Speaker Biography

Anthony Mullen

Senior Analyst

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders

05/13/2014

  • 04:30 PM - 05:15 PM

    Deliver Utility Through A Needs Based Marketing Strategy

    How should marketers develop a strategy when faced with an endless array of touchpoints and diminishing consumer trust? Anthony will outline how to achieve long-term value through utility by pivoting your strategy around customers’ needs. Attendees will learn:

    • The business imperative to deliver utility in a climate of marketing mistrust.
    • The seven steps to a needs-based strategy.
    • How you should road-map to deliver benefit quickly.

Research Focus

Anthony advises Fortune 500 marketing leaders on emerging technology and innovation strategies. His research covers consumer and enterprise technology, context and ambient marketing, mobility, personal identity, collaborative smart ecosystems, and digital audio and music. He consults with clients daily on how to improvise within adjacent and new markets in response to digital disruption.

Previous Work Experience

Before focusing on research, he was a key member of teams that delivered a number of industry firsts across telecomms and media. He has worked as a strategic consultant in Europe covering mobile, television, and Web for the communications companies like Vodafone, Three, and Deutsche Telekom, as well as leading media brands including BBC, EMI, Universal, Sony, Warner Bros, and XFM Radio.

For the past 15 years, Anthony has run a world music label, writing, arranging, producing, and engineering for musicians across the globe. This has taught him invaluable lessons about art, people, teams, execution, and how technology supports the process. He is able to insightfully bring together the roles of art, product, business, and technology.

Anthony often keynotes at events worldwide and is regularly cited by publications including the BBC, the Economist, Marketing Week, Bloomberg, Information Age, Financial Times, and Cnet.

Education

Anthony received his B.Sc. with honors in computer science.