John McGarr is the President at Fresh Squeezed Ideas, an award-winning insight to strategy to execution marketing consulting agency based in Toronto and Chicago. The firm uses applied anthropology and behavioral science to create a values-based brand purpose that becomes the heart of engineering breakout brand performance. John is a marketing veteran with over 25 years of experience in branding, marketing management and consulting, and consumer behavior. Prior to co-founding Fresh Squeezed Ideas, John has worked at AC Nielsen, Kraft Foods, Mike’s Hard Lemonade and A.G. Hair Cosmetics, amassing rich and varied experience in marketing and developing a sophisticated understanding of how important cultural context is to the success or failure of marketing and branding. He is driven by a conviction that marketers have the opportunity to help customers live their most meaningful lives. He recently wrote his first book entitled “Reincarnation: The Death and Rebirth of Marketing”, now available on Amazon and in print.