John Branch is Clinical Assistant Professor of Business Administration at the Stephen M. Ross School of Business, and Faculty Associate at the Center for Russian, East European, and European Studies, both of the University of Michigan. John is also Visiting Fellow at Wolfson College, University of Cambridge in Cambridge, England. Marcus Collins is a culturally curious thinker with an affinity for understanding the cognitive drivers and environmental factors which impact human behaviour. He is a Golden Apple Award nominated faculty member at the Ross School of Business at the University of Michigan, and leads the Social Engagement practice at Doner Advertising. Marcus was recognised as Ad Age's 2016 40 Under 40 bright young minds who are reinventing and reshaping marketing's future. Eldad Sotnick-Yogev is an experienced strategic marketer who has worked with such companies as Ford, Jaguar/Land Rover, NBA, Fitbit, Zurich Insurance, and Eurostar, helping to steer their global digital and performance marketing strategies and analytics across paid, owned, and earned media channels. He has been published in Drum Magazine, WARC, and within the WPP Reading Room, and has spoken on AdTech panels.