Justin Basini

Justin Basini

ALLOW, Founder & Chief Executive Officer

Justin is author of Why Should Anyone Buy From You? the 'best book on really understanding and re-establishing the trusted business.'


Author of “Why should they buy from you? Re-creating the trusted business”  (Financial Times – Prentice Hall)

Founder & Chief Executive Officer, ALLOW

Former Vice-President, Head of Marketing & Customer Initiative Management, Capital One, Europe ( www.capitalone.co.uk


Justin Basini is author of Why Should Anyone Buy From You? (Financial Times – Prentice Hall) which has been called the “best book on really understanding and re-establishing the trusted business.” The book analyses the state of trust in society and especially business and brands, delves deeply into what trust is and then proposes a radical return to values based business. Justin explains how the hyper-connectedness and transparency of the world today means businesses and their leaders need to believe and act differently in order to command trust.

Justin will discuss “Restoring trust and reputation in Financial Services – How hyper connectedness and transparency can be turned from threat to opportunity.”

Until August 2009 Justin was the most senior marketer in Europe for Capital One, one of the global leaders in credit cards. Justin was responsible for all Capital One’s marketing both strategy and execution. His team delivered highly effective and award winning campaigns that acquired a million customers a year cost-effectively and delivered a top 3 credit card brand in the UK.

Justin was voted the Financial Services Forum Marketer of the Year in 2008 and was #1 in the Power 100 of Marketing Direct’s list of most important marketing leaders in the UK for his leadership in environmental marketing issues. Justin has written on a range of marketing, branding and channel issues, as well as lecturing at London Business School on Brand Management.

Justin also walks the talk as founder and CEO of ALLOW (www.i-allow.com) which is at the forefront of the emerging market for personal information management and permission. Since launch of the alpha of ALLOW’s platform the business has grown rapidly acquiring tens of thousands of consumers and early relationships with several big brands. Justin is also a popular marketing thinker contributing through his blogs (www.basini.com and www.conservation-economy.org ) and conferences.

Justin has also previously led the marketing and communications function of Global Banking at Deutsche Bank and he started his career with Procter & Gamble, working in the European and then Global Health and Beauty Care. Justin then moved from P&G to join Added Value, the brand and marketing consultancy (part of WPP). Entrepreneurism then called and he led the launch of the London operation of a niche Swedish brand management consultancy called Differ.  Whilst a consultant he worked with a diverse set of companies and start-ups including: Mars, egg, SEB, Telewest, Hyperion Insurance, Shell, World Online and Ericsson.

Justin has a first class Honours degree in Biochemistry with Molecular Genetics and Biotechnology from the University of Bristol. He lives with his wife and three children in London.

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