MATTHEW WILLCOX (San Francisco Bay Area, CA) is Founder and Executive Director of the Institute of Decision Making at Draft FCB. He is also the Chief Strategy Officer of Draft FCB West, a top global advertising agency and key company within the Interpublic Group. He has more than 25 years experience in brand strategy throughout Europe, Asia and North America. Willcox has recently spoken at the Cannes Festival of Creativity (his third appearance there); at Advertising Week in New York; at the Advertising Research Foundation's conference on Big Data in Palo Alto, CA; at Most Contagious and AdTech in London; and as guest lecturer at UC Berkeley, Georgetown, and Stanford. He also runs large decision making workshops for enterprise clients such as Levi's and Del Monte.