Will’s mission is to help brands anticipate – and monetise – new consumer needs, expectations and behaviours, identifying the commercial opportunities they present.
He runs strategic consultancy Next Big Thing, whose clients range across retail (Sainsbury’s to Amazon), finance (HSBC to Nationwide), technology (BT to AOL), drinks (Budweiser to Diageo) and media (BBC to MTV).
Will wrote the first practical handbook for trend strategists: ‘The Next Big Thing: Forecasting Consumer Trends For Profit’ (Kogan Page, 2009), which has been translated into five languages.
He’s spoken at and chaired events for brands, media and industry bodies from Barclaycard to Financial Times, ICSC to FHM. He’s presented a TV show for CNBC on the future of work, been interviewed across media – BBC to Bloomberg TV, Cosmopolitan to The Times – and written for The Economist, Director, Advertising Age and Huffington Post.
Will started his career in the entertainment industry. He worked at Sony, Virgin and Universal, running marketing and communications campaigns for artists from Rolling Stones and Michael Jackson to Alice Cooper and The Cure. He later ran online research agency OnePoll, whose clients included Kelloggs and Findus.