Anthony Freeling is President of Hughes Hall, University of Cambridge. Following a career in strategy, marketing and consulting at Mars Foods and at McKinsey, where he was a Director (Senior Partner), Anthony Freeling now combines academia with not-for-profit activities. In addition to his Cambridge University activities, Anthony is a Director of Ashridge Strategic Management Centre. His first book, Agile Marketing, was published in 2011 and he is working on a new one examining the strategy under uncertainty. He is also the Research Director for the Coca-Cola Retailing Research Councils in Europe and Asia, which are industry level bodies. He is a Trustee of the PHG Foundation, working to translate the application of biomedical science to health; and recently stepped down from the Council of the Open University, where he chaired the Development Committee, and as a Trustee of UnLtd, the Foundation for Social Ent repreneurs.