I am an Associate Professor at Kingston University, also fulfilling the role of Associate Head of the Department of Strategy, Marketing and Innovation in the Kingston Business School. My former industry background is in advertising and media planning at J Walter Thompson, where I worked for several years prior to joining Kingston Business School. I gained Senior Fellow recognition of the Higher Education Academy, for my teaching and curriculum development in marketing, market research, marketing communications and advertising to undergraduate and postgraduate students. My current research interests within higher education include an investigation into enhancing the dissertation experience for masters' dissertation students and the development of strategic industry partnerships in marketing communications and advertising pedagogy. My specialist subject research interests include marketing communications and more specifically advertising and media planning. Currently, my research work in this area focuses on the study of multiple media use and advertising avoidance. I am a member of the Consumer Research Unit at Kingston Business School which is currently investigating multi-channel grocery shopping. Also I Co-chair the Marketing Communications Special Interest Group (SIG) for the Academy of Marketing.