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Creativity is Key to Overcoming Marketing Challenges

Adel Taalab tells us about the challenge of marketing cigarettes and how thinking outside the box has been essential to successfully connecting with consumers.

Where are you now?

I am an Area Manager on the AG "Arabian Gulf" Trade Marketing team at British American Tobacco. I currently live in Kuwait. My responsibilities and duties include managing trade reps, monitoring sales, executing campaigns in market, managing relationships with key accounts etc.

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Nicole Stokman, MSc in Marketing & Creativity Class of 2011, describes how she has moved from traditional advertising to creative marketing since finishing the programme.

Where are you now?

I'm actually in a bit of a transition! I'm about to leave 180LA, a marketing and advertising agency, for Greenlight Media and Marketing. I'm excited for this move because it will bring me closer to my passion: working with musicians and really getting to put my creativity out there.

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The publishing industry in today's digital era and entrepreneurship in Asia

Jessica Circi, MSc in Marketing & Creativity Class of 2014, reveals to us that print is most certainly not dead and how digital has only made the industry evolve. She also tells us about the excitement of starting a business in Asia.

What is your current position?

I am currently a regional director of business development for a Singaporean company called AccelerAsia. The company helps European and American startups enter Asian markets. We essentially 'test the waters' for them and recommend on which markets would be most fruitful for their products. We then manage all these accounts until they are stable enough to set up an independent office in Asia. I am responsible for three tech companies who are interested in entering and expanding into Hong Kong, Thailand, Philippines and Taiwan.

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Retail in the Digital Age, Creativity Marketing, and Travel

Arita Celma graduated from the MSc in Marketing & Creativity in 2011. Here she talks to us about how the retail industry stays fresh in this digital era, and how her many life experiences have fuelled her creativity in an exciting career. She currently lives and works in London.

Please tell me about your career path since graduating from the MSc in Marketing & Creativity (MMK)?

Straight after the MMK, I joined the creative consultancy Goodpilot as an Account Planner. Sadly, the agency no longer exists, but its co-founder Pierre Humeau has set up a new and already successful agency RE_UP with Laurent François. Goodpilot consisted of a team of creative and strategic thinkers who believed that a big creative idea could grow across every type of media platform, manifesting itself at each touch point into engaging content that would interact with the consumer in a collaborative way. Whilst at Goodpilot, I was responsible for insight generation, strategic narrative development for clients (such as L'Oréal Professional and Lutron) and trend analysis - monitoring market and social trends such as 'Near Field Communication as a Marketing Tool' and their future impact on consumer behaviour.

Posted by Dr Marie Taillard @marietaillard at 7:13 - 0 Comments

As Founding Member of the Creativity Marketing Centre, L'Oréal offers our students unique opportunities to apply their creative skills to some of their strategic and business challenges. A recent example is the Big Picture project, where twenty five of our MSc Marketing and Creativity students travelled to Paris to work alongside colleagues from Institut Français de la Mode in February. 

Students were divided into nine teams and asked to define the meaning of beauty in 2025 and express it through a series of Instagram-format 15-second videos.

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Building a Startup - Creative Communication is Key

The entrepreneurial Gabriel Gutierrez tells us about how the lessons he learnt from the MSc in Marketing and Creativity are helping him take his pasta sauce startup in Colombia to the next level.

What is your current position?

General Manager of N3 / Entrepreneur / Project Developer

Tell me a bit about where you were prior to starting the MSc in Marketing and Creativity at ESCP Europe?

Before starting in January 2014 at ESCP Europe, I had just come back to Barranquilla, my hometown, after living nine years in Bogota. I arrived in the month of June in order to start developing my idea for a food company. I was developing all the brand strategies, packaging, and processes and rolling out our MVP (Minimum Valuable Product). Also, I was preparing an operations manual for my brothers who were going to manage the company while I was overseas.

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Where are you now?

I am the e-commerce manager at L'Oréal Germany, Cosmétique Active.

Tell us a bit about your path since the studying the MSc in Marketing & Creativity (MMK)?

I first started at Procter & Gamble as a "Brand Manager". I oversaw Gucci, Escada, Rochas for Germany, Austria and Switzerland. While there, I was in charge of adapting the global strategy to the national and local markets. Some key launches I was responsible for were Gucci Guilty and Especially Escada.

After a year and a half, I left for Berlin to work as a Brand Manager at Zalando, Europe's leading Online Fashion Retailer. I stayed for about another year and a half, and was in charge of building up the brand Kiomi, a private fashion label and online platform in the Zalando network.

Posted by Ben Voyer @drbenvoyer at 6:20 - 0 Comments

On the eve of New York Fashion Week, the eyes of the fashion world will be fixed on Los Angeles, where Saint Laurent is presenting a bumper AW16 men's and women's show. It marks a significant shift from its usual home at Paris Fashion Week, which will only have a small show this year, but is just another in a line of bold and innovative moves by its creative director Hedi Slimane.

Slimane has transformed the French fashion house - quite literally stripping the first name of its celebrated founder "Yves" from the company's ready-to-wear line - since taking charge in 2012. The brand's rise has been meteoric under his direction.

Posted by Ben Voyer @drbenvoyer at 5:54 - 1 Comments

Every year, seasonal promotions come back, and every year, consumers wonder: should I buy or should I not?

Originally a Northern American concept, gravitating around the Thanksgiving holiday, Black Friday is now synonymous with sales even in parts of the world that do not celebrate Thanksgiving. Why? Primarily because consumers are always savvy and looking for discounts and sales. In fact, most consumers find it difficult to resist discounts. The larger the discount, the more consumers will consider a product or service, even if they do not really need the product. There is also a social influence component to explain the success of these types of sales. Buying is often related to displaying one's power and status. Therefore, if every one else is buying, that is displaying their power and status, one will certainly want to compete and do the same!

Posted by Creativity Marketing Centre @Creativitymktg at 3:25 - 0 Comments

Dr Benjamin Voyer was listed on the latest edition of the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA) Fellow Spotlight for his recently named L'Oréal Professor of Creativity Marketing at ESCP Europe Business School.

This partnership with L'Oréal will be an opportunity to provide a better understanding of beauty consumption, especially in terms of its societal aspects. Recent research looks at the role of beauty consumption in the development of a positive self-esteem, and how companies can obtain better consumer response by using realistic rather than unrealistic beauty standards. Further research in this area can thus enhance our understanding of how consumers relate to the portrayal of beauty in advertising, and eventually result in a more balanced portrayal of beauty and help prevent the spread of unrealistic beauty standards.

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