Patrick Barwise

Professor Patrick Barwise is an expert on marketing and media – specialising in brands; advertising; customer focus; media trends; and broadcasting policy. His research interests include customer-focused strategy and execution; using customer insights to improve business performance; and marketing leadership. His next book, The 12 Powers of a Marketing Leader, coauthored with former McKinsey partner Thomas Barta, will be published by McGraw-Hill in September 2016. Outside of London Business School, Professor Barwise is a Visiting Senior Fellow, at the London School of Economics; an experienced conference speaker, consultant and expert witness; and an advisory board member of two successful start-ups: Research Now (online fieldwork) and Verve (online brand communities); and former Chairman of Which?, the UK’s leading consumer organisation. Prior to his appointment to London Business School, he was involved in sales and marketing with IBM, the Austin-Hall Group and Graphic Systems International.