Phil Barden is the Managing Director of DECODE Marketing Ltd and the author of Decoded: The Science Behind Why We Buy. With over 25 years of client-side marketing experience, he has held senior roles at renowned companies such as Unilever, Diageo, and T-Mobile. His deep understanding of behavioural economics and psychology allows him to leverage decision science to enhance marketing effectiveness and drive brand growth.

Phil's journey into decision science began when he recognised the potential of these insights to transform marketing strategies. This passion led him to leave his position as an international brand director, enabling him to focus entirely on this emerging field. His unique combination of practical marketing experience and academic knowledge makes him a sought-after expert in the industry. As a Fellow of The Marketing Society, he is well-respected among peers and clients alike.

Throughout his career, Phil has faced various challenges, including the need to adapt to rapidly changing market dynamics and consumer behaviours. His ability to navigate these complexities has shaped his professional path and informed his approach to marketing strategy. His book serves as a bridge between marketing and decision science, offering valuable insights for both practitioners and academics.

Phil is also an accomplished speaker, presenting on decision science for prestigious programmes such as the IPA Diploma and the APG Planning Skills Diploma, as well as various international MBA and MSc courses. His expertise is frequently sought at industry events, where he shares his knowledge with brand owners and agencies. Phil's insights into the science of decision-making provide a compelling perspective for anyone interested in understanding consumer behaviour and enhancing marketing strategies.