Tyson McKeown
Login to view DISC.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.
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