Who we are

The core team at ABCG are experienced board level operators, have knowledge of the challenges facing organisations today, with a proven and impressive track record of transforming customer experience. We engage with subject matter experts to ensure we deliver you the best solution to support your organisations requirements.


Mike AshtonManaging Director
Mike’s core expertise is in brand strategy, customer experience, international marketing and change management.

8 years on the board of Hilton International:

  • Senior Vice President Marketing & Brand Management
  • Led the Hilton brand to No. 1 in every major international market
  • Winner of two National Business Awards for marketing strategy

20 years in senior commercial management:

  • Procter & Gamble – 8 years in senior sales management
  • Johnson & Johnson – Head of European Marketing
  • ScotRail – Marketing & Sales Director
  • Stakis Group – Group Marketing Director
  • Regular keynote speaker at conferences in the UK, Europe and the US
  • Mike has an MBA and is a fellow of the Chartered Institute of Marketing (CIM)

Carl DaviesBusiness Development Director
Carl is a Procter & Gamble trained professional who went on to set up and run MeridianISE Consulting, an international management consultancy for over 15 years.

MeridianISE Management Consulting specialised in Sales and Marketing for large Blue Chip organisations across the globe, with 30+ consultants working from offices in London and Chicago.

Carl has spent the last 20+ years running his own businesses as a Founder/Owner/Entrepreneur and also performs a number of advisory & NED roles.

My passion is helping clients succeed; which means growing revenue and profitability. For me this involves giving customers and consumers a great service and experience so that they come back time and time again and they tell all their friends and colleagues. I have known Mike Ashton for a number of years and having P&G in our veins means we always come at issues from the Customer’s perspective. Mike’s experience and success at Hilton on Customer Experience echoed many of the challenges we faced with our clients and so we started to share our experiences and frustrations. We knew two things were essential for excellent CX; strong, aligned leadership; and behavioural change across the organisation. This resulted in us developing the Cascade™ and ThreeSixty™ programmes which we are really proud and excited to launch. In addition to my love of work I am a Lord’s Taverner and, with my charity committee, have raised over £2m for disadvantaged children in Middlesex. I have been married for 26 years and have two grown up children and a puppy


Nicky AdamsProject Manager
Nicky has over 15 years experience in Marketing & Sales, from launching new childrenswear brands into the UK’s independent retail sector to development and implementation of integrated marketing campaigns.

Nicky started her career in the Marketing Department of Debenhams co-ordinating all fashion related events both in-store and externally. From there she moved on to spend 10 years in the agency world working across a broad spectrum of B2B and b2C clients on big brand names such as BBC, Visa International, American Airlines, J&B, Pepsi, Lavazza and Mothercare to name a few.

She feels that the key to sales and marketing is ‘building relationships and trust’ which starts by listening and understanding what the customer needs and wants.

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