Associate Dean of Research, L’Oréal Professor of Marketing and Director of the Oxford Future of Marketing Initiative
Saïd Business School
University of Oxford
Park End Street
Andrew is one of the world’s leading academic marketing experts.
He is a leading academic voice on the technology-centric future of the marketing, media, and advertising industries. He has a particular interest in issues that lie at the intersections of marketing, consumer behaviour, and technology, and is a strong proponent of the use of data-driven, analytics-focused approaches to marketing. His research over the last decade has made significant contributions to our understandings of digital marketing and advertising, and especially how social media works for marketers and how consumers behave on social platforms. For this work, he’s been recently recognised by the American Marketing Association as one of the top marketing academics in the world, and the #1 in the UK. He’s also been featured as one of the top 40 business school professors under 40 by Poets and Quants (in 2015) and has won numerous awards for research excellence.
Andrew’s duties at Oxford Saïd include his leadership of the Schools group of marketing faculty and research staff and overseeing of the marketing curriculum across undergraduate, MBA, EMBA and executive programmes. He is also the School’s Associate Dean of Research and member of the School’s Senior Leadership Team. In addition, Andrew is the founder and director of the Oxford Future of Marketing Initiative, which is a collaborative network of academic-industry partnerships aimed at producing relevant research and practical thought leadership that shapes the future of the marketing profession.
As a prolific researcher in marketing, Andrew has published in all of the leading academic journals in marketing, as well as in professional outlets such as Harvard Business Review and MIT Sloan Management Review and top psychology journals. Currently, he is serving as Co-Editor of the International Journal of Research in Marketing and Associate Editor of the Journal of Consumer Research. He is also on the editorial boards of the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Psychology. Andrew is a frequent media contributor, blogs regularly about marketing, technology, and analytics issues on the Forbes CMO Network, and is the co-host of the popular Future Proof podcast series on the future of marketing from Kantar and Oxford Saïd.
Read his CV.
Smart phones, bad calls? The influence of consumer mobile phone use, distraction, and phone dependence on adherence to shopping plans(opens in new window)
In Mobile We Trust: The Effects of Mobile Versus Non-Mobile Reviews on Consumer Purchase Intentions(opens in new window)
When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest(opens in new window)
Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions(opens in new window)
Andrew focuses on research that is both academically rigorous and relevant to practice.
Through his leadership of the Oxford Future of Marketing Initiative, Andrew has created opportunities for himself, as well as his marketing colleagues at Oxford Saïd, to collaborate with world-leading and forward-thinking companies on research projects that address big questions and world-scale challenges in the marketing, advertising, media, and technology industries. As marketing has evolved into a heavily tech-enabled, data-driven discipline, many interesting questions arise, which Andrew and his colleagues at Oxford Saïd are attempting to tackle through impactful research and influential industry engagement.
Andrew also engages with industry by being an academic representative on a number of industry councils and initiatives, including being on General Assembly’s Marketing Standards Board, Teradata’s Advanced Analytics Advisory Council, and the Mobile Marketing Association’s Brand Safety Council. He also engages with practitioners through his leadership of a three programmes in Oxford Saïd’s open executive education portfolio: Driving Disruptive Growth, the Oxford-Melbourne Digital Marketing and Analytics Programme, and the fully online Oxford Digital Marketing: Disruptive Strategy Programme.
Andrew has extensive experience teaching marketing to a wide variety of audiences and designing programmes that prepare students for the future.
At Oxford, Andrew oversees the entire marketing curriculum. Presently, the marketing faculty offer courses to students in the undergraduate, MBA, Executive MBA, and DPhil programmes. The group also offers three open executive education programmes and contributes to many other custom and open executive programmes from time to time.
In recent years Andrew has taught:
- Marketing (MBA/EMBA core)
- Digital Transformation of Marketing, Media, and Advertising (MBA elective)
- Digital and Social Media Strategy (MBA/EMBA elective)
- Marketing Analytics (MBA elective)
- Future of Marketing (EMBA elective)
- Academic Research in Marketing (DPhil elective)