Consumer Futurist, Expert, Author, Speaker & Founder
Next Big Thing
Will is an authority on evolving consumer behaviours. He writes consumer strategy reports, runs senior management planning and innovation workshops, and speaks and writes on trends.
As a leader at strategic consultancy Next Big Thing, Will manages clients that range across the sectors: FMCG (Budweiser to Sainsbury’s), finance (RBS to HSBC), technology (AOL to Telefonica), leisure (Thomas Cook to Virgin Trains), media (BBC to News UK), music (Universal Music to MTV) and advertising (Omnicom to Ogilvy).
Will wrote the first UK handbook for trend strategists, The Next Big Thing: Spotting & Forecasting Consumer Trends For Profit, which has been translated into four languages.
He’s spoken at, chaired, and facilitated conferences and internal events for brands, media, and industry bodies: Barclaycard to Retail Week, Hiscox to FHM.
He’s been interviewed across media – BBC to Bloomberg TV, Cosmopolitan to The Times – and written for The Economist, New Statesman and Viewpoint. He writes consumer trends columns for Huffington Post and the Institute of Directors (IoD)’s Director.
Will gained his early consumer experience in the entertainment industry in the 1990s. He began in Communications at Sony, then in Marketing at Virgin and Universal. He ran campaigns for artists from The Rolling Stones and Michael Jackson, as well as Motorhead and The Cure. He then worked as a consultant for trend forecasters Breaking Trends (clients including BT and Levis) and as managing director of online research agency OnePoll (clients incl. Kelloggs and Findus). He launched Next Big Thing in 2002.