AME: Adam Morgan on why smaller budgets lead to better ideas

Morgan, founder of brand consultancy eatbigfish, will present 'Less creates more: why smaller budgets lead to better ideas'. In his speech he will argue that limited resource is fundamental to creative breakthrough for any brand — halve your budget, double your targets and think like a challenger brand.

Morgan's interest in the subject of challenger brands started early in his career working in the UK and US. In 1997 he launched 'The Challenger Project', a study of how challenger brands create more growth with less resource.

This continually evolving study led to the publication of ‘Eating The Big Fish: How Challenger Brands Can Compete against Brand Leaders’ which has been translated into eight languages. An updated edition of the book was published in February last year.

He currently works with clients including PepsiCo, Eurostar, Guardian Newspapers, Unilever, Channel 4 and Lexus in running workshops to develop and maximise their position as challenger brands in the marketplace.

Morgan is a frequent speaker at business and marketing conferences around the world and was voted the highest ranked speaker in a workshop following his speech at The Marketing Forum in the States.

Click here to see the other speakers & topics confirmed for the year's AMEs.

The AMEs is now in its eighth year and hailed as the region’s premier recognition of excellence in marketing effectiveness. A highly influential list of leading industry executives, brand pioneers and globally acclaimed marketing experts will take part in an unparalleled programme of challenging keynotes, dynamic panel discussions and informative breakout sessions. The AME Festival is Asia’s premier forum to discuss, debate and celebrate results driven marketing and innovation.