I want to work in social media because I prefer a society of semi-autonomous and decentralized communities that escape the traditional power of marketing communication\brand control to one composed of inert target groups.

I want to help customers satisfy their need to engage with brands and one another in order to define/express their personal identity. I want to work for organizations that see social media as an opportunity to encourage multiple, trustworthy, and viral, because socially useful and entertaining, brand conversations. That’s why following my BA in marketing, I went on to study social anthropology (MA).

Within a year of working in digital marketing, I published my theory and metrics of customer engagement in Avinash Kaushik’s blog – republished in his book Web Analytics 2.0 – and wrote the Wikipedia entry (no.1 Google result).

the old about stuff:

used to work as a customer engagement consultant at cScape, London, UK.

I’ve got a BA Hons from Stirling University and an MA in Social Anthropology from SOAS, University of London (back in the day where the SOAS bar was The place to be).

It was at Stirling that my tutor (Douglas Brownlie) introduced me to the fruitfulness of cross-breeding marketing with other social sciences, from Marxist Sociology to Psychoanalysis and Surrealism. This provided the impetus for me to do an MA in Social Anthropology as opposed to Business Studies, Advertising etc and shaped my perspective on both marketing and the world at large.

I’m particularly interested in the impact of marketing on social structure and change, consumer/citizen/believer/human behaviour as well as in what marketing can learn from other social sciences.

My main goal for this blog is to…

…actually get certain thoughts down on ‘paper’

…invite their discussion and further the interdisciplinary borrowings between marketing and other social sciences

email: theopapada(at)

View Theo Papadakis's profile on LinkedIn


2 Responses to “About”

  1. […] Theo Papadakis talks about the idea of positive and negative engagement in an article recently posted on Occam’s Razor by Avinash Kaushik. I like this idea and would consider what I have seen here as an indication of positive engagement. […]

  2. […] Theo Papadakis is a Marketing Executive at cScape in London. Our paths first crossed when he invited me to contribute a thought piece to accompany the 2nd Annual Customer Engagement Survey Report (and to his credit he did so after having read my post above!). You can download the report, there are nice graphs and some interesting data and page twenty is quite interesting. 🙂 […]

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