University of Westminster hosts industry guest lecture from M&C Saatchi UK on digital marketing

The event was organised by lecturer Maria Bortnovskaya as part of her Social Media and Content Marketing module for Digital Marketing Management MSc students. The session was attended by about 80 postgraduates. The lecture was followed by a Q&A during which students had the opportunity to ask questions. 

M&C Saatchi Group is one of the world’s largest independent communication networks. Its operations span 23 countries with major hubs in the UK, Europe, Middle East & Africa, Asia and Australia. In addition to commercial clients, their global client portfolio includes governments, global health and international development foundations, multilateral organisations and charitable foundations. 

Amanda Kiddle and Rob Hyde spoke about key services provided by M&C Saatchi UK, the most pertinent digital trends in 2024, and the need for clients and communications programmes to continually adapt to changes within the digital landscape. Topics included the exponential growth of AI-generated content and deepfakes, the ongoing threat of digital disinformation in a year when billions worldwide will be voting in elections, the challenge of finding, reaching and engaging niche audiences via digital platforms, the attention economy, and the continued erosion of trust in social platforms and growth of new digital communities.  

Kiddle and Hyde presented a sample of their client campaigns, including the role of digital marketing in reducing COVID-19 vaccine hesitancy among Health Care Providers in Nigeria and the power of digital to drive a movement and fuel advocacy actions timed to coincide with International Women’s Day in the UK. 

Dr Richard Berry, Head of the School of Management and Marketing at Westminster Business School, said: “This is a good example of employability-led learning we deliver at the School of Management and Marketing. By inviting senior digital marketing and communications practitioners, we enhance the practical focus of the sessions to ensure that our students benefit from purposeful engagement with the industry.” 

Amanda Kiddle said: “It was great to meet everyone, share some of our work, and discuss the challenges and opportunities presented by digital marketing within global and social issues. Digital is at the heart of M&C Saatchi’s offer, representing over 80% of our output as a whole. A strong digital and content strategy is key to ensuring our clients’ communications activity remains cohesive, integrated and impactful, driving more dialogue, collaboration, visibility and reach like never before.” 

Rob Hyde added: “The digital landscape continues to evolve more rapidly than it ever has before, which presents incredible opportunity for a digital business such as ours, but also brings with it an ever-growing risk landscape. It was great to be able to share some of the daily challenges we face with students, both from the point of view of the complexity of the problems we solve for our clients, but also to hopefully convey how exciting we feel it is to work within this sector.”  

Postgraduate Digital Marketing Management MSc student Isabella Capra said: “Guest lectures have significantly enhanced my course experience, providing vital insights into current industry trends and tools. These sessions have been instrumental in shaping my understanding of the professional landscape and in formulating my career strategy. The lecture from M&C Saatchi was exceptional, offering a firsthand look at their work with notable organisations, which has greatly influenced my approach to strategic communication and networking.” 

This event contributed toward the Quality Education (4) development goal of the United Nations’ 17 Sustainable Development Goals (SDGs) which were adopted by the University of Westminster to help make the University a more sustainable, responsible and inclusive place to live, work and study. 

Learn more about Marketing courses at the University of Westminster.