Head Honcho, Afia Consulting

Ben Afia has helped companies manage their brand and tone of voice longer than most, starting in 2001 at Boots, when managing language was just becoming a thing. He created a new tone and went on to help people across the business to get better results from agencies and freelancers. In 2004, he set up Afia and, among other things, helped Norwich Union become Aviva, Powergen turn into E.ON and given Google the language to help its advertisers and agencies develop digital marketing skills.