Amanda Higgins
Media Director | International Advertising and Marketing Professional
Relationship to Tony: Interview collaborator and industry colleague who worked with Tony Torres across five interview sessions examining Dark Marketing, advertising, consumer behaviour, culture, politics, branding, and marketing strategy.
Worked Together On: Long-form media interviews, Dark Marketing, advertising and marketing strategy, consumer behaviour, storytelling, persuasion, international brand communication, cultural analysis, and industry commentary.
Professional Background: Amanda Higgins is a Media Director with the International Advertising and Marketing Alliance whose career has included work across both the United Kingdom and the United States. Her perspective on Tony Torres comes from an extended interview collaboration spanning five sessions, giving her the opportunity to evaluate his preparation, subject-matter knowledge, communication style, storytelling, audience awareness, and ability to discuss complex marketing and cultural ideas across an international context.
Amanda Higgins on Tony Torres
When the International Advertising and Marketing Alliance decided to interview the mind behind Dark Marketing, I was eager to discover whether the man behind the book would be as compelling as the ideas within it. After five interview sessions spanning multiple dates and locations, I can confidently say he exceeded every expectation.
My first impression of Tony was that he isn’t afraid to say what everyone else is thinking, even if it risks ruffling a few feathers. That level of honesty is increasingly rare in marketing and advertising. He doesn’t rely on polished corporate talking points or the sort of American HR language that has become commonplace throughout our industry. Reading Dark Marketing was a breath of fresh air. Speaking with Tony was even more refreshing.
What surprised me most was just how exceptionally prepared and collaborative he was. Every answer was so thoughtful and complete that it naturally led to three more questions. Not because he was being evasive, but because he brought such depth of knowledge, historical context, and strategic perspective to every conversation. What we initially expected to be a single interview quickly became five sessions because there was simply too much worthwhile material to leave behind. In fact, I may have to publish the interview as a series rather than a single article.
As someone who has spent my career working across both the United Kingdom and the United States, I found it particularly interesting how well Tony’s observations travel across the pond. Rather than challenging my assumptions, he confirmed many of my long-held suspicions about brands, politics, advertising, and consumer behaviour. His work resonates internationally because the patterns he identifies aren’t uniquely American. They’re fundamentally human.
Tony is also a quintessential example of American charm. He has the sort of effortless movie-star charisma that immediately puts people at ease. In fact, he reminds me of Tom Cruise at his best. Not because they’re alike professionally, but because they share that rare ability to connect with people from every walk of life. Whether he’s speaking with a room full of executives, sitting down with journalists, or chatting one-on-one over coffee, everyone walks away feeling heard. It’s a remarkable quality, and one that makes him an exceptional interview guest and collaborator.
That warmth is matched by genuine substance. Tony is an outstanding storyteller who makes difficult concepts accessible without oversimplifying them. He creates conversations instead of delivering rehearsed answers, listens just as carefully as he speaks, and has a remarkable ability to acknowledge the elephants in the room that so many others prefer to ignore. Every discussion felt natural, intellectually engaging, and genuinely enjoyable.
There’s a reason many people refer to him as your favourite consultant’s favourite consultant. He stands apart from the pack through his originality, intellectual honesty, and complete lack of ego. He’s focused on solving problems, sharing ideas, and helping people think differently. If I had to describe him in one sentence, I’d call him a cheerful mercenary. He arrives, tackles difficult challenges with enthusiasm and precision, and leaves the work better than he found it without seeking recognition or applause.
I would enthusiastically recommend Tony to brands, advertising agencies, media organisations, conference organisers, executive leadership teams, and anyone looking for an insightful interview guest or strategic marketing partner. If you’re looking for someone who will give you the honest truth in a digestible and genuinely delightful way, Tony is exactly the person you should call. I would welcome the opportunity to collaborate with him again without hesitation.