The First Marketing Director, EasyJet
Tony Anderson is best known as the first marketing director of easyJet, the UK’s largest and best known airline. He was as a key member of the start-up team that planned and launched easyJet in 1995 when it became the first carrier in the world to sell 100% direct to the public. Initially operating two leased aircraft flying between London and Scotland, easyJet today flies over 81 million passengers a year on more than 820 routes.
Tony Anderson later became a director of the easyGroup where he launched new businesses in a range of different industries under the easy brand. He has held management positions in other travel related companies including British Airways, Thomas Cook and Tui.
Today Tony Anderson is a well known conference speaker and business commentator on themes including industry disruption, challenger brands and airline marketing.
Tony is also (guest) lecturer in marketing at Cambridge Judge Business School (2012-2016), Imperial College and University College London.
He is the author of easyLand, the inside story of the easyJet start-up.
easyLand - How easyJet Conquered Europe
In the summer of 1995 a start-up company led by the son of a Greek shipping tycoon, took up residence in an orange painted tin shack next to the runway at Luton airport. Initially dismissed by British Airways as a peanut airline , easyJet became one of the most successful start-ups in UK corporate history and a household name. Now fully revised and updated, this book is the definitive insider account of the rise of easyJet. Laced with first-hand anecdotes, the lessons of this engaging, entertaining and informative tale are as relevant today as they were when generation easyJet was conceived.