Phil Barden
Managing Director , DECODE marketing ltd
Phil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK 10 years ago.
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities.
