Jono Wylie

Jono (rhymes with Bono) has crammed quite a lot of weird and wonderful experience into the last 15 years, having worked and lived in London, New York, LA and Manchester alongside PR people, event producers, ad agency creatives, and design experts. He’s loved advertising since he was a little boy, so he’s basically doing his dream job and would probably do it for free (though don’t tell his employer that). As Strategy Director at eatbigfish, the authority on Challenger Brand strategy, he works with clients across categories but has a particular focus on CPG food brands in the US and Europe. He's written extensively on the challenges facing CPG food and beverage brands in 2026, from the threat of private label, to the 'Functional Trap' of chasing claims and forgetting about brand building. Oh, and he’s raising six kids in Cheshire, UK with his spectacular wife Siân.