ABSTRACT
This chapter has been written in collaboration with Ben Hart and Max Waldron. Ben has a rich history in the digital industry from pioneering the early coupling of interactivity with television broadcasts through to leading global digital strategy for blue-chip brands. Over the last 10 years, he has built two start-up digital marketing agencies. Today he is a consultant, trainer and an adjunct professor at Hult International Business School and is also growing his own e-commerce fashion retailer. Max recently completed his MA in International Relations at London’s Kings College. He is currently at Bain & Company.
