About Us

Who we are
and why we care

We have been at the forefront of thought leadership and branded content for more than 20 years. We co-founded the pioneering thought leadership agency Longitude Research in 2011, which became FT Longitude when it was acquired by the Financial Times in 2022.

We set up Exhibit B in 2025 because we are passionate believers in thought leadership but are also frustrated by the dilution of the term and the diminishing quality. We wanted to ignite change and help companies create thought leadership that stays ahead of disruption and genuinely makes a difference.