Sarah Wood kindly participated in JOBCM academic and industry collaboration co-faciliated by BOBCM’s curator Justin Kirby. She is Co-CEO and Co-founder, Unruly (recently acquired by News Corp), and Associate Lecturer and Course Convenor at University of Cambridge – UK:
Why is it important in this area to have more exchange and collaboration between academics and practitioners?
Closer collaboration between rigorous academic research and practitioners operating in the field and at the cutting edge of the discipline is not just desirable, it’s a prerequisite to making thoughtful decisions in the context of a volatile marketing environment where disruption is the new normal.
As the CEO of an ad tech company who is also an associate lecturer in screen cultures at the University of Cambridge, I have experienced first-hand the benefits that come from closer relationships between academia and industry. Likewise, collaborating with Karen Nelson Field on her research into the science of sharing and co-founding Tech City’s first pop-university with Caroline Wiertz of Cass Business School has enabled Unruly to appreciate the powerful combination of academic study and real world marketing data.