Phil Barden Email & Phone Number

Why did Dove's 'real women' campaign work in skincare but not in haircare? Why did the Tropicana redesign pass all the research hurdles yet lose $27m in sales? How did T-Mobile's relaunch drive a 49% sales increase? The answers lie in 'decision science' and we're world leaders in this new field. We combine hands-on, pragmatic, client-side brand management experience with leading edge cognitive & social psychology, neuroscience and behavioural economics to give greater analytical power, greater… Show more Why did Dove's 'real women' campaign work in skincare but not in haircare? Why did the Tropicana redesign pass all the research hurdles yet lose $27m in sales? How did T-Mobile's relaunch drive a 49% sales increase? The answers lie in 'decision science' and we're world leaders in this new field. We combine hands-on, pragmatic, client-side brand management experience with leading edge cognitive & social psychology, neuroscience and behavioural economics to give greater analytical power, greater predictive power and to help you sell more - by understanding what drives decisions. Show less

Responsible for £2.6BN consumer revenue & creating, launching & managing consumer propositions eg Flext, the UK's fastest selling mobile tariff ever! After that, promoted to VP Brand Development, Europe, relaunching the brand across 10 countries with the 'Life Is For Sharing' platform, including the iconic 'dance' flash mob TV ad in London's Liverpool St station.

Various Marketing & entrepreneurial general mgt roles (Brooke Bond Foods 1986-93, Business Unit Manager Poland / CEE 1994-96, Relationship & Interactive Marketing Director 1997-2001 - set up & ran the Jigsaw Consortium introducing CRM to Unilever, Kimberly-Clark and Cadbury)