Simon Anholt is a leading voice in the field of nation branding and global image management. Over the course of a career spanning more than two decades, Simon has worked with the governments of over sixty countries, cities, and regions, helping them improve their international standing through ethical and strategic engagement. His expertise in public diplomacy and soft power has earned him a reputation for challenging assumptions and fostering innovative thinking at the highest levels of statecraft.

Simon first coined the term “nation brand” in the late 1990s, sparking a new way of thinking about how countries present themselves to the world. This work later developed into the Anholt Nation Brands Index, a rigorous research framework that has gathered over a billion data points and is used by policymakers, scholars, and international organisations. He is also the creator of the Good Country Index, which ranks nations based on their actual contributions to global well-being rather than perception alone.

His policy advice is rooted in data, yet guided by a strong ethical framework. Simon has served as Vice-Chair of the UK Foreign Office’s Public Diplomacy Board and has published six books exploring the intersection of national identity, image, and international relations. His work has been recognised with numerous accolades, including the Nobels Colloquia Prize for his contributions to economic development and international relations.

Simon’s TED talk on global responsibility remains the most viewed in the governance category, and his writing and research continue to influence thinking at the highest levels, from the United Nations to national governments. He brings not only insight, but a proven ability to shift perspectives and spark meaningful dialogue.