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 nine 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. 

Projects from 'BE good' can be seen on Instagram @begoodfalmouth.

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 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) at Falmouth since September 2014. Lucy also teaches on Creative Advertising MA and Marketing Communications BA(Hons). 

External Links

Lucy Cokes profile picture

Contact details

Telephone 01326 259153



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

Awarded Fellowship status of Advanced HE (previously the HEA).


Young Business Person of the Year. Cornwall Business Awards


Best Use of Technology & Entrepreneur of the Year Hub young persons' business network & Cornwall Chamber of Commerce and Industry (CCCI) business awards


Ranked 6th in Top 50 Deloitte 2005 Technology Fast 50 Awards

Research Interests

Research interests and expertise

Using behavioural science techniques to make changes to human behaviour for the good of the environment.

Research Topics

  • Advertising
  • Behavioural Economics
  • Behavioural Science
  • Environmental Communication


Areas of teaching

  • Behaviour Change for Good
  • Consumer Behaviour
  • Final Year Project

Courses taught

  • Creative Advertising BA (Hons)
  • Marketing Communications BA(Hons)
  • Creative Advertising MA

Professional Engagement

Social, community and cultural engagement

Hosted Create Debate Creative Advertising Workshops for local secondary schools:

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

Certificate in Behavioural Economics