20 Years of Challenger Brands

It’s twenty years since the concept of ‘challenger brands’ was introduced to the world through Eating The Big Fish. To mark the anniversary, we’re talking to a variety of industry leaders and experts to get a deeper understanding of how the concept has grown and evolved.

Featured interview

Malcolm Devoy.jpg — Taking a challenger approach to media —An interview with Malcolm Devoy

INTERVIEW | MALCOLM DEVOY
PHD Worldwide’s Chief Strategy Officer (EMEA) shares his thoughts on the changing media landscape and why a challenger media plan has such a positive and disproportionate effect on sales.

‘Challenger thinking is how brands drive growth’: insight and data expert Peter Field

Rob Adam Mark Peter.jpg — ‘There was no investor deck, no robust five-year plan but there was a bar’: Mark Barden on the beginnings of eatbigfish

‘Brands need to remember the power of creativity’: Vanella Jackson, Hall & Partners Global CEO

‘The biggest danger is to imagine that everything you’ve done in the past will be right for the future’: Google UK’s Graham Bednash

Featured opinion

Our favourites from twenty years of The Challenger Project

Opinion / eatbigfish

The book that launched ‘Challenger Brands’

Eating The Big Fish II-COVER-1920.jpg — Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders

Learn more ⟶

What is a challenger brand?