Our current speakers and speeches - Find out more at www.eatbigfish.com

1. SPEECHES AND SPEAKERS
Strategy
Positioning
Brand Culture
Innovation
Adam Morgan
Chad Dick
Hugh Derrick
Mark Barden
SPEECHES & SPEAKERS

2. SPEECHES AND SPEAKERS
How Challenger Brands Succeed
If you want to introduce your audience to what it takes to act and think
like a Challenger, then this is the speech for you. Whilst the speech
adheres to the key Challenger principles outlined in the book – Eating
the Big Fish – the examples and case studies we feature are constantly
evolving.
This speech includes ideas and frameworks that also help the audience
apply the principles themselves in their daily working lives.
A Beautiful Constraint
Our latest speech, how challengers lean into constraints to drive
breakthrough innovation, both real and cultural.
An inspiring session that helps us to understand how we can see
constraints as enabling, rather than disabling.
Our new book, A Beautiful Constraint, will be published in 2014.

3. SPEECHES AND SPEAKERS
Ten Ways to Tell a Challenger Story
A decade into our work with the Challenger Project we are clear that
there are many Challenger stories to tell and different brands tell them
in different ways.
This speech explores these new ways to tell the Challenger story, and
begs the question – ‘Which type are you?’
With implications for how and where you tell your brand story and an
expanded sense of the Challenger canvas, this speech helps us all to
understand that Virgin isn’t the only Challenger model to follow.
Necessary Piracy
What personal qualities do we see in successful challengers? What skills
do they have that we can learn from? How do they build successful
entrepreneurial teams? What leadership traits do they display?
And how do these Necessary Pirates navigate successfully through the
waters of the corporate world and multinational organisations?
Inspired by our second book, The Pirate Inside, this speech looks at
what it takes to be a Challenger yourself.

4. SPEECHES AND SPEAKERS
Adam Morgan
Adam Morgan is the highly respected author of Eating The Big Fish: How
Challenger Brands Can Compete Against Brand Leaders’, a seminal work in the
world of branding. It not only coined the phrase Challenger Brand, but outlined
a process for doing more with less, the principles of which have been widely
praised and much imitated around the world.
In 1997 Adam founded eatbigfish and established the Challenger Project, a
research project into how challenger brands succeed across a variety of different
categories.
It’s no exaggeration to say that his consultancy has created entirely new ways of
thinking about both the development of distinctive brands but also the cultural
conditions necessary to support them, reshaping how many large corporations
have thought about structuring their businesses for success.
His ideas will challenge your habits and the formulas of the past, provide new
ways to think about insight, sources of growth, and sources of meaning for
modern businesses and the people who run them.
Adam is a highly sought after speaker for business and marketing conferences
around the world, inspiring them with his passion for brands, strategy and the
challengers of the future.

5. SPEECHES AND SPEAKERS
Chad Dick
Chad joined eatbigfish in 2007, after a progressive 16 year career in marketing,
innovation and general management working on various Challenger Brands and
innovation opportunities at PepsiCo, Campbell’s Soup, Nestle and General Mills.
He is a regular speaker on the subjects of adopting a Challenger Strategy and
Mindset, and How Challengers Practise Innovation, and has addressed business
and marketing conferences around the world, as well as senior management
meetings and company off-sites.
Prior to joining eatbigfish, he worked with us on the ‘client side’ for 5 years. While
at eatbigfish, Chad has led work with a wide variety of clients who have sought
to adopt the mindset and successful practices of a Challenger, including Nestle,
PepsiCo, Kraft/Cadbury, Hewlett Packard, Marriott Hotels & Resorts, Darden
Restaurants, Callaway Golf, New Balance, Crayola, SAB Miller Molson Coors, Jim
Beam, Bayer, Novartis, Red Bull, Cargill, Reckitt Benckiser, Schick Wilkinson and
Del Monte.
When he’s not in one of our workshops, giving speeches or enjoying time with
his wife and 4 children in Westport, CT, Chad can be found “challenging his
handicap” and searching for a little white dimpled ball lost somewhere in the
deep rough or hazard at a nearby links course.

6. SPEECHES AND SPEAKERS
Hugh Derrick
Hugh Derrick is a founder partner of eatbigfish having joined the company in
January 2001 and along with Adam Morgan leads the Challenger practice from
London.
Prior to joining eatbigfish, Hugh’s career has been in marketing and advertising,
and he has experience in the UK, Europe and the US where he lived for a number
of years. Starting as a Unilever trainee, Hugh switched to advertising. In the
UK he has worked at JWT, WCRS, AMVBBDO and Wieden & Kennedy. While
in the US, he worked at Goodby Silverstein and Partners in San Francisco. He
has worked on many iconic campaigns including the famous Guinness ‘Surfer’
commercial and the much loved (and parodied) got milk? campaign.
His category experience is wide and includes the following sectors – FMCG,
Sports Marketing, Soft Drinks, Alcohol, Cars, Technology, Financial Services,
Video Games, Retail, and Government related projects. Most recently, as well
as researching and speaking on Challenger brand behaviour, Hugh has been
focused on finding ways to make the Challenger methodologies and tools more
readily available to a wider audience.

7. SPEECHES AND SPEAKERS
Mark Barden
Mark is a popular speaker and skilful facilitator, adept at helping teams work
together to create genuinely breakthrough thinking. For the last 10 years he has
studied, worked at, or consulted with some of the most successful and iconic
Challenger brands, including big ones like Audi, Callaway, Kodak, Pepsi, and
eBay; and has helped launch some new ones, like Own in skin care and Lark in
personal technology.
His career has seen him sell Guinness pub to pub, run the berm at Nike, sell cars
for Saturn, start his own ad agency to launch Yahoo!, win “Best direct response
campaign in America,” and help take a dot com public, before watching it crash
and burn.
He’s also worked as a carney, has accidentally vacationed with Robert De Niro,
and once warmed up a crowd for Ellen De Generes.
Mark hails from the UK but has lived in the US since 1993, having gone native
and married one of the locals. He lives in Larkspur, Marin Co., with his wife
Doris and two daughters.

8. SPEECHES AND SPEAKERS
You can explore our offer in more detail at www.eatbigfish.com or contact us
directly at hello@eatbigfish.com.
If you want to speak to someone in person you can call our London office on
+44 (0)20 7234 9970, or contact one of the partners below.
Contact Us
New York
Chad Dick
chad@eatbigfish.com
+1 203 227 6919
San Francisco
Mark Barden
mark@eatbigfish.com
+1 415 891 8348
London
Teresa Murphy
teresa@eatbigfish.com
+44 (0)20 7234 9970