The Partners

eatbigfish is not a large consultancy, so one of our five partners will be responsible for your project. Our partners have a strong interest in doing the work themselves and our reputation is based on offering access to those people. Genuine understanding of how Challengers bring their brands successfully to market is knowledge gained through continuous involvement in this area and so remains a specialist skill.

If you want to know more about Adam, Chad, Hugh, Mark or Teresa and the skill sets they can bring to your business then click below to read their bios here.

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 whose principles have been widely praised and much imitated around the world.

In 1999 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.


Chad Dick

After 15 years of building, managing and creating Challenger brands inside large global companies, Chad challenged the conventional corporate career path in 2007 and joined eatbigfish – the quintessential entrepreneurial and Challenger organization – signing on as our East Coast Partner based in the NYC area.

Chad is no stranger to eatbigfish or Challenger thinking and behaviour. During his 8 years at PepsiCo, Chad hired and worked very closely with eatbigfish on a number of brand and innovation projects, including work on brands like Mountain Dew, Quaker, Life cereal and several innovation projects. Ultimately through his practical ‘client side’ experience with eatbigfish, Chad became such a believer in the philosophy, principles and practices of Challengers that he did the only natural thing to do – he joined the company and Challenger Project. Chad brings to eatbigfish 19 years of progressive Challenger Marketing, Innovation and General Management experience in the Food and Beverage Industry having worked for PepsiCo, Campbell’s Soup Co., Nestle and General Mills.

At eatbigfish, Chad has been a lead catalyst on a number of projects across a wide variety of industries — Food/beverage/confections (Kraft, Nestlé, Del Monte, Cadbury and Unilever), Beer/wine/spirits (South African Brewers, MillerCoors, Molson, Heineken, Jim Beam, William Grant & Sons, and Whyte & Mackay), Technology (Hewlett-Packard, Cricket Wireless, Digicel, Unthink Technologies & Microsoft), Consumer Packaged Goods (Crayola, KAO Brands/Biore), Sports Goods & Apparel (Callaway Golf and New Balance), OTC/Pharma/healthcare (Bayer, Pfizer, Novartis and Shire) and Hospitality/Restaurants (Marriott and Darden).

He is also an accomplished speaker on the subjects of Challengers and Practising Innovation, addressing business and marketing conferences around the world, as well as senior management meetings and company off-sites.

When he’s not in one of our workshops, giving speeches or enjoying time with his wife and 4 children, 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!


Hugh Derrick

Hugh joined eatbigfish in January 2001 and along with Adam Morgan, founder of eatbigfish, leads our Challenger practise in the London office.

His career has mainly been in marketing and advertising – although forays into the word of skiing, commodity broking, and tennis instruction have made it interesting along the way.

‘Schooled’ at Unilever, he moved to the world of advertising for a career that took him from London (JWT and WCRS) to San Francisco (Goodby Silverstein) and back again (AMV-BBDO and Wieden and Kennedy). He has worked on many iconic campaigns which include the famous Guinness ‘Surfer’ commercial and the much loved (and parodied) ‘Got milk? campaign.

There are few categories that he hasn’t worked in and the diversity of recent clients include a dairy in Saudi Arabia, a performance sportswear brand from Australia, a global analgesic, a beer made from Canada, and a university from Essex. The call from an Austrian ski brand is surely only days away…

Hugh is the driving force behind eatbigfish’s innovation in the area of digital tools – workshops in a box, virtual services, and licensing opportunities. Hugh loves to facilitate and despite a reputation for occasionally playing ‘bad cop’ in a workshop, he is really quite approachable!


Mark Barden

Mark Barden is our Partner on the West Coast, based in San Francisco.

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 skincare 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.

He is a skillful facilitator, adept at helping teams work together to create genuinely breakthrough thinking. He’s also a popular speaker.

Mark hails from the U.K 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


Teresa Murphy

Teresa Murphy is our Commercial Partner and responsible for the day to day running of the company. If you have any questions about eatbigfish in general then she can help you. Teresa is also the person to contact if you have questions about costs or contracts or our availability for projects, or if you’re interested in joining the eatbigfish team.