Paul Cowper

Managing Director, United Kingdom

Graduating with a degree in the History of Art, Paul began his career with BT just as their market stronghold was floundering. But it was at Pearlfisher that he discovered a nascent interest in brands whilst running accounts like Unilever and Pernod Ricard. Following his interests, Paul moved to Interbrand and then Brandsmiths.

In 2008, he joined Added Value to run the brand team and lead clients like Vodafone, Waitrose, Microsoft, Diageo and Arla. He was then made Deputy Managing Director in early 2012 and Managing Director in July 2013.

Paul’s expertise are in facilitation, brand positioning and concept development.

Bart Michels

Global Chief Executive Officer

Bart graduated from UCL with a BSc in Economics and a life-long passion for rugby.

His career has spanned brand management at GlaxoSmithKline, innovation, advertising and media at Kellogg’s, marketing management at Coca-Cola UK and brand and communications at Virgin Media (formerly NTL).

Bart joined Added Value in 2003, and has won and developed many of our most significant client relationships: Vodafone, HP, P&G, Mars, Jaguar Land Rover and Barclays.

Prior to becoming CEO of the global Added Value business, he was Managing Director of Added Value UK.  Bart is also a trustee of Street Child Africa, the only UK charity entirely devoted to helping street children across the African continent.

Eunice Benedicto

Head of Finance

Eunice joined Kantar Added Value in 2005 and is part of the dynamic finance team which is involved from start to finish of each client project.

Having graduated with a Masters in financial management from Nottingham University, Eunice began her career in Asia before joining Sony Europe in the UK as a Business Analyst.

Eunice loves drum and bass, fashion and documentaries.

Bob Burgoyne

Director, Quantitative Insight

Before joining Kantar Added Value in 2016 as a Director in the Quantitative Insight team, Bob worked for various Kantar companies in client service and offer innovation such as mobile behavioural data, ‘clickstream’ (i.e. web behaviours), social media and location data, primarily for tech clients like Google, Microsoft, YouTube, mobile operators and manufacturers with a mix of FMCG and finance to spice things up a bit.

Bob holds a MSC in Development Management from the LSE and after graduating, spent six months living in Rwanda where he wrote a paper on “Rwanda’s Demobilization: Creating the environment for Investment” for the World Bank.

In his spare time, Bob loves to travel and to discover new cultures especially in Africa and in the South East Asia region. A self-called geek, he is also into board games and has quiet an eclectic taste in music.

Fiona Egan


Fiona heads up our Qualitative specialism, working closely with our Brand and Cultural experts to join the dots between the ‘why?’ and the ‘so what?’ for clients’ brands.

She has over 15 years of global qual experience, including roles at Hauck Research International and Illuminas before joining Added Value in 2006.

Fiona has wide-ranging experience across categories and client challenges, but has particular expertise in brand positioning, market entry/localisation, concept and comms development.

Intuitive, unflappable and endlessly nosy, she digs out the gems of human insight that help our clients shape and shift people’s behaviours.

Her nocturnal alter-ego can be found behind a microphone, clutching a dirty martini and channelling the jazz divas of times gone by.

Jason Huntley

Director of Marketing Analytics

Jason has been working in consumer insights now for 10 years.  In those 10 years he has led segmentation and custom analysis in over 50 countries and across a great breadth of industries. 

He works with all Added Value offices around the world in delivering the best results and continually improving this offer to our current and potential clients.

Prior to joining Added Value he worked in analytics for Maritz Market Research but developed his love for understanding people at the Social Research Laboratory at Northern Arizona University.

Michelle King

Insight Director

Michelle has a degree in psychology and a passion for digging deep into what people think and feel. She loves the challenge of knotty strategic problems and being able to turn people’s motivations, drives, dreams and aspirations into great brand strategy and innovations.

In her fourteen years at Added Value she has looked after many of our key client relationships including Vodafone, Cadbury’s, Scottish Courage and Nutricia.  Over the last couple of years Michelle has gathered up plenty of knowledge in the automotive sector as she successfully heads up our Jaguar Land Rover account worldwide.

Izzy Pugh

Insight Director

Izzy’s grand tour of Added Value started as a graduate in 2000 building experience in qualitative insight, ethnography, Cultural Insight and brand strategy.

She now leads the global Cultural Insight team and works closely with clients like Philips, Diageo, L’Oreal and Vodafone to help solve their business challenges by looking at how the world is changing.

Izzy developed the thinking behind the Archetype Game which helped Vodafone to define their personality globally and went on to win the “WPPed Cream” award. She is also responsible for the delivery of our annual trends report and Cultural Traction™ study in the UK.

Ulrich Roesener


Ulrich joined Kantar Added Value in April 2000 and is a quantitative expert specializing in segmentation and portfolio planning as well as innovation.

He has worked across many FMCG, especially food & drink categories as well as technology and retail/services sectors.

Ulrich is also the overall quantitative methods expert at Kantar Added Value UK.

Emily Smith

Brand Director

While working 12 years client side across a variety of FMCG brands, including Heinz baked beans, Shredded Wheat, Gallo Wines and Energizer batteries, Emily gained her passion for developing and growing brands through brand and commercial marketing in both UK & International roles.

Emily brought her passion and enthusiasm to Added Value in 2012. Heading up the UK Brand Development Team Emily positively manages many brand challenges such as positioning, innovation and brand planning, across diverse industries and categories including Finance, Automotive, Telecomms, Healthcare and Toys & Games to name a few.

Matt Woodhams

Brand Director

Matt started his career working in advertising and market research agencies before spending 15 years client side at RHM, Cereal Partners, Gillette and finally at Diageo, working in Consumer Planning, Customer Marketing and Innovation across the globe.

Matt joined Added Value in 2013 and brings his passion and pragmatism to a range of sectors including FMCG, Media and Automotive. Matt plays a key role in contributing to our clients’ business growth using his expertise in marketing strategy development, brand and product innovation and commercial execution of marketing plans.