Tyson McKeown

Inspirer
DISC Type : di

Chief Executive Officer at Traction (formerly Proquo AI)

United Kingdom

Overview

Tyson McKeown is the Co-owner and CEO of Traction, a company focused on translating brand sentiment into sales by understanding the emotional drivers of customers. His career includes managing large-scale global IT integration for WPP and directing regional projects for Kantar. He holds a BA Hons CIS from the University of Brighton.

He champions the idea that research should fuel momentum, not just rationalize past decisions. Tyson believes brand tracking should function as a real-time "operating system for decisions, " cutting through data noise to provide emotional clarity that leads to stronger campaigns and smarter commercial outcomes.

He once managed the interface for what was the largest IT outsourcing deal in history, liaising with C-level executives across Africa, the Mediterranean, and the Middle East.

Personality Overview

Achievment Oriented

Charming & Persuasive

Decisive

They measure a product on its merit but can be influenced by strong testimonials.  They respond well to objective pitches but also attach some value to relationships. They don’t mind taking a stand if they believe in something.

Topics They Care About

Emotional Branding
Focuses on uncovering the emotional, rather than logical, reasons why people connect with brands, using examples like Guinness and Heinz in his analyses.
Real-time Insights
Advocates for brand tracking that moves at the speed of business, providing immediate data to fuel momentum and inform decisions as they happen.
Marketing Effectiveness
Emphasizes the need to measure brand awareness and campaign impact against competitors to build effective and successful long-term marketing plans.

Media Appearances

Tyson has no verified media appearances

Work History

12-2024
Chief Executive Officer at Traction (formerly Proquo AI)
9-2023 - 12-2024
Chief Operating Officer at Traction (formerly Proquo AI)
10-2022 - 9-2023
Head of Operations & Talent at Traction (formerly Proquo AI)
1-2016 - 12-2018
Global IT integration - Customer Service lead for Sub-Saharan Africa, Greece, Turkey and Israel at Coretech, a WPP Company
7-2014 - 12-2015
Regional Projects Director and Head of ICT at Kantar

Education

1994 - 1997
BA Hons CIS from University of Brighton

More Information

Social Presence :

Prographics :

Exp : 18 Location : United Kingdom Job Level : Leadership Designation : Chief Executive Officer at Traction (formerly Proquo AI)
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Insights For Selling To Tyson

During A Call Or A Meeting

DO's

  • Get them to a point where they are ready to bat for your product internally
  • Clearly address the competitive aspects
  • Focus on the big picture and the strategic value of your product

DONT's

  • Avoid focusing only on the product or its ROI, keep building trust subtly
  • Don’t keep repeating the same information, it could make them impatient
  • Don’t be very informal even if they are being so themselves

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Tyson is

  • Confidence in the product’s value is critical, followed by relationship and a sense of achievement.
  • Will you ever get a clear answer from Tyson

  • They will not hesitate to say no if they do not develop conviction.

Insights For Deal Planning

    How fast (or slow) will Tyson move?

  • They can take fast decisions if they develop conviction in the product and find you trustworthy.
  • Can Tyson take some risk or not?

  • They have the capability of taking risky decisions if necessary.

You And Tyson

Personality Compatibility


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