the founders

this fluid world was founded in 2009 by liri andersson and jonathan macdonald to assist organisations in capitalising on opportunities and addressing the challenges facing them due to fundamental shifts in the business, marketing and consumer environment

the proprietary tools, models and methodologies used by this fluid world are developed by the founders and are based on their extensive experience, in addition to their broad understanding of what drives success in today’s business world

a summary overview of liri’s experience and achievements

  • 17 years experience in marketing services across nations, industries, brands, disciplines and channels
  • MBA and a B.A. (Hons) International Marketing
  • built world service office of Research International (WPP) 1995 to 1997
  • defined direction of global team at Cisco responsible for internet business solutions for key clients 1998 to 2000
  • shaped in-store retail proposition for WPP 2003
  • contributed to defining strategic direction of media planning in retail at Mindshare 2005
  • identified and managed projects to future-proof Ogilvy 2007 to 2008
  • consulted Yahoo! (US) on online display advertising strategy 2009
  • senior strategist on key account at MediaCom and responsible for developing understanding of business methodology for planning department 2010
  • active blogger on business and marketing

a summary overview of jonathan’s experience and achievements

  • created and launched one of the first UK/EU e-commerce platforms 1999
  • assisted over 100 companies in digital strategy and execution
  • consultant to UK Government on digital and education 2001
  • managed and launched Ministry of Sound`s digital strategy 2006
  • assisted launch of ad-funded mobile network Blyk 2007 to 2008
  • winner of Mobile Marketing Innovation Award 2008
  • created Ogilvy`s Global Mobile strategy 2008 to 2009
  • voted #8 in RockStars of Web 2.0 by industry peers in 2009
  • consulted on mobile strategy for development of Alcatel`s ad platform, Optism 2009 to 2010
  • IAB Mobile Committee Board Member 2009 to 2011
  • 100,000+ readers of blog per month and 30,000+ twitter followers
  • author of cited books, whitepapers and articles on communication, social media and mobile