Today's guest on Purse Strings is Inecke Snyder-Lourens, is Director of Professional Services at Cognifide, the WPP digital technology consultancy. She leads a team of 39 Consultants, Experience Analysts and Experience Architects, the biggest specialist team of its kind in London. Her background lies in advising large organizations in business process re-engineering, IT strategy, operating models, cost analysis and business change. She has worked with some of the world’s best-known brands, such as Ford and Unilever.