Mat Morrison is a senior digital comms planner and (these days) socialmedia expert with leadership experience at a regional and global level. He has held board director roles, or been a director of his own companies, since 1999. You’d think that he’d have picked something up by now. He began his career almost 15 years ago at AKQA, going on to help set up Tribal DDB London as Commercial Manager then Head of Strategy. Before joining Porter Novelli as Global Digital Planning Director, he helped set up the digital comms planning agency RMM where (among other clients) he worked for Buckingham Palace. Mat is particularly interested in how networks of people make decisions, how we can model and measure “influence” and whether (in the final analysis) this is actually such a good idea.