Will Higham brings years of experience to help future-proof your strategies

Will is a global authority on predicting new customer behaviours and how best to monetise them. He spent half his career in marketing, half in research, so understands how consumers think – and how that can impact the bottom line.



He founded strategic consultancy Next Big Thing in 2002. It has since helped build future-proof strategies for a wide range of blue chip clients: from BBC to HSBC, Sainsbury’s to Siemens.

His first trends role was Senior Trends Consultant at Breaking Trends consultancy, helping clients from British Telecom to Levis. He was later appointed MD of research agency OnePoll, working with major clients like Kelloggs, Findus and Hilton Hotels.

He gained his initial experience with consumers in the entertainment industry in the 1990s. He began in marketing communications at Sony Music, where he worked with acts from Michael Jackson to Motorhead. He later worked as Marketing Manager at Virgin and then Universal, where he ran campaigns for The Rolling Stones, The Cure, David Gray and others.

He wrote the first UK handbook for trend strategists: ‘The Next Big Thing: Spotting and Forecasting Consumer Trends For Profit’ (Kogan Page, 2009), since translated into four languages.

He’s spoken at, chaired and facilitated conferences and internal events for brands, media and industry bodies: from Barclaycard to Retail Week, Virgin Trains to FHM.

He’s been interviewed across media – BBC to Bloomberg TV, Cosmopolitan to The Times – and written for The Economist,
Ad Week, The Marketer, New Statesman and Viewpoint.

He currently writes consumer trends columns for both The Institute of Directors (IoD) magazine ‘Director’ and The Huffington Post.