Author of Best-Selling Contagious: Why Things Catch On
Expert on Word of Mouth and How Products and Ideas Become Popular
Jonah Berger is the James G. Campbell associate professor of marketing at the Wharton School of Business at the University of Pennsylvania. The author of New York Times and Wall Street Journal ’s best-selling Contagious: Why Things Catch On, Berger examines how decision making and social dynamics generate collective outcomes such as social contagion and trends. He is an exciting and fresh voice on viral marketing.
Berger studies social influence and social epidemics, or how products, ideas, and behaviors catch on and become popular. Berger explains the key emotional and societal factors that push people to share a link or mail a video – the basic human drivers that power sharing and word of mouth, one of the most credible and influential forms of advertising. He believes we are too focused on the medium – Facebook, YouTube, and Twitter only serve as tools that amplify this very human process.
Berger has published dozens of articles in top-tier academic journals like Journal of Consumer Research, Marketing Science, and myriad others. Popular accounts of his work have appeared in places like the New York Times, the Wall Street Journal, the Washington Post, Harvard Business Review, Wired, BusinessWeek, Fast Company, the Atlantic, the Economist, and more. His research has also been featured in the New York Times Magazine’s annual “Year in Ideas” issue.
Mark Bowden is an expert in human behavior and body language. He is the creator of TRUTHPLANE®, a communication training company and unique methodology for anyone who has to communicate with impact. Mark’s compelling and informative keynote speeches and training workshops on persuasive and influential communication structures and techniques are helping people all over the world to stand out, win trust and profit when they speak.
Mark’s publications include bestselling Winning Body Language (MH 2010); Winning Body Language for Sales Professionals (MH 2012); and Tame the Primitive Brain – 28 Ways in 28 Days to Manage the Most Impulsive Behaviors at Work (Wiley 2013). Mark is also the co-creator of online training product Presentation Genius™, the most exciting way to improve presentation skills available on any screen.
Mark’s client list of leading business people, teams, and politicians currently includes presidents and CEOs of Fortune 500 companies and current Prime Ministers of G8 powers. Voted #1 in the world’s top 30 Body Language Professionals 2015 by GlobalGurus.org for the second year running, Mark is also honored to be a member of the TED community, having spoken on the main stage at TEDx Toronto. Mark is a regular guest on daytime TV as the body language expert on Canadian Broadcaster CTV’s The Social Television Show.
RORY SUTHERLAND (23rd only)
Rory Sutherland is the Vice-Chairman and Executive Creative Director of advertising and media company Ogilvy Group.
After a spell teaching at a grammar school (and finding his colleagues far more challenging than the pupils), Rory applied to a number of advertising and marketing agencies and was offered a planning role by Ogilvy & Mather. He was asked to leave the Planning Department and moved to the Creative Department instead as a junior copywriter. He worked on accounts including American Express, Royal Mail, and the relatively obscure software company Microsoft.
Despite approaching Microsoft with the idea of a system whereby people could share Office documents over the nascent internet and being roundly rejected, Rory went on to help found OgilvyOne, the group’s dedicated digital and direct agency, and he remains an advocate of so- called ‘360 Degree Branding’ ensuring brands have a coherent, joined-up presence in all relevant media areas.
Rory was appointed Head of Copy, and shortly afterwards Creative Director of Oglivy. He has also served as the president of the Institute of Practioners in Advertising (IPA) – the first ‘creative’ to do so. Ogilvy is now part of the massive WPP ad and media group and count Ford, Unilever, IBM, American Express, BP, and British Airways amongst their top accounts.
With characteristic wit and erudition Rory looks at the successes, the failures and the outright bizarre from the ad world. He analysevs what branding means, what creativity is, and the value of persuasion over compulsion. He considers how the potato was rebranded by Friedrich the Great of Prussia, the mysteries behind advertising, why the media is like food and why cheap, imaginative answers can often better than expensive ones.
Andrew co-founded The Bakery in 2013, the World’s first dedicated tech accelerator for the advertising and marketing industry. Based in London’s Tech City, near the Old Street Roundabout, he provides the sales and marketing rocket-fuel that helps large brands work with innovative technology companies, getting new technology to market at rocket speed.
Prior to The Bakery, Andrew capped a 20 year corporate Sales & Marketing career within large IT organisations by co-founding 2 successful technology businesses, raising over $42m in venture funding, and growing both in Europe and the US.
In 2012, as London’s Tech City Champion, he also helped fuel the growth of Europe’s fastest growing creative digital and tech cluster.
As a Dealmaker for the UK Government’s Global Entrepreneur Programme, he encourages Foreign Direct Investment in the UK, helping entrepreneurs and their businesses go global from a UK HQ.
Nathalie Nahai (24th only)
Nathalie Nahai is a new kind of futurist who delivers scientific as well as theoretical insight regarding why and how we use the internet and other forms of technology.
As a web psychologist, Nathalie’s approach is based on empirical evidence drawn from a wealth of disciplines including psychology, human computer interaction, neuroscience, and behavioural economics.
With a background in psychology, web design and development and digital strategy, Nathalie coined the term ‘Web Psychology’ in 2011, defining it as ‘The empirical study of how our online environments influence our attitudes and behaviours’. Her first book, Webs Of Influence: The Psychology of Online Persuasion was published by Pearson in 2012 and became a business best-seller following its selection as WHSmith’s Book of the Month.
Nathalie’s focus is to help businesses understand how they can use psychology online to design more effective products, platforms and services. She also informs consumers and businesses alike about how technology can be engineered to influence our decisions and behaviours, and how this can be leveraged in an ethical way that benefits both the business and their customers.
When speaking to the consuming public, Nathalie’s work delves into explaining the various ways our decisions are influenced online, and the various ways in which the internet and technology impacts our daily life.
Nathalie has delivered keynote addresses to a wide range of audiences both in the UK and around the world. Past clients include Google, eBay, Harvard Business Review, Unilever, Lund University and others (from cybercrime companies to design agencies), and she has spoken at prestigious conferences across the globe.
As well as appearing on national TV and radio, Nathalie has written for national publications and is a resident columnist at Marketing Week. She is also the founder of Humanise The Web, a conference that explores both how the internet influences our behaviours, and how businesses can harness persuasive technologies for good. She lives in London and is currently writing her second book.
Rita Clifton CBE (24th only)
Rita Clifton is an international branding expert, dubbed a ‘brand guru’ by the Financial Times. She is the former President of the Market Research Society and the former CEO and Chair of Interbrand, the leading brand consultancy which also compiles the highly respected ‘Best Global Brands’ list.
Prior to Interbrand, Rita was Vice Chairman and Strategy Director at Saatchi & Saatchi during one its most prosperous and creative periods. She has since pioneered work on internal brand management, digital branding and ‘brand futures’ for clients including eBay, BMW, McDonalds and Samsung.
In a nutshell, Rita defines a brand as an ‘organising idea to set you apart from the competition.’ The brand is the most important and sustainable asset any organisation has, and it influences everything the organisation does. It’s about having strong values and ethics, communicating and living up to them – especially in a digital world where mistakes are never forgotten. Above all, if you don’t have trust, you can’t have a brand.
Rita is author of The Future of Brands and The Economist book Brands and Branding. She is a regular media commentator on brands and marketing, including on Radio 4, Sky, Channel 4 and BBC TV and in the pages of the Financial Times and Marketing Week.
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