Saїd Business School and Twitter have joined forces to address the changing needs of contemporary marketers and business leaders.
The Oxford Future of Marketing Initiative (FOMI) is a unique approach that brings together the brightest academic minds from Oxford Saïd with high-level industry partners representing major brands, agencies, technology companies and industry bodies. This partnership is underpinned by a collective mission to inform and shape the future of marketing thought and practice, and the crucial role that marketing plays in forward-looking, growth-oriented businesses. Through academic-industry collaboration, FOMI provides relevant, rigorous, and evidence-based perspectives on matters of importance for marketing and business leaders.
Twitter is the latest industry partner to join the initiative. The new partnership will enable FOMI to continue exploring key questions around the effectiveness of social media marketing, and to address the power of Twitter as a platform for connecting consumers and brands.
Andrew Stephen, L’Oréal Professor of Marketing, Associate Dean of Research, and Director of FOMI commented: ‘We’re absolutely delighted that Twitter has joined the Oxford Future of Marketing Initiative and are grateful for their support of our research and education mission. We look forward to collaborating with Twitter on new research that will address crucial questions about social media advertising.’
Sara Picazo, Head of Ad Research at Twitter UK said: ‘Twitter is where the world comes to discover and talk about what’s happening and where brands can connect with their audiences when they are most receptive. Through this partnership with the Oxford Future of Marketing Initiative, we will build on the award-winning research we have previously published in this area to deepen the understanding of the advertising industry as a whole.’
The announcement marks the third anniversary of the initiative.