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Having an opportunity to explore this question was part of my interest in engaging in a research collaboration with Red Bee. Yet, despite establishing some useful informal collaborative relationships with industry practitioners, I had yet to work out for myself exactly how the kind of academic research I undertook might be of value to those working in the industry itself. This was born out of a gut feeling that television studies had much to say that should be of interest and relevance to those actually working in the television, and related, industries, and not just in the area of policy where this kind of interaction was probably most apparent. My own feeling for a number of years has been that I have wanted my research to have relevance and interest beyond the relatively small community of television scholars. However, our interest in generating research of value to both academia and industry was not just informed by the UK government’s agenda for academics to engage more directly with commercial businesses and deliver benefits to sectors outside of higher education. When we explained that we were interested in their company and their work as an object of research, they were surprised that they themselves might be a valuable subject of academic enquiry. As an established part of their business, they had little need of external academics to undertake such work, and Paul and I had little experience in this area anyway. For Red Bee, research referred specifically to audience research – questionnaires and focus groups used to develop and test new and ongoing projects.

The reason for this silence became clear when we finally secured a meeting with three senior staff at Red Bee to discuss a possible research collaboration, where it emerged that we were operating with very different understandings of the term ‘research’. When we approached Red Bee to see if they might be interested in generating ‘shared research’ around their work in promotional media design, Charlie Mawer was uncharacteristically silent. I subsequently interviewed Charlie for Branding Television, and Paul and I began to discuss ways of extending our relationship with Red Bee as part of a broader academic interest in understanding promotion as a creative discipline. $49.I first encountered Charlie Mawer, the Executive Creative Director of Red Bee, at the AHRC-funded ephemeral media workshop organised by Paul Grainge at the University of Nottingham.

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