Dr. Joanna Seddon is a long-time friend and supporter of Interchange and a recent addition to Interchange’s Board of Advisors.

Joanna specializes in helping clients maximize the financial potential of their brand and marketing strategies. She is recognized as a global expert on brand positioning, brand architecture, brand valuation, branding in M&A, brand and marketing investment, brand measurement and ROI and growth strategies. She has more than 20 years of experience in providing strategic recommendations with measurable financial impact to leading clients worldwide.

Before founding Presciant, Joanna was Principal and Global Managing Partner, Brand Consulting at Ogilvy for 10 years. At Ogilvy, she developed a new focus on branding in M&A and brand architecture & portfolio strategy, including the Dow DuPont and Fiserv First Data mergers, Mondelez and SC Johnson.

Joanna was previously the founder and CEO of Kantar’s global brand consulting practice. In her role at Kantar, Joanna was responsible for the development of fresh approaches to brand and marketing strategy. This included creation and implementation of the BrandZ Top 100 ranking of the world’s most valuable brands, published annually in the Financial Times.

Prior to joining Kantar, Joanna was a founding partner and Executive Vice President for Worldwide Strategy at FutureBrand, pioneering the integration of brand strategy and brand identity. Joanna also led a cross agency group within IPG dedicated to creating best practices in marketing accountability.

Joanna holds a Doctorate from Oxford University and is well known as a speaker and writer on brand strategy, brand valuation and marketing ROI issues. She is the author of Brand in the Boardroom, which won the WPP top Atticus prize, and has also collaborated with Jim Stengel, former CMO of P&G on several books, including “ Grow” and “Unleashing the Innovators”, an analysis of how to infuse innovation and modernity into established brands by taking them into new areas and partnerships.

Joanna revived, reinvented and implemented the Marketing Hall of Fame, and has been honored with the Margaret H. Blair Award for Marketing Accountability and is CEO of The Marketing Accountability Standards Board.