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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 Tom van Laer - @tvanlaer at 10:13 - 7 Comments
Tom van Laer answers the question posed after his post of 17th October, 2012 Thank you, Abhijin, for this interesting question. Depending on your age and memory, developments in the modern marketing industry seem radically new or reassuringly old. To me the past five years have seemed like the former. I perceive a new deal: Whereas in the past 150 years, media have been pushed to people, today consumers get to be part of the conversation. Using a Facebook-inspired approach, I argue that companies can piggyback on social actions by online users, because people ultimately influence people.
Posted by Darren Oddie - @DarrenOddie at 9:57 - 6 Comments
IT, Finance and Business Intelligence are no longer the only users of large streams of data: Marketing departments are starting to leverage ‘big’ data more and more, often to drive creative outputs. AGILEci recently worked with a team of Marketing & Creativity postgraduate students at ESCP Europe to evaluate this trend and the relevance in achieving tangible results for marketers. We uncovered some very interesting insights, but before I plunge into the highlights, we have to put big data into the marketing context first by looking at what marketers are focused on and/or concerned about.
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 Tom van Laer - @tvanlaer at 10:11 - 3 Comments
150 years ago, Uncle Tom’s Cabin of Harriet Beecher Stowe played an important role in galvanizing public opinion against slavery. That is a novel written by one individual. However, in the past 150 years, communication was mostly one-sided from the company to the customer. Today, the power of the narrative returns as consumers get to be part of the conversation. Marketing communication has become symmetric. Lots of Internet users update their profile pages on Facebook, Twitter, or other social media sites. Whether in the form of status updates or tweets, they share creatively written stories or photos and videos about themselves and their experiences and narratives have the power to change our beliefs.
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.
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 Minas Kastanakis at 10:37 - 1 Comments
This week, my colleagues and I hosted the Distinguished Chair of Business Administration, Professor of Marketing Charles Ingene of School of Business Administration, The University of Mississippi, USA. Chuck and I have a long standing relationship and, dare I say, friendship. We met for the first time at the Academy of Marketing Science 2010 Conference in Portland, Oregon and started to exchange views on some topics we both work on - albeit from different perspectives. He has helped me reviewing some of my papers and has always been giving top-notch advice; he is a thorough and generous mentor. Chuck has published extensively in all the top marketing journals (JM, JMR, JR, JAMS, MS, HBR) and has written some of the most influential - ever - papers in the area of Retailing. He has been the Editor of the Journal of Retailing and is currently at the editorial board of several top journals.
Posted by Tom van Laer - @tvanlaer at 16:18 - 1 Comments
This week, my colleagues and I host associate professor Kristine de Valck of HEC Paris, France. Kristine has a long-lasting relationship with ESCP Europe. Luca Visconti and she go way back and she knew Ben Voyer already when he was still a PhD student. Kristine and I bonded over a lunch of dry chicken at the European Marketing Academy Conference in Nantes, France in 2009. Kristine has written some influential papers on marketing, such as one in the Journal of Marketing in 2010 on networked narratives and the tension bloggers feel when they are faced with the question of whether they would discuss a product experience on their blog or rather avoid looking commercial.
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How to Build a Billion Dollar App - 7 Comments
Posted by Creativity Marketing Centre @Creativitymktg
at 24/06/2015 7:49
Who's creative, who's not? - 3 Comments
Posted by Benjamin Voyer
at 09/11/2012 10:00
‘Growth hacking’, the new marketing trend in startups - 3 Comments
Posted by Vishal Kapadia - @vishkap
at 05/11/2012 15:10
The Vicious Spiral of Consumer Expectations of Creative Brands - 2 Comments
Posted by Benjamin Voyer
at 07/01/2013 12:45
Are retail stores dinosaurs? - 1 Comments
Posted by Minas Kastanakis
at 15/03/2013 10:37
Kristine de Valck, dry chicken, and paintball - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 05/03/2013 16:18
Shakespeare was wrong - 1 Comments
Posted by Peter Stephenson-Wright
at 12/02/2013 13:50
How should companies respond to stories in social media? - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 19/11/2012 11:50
Value as process - 1 Comments
Posted by Vlad Glaveanu
at 16/11/2012 11:31
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