May 2008

Patrick Barwise

Patrick Barwise is Emeritus Professor of Management and Marketing at London

Business School. He joined the School in 1976, having spent his early career with
IBM. He has published and consulted widely on management, marketing, and
media. His latest book Simply Better (HBS Press, 2004), co-authored with Seán
Meehan, won the American Marketing Association’s 2005 Berry-AMA Prize for the
best recent book in marketing. In 2004, he led an independent review for the UK
government of the BBC’s digital television services. He is a Fellow of both the
Marketing Society and the Sunningdale Institute, a virtual academy on public service
management. He is also a Council member (and previous deputy chairman) of
Which?, the UK’s leading consumer organization, and an experienced expert
witness, having worked on commercial, tax, and competition cases in London,
Brussels, Paris, and Washington. His main current project is another book with Seán
Meehan, 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 I’m the only
panel member who hasn’t done work on children and teenagers. I have, however,
done a fair amount of work on consumer/audience behaviour in general, markets and
marketing (including advertising), business strategy etc, and to a lesser extent
technology (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 resulting
guidelines were endorsed by DfES but not strongly publicised.

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