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.

Adam currently divides his time between working closely with clients on challenger workshops and, having just published an updated edition of ‘Eating the Big Fish’, 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.

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

Prior to joining eatbigfish, Hugh’s career has been in marketing and advertising, and he has experience in the UK, Europe and the US where he lived for a number of years. Starting as a Unilever trainee, Hugh switched to advertising. In the UK he has worked at JWT, WCRS, AMVBBDO and Wieden & Kennedy. While in the US, he worked at Goodby Silverstein and Partners in San Francisco. He has worked on many iconic campaigns including the famous Guinness ‘Surfer’ commercial and the much loved (and parodied) got milk? Campaign.

His category experience is wide and includes the following sectors FMCG, Sports Marketing, Soft Drinks, Alcohol, Cars, Technology, Financial Services, Video Games, Retail, and Government related projects. Most recently Hugh has been focused on finding ways to make the IP that eatbigfish develops more readily available to a wider range of clients and interested parties. This has included the creation of the online programmes and DIY toolkits.

Mark Barden is a partner in consulting firm eatbigfish whose one obsession is understanding how Challengers outwit Leaders.

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 is our general manager 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.