About the authors

Adam Morgan

Adam Morgan

Adam's early career was spent in advertising in the UK and US where he became increasingly interested in the subject of challenger brands. In 1997 he established the Challenger Project, a research project into how Challenger Brands succeed across a variety of different categories.

This continually evolving study led to the publication of Eating The Big Fish: How Challenger Brands Can Compete against Brand Leaders which has been translated into eight languages, and sold over 60,000 copies worldwide. Adam currently works with clients such as PepsiCo, Audi and London 2012 running workshops to develop and maximise their position as Challenger Brands in their marketplace.

His second book, published in 2004, was entitled The Pirate Inside: Building a Challenger Brand Culture within Yourself and your Organisation, and explored the personal qualities and behaviour required of a challenger individual within a large organisation. He is also a contributor to Ideas that Spread, published by Editora Jaboticaba in August 2010.

As the founder of eatbigfish Adam currently divides his time between working closely with clients on challenger workshops and, having published an updated edition of Eating the Big Fish in 2009, he is now researching a third book about opportunity.

He is also a frequent speaker, addressing both business and marketing conferences around the world, as well as individual intra-company offsites, on the subject of brand strategy and challengers.

Mark Holden

Mark Holden

Mark is the Worldwide Strategy & Planning Director for PHD WW. He moved into this position in January 2011 (and back to the UK) from Australia where he moved to in 2007 to set up PHD Australia. During Mark’s time in Sydney PHD Australia won a multitude of new business including: PepsiCo, HTC, NAB, Cisco, Ferrero, Google, Electrolux, Guthy Renker, Hewlett Packard, Fitness First, Belron and Channel Nine. It has also led to award-winning work –Strategic Insight for both 2009 and 2010, Best Innovation 2009, Pro-Bono 2010, Best Clothing & Retail 2010 at the MFA (Media Federation Effectiveness Awards). PHD Australia also won Campaign’s Australia/NZ Media Agency of the Year 2010 and was Highly Commended Media Agency of 2010 for B&T Magazine. Mark was also awarded Best Media Planner 2010 for Asia Pacific region by Campaign.

Mark has co-authored three books. The first called 2014 (Future of the Media Agency) – an exposition of the future of media and the media agency, the second book called Fluid (Harnessing the Rising Speed of Influence) – on how advertisers should harness a more networked consumer and the third 2016 – Beyond the Horizon – which paints a picture of society and the marketing and advertising industry in 2016.

Malcolm Devoy

Malcolm Devoy

Malcolm is an International Strategy Director for PHD Worldwide. He joined the Omnicom group in March 2012, after coming from a purely digital background. Malcolm started his career in 2003 at specialist digital agency i-level where he stayed for 7 years working on, and ultimately leading the largest UK online advertiser, BSkyB. Whilst at i-level he also worked on clients such as Next Directory, The AA, BT and the COI. He was awarded with i-level’s first ever ‘Innovation Award’ for his work on data planning and creating a rules-based advertising approach for agencies, and also won awards for his work within Affiliate marketing for Next and Campaign’s Best Use of Research for BskyB.

He then moved to Arena Media as Head of Digital Innovation where he initially ran the digital performance and data team, utilising online data and building attribution models as well as developing behavioural and retargeting strategies. Malcolm then set up Arena's social media agency, 247 Social, and won the social business for clients such as Hewlett Packard, Domino’s Pizza and Tesco Bank, producing and implementing social strategies, community management, reputation management and design and development of social content.

Co-authoring Overthrow was one of Malcolm’s first projects at PHD Worldwide and he is working closely with Mark Holden on developing PHD’s global planning system and other tools for the network.

Hugh Cameron

Hugh Cameron

Hugh works on strategy and development across PHD clients in the UK and beyond. He has always had challenger instincts but probably didn’t realise this until he first met Adam Morgan in the early days of Eat Big Fish. He has been part of the team that has led PHD in the UK to accolades including Marketing Magazine’s Agency of the Year and Grand Prix winner 2011 and Campaign and Media Week’s Media Agency of the year 2011. Identifying PHD’s challenger stance and behaviour with Eat Big Fish has been a crucial ingredient in this journey.

Before PHD he was joint managing director and strategic partner at independent advertising agency dfgw (formerly Duckworth Finn Grubb Waters), which he merged with Freud Communications in 2007. Both Freud and dfgw naturally gravitated towards clients looking to change or break category conventions. He helped develop strategy and communications to launch and establish Freeview as the alternative to Sky, build Daewoo as a company that changed the consumer experience of buying cars, and with Expedia transform the way people buy holidays.

He also swam against the tide at McCann for Bacardi and Motorola and helped start one of London’s first integrated agencies (Maher Bird Associates) in the mid-1990s. He began his advertising career at JWT where brands (admittedly category leaders) first became a mild obsession.