2016 Ryder Cup Captains 
Davis Love III (USA) 
Darren Clarke (Europe)

Commercial Track Record 

Selected Clients include.

  • Swedish retail bank

  • Canadian investment bank

  • Fund services supplier

  • Global transport provider

  • International airline

  • International hotel chain

  • Energy supplier

  • Human rights security association

  • Sport bodies - rugby, tennis, athletics. 

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Industrywide Change

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Founded in 2018 by behavioral scientist, TEDx Speaker, Board Advisor, and award-winning former CMO, Nuala Walsh. Three decades in asset management at  Fortune 500 and FTSE-50 firms Standard Life AberdeenBlackrock, Merrill Lynch, and PA Consulting.

 

Current Appointments: 

Awards:    Top 100 Most Influential Women in Finance (2015);  Top 50 Innovative CMOs (2017);  BT Sport 'Partnership of the Year 2018'  for British & Irish Lions Tour.

 

Visiting Scholar at INSEADHarvard Kennedy School; LSEUniversity of TexasLondon Business School;  Bocconi; and Herriott-Watt.  

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Applied Behavioural Science 

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Affiliations

Applying a range of bespoke change and communication strategies to build risk, compliance, product, HR, and marketing functions.

 

Solutions explore social norms; default systems;  priming; nudging; framing; signaling, and incentivization.

The Team. MindEquity works with a panel to multiply value for clients.

  • seasoned industry specialists.

  • designers

  • data analysts.

  • academics.

Advisory Board to be announced.

Publications &  Interviews:  

Sports Marketing

Golf- Rugby - Tennis - Racing - Football - Athletics

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Image by Nicolas Hoizey

GOLF - RYDER CUP

Architected 1st worldwide partnership with Ryder Cup in its 100 year history. Activated high-impact strategies in Europe (2012) and US (2016). Multiple award nominations. 1st Ringing of Nasdaq Bell with Captains. View here.

Led sponsorship of historic 2017 Tour to New Zealand.Broke previous media and ROI records. Awarded BT Sport 'Partnership of the Year' - a 1st for an investment firm.  Various interviews and player awards

FOOTBALL - THE FA

Member of the FA Council and the Inclusion Advisory Board, the regulatory body for English football aiming to minimize discrimination. Member of the Culture and Appointments Committee.

ATHLETICS - WORLD ATHLETICS

Member of World Athletics (formerly IAAF) Gender Leadership Taskforce set up to advance equality and implement change. across 214 federations. Launched in Bahrain with former Olympians and Sheikh Hamad bin Al Khalifa.

TENNIS - ATP Tour of Champions

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Negotiated and activated the 3-year global sponsorship of ATP Seniors tennis tour across14 cities  (2003 - 2006)

 

Featured legends including John McEnroe, Bjorn Borg, Boris Becker, Goran Ivanisvich, Henri Leconte, Pat Cash. 

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John McEnroe
World Number 1 Singles Player (1980) and multiple Grand Slam Winner

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Barcelona 2006
An ATP Tour of Champions Event