Inaugural Lecture: Professor Chloe Preece

Marketing Beyond Metrics: Creativity, Culture, and Care

We are pleased to invite you to celebrate the appointment of Chloe Preece to the position of Full Professor.

At a time when marketing and management education are increasingly shaped by the promise of mastery through automation, immediacy, and AI-driven forms of creation, Professor Preece’s inaugural lecture asks what happens to judgment, meaning, and responsibility when machines are positioned as creators and arbiters of value.

Drawing on research in arts marketing, spanning production and consumption, alongside consumer culture theory, branding, and non-representational approaches, Chloe argues for a cultural reimagining of marketing grounded in creativity, culture, and care.

Using the UK creative industries - globally influential yet persistently underfunded - as a telling example, the lecture reflects on the centrality of storytelling and the arts to human life from its earliest forms to contemporary markets, and argues that business schools must rethink how creativity and value are understood and taught in order to educate graduates capable of navigating cultural complexity and uncertainty with judgment, responsibility, and care.

Schedule

• 18:00 – Registration
• 18:30 – Inaugural lecture
• 19:30 – Reception for all guests
• 21:00 – Reception ends

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About the speaker:

Chloe Preece is Full Professor of Management and Head of Research at the London Campus of ESCP Business School.

Her research sits at the intersection of the arts and marketing. Her work has been published in leading international journals including the Journal of Consumer Research, International Journal of Research in Marketing, Sociology, Annals of Tourism Research, European Journal of Marketing, Journal of Marketing Management, and the Journal of Macromarketing, and has been featured in media outlets such as The Financial Times and Newsweek.

Chloe currently chairs the Arts, Heritage, Non-Profit and Social Marketing Special Interest Group of the Academy of Marketing and serves on its Research Committee. She is also a member of the editorial boards of Annals of Tourism Research, Journal of Marketing Management, Arts and the Market, and the Journal of Customer Behaviour.

Her research has been supported by grants from the Arts and Humanities Research Council, including as a researcher on the multi-million-pound StoryFutures and StoryFutures Academy projects, as well as by the British Academy/Leverhulme Small Research Grants scheme.

She has presented her work at institutions and conferences internationally, including at Sotheby’s Institute and the Barbican Arts Centre as part of public engagement programmes.