In 2019, twenty years since the concept of ‘challenger brands’ was introduced to the world through Eating The Big Fish, we spoke to a variety of industry leaders and experts to get a deeper understanding of how the concept has grown and evolved.
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
‘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
Our favourites from twenty years of The Challenger Project
Opinion / eatbigfish
Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders
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