Steve Jagger

Partner at MSW Research, New York

Speaker

Steve is a Brit currently living the ‘good life’ in Miami, where he manages four cats, two dogs and a swimming pool.

He is one of the few individuals who have worked at all three sides of the advertising research triangle, first as a client, then an ad agency planner before becoming a market research supplier. He has had a unique career, entering marketing after working on submarine navigation in the days before GPS. He contends that Brand Management is very similar to submarine navigation; you are never certain where the brand is, the instruments tell you whether the brand is going up or down and you have some indication of direction and in both cases, you can be pushed off course by counter directional currents.

He applied mathematical tools to become a Market Modeler. After analyzing the effects of advertising on Brand perceptions, he decided to join an ad agency working as a planner in London. He was then lured away to interpret research findings for marketers, which he has done for the past 35 years (working for 20% of the top global companies) initially in London, then Brussels followed by Paris before a second stint in London, which led to a move to New York.

Steve has extensive international experience gained from living in 8 countries on 4 continents, visiting 55 countries and conducting research in 75. Top of by working for American, Belgian, British, French, German and Swedish companies (talk to him about international management styles). He has contributed to various publications related to Market and Social Research, Marketing, Advertising and Statistics.