Professor Patrick Barwise www.patrickbarwise.com is an expert on marketing and media, specialising in customer-focused strategy and execution, marketing leadership, brands, advertising, media, and broadcasting policy. His last book, The 12 Powers of a Marketing Leader, co-authored with former McKinsey partner Thomas Barta, was published by McGraw-Hill in September 2016.

He is an experienced expert witness in international commercial, competition and tax cases and an advisory board member and early-stage investor in several online start-ups. He has held visiting posts in media and communications at Oxford University and the London School of Economics and is also former chairman of Which?, the UK’s leading consumer organisation.

He joined London Business School in 1976 after an early career at IBM.