WPP experts taught a module on Communications for Public Policy to students at the Blavatnik School of Government, University of Oxford. Students on the Masters in Public Policy course learnt to use marketing techniques to change citizen behaviour.
The module included lectures by WPP experts and a ‘live challenge’ in which students worked in teams to respond to a real-world brief. They covered behaviour change theories and examples of WPP’s practice around the world, from sanitation to anti-smoking campaigns. WPP faculty was Pete Buckley (Strategy Director, MEC UK), Dr. Michelle Harrison (CEO, Kantar Public), Desiree Lopez (Head of Qualitative Research and Strategic Consulting, Kantar Public) and Marco Rimini (CEO, Mindshare Worldwide).
For the live challenge, 64 students competed in teams to develop a road safety campaign. Teams were hosted and mentored at WPP agencies TNS, MEC, Mindshare and M4C. The shortlisted teams pitched their campaigns to a panel of expert judges: Alex Aiken (Executive Director, Government Communications), Dr Michelle Harrison (CEO, Kantar Public), Eric Salama (CEO, Kantar) and Professor Ngaire Woods (Dean of the Blavatnik School of Government).
Dr. Michelle Harrison, CEO of Kantar Public said: “As we expected, the calibre of the Blavatnik School of Government students was outstanding. I’m delighted that the School has chosen to highlight the importance of social research and communications to successful public policy implementation – and that Kantar Public was able to share some of our 80 year heritage with the next generation of government leaders around the world. This is the start of an exciting partnership between WPP and the Blavatnik School of Government.”
Oxford’s Blavatnik School is committed to excellence in leadership and public policy education. Its innovative, multi-disciplinary curriculum is delivered by world-class faculty and prepares students for the leadership challenges of tomorrow. Students currently on the one-year Masters in Public Policy course come from 39 countries and territories.
WPP is the world’s largest marketing services business with 170,000 people in 110 countries. WPP works for over 70 governments worldwide, as well as multinational organisations and NGOs. Our work for governments includes behaviour change campaigns, country branding and destination marketing and public sector recruitment. Key sectors include health, education, public safety, economic development and tourism.
About Kantar Public
Kantar Public is a leading provider of specialist social research, offering insight into public policy to government and not-for-profit clients. Delivering a range of approaches including bespoke proprietary research and consultancy, random probability survey capabilities, as well as social marketing and polling, our work informs policy makers across national and local Government at the highest level. Kantar Public forms part of the Kantar group of companies.
Kantar is the data investment management division of WPP and one of the world’s largest insight, information and consultancy groups. By connecting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 28,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at www.kantar.com.
WPP is the world leader in marketing communications. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising and media investment management; data investment management; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing; and specialist communications. The company employs approximately 170,000 people (including associates) in more than 3,000 offices across 110 countries.
About The Blavatnik School of Government
The Blavatnik School of Government is a global school pursuing a vision of better government, stronger societies and richer human opportunities across the world. Founded at the University of Oxford in 2010, the School was made possible through a £75 million donation to Oxford by American philanthropist Leonard Blavatnik. The School offers a distinctive global approach to public policy, within a rich, multi-disciplinary curriculum and delivered by world-class faculty. Please visit us at www.bsg.ox.ac.uk.