Every year, the world invests more than $1 trillion into advertising and marketing. To guide that spend, businesses pour another $142 billion into market research, hunting for the insight that will guarantee success.
Yet, despite this historic level of investment, the industry is failing to deliver:
• 95% of new product launches still fail.
• Only 30% of marketers rate their own marketing as “very effective.”
• 44% of digital media spend is wasted.
Tools have never been more readily available, yet the outcomes have never been less certain. We exist to fix this broken equation.
We replace assumptions with evidence. By fusing proprietary AI with precise media storytelling, we deliver a single, science-fuelled ecosystem defined by three core solutions:
TGV brings together a global team with deep roots in human behaviour, data optimisation experts and some of the best media storytellers on the planet.
Our people blend experience with the tools and intelligence needed for brands to move fast and stay relevant.
We focus on how real people think, decide and act, supported by sharp, reactive data and a modern view of media consumption.
We make human science understandable and immediately useful. From insight to impact, we guarantee results.
A global team of scientists, strategists and creators turning human insight into predictable market impact.
Lee is the architect behind the vision. Defined by spotting value where others don’t, he built That Global View to solve the industry’s biggest problem: marketing guesswork. Formerly Marketing Director at Tesco, Lee saw that creativity without science is just noise. He created TGV to change that. By fusing deep human science with street-level media authority, Lee built a group that doesn’t just chase attention, it guarantees it. He drives the group’s high-level strategy and disruptive vision.
Andy is the “Why” behind the group. As MD of Spark Emotions, he leads the world-class team of consumer psychologists and data scientists that power the TGV ecosystem. With over 25 years experience in shopper behaviour and global research, as the Chief Research Officer at TGV, Andy ensures that every piece of content we produce is backed by rigorous, proprietary science. He turns complex human behaviour into the actionable insights that give our clients an unfair advantage.
James is the architect and creator of TGV’s proprietary data engine, ORCA247. Bringing over a decade of experience in AI, data, and high-scale system design, he applies the engineering rigor gained at Amazon, Streetbees, and Mumsnet to construct complex data ecosystems from the ground up. James drives the technical capability of the company, ensuring that TGV’s ability to deliver science-fuelled growth is powered by world-leading infrastructure.
Alex connects brands with TGV’s “Guaranteed Attention” model. With a background spanning enterprise technology and behavioural insight (Streetbees, Impact.com), he understands that today’s CMOs need proof, not promises. Alex leads the commercial strategy at TGV, helping global brands navigate the ecosystem to create the precise blend of science, creativity and distribution that wins their category.
Chaitanya ensures That Media Group stays culturally authentic and operationally bulletproof. He manages the daily execution across That Dubai Page and That Saudi Page, keeping the tone sharp and the delivery fast. He understands the rhythm of the city and leads the team that dominates the feed, ensuring we don’t just cover the culture, we define it.
Müjde has over a decade in global strategy and operations, she builds the scalable systems that allow TGV to deliver on its promise. She connects data operations, product enablement, and research delivery into one seamless engine. Müjde ensures that technology is an enabler, not a replacement, using it to amplify our human intelligence. She turns strategic intent into disciplined, high-speed execution.
