8/7/2019 Paddy Barwise

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May 2008Patrick Barwise

Patrick Barwise is Emeritus Professor of Management and Marketing at LondonBusiness School. He joined the School in 1976, having spent his early career withIBM. He has published and consulted widely on management, marketing, andmedia. His latest book Simply Better(HBS Press, 2004), co-authored with SenMeehan, won the American Marketing Associations 2005 Berry-AMA Prize for thebest recent book in marketing. In 2004, he led an independent review for the UKgovernment of the BBCs digital television services. He is a Fellow of both theMarketing Society and the Sunningdale Institute, a virtual academy on public servicemanagement. He is also a Council member (and previous deputy chairman) ofWhich?, the UKs leading consumer organization, and an experienced expertwitness, having worked on commercial, tax, and competition cases in London,Brussels, Paris, and Washington. His main current project is another book with SenMeehan, Customer Insights That Matter, to be published by HBS Press in 2009.

DCSF/DCMS Panel Colleagues

The above is my standard short bio. As I said at the meeting, I think Im the onlypanel member who hasnt done work on children and teenagers. I have, however,done a fair amount of work on consumer/audience behaviour in general, markets andmarketing (including advertising), business strategy etc, and to a lesser extenttechnology (including new media) and innovation.

In 2000-01 I chaired a task force on commercial activities in schools, set up jointly by

Which? and the Incorporated Society of British Advertisers (ISBA). The resultingguidelines were endorsed by DfES but not strongly publicised.

I have also worked with Ofcom, DCMS, and some other relevant public sectororganisations, in addition to numerous commercial organisations.