This is a profile image of Adam Bird

Adam Bird

Senior PartnerMunich

Adam Bird

Senior PartnerMunich

Leads McKinsey’s work in consumer tech and media globally; brings deep expertise in advising clients in media, consumer technology, and entertainment

Adam is the global Leader of McKinsey’s work in consumer tech and media. In this role, he counsels clients and investors in the world’s most disruptive and disrupted companies on their most critical business issues.

Adam’s client service in Europe, the United States, and Asia has encompassed most major media, entertainment, and consumer technology segments, including D2C (direct to consumer) services, connectivity, broadcasting, consumer publishing, marketplaces, gaming, e-commerce, advertising, filmed entertainment, music, and sports. He often speaks at conferences and has been cited in many leading publications, including The Economist, The New York Times, The Wall Street Journal, Financial Times, and BusinessWeek.

In his work outside of McKinsey, Adam is a Leader (formerly Young Global Leader) with the World Economic Forum, a trustee of the Paley Center for Media, and a trustee of Wesleyan University.

Prior to joining McKinsey, Adam was with Booz Allen Hamilton, where he was a senior partner, the managing director of the global consumer and media practices, and a member of the board of directors. He is one of few people to be elected directly as a McKinsey senior partner.

Adam has an honors degree from Wesleyan University. He moved to Europe over two decades ago to co-found an advisory firm (since sold to Cap Gemini).

Published work

When the content consumer is king,” McKinsey & Company, May 2019

Shaping the future implications of digital media for society: Valuing personal data and rebuilding trust, World Economic Forum, January 2017 

Past experience

Booz Allen Hamilton
Senior Partner 


Wesleyan University
BA, economics, history, government, and philosophy