Paul Springer’s research addresses advertising and new approaches to mass communications. His bestselling book Ads to Icons, How Advertising Succeeds in a Multimedia Age received commendations from, amongst others, the ‘Orange Choice Review for Academic Libraries of the United States’ and he has also published his book Pioneers of Digital (written with Microsoft’s Advertising Community Manager Mel Carson). Springer has written for Admap, Brand Strategy, Business Excellence (Moscow), China Advertising and commentated on new advertising in the UK for BBC Radio 5 Live. He co-devised the international Advertising Masters program for Bucks and leads doctoral programs on advertising, branding and new media research. Springer has advised the China Advertising Association, Beijing and has been selected to present ideas for, amongst others, Havas Media (global), R/GA (New York and London), Sunrise Industries (Guangzhou) Trendy International Fashion Group (Shenzhen), Crocus and Reliz (both Moscow) and Design & Art Direction. In 2012 he was selected for the jury of the Okaz Advertising Awards in Saudi Arabia and was involved in initiatives for the London Olympics and a Jeddah College of Advertising. Springer is founder of the commercial media research centre adComs, housed in The Gateway media centre at Bucks (operating since 2009, launched in November 2010) which has been employed to research and dry-run campaigns for brands including O2 and Tate & Lyle.