David Abrahams - Consultant

David brings extensive client-side experience to The HTBAG Co. from his 19-year career in brand management, new product development and European business management with The Gillette Company and the Chanel group. David lists BMP/DDB, FCB, Leagas Delaney and Saatchi & Saatchi as just some of his agency partners during this time.


Since then, David has worked in an advisory capacity for 18 years on brand risk evaluation and the innovation process. Success modelling, his highly-regarded refinement of classic project management methodology, distils key factors for success, then calibrates qualitative and quantitative progress in a uniquely accessible and imaginative way. David is the author of Brand Risk – Adding Risk Literacy to Brand Management (2008).


A graduate in law from Cambridge University, David is an alumnus of the INSEAD-CEDEP General Management Programme and a certified member of the Product Development and Management Association. David’s appointment to advise a global company in an international brand dispute led him to appreciate the wider application of mediation techniques in business. He qualified as an accredited commercial mediator in 2005 and is a member of The Chartered Institute of Arbitrators.


David and his wife live in London. A passion for aviation, unabated after 25 years as a private pilot, David’s other fascination is for Gō, the ancient strategy board game of Asia.


From the reviews of David’s book Brand Risk:


‘In this excellent book, Abrahams puts forward a powerful case for professional marketers to develop a deeper understanding of brand risk ...’


The Marketer (Chartered Institute of Marketing)


‘... particularly valuable because ... its focus is not on risk avoidance but risk optimisation.’


Research (The Market Research Society)