International Council 2011

IC2012 Madrid Knowledge Partners

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Read McKinsey & Company's report: Making Sense of Social Media 

undefinedAdam Bird

Director and Leader, European Media and Entertainment Practice
McKinsey & Company

Adam Bird is a director in McKinsey & Co.'s Munich office and the coleader of the global media and entertainment practice. He also leads the EMEA digital marketing practice. Bird advises the top management of the leading media, entertainment, leisure, and consumer goods companies on their most critical business issues. His twenty-two years of client work has spanned all major media, entertainment and information segments, including: broadcasting, consumer publishing, gaming, internet, professional publishing, filmed entertainment, cable and satellite distribution, music, video games, and sports. He often speaks on media topics at conferences and has been cited in leading publications, including The Economist, The New York Times, The Wall Street Journal, International Herald Tribune, The Financial Times, Time and BusinessWeek. He is a Young Global Leader with the World Economic Forum, a member of the International Council of the Paley Center for Media and vice chairman of the board of the Munich International School. Prior to McKinsey, Bird was a senior partner with Booz Allen and Hamilton (now Booz + Co.) and the managing director of their global consumer and entertainment practice, as well as a member of their board of directors.

undefinedMarina Cigarini

McKinsey & Company

Marina Cigarini is a principal in McKinsey & Company’s Sao Paulo office. She joined McKinsey's Milan office in 2004 and then transferred to Latin America. Her focus is in media and telecoms and she has served clients in both Europe and Latin America. She also co-led the first McKinsey wireless proprietary consumer behaviour research across Latin America. Cigarini holds an M.B.A. from MIT Sloan and a engineering degree from the Polytechnic of Milan, with an exchange program at Institut d’Informatique in Namur, Belgium. Prior to joining McKinsey, Cigarini worked at Intel and launched a start-up in the media sector.

undefinedPatricia Ferruz Augilar

McKinsey & Company

Patricia Ferruz-Aguilar is a Principal in McKinsey & Company's Madrid office. She focuses on marketing in telecom, specifically in pricing and product development. She also has extensive TV and broadband experience and has led multiple projects on the topic and supports a large number of teams around the world. Ferruz-Aguilar is an industrial engineer graduate from the Polytechnic University of Catalonia and she earned an M.B.A. degree at MIT Sloan.

undefinedGeoffrey Sands

Director and Leader, North American Media and Entertainment
McKinsey & Company

Geoffrey Sands is a director of McKinsey & Company and heads its global media, entertainment and information practice. Sands helps senior management develop innovative growth  strategies, improve performance and profitability, and redesign organization structures.  His clientele spans a range of businesses that include: newspaper, magazine and book publishing; broadcast and cable television; recorded music; filmed entertainment; professional publishing; business information services; education; marketing services; video games; consumer electronics; and sports. Before joining McKinsey, he was lead partner in the media and entertainment practice at Booz Allen and Hamilton. Prior to that he was a vice president at NW Ayer Inc. He is a trustee of the Sundance Institute, the Educational Broadcasting Corporation and the Paley Center For Media. He is also industry advisor to the World Economic Forum's Media Entertainment Governors Meetings. Sands received his BA and MBA degrees from Yale University. He Chairs the PBS executive committee and serves on the national policy advisory, nominating and corporate governance, and finance committees and the diversity task force.


undefinedNick Barron

Deputy Managing Editor

Nick Barron specializes in corporate reputation and public engagement for multinationals, SMEs, governments, and NGOs. His clients include Unilever, CBS Corporation, Leo Burnett, and Manchester City FC. Barron established a creative industries forum for the UK government, securing eighty speakers and a further 300 CEO-level delegates in 2009. In 2010, he launched London & Partners, in 2011, he supported News Corporation in the wake of the News of the World’s closure and in 2012 launched the Queen Elizabeth Prize for Engineering. Before joining Edelman in 2004, Barron spent seven years at The Football Association (The FA) and its subsidiary company Wembley National Stadium Limited (WNSL), which was responsible for the £757 million redevelopment of England's national stadium. Nick runs one of London’s leading blogs and cofounded He studied history and economics at St John’s College, Oxford University.

undefinedStefan Stern

Director of Strategy

Stefan Stern has been writing and commenting on business and management for the past two decades. He began his journalistic career at Euromoney, the financial publisher, where he became editor of Corporate Finance magazine. His next job was as features writer for International Management magazine, after which he joined the BBC, where he worked as a researcher for The Money Programme. He was head of media relations for The Industrial Society, a training and leadership development organization, for three years, prior to returning to journalism as features editor for Management Today magazine. After a year on a fledgling management web site,, in 2001, he worked as a freelance management writer for several years, before becoming the Financial Times’ management columnist in early 2006. He wrote that column for over four years before joining Edelman in August 2010 as its new director of strategy. He was recently appointed visiting professor of Management Practice at Cass Business School and fellow of the RSA. Stern lives in south London and is married with two daughters.

undefinedEd Williams

Chief Executive Officer UK

Ed Williams joined Edelman, the world's largest independent PR agency, in October 2011. He joined the firm from the BBC where he had been director of communications since the beginning of 2008 and a member of the BBC’s management board. At the BBC he led the group communications division and acted as a senior adviser to the director-general, Mark Thompson. Prior to the BBC, Williams was group director of communications at Reuters, reporting to the CEO, Tom Glocer. He was an adviser to Glocer during the Thomson-Reuters transaction. He spent five years at financial public relations firm, Brunswick, specializing in corporate advisory work and campaigns. He has also worked as a political speechwriter and acted as a pro bono adviser to the International Crisis Group and other NGOs. Williams started his career in journalism, including five years in network television, at GMTV where he was news editor. He has also worked as a national newspaper reporter. He is a graduate of Harvard Business School's Advanced Management Program.