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
For the Stratégies prize, a jury of marketing,
brand and communications directors selected Landor's entry above
all others: "The Grand Prix must honour great courage and vertical
integration between insight, idea and execution," said jury member
Olivier Auroy, Global Corporate Director at
design agency CBA.
A new platform of philanthropy in
With local funding of new opera and ballet in long-term decline,
ESCP Europe graduate Edilia Gänz (MMK Class of 2013) worked with
Jerôme-François Zieseniss, Chair of the Friends Circle of La Fenice
in Venice and of the French Committee to Save Venice, and ESCP
Europe alumnus Jean-Yves Kaced (Master in Management, Class of
1983), Director of the Association of Friends of the Paris National
Opera (AROP), to launch the FEDORA organisation in 2014. A new
network connecting philanthropic organisations from opera houses,
festivals and friend associations across Europe was born, and
prizes for new works were launched.
Working with Master Students
In 2013, to help prepare the launch of the new network, Ms Gänz,
Director of FEDORA, commissioned a Company Consultancy Project from a team of
ESCP Europe MSc in Marketing & Creativity students.
The students conducted research and made recommendations on the
approaches to branding and marketing for FEDORA. During the project
phase in autumn 2013, the team delivered their research outcomes
and strategic concepts.
"The student team really embraced the
co-creation aspect of the project and showed great dedication,"
said Ms Gänz. "They did an excellent job, using their analytical
and creative skills in order to put forward strong ideas on how to
develop a sustainable value proposition for FEDORA."
Introducing a Design Agency
Harnessing the strength of its network in the creative sector,
ESCP Europe then put Edilia and FEDORA in touch with Luc Speisser,
Managing Director of Landor in Paris. His team were then able to
build on the research and strategy developed by Edilia with the
assistance of the students, to create a visual identity for the
brand with a new 'stepped' logo echoing the steps up to the stage
and a cut out 'F', the initial letter of the name, as well as a
visual code for the FEDORA Prizes. Landor also developed the
branding strategy and guidelines for all of FEDORA's
Co-creation: a winning proposition
The co-creation process is one of the cornerstones of ESCP
Europe's MSc in Marketing & Creativity. Orchestrating rich and
valuable collaborations between diverse, sometimes unexpected,
partners requires a creative approach and is encouraged throughout
the programme. ESCP Europe is one of only a few business schools
that teach and practice co-creation.
The power of co-creation as a creative activity has been
recognised in the winning of the 'Stratégies Grand Prix of Design
2015' in France and the international D&AD Award.
It is rare for a business school,
client and agency to collaborate in this way, but between them,
ESCP Europe, FEDORA and Landor have shown it is to be
"We are honoured by this award since the D&AD Awards celebrate
the finest creative work in the world," said Luc Speisser, Managing
Director of Landor Paris.
The winning campaign can be viewed here: http://www.strategies.fr/grands-prix/284/grand-prix-strategies-du-design-2015/palmares
About the MSc in Marketing & Creativity
ESCP Europe's MSc in Marketing & Creativity is an 18-month
programme taught in English at our London and Paris campuses. Its
groundbreaking curriculum integrates traditional lectures and
creative industry seminars, as well as a professional internship,
thesis, direct experience in a developing market, and consultancy
project for a corporate client. The programme begins every January,
with the next intake joining us in January 2016.
Aimed at postgraduates holding Honours degrees in any discipline,
the MSc in Marketing and Creativity course offers all the elements
of a high-level MSc programme and an innovative approach which
places creativity at its very core. Our graduates excel in their
subsequent dynamic careers by learning to unleash the value of
creativity both in themselves and in those around them.
The creativity element is infused throughout the MSc in Marketing
and Creativity's 18-month programme and reflected in the
illustrative cases and best practices from the creative industries.
Specialist seminars on fashion, design, architecture, film, music,
language, art, theatre and advertising are built in throughout
thanks to our partnerships with UK and European beacons of
creativity. Students benefit from studying in both London and
Paris, two of the world's recognised centres of creative
excellence, as well as from the support of the School's outstanding
By pairing this unique focus with almost 200 years of expertise,
we provide MMK students with one of the most striking,
thought-provoking and - above all - career-broadening Marketing
masters currently available.
We are now recruiting for January 2016. Find out more
About FEDORA -The European Circle of Philanthropists of
Opera and Ballet
FEDORA connects 13 Opera Houses, Festivals and Friend Associations
from eight European countries, including London's Royal Opera
House, AROP (Paris National Opera), and others from Belgium,
France, Germany, Italy, Monaco, Spain, Sweden, and the UK.
According to its Director, ESCP Europe alumna Edilia Gänz, the
FEDORA organisation's aim is to nurture the renewal of opera and
ballet from a platform of Opera Houses, Festivals, Friend
Associations and private donors. She said: "We believe in
federating energies and supporting emerging artists of exceptional
talent in the field of the performing arts, through the FEDORA
The idea of the FEDORA Prizes for new work was initiated to
promote creativity in opera and ballet. FEDORA collaborates with
major donors who underwrite the 'FEDORA - Rolf Liebermann Prize for
Opera' (€150,000) and the 'FEDORA - Van Cleef & Arpels Prize
for Ballet' (€100,000). An international competition is now live
with expert juries. Ms Gänz said: "We wish to pay tribute to Rolf
Liebermann for igniting FEDORA's vision over 20 years ago."
About Edilia Gänz
After graduating with a degree in Business Administration from
Mannheim University in Germany and working with the Mannheim
Philharmonic Orchestra, Edilia Gänz joined ESCP Europe's MSc in
Marketing & Creativity in January 2012. She was a founder
member of the 'Marketing for Change' charity initiative associated
with her course, and class Valedictorian at graduation. After her
studies, she took an internship at the AROP - The Association of
Friends of the Paris National Opera, based at the Palais Garnier in
Paris. Following her internship the Director of the AROP and ESCP
Europe alumnus Jean-Yves Kaced (Master in Management, 1983),
appointed her project manager of FEDORA and, as the project grew,
she was promoted to Director of the new organisation she helped to