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20/10/2015
Google AdCamp
Posted by Aurélien Lemasson-Théobald at 4:24 - 0 Comments

August 2015. 50 EMEA students, including Nora Rekus, Martinho Bragança de Miranda and I discover that we have been selected by Google to attend their AdCamp in Dublin in September. For me, as a high-tech aficionado, it was a dream come true: the opportunity to discover the world's biggest online company, often described as the enterprise of the future. As MMK students we couldn't wait to see in practice how creativity rules actions and operations when it is at the centre of the business model.

Posted by Finn Bohn at 7:58 - 0 Comments

It's tough to stand out as a brand.  Especially if you have to rely only on the visual aspects of your brand.

They say an image is worth a 1000 words, but what if people don't pay attention to it?

Q: Hi Finn & Kilian! What makes sound so important for brands in general?

A: Hi Julius! First of all, brands have become more important in general.

In times of overflowing information and decreasing differences between the functional attributes of products, customers are mostly looking for two things: trust and convenience.

Strong brands represent mental short cuts - instead of constantly comparing products to find the one that objectively has the best features, we rely on our previous experiences and our associations towards brands. In other words: nowadays we buy brands, not products. Brands need to create and reinforce a particular 'positive attitude' in the customer; and for us it's no secret that melodies, sounds and certain frequencies have exactly this effect: they trigger memories.

Posted by Peter Stephenson-Wright at 10:21 - 0 Comments

INFO MAGAZINE - SEPTEMBER 2015

THE BUSINESS OF CLIMATE CHANGE

Back in 1990, as the green movement first gained critical mass amongst consumers, I was involved in the development of an advertising campaign in the UK and Germany. The TV spot did not show any glossy product shots, but simply a sequence of beautiful natural and animal scenes against a soundtrack of Louis Armstrong singing 'What a Wonderful World'. At the end, a voice-over informed viewers that cars from Vauxhall and Opel would be fitted with catalytic converters at no extra cost (rivals were charging extra for these). The campaign was an enormous success, winning a Gold EFFIE Award that year for marketing effectiveness. Vauxhall and Opel's brand image improved dramatically and the public bought their cars in record numbers.

Posted by Miguel J Saavedra @migsaave at 5:01 - 0 Comments

As part of the Managing for Social Impact module on the MSc in Marketing and Creativity, I was a member of a team of 11 ESCP Europe students who travelled to the Philippines in July. Our trip was in partnership with Gawad Kalinga (GK), a Philippines-based NGO, and was paid for by each of us individually (although we raised funds as a group). The objective was to develop the skills necessary to generate positive social impact in our future careers as managers. 

We arrived in the Philippines at 7:00pm on a Saturday night. For all of us, this was our first time in the Philippines; for some, our first trip to Asia. We were definitely pushed out of our comfort zone right from the start! That first night we stayed with  Filipino families in Manila. A long night, since we slept on the floor on mats and blankets. Shower time the next morning was quite a challenge; we even had to use a bucket to flush the toilet. We met up to have breakfast together, and took the opportunity to immerse ourselves in the local community of Taguig, formerly known as Little Tondo - Tondo  being the largest slum area in Manila.

Posted by Dr Marie Taillard @marietaillard at 4:42 - 0 Comments

Much of our marketing teaching in recent years has focused on getting future marketers to move beyond product focused marketing to consumer centric strategies.  But these strategies are now beginning to feel outdated in a context of multi-stakeholder interactions.

The once clear boundaries between the roles of consumer, employee, supplier, retailer, distributor, media and other stakeholders are increasingly blurry.  Users are also designers at Mozilla; fans are product managers at LEGO; consumers are charity contributors at Warby Parker; customers are suppliers at Etsy; and so on.  Firms and their brands mediate these swaps, but don't always control them.   In cases such as the hijack of Cognac brands by rap artists[1], brand ambassadors were not hired by Courvoisier or Hennessy… they simply went up on stage and grabbed the microphone. Stakeholders gladly usurp the media by taking to social networks where they comment on their experience working for, buying from, or selling to a firm or its brands.  In other words, markets can become a free-for-all in which almost anyone gets a chance to take on whatever role suits them best as long as others will recognize it in some way. In this context, customer centricity begins to feel dated and tired: who is the customer anyway?  Is she the young engineer being courted for recruitment by a tech start-up, or the foodies trading recipes on epicurious.com, or the student who hitches a ride from Barcelona to Bordeaux through Blablacar? The point here is not to suggest a move away from customer centricity, but rather that customer centricity as it is currently conceived, is simply an instance of much broader ecosystem dynamics in which opportunities to create value can be seized by whoever thinks they can do so while creating value. What I mean by value can be anything from making money to enjoying company on a long car trip, to being proud of sharing family recipes with others.

Posted by Creativity Marketing Centre @Creativitymktg at 7:36 - 0 Comments

The Creativity Marketing Centre hosted a talk on 'Brands vs Publishers: The Race to Leverage Content' with speakers Lee Wilkinson (Vice President, Strategy & Product Management, Hearst Magazines International) and Adrián Ruiz-Mediavilla (Marketing Director, Viacom International Media Networks).

The event took place on 9th July, 2015 at ESCP Europe's London Campus, bringing together industry practitioners and participants from the Executive Master in Marketing and Creativity.

The Publisher Perspective

Arguing that traditional methods of publishing are a sure-fire way to go out of business fast, Lee Wilkinson made the point that it may be too late for those publishers which haven't yet adapted to modern practices. Hearst's experience is particularly noteworthy.

Posted by Creativity Marketing Centre @Creativitymktg at 9:46 - 0 Comments

On 15th September students from the MSc in Marketing & Creativity programme currently studying in Paris visited the offices of The Reputation Squad, an innovative pioneer in new technology and the business of digital reputation management, working for 40 clients across offices in Paris and London.

UK Manager Julien Tissandier and Digital Strategist Benjamin Merritt helped participants discover the importance of digital brand management and the innovative ways that Virtual Reality technologies can build brands.

Posted by Creativity Marketing Centre @Creativitymktg at 6:55 - 0 Comments

Adrián Ruiz-Mediavilla, Marketing Director at Viacom International Media Networks, was invited to speak recently at ESCP Europe's London Campus. He shared key insights on current challenges faced by the industry.

The event took place on 9th July, 2015 and brought together industry practitioners and participants of the Executive Master in Marketing and Creativity.

The Media Perspective

The talk began with an example of how a piece of media can inadvertently become an advert for a specific commodity therein. Adrián cited the trailer for the 1986 movie Top Gun, in which Tom Cruise was seen wearing a pair of Ray-Ban sunglasses. In the wake of the promo and the subsequent film, Ray-Ban sales jumped by 40%. The Ray-Bans were product placement; the actual advertiser was the US Air Force!

Posted by Kudzayi Ngwerume @Kudzayi at 4:12 - 0 Comments

Nestlé recently announced its plans to reduce and scale back its operations¹ in Sub-Saharan Africa citing that the middle class in the region is not growing according to expectations. In a follow-up to the news Quartz Africa² stated that Nestlé might have forgotten to mention that its business focus did not pay enough attention to the potential that lies at the bottom of the pyramid (BOP).

Posted by Creativity Marketing Centre @Creativitymktg at 8:21 - 0 Comments

What is the Secret of Building Brands in a Developing Market?

Apple got it wrong, Samsung got it right.

Feyi Olubodun, General Manager and COO of Insight Communications & International Associate of the Creativity Marketing Centre was invited to speak at ESCP Europe's London Campus. He shared his experience in the Nigerian market with participants from the MSc in Marketing & Creativity (MMK) and Executive Master in Marketing and Creativity (EMMK) programmes.

Feyi Olubodum said "Nigeria is currently recognised as the largest economy in Africa, larger than South Africa".

We have seen so many clients that have tried to come into the market without succeeding and then they pull out. Over the years I have discovered that this real secret is being able to arrive at the confluence ofcommerce, culture and the consumer.

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