Senior Lecturer in Digital Marketing

I had the pleasure of working at a senior level agency side (in roles at Saatchi & Saatchi, Publicis and Ogilvy) before starting my own company, Green Banana Marketing (helping charities like the British Council and the Fairtrade Foundation with their marketing).

I’ve also worked client side in marketing (including roles at the World Wild Fund for Nature and the Southbank Centre) and hold a position as a Board Director of the Marine Conservation Society. I am passionate about sustainability and what this means for businesses of tomorrow.

I am the Champion of The Marketing Club, a student-led society, and one of only three in all the universities in the East of England region, established in partnership with The Chartered Institute of Marketing (CIM)

I enjoy inspiring University Of Bedfordshire students about marketing, digital and the opportunities for their own careers.

I'm a classic car nut. I support Liverpool Football Club and I'm interested in nature and playing squash.

Other References

• Twitter
• Consultancy website
• LinkedIn
• YouTube
• Marine Conservation Society
• The Marketing Society
• The Marketing Club

Qualifications

• MA in Arts Management – City University

Membership of Professional Bodies

• Fellow of The Marketing Society

Teaching Expertise

I have been an Associate Lecturer at Bucks New University and taught for the last 4 years. Throughout my career I have worked with clients and teams to develop their thinking and new ideas and approaches. My areas of specialism are:

• Marketing strategy and marketing communications
• Advertising
• Brand development and reputation management
• Managing innovation and change
• Digital
• Customer services
• Partnerships
• Change management
• Sustainability and purpose based approaches, delivering ‘ESG’ (‘Environmental, social and governance’ -  the three central factors in measuring the sustainability and ethical impact of an investment in a company or business)

Research Interests

• Role of digital in driving the purpose based agenda
• Marketing as a driver of ESG (Environmental, social and governance)

External Roles

• Trustee for the Marine Conservation Society (the main UK charity protecting our seas and seashores)
• Chair of the Income, Impact and Profile Committee at the Marine Conservation Society

Previous Roles

• 2016 to 2019 Associate Lecturer, Bucks New University
• Nov 2008 to date Director, Green Banana Marketing , an ethical / purpose based marketing consultancy
• 2007 to 2008 Marketing Director, Greenvoice.com, an environmental campaigning site
• 2006 to 2007 Deputy Marketing Director, Southbank Centre
• 2003 to 2006 Head of Marketing and Comms, World Wide Fund for Nature
• 1999 to 2003 Head of Marketing and Press, Laban
• 1992 to 1998 Account Manager, Saatchi & Saatchi Advertising, Account Director, Ogilvy & Mather Advertising, Account Director, Publicis Advertising

Publications

• AI Marketing Readiness: How Do You Measure Up? [PDF] Produced by G. Robertson, University of Bedfordshire and J. Deaville, Receptional - Based on insights from a survey of 129 marketing leaders across global agencies and in-house teams, this report explores how experienced marketers are adopting artificial intelligence (AI) in their strategies.
• The AI Revolution: Are marketers ready or risking irrelevance? [PDF] Produced by Giles Robertson and Justin Deaville (MD of Receptional) - Artificial Intelligence report launched 5th December 2023
  Insights from 100 marketing leaders on how digital agencies are using artificial intelligence (AI) with future recommendations.
• "Why you need to hone your online reputation during lockdown", contribution to an article in The Telegraph, 14 July 2020
• “From Fortnite to Food; New Models of Content Marketing”, a review by Selim van Winssen of the presentation by Giles Robertson at the Centre for International Business and Marketing online research event, 4 June 2020
• “From Fenton to Orangutans - the rise and fall of viral video content", blog post for The Marketing Society, 20 November 2019
• "Bravest Charity Marketing Campaigns of 2018", blog post for The Marketing Society, December 2018
• "Perhaps Trump understands diplomacy better than we think?", blog post for The Marketing Society, October 2017
• "Some learnings with working with brands in the Global South", blog post for The Marketing Society, June 2016
• "Do blockbuster charity ads communicate their mission?", blog post for The Marketing Society, March 2014
• "How you use social media to increase your influence", blog post for The Marketing Society, October 2012
• For more of Giles Robertson's writing for The Marketing Society please click here
• Also written for Third Sector, Market Leader, Bucks Free Press, and interviewed on LBC about running a small business in the digital age

Conferences

• The AI Revolution: Are marketers ready or risking irrelevance? - Learning and Teaching Excellence Conference 13th Sept 23
• What Environmental activism is effective? In support of Stop HS2, campaigning is explored culminating in the game changer, “Ilona the lone oak”. - BMRI Annual Research Conference 18th Jan 23
• Online research event by the Centre for International Business and Marketing (CIBAM); “From Fortnite to Food; New Models of Content Marketing”, 4 June 2020
• Masterclass at RSA – ‘5 ways to inspire your audiences on Facebook’
• Led masterclass and key note speech on ‘Tips on getting a top website’ at Bucks Community Impact  Digital Journey Conference
• Delivered key note speech at Bucks Community Impact Award for best Charity story through Photography
• Key note speaker at Community Impacts conference ‘Creating innovative and long lasting
  partnerships’
• Key speaker at Microsoft and Wellington’s Day of Service to charities and led masterclass ‘Innovation and Marketing’

Contact Details

T: +44 (0)1582 489648
E: giles.robertson@beds.ac.uk