CMC Blog

Posted by Marie Taillard - @marietaillard at 16:13 - 1 Comments

Three years ago, ESCP Europe Business School launched an innovative postgraduate programme, our Master in Marketing and Creativity. This bold move was based on the strong belief amongst several of us that marketing requires a fresh approach to address head-on the opportunities and challenges that come with technology and engaged customers. We developed a new curriculum and new content for each of the modules in the course. Three years later, 112 marketers have been or are going through the programme, representing upwards of 40 nationalities. Our graduates have joined the marketing staff of large multi-nationals and small start-ups across sectors and around the world. Our initial belief is confirmed every day and we now refer to our brand of marketing as Creativity Marketing.

Creativity Marketing is not about throwing away the know-how and theory that make up marketing as a practice or an academic discipline. It is about questioning and challenging, exploiting paradoxes, injecting audacity, turning ideas on their heads and connecting divergent dots. It embraces a different way of thinking about the relationships between customers, producers and other participants in the value chain. It redefines value and value creation. It places creativity in a head-on collision with rigour and analysis to spawn greater relevance and focus in "market making".

In the spirit of Creativity Marketing, this blog is to be co-created by researchers in different fields around creativity, marketers, marketing students, consultants, strategy experts, journalists and whoever wants to contribute to our collective thinking. We'll look to share our research, our teaching, our findings, our activities and our events. We'll try to ask questions, provoke reflection and encourage discussions. In other words, we will put Creativity Marketing at work and continue to build it.

To kick us off, I want to introduce our upcoming event, our inaugural event on 28 June on Big Data, Marketing and Creativity. In reading about Big Data over the past year or so, I have been struck by two facts. First, there's so much of it that no human can possibly get their heads around what is actually available. Second, there appears to be a disconnect between the people who actually know what to do with the data and the people who need it. Even with the growing availability of smart interface programmes that allow marketers to access the data directly, many marketers still seem limited in their queries and ability to see beyond the sheer volume of numbers. This is where we believe that creativity can make a huge difference. So, we are bringing together experts in analytics and marketing to talk about how creativity can add value to Big Data, how marketers need to look away from the headlights in order to regain a creative perspective on what the data might uncover, how to put teams together that will have this creative approach to Big Data, how to use Big Data creatively, but ethically. Let's be clear: we don't have the answers! We'll be asking them and discussing them.

Join us for this free event on 28 June. Additional information and registration are here.

Latest comments 1 Comments

26 August 2012
An inspiring post-marking the departure to an amazing trip. Well done Marie!

Comment

Captcha
Get Social & Share

Instagram

Latest from CMC Blog
Most active posts
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
Latest posts
12th Annual London Campus Careers Fair our biggest yet!
Posted by ESCP Europe Business School
at 06/10/2017 6:14
ESCP Europe Business School (London) shortlisted for UK Business School of the Year
Posted by ESCP Europe Business School
at 07/09/2017 11:08
L’Oréal & BigPicture2017 : Shape the Future of the Industry of Beauty
Posted by ESCP Europe Business School
at 12/05/2017 6:33
Latest comments
On How to Build a Billion Dollar App by Free FIle Hosting
Tags

Anything in here will be replaced on browsers that support the canvas element

Authors