Anthony Freeling

MA, PhD

Anthony is a Director of the Ashridge Strategic Management Centre. Within marketing and sales, his particular interests are: marketing transformation and capability building; international marketing; branding; marketing spend effectiveness; marketing strategy in B2B organisations; and the application of market research to business. He has spoken and published extensively on these topics.

 

He is an experienced consultant, counsellor of CEOs and marketing directors and facilitator of board-level decision making. He was previously a Director at McKinsey & Co, where he was the leader of their Marketing and Sales Practice across Europe.

Anthony is a Council member of the Open University and Chair of the Development Committee. He is a trustee of UnLtd, a UK charity focused on social entrepreneurs. He is also on the Board of Capacity Builders, a non-profit body that aims to create a more effective third sector.

Anthony Freeling

Publications

Agile Marketing

Agile Marketing develops an approach inspired by evolution, to do marketing that is better, faster and cheaper. In nature, creatures evolve by continuously making changes and keeping those changes that are fittest to survive in their environment. The book describes how to use a continuous process of fast, practial "test, learn and commit (TLC) lops" to change marketing offers. These adapted offers are fittest to survive in their environment - the market place.

Freeling, A. (2011) Agile Marketing: How to innovate faster, cheaper and with lower risk, Goldingtons Press, February

Beware the siren voices of innovation

The problem with most radical innovation discussed in books and journals is that the lessons drawn are from successful big leaps. However, the message from strategy academics, consultants and practitioners is stark: most innovations fail, and most companies pursuing radical innovations die. Marketers should concentrate on incremental innovations where their skills are most relevant and most likely to produce success

Freeling, A. (2007) Beware the siren voices of innovation, Market Leader, Autumn.

Marketing - A Credibility Gap for Marketers

Cassidy, F., Freeling, A.N.S. & Kiewell, D. (2005) Marketing - A Credibility Gap for Marketers, The McKinsey Quarterly, No. 2.

The Coming of Age of Marketing

Freeling, A.N.S. (2004) The Coming of Age of Marketing, Marketing Society Annual Conference.

What Do CEO’s Want From Marketing?

Freeling, A.N.S., Stewart, F. & Cassidy, F. (2004) What Do CEO’s Want From Marketing?, Market Leader, Winter.

New World Order – Marketing Under Attack

Freeling, A.N.S. (2002) New World Order – Marketing under Attack, Marketing Society Annual Conference.

Evolution of Marketing on the Internet

Freeling, A.N.S. (1999) Evolution of Marketing on the Internet, Adtech Europe

Future of Advertising – Scenarios and Perspectives

Freeling, A.N.S. (1999) Future of Advertising – Scenarios and Perspectives, Fast Summit, Europe

Maximising “Return on Attention"

Freeling, A.N.S. (1999) Maximising “Return on Attention”, ASLM Marketing Colloquium, Brussels

Total Brand Management: New Paradigms for Consumer Marketing

Freeling, A.N.S. (1999) Total Brand Management: New Paradigms for Consumer Marketing, CII (Confederation of Indian Industry) Brand Summit

If Nike Can 'Just Do It', Why Can't We?

Court, D. Freeling, A.N.S. Leiter, M. & Parsons, A. (1997) If Nike Can "Just Do It", Why Can't We?, The McKinsey Quarterly, Number 2

Uncovering The Value Of Brands

Court, D. Freeling, A.N.S. Leiter, M. & Parsons, A. (1996) Uncovering The Value Of Brands, The McKinsey Quarterly, Number 4

Marketers’ Metamorphosis

Freeling, A.N.S. (1995) Marketers’ Metamorphosis, Irish Marketing Institute

Marketing Organization and Brand Management

Freeling, A.N.S. (1994) Marketing Organization and Brand Management, The Marketing Forum

Reinventing the Marketing Organization

Court, D. Freeling, A.N.S. & George, M. (1994) Reinventing the Marketing Organization, The McKinsey Quarterly, Number 4

Marketing is in Crisis – Can Market Research Help?

Freeling, A.N.S. (1994) Marketing is in Crisis – Can Market Research Help?, Journal of the Market Research Society, 36 (2), pp 97-104

Marketers’ Metamorphosis - 1994

Court, D. Freeling, A. & George, M. (1994) Marketers’ Metamorphosis, McKinsey Quarterly

How Global are Global Brands?

Riesenbeck, H. & Freeling, A.N.S. (1991) How Global are Global Brands?, The McKinsey Quarterly, Number 4

Possibilities versus Fuzzy Probabilities - Two Alternative Decision Aids

Freeling, A.N.S. (1984) 'Possibilities versus Fuzzy Probabilities - Two Alternative Decision Aids', in Fuzzy Sets and Decision Analysis, Zimmermann, H.J. Zadeh, L.A. & Gaines, B.R. (Eds.) , Elsevier Science Publishers, Amsterdam

Reconciliation of Multiple Probability Assessments

Freeling, A.N.S. (1983) Reconciliation of Multiple Probability Assessments, Organizational Behavior and Human Performance 28, 395-414

Comments on: Assessing Attribute Weights by Ratio

Watson, S. R. & Freeling, A.N.S. (1983) Comments on: Assessing Attribute Weights by Ratio, OMEGA, vol. 11, pp. 13

Assessing Attribute Weights

Watson, S. R. & Freeling, A.N.S. (1982) Assessing Attribute Weights, OMEGA, vol. 10, pp. 582–583

Combining Evidence

Freeling, A.N.S. & Sahlin, N. (1981) 'Combining Evidence', in Gärdenfors, P. Hansson, B. & Sahlin, N. eds. Evidentiary Value: Philosophical, Judicial and Psychological Aspects of a Theory, Lund

Fuzzy Sets and Decision Analysis

Freeling, A.N.S. (1980) Fuzzy Sets and Decision Analysis, IEEE Transactions on System, Man, and Cybernetics, 10, 7, pp. 341-354