Patrick Barwise is emeritus professor of management and marketing at London Business School, chairman of the Archive of Market and Social Research and former chairman of Which?.  He joined LBS in 1976 after an early career at IBM and has published widely on management, marketing and media. His book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most, co-authored with Seán Meehan (IMD, Lausanne), won the American Marketing Association’s 2005 Berry-AMA Book Prize. His other books include The 12 Powers of a Marketing Leader (McGraw-Hill, 2016), co-authored with former McKinsey partner Thomas Barta, and The War Against the BBC (Penguin, 2020), co-authored with cultural commentator Peter York. He is also an experienced expert witness in international commercial, tax and competition cases and an early investor in several online start-ups.