Guy Champniss
Centre for Strategic Marketing and Sales,
Cranfield School of Management
Qualifications
B.Sc.Econ., Management Studies (University College Cardiff)
M.B.A., (Instituto de Empresa, Madrid)
Postgraduate Masters Certificate PCSB (University of Cambridge)
Background
For the last six years Guy has been engaged with Havas, the global communications and marketing services group, across several strategic roles, including Global Director of Strategic Marketing, and more recently, Global Director of Business Insights, focused on the converging issues of branding, sustainability and consumer pro-social behaviour. As a part of the global management team, Guy was based in London, but worked for the group in Paris, Barcelona and New York. Guy continues to be the Liaison Delegate for Havas with the World Business Council for Sustainable Development (WBCSD). Prior to Havas and the MBA, Guy was a broadcast and commercial producer and director for twelve years, securing two Royal Television Society Awards for programming.
Research Topic
Consumer-brand exchange and relationship around altruistic and pro-social behaviour within a commercial environment.
Research Issue
How and when do consumers engage in pro-social and altruistic behaviour, how can brands positively influence that behaviour, and what is the effect of these interventions on enduring brand engagement?
Sector
Private sector.
Research Methods
Mixed methods.
Theoretical Perspective
Consumer behaviour, decision making, emotional contagion, values/goals theory.
Why I Chose Cranfield
I chose Cranfield for a number of reasons.
Firstly, its broad reputation as a world-class business school with its firm commitment to relevant and applicable research. Second, its focus on offering a structured and collaborative doctoral programme, well suited to those entering from a wide variety of backgrounds and with extensive commercial experience.
And third, the opportunity to engage with faculty and a supervisor with both a passion for my research area, and a commitment to collaborate from the outset.