Bart Michels

Global Chief Executive Officer


Bart graduated from UCL with a BSc in Economics and a life-long passion for rugby.

His career has spanned brand management at GlaxoSmithKline, innovation, advertising and media at Kellogg’s, marketing management at Coca-Cola UK and brand and communications at Virgin Media (formerly NTL).

Bart joined Added Value in 2003, and has won and developed many of our most significant client relationships: Vodafone, HP, P&G, Mars, Jaguar Land Rover and Barclays.

Prior to becoming CEO of the global Added Value business, he was Managing Director of Added Value UK.  Bart is also a trustee of Street Child Africa, the only UK charity entirely devoted to helping street children across the African continent.

Brian Kushnir

Executive Vice President, Managing Director, Los Angeles, U.S.A.


Graduating from UCLA in 1989, Brian went on to achieve his Master’s degree in International Relations and Business from UC San Diego.

Prior to joining Added Value in 2003, he ran the strategic planning and market research groups at BBDO Japan. He has also worked on strategic consumer insights with Microsoft, Nike, Coca-Cola, Levi’s, Johnson & Johnson and Fidelity Investments, and was in charge of media planning and consumer research at Gateway Japan.

Brian currently leads the Los Angeles office and works with clients across a number of categories including telecommunications, automotive, and beverages.

Charles Broome

Chairman, South Africa


After graduating from Rhodes University with a B.Com Hons. degree, Charles started  his career in marketing with  Unilever in London.

He joined Added Value in 1997 and in 1998 started Added Value South Africa. In 2001 he returned to London to run the group globally during which the business undertook several mergers to become truly global.

Charles is now Chairman of AV SA choosing to spend the majority of his time running global branding projects and progressing the companies thought leadership.

When not in the office, Charles runs his farming and innovation business.

Chris Prox

Chief Executive Officer, Germany


After starting his career with GTP/Gemini Consulting, Chris joined Icon when it was just 15 months old, thriving on the challenges and opportunities of a rapidly growing business.

He became Managing Director in 1998 and was appointed to Added Value’s global executive committee in 2004 as CEO Asia Africa. In 2006 Chris took over responsibility for the German business as CEO for Icon Added Value. He also looks after Added Value’s offices in China, Italy, Poland and Russia.

Chris specialises in brand equity and communication, looking after clients like Audi, Nestlé and Colgate Palmolive.

Dennis Wong

Managing Director and Brand Positioning, Australia


Dennis is a lover of brands and an unashamed champion of consumerism.

With more than 13 years’ experience in brand development, he is passionate about bringing the worlds of insight, strategy and innovation together.
Since joining Added Value in 2008, Dennis has worked with the likes of Diageo and McDonald’s in understanding and shaping their next big step change opportunities.

He believes renovation is easy and often overworked, but that disruptive innovation is the biggest challenge a brand can face; it requires a killer insight, a point of view on the future and unwavering courage to change the category conversation.

Dr Bernd Christian

Managing Director and Member of the Executive Board, Germany


Bernd is a Doctor of Business Administration and fascinated by statistics and the role they play in market research.

With a keen interest for how human behaviour can be predicted based on a few statements, he has expertise in econometrics as well as data mining.

Bernd leads the Marketing Science department and is responsible for Talent in Germany. Since 2009, he has also been a Member of the Executive Board.

Helmut Thienel

Chief Financial Officer and Member of the Executive Board, Germany


Graduating from Mainz in Business Administration and Economics, Helmut joined Motorola Telco, one of the first service providers in the then-emerging German GSM mobile phone market.

His career with Motorola includes a two year stint in the UK as a Financial Analyst as well as taking over sales controlling responsibilities of the company’s mobile phones division in Wiesbaden. He then went on to serve as Finance Manager of Dell Computers.

In 2002 Helmut helped establish a start-up company in Nueremberg before joining Icon Added Value as CFO in 2004, assuming responsibility for finance, IT, operations , HR, legal and facilities.

Jonathan Hall

President North America Consulting


Jonathan joined Added Value UK in 2005 to work on global clients, before moving to head up Added Value France three years later. In 2011, he became Managing Director of Added Value Cheskin in San Francisco.

He specialises in brand strategy development and innovation with experience ranging from multi-national packaged goods, financial services, technology, pharmaceutical and utilities groups through to leisure players, retailers and luxury businesses as well as government departments, universities and charity organizations.

A long-standing member of the editorial board of the International Journal of Brand Management, Jonathan is also an Oxford University graduate.

Jürgen Breitinger

Managing Director and Member of the Executive Board, Germany


Jürgen started his marketing career in 1995 at Icon Forschung & Consulting, working across financial services, telecommunications and retail. His main focus was on clients in the insurance industry before the scope of research widened and saw him working abroad across Eastern Europe.

Today, he is Managing Director and Member of the Executive Board as well as being responsible for the internal production services.

Jürgen loves to explore the reasons why some brands feature weak profiles and whether strong brands satisfy consumers more.

Kai Lockermann

Managing Director and Member of the Executive Board, Germany


Since 2006, Kai has been a Member of the Executive Board of Icon Added Value and responsible for the New Business department.

Before joining Icon Added Value in 2000, Kai pursued a life of academia and a role in Marketing at Storck KG that took him around the world.

Kai has a particular interest in positioning, generating growth in stagnating markets and culture when it comes to brands. His work is future-facing, including projects on understanding mobility in 2020.

Katie McClintock

Chief Executive Officer, Asia


Katie is a brand expert with more than 18 years of marketing and research experience both agency and client-side.  Throughout her years at PepsiCo Asia Pacific and Added Value UK, she has developed numerous brand strategies that resonate with the target consumers.

Since joining Oracle Added Value, her experience in building insight-led marketing solutions, particularly in the areas of market segmentation, innovation and portfolio planning, has helped clients like PepsiCo, Mars, Wrigley and Brown Forman solve marketing challenges and achieve brand growth.

Magdalena Wong

Non-Executive Chairman, Greater China


Since China opened to foreign players in the mid-Eighties, Mag has helped numerous clients like Unilever, Proctor & Gamble, SC Johnson and BAT get a foothold in the market.

She was a core member of the first market research agency in China and her experience provided a great advantage in setting up Oracle Market Research in 1994. Oracle then joined the Added Value Group in 2005 after being acquired by WPP and has since grown to become one of the most reputable research suppliers in the region.

Famed for her clarity of thought, Mag impresses clients and peers alike with her extensive knowledge of Chinese culture.

Maggie Taylor

Chief Executive Officer, North America


Armed with a BA in Psychology from Brown University, Maggie began her professional study of behaviour in the famed Cellar of Macy’s Herald Square, which fuelled her passion for marketing and next role at VST, where she both produced and tested ads.

Maggie then teamed up with Diagnostic Research where she partnered Marc Agostini in building DR into one of North America’s most creative communication’s research agencies.

Shortly after joining WPP, Maggie led the business into a merger with Added Value, Icon Brand Navigation and Oracle Research. For the last 10 years Maggie has led the development of AV NA and is the brains behind Added Value’s Cultural Traction™ study.

Marie Ridgley

Global Human Resource Officer


Equipped with 12 years of client-side marketing experience in fashion retail and alcoholic beverages, Marie joined Added Value’s London office in 2000.

She has worked with clients on innovation, brand positioning, brand architecture and portfolio planning with particular focus on turning consumer, cultural and brand insight into new ideas and propositions to drive business growth.

Her sector experience spans FMCG, retail and financial services across clients such as Danone, Proctor and Gamble, Lloyds Banking Group, Blockbuster Entertainment and MaxiNutrition.

After five years jointly running the London office, Marie became Managing Director of Added Value New York in 2011.

Paul Cowper

Managing Director, United Kingdom


Graduating with a degree in the History of Art, Paul began his career with BT just as their market stronghold was floundering. But it was at Pearlfisher that he discovered a nascent interest in brands whilst running accounts like Unilever and Pernod Ricard. Following his interests, Paul moved to Interbrand and then Brandsmiths.

In 2008, he joined Added Value to run the brand team and lead clients like Vodafone, Waitrose, Microsoft, Diageo and Arla. He was then made Deputy Managing Director in early 2012 and Managing Director in July 2013.

Paul’s expertise are in facilitation, brand positioning and concept development.

Raymond Ng

Managing Director, Singapore


Raymond has developed a unique point of difference for Added Value Saffron Hill in Singapore as an agency that successfully marries Insights and Strategy Development. He is also responsible for setting up the Added Value office in the Philippines.

Before starting Saffron Hill with Tessa Brown, he worked for various agencies in Singapore and Malaysia, including Frank Small & Associates, NFO (both now under TNS) and Asia Market Intelligence (now Ipsos). He has also ventured client-side, managing research for American Express across 13 countries in the Asia Pacific region.

His current clients include Canon, SingTel, Nestle, Kao and BASF.  An avid sports fan, he also advises the Singapore Sports Council and World Sport Group.

Rina Igual

Managing Director, Philippines


Rina is passionate about people. After completing her degree in Psychology and Marketing Management, she jumped into the world of market research. An industry she loves as she gets to connect with Filipino consumers from all walks of life.

Before Added Value, Rina was one of the pioneers of AMI’s qualitative research team in the Philippines (now Synovate). She then played a key role in the creation of Added Value Saffron Hill Philippines in 2005.

Her approach to consumer insight is hands-on and experiential. In her current role she provides inspiration to her team and the biggest local and multinational brands in the country.

Tanya Copeland

Deputy Managing Director, South Africa


Tanya graduated from UCT with a Business Science degree in marketing. She started out her career in marketing research where she discovered her passion for brands and consumer insight.

In 2006, she joined Added Value South Africa, working within the quantitative insight team. Tanya has been heading up this team for the past few years now, where she works on many local and global studies exposing her to different categories, markets and generally, very smart people.

Tanya is also a key member of the global thought leadership team on segmentation and has been part of some large R&D initiatives across the group.

Thorsten Esch

Managing Director and Member of the Executive Board, Germany


Taught by the famous professor Kroeber-Riel at Saarland University, Thorsten graduated with a “Diplom Kaufmann” (comparable to the MBA).

He joined Icon Added Value in 1997 and has developed long standing client relationships with Audi, Volkswagen, FrieslandCampina and Rügenwalder Mühle.

Prior to Icon Added Value, Thorsten was Managing Director at Y&R Germany where he was responsible for planning and brand strategy.