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Answers drawn from 312 talks by 270+ marketers, including

Mark RitsonRory Sutherland — Vice-Chairman, OgilvyDr Grace Kite — Magic NumbersSir John Hegarty — BBHSeth GodinSarah Warby — NandosJon Evans — System1Ellie Norman — Manchester UnitedBiren Kalaria — Google UKJodie Gillary — Kantar

…and the rest of the TMM back-catalogue