Former dunnhumby director, Hayward, joins KPMG/Ipsos Retail Think Tank


Former director of strategy and futures for dunnhumby, Martin Hayward, has been appointed to the KPMG/Ipsos Retail Think Tank, following the retirement of Professor John Dawson, Emeritus Professor of the University of Stirling.

Hayward is the founder of Hayward Strategy and Futures, providing strategic marketing advice to the loyalty, retail, insight, financial services, telecoms, media and consumer goods industries. 

An acknowledged thought leader in the future of customer data, insight, loyalty and marketing, at dunnhumby Hayward was at the heart of the development of the innovative use of detailed customer data for marketing and communications.

“This is a very interesting time to be invited to join the Retail Think Tank, as both consumers and retailers face up to the new realities of a world where growth is hard to come by,” said Hayward.  

“After a sustained period of debt-fuelled expenditure, where even average retail offers were able to post good year on year results, the difference between those who really understand the consumer and those who don’t will become ever more apparent, and I look forward to working with the Retail Think Tank to help the industry decipher where the real opportunities and threats lie for the future.”

Dr Tim Denison, head of retail intelligence at Ipsos Retail Performance and co-founder of the Retail Think Tank, said: “The RTT is delighted to have Martin on board and we look forward to his input. Martin is well known in the retail sector as a free-thinker and thought leader. His knowledge, experience and foresight of UK consumer behaviour will be very valuable to us as well as those who follow the work of the RTT.”

During Hayward’s six years at dunnhumby the company grew to be the world leader in the management and translation of vast behavioural data sets, particularly in the retail and FMCG sector.  His previous position was as executive chairman of The Henley Centre, WPP’s leading strategic marketing consultancy.

Prior to joining The Henley Centre, Hayward was the founding managing director of BBH Futures, the strategic consultancy arm of the Bartle Bogle Hegarty Advertising Group. He was also head of the marketing services department for Mercury Communications, during which time Mercury was voted Brand of the Year. Hayward began his career in Account Planning at Ogilvy and Mather.

He recently published a new book Any Colour You Like As Long As It’s ….Any Colour You Like, exploring the future of customer data and insight.