Maddi Riddell

Practice Director

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onsumers and businesses; aspiration and pragmatism – Maddi loves putting together the cocktail of insight and possibility to uncover exciting new business opportunities for clients. In her time at ?What If!, she has worked on saving financial institutions from hostile takeover and finding the right billion-dollar 'bets' for pharmaceutical companies as well as developing a string of FMCG launches.

After an early incarnation as an economist, Maddi spent 10 years in consumer insight for both Unilever and Coca Cola experiencing the triumphs (Persil Tablets) and disasters (Persil Power) of innovation on the front line.

Whilst spending most of her time leading project teams in tackling clients innovation challenges, she has a particular interest in leading the development of ?What If!'s approach to insight.