On 16th February 2021, Emma Hooper spoke to our BA Marketing and Business Management (Marketing) students. Emma is a marketing and communications consultant with over 8 years in-house and agency experience working with global retail, fashion, beauty, entertainment, hospitality, lifestyle brands and personalities such as Bibi Van Der Velden, La Perla and Conde Nast. The interactive and informative lecture focused on the importance of thinking about the audience for creating an effective content marketing campaign. Emma explained how the audience consumes and engages with a brand, and in some cases, how they could even inspire the content of the campaign itself. Through some very detailed case studies, she elaborated on the importance of putting the consumer at the centre of the marketing strategy, understanding their needs and involving them to design some excellent creative solutions for companies like La Perla, JW Anderson, Style.com and Bibi Van Der Velden. The lecture was organised by Ms. Kanaka Raghavan, and was well attended by marketing faculty and students from all the three years.