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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 Marie Taillard at 9:22 - 0 Comments

The Austrian-American economist Joseph Schumpeter is well known for coining the term "creative destruction." The term refers to the cyclical phenomenon in economics whereby markets destroy themselves from one generation to the next.  This phenomenon has accelerated and become more obvious in the 21st century as a result of the internet and globalization. Marketers cannot ignore the fact that markets, whether defined geographically, demographically or by product, cannot be counted on in the long term and have become more and more transient. The markets for instant cameras, for hand-held calculators, and more recently for MP3s have all but disappeared. The reason they've disappeared, or been destroyed,  is simply that new technology, new solutions have been invented that have allowed users of these devices to get the same jobs done - record an important moment, speed up calculations, listen to music anytime anywhere - in less time, more efficiently and often with more benefits.  Not only are the important moments recorded, but they can be shared instantly with anyone in the world, the same patterns of calculations can be repeated on massive amounts of data with little human intervention, and music is accessed from a cloud. Those companies that harnessed creative destruction in these markets were a step ahead of the game and redefined their products and markets in terms of the new jobs they allow their customers to perform.

Posted by Creativity Marketing Centre @Creativitymktg at 10:34 - 0 Comments

The phrase that "any publicity is good publicity" does not always apply.

Luxury brand Rolex faced this matter when they were associated with demonstrations in Milan.

The Italian government hoped the Milan Expo global trade fair would hit the headlines for positive reasons, focussing on the benefits of investing in this Mediterranean country's industries after several years of economic downturn. "In these coming months, the world will be able to taste Italy, its specialities but especially the profound desire it has to write a new chapter of hope," said Prime Minister Matteo Renzi.

Posted by ESCP Europe Business School at 9:24 - 0 Comments

Global brand consulting agency Landor's work for FEDORA - The European Circle of Philanthropists of Opera and Ballet - has just won two prestigious awards: the top prize for best global brand design, at the 'Grand Prix Stratégies du Design 2015' awards ceremony, organised by French magazine Stratégies, and also the prize for best 'Branding/Branding Schemes/Small Organisation 2015' at the renowned D&AD Awards, to be presented in London next month.


This brings to fruition a fascinating collaboration between ESCP Europe Business School's MSc in Marketing & Creativity (MMK) students, FEDORA and Landor, a relationship the School established in 2013.

Posted by ESCP Europe Business School at 4:45 - 0 Comments

Professor Simon Mercado joined ESCP Europe Business School in April 2015, taking the position of UK Director at its London campus.

For the last 10 years Simon has worked in senior management roles at Nottingham Business School (NBS), part of Nottingham Trent University and one of the largest university-based Business Schools in the UK. He held the positions of Associate Dean, Professor of Global Management and Education, Head of International Affairs, Head of Department, and Course Director during his decade with the School.

Posted by ESCP Europe Business School at 11:15 - 0 Comments

We are delighted to share the news that four of our MSc in Marketing & Creativity (MMK) students won prizes at the 2015 HEC Business Game event.

The HEC Business Game is designed to reveal and develop individuals capable of making a difference in business, both now and in the future. Participants were given real-life problems faced by companies today and challenged to solve them in a limited time as part of a team. The key to success was not only a creative approach to the problems at hand, but also a strong understanding of multicultural management and team-working skills.

Posted by Peter Stephenson-Wright at 4:35 - 0 Comments

In my early years working at an advertising agency, I once presented a creative idea to a client only slightly older than myself, who asked me plaintively: "But how am I meant to know if it's good or not?" His question was not so naive. Many years later, that's still a question that can be difficult to answer. How indeed does one judge the quality of something as unpredictable as a creative idea, when its quality is the one thing that will set it apart?

Last month on a visit to the headquarters of the Lavazza company in Torino with participants from our Executive Master in Marketing and Creativity programme, I think I came across a good answer to that question. I innocently asked our host Matteo Marello: "If quality is so important to you, how do you judge the quality of the coffee delivered by your suppliers?"

Posted by Niek Ploegman @NPloegman at 0:00 - 0 Comments

When I owned a restaurant 15 years ago, my notion of creating value was quit straightforward: buy fresh produce at the farmer's market, combine my grandmother's recipes with the Jamie Olivers and Tom Kerridges of this world to create great food, instill my staff with pride, and work hard. When asked what the key to our success was, we had this simple answer: "Putting a bit of love into everything we do."

In those years we treated value as a "utility" embedded into our food and services, and measurable by the price our customers were willing to pay. We turned the fresh produce we bought at the local farmer's market into beautiful homemade cooking, and served it with loving care. We were in charge of the "value chain". All our customers had to do was sit and enjoy. Of course, already at that time the big companies wanted to network with us, meaning a nice price cut in their ready-to-cook produce in return for a stake in the company, something we've always refused.

Posted by Creativity Marketing Centre @Creativitymktg at 5:39 - 0 Comments

The London campus will hold webinar information sessions for the MSc in Marketing and Creativity (MMK) and Executive Master in Marketing and Creativity (EMMK) on 29th April at 3:00 pm and 26th May at 6:00 pm (UK Time).

There will also be an Open Day taking place on 3rd October, 2015.

Posted by Kudzayi Ngwerume @Kudzayi at 9:47 - 0 Comments

The concept of companies adopting and supporting social innovation programs to contribute to the development of society is gaining momentum. At DAVOS 2015 - there was strong sentiment that social innovation from the private sector is important in tackling some of the biggest issues that societies face today. In the age of the concerned and connected consumer̽, companies are shifting from traditional Corporate Social Responsibility (CSR) initiatives, which have often been viewed as one-off PR tactics, to more involved programs for meaningful change.

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