Professor Iain MacRury

Professor in Comms., Media and Culture

Communications, Media and Culture Stirling

Professor Iain MacRury

Contact details

About me

Award

UKRI large grant: Branded Content Governance Project ESRC/ AHRC joint supported

International comparative analysis of governance arrangements in respect of media policy and institutional regulation of branded content in the promotional industries across Europe and selected other international sites.

Leverhulme/CSPM small grant: Bion at Bovington

Community Contribution

Scottish Graduate School for Arts and Humanities (SGSAH) Catalyst Lead Film and Media

Consultancy

Ofcom

Research, Evidence and Evaluation Working Group

Divisional / Faculty Contribution

Director Postgraduate Research Students

External Examiners and Validations

External Examiner, Leeds, UK
University of Leeds

External Examiner, Media Programmes, University of Leeds

Other Academic Activities

Visiting/Associate Tavistock Training and Education

University Contribution

Deputy Chair GUEP (General University Research Ethics Panel)

Deputy Chair, GUEP, University of Stirling

REF/ SPRE (Strategy, People and Research Environment) working group

Chair REG: University Research Environment Group

Outputs (55)

Research Report

Branded Content Governance: 32-country comparative analysis

Hardy J, MacRury I, Nunez-Gomes P, Rangel C, Martínez Isidoro BC, Estables M, Vazquez Rodriguez LG, Kubicka H & Wysokinsk M (2025) Branded Content Governance: 32-country comparative analysis. AHRC/ ESRC. https://figshare.arts.ac.uk/articles/online_resource/Branded_Content_Governance_32-country_comparative_analysis/29424839?file=55774838

Keynote

Creativity after AI: Rethinking 'Creativity' in the Fourth Industrial Revolution

MacRury I (2025) Creativity after AI: Rethinking 'Creativity' in the Fourth Industrial Revolution [Creativity after AI?]. The Second International Conference on Cross-Cultural Communication(2025), The Second International Conference on Cross-Cultural Communication(2025) Xinxiang city, Henan province China., 09.05.2025-10.05.2025.

Edited Book

Digital Advertising Evolution

MacRury I & Manika D (eds.) (2024) Digital Advertising Evolution. https://www.routledge.com/Digital-Advertising-Evolution/MacRury-Manika/p/book/9780367767730?srsltid=AfmBOoojFx8yoU1MHnCdc_-bzOejqNxANZi82fZMTD1zhQ5a05VGlERR

Project Report

Mapping The Media Marketing Ecology

Hardy J, MacRury I, Nuñez-Gomez P, Rangel C, Kubicka H, Sanchez-Rebato Valiente C, Gloria Vazquez Rodriguez L & Estables M (2024) Mapping The Media Marketing Ecology. BGC. BCG Publications. London. https://doi.org/10.25441/arts.26096632.v1

Project Report

Policy Briefing: branded content governance project

Hardy J, Kubicka H, MacRury I, Núñez Gómez P & Rangel Pérez C (2023) Policy Briefing: branded content governance project. UAL/ UoS/ UCM. London. https://www.arts.ac.uk/__data/assets/pdf_file/0039/398892/Online-Advertising-Regulation_Policy-Briefing.pdf

Book Chapter

Branded Content And Long-Form Semiotics: The Case Of Snackmasters

MacRury I (2023) Branded Content And Long-Form Semiotics: The Case Of Snackmasters [Branded Content And Long-Form Semiotics]. In: Canter A (ed.) Twenty Years, Another Branded Content Story. London: Branded Content Marketing Association, pp. 76-87. https://www.thebcma.info/training/research.html

Book Chapter

Taking the biscuit: Exploring influencers, advertising, and regulation

MacRury I (2021) Taking the biscuit: Exploring influencers, advertising, and regulation. In: Yesiloglu S & Costello J (eds.) Influencer Marketing: Building Brand Communities and Engagement. London: Routledge, pp. 250-270. https://www.routledge.com/Influencer-Marketing-Building-Brand-Communities-and-Engagement/Yesiloglu-Costello/p/book/9780367338688

Edited Book

The Advertising Handbook

Hardy J, MacRury I & Powell H (eds.) (2018) The Advertising Handbook, 4th ed. Media Practice. London: Routledge. https://www.routledge.com/The-Advertising-Handbook/Hardy-Macrury-Powell/p/book/9781138678835

Book Chapter

What is an Advertising Agency in the Twenty-First Century?

MacRury I (2018) What is an Advertising Agency in the Twenty-First Century?. In: Hardy J, Macrury I & Powell H (eds.) The Advertising Handbook. 4th ed. Media Practice. Routledge, pp. 16-43. https://www.routledge.com/The-Advertising-Handbook/Hardy-Macrury-Powell/p/book/9781138678835

Book Chapter

Advertising creativity

MacRury I (2018) Advertising creativity. In: Hardy J, Powell H & MacRury I (eds.) The Advertising Handbook. 4th ed. Media Practice. Routledge, pp. 175-199. https://www.routledge.com/The-Advertising-Handbook/Hardy-Macrury-Powell/p/book/9781138678835

Other

Brexit and Empathy

MacRury I & Yates C (2018) Brexit and Empathy. ESRC Festival of Social Science 2018, Bournemouth, 10.11.2018-10.11.2018.

Book Chapter

Liminal identities, an evolving field of work

MacRury I (2018) Liminal identities, an evolving field of work. In: Canter A (ed.) Fifteen Years, A Branded Content Story. Branded Content Marketing Association, pp. 96-102. https://www.thebcma.info/

Book Chapter

Olympic legacy

MacRury I (2016) Olympic legacy. In: Viehoff V & Poynter G (eds.) Mega-event cities: Urban legacies of global sports events. Abingdon: Routledge, pp. 23-32. https://www.routledge.com/Mega-event-Cities-Urban-Legacies-of-Global-Sports-Events-1st-Edition/Viehoff-Poynter/p/book/9781472440174

Book Chapter

Paralympic branding

MacRury I (2015) Paralympic branding. In: Poynter G, Viehoff V & Li Y (eds.) The London Olympics and Urban Development: The Mega-Event City. 1st ed. London, pp. 235-252. https://doi.org/10.4324/9781315758862

Book Review

Book Review: New Dimensions of Doctor Who: Adventures in Space, Time and Television. London: IB Tauris. Hills, M.(ed)(2013)

MacRury I (2014) Book Review: New Dimensions of Doctor Who: Adventures in Space, Time and Television. London: IB Tauris. Hills, M.(ed)(2013). Review of: New Dimensions of Doctor Who: Adventures in Space, Time and Television. Hills, M. (ed), London: I B Tauris, 2013, 256pp. ISBN: 9781845118662. Media Education Research Journal (MERJ), 4 (2), pp. 86-91. http://merj.info/wp-content/uploads/2014/01/MERJ_4-2-Book-Reviews.pdf

Book Chapter

Involving East London Communities: the evocative Olympic Games and the emergence of a prospective 'legacy'

MacRury I (2013) Involving East London Communities: the evocative Olympic Games and the emergence of a prospective 'legacy'. In: Girginov V (ed.) Handbook of the London 2012 Olympic and Paralympic Games: Volume One: Making the Games. Routledge Handbooks. London: Routledge, pp. 147-160. https://www.routledge.com/Handbook-of-the-London-2012-Olympic-and-Paralympic-Games-Volume-One-Making/Girginov/p/book/9781138694507

Edited Book

Advertising

MacRury I (ed.) (2012) Advertising. Critical Concepts in Media and Cultural Studies. London: Routledge. https://www.routledge.com/Advertising/MacRury/p/book/9780415577113

Edited Book

London After Recession: A Fictitious Capital?

Poynter G, Calcutt A & MacRury I (eds.) (2012) London After Recession: A Fictitious Capital?. London: Routledge. https://www.routledge.com/London-After-Recession-A-Fictitious-Capital/MacRury-Poynter/p/book/9781138278950

Book Review

Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World’s Best Known Brand - and a Multibillion Dollar Global Franchise

MacRury I (2012) Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World’s Best Known Brand - and a Multibillion Dollar Global Franchise. Review of: Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand, Michael Payne, London: Praeger, 2006, 366 pp. ISBN: 9780275990305. International Journal of Advertising, 31 (4), pp. 923-924. https://doi.org/10.2501/ija-31-4-923-924

Book Chapter

Advertising universities: re-presenting complex products in a difficult marketplace

MacRury I & Hawkin S (2009) Advertising universities: re-presenting complex products in a difficult marketplace. In: Powell H, Hardy J, Hawkin S & Macrury I (eds.) The Advertising Handbook. 3rd ed. Media Practice. London: Routledge, pp. 148-161. https://www.routledge.com/The-Advertising-Handbook/Hardy-Macrury-Powell/p/book/9781138678835; https://doi.org/10.4324/9781315881416

Book Chapter

Sponsorship, advertising and the Olympic Games

MacRury I (2009) Sponsorship, advertising and the Olympic Games. In: Powell H, Hardy J, Hawkin S & MacRury I (eds.) The Advertising Handbook. 3rd ed. London: Routledge, pp. 129-147. https://doi.org/10.4324/9781315881416

Book Chapter

Branding the Games: Commercialism and the Olympic city

MacRury I (2009) Branding the Games: Commercialism and the Olympic city. In: Poynter G & MacRury I (eds.) Olympic Cities: 2012 and the Remaking of London. Design and the Built Environment. London: Routledge, pp. 43-72. http://www.routledge.com/Olympic-Cities-2012-and-the-Remaking-of-London/MacRury-Poynter/p/book/9781138275492

Authored Book

Advertising

MacRury I (2009) Advertising. London: Routledge. https://www.routledge.com/Advertising/MacRury/p/book/9780415251266

Edited Book

Olympic Cities: 2012 and the Remaking of London

MacRury I & Poynter G (eds.) (2009) Olympic Cities: 2012 and the Remaking of London. Design and the Built Environment. London: Ashgate Publishing, Ltd. https://www.routledge.com/Olympic-Cities-2012-and-the-Remaking-of-London/MacRury-Poynter/p/book/9781138275492

Book Chapter

The Airport Next Door: London City Airport – Regeneration, Communities and Networks

Macrury I (2008) The Airport Next Door: London City Airport – Regeneration, Communities and Networks. In: Cohen P & Rustin MJ (eds.) London's Turning: The Making of Thames Gateway. Design and Built Environment. London: Routledge, pp. 239-260. https://www.routledge.com/Londons-Turning-The-Making-of-Thames-Gateway/Rustin-Cohen/p/book/9781138266131

Book Chapter

'Alright on the night?' Envisioning a 'night-time economy' in the Thames Gateway

Berzins K & Macrury I (2008) 'Alright on the night?' Envisioning a 'night-time economy' in the Thames Gateway. In: Cohen P & Rustin MJ (eds.) London’s Turning: The Making of Thames Gateway. Design and the Built Environment. London: Routledge, pp. 189-207. https://www.routledge.com/Londons-Turning-The-Making-of-Thames-Gateway/Rustin-Cohen/p/book/9781138266131

Book Chapter

Advertising

MacRury I (2008) Advertising. In: Albertazzi D & Cobley P (eds.) The Media: An Introduction. 3rd ed. London: Routledge, pp. 258-276.

Authored Book

The Dynamics of Advertising

Richards B, MacRury I & Botterill J (2000) The Dynamics of Advertising. London: Routledge. https://www.routledge.com/The-Dynamics-of-Advertising/Botterill-MacRury-Richards/p/book/9789058230850

Edited Book

Buy This Book: Studies in Advertising and Consumption

Nava M, Blake A, MacRury I & Richards B (eds.) (1997) Buy This Book: Studies in Advertising and Consumption. London: Routledge. https://www.routledge.com/Buy-This-Book-Studies-in-Advertising-and-Consumption/Nava-Blake-MacRury-Richards/p/book/9780415141321

Book Chapter

Advertising and the modulation of narcissism: The case of adultery

MacRury I (1997) Advertising and the modulation of narcissism: The case of adultery. In: Nava M, Blake A, MacRury I & Richards B (eds.) Buy This Book: Studies in Advertising and Consumption. London: Routledge, pp. 239-254. https://www.routledge.com/Buy-This-Book-Studies-in-Advertising-and-Consumption/Nava-Blake-MacRury-Richards/p/book/9780415141321

Teaching

I am a Fellow of Higher Education Academy. I teach across undergraduate and postgraduate programmes in Communications, Media and Culture, with a focus on advertising, promotional culture, and media audiences. I recently took on FMSU9MA Media Audiences. I led the undergraduate Advertising module (FMSU9AJ), and from 2021 to 2025, I delivered the same module to students at the Singapore Institute of Management (SIMU9AJ). I have and through partnership teaching to students based in Chengdu, China (CMC9AJ). At the postgraduate level, I lead two additional Advertising modules (PCMPPX3 and PCMPPX4) and also contribute to research methods, ethics, and press and media regulation. At other career stages, I have taught literature, psychoanalysis, sports & media and sociology/social theory I supervise dissertations at undergraduate and postgraduate levels, including on the Media Management, Digital Media, and Strategic Public Relations routes. I have delivered guest teaching on FMSU9PR and a session of social theory and AI for Faculty-wide module workshops on ARTU9B4 Fact-checking and Fake News. My teaching draws directly on my research in advertising, branded content, media governance, and the wider media-marketing ecology, as well as long-running collaborations with regulators and industry. I supervise doctoral students working across promotional culture, psychosocial studies, and media and cultural analysis, and I contribute to the University's PGR development programme. Beyond Stirling, I serve as External Examiner for PGT Media at the University of Leeds. I have served as Deputy Associate Dean, Learning and Teaching in the Faculty (2020-2022). Postgraduate research supervision

Postgraduate Research Supervision

I welcome enquiries from prospective doctoral students working on communications, promotional culture, media governance and regulation, branded content, AI and creativity in professional communications. In addition, empirical and theoretical work on psychosocial approaches to media, culture, and memory. I am also interested in supervising work on psychoanalytic approaches to literature, cultures and organisations. I currently supervise doctoral students across these areas and have a long track record of seeing students through to successful completion. I have examined doctorates internally and externally at a range of UK and international institutions.

Alongside individual supervision, I contribute to the University's/ Divisional PGR development programmes, delivering sessions on literature reviewing, milestone preparation, and writing toward completion. I previously led the Doctoral School in the Faculty of Media and Communication at Bournemouth University.

I am a member of the SGSAH Catalyst leadership for Film and Media and a member of the UKRI Future Leaders Fellowships Peer Review College.