Professor Paddy Barwise, London Business School

Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School. He joined the School in 1976, having spent his early career with IBM. He has published widely on management, marketing, and media. His book Simply Better (HBS Press), co-authored with Seán Meehan (IMD, Lausanne), won the American Marketing Association’s 2005 prize for the best recent book in marketing.

He has extensive experience of audience behaviour and its practical implications, for both television and new media. From 1995-2003, he chaired the LBS Future Media Research Programme.

In 2004, he led an independent review for the UK government of the BBC’s digital television services and, in 2006, wrote an independent report for the BBC Governors on public responses to the BBC licence fee bid.

He continues to be involved in media research and policy. Among other activities, he is a Fellow of the Marketing Society; a Council member (and previous deputy chairman) of Which?, the UK’s leading consumer organisation; an experienced expert witness, having worked on commercial, tax, and competition cases in Brussels, Frankfurt, London, Paris and Washington; and an advisory board member and cash investor in two start-ups: the online field research company Research Now www.researchnow.co.uk and the recently launched online brand community specialist Verve www.haveverve.com.
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