During my MA, I worked as a Research Associate on the EMMA project, collaborating with the Big Cat Agency. This role has inspired my PhD as a Collaborative Doctoral Award for which I received from the Midlands4Cities Arts and Humanities Research Council (M4C AHRC). My thesis will involve working with Big Cat Agency on a collaborative PhD entitled: The creativity of figurative messaging in advertising: a collaborative investigation into its application and measurement of success in real-world advertising campaigns. 
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