Academic

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Jennifer's practice runs on evidence as much as instinct, and for over a decade she has contributed to the research that tests what the industry believes about itself. Her published work, with colleagues at King's College London, University of London Birkbeck, and Monash University, sits in two areas that map directly onto her consulting: how brand equity is built and eroded, and how creative strategy is chosen. Her 2018 paper on the latter received the Advertising Research Foundation's Journal of Advertising Research Award for paper of the year.

 

Publications

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• West, D., Christodoulides, G. & Bonhomme, J. (2018). How Do Heuristics Influence Creative Decisions at Advertising Agencies? Factors that Affect Managerial Decision Making When Choosing Ideas to Show the Client. Journal of Advertising Research, 58(2), 189–201. [doi.org/10.2501/JAR-2017-056]
  ARF Journal of Advertising Research Award, Paper of the Year, 2019

• Christodoulides, G., Jevons, C. & Bonhomme, J. (2012). Memo to Marketers: Quantitative Evidence for Change. How User-Generated Content Really Affects Brands. Journal of Advertising Research, 52(1), 53–64. [link]

• West, D., Christodoulides, G. & Bonhomme, J. (2016). What Really Drives Creative Choices in an Advertising Agency? In Rediscovering the Essentiality of Marketing, Proceedings of the Academy of Marketing Science World Marketing Congress, Bari. Springer. [doi.org/10.1007/978-3-319-29877-1_5]

• Christodoulides, G., Jevons, C. & Bonhomme, J. (2010). The Impact of User-Generated Content on Consumer-Based Brand Equity. 6th Thought Leaders International Conference in Brand Management, Lugano.

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Guest Lecturer

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Jennifer is a regular guest lecturer on brand strategy and creative strategy, invited to bring working practice into the seminar room. She has taught sessions at leading universities in the UK and USA on creative briefing, brand purpose, messaging, design thinking, brand strategy, and digital strategy. She welcomes invitations to lecture and to collaborate on future research.

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