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Higham began his career in the music industry. At Epic he worked as press liaison for artists such as Michael Jackson, and Alice Cooper. He moved to the Marketing departments of Virgin and then Polydor, where he co-ordinated advertising and communications campaigns for global artists like The Rolling Stones and Meat Loaf and helped launch the careers of Verve and David Gray.
He left the industry in 2001 to pursue a career in marketing research, working with entertainment and media clients and consulting on global research project Breaking Trends. He set up Next Big Thing in 2003.
Next Big Thing predicts consumer change and locates new consumer markets across a range of industries and demographics. As well as bespoke consultancy projects, the company runs a popular consumer news website and publishes a bi-monthly magazine exploring key trends. Clients include BBC, BSkyB, Virgin Radio, Universal Music, Barclays, SAB Miller and media agencies Mindshare, Y&R and BBH.
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