Will is an experienced and globally respected authority on consumer strategy

He predicted the growth of online social networking; craft, provenance, localism; on-demand and streaming; retro pastimes and ‘kidulting’. He spent half his career in marketing communications, half in research, so understands both how consumers think and how that can radically 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 national and international 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, running campaigns for 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, Verve 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 writes consumer trends columns for The Institute of Directors (IoD) magazine ‘Director’ and ‘Huffington Post’.

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