s, LEGO, and Disney, which means his diagnoses translate across very different commercial contexts. He treats internal bureaucracy as a brand problem. The Ministry of Common Sense names a tension every CEO recognises: the gap between what the company promises customers and what its own processes allow employees to deliver. His authority is independently signalled. TIME’s 100 Most Influential People, repeated Thinkers50 rankings, and a Wall Street Journal verdict on Brand Sense as one of the five best marketing books ever written are not bureau claims; they are matters of public record. Biography highlights Founder and chairman of Lindstrom Company, advising Fortune 500 clients including Pepsi, Nestle, Google, Burger King, Lowe’s, LEGO, Disney, and Unilever. Named to TIME’s 100 Most Influential People in the Scientists and Thinkers category. Multiple-time Thinkers50 ranked thinker, including positions of #18, #36, and #20 in successive listings. Author of seven New York Times bestsellers, translated into roughly 60 languages, including Buyology, Brandwashed, Small Data, Brand Sense, and The Ministry of Common Sense. Columnist for TIME, Fast Company, and Harvard Business Review; recurring contributor on NBC’s TODAY show. Featured in Morgan Spurlock’s documentary The Greatest Movie Ever Sold (2011). Biography The fMRI study behind Buyology scanned the brains of 2,000 consumers across five countries to test what advertising and branding actually do inside the human head. Most of what the marketing industry believed about why people buy did not survive the data. That study, and the books that followed, made Martin Lindstrom one of the few branding voices senior leaders take seriously on the science of consumer decision-making. He runs Lindstrom Company, a brand and culture transformation firm whose client list reads as a cross-section of the global economy: Pepsi, Nestle, Google, Burger King, Lowe’s, LEGO, Disney, Unilever. The work is not pitch theatre. It is rebuilding brand strategy around evidence drawn from ethnographic fieldwork, neuroscience, and the unguarded behaviour of real customers in their own homes. His Small Data method came out of more than a decade visiting families in over 70 countries, looking for the small inconsistencies that point to unmet consumer needs. The thesis is direct. Big data tells you what is happening at scale. Small data tells you why, and where the next product or positioning idea actually lives. It is a working method, used inside the Lindstrom Company practice, not a publishing concept. The Ministry of Common Sense extends the same instinct inward. Lindstrom argues that most large companies have engineered themselves into a state where employees cannot do the obvious right thing for a customer without breaching a process. Strip the bureaucracy, restore common sense, and brand performance follows. Buyers who book him for the marketing thesis often find the organisational thesis is the one their executive team keeps quoting back six months later. Key speaking topics Brand strategy and consumer neuroscience Small data and ethnographic customer insight Culture transformation and corporate common sense Customer experience and behavioural decision-making Marketing effectiveness in the AI era Future of retail and physical-digital strategy Ideal for CMOs and brand leaders rebuilding propositions around customer evidence rather than category convention. CEOs and COOs whose internal processes are eroding the customer experience their brand promises. Strategy, innovation, and customer insight teams looking for a working method to find unmet needs. Global leadership conferences and senior offsites where the brief is commercial reinvention. Audience outcomes A clearer reading of why current consumer research keeps producing the wrong answers, and what to use instead. A practical introduction to small data as a method for surfacing unmet customer needs. A direct view of where internal bureaucracy is quietly killing brand and commercial performance. Named examples from Fortune 500 engagements that translate into questions a leadership team can ask the next morning.

Why organisations work with Martin Newman He has run multichannel and digital operations inside Burberry, Harrods, Ted Baker, Pentland Brands and Intersport, so the customer-centricity argument lands as operating advice, not consultancy theory. He built and sold a 100-person global e-commerce consultancy, Practicology, acquired by Pattern in 2018, which gives him a P&L view of what customer experience is actually worth. His framework of new ROIs, set out in “ROI Reimagined”, gives leadership teams a concrete way to measure inspiration, integrity, inclusion, innovation and intervention alongside conventional financials. “100 Practical Ways to Improve Customer Experience”, co-authored with Malcolm McDonald, was shortlisted for the Business Book Awards 2019 and is used inside organisations as an operating reference, not a one-off read. He designed and teaches the Mini-MBA in Customer Centricity with Oxford College of Marketing, so the same content can be extended from a keynote into a structured learning programme for a leadership cohort. Biography highlights Founder of The Customer First Group and Customer Service Action, an independent platform for consumers to escalate service issues directly to CEOs. Founder of Practicology, scaled to around 100 staff across the UK, EU, Middle East and Asia, sold to US-based Pattern in 2018. Author of “100 Practical Ways to Improve Customer Experience” (Kogan Page, with Malcolm McDonald), shortlisted for the Business Book Awards 2019. Author of “The Power of Customer Experience” (Kogan Page) and “ROI Reimagined: 11 Bold New Ways to Measure What Really Matters”. Course director of the Mini-MBA in Customer Centricity, delivered with Oxford College of Marketing. Senior multichannel, digital and e-commerce roles at Burberry, Harrods, Ted Baker, Pentland Brands and Intersport. Biography Burberry, Harrods, Ted Baker, Pentland Brands and Intersport all sat inside the same generation of UK retailers that had to rebuild their business around digital while keeping the store estate honest. Newman ran multichannel and e-commerce operations inside several of them, which is where his customer-centricity argument actually comes from. He then founded Practicology, an e-commerce consultancy he scaled to around 100 people across the UK, EU, Middle East and Asia before selling it to Pattern in 2018. That experience gives him a commercial view of customer experience that most CX speakers do not have, namely what it is worth to a board, and where investment in it gets blocked. Two books with Kogan Page set out the framework. “100 Practical Ways to Improve Customer Experience”, co-authored with Malcolm McDonald, was shortlisted for the Business Book Awards 2019. “The Power of Customer Experience” makes the commercial case for customer-centricity as a growth strategy. His most recent book, “ROI Reimagined”, proposes eleven new measures of return, including return on integrity, inclusion, innovation and intervention, intended to sit alongside the financial metrics that already run the business. Alongside the books and keynote work, Newman runs Customer Service Action, a platform that escalates unresolved consumer issues to CEOs, and teaches the Mini-MBA in Customer Centricity with Oxford College of Marketing. Both extend the same argument: that when service operating choices are visible at the top of the organisation, behaviour changes. Key speaking topics Customer centricity as commercial strategy Customer experience and brand loyalty The new ROIs of customer-led business Multichannel and digital retail operations Organisational culture and the customer Voice of the customer and service recovery Customer-led growth in consumer-facing sectors Ideal for Boards and executive teams in retail, consumer goods, hospitality, financial services and telecoms reviewing their customer strategy CMOs, Chief Customer Officers, CX directors and digital leaders Transformation leads working on culture, service and operating model alongside digital change Leadership development cohorts running CX or growth-focused programmes Audience outcomes A clearer commercial argument for treating customer experience as a board-level strategic lever, not an operational function A working vocabulary for the new ROIs that customer-centric organisations are measuring alongside financials Specific operating examples from inside Burberry, Harrods and other named retailers that translate to other consumer-facing sectors A sharper view of where the gap typically sits between stated customer strategy and the experience the organisation actually delivers Practical reference points from “100 Practical Ways to Improve Customer Experience” that leadership teams can apply after the session

Why organisations work with Martin Roll He wrote the reference text on Asian brand strategy. “Asian Brand Strategy”, named one of Strategy+Business’s Best Business Books on Marketing the year after publication, is still the credential boards reach for when they need someone who has thought seriously about brand building outside the Western frame. He sits inside the family enterprise field, not next to it. As INSEAD Distinguished Fellow at the Wendel International Centre for Family Enterprise, he advises principals and next-generation leaders on succession, governance, and strategy with a practitioner’s view, not an academic’s distance. McKinsey retains him as a senior advisor on family business and family office mandates. That is a hard credential to fake, and a useful signal for boards that want strategy advice with the rigour of a tier-one firm and the candour of an outside operator. He moves credibly between two audiences most speakers cannot bridge: C-suites at multinational consumer companies looking at Asian growth, and principals of family-controlled enterprises wrestling with continuity. The same frame, branded value creation under contested ownership conditions, applies to both. Biography highlights Distinguished Fellow at INSEAD’s Wendel International Centre for Family Enterprise; Entrepreneur in Residence at INSEAD. Senior Advisor to McKinsey & Company on family business and family office strategy. Author of “Asian Brand Strategy” (Palgrave Macmillan), named a Strategy+Business Best Business Book on Marketing. Co-author of “The Future of Branding” with Kevin Lane Keller, Don E. Schultz and Rajendra K. Srivastava. Faculty across INSEAD, CEIBS and Nanyang Business School; guest lecturer at Harvard, Wharton, ESSEC, IE. Columnist at INSEAD Knowledge and Harvard Business Review; editor and host of the INSEAD Family Business Podcast. Biography Asian companies spent two decades being told that brand-building was a discipline they would eventually import. The argument in “Asian Brand Strategy” was the opposite. The book, published by Palgrave Macmillan and named a Best Business Book on Marketing by Strategy+Business, made the case that Asian firms would build global brands on their own terms, with their own founder dynamics, their own ownership structures, and their own customer logic. Two decades of work since then has tracked that thesis as it played out across consumer goods, luxury, and family-controlled conglomerates. That work runs through Martin Roll Company, the Singapore advisory firm Roll founded after 25 years of board and C-suite counsel to multinationals, Asian corporates, and global business families. He is a Senior Advisor to McKinsey & Company on family business and family office strategy, and Distinguished Fellow at INSEAD’s Wendel International Centre for Family Enterprise, where he leads research and teaching on the strategy and governance questions that decide whether family enterprises survive succession. His teaching reach is unusually wide. He sits on the faculty at INSEAD, CEIBS and Nanyang Business School and guest lectures at Harvard, Wharton, ESSEC, and IE. His writing appears regularly in INSEAD Knowledge and Harvard Business Review, and he edits and hosts the INSEAD Family Business Podcast, which has become one of the more substantive channels for next-generation leaders working through governance and continuity in private. The combined record matters because the questions he answers, how to build a brand outside the Western default, how to professionalise a family enterprise without breaking what made it work, are the kind boards usually meet through three different specialists. Roll holds the brief in one place, and writes about it with the discipline of someone who has had to deliver on it. Key speaking topics Asian brand strategy and global brand building Family business strategy and succession Family office governance and capital strategy Luxury brand management Leadership of family-controlled enterprises Asia growth strategy for multinational corporates Brand-led value creation Ideal for Boards and CEOs of consumer and luxury businesses pursuing Asian growth Principals and next-generation leaders of family-controlled enterprises Family office leadership and investment committees CMOs and brand strategy leadership at multinationals expanding in Asia Audience outcomes A clearer view of how Asian brand-building actually works, including where Western playbooks fail and where they translate. A practical frame for the strategy and governance decisions that determine whether a family enterprise survives the next generation. A sharper read on brand as a commercial asset on the balance sheet, not a marketing line item. A grounded view of what professionalising a family business requires, beyond org-chart changes.