Advertising: A Practitioner Perspective – Book Launch

Go behind the scenes of the advertising industry with the people who actually work in it. Join Lancaster University Management School marketing experts and co-editors Dr Mike Ryder and Mary Hargreaves for a special pre-publication launch of Advertising: A Practitioner Perspective, which will be published by Bloomsbury on 26 November 2026. This is not your typical advertising textbook. Bringing together leading advertising and marketing professionals with academic insight, the book offers a practical, experience-led journey through how advertising really works. From generating ideas and developing strategy to creative advertising, media, digital and AI, influencer marketing, brand building and measuring effectiveness. Featuring insights from professionals working with organisations including BBC, Molson Coors, Manning Gottlieb OMD, The Liberty Guild and more! Come along for a sneak preview of the book before its official release At this special launch event, Mike and Mary will be joined by contributors to the book for a lively conversation about the ideas, experiences and real-world examples behind it. Hear directly from people working at the forefront of advertising and marketing and discover what it takes to build a career in this fast-changing industry. The conversation will explore how advertising has evolved, how ideas are developed and brought to life, how brands connect with audiences, and the changing role of digital, AI, social media and influencers. The book takes you on a journey from the history and context of advertising through ideas and strategy, media and digital, brand building and effectiveness, finishing with practical advice on building a career in marketing communications. Meet the authors and contributors The book brings together a remarkable network of Lancaster University talent, leading advertising and marketing professionals and academic expertise, with contributors working across some of the industry's best-known brands and agencies. • Dr Mike Ryder – Lancaster University Management School | Editor and author • Mary Hargreaves – Lancaster University Management School (retired) | Editor and author • Rory Sutherland – Vice Chairman, Ogilvy UK | Foreword • Patrick Robertson – Former Marketing Director, Department of National Savings (retired) • Ellie Tytler – Brand Manager, Ocado Retail | Lancaster alumna • Jack Daniel – Transformation Director, Molson Coors | LUMS Marketer in Residence and Lancaster alumnus • Aimée Luther – Managing Director, The Liberty Guild | Lancaster alumna • Darren Savage – Group Strategy Director, Monks | LUMS Marketer in Residence and Lancaster alumnus • Sam Chapman – Planning Director, Octagon UK | Lancaster alumnus • Noel Sharman – Freelance Creative Director and Copywriter • David Bratt – Managing Director, Manning Gottlieb OMD | Lancaster alumnus • Alex Skitt – Head of Strategy, OMD Australia | Lancaster alumnus • Liz Formoso – Portfolio Digital Manager, Molson Coors | Lancaster alumna • Dr Hayley Cocker – Lancaster University Management School | Lancaster alumna • Josie Hull – Founder & Consultant at By Josie | Lancaster alumna • Mae Reddaway – Managing Director, SEEN Connects | Lancaster alumna • Simon Jamieson – Managing Director, The Marketing Lounge Partnership | LUMS Marketer in Residence and Lancaster alumnus • Eiler Fagraklett – Marketing Manager, Poul Hansen | LUMS Marketer in Residence and Lancaster alumnus • Jane Callingham – Director, BBC Brand and Brand Marketing | Lancaster alumna • Lee Francis – Lancaster University Management School | Lancaster alumnus • Vicky Metcalfe – Careers Professional | Lancaster alumna Together, the contributors bring experience spanning advertising agencies, global brands, media, strategy, creative, digital, AI, influencer marketing, brand building and careers in marketing communications, offering a unique perspective on the industry and the different career paths within it. The book features a foreword by Rory Sutherland, Vice Chairman of Ogilvy UK, one of the advertising industry's most recognised voices. Who should attend? This event is for anyone interested in advertising, marketing, communications and the creative industries, including: • Students interested in advertising, marketing and creative careers • Academics interested in advertising and the relationship between theory and practice • Lancaster alumni working in advertising, marketing and related fields • Business and industry professionals looking to understand how the advertising landscape is changing • Anyone simply interested in how advertising works and where the industry is heading Whether you're considering a career in advertising, already working in the industry or interested in the changing relationship between advertising, technology, culture and consumers, this is an opportunity to hear directly from those working in the field. Join us The main conversation will be followed by drinks and informal networking, providing an opportunity to meet the authors and contributors, ask questions and connect with students, academics, alumni and advertising and marketing professionals. Thursday 19 November 2026 Lancaster University Management School OR Online via TEAMS 4.00pm – 6.00pm You can pre-order Advertising: A Practitioner Perspective directly from Bloomsbury, or from any good book shop.