Martin Pazzani is a seasoned global executive with decades of brand building experience in the consumer goods and services sectors. In addition to working for companies such as Bally Total Fitness and DDB Worldwide, he spent 12 years at Heublein, where he rose from an entry-level position to the top marketing job at the company at age 34. But perhaps a more pertinent fact for this article is that he spent seven years at Foote, Cone and Belding where he led the advertising agency's global strategic marketing consulting group: The Chess Team. The Chess Team was a division dedicated to "studying the enemy" for big brands like Kraft, Samsung, Postal Service and American Express among others, which then prepared strategies on how to beat them.