No single organisation can take on the new challenges of the digital transformation of marketing on its own and no business school should conduct research and teach current and future leaders without true industry collaboration and partnership.

As such, Professor Stephen and Oxford Saïd launched the Oxford Future of Marketing Initiative. This is a unique approach which brings together the brightest academic minds with high-level industry partners representing major brands, agencies, and technology companies – the key players who are shaping (and being shaped by) the future of marketing. Together, they discuss, debate, and address the challenges and opportunities that lie ahead for marketing in our increasingly digitised, socially interactive, and technologically complex world.

Hear from the Director

Andrew Stephen


Oxford Saïd will be a global hub for research and thought leadership around issues that strike at the heart of the future of marketing, where leading academics and organisations are convened to collaboratively work on addressing these issues.

  • The initiative will be a conduit for leading organisations to inform, contribute to, and impact Oxford Saïd’s education mission and, specifically, marketing curriculum, so that current and future business leaders who come to Oxford Saïd for their education will be better-informed and future-ready marketers and executives.
  • The initiative’s faculty and research fellows will conduct research with the support (e.g. data, resources) of the industry partners. The research will be grounded in real-world issues of clear and direct relevance to marketing practice and will generate actionable insights that partners can use to drive changes that give rise to measurable business impacts.
  • For the academic and industry members of the initiative to always be thinking ahead, towards the future, and not caught up in the past. The initiative's collective thinking should always keep the future in mind and strive to identify emergent issues, marketplace phenomena, and challenges that can be discussed and studied.


Key themes

  • Future customers
  • Future marketers and business growth models
  • Future measurement and assessing the impact of marketing in an expanding multi-channel world
  • Future roles of creativity and innovation in marketing
  • Future role of marketing, meaningfulness, and purpose


Our industry partners

  • Allianz Insurance plc
  • Facebook
  • General Assembly
  • Google
  • Institute for Real Growth 
  • Kantar Group
  • L’Oréal
  • Mobile Marketing Association
  • Teradata​
  • Twitter
  • WPP

This partnership brings together high-level industry partners representing major brands, agencies, and technology companies – the key players who are shaping (and being shaped by) the future of marketing.

Meet our Industry partners

FOMI Industry partner

Annual Report

2018 was a fantastic year for the Oxford Future of Marketing Initiative, and for the Oxford Saïd marketing faculty in general.

The Oxford Future of Marketing Initiative has gone from strength to strength since its launch in November 2016, growing to nine corporate partners in just a short period. For a round-up of new partnerships, research projects, and leadership programmes, read the 2018 report.


Chief Digital Officer

Understanding Chief Digital Officers - Paradoxical protagonists of digital transformation

A new report by Oxford Saïd and General Assembly reveals contradictions and insecurity behind the newest C-suite role: the Chief Digital Officer. The findings reveal that the role is paradoxically part of the organisational ‘establishment’ while being asked to disrupt it, with a digital remit that can only be fulfilled by an organisation-wide change. View the illustrated findings or read the report in full.


Future Proof

Future Proof Podcast artwork

The marketing podcast from Saïd Business School and Kantar.

Each episode features a frank discussion with industry experts. The series aims to help brands and business leaders navigate the changing landscape of marketing and to dispel some myths and misconceptions along the way.

Listen to all the episodes, wherever you get your podcasts, or find out more as they are released.

Hear from the Industry partners

FOMI Industry partner


These webinars were given by Oxford Saïd marketing faculty and cover topics of direct interest to the Future of Marketing and the themes being explored.

The best marketing leaders drive strategy, true or false?

Andrew Stephen, L’Oréal Professor of Marketing explored some of the questions senior marketing leaders should be asking themselves, and addressed the points of most concern to our webinar audience.


Transforming our relationships with customers

Listen to Andrew Stephen, L'Oréal Professor of Marketing, as he discusses what is required to make a success of the disruptive influences which are transforming customer relationships.’


A post-digital marketing age: What will your strategy look like?

In this webinar Professor Andrew Stephen, L'Oréal Professor of Marketing, introduced the three key elements marketers must embrace in order to build their most successful strategies for the future.