Lucy Cokes
Senior Lecturer, Creative Advertising
Lucy is a Senior Lecturer at Falmouth University, School of Communications. She has been working in higher education for the past ten years and is a Fellow of Advance HE. She leads the Behaviour Change for Good modules on the Advertising courses and started the in-house agency 'BE good' to manage the live projects. Prior to this, Lucy ran a highly successful digital marketing agency with 80 staff in the UK across three offices.
Lucy has spoken about the healthy relationships campaigns she has been working on at a domestic violence conference in October 2023. She has also published a 'hierarchy of live briefs' to express her experience of working with live briefs in such a way to promote equity and employability.
Lucy kicked off her career in 1996 when she wrote her dissertation about search engines while studying at King’s College London, at a time when Google didn't even exist. She went on to co-found Neutralize in 1999, which grew to be an extremely successful digital marketing agency. After being acquired in 2007 Neutralize re-branded as Guava, then rebranded again as NetBooster in 2012. The company delivered digital marketing services to the likes of DirectLine, Argos, Royal Bank of Scotland and Confused.com amongst others.
Having run a digital marketing agency for 14 years and headed up the marketing of the company itself, Lucy consequently went back into education in 2013 and studied for her Diploma in Professional Marketing with the Chartered Institute of Marketing. This led to an interest in teaching and Lucy has been lecturing on the Creative Advertising BA(Hons) , the Creative Advertising MA and Marketing Communications BA(Hons).
External Links
Qualifications
Qualifications
| Year | Qualification | Awarding body |
|---|---|---|
| 2018 | PGCHE | Falmouth University |
| 2014 | Professional Diploma in Marketing | Chartered Institution of Marketing |
| 1997 | BSc | King's College London |
Honors and awards
| Year | Description |
|---|---|
| 2019 | Awarded Fellowship status of Advanced HE (previously the HEA). |
| 2006 | Young Business Person of the Year. Cornwall Business Awards |
| 2005 | Best Use of Technology & Entrepreneur of the Year Hub young persons' business network & Cornwall Chamber of Commerce and Industry (CCCI) business awards |
| 2005 | Ranked 6th in Top 50 Deloitte 2005 Technology Fast 50 Awards |
Research Interests
Research interests and expertise
I am particularly interested in use of live briefs in Higher Education from a pedagogical perspective, having published articles on the topic and interviews many practitioners on their practice. I am currently publishing a podcast that is looking at how we have embedded the UN Sustainable Development Goals's in the curriculum. Using behavioural science techniques to make changes to human behaviour good.
I was commissioned along with my colleagues to carry out extensive research about our habits in relation to laundry. This is soon to be published. My role in this was to analysis current trends through the use of search data along with analysis of current social media memes on the topic.
Research topics
- Higher Education Pedagogy
- Live Briefs
- Embedding the UN Sustainable Development Goals's in the Curriculum
- Advertising
- Behavioural Economics
- Behavioural Science
- Environmental Communication
Teaching
Areas of teaching
- Behaviour Change for Good
- Consumer Behaviour
- Final Year Project
- Marketing
- Marketing Communications
Courses taught
- Creative Advertising BA (Hons)
- Marketing Communications BA(Hons)
- Creative Advertising MA
- Media Production BA(Hons)
Business Engagement
Business engagement case studies
- Ecover
- Safer Streets Cornwall
- Cornwall Council
- English Heritage
- Citizens Advice Cornwall
Consultancy and facility services
- Ecover - Laundry research
- Safer Streets Cornwall & Cornwall Council for Truro College, Cornwall College and THESU - Delivery of live campaigns around topic of Healthy Relationships
- English Heritage - Training the trainers to design and online course
- Citizens Advice Cornwall - Delivery of live campaigns to drive donations
Professional Engagement
Social, community and cultural engagement
Hosted Create Debate Creative Advertising Workshops for local secondary schools: https://www.falmouth.ac.uk/news/falmouth-hosts-debate-create-event
Engagement with professional associations and societies
Chartered Institute of Marketing. Responsible for gaining accreditation of the BA Creative Adverting, the BA Marketing Communications and the MA Marketing & Digitial Communicaitons as CIM Accredited Degrees.
Professional esteem indicators
| Year | Description |
|---|---|
| 2018 | Certificate in Behavioural Economics |
