The Authors: Elliott King and Aleksandra King
People buy from people. That is the argument at the heart of Marketing Wins, so it is only right to start with the two people who wrote it: an agency founder who built and sold an award-winning digital agency, and a media personality who built her brand in front of millions. Between them, the book pairs the strategic fundamentals that never change with a clear view of the frontier where everything else does.
The Digital Marketing Expert
Elliott King
Elliott King co-founded the award-winning London agency MintTwist and sold it to FINN Partners in 2021, where he is now Managing Partner, leading clients on global digital strategy and performance.
A sought-after public speaker, Elliott has addressed leaders at the United Nations and represented the UK Government at key industry events. As a visiting lecturer at City, University of London, he delivers strategic marketing courses to thousands of students. His current focus is AI visibility: keeping brands discoverable as search turns generative.
Speaker & Consultant
The Media Voice
Aleksandra King
Aleksandra King (often searched as Alexandra King) first came to national attention on BBC's The Apprentice, where she famously walked away rather than compromise her values. She has since built a boutique consultancy and a media career defined by that same independence.
Aleksandra is the host and producer of The BEYOND Podcast, the video-first interview series whose bold conversations on resilience and success gathered more than one million views in its first year. A dynamic host and moderator, she partners with global brands including Google and the BBC to deliver live events.
Host & Speaker
Fundamentals first, frontier always
You will not find an AI chapter in Marketing Wins, and that is deliberate. AI is changing marketing's tools at remarkable speed, but it has not changed what makes marketing work: positioning, audience, channel and message. Those are the fundamentals the book's nine chapters teach, and they are what must be in place before AI can be deployed well.
The frontier is where the authors spend the rest of their working week. Through AK Agency, their AI visibility and digital PR practice, Elliott and Aleksandra help brands stay visible as discovery moves into AI assistants, and a follow-up edition covering AI is planned. Read the book for the foundation; follow the authors for what is being built on top of it.
The book behind this article
Marketing Wins
Timeless integrated-marketing fundamentals from Elliott King and Aleksandra King: nine chapters bridging traditional strategy and digital execution, grounded in honesty, because people buy from people.