Speakers Profile - Simon Anholt

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Europe & UK

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Simon Anholt is one of the world's leading thinkers and practitioners on ultra-wide scale human engagement. His work over the last thirty years has focused on instigating and leading new fields that measure, understand and influence attitudes, culture and activity at the global scale.

Most importantly, Simon Anholt is widely regarded as the world's leading authority on managing and measuring both corporate and national identity and reputation.

His first company was World Writers, the international strategy firm which he founded in London in 1989, ran until its sale in 2002, and is still the world leader in its sector today. Here, he developed Culture Mapping, a revolutionary approach to international marketing strategy based on anthropological analysis of global consumer values and attitudes, for more than 100 companies including Nike, Timberland, Emirates, Benetton, HSBC, DreamWorks, IBM, Unilever, Shell, Levi's, BBC Worldwide, Microsoft, Coca-Cola, Vodafone, Sony, DuPont and Samsung.

In 1996 Anholt created the field of Nation Branding. As the authority, he has now worked with Heads of State, Heads of Government and administration and their business leaders of over 55 nations, cities and regions, to develop and implement strategies for enhanced economic, political and cultural engagement with other countries. These strategies are typically in the areas of economic competitiveness, public diplomacy, cultural relations, national identity and reputation, tourism, travel, export promotion, foreign direct investment, international events, security and talent attraction. Nearly half the world's countries now have dedicated resource for this practice and the field continues to grow rapidly.

As the leading figure in the measurement of national reputation, Simon Anholt is also the founder and publisher of one of the largest social surveys ever conducted, the Anholt-GfK Roper Nation Brands IndexSM. Since 2005, together with the Anholt-GfK Roper City Brands IndexSM, this study has amassed more than 160 billion data points, tracking and analysing the perceptions of a sample representing nearly 70% of the world's population. He is also the owner and publisher of the Good Country Index, first published in 2014.

Professor Anholt was Vice-Chair of the UK Foreign Office's Public Diplomacy Board between 2000 and 2009. He has also advised institutions including the World Economic Forum, the World Bank, NATO, the United Nations, the UN World Tourism Organisation, WIPO, the International Trade Centre, the International Olympic Committee, the International Security Assistance Force, the World Travel and Tourism Council, the Nordic Council of Ministers, the World Association of Investment Promotion Agencies and the World Technology Network.

Anholt is the author of the best-selling marketing book, Another One Bites The Grass, and Founder and Editor Emeritus of the quarterly journal, Place Branding and Public Diplomacy, now in its ninth volume. His book on the role of brands in economic development, Brand New Justice, was published in 2003 and is now in its second edition. He is also a co-author of Beyond Branding (Kogan Page 2003), Brands and Branding (The Economist 2003), Heritage and Identity -- Shaping the Nations of the North (Donhead 2002) and Destination Marketing (Butterworth Heinemann 2001/2003). His more recent books include Brand America, which charts the rise and fall of America's reputation (Cyan Books 2004/2010), Competitive Identity: the New Brand Management for Nations, Cities and Regions, the standard text on place branding (Palgrave Macmillan 2007/2013), and Places: Image, Identity and Reputation (Palgrave Macmillan 2010).

His TEDtalk in the summer of 2014 had one of the fastest growing viewing figures of all TEDtalks ever given.

A trilingual UK national, Professor Anholt has a Master's Degree from the University of Oxford and is a Parliamentarian of the European Cultural Parliament. He was awarded the Nobels Colloquia Prize for Economics by a jury of 25 Nobel Economists in Trieste in 2009 and the Prix d'Excellence du Forum Multiculturel pour un Développement Durable (Award for Excellence in Sustainable Development), at the 7th Multicultural Forum at the Palais de la Découverte, Paris, in 2010. He is a member of the organising committee of the Anglo-Dutch Apeldoorn Conference, and Director of the Anholt Institute in Copenhagen. He was appointed Professor of Political Science by the University of East Anglia in 2013.