Adam Morgan

Founder and Partner

Adam Morgan is the highly respected author of Eating The Big Fish: How Challenger Brands can compete against Brand Leaders’, a seminal work in the world of branding. It not only coined the term ‘challenger brand’, but outlined a process for doing more with less whose principles have been widely praised and much imitated around the world.

Through eatbigfish Adam has created entirely new ways of thinking about both the development of distinctive brands but also the cultural conditions necessary to support them, reshaping how many large corporations have thought about structuring their businesses for success.

His ideas will challenge your habits and the formulas of the past, provide new ways to think about insight, sources of growth, and sources of meaning for modern businesses and the people who run them.

Adam is a highly sought after thought leader for business and marketing conferences around the world, inspiring them with his passion for brands, strategy and the challengers of the future.


Watch Adam Morgan speaking


Are you a complete believer in purpose, or is it all bollocks?

Pick a side, people, the debate demands, writes Adam Morgan.

Read article ⟶

Adam is able to see opportunities where I think other agencies and partners might not have. We certainly are the wiser for having partnered with him and eatbigfish and we’ve really benefited from their insights
— Andisa Ntsubane, Head of Marketing, Old Mutual Emerging Markets