|Member Since||10 Jul 2009|
|Areas of Expertise||B2B Marketing, Multichannel Marketing, Social Media, Strategy and Planning, User Experience and Usability|
Mike is a senior consultant and published author, specialising in consumer-led marketing and innovation. He calls this new area of endeavour “Behind The Line”.
He has advised some of the world’s leading brands, media companies and international stars, including Nokia, Diageo, Telefonica, Bacardi Global Brands, Sky, BT, Sony BMG, Sony ATV, Ogilvy & Mather, Robbie Williams, Dido and Simon Cowell.
Mike is the co-author of the seminal work on consumer-led business strategy, Promiscuous Customers: Invisible Brands – Delivering Value in Digital Markets (Capstone, Oxford, 2002), and has written regularly for publications as diverse as The Wall Street Journal, Design Week, The Design Management Journal and New Media Age. His blog, The Strategy Review, (www.thestrategyreview.com) covers current and future marketing and strategy issues.
Mike is a popular and exciting speaker on current issues such as post-Internet brand strategy, consumer culture, digital marketing, and branded entertainment. Among many successful speaking engagements, he has delivered brand and entertainment strategy master classes at Midem, AdTech London, The Marketing Society and the IESE Business School in Barcelona.
After a successful international career in music, including 7 years in the US, Mike was an early entrant into digital media in 1992, and worked in interactive publishing and branding, e-business strategy and management.
Since 2001 and the publication of Promiscuous Customers, he has specialised in consumer-led marketing and innovation, working recently with global brand leaders such as Telefonica’s O2, Nokia and Diageo on “post-Internet” marketing and advertising, social media, mobile applications and brand entertainment.
In this capacity, Mike has won accolades from industry leaders including Tim Clark, manager of Robbie Williams, Rory Sutherland, Vice-Chairman of Ogilvy and President of the IPA, and Mark Selby, VP Industry Partnerships, Nokia.