What Eatbigfish does

Eatbigfish is a London-headquartered strategic brand consultancy founded by Adam Morgan in 1998 (operating formally from 2000), focused exclusively on the development and application of 'Challenger Brand' thinking. The firm operates as a specialist boutique with approximately 40 team members across offices in London (HQ), Austin, Toronto, New York, Bordeaux, and Johannesburg (Africa regional HQ), serving enterprise clients seeking to break free from incumbent conventions and embed a Challenger Mindset across their organisations.

The firm delivers professional services through four modular engagement types — Challenger Inspiration (speeches and workshops), Challenger Solutions (bespoke strategic problem-solving), Challenger Brand Strategies (full brand positioning programmes), and Challenger Culture & Capabilities (embedding Challenger thinking into purpose, values, leadership, and teams). Underlying the consulting practice is a 25+ year proprietary intellectual property base including Adam Morgan's published books ('Eating the Big Fish', 'The Pirate Inside', 'A Beautiful Constraint', 'Overthrow'), an ongoing research initiative called The Challenger Project, the 'Let's Make This More Interesting' podcast, and a library of frameworks and tools developed since the firm's founding. Africa operations are delivered via a partnership with Delta Victor Bravo (established 2019).

The business model is fee-based consulting with project-by-project engagements custom-quoted on scope, duration, and complexity. Go-to-market is enterprise field sales — direct engagement with senior client stakeholders through strategic workshops and facilitated sessions — supplemented by content-driven demand generation (podcast, webinars, monthly newsletter, LinkedIn thought leadership). Named clients include HSBC, Coca-Cola, Kraft Heinz, Novo Nordisk, Boston Scientific, Four Seasons, Audible, Pret, KFC UK & Ireland, Campari Group, Nocibé, Ardbeg, and Lucozade; one disclosed outcome involved aligning 200,000 employees for a global bank. The firm is privately held by Founder & Chair Adam Morgan and Managing Partners, with no disclosed parent, funding, or ownership changes.

Name

Eatbigfish

Legal name

Eatbigfish

Website

https://eatbigfish.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Eatbigfish is a London-based specialist brand consultancy, founded in 1998, that helps enterprise clients adopt a Challenger Mindset through strategy workshops, brand positioning programmes, and culture transformation engagements, with offices across the UK, US, Canada, France, and Africa.

Ownership category

akta.pro rank

Product category

Brand Strategy Consulting

NAICS

Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Brand & Portfolio Strategy Consulting (MPAAAFAB)

Keywords

• Brand strategy consulting
• Challenger brand services
• Marketing consultancy
• Strategic brand workshops
• Brand positioning advisory

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Strategic Consultancy Services: Fee-based consulting engagements including brand strategy, Challenger mindset workshops, and organizational transformation programs. Revenue generated through project-based consulting fees for strategy development and facilitation services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Eatbigfish is a strategic brand consultancy that helps ambitious Challenger brands grow through workshops, strategy development, and organizational transformation programs. The firm delivers Challenger strategy services via four engagement modules: Challenger Inspiration (speeches/workshops), Challenger Solutions (bespoke strategic processes), Challenger Brand Strategies (comprehensive positioning programs), and Challenger Culture & Capabilities (mindset embedding across organizations).

Product overview

Eatbigfish is a strategic consultancy, not a software product company. The company's core offering consists of Challenger strategy consulting services delivered through four main engagement modules: Challenger Inspiration (speeches and workshops), Challenger Solutions (bespoke strategic processes), Challenger Brand Strategies (comprehensive brand positioning programs), and Challenger Culture & Capabilities (organizational mindset embedding). Supporting these services are intellectual property assets including The Challenger Project research initiative, the 'Let's Make This More Interesting' podcast, and published books by founder Adam Morgan including 'Eating the Big Fish', 'The Pirate Inside', 'A Beautiful Constraint', and 'Overthrow'.

Differentiator

Problem solved

Functional benefit

Products and services

• Challenger Strategy Consulting Strategic consultancy services helping ambitious Challenger brands grow through the Challenger Mindset framework, facilitated workshops, and collaborative strategy development. Delivered to enterprise clients across multiple phases with cross-functional team participation.
• Challenger Inspiration Provocative speeches and workshops designed to inspire teams to think and act like Challengers, covering topics like embracing the Challenger Mindset and cutting through category dullness.
• Challenger Solutions Bespoke strategic processes helping clients tackle specific challenges with a Challenger Mindset, including localizing global strategies, generating innovation concepts, and creating launch strategies.
• Challenger Brand Strategies In-depth programs for creating or revitalizing brand positionings through cross-functional collaboration, combining creative exploration with strategic decision-making.
• Challenger Culture & Capabilities Services focused on embedding the Challenger Mindset across organizations, including purpose and values articulation, strategy embedding, team upskilling, and leadership development.

Quantifiable outcome

• Helped align 200,000 employees for a major global bank behind revitalized culture and growth strategy
• +1 more outcomes

Named customers13 records

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Delta Victor BravoregionalStrategic or Co-development Partnereatbigfish's representative operation in Africa, founded by David Blythe in September 2018. Delta Victor Bravo represents eatbigfish across African markets, delivering Challenger strategy services to clients across 20+ African countries including Absa, Airtel, Barclays, DStv, Michelin, MTN, and Pernod Ricard.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Superunion (formerly Brand Union): WPP's integrated brand consultancy working on brand strategy, identity and design for global enterprises. Competes for the same kind of multinational brand transformation mandates as eatbigfish.
• Wolff Olins: Global brand consultancy with a comparable model of brand strategy, identity and Challenger-style work for large enterprise clients (e.g. Google, NYC, Uber). Directly comparable in offering, client tier and creative-led positioning.
• Interbrand: One of the largest global brand consultancies offering brand strategy, naming, identity and valuation. Competes for the same enterprise brand strategy mandates as eatbigfish across CPG, finance and hospitality verticals.
• Landor: Global brand consulting and design firm with deep CPG and beverage credentials (Coca-Cola, Kraft Heinz). Multiple eatbigfish team members (e.g. Zoë Gray) trained at Landor, indicating direct talent and methodology overlap.
• Lippincott: Premium brand strategy and design consultancy serving large enterprises on positioning, identity and customer experience. Directly comparable in offering, client profile and senior-led workshop delivery model.
• Siegel+Gale: Global brand strategy and experience design firm with a 'simplify' proposition. Competes for the same enterprise brand strategy and Challenger-adjacent briefs across CPG, financial services and pharma.
• Prophet: Growth and brand-focused consultancy combining strategy, brand and experience work. Directly comparable in combining strategic consulting rigour with brand-led transformation for large enterprises.
• FutureBrand: Global brand consultancy under the Interpublic Group, offering brand strategy, design and experience. Overlaps directly with eatbigfish on Challenger-style positioning projects for multinational CPG and consumer clients.
• The Clearing: Boutique brand strategy consultancy focused on Challenger Brands and category design, with a similar methodology-led, author-driven positioning. The closest direct conceptual peer in the Challenger niche.

Broad incumbents

• R/GA: Larger hybrid agency/consultancy combining brand strategy, experience design and technology. A broader incumbent that increasingly competes in the Challenger-style brand transformation space, particularly with growth-stage and enterprise clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/eatbigfish
• Instagraminstagram.com/eatbigfish
• Xx.com/eatbigfish
• Facebookfacebook.com/eatbigfish

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eatbigfish