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Nation branding & diplomacy expert

Simon Anholt

Transform national reputation with Simon Anholt, speaker on nation branding and public diplomacy. Simon works with governments to improve international standing through ethical engagement, delivering data-driven insights recognised by the UN and Nobel Colloquia Prize.

Trusted by Toscana Promozione, United Nations, Finnish Tourist Board, IDP Education Ltd AU, Brazilian Tourist Board

Simon Anholt, Speaker | Nation Branding Expert
Simon Anholt

Simon Anholt

London, United Kingdom

Typical fee range

£11k–25k

This is an estimated fee range for local in-person events. Location and format affect the final fee.

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London, United Kingdom

Starting from

£11k–25k

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+44 203 835 2929

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Simon Anholt's biography

At a glance

  • Pioneer of Nation and Place Branding
  • Creator of the Good Country Index
  • Former Vice Chair of Foreign Office Public Diplomacy Board
Simon Anholt is a leading voice in the field of nation branding and global image management. Over the course of a career spanning more than two decades, Simon has worked with the governments of over sixty countries, cities, and regions, helping them improve their international standing through ethical and strategic engagement. His expertise in public diplomacy and soft power has earned him a reputation for challenging assumptions and fostering innovative thinking at the highest levels of statecraft. Simon first coined the term “nation brand” in the late 1990s, sparking a new way of thinking about how countries present themselves to the world. This work later developed into the Anholt Nation Brands Index, a rigorous research framework that has gathered over a billion data points and is used by policymakers, scholars, and international organisations. He is also the creator of the Good Country Index, which ranks nations based on their actual contributions to global well-being rather than perception alone. His policy advice is rooted in data, yet guided by a strong ethical framework. Simon has served as Vice-Chair of the UK Foreign Office’s Public Diplomacy Board and has published six books exploring the intersection of national identity, image, and international relations. His work has been recognised with numerous accolades, including the Nobels Colloquia Prize for his contributions to economic development and international relations. Simon’s TED talk on global responsibility remains the most viewed in the governance category, and his writing and research continue to influence thinking at the highest levels, from the United Nations to national governments. He brings not only insight, but a proven ability to shift perspectives and spark meaningful dialogue.

Simon's showreel and videos

Why we recommend booking Simon

Unlock global potential with Simon Anholt, leading authority on nation branding and founder of the Good Country Index. His insights drive economic and cultural engagement, assisting teams in addressing contemporary challenges. Book now to enhance your strategy and impact.

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Trusted by Toscana Promozione, United Nations, Finnish Tourist Board, IDP Education Ltd AU, Brazilian Tourist Board

Testimonials

Professor Anholt was selected for this task by virtue of his experience and reputation as the leading expert worldwide and consultant on the ‘nation brand’ concept. The deeply collaborative process by which these important results were achieved was found by all participants to be intellectually stimulating as well as useful and enjoyable. I have no hesitation in recommending his programme to other governments that are interested in going beyond communications campaigns, and exploring more deeply how they can increase their nation’s standing in the world.

Deputy Ministry of Foreign Affairs, Republic of Kazakhstan

Simon Anholt was engaged to deliver a Commissioned Masterclass in Sofia, Bulgaria. The event was a resounding success; indeed, several of the ministers who attended the day continue to quote Mr Anholt’s words in media interviews, and some of his concepts appear to have become a permanent part of the political discourse in Bulgaria. We are confident that Simon Anholt’s Masterclass has definitively placed the ‘Branding Bulgaria’ conversation on a much higher plane than before, and several of the business leaders present at the event have expressed their relief that, as a result of the Masterclass, government is now discussing the critical issue of Bulgaria’s international image in a responsible, profound, methodical and informed way, and there is now far less danger of the discussion descending into ‘logos and slogans’ or confusion with tourism campaigns. It is a rare privilege to encounter an expert who presents truly world-class expertise in such an engaging, effective and memorable way. For once, the term ‘Masterclass’ is not an exaggeration: Anholt is truly a master of his subject.

Director, Economedia Publishing

Let me express, on behalf of the entire team, our sincere admiration and repect for your skills, experience and intellectual input, combined pleasantly with your relaxed and occassionally hilarious approach. Great work!

Director General, Finnish Tourist Board

Featured Projects

Simon Anholt - The Good Country Equation: How We Can Repair The World In One Generation book cover
Simon Anholt - Competitive Identity: The New Brand Management For Nations, Cities And Regions book cover
Simon Anholt - Places: Identity, Image And Reputation book cover

frequently asked questions

Something we've not covered here?

How do I book Simon Anholt for my next event?
Email simon.anholt@getapeptalk.com or call PepTalk on +44 20 3835 2929 (UK) or +1 737 888 5112 (US), and one of our speaker agents will contact you within hours to confirm Simon's availability and fees. If you can, please include your budget upfront – it helps us fast-track your request. It’s also helpful to know the date, format (virtual or in-person), location, and a bit about your audience.

What is Simon Anholt's speaking style like?
Simon Anholt structures his sessions around data frameworks he has built, drawing on findings from the Anholt Nation Brands Index — a research instrument that has accumulated over a billion data points — to examine how countries are perceived internationally and why those perceptions diverge from reality.

What topics does Simon Anholt specialise in?
Simon Anholt speaks on nation branding, public diplomacy, soft power, the Good Country Index, and how countries can improve their international standing through ethical and strategic engagement. He coined the term "nation brand" in the late 1990s and created both the Anholt Nation Brands Index, which has gathered over a billion data points, and the Good Country Index, which ranks nations by their contributions to global well-being.

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There is no additional cost to you beyond the speaker's fee. PepTalk's service, from shortlist to on-the-day logistics, is included. For repeat or multi-event bookings, the team can agree preferential rates with your procurement department. Email hello@getapeptalk.com to discuss.

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I need a last-minute speaker. Can PepTalk help?

Yes. PepTalk regularly handles last-minute requests and can secure or replace a speaker, host, or comedian quickly, often within days. Availability narrows as the date nears, so get in touch as early as you can. Email hello@getapeptalk.com with your requirements.

How much does it cost to book a speaker through PepTalk?

Speaker fees vary by profile, format, and location. In the UK and Europe, virtual keynotes typically start around GBP 2,000, with top in-person speakers reaching GBP 25,000+; in the US, fees run from about USD 5,000 to USD 100,000+. Share your budget at getapeptalk.com and we'll shortlist to fit.

Can I book a speaker who isn't listed on the PepTalk website?

Yes. If a speaker isn't listed, tell PepTalk their name and the team will approach them for you. The network extends well beyond the public roster, and PepTalk regularly books speakers who don't appear on the site. Email hello@getapeptalk.com with the name.

How quickly will I get a speaker shortlist?

You'll receive a hand-picked shortlist within 24 hours of sharing your brief. Each suggestion comes with profiles, fees, and PepTalk's recommendation on the strongest fit. If you need options sooner for an urgent event, say so and the team will move faster. Start at getapeptalk.com.

What happens if I need to cancel or reschedule a booking?

Most bookings can be rescheduled with reasonable notice. Cancellation terms vary by speaker and are set out clearly in the contract before you confirm, so there are no surprises. PepTalk's team supports you through any change. Contact hello@getapeptalk.com as soon as plans shift.

Can PepTalk help plan the speaker programme for my event?

Yes. Beyond booking a single speaker, PepTalk helps shape a full programme, matching voices to your agenda, audience, and goals across a day or a series. It is a consultative service, not just a booking. Tell us about your event at getapeptalk.com.

What does 'typical fee range' mean?

Speaker fees vary based on factors like event location, format, and availability. The 'typical fee range' figure gives you a baseline of someone's local, in-person rate sits, and we'll confirm the exact fee when you get in touch.

What logistics should I prepare before my speakers arrive?

Before your speakers arrive, confirm AV is tested, a green room is ready, and printed schedules are on hand. Prepare warm introductions for each speaker and brief your team on timings. PepTalk speakers come fully briefed, making event-day logistics smoother and stress-free from the start.

What's the difference between a keynote speaker, an MC, and event entertainment?

A keynote speaker delivers an inspiring or informative talk. An MC hosts and guides the event, keeping things on track. Entertainment — like a band or comedian — creates atmosphere and fun. Each serves a different purpose, and PepTalk can help you book the right talent for all three.

What happens if I need to cancel or reschedule a speaker booking?

Life happens! Most speaker bookings can be rescheduled with reasonable notice. Cancellation terms vary by speaker, but PepTalk handles all the details & contracts transparently upfront so there are no surprises. Our team supports you through any changes, making the process as smooth as possible.

Have all the speakers on the website previously worked with PepTalk?

Not necessarily. While the speakers listed on our website may not have worked with PepTalk in the past, they are recognized professionals in the industry and known to engage in similar events and engagements. Alongside direct talent, we work with a wide variety of speaker agents and talent agencies, to ensure we have the best selection of speakers, hosts, comedians and entertainers available.

What information do I need to provide when booking a comedian?

When booking a comedian, share your event format, audience size and demographics, any sensitive topics to avoid, and the tone you're after. PepTalk makes this easy — their booking process guides you through a simple checklist so nothing gets missed and your comedian is perfectly matched to your crowd.

What information do I need to provide when booking a speaker?

When booking a speaker, you'll need your event date, audience details, format, key objectives, and budget. Having these ready makes the process smooth and straightforward. PepTalk's team uses this information to match you with the perfect speaker quickly and efficiently.

Can I book entertainment and speakers as a package?

Yes! At PepTalk, you can absolutely bundle entertainment and speakers into one seamless package. It's a great way to create a fuller event experience while enjoying simplified booking and better value. Our team handles everything together, making the process effortless for you.

Can I request autographs, personal greetings, signed merchandise, or fan mail from the speakers?

Sorry, we do not accept requests for autographs, signed merchandise, fan mail, or any non-commercial contact with the speakers, comedians or entertainers.

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If you notice something that needs attention or have any queries regarding an expert speaker profile, please email us at experts@getapeptalk.com, and we’ll be happy to assist.

How far in advance should I book a motivational speaker?

Book a motivational speaker at least 3–6 months in advance, especially for popular speakers or large events. Top speakers get booked quickly, so earlier is always better. For major conferences or peak seasons, booking 12 months ahead ensures you secure your first choice.

Can I book a speaker for a virtual or hybrid event?

Yes. Most PepTalk speakers deliver virtual and hybrid sessions with live Q&A, and virtual keynotes usually cost less than in-person because there is no travel. Tell us your platform and format and we'll match speakers experienced in online delivery. Start at getapeptalk.com.

How do I brief an insights speaker on my organisation's strategic context?

Share your organisation's top 3 strategic priorities, current challenges, and the audience's role in delivering them. A simple one-page brief works perfectly. PepTalk speakers use this context to tailor insights that feel genuinely relevant — making your event far more impactful.

Can event entertainers customise their act for my company or industry?

Yes! Most event entertainers are happy to tailor their act to your brand, industry, or theme. From weaving in company jokes to incorporating your branding into their performance, personalisation makes all the difference. PepTalk's entertainers specialise in bespoke experiences that feel made just for your audience.