Peter Fisk
Author of Marketing Genius, Business Genius,
Customer Genius, Creative Genius, The Good
Growth Guide, and The Complete CEO
Founder of The Genius Works.
Peter is a highly experienced marketer.
He spent many years working with the likes
of British Airways and Coca Cola, Microsoft
and M&S, Virgin and Vodafone.
He was the CEO of the world’s largest
professional marketing organisation, the
Chartered Institute of Marketing, partner
of strategic innovation firm The Foundation,
managing director of Brand Finance, led the
global marketing consulting team of PA
Consulting Group, and was a strategic
marketer with British Airways.
He is an inspirational speaker and author,
consultant and coach - recently described as
"one of the most interesting new business
thinkers" by Business Strategy Review. |  |
Email : peterfisk@peterfisk.com | |
More about the author ...
Peter Fisk is an experienced strategist and marketer, having spent many years working with the likes of British Airways and Coca Cola, Microsoft and M&S, Virgin and Vodafone.
He is author of the bestselling new book Marketing Genius, and was previously the CEO of the world's largest marketing organisation, the Chartered Institute of Marketing.
Peter started his career at British Airways, after an initial foray into the world of nuclear physics including research at CERN’s particle accelerator. In the airline, he worked across sales and marketing, including development of the Executive Club relationship marketing programme, brands such as Club World and Concorde, and a new business strategy to address the new challenges of globalisation, low cost entrants, and new technologies.
He then joined PA Consulting Group, helping some of the world’s leading companies to develop more innovative business strategies and customer-centric businesses. As leader of PA’s global marketing consulting team, he led the creation of market-shaping strategies, the repositioning of brands, and introduction of new products and channels. He also established the Centre for Customer Excellence, developed a spin-off venture business, Active, and a transformational leadership programme, Mission Possible.
He has addressed key issues in most sectors, and from Silicon Valley to Singapore. Examples of his experience includes introducing a value-based marketing framework within Microsoft, the reinvention of food for Marks & Spencer, a new customer strategy for Sainsbury, and a new brand strategy for Shell. He helped Virgin enter the financial services market, Vodafone to enter new international markets, BT develop its Marketing Excellence programme and community, Royal Mail to prepare for competitive markets, and Philips transform from product-driven technologists to market-shaping innovators.
As CEO of the Chartered Institute of Marketing, Peter became recognised as a leader and commentator on marketing worldwide. Representing over 60,000 marketers in 130 countries, he challenged existing perceptions of marketing, and championed new practices and standards. He drove significant change in the profession introducing new capabilities and qualifications, supported by a Knowledge Hub, an online learning product, a new journal The Marketer, and the Shape the Agenda thought leadership programme. In particular he encouraged marketers and business leaders to embrace customers and brands as the most important source of long-term shareholder value.
Most recently, he wrote the Marketing Society’s Manifesto for Marketing, and brought together an industry wide approach to business reporting of customer and market metrics, including a new approach called Customer Capital. His passion remains for how better ideas, brands and strategies can reshape markets and improve performance, most recently demonstrated through his Invisible Business research with Brand Finance, finding that intangible assets now account for 86% of the world’s market capitalisation.
Peter’s new book Marketing Genius (Wiley, 2006) describes how a more left and right-brain approach to business can achieve extraordinary results – what today’s businesses can learn from Einstein and Picasso, and their modern contemporaries such as Steve Jobs and Philippe Starck. He has also co-authored The FT Handbook of Management (Pearson, 2004), The Complete CEO (Wiley, 2006) and around 50 published papers.
In January 2006, Business Strategy Review identified him as one of the leading new business thinkers. He is an inspirational speaker on all aspects of marketing - customers and brands, strategy and innovation. He is thoughtful and considered, provocative and entertaining.
Peter is 41 years old, combining youthful energy and inspiration with significant, practical experience. He is married with two young daughters, and having grown up in the Northumbrian countryside, now lives in Teddington, just outside London. He is a passionate Newcastle United supporter, never far from his iPhone, and whilst a successful long-distance runner, still has a taste for good food and drink.
 Feedback on the the book and events ...
“Peter is one of the best new business thinkers” on strategy and marketing, brands and innovation.
Business Strategy Review
Feedback on the book:
'Marketers who want to recharge their left and right brains can do no better than read Marketing Genius. It's all there: concepts, tools, companies and stories of inspired marketers.'
Professor Philip Kotler, Kellogg Graduate School of Management
'A fantastic book, full of relevant learning. The mass market is dead. The consumer is boss. Imagination, intuition and inspiration reign. Geniuses wanted.'
Kevin Roberts, Worldwide CEO Saatchi & Saatchi
'This is a truly prodigious book. Peter Fisk is experienced, urbane and creative, all the attributes one would expect from a top marketer. The case histories in this book are inspirational and Peter's writing style is engaging and very much to the point. This book deserves a special place in the substantial library of books on marketing.'
Professor Malcolm McDonald, Cranfield School of Management
'Customers, brands and marketing should sit at the heart of every business's strategy and performance today. Marketing Genius explains why this matters more than ever, and how to achieve it for business and personal success.'
Professor John Quelch, Harvard Business School
'This is a clever book: it tells you all the things you need to think, know and do to make money from customers and then calls you a genius for reading it.'
Hamish Pringle, Director General of Institute of Practitioners in Advertising
'Marketing Genius offers marketers 99% inspiration for only 1% perspiration.'
Hugh Burkitt, CEO, The Marketing Society
“It simply can’t fail to be one of the best business books of the year!”
BusinessOpportunitiesAndIdeas.co.uk
"Marketng Genius is a truly inspiring book..."
The Journal of Brand Strategy
"Peter Fisk is an exceptional writer..."
Bubblewrap.com
"Marketing Genius is a fascinating read..."
Irish Enterpreneur
Feedback on live performances:
“Peter was inspirational. He combined deep insight into our changing world, with practical and innovative ideas for application”
Darren Marshall, Senior VP, Asia Pacific, The Coca Cola Company
“The presentation was thoughtful and provocative. An excellent bringing together of our business challenges that left our people energised and inspired”
Peter Thomas, Marketing Director, Accenture
“Peter provided a very inspiring and informative view of the challenge for GSK to achieve marketing excellence, and a great start to our new marketing community”
Mark Russell, Head of Marketing Community, GSK
“I am now inspired to use my left and right brain more actively together. I loved learning about Einstein and Picasso, and how they would address today’s business challenges”
Johan Svedberg, Head of Brand Development, Ericsson
“There is a real buzz around the business after your workshop. People found your insights very useful, and your style inspiring”
Graham Baker, Head of Marketing development, Ladbrokes plc
“Peter provided a fantastic start to the conference with his thought-provoking keynote, and continued to be an energetic chairman throughout the two day conference”
Selma Celiktemur, Event Organiser, MCE
© Peter Fisk 2008
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