Mungo was educated in Scotland and the United States, with an MBA from the world’s leading business school (the Kellogg School at Northwestern University, Chicago). He had a number of senior roles in leading banks – including as Head of Marketing for Fred Goodwin – before setting up the company in 2002.
MDA quickly become one of the best-known consulting firms and commentators in the retail banking market, working with UK and overseas banks to develop and improve the profitability of banking operations in both established and emerging markets, and running numerous ‘masterclass’ sessions for UK and overseas banks.
One of several aspects of expertise built by MDA was depth qualitative consumer insight, with this leading to a number of major projects in the banking world. In 2011 this aspect of our business was transferred to the education sector, and has led to extensive and ongoing activity with independent and state schools, and more recently led on to depth consumer work in the university sector.
Whilst the business continues selectively to work with businesses of all types requiring rapid and profit-focused tactical improvement and the training of specialist consumer-facing skills, MDA is increasingly a specialist education sector consultancy, with a particular focus on unparalleled skill in uncovering local market pressures and buying behaviour, and in advising on the resultant commercial strategies for our clients.