Full Bio

Born in Albania to Swedish, French and Swiss parents, Liri spent her formative years living in Sweden, before uprooting to complete her undergraduate education in Ireland – along with a year abroad in Spain – graduating in 1994 with a degree in Economics.

She subsequently moved to Brussels to set up Research International World Service (RIWS), the international arm of the largest ad hoc research firm in the world, and part of the WPP group. At RIWS she managed major international projects for blue chip companies such as Levi Strauss, 3M and AT&T, in a role that was fast-paced, highly-pressured, and deadline-driven. Together with the MD Liri grew the business from three employees to 20 and 200 freelancers, in less than 15 months, and won some of the largest accounts for the RI group.

In 1998, Liri decided to leverage her analytical business skills and client success by joining Cisco Systems in the Netherlands, and San Francisco, to run global projects relating to Internet business solutions for key strategic accounts such as BT, France Telecom and Telia. In her time at Cisco, Liri achieved efficiencies in the area of business process and communications, in addition to operational savings, for both Cisco and its clients. A top 5 percentile performer within Cisco globally, Liri was eventually put in charge of defining and executing the entire business strategy for the organisation’s Strategic Business Solutions Group world wide.

A return to Brussels in 2001 saw Liri graduate with an MBA specialising in Strategy and Management, whereupon she relocated to France to spend a year at INSEAD as part of her MBA, conducting research in the field of innovation, Organisational Behaviour, strategy and technology management.

Crossing the channel Liri subsequently joined a WPP and Cisco alliance, Screen Speak, as its Alliance Director. The venture focused on gathering experience and expertise on in-store advertising and communication. This role exploited Liri’s relationship-building strengths, as well as her innate creativity – not only did she secure increased sales for brands such as Dixons, Duracell and Dulux, she also drove the creative strategy and execution for in-store pilots in addition to related research projects. A talented speaker she also represented WPP at many industry events.

Liri subsequently spent time in MindShare, WPP’s main media company, working with the CEO to define the direction for the organisation’s retail value proposition. After MindShareshe brought her unique blend of international business savvy and creative instinct to Ogilvy, where they found that a traditional title could not contain her. Hence, as the ‘Director of Creativity in Business & vice versa’, Liri was given the remit to build bridges between business and creative through change management, and the integration of emerging media in communications solutions. Defined as a “renaissance employee”, Liri also served as an in-house educator, writing and delivering training to senior account management with the aim of making them more knowledgeable about the macro business and communication picture beyond the traditional advertising world.

It is Liri’s passion for people and understanding what drives their behaviour that led her to Foviance where she worked with clients such as Yahoo!, Marketing Week, British Gas on projects related to branding and customer experience.

To allow clients to capitalise on her experience Liri has joined forces with Jonathan Macdonald and founded this fluid world, an agency that works with organisations looking to forge ahead in the new economy by helping them navigate a confusing communications world, and achieve business and commercial success, today and tomorrow.

Nine countries and four fluent languages later, Liri remains in London. As a catalyst for change and improvement, and a trend advisor and future proofer, Liri is constantly looking for organisations with whom to cooperate with in her search of business and communications excellence fitting to the ‘21st century’.

this fluid worldlinkedin: http://www.linkedin.com/in/liriandersson
e-mail: me@liriandersson.com

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