Head of Advertising

After her boss at Young & Rubicam told her 'you're the best account handler I've ever had but go, get out of this town and explore the world', Cui left her job and moved overseas to study for an MA Media and Communications at Goldsmiths, University of London. She then won an Overseas Students Research Award scholarship to stay on to do her PhD which she successfully completed with no corrections.

In her 13 years in the UK, Cui has been focused on the intersection of academia and the creative industries: a rewarding and challenging place, she believes, between the heights of ivory-towers and the trenches of vocationally-informed teaching. Although media theory and cultural studies honed her intellectual skills, it is through teaching and great colleagues that helped her to explore new areas in design, digital media and practice-research. She has written and taught successful advertising and media courses at Goldsmiths, Winchester School of Art, London College of Communication, before moving to Falmouth in 2018. In addition, she has been invited to guest lecture at Kings College, Norwich Arts University, Central Saint Martins and Elisava School of Design.


External Links

Contact details



Year Qualification Awarding body
2003 BA Media and Communication Nanyang Technological University
2006 MA Media and Communication (Distinction) Goldsmiths, University of London
2010 PhD Media and Communication Goldsmiths, University of London
2013 Postgraduate Certificate of Academic Practice University of Southampton

Honors and awards

Year Description

Overseas Student Research Award

Research Outputs

Publications and research outputs

  • Su, Cui and Courier Holdings Ltd

    (2017), Selling feminism: 'femvertising' is a risky game., In: Courier, Courier Media, London, UK, ISSN: 2396-933
  • Chan, Angela, Willis, Peter, Georgiou, Marina, Tyhurst, Rosa, Su, Cui, Beber, Emily, Johnson, Erin, Shellenberger, Herb, Bains, Harman, Lloyd, Kathryn and Gillick, Liam

    (2017), Hitozine 2: The World's Only Hito Steyerl Fanzine
  • Su, Cui and Peart, Rob

    (2013), L/R
  • Su, Cui

    (2018), eaching Entrepreneurship: Building on the Creative Advertising experiment" In: Core Academic Training (CAT)
  • Su, Cui

    (2012), "Printed Matter or, Towards a Zineic History of Reading" In ed. Fernando, J. On Reading: Form, Fictionality, Friendship. New York: Atropos Press., In: On Reading: Form, Fictionality, Friendship. New York: Atropos Press., Atropos Press, New York, ISBN: 978-0-9853042-1-8
  • Su, Cui

    (2011), Zines, In: Print Matters, University of Southampton Library; Tate Library & Archive, University of Southampton, ISBN: 9780854329137
  • Su, Cui

    Branch, James, (2011), Print Matters: Zines, In: Print Matters, March 2011, Southampton Hartley Library
  • Su, Cui, Peart, Rob and Sunderland, James

    (2011), Future:Content, It's Nice That, London, UK, ISBN: 978-0-9564373-2-7
  • Su, Cui

    (2018), Teaching Entrepreneurship: Building on the Creative Advertising experiment, Falmouth University

Research Students

Current research students

Kelly Parker, A study of black racial stereotypes in UK prime-time television advertising.

Joskaude Pakalkaite. Development of Noise-free Digital Interfaces.


Areas of teaching

  • Final Year Project
  • Media Lab
  • Start-up

Courses taught

  • BA Creative Advertising
  • MA Creative Advertising

Business Engagement

Consultancy and facility services

I have worked with external clients who commissioned a selection of our students for creative and pitch work. 

I am also one of the founding staff members of our in-house behavioural change agency BE Good which works with external clients whose aims are good for society and the environment. Our partners include Launchpad Futures and Ogilvy UK.

Professional Engagement

Engagement with professional associations and societies

Fellow of the Higher Education Academy