Posted by Creativity Marketing Centre @Creativitymktg at 7:49     -  7 Comments

ESCP Europe's EXEC MBA, in collaboration with the Creativity Marketing Centre, hosted a talk on 'Entrepreneurship & How to Build a Billion Dollar App' with speaker George Berkowski, Founder & CEO of IceCream, Author of 'How to Build a Billion Dollar App', and graduate of the Specialised Master in Innovation and Entrepreneurship, 2002.

The event took place on 9th June, 2015 at ESCP Europe's London Campus and brought together 150 participants from Executive MBA and MSc in Marketing and Creativity programmes, along with industry practitioners.

George's broad experience comes from mainly working at Hailo - a successful taxi app that operates in 18 cities across Europe and Asia, and a few start-ups that he grew and sold. He raised a list of companies that are top players in the mobile industry and built amazing businesses, all worth a billion dollars or more. They include: Uber, WhatsApp, Snapchat, Kakao Talk, Candy Crush Saga, Square, Clash of Clans, Angry Birds, Waze, Instagram, Tinder, Tango, Viber, and Flipboard.

Posted by Benjamin Voyer at 10:00     -  3 Comments
Today, I want to discuss two common shortcuts people make when thinking of what makes a brand creative – and what doesn’t. When I ask students that question, the same names come back most of the time – Google, Samsung, or Apple. Often, people make judgements about creativity based on the industry companies belong to – technology being often seen as a shortcut for creativity. The problem with this kind of reasoning is that it treats creativity in absolute terms, rather than in relative ones. Let me explain. Creativity marketing is about being better at using creativity than the industry average. In addition, not all creative brands come from creative industries – for instance, Innocent can be seen as a very creative brand, although its industry – fruit juices – is not a very creative one. Creative inspirations can be found in any industry, not just the creative ones.
Posted by Vishal Kapadia - @vishkap at 15:10     -  3 Comments
Having recently completed the Master in Marketing and Creativity at ESCP Europe, I have been exposed to many industries and marketing best (and worst) practices across many different companies. The models, frameworks and approaches of the programme are no doubt valuable for integrating marketing with strategy in many industries, ranging from hi-tech, to cultural and fashion-forward organisations.
Posted by Benjamin Voyer at 12:45     -  2 Comments
When people see a brand as a creative one, they expect any of its moves (e.g. new product launch, TV ad, etc.) to be creative ones. On the one hand, this is highly positive, since having a reputation of being creative means having a lot of attention around one’s initiatives. But these expectations can also backfire. If you are not consistently perceived as being creative, then you disappoint! Even if you are still significantly better or more creative than the competition.
Dr Ben Voyer, Programme Director of the new Bachelor in Management and marketing professor at ESCP Europe Business School was invited to speak at Ted Talk in London on 17th January, 2015.

He presented his latest research on "Can power change how we connect with Others?"
Dr Ben Voyer, consumer psychologist and marketing professor at ESCP Europe Business School, says Burberry needs to reinvent itself again to appeal to the new Chinese consumer.
Dr Ben Voyer discussed a report by Which? showing how manufacturers are 'shrinking' products, instead of increasing their prices. Dr Voyer explained the psychological mechanisms which make consumers less susceptible to notice the implicit price increase. He highlighted the importance of consumer education to help consumers resist being manipulated.
ESCP Europe Business School is delighted to be hosting the London edition of the 'Business in Europe' seminar, which has a special focus on creativity and innovation on 6th and 7th March.

All Master in Management students at ESCP Europe take part in four fascinating seminars as a part of their programme. Having completed the Start@Europe event in Strasbourg as well as the Business Simulation Game and Research Methods seminars, the final-year Master in Management - or M2 - students will now come together for 'Business in Europe', hosted by Prof. Pascal Morand.

This two-day event begins with roundtable discussions with special guest speakers on a variety of subjects. The second day introduces a selection of companies with problems to solve, after which students take part in five creativity workshops to discuss how these issues might be resolved.
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