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 and will bring together leading academics and organisations to work on these issues.

  • The initiative will be a conduit for leading organisations to inform, contribute to, and impact Oxford Saïd’s marketing curriculum so that future and current business leaders are can be better-informed and future-ready marketers and executives.
  • The initiative’s faculty will conduct research with the support (e.g. data, resources) of the industry partners. The research will be grounded in real-world issues of relevance to marketing practice. Moreover, it will generate actionable insights that partners can use to drive changes that give rise to measurable business impacts.
  • The initiative is about the future of marketing, not the past, so our collective thinking should always keep the future in mind.


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 role of marketing, meaningfulness, and purpose
  • Future role of creative in marketing 


Our industry partners

  • Allianz Insurance plc
  • Facebook
  • General Assembly
  • Kantar Group
  • L’Oréal
  • Nucleus Marketing Solutions
  • PwC
  • Teradata​

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



Study shows social media advertising can lift brand awareness.

New research released by Oxford Saїd and Kantar Millward Brown reveals that social media advertising can be a highly effective channel for driving long-term brand impact, and the most successful brands will be the ones who appear most ‘human’. The study, conducted as part of Kantar’s involvement in the Oxford Future of Marketing Initiative with Saïd Business School, revealed that social media advertising is a good way to create long-term brand impact, boosting metrics such as brand awareness and association.

Read more about this research.

Hear from the Industry partners

Industry partners


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.