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Posted by Ana Cristina Da Silva at 7:54 - 0 Comments

I could write endless pages on how the MSc in Markerting and Creativity (MMK) changed my life. For now, I'll just share a couple of paragraphs that briefly explain: How the MMK contributed in me choosing a start-up, why I decided to work at Teads and how I use the MMK learning in my work.

If it feels right, it probably is.

The MMK changed my thinking process and work structure; it saved me from following the norm and traditions without asking "Why". That was definitely a factor that led me to choose a start up company in the first place. This would have never happened if I hadn't applied to the MMK. Most probably I would be working in a big corporation because, conventionally, that's a big achievement for a CV. There is no right or wrong company to work for, but after the MSc I knew I would fit better in an environment that would give me the opportunity to grow naturally with the business and that would challenge me to ask "Why" and "Why not" just as the MMK did.

Posted by Peter Stephenson-Wright at 4:01 - 0 Comments

Creativity Marketers can draw inspiration from anything.  In my case, from Nicole Kidman in the play "Photograph 51" by Anna Ziegler this week.  This tells the story of Dr Rosalind Franklin, the pioneering experimental scientist whose work prompted the discovery of the double-helix structure of DNA.

Despite her essential role in the uncovering of the so-called "secret of life", Franklin was not there for the final breakthrough and did not share in the Nobel Prize subsequently awarded to Francis Crick and James Watson from Cambridge, who finally solved the riddle, and to Maurice Wilkins, her supervisor at King's College London.

Posted by ESCP Europe Business School at 4:29 - 0 Comments

ESCP Europe Business School is delighted to announce the launch of the L'Oréal Professorship in Creativity Marketing, to be held by two of its London-based Professors, Dr Marie Taillard and Dr Benjamin Voyer.

As part of this agreement, L'Oréal becomes a Founding Corporate Member of ESCP Europe's Creativity Marketing Centre (CMC). The CMC provides academic research and published articles on themes such as Consumer Creativity, Cultures of Creativity, Analytics and Creativity, Big Data, Behavioural Science Innovation, and the Emergence of Business Ecosystems.

For L'Oréal and ESCP Europe, Creativity Marketing is a shared domain of excellence.  The partnership strengthens L'Oréal's position in the domain, bringing academic content and input to its internal and external operations. The company will benefit from the high visibility offered within ESCP Europe through participation in the business school's events and contact with its 45,000 strong student and alumni body; and beyond ESCP Europe through academic and professional conferences, media appearances and other events.

Posted by Dr Marie Taillard @marietaillard at 11:06 - 0 Comments

Early November is always a critical time for the Creativity Marketing team. Every year, we take stock of the lessons learnt over the past eight months of teaching the outgoing MSc students as they embark on their internships and thesis research -- the last phase of the degree before graduating in June. As we take these lessons in, we also actively plan for the incoming class starting in January.  

One of the particularities of the MSc Marketing and Creativity (MMK) has always been that we allow the curriculum to evolve continuously. As we observe the management and practice of marketing develop, we assess the importance and impact of each new development, and determine how to ensure it's reflected in the programme.

This year, we are focusing on one key aspect of our programme, which we have come to refer to as "Not By The Book". This aspect is clearly visible in two ways:

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.

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