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Author, Speaker, Coach

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, was 
Managing Consultant for marketing and
strategy at 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.

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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, American Express and Barclays, Microsoft and M&S, O2 and Orange, Virgin and Vodafone.

He is author of the bestselling book Marketing Genius which describes a left and right-brain approach to achieving competitive advantage in today's complex markets, and also Business Genius on leadership and strategy, and Customer Genius on becoming a customer-centric business. He was previously the CEO of the world's largest marketing organisation, the Chartered Institute of Marketing

He started his career at British Airways, after an initial foray into the world of nuclear physics. 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 led PA’s approach to customer-centric business transformation, and also established the Centre for Customer Excellence, developed a spin-off venture business, Active, and a transformational leadership programme, Mission Possible.

Peter has addressed the key issues in almost every sector, from Silicon Valley to Singapore. Examples of his experience includes introducing a customer-centric change programmes at BT and Orange, value-based marketing framework for Microsoft, the reinvention of food for Marks & Spencer, a new customer strategy for Sainsbury, services strategy for O2, and a new brand strategy for Shell. He helped Virgin enter the financial services market, American Express to embrace new approaches to innovation, Vodafone to enter new international markets, also BT to develop its Marketing Excellence programme and community, Royal Mail to prepare for competitive markets, and Philips transform from product-driven techies to market-shaping innovators.

As CEO of the Chartered Institute of Marketing, Peter became recognised as a leading expert 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.

He became a Partner of The Foundation, a customer-centric strategic innovation firm, where he continues to work as Associate Partner, and was also Group Managing Director of Brand Finance, the specialist brand effectiveness and valuation firm. During this time he also wrote the Marketing Society’s Manifesto for Marketing, and an industry wide approach to business reporting of customer and market metrics, called Customer Capital.

Peter’s bestselling book Marketing Genius (Wiley, 2006) is currently being translated into 22 different languages. It 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.

Business Genius followed (Wiley 2008) and explores the challenges of leadership and strategy in turbulent times. He has authored around 40 published papers, is the co-author of The Complete CEO (Wiley, 2006) and contributing author to The FT Handbook of Management (Pearson, 2004), Business: The Ultimate Resource. (Bloomsbury 2006).

His new book Customer Genius (published by WIley in March 2009), focuses on how to build a customer-centric business, one that embraces customer insight at the heart of strategic decisions and learns to do business on customer terms – what, when, where and how they want. This is supported by a new range of toolkits, blueprints, and live events.

He is also in the final stages of writing The Good Growth Guide, which explores the challenges of ethics and responsibility, locality and environment, and how to embrace them at the heart of business and propositions – to make money by doing the right thing - which will be publsihed in October 2009. Creative Genius, about innovation from the future back will follow in 2010.

Peter is an inspirational speaker on all aspects of marketing - customers and brands, strategy and innovation. He is thoughtful and considered, provocative and entertaining, and in recent months has delivered keynote speeches for companies and conferences, from London to Paris, Istanbul to Singapore.

His business The Genius Works also delivers a wide range of executive development, coaching and consulting services, helping companies to apply the ideas in the books in a relevant way to address their issues and drive profitable growth. Most recently Marketing Genius was adopted by The Coca-Cola Company, where Peter helped their senior marketers worldwide to establish the new Coca-Cola marketing DNA . Other recent clients include the leading ethical bank Cooperative Bank, supporting their customer-centric strategy,  travel firm as they develop new European markets online, and innovative brand Red Bull to think more innovatively.

In 2007 he launched The Fast Track which is an accelerated executive development programme, bringing together the best and emerging practices in all aspects of marketing, innovation and business. It is delivered in fast, inspirational workshops by Peter and a team of experienced business and marketing professionals. It is available as open programmes, and also as customised in-house programmes, to meet the needs of individual companies.

In 2008 he launched Brand Genius, to focus on the "yin-yang" challenges of strategic innovation which brings together the strategy and creativity of the Genius Works with the analysis and business cases of Brand Finance. Zoom Ventures was launched as an innovation incubator to support "social entrepreneurial" businesses in partnership with leading investors and brands, and including sustainability experts Clownfish. Most recently, 2009 sees the launch of the European Leadership Centre,  developed in collaboration with MCT/MEMC to deliver inspirational executive retreats that help business leaders to refresh, rethink, and reenergise themselves in the new business world. 

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!”           

"Marketng Genius is a truly inspiring book..."  

     The Journal of Brand Strategy

"Peter Fisk is an exceptional writer..."             

"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