Proud to be agents of change.

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Gregg Archibald

  • 30 years’ experience on the brand and supplier side

  • Understand the needs of brands, and capabilities of suppliers

  • Focused on navigating the waves of change in the field

Gregg has spent most of his career helping Fortune 500 companies and advertising agencies deepen their knowledge of consumer trends and insights and using that knowledge to drive profit and growth.

As Managing Partner of Gen2 Advisors he has dedicated his expertise and experience to fostering robust growth and healthy bottom lines in the research industry itself. After more than 20 years of experience with companies like AT&T, Capital One, Marriott, and GE Financial, the excitement and enthusiasm for insights is still there.

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Leonard Murphy

  • Almost 20 years’ experience in the insights space, mostly in the C-suite

  • Widely considered one of the most influential people in market research and the preeminent thought leader on the future of the industry.

In his career he has founded nine companies and played a leading role in guiding many more as part of the executive team.

He is an advisor to 17 companies (many of them start-ups), a Board member of several Academic and NGO organizations, a consultant to many brands and supplier organizations, a facilitator of partnerships and investments and a sought-after speaker globally. The GreenBook Blog which he is editor of is the most read industry blog in the world and the event series he produces, IIeX, has grown to become one of the top 5 industry events in the world. The GRIT report is the most-read and cited strategic planning report in the insights space.

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Advisory Network

Gen2 Advisors maintains a formal and informal network of advisors with specialties in different aspects of the insights function.  This includes brand side clients, sales and marketing experts, statisticians, advertising experts, among others.