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BEGIN:VEVENT
DTSTART;TZID=UTC:20180509T150000
DTEND;TZID=UTC:20180509T180000
DTSTAMP:20260412T152828
CREATED:20191219T005024Z
LAST-MODIFIED:20191219T005155Z
UID:4668-1525878000-1525888800@creativitymarketing.org
SUMMARY:C - Suite Lecture Series: Feyi Olubodun
DESCRIPTION:Overview\nStart date  : 9 May 2018\nStart time  : 03:00 pm\nEnd time  : 06:00 pm\nLocation  :  ESCP Business School London Campus \nAs part of the ESCP Business School London campus‘ successful C- Suite Lecture Series\, the Creativity Marketing Centre (CMC) was delighted to welcome Feyi Olubodun\, Managing Director and CEO of Insight Publicis – Nigeria’s largest advertising agency. At this exclusive event\, Feyi delivered a 90-minute talk on The Villager – ‘How Africans Consume Brands’ and showcase his latest book\, a fascinating look at what success means in one of the world’s fastest-growing consumer markets. \nProgramme \n15:00 -15:30: Registration \n15:30 – 17:00: Talk starts \n17:00 – 18:00: Networking \nThis talk provided valuable lessons for anyone concerned with marketing in an increasingly multicultural world\, and one driven by the power and reach of communities\, whether digital or traditional. \nThis author is an established speaker at  ESCP Business School and holds a degree in Psychology as well as an MBA from Duke’s Fuqua School of Business. \n 
URL:https://creativitymarketing.org/event/c-suite-lecture-series-feyi-olubodun/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/Africa-CMC.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20180321T190000
DTEND;TZID=UTC:20180321T210000
DTSTAMP:20260412T152828
CREATED:20191218T181715Z
LAST-MODIFIED:20191218T181815Z
UID:4651-1521658800-1521666000@creativitymarketing.org
SUMMARY:Managing Creativity - in yourself and others
DESCRIPTION:Overview\nStart date  : 21 March 2018\nStart time  : 07:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nESCP Business School and its Creativity Marketing Centre were delighted to announce a speaker panel event on Wednesday 21 March 2018 starting at 7.00 pm on ESCP Business School London campus. \nThe theme of the evening’s discussion was “Managing Creativity – in yourself and others”.  Ambitious creative leaders need to step forwards from just being creative thinkers themselves\, they also need to develop the skills necessary to successfully manage and develop creativity in others. Our panel of international experts from diverse industries reflected on the qualities required to manage and lead creative thinking and innovation. \nThis evening forum aimed to pose – and answer – the following questions: \n\nWhat is creative talent and how can it best be managed?\nWhat conditions does the creative mind need to do its best work?\nWhat are the practical and functional disciplines needed to make innovative concepts successful in practice?\n\nModerator: \nPeter Stephenson-Wright\, Director of Executive Education and Programme Director of the Executive Master in Marketing & Creativity at ESCP Business School. \nSpeakers include: \nNick Button\, Graphic Designer and Founder of On The Button\nJeremy Thorpe-Woods\, Brand Strategist and Founder\, Solento Planning\nWill Mercer\, Start-up Strategist and former Head of Strategy at The Trampery \nDuring the event\, members of the audience had the chance to pose their own questions to our panel of experts from the fields of Design\, Brand Strategy and Entrepreneurship\, and afterwards met and network with the speakers\, members of faculty\, students and like-minded colleagues. \nProgramme\n6.30 – 7.00 pm: Arrival & welcome \n7.00 – 8.00 pm: Speaker panel event \n8.00 – 8.45 pm: Networking & drinks reception \nOur Speakers\nNick Button\, Graphic Designer and Founder of On The Button \n \nNick has more than 20 years of industry experience working for major players including Pentagram\, The Partners\, Deutsche Bank\, Unilever\, BBC Worldwide\, Channel 4 and The Independent.  He now manages his own consultancy team which specialises in branding in the fields of food & drink\, property and publishing. \nNick is a highly passionate and enthusiastic advocate of good and effective design. Despite 20 years of constant pressure to deliver and occasional knock-backs\, he still believes he is lucky to have a talent to do a job that he truly loves\, and that allows him to mentor and advise fresh creative talent coming through.\n \nJeremy Thorpe-Woods\, Brand Strategist and Founder\, Solento Planning \n \nJeremy has been a brand and communications strategist for over 25 years\, helping teams to develop creative content worldwide for brands such as Ford\, Tesco\, Smirnoff\, Rexona\, Dulux and Pilsner Urquell. \nHe has led Strategic Planning departments at five advertising agencies: 180 amsterdam\, BlueHive\, Saatchi & Saatchi\, Leagas Delaney and Lowe & Partners\, as well as being Global Strategy Director at AMVBBDO and strategic lead on the ‘Good things come to those who wait’ campaign for Guinness\, voted best campaign of all time. \nHis current projects include working with Twinings in Melbourne and launching a whisky brand in Nigeria. He is also a Director of Cooper Bikes\, and Associate Director of Neurostrata\, a neuroscience research and marketing company. \n\nWill Mercer\, Start-up Strategist and former Head of Strategy at The Trampery \n \nWill is an entrepreneur\, self-confessed strategy geek and intrepid adventurer. With a master’s degree in Physics and early experience turning around under performing businesses for Lloyds Bank\, he now mentors and advises numerous tech start-ups and entrepreneurs. \nPrior to this he served as Head of Strategy at start-up incubator The Trampery\, closing £2.3m of funding from the EU and overseeing the opening of a new site and a stream of new projects. \nWill currently bounces between London and a fairy-tale chateau in Burgundy\, France which is being transformed into a thriving project space for creativity and innovation. When not ‘strategising’\, he runs stages at music festivals across the UK and Europe\, climbs mountains and sails.
URL:https://creativitymarketing.org/event/managing-creativity-in-yourself-and-others/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/managing-creativity.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20180131T170000
DTEND;TZID=UTC:20180131T210000
DTSTAMP:20260412T152828
CREATED:20191218T181640Z
LAST-MODIFIED:20191218T181917Z
UID:4650-1517418000-1517432400@creativitymarketing.org
SUMMARY:Tech Days: At the Crossroads between Management and Technology
DESCRIPTION:Overview\nStart date  : 31 January 2018\nEnd date: 1 February\nStart time  : 05:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nESCP Business School  and its Creativity Marketing Centre were delighted to announce our free “Tech Days: At the Crossroads between Management and Technology”. The event took place on 31 January – 1 February 2018 at the ESCP Business School London Campus. \nThis fascinating event gave participants the opportunity to hear the latest on digital transformation\, disruptive technology and uncover crucial insights of how the leadership of the future will be impacted. \nThe aim of this forum was to enlighten the audience and explore the benefits of: \n\nArtificial intelligence and how businesses can reshape customer engagement\nHub of All things (Private Data Technology)\nHow to leverage technology to develop a competitive advantage\nIndustry 4.0: The Digital Transformation of the Value Chain in Fashion\nLeadership in the Industry 4.0\, management of the future\n\nProgramme\n\nDay 1 – 31 January 2018 \n17:00 – 18:00: Session 1- Hub of All Things \nModerator:\nHsin-Hsuan Meg Lee\, Assistant Professor of Marketing at ESCP Business School and Co-Director of the MSc in Marketing & Creativity (MMK) \nSpeaker:\nIrene Ng\, Professor of Marketing and Service Systems at WMG\, University of Warwick; Chairman and Chief Economist of the HAT Foundation \nIrene introduced the Hub of All Things\, Private Data Account technology that was founded out of over £3m in research funding from the EPSRC and RCUK. The HAT’s docker-contained personal database stores our online data for us through the use of open APIs\, giving individual Internet users a digital persona that reflects their genuine identity and transforming the multi-trillion dollar digital economy in the process. \n18:00 – 19:00: Session 2 – Industry 4.0. : The Digital Transformation of the Value Chain in Fashion \nModerators:\nValerie Moatti\, Professor ESCP Business School\, Academic Director Lectra Chair Fashion & Technology\nCeline Abecassis-Moedas\, Professor\, Universidade Catolica Portuguesa and ESCP Business School\, and Academic Director Lectra Chair Fashion & Technology \nSpeakers:\nRobert Diamond\, Founder and CEO\, Fernbrook Partners\nLaetitia Hugé\, Vice President\, Product Marketing\, Product Development Fashion\, Lectra\nHiba Siddiqui\, Store of the Future at Farfetch\nEvelthon Vassiliou\, CEO\, Alison Hayes\nPierre Mercier\, Senior Partner and Managing Director\, Boston Consulting Group\nDan Hartley\, Global Head of Digital Commerce at All Saints \n19:00 – 20:00: Networking drinks \n  \nDay 2 – 1 February 2018 \n09:00 – 16:00: Session 3 – Young Leadership Forum – Industry 4.0 Case Study\nPrivate session only for ESCP Business School students. \n16:30 – 18:00: Session 4 – Tech Career Forum\nA roundtable discussion on the future of careers opportunities within the technology space. Open to ESCP Business School students and external guests. \n18:00 – 19:00: Session 5 -Industry 4.0 Display\nExecutive Master in Manufacturing Automation and Digital Transformation (EMMA) participants will showcase their Industry 4.0 projects and innovations to all attendees.\n+ Networking & Refreshments \n19:00 – 20:30: Session 6 – Leadership 4.0 Panel Discussion \nModerator:\nGiovanni Scarso Borioli\, Assistant Professor of Information & Operations Management\, ESCP Business School and Director of the Executive Master in Manufacturing Automation and Digital Transformation \nSpeakers: \nJonathan Chippindale\, Chief Executive\, Holition\nTerence Tse\, Associate Professor of Finance\, ESCP Business School\nMauro Fenzi \, CEO\, COMAU SpA\nNicholas Petrovic\, CEO\, Siemens France\nStefano Perego\, Head of  Customer Fulfillment\, Amazon UK\nTony Whitehorn\, CEO\, Hyundai UK\nSimon Mercado\, Director\, ESCP Business School London Campus \nThe cluster of disruptive digital technologies commonly referred to “Industry 4.0” is attracting attention at many levels\, and is already challenging the way we define jobs and functions\, from product design to shop-floors. Little attention so far has been dedicated to how digital technologies are changing the job of leaders. At ESCP Business School we strive to inspire and educate tomorrow’s business leaders\, and we are looking into the future to understand the future leadership “literacies”. In this exclusive session\, a panel of CEOs and Top Executives of international companies\, will share their insights on how their own job is changing\, and together we will set an agenda for Companies and Business Schools to “future-proof” tomorrow’s business leaders. \n20:30 – 21:30: Networking drinks \nAttendees had the chance to meet the speakers\, our world-class faculty\, students and network with other like-minded people. \n 
URL:https://creativitymarketing.org/event/tech-days-at-the-crossroads-between-management-and-technology/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/png:https://creativitymarketing.org/wp-content/uploads/2019/12/tech-days-1.png
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20171012T190000
DTEND;TZID=UTC:20171012T210000
DTSTAMP:20260412T152828
CREATED:20191218T164512Z
LAST-MODIFIED:20191218T182218Z
UID:4632-1507834800-1507842000@creativitymarketing.org
SUMMARY:Have your cake and eat it too... with transactional pricing!”
DESCRIPTION:Overview\nStart date  : 12 October 2017\nStart time  : 07:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nHow to balance price and volume ambitions? How to use pricing techniques to capture volume flows whilst maintaining brand and value perception?  \nESCP Business School and its Creativity Marketing Centre hosted an exclusive discussion on this fascinating topic.  The talk provided an overview of pricing approaches and growth levers to make the most out of each type of commercial deal\, addressing both B2C and B2B environments. The event was followed by a drinks reception\, allowing attendees the opportunity to meet the speaker\, a distinguished cohort of marketing executives with experience across a wide range of industries\, and network with other like-minded people. The event took place on 12th October at 7.00pm at ESCP Business School’s London Campus. \nOur Speaker\nGuillaume Alexandre\, Director\, Pearson Ham Consulting. An ESCP Business School Alumnus\, Guillaume has over a decade of experience in developing\, testing and fine-tuning price management approaches to achieve measurable performance improvements. He has helped clients to build pricing capabilities in more than twenty countries\, to preserve their market share in difficult environments\, support ambitious growth plans or optimise margins \n  \n 
URL:https://creativitymarketing.org/event/have-your-cake-and-eat-it-too-with-transactional-pricing/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/cakes.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20170915T080000
DTEND;TZID=UTC:20170915T170000
DTSTAMP:20260412T152828
CREATED:20191219T005135Z
LAST-MODIFIED:20191219T005149Z
UID:4669-1505462400-1505494800@creativitymarketing.org
SUMMARY:Marketing of Luxury Industries Symposium
DESCRIPTION:Overview\nStart date  : 15 September 2017\nEnd date : 16 September 2017\nStart time  : 08:00 pm\nEnd time  : 05:00 pm\nLocation  :  ESCP Business School London Campus \nMarketing of Luxury Industries Symposium \nLuxury Industries Marketing: Value Creation in the Digital Age \nThe ESCP Business School London campus hosted this symposium on September 15-16th. It was a ‘Special Interest’ event associated with the annual International Marketing Trends Conference which was originated by the Paris campus & Ca Foscari University\, Venice. An audience of around 50 international marketing academics drawn from Europe\, Asia\, Africa & the Americas had access to 38 presentations of papers and a panel of corporate speakers from Burberry\, Lookadok\, FFC (Prof. Pascal Morand) and Cartier\, chaired by Prof. Chris Halliburton. \n\nRegistration\nThe full 2 day conference was open to those delegates who have already registered through the IMT Conference registration process\, for more information please visit: http://www.marketing-trends-congress.com/content/registration-conference-london-2017. \n\nThe plenary Round Table session with invited corporate speakers on Friday 15th\, 10.30-13.00 was open free to all alumni\, and academic & corporate partners. \n \n\nFRIDAY 15th SEPTEMBER 2017 \n\n08:00-09:00: Registration and welcome of participants\nESCP Business School – 527 Finchley Road – London NW3 7BG – UK \n09:00-09:15: Opening speech\nRoom Fortnum and Mason\nOn behalf of ESCP Business School . Pr. Prof. Simon MERCADO -Director ESCP Business School London Campus\, UK\nOn Behalf of the Scientific Committee . Pr. Jean-Claude ANDREANI\, ESCP Business School Paris Campus\, France\nOn behalf of SIM – SOCIETÀ ITALIANA MARKETING . Pr. Alberto MATIACCI\, Sapienza Università di Roma\, Italy\nOn behalf of the Organizing Committee . Dr. Françoise CONCHON\, INSEMMA MARKET RESEARCH\, France / President INTERNATIONAL MARKETING TRENDS CONFERENCE \n09:15-10:30: Plenary session – Academic presentations\nRoom Fortnum and Mason\nChair: Pr. Jean-François LEMOINE\, Université Paris I – Sorbonne\, France\nLINDENBECK B.\, HUNDT M.\, Fern Universität in Hagen\, Germany\nIs Online Always Better? Critical Considerations for Using Online Flagship Stores for Designer Clothing\nMEKONNEN A.\, LARNER L.\, GSM London\, United Kingdom\nThe Impact of digital marketing on luxury fashion brands \n10:30-11:00: Coffee Break\nRoom Burlington Arcade \n11:00-13:00: Plenary session – Round table\n“The Impact of digital tools on the Marketing of Luxury Industries”\nRoom Fortnum and Mason\nChair: Pr. Chris HALLIBURTON\, ESCP Business School London Campus\, UK\nMarjorie CONDORIS\, Transformation Lead BURBERRY\nChloé JAY\, International Director Luxury Jewels CARTIER\nPr. Pascal MORAND\, ESCP Business School/ Executive Director Fédération Française de la Couture\, du Prêt-à-Porter des Couturiers et des Créateurs de Mode\nEric PESTEL\, CEO LOOKADOK \n13:00-14:00: Lunch break\nRoom Burlington Arcade \n14:00-16:00: Academic research sessions\nRoom Fortnum and Mason\nPaper presentations “Luxury industries : The power of digital tools”\nChair: Pr. Shynya NAGASAWA\, Waseda University\, Japan\nPr. 2\nCASTELLANO S.\, PSB Paris School of Business\, KHELLADI S.\, ICN Business School\, CHARLEMAGNE J.\, Marussia Beverages BV\, France\nThe influence of virtual agents on online wine purchasing behavior.\nHIDALGO-BAZ M.\, Universidad de Salamanca\, Spain\nPerceptions of luxury fashion brands\, by differential effects of pure-plays as digital distributors.\nKAUR R.\, Guru Jambheshwar University of Science & Technology\, KAUR P.\, Guru Nanak Dev Engineering College\, SINGH G.\, Altruist Technologies Private Limited\, India\nLeading edge flow of content marketing.\nOMARLI S.\, Corvinus University of Budapest\, Hungary\nEffects of electronic marketing on purchasing behaviors of consumers\, application on students of university in Turkey. \nRoom Selfridges\nAcademic research sessions – Paper presentations “Retail”\nChair: Pr. Béatrice CANEL-DEPITRE\, Université Le Havre\, France\nARRIGO E.\, Università degli Studi di Milano-Bicocca\, Italy\nBrick-and-Mortar retail stores as sustainability communication channels for luxury fashion brands.\nGARDUNO LOPEZ X. J.\, MEJIA ESTANOL R.\, UNAM\, Mexico\nPositioning of clothing brands by the use of the olfactive marketing\, in female students of Mexico City.\nPELLICELLI A. C.\, Università degli Studi di Torino\, PROCACCI S.\, Suzuki Italia SpA\, Italy\nThe meeting between salesman and customer in luxury goods: a new view. A best practice in nautical sector.\nSCHARWEY A.\, FASSNACHT M.\, WHU-Otto Beisheim School of Management\, Germany\nSocial distance in Customer-Service employee encounters: a luxury vs. non-luxury comparison \n17:00-18:30: Private tour of the Museum\nMuseum \n20:00-22:30: Gala dinner\nPlease ask for your nominative invitation at reception desk \nSATURDAY 16th SEPTEMBER 2017 \n  \n09:00-10:30: Academic research sessions – Paper presentations\nRoom Fortnum and Mason\nAcademic research sessions – Paper presentations “Consumer behavior” including 10:30-:11:00: Coffee break in Room Burlington Arcade\nChair: Pr. Jean-Louis MOULINS\, Université Aix-Marseille\, France\nCONTI E.\, Università degli Studi di Urbino Carlo Bo\, Italy\nDomanda di esperienze esclusive e ruolo del lusso e del collezionismo contemporaneo.\nDE VASSOIGNE T.\, DELANNOY A.\, HELENE L.\, Ecole de Management de Normandie – Laboratoire Métis\, France\nThe perception of social identity among secondary school groups : the case of the make-up market.\nFADNAVIS M.\, Institute of Management Technology\, India\nDecoding buying and consumption behavior of female luxury customers from Central India.\nGARCIA-ARRIZABALAGA I.\, Universidad de Deusto\, Spain\, PIPOLI DE AZAMBUJA G.\, Universidad del Pacifico\, Peru\nVariables that affect the purchase intention of Peruvian lucuma.\nGUIDO G.\, Università del Salento\, DE MATTEIS C.\, Università del Salento\, PINO G.\, Università del Salento\, AMATULLI C.\, Università degli Studi di Bari Aldo Moro\, Italy\nInternalised and externalised luxury consumption: Scale development and correlations with personality traits and negative values.\nKLEMM A.\, ZIESEMER F.\, PEYER M.\, Universität Potsdam\, Germany\nSharing in the private sphere: People’s means-end chains behind their motivation to borrow (not) from others.\nLAFRANCE HORNING D.\, Nipissing University – School of Business\, Canada\nConsumer response to cause-related sport sponsorship: Does gender matter?\nPELLICELLI A. C.\, BALOCCO F.\, Università degli Studi di Torino\, Italy\nHong Kong: Chinese consumer’s culture and behavior – Made in Italy products perception and on site internship experience. \n  \nRoom Selfridges \nAcademic research sessions – Paper presentations “Luxury industries: to brand or not to brand?” including 10:30-:11:00: Coffee break in Room Burlington Arcade\nChair: Pr. Professor Klaus-Peter WIEDMANN \, Leibniz Universität Hannover\, Germany\nAISSAOUI A.\, FRIKHA A.\, E.S.C Tunis\, Tunisia\nThe experience of happiness through the consumption of the product of Art and Culture.\nALBANO F.\, SANTAMATO V.\, University of Bari\, Italy\nLa sperimentazione del marketing partecipato nel caso di Matera\, Capitale Europea della Cultura 2019\nBALASQUE J-M.\, Galatasaray University\, Turkey\nLe marketing complexe du street artiste.\nCODIGNOLA F.\, Università degli Studi di Milano – Bicocca\, Italy\nMarket Implications of Art Collectors’ Consumer Behavior: the case of François Pinault.\nDELANNOY A.\, Ecole de Management de Normandie – Laboratoire Métis\, France\nThe impact of the social identity construction on attitude toward luxury brand : the case of the teenage girl consumer.\nLAURENCE D.\, Université de Bourgogne\, France\, PERRON F.\, Université de Lille\, France\nPossession et appropriation d’une oeuvre d’art : une approche exploratoire.\nJIANG Z.\, NAGASAWA S.\, Waseda University\, Japan\nThe Core value of luxury brand: rarity or authenticity?\nPINO G.\, GUIDO G.\, TOMACELLI C.\, RIZZO C.\, University of Salento\, Italy\nThe Effect of Greed and Externalized Luxury Consumption on Individuals’ Intention to Purchase Iconic Artworks.\nVUKADIN A.\, BADOT O.\, ESCP Business School\, France\, LEMOINE J-F.\, Université Paris-I Panthéon Sorbonne\, France\nArtification and shopping behavior: A model proposition. \nRoom Harrods \nAcademic research sessions – Paper presentations “Strategic insights in luxury industries “including 10:30-:11:00: Coffee break in Room Burlington Arcade\nChair: Pr. Professor Roger BENNETT\, London Metropolitan University\, UK\nBABOU I.\, Babou Conseil / IPAG Business School Paris\, LEROUX E.\, Université Paris XIII Sorbonne Paris- Cité\, France\nAutomobiles: the amazing adventure of democratized luxury.\nCARRASCO R. A.\, FORERO-BRICEÑO L. N.\, GARCÍA-MADARIAGA J.\, BLASCO M. F.\, Universidad Complutense Madrid\, Spain\nEvaluation of the Quality of Service of the Telecommunications Sector in Spain from the Perspective of User.\nEL EUCH MAALEJ M.\, INSEEC Business School\, SALVADOR M.\, INSEEC Business School\, FROCHOT I.\, IAE Savoie Mont Blanc – CITHEME\, France\nLocalized products: products serving gastronomic luxury.\nEL-NEMR N.\, CANEL-DEPITRE B.\, TAGHIPOUR A.\, Normandie Univ – UnivHavre – NIMEC\, France\nDeterminants of hotel room rates.\nGRASSI A.\, CASSIDY T.\, WIGLEY S.\, University of Huddersfield\, United Kingdom\nLuxury fashion brands ownership of private art foundations: A new way of conceiving marketing.\nQURESHI K.\, University of Essex\, POULIS K.\, University of Middlesex\, United Kingdom\nSocial ties in b2b industrial networks and distribution standardization/adaptation strategy for luxury industry.\nZRELLI I.\, Institut Supérieur de Gestion de Tunis-Tunisie\, Tunisia\nModulation tarifaire et insatisfaction des clients: quelle contribution du Yield Management? \n12:30-13:00: Closing Ceremony – Best Paper Award\nRoom Fortnum and Mason\nPr. Jean-Claude ANDREANI\, ESCP Business School Paris\, France . Dr. Françoise CONCHON\, INSEMMA MARKET RESEARCH\, France / President INTERNATIONAL MARKETING TRENDS CONFERENCE. Pr. Jean-François LEMOINE\, Université Paris I – Sorbonne\, France. Pr. Alberto MATIACCI\, Sapienza Università di Roma\, Italy. Prof. Simon MERCADO – Director ESCP Business School London Campus\, UK \n13:00-13:30: Closing Cocktail\nRoom Burlington Arcade
URL:https://creativitymarketing.org/event/marketing-of-luxury-industries-symposium/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/conf.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20170517T190000
DTEND;TZID=UTC:20170517T210000
DTSTAMP:20260412T152828
CREATED:20191219T005502Z
LAST-MODIFIED:20191219T005502Z
UID:4672-1495047600-1495054800@creativitymarketing.org
SUMMARY:MMK Presented: Customer Centricity - Placing Your Customers at the Heart of Your Business
DESCRIPTION:Overview\nStart date  : 10 May 2017\nStart time  : 07:00 pm\nEnd time  : 09:00 pm\nOrganizer  :  Elina Kravchenko\nLocation  :  ESCP Business School London Campus \n \nOur MSc in Marketing & Creativity students were coming to the end of their time at the London campus and moved to Paris to continue their studies. \nBefore that they invited the local community to the ESCP Business School London Campus to attend workshops on topics such as Digital\, Sales\, Branding and Entrepreneurship. These topics were specifically tailored to tackle the obstacles facing local businesses in London. \nThe event took place in partnership with the SaveTheHighStreet movement. There was an introductory keynote speech by retail experts\, followed by the workshops. \nRefreshments and networking sessions were included in this free event. \n  \nAbout the MSc in Marketing and Creativity\nESCP Business School’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. \n  \n 
URL:https://creativitymarketing.org/event/mmk-presented-customer-centricity-placing-your-customers-at-the-heart-of-your-business/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/customers-cmc.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20170510T190000
DTEND;TZID=UTC:20170510T210000
DTSTAMP:20260412T152828
CREATED:20191219T005239Z
LAST-MODIFIED:20191219T005336Z
UID:4670-1494442800-1494450000@creativitymarketing.org
SUMMARY:Which Reality is Best: AR\, VR\, MR?
DESCRIPTION:Overview\nStart date  : 10 May 2017\nStart time  : 07:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nThe Creativity Marketing Centre (CMC) was delighted to host a fascinating event at the School’s London campus\, a roundtable discussing the topic ‘Which Reality is Best: AR\, VR\, MR?’ \nThere is constant current debate surrounding the tipping point of mainstream adoption and future potential of AR\, VR and MR (Harvard Business Review 2017\, Forbes 2016\, Financial Times 2017). \nThe main aim of this event was to enlighten the audience as to the differential characteristics of each technological reality. The presentations and panel discussions identified the strengths and weaknesses of AR\, VR and MR and talked through case studies for each. Representing the AR field was Holition a hybrid creative technology agency who have is history of AR projects with Uniqlo\, Debeers\, BMW\, Charlotte Tilbury and Rimmel. \nInteractive demonstrations of each type of technology were planned\, event participants personally experienced the differences between each solution. \nSpeakers included: \n\nJonathan Chippindale\, CEO\, Holition\nJames E Marks\, Experimental New Media Provocateur\nChristophe Mallet\, Co-Founder\, Somewhere Else\nLaurence Chater\, Director\, Producer\, Editor\, and Education Specialist\n\n  \n\n \n\nOur Speakers\nJonathan Chippindale\, CEO @Holition \nJonathan Chippindale is Chief Executive and a Co-Founder of Holition. Formed as a venture start-up to explore and expand the role that technological innovation can play in communicating with today’s new digital consumer\, Holition is a synthesis of luxury marketers\, retail specialists and cutting edge leaders in innovative and emerging digital technology. They craft premium digital experiences and specialise in Augmented Reality (AR) for pioneering luxury\, fashion and beauty organisations including Richemont\, LVMH\, Kering\, Uniqlo\, Coty Inc and Swatch Group. Jonathan is an External Industry Advisor and Visiting Lecturer at Central St Martins and the British School of Fashion\, a member of the London College of Fashion Digital Think Tank\, as well as advisor to the University of Cambridge Digital Compass. \nJames E Marks @jamesemarks \nJames E. Marks is an experimental new media provocateur. Often described as ‘transformative tech tinkerer’\, a creator of award-winning social video edutainment\, and maker of immersive mixed and virtual reality experiences. With over 20 years of hands-on collaborations with alternative\, pop culture branded and unbranded entertainment. James is SVP / Head of UK Operations for DoubleMe\, a Silicon Valley transformative tech start-up that’s pushing the boundaries of holographic mixed reality (MR)\, as well as the founder of PsychFi Lab & HACKSTOCK Festival. At PsychFi\, he collaborates with the biggest social video & moving image artists\, exploring immersive tech\, psychology\, psychedelia\, sci-fi and pop culture Lumen Prize Int\, Selection Committee\, Member\, Judge\, Honoree\, Shortlisted – The Webby Awards / Lovie Awards (IADAS) The International Academy of Digital Arts and Sciences. \nChristophe Mallet @monsieurmallet \nA VR believer\, entrepreneur and experienced social media & digital strategist with a background in both the music and management consulting industries.\nChristophe has co-founded Somewhere Else; a creative agency specialised in immersive technologies (AR/VR/MR). It exists to partner with brands\, agencies and innovators to help them navigate and reach their full potential in the Age of Experience. \nLaurence Chater @laurence_Chater \nDirector\, producer\, editor\, and education specialist. Laurence is currently freelance. Previously he was a Producer at Room One (roomone.com) where he worked on a number of creative VR projects including the development of the recently released VR Opto headset software. Education Coordinator for Broken Hearted Youth (brokenheartedyouth.com).
URL:https://creativitymarketing.org/event/which-reality-is-best-ar-vr-mr/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/AR.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20170323T184500
DTEND;TZID=UTC:20170323T210000
DTSTAMP:20260412T152828
CREATED:20191219T005627Z
LAST-MODIFIED:20191219T005627Z
UID:4673-1490294700-1490302800@creativitymarketing.org
SUMMARY:Real News: Disrupting the Marketing Organisation
DESCRIPTION:Overview\nStart date  : 23 March 2017\nStart time  : 06:45 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nThe operating system of the global economy is being reworked\, and businesses across different industries must adapt to a new and dynamic reality. Digital disruption is here to stay and that means business change is too\, to leverage the new opportunities.   \nDisrupting the Marketing Organisation \n\nAs brands transform themselves for the digital marketplace\, how can they be sure that their marketing efforts are keeping pace?\n\n\nHow should marketing organisations adapt themselves to match the rapid evolution in consumer expectations?\n\n\nWhat does it mean to manage the transition from one-off interactions with individual customers to continuous engagement with a virtual community of supporters and subscribers?\n\nESCP Business School and its Creativity Marketing Centre hosted an exclusive panel discussion on this fascinating topic with Lee Wilkinson\, Change & Delivery Director at Condé Nast International and David Glasser\, Executive Chair of Ben Uri. The event took place at the ESCP Business School’s London Campus on 23 March at 6.45pm. \nOur two marketing experts have between them a prodigious level of experience working with some of the world’s leading retail and publishing businesses. \nThey are transforming the marketing of two very different brands – one a locally-based NGO but of universal relevance\, the other most definitely global and a premier benchmark in the fashion world. \nBoth organisations have radically evolved their product offer and their understanding of their target audience over recent years\, and now have real news to deliver to the outside world. \nDuring this event\, our panel shared their experiences and learning on the journey so far\, followed by a discussion of what the future may hold for brands with something to say and an open attitude to how they say it. They considered the role of their product in creating and supporting social communities\, and the ways in which consumers can be prompted and surprised into discovering and engaging with a brand. \nThis was a must-see session not only for students\, business executives and practitioners of marketing and marketing communications\, but also essential viewing for anyone interested in the way that brands and brand communities are changing the way we look at the world and listen to those around us. \nThe discussion was followed by a drinks reception\, allowing attendees the opportunity to meet the speakers\, our Executive Master in Marketing and Creativity participants\, a distinguished cohort of marketing executives with experience across a wide range of industries and regions. and network with other like-minded people. \n  \nOur Speakers\n  \nLee Wilkinson \n \nLee Wilkinson is Change & Delivery Director at Condé Nast International\, where he leads product development and the business transformation and growth divisions.     Lee has extensive experience in the digital media online environment working on some of the world’s market leading products.    Previously\, he had been at Hearst since 2012 in the role of VP Strategy & Product Management and before that with News International (NI) where he was Director of Product Strategy.  At NI he worked on the launch of a number of award-winning Web\, Tablet and Smartphone products including the Times and Sunday Times iPad editions\, Times Mobile and The  Times.co.uk.  Prior to that\, he was Head of B2B Product Development at FT.com where he was involved in the development of FT.com subscription\, FT Mobile\, FT Search and FT.com’s B2B products. \nDavid Glasser \n \nDavid Glasser is Executive Chair of Ben Uri\, born in Glasgow\, he built his corporate career at Marks and Spencer Plc where he pioneered the Food Only Store concept and then at Ward White Group Plc\, where he was responsible for development and marketing functions\, up to the acquisition of the company by Boots Plc. He formed Northgate Consultancy\, which advised on strategic development and was involved in a number of businesses from 1990 -2000. He became involved in Ben Uri in the late 90s and agreed to lead the development of a new strategic plan to re-invigorate and re-establish the museum.  In October 2000 he was elected Executive Chair and has operated since in this role full time on a pro-bono basis.  To avoid any personal or corporate conflicts of interest he withdrew from business in 2001 and of collecting to focus on creating a new style of visitor engaging museum addressing contemporary issues and social integration through the visual and creative arts. \n 
URL:https://creativitymarketing.org/event/real-news-disrupting-the-marketing-organisation/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/DM-CMC.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20151009T190000
DTEND;TZID=UTC:20151009T210000
DTSTAMP:20260412T152828
CREATED:20191219T010018Z
LAST-MODIFIED:20191219T010018Z
UID:4676-1444417200-1444424400@creativitymarketing.org
SUMMARY:How to market a movement
DESCRIPTION:Overview\nStart date  : 9 October 2015\nStart time  : 07:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nESCP Business School and its Creativity Marketing Centre hosted a fascinating discussion on “How to market a movement” with distinguished speakers Deborah Hale\, MBE\, Producer of the London 2012 Olympic and Paralympic Torch Relays\, and Charlie Robertson\, Founder of the Red Spider Brand Strategy Agency. \nThe rise of movement marketing is one of the most striking trends in communications today\, whether dealing with cultural trends that develop spontaneously within society or\, increasingly\, the adoption and support of those movements by brands in order to generate differentiation and empathy. Certainly\, the rules and practice of movement marketing need to be remade compared with traditional advertising or even sponsorship\, and there is much new thinking for brands to absorb in this new discipline. Our two speakers bring a wealth of experience in this area from both a strategic and an implementational standpoint. This session promises to be crucial listening for anyone interested in the future trajectory of brand marketing and consumer co-creation. \nThe event took place on Friday\, 9 October at 7.00pm at ESCP Business School London Campus. The talk was followed by a drinks reception\, allowing attendees the opportunity to meet the speakers and network with other like-minded people. \n  \nOur Speakers\n\nDeborah Hale\, MBE\, Producer of the London 2012 Olympic and Paralympic Torch Relays \nDeborah Hale\, was the Producer of the 2012 London Olympic and Paralympic Torch Relays\, one of the UK’s largest ever marketing campaigns. Prior to this\, she was managing director of London Unlimited\, the international marketing agency for ‘Brand London’. She received an MBE in the 2013 New Year’s Honours List. \nIn addition\, she brings experience as Business Marketing Director for Facebook in EMEA\, as communications director and part of the global executive management team at WPP-owned Red Cell Network and as SVP of marketing and communications for McCann-Erickson across EMEA. \nThis year\, Deborah has been working as part of the Project Everyone team on the “Global Goals”\, a UN backed campaign to create awareness of the 17 Global Goals to end extreme poverty\, fight inequality and injustice and  fix climate change by 2030. \n\nCharlie Robertson\, Founderof the Red Spider Brand Strategy Agency.\n \n \nCivil Engineer turned advertising communications strategist who became Head of Planning at Bartle Bogle Hegarty in London before setting up Red Spider in 1994 as an independent international ‘virtual’ network on brand strategy consulting. \nClients have included LEGO\, 3i venture capital\, BBC\, Coca Cola in China\, Diageo\, FOXTEL\, Heineken\, Lil-Lets in South Africa\, National Australia Bank\, P&G\, Qantas\, Unilever\, and a variety of international advertising and design agencies in Japan\, US\, Europe and Australia. He has a growing interest in transformation of organisational culture to improve employee engagement – and ultimately well-being in the workplace and argues that strategy has to work at an individual conversational level. \nHe has won advertising effectiveness awards\, lectured and tutored in strategy for the IPA in UK and 4A’s in USA and run strategy workshops in Scandinavia\, Germany\, Switzerland\, Australia\, USA and Japan. \nHe was appointed an honorary member for life of the Account Planning Group in the UK\, and was Executive in Residence at University of Oregon School of Advertising and Journalism and is published for work in creative strategy. \n\n 
URL:https://creativitymarketing.org/event/how-to-market-a-movement/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/London-CMC.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20151009T190000
DTEND;TZID=UTC:20151009T210000
DTSTAMP:20260412T152828
CREATED:20191219T005924Z
LAST-MODIFIED:20191219T005924Z
UID:4675-1444417200-1444424400@creativitymarketing.org
SUMMARY:Creativity Across Cultures
DESCRIPTION:Overview\nStart date  : 9 October 2015\nStart time  : 07:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nCan ideas really travel freely across borders? How important are local cultural factors for brands building a coherent international presence? And what are the creative secrets that drive some marketing campaigns to universal success while others end in ignominious failure? \nThe Creativity Marketing Centre at ESCP Business School hosted an exclusive Forum on the topic of ‘Creativity across Cultures’. Our speakers were two leading experts in international marketing who shared their insights and advice. \nDuring the session there was the opportunity to put questions to the speakers\, and afterwards the chance to network with our invited guests\, faculty and industry partners. \nThe event took place at ESCP Business School ‘s London Campus on Tuesday\, 28 June at 7:00 pm.  Attendance was free of charge. \n  \nOur Speakers\nFeyi Olubodun is Chief Operating Officer of Insight Communications Ltd\, the leading communications agency in West Africa\, and now a member of the Publicis Group. Originally trained as a researcher and strategic planner\, he holds an MBA from Duke University and has unrivalled expertise in the marketing of international brands in Africa’s largest economy. Feyi joined us fresh from speaking at the 2016 Cannes Advertising Festival. \nAllan Solomon is a former Global Marketing Director for the Carlsberg Group\, where he was responsible for overseeing brand strategy\, consumer engagement and digital deployment. Across a career that has also included roles at Sony\, SABMiller and the FCB agency\, he has been involved in more than 20 product launches and 35 brands. He is currently Consulting Director at strategic consultancy Blue Marlin. \nThis was the perfect opportunity to absorb some leading-edge creative thinking\, learn more about our approach at ESCP Business School\, or simply connect with colleagues and friends.
URL:https://creativitymarketing.org/event/creativity-across-cultures/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/cultures.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20150923T180000
DTEND;TZID=UTC:20150923T210000
DTSTAMP:20260412T152828
CREATED:20191219T010125Z
LAST-MODIFIED:20191219T010125Z
UID:4677-1443031200-1443042000@creativitymarketing.org
SUMMARY:Forum on Health and Environment
DESCRIPTION:Overview\nStart date  : 23 September 2015\nStart time  : 06:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School Paris Campus \nESCP Business School MSc in Marketing & Creativity students Florie-Anne Henry\, Désirée Conese and Angela Gragnaniello organised a fascinating evening discussion with invited guest Thibault Balescut\, Project Coordinator at Génération Cobayes on the current issues surrounding health and environment. \nThe event took place at 6:00pm on 23rd September at ESCP’s Paris Campus (Room R. Martin; Building 3 Room 3). The event was in French. \nThe evening allowed attendees to explore the impact of endocrine disruptors\, pollution\, pesticides and GMOs on human health. \nAbout Génération Cobayes\nGénération Cobayes is a French association that aims to increase student and young professional awareness of the current issues in health and environment. Their efforts focus on endocrine disruptors\, pollution\, pesticides and GMOs\, highlighting their effect on human health via inspiring and engaging events and communications. \n  \n 
URL:https://creativitymarketing.org/event/forum-on-health-and-environment/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/HE-1.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20150709T190000
DTEND;TZID=UTC:20150709T210000
DTSTAMP:20260412T152828
CREATED:20191219T010223Z
LAST-MODIFIED:20191219T010223Z
UID:4678-1436468400-1436475600@creativitymarketing.org
SUMMARY:Brands vs publishers: the race to leverage content
DESCRIPTION:Overview\nStart date  : 9 July 2015\nStart time  : 07:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nESCP Business School and its Creativity Marketing Centre hosted a fascinating talk on ‘Brands vs Publishers: The Race to Leverage Content’ with guest speakers Lee Wilkinson\, Vice President\, Strategy & Product Management\, Hearst Magazines International and Adrián Ruiz-Mediavilla\, Marketing Director\, Viacom International Media Networks. \nThe event took place on Thursday\, 9 July at 7.00pm at ESCP Business School’s London Campus. The talk was followed by a cocktail reception\, allowing guests the opportunity to meet the speakers and network with other like-minded people. \n\nOur Speakers\nLee Wilkinson  \nJoining Hearst in March 2012 from News International (NI) where he was Director of Product Strategy\, Lee has extensive experience in the digital media online environment working on some of the world’s market leading products.  At NI he worked on the launch of a number of award-winning Web\, Tablet and Smartphone products including the Times and Sunday Times iPad editions\, Times Mobile and The Times.co.uk.  Prior to that\, he was Head of B2B Product Development at FT.com where he was involved in the development of  FT.com subscription\, FT Mobile\, FT Search and FT.com’s B2B products. \n  \nAdrián Ruiz-Mediavilla \n\nSpain-born and France-bred\, Adrian spent ten years working for the Publicis Groupe (Publicis\, Razorfish\, Saatchi & Saatchi) in Madrid\, Paris and London.  He is currently is Marketing Director within the international adsales team at Viacom International Media Networks\, leading creative planning at VIMN / Viacom’s in-house creative agency on two fronts:\n– Creative solutions ideation: the development and presentation of bespoke comms solutions (anything from content to experiential) for new business pitches\n– Trade Marketing: to help agencies\, clients and trade media get excited about VIMN\, using toolkits with recent creds or research / results to roll out to global markets or coming up with bespoke events.\nHe also writes for different magazines on topics including football\, food\, innovation\, cinema and World War II.\n 
URL:https://creativitymarketing.org/event/brands-vs-publishers-the-race-to-leverage-content/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/content.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20150609T190000
DTEND;TZID=UTC:20150609T210000
DTSTAMP:20260412T152828
CREATED:20191219T010425Z
LAST-MODIFIED:20191219T154816Z
UID:4695-1433876400-1433883600@creativitymarketing.org
SUMMARY:How to Build a Billion Dollar App
DESCRIPTION:Overview\nStart date  : 9 June 2015\nStart time  : 07:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \n  \nESCP Business School‘s Creativity Marketing Centre presented a stimulating talk on ‘How to Build a Billion Dollar App’ with invited guest 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. \nThe event took place at ESCP’s London Campus on Tuesday\, 9 June at 7.00pm. The talk was followed by a cocktail reception. Attendees had the opportunity to meet the speaker\, faculty members\, and network with Executive MBA participants and other like-minded people. \nOur Speaker\nIn his own words: “I am a seasoned entrepreneur with a number of exits\, and a passion for product development with a strong focus on mobile. A huge fan of data-driven strategy and a love for analytics\, I love building amazing teams and products.” \nGeorge has recently published his book How to Build a Billion Dollar App http://mybilliondollarapp.com and is currently developing an app named IceCream\, a “camera app that never runs out of space”. https://givemeicecream.com. \n  \n 
URL:https://creativitymarketing.org/event/how-to-build-a-billion-dollar-app/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/SM.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20150424T080000
DTEND;TZID=UTC:20150424T170000
DTSTAMP:20260412T152828
CREATED:20191219T010653Z
LAST-MODIFIED:20191219T153639Z
UID:4697-1429862400-1429894800@creativitymarketing.org
SUMMARY:The Secret of Building Brands in a Developing Market
DESCRIPTION:Overview\nStart date  : 24 April 2015\nStart time  : 06:30 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nThe Creativity Marketing Centre at ESCP Business School presented a talk on ‘The Secret of Building Brands in a Developing Market’. \nOur distinguished speaker was Feyi Olubodun\, General Manager and Chief Operating Officer of Insight\, Nigeria’s largest communications agency and recently voted one of the 100 Best Places to work in Nigeria. \nThe event took place on Friday\, 24th April at 6.30pm for a 7.00pm start. The talk was followed by a cocktail reception\, allowing guests the opportunity to meet the speaker and network with other like-minded people. \nFeyi is an inspiring speaker who has visited ESCP Business School before and we can predict an engaging and lively session. He will talk about the influence of various factors such as local culture\, and differences in consumer segmentation as the key to successful new market launches by global brands\, illustrated with examples from his career. He has worked with major brands across the key sectors of the Nigeria economy such as Telecomms\, Food and Beverages\, Beer\, Spirits and Wines\, Airlines\, e-Commerce\, Financial Services and Public Sector branding. Feyi’s experience spans several years with TNS-RMS and Insight in roles such as market research\, data analysis\, new product development\, advertising account planning and business strategy. He is a 2015 Global EMBA candidate of the Duke University Fuqua School of Business. \n 
URL:https://creativitymarketing.org/event/the-secret-of-building-brands-in-a-developing-market/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/audi.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20150416T180000
DTEND;TZID=UTC:20150416T210000
DTSTAMP:20260412T152828
CREATED:20191219T010738Z
LAST-MODIFIED:20191219T010738Z
UID:4698-1429207200-1429218000@creativitymarketing.org
SUMMARY:Management Consultancy Market Update with the Chartered Management Institute
DESCRIPTION:Overview\nStart date  : 16 April 2015\nStart time  : 06:00 pm\nEnd time  : 09:00 pm\nLocation  :  ESCP Business School London Campus \nESCP Business School and the Creativity Marketing Centre (CMC) were delighted to host an event for the Chartered Management Institute (CMI)\, featuring our own professor Dr Davide Sola and guest speaker Richard Stewart\, founder of Mindbench on 16 April 2015 at our London Campus  \nDr Sola opened the event with a welcome speech. \nRichard Stewart discussed the following topics: \n– Trends in the management consultancy market place – which sectors and functional areas are hiring? \n– Opportunities in the UK and internationally for management consultants \n– What are management consultancies looking for in candidates? \n– The application process for management consultancy firms\, and how to improve your chances of success \n– Q&A on management consultancy market place and careers in management consultancy \n\nOur Speakers\nDavide Sola is professor of Strategy and Management at ESCP Business School and visiting faculty at Business Schools in Finland\, India and Italy. He is also Principal at 3H Partners\, who work with multinational organisations and governments in Europe\, US and Africa. \nRichard Stewart is an entrepreneur with a background in international management consultancy services and financial services. Richard is regularly quoted by the leading consulting press including Management Consulting International and Consulting-News.  Richard is also the founder of Mindbench\, an award winning and values driven\, specialist recruitment firm that was awarded runner up in the 2010 and 2009 Top-Consultant Best Recruitment Firm survey. \nWe would like to thank alumnus Michele Cuccovillo for bringing us this fascinating event. \n  \n \n 
URL:https://creativitymarketing.org/event/management-consultancy-market-update-with-the-chartered-management-institute/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/Management-1.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20150327T080000
DTEND;TZID=UTC:20150327T170000
DTSTAMP:20260412T152828
CREATED:20191219T011007Z
LAST-MODIFIED:20191219T154130Z
UID:4699-1427443200-1427475600@creativitymarketing.org
SUMMARY:Facebook Company Presentation
DESCRIPTION:Overview\nStart date  : 27 March 2015\nStart time  : 06:30 pm\nEnd time  : 08:30 pm\nLocation  :  Facebook EMEA HQ \nThe Creativity Marketing Centre at ESCP Business School was delighted to announce that Facebook was hosting a selected group of30-35 students on Friday 27 March\, 2015 at their EMEA HQ in Dublin. \nThe visit included a company presentation\, a chance to network with alumni now working at Facebook\, and the opportunity to find out more about the full-time roles available at Facebook across EMEA. \nThis event was only open to current students at ESCP Business School’s London campus. \nAbout Facebook\nFounded in 2004\, Facebook’s mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family\, to discover what’s going on in the world\, and to share and express what mattersto them. \n 
URL:https://creativitymarketing.org/event/facebook-company-presentation/
LOCATION:Facebook EMEA HQ
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/CMC-FB.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20150130T183000
DTEND;TZID=UTC:20150130T203000
DTSTAMP:20260412T152828
CREATED:20191219T011111Z
LAST-MODIFIED:20191219T011111Z
UID:4700-1422642600-1422649800@creativitymarketing.org
SUMMARY:Creativity & Start-ups
DESCRIPTION:Overview\nStart date  : 30 January 2015\nStart time  : 06:30 pm\nEnd time  : 08:30 pm\nLocation  :  ESCP Business School London Campus \nOverview\n‘Creativity & Start-ups’\nA panel discussion\, followed by networking drinks \nWith special Guest Speakers:\nHolli Rogers\, Former Fashion Director\, Net-a-Porter\nEmeline Wraith\, Founder at Remote Goat and The Nawty Step \nESCP Business School and its Creativity Marketing Centre were delighted to host a stimulating panel discussion with two distinguished marketing entrepreneurs. Our guest speakers shared their career stories\, as well as the power of creativity and intuition in starting up businesses. \nOur Speakers\nHolli ​Rogers ​began ​her ​career ​in ​the ​buying ​office ​at ​Neiman ​Marcus ​before ​rising ​to ​be ​Fashion ​Director ​of ​Net-a-Porter\, ​where ​she ​introduced ​many ​new ​designers\, ​categories ​and ​markets. ​ ​When ​she ​left ​last ​year\, ​Net-a-Porter’s ​founder ​Natalie ​Massanet ​commented: ​”Over ​the ​years\, ​her ​fashionable ​’eye’ ​has ​established ​us ​as ​the ​most ​fashionable ​place ​in ​the ​world ​to ​shop.” ​​The ​world ​awaits ​Holli’s ​next ​step ​with ​keen ​anticipation! \nEmeline ​Wraith ​accidentally ​fell ​into ​the ​world ​of ​start-ups ​by ​winning ​an ​in-house ​’Dragon’s ​Den’ ​competition. Nowadays ​she ​is ​the ​self-styled ​”Chief ​Herder” ​at ​brand ​acceleration ​agency ​Remote ​Goat\, ​helping ​to ​develop ​the ​brands of ​tomorrow. ​​She ​is ​also ​an ​expert ​on ​the ​burgeoning night-life ​economy ​and ​founder ​of ​The ​Nawty ​Step\, ​a ​go-to ​design ​agency ​for ​the ​dance ​music ​industry. ​
URL:https://creativitymarketing.org/event/creativity-start-ups/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
ATTACH;FMTTYPE=image/jpeg:https://creativitymarketing.org/wp-content/uploads/2019/12/start-ups.jpg
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=UTC:20141114T183000
DTEND;TZID=UTC:20141114T203000
DTSTAMP:20260412T152828
CREATED:20191219T011205Z
LAST-MODIFIED:20191219T011205Z
UID:4701-1415989800-1415997000@creativitymarketing.org
SUMMARY:How to Manage Creative Talent
DESCRIPTION:Overview\nStart date  : 14 November 2014\nStart time  : 06:30 pm\nEnd time  : 08:30 pm\nLocation  :  ESCP Business School London Campus \nESCP Business School and the Creativity Marketing Centre (CMC) hosted a stimulating talk on ‘How to Manage Creative Talent’ with special guest speaker Thomas Bucaille\, Director of Talent\, Condé Nast International. \nThe evening provided the opportunity to network with participants of our new Executive Master in Marketing and Creativity\, as well as the Creativity Marketing Research Centre\, campus staff and fellow alumni. \nThe event took take place at ESCP’s London Campus on 14th November at 18.30 pm and was followed by a cocktail reception. \nOur Speaker\n \nThomas graduated from ESCP Business School with a Specialised Master in Media Management in 1988\, following his Masters Degree at Ecole Normale Superieure. His career has taken him from the world of management consultancy at Bain to human resources at L’Oreal and Christian Dior. His present role at Condé Nast International was newly-created in 2012 and covers Condé Nast’s global operation\, including all its publications in all countries. \n 
URL:https://creativitymarketing.org/event/how-to-manage-creative-talent/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
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DTSTART;TZID=UTC:20140923T180000
DTEND;TZID=UTC:20140923T203000
DTSTAMP:20260412T152828
CREATED:20191219T011400Z
LAST-MODIFIED:20191219T154637Z
UID:4703-1411495200-1411504200@creativitymarketing.org
SUMMARY:The Challenges of Marketing Alcoholic Drinks with Eric Benoist\, International Marketing Director\, Chivas Brothers
DESCRIPTION:Launch of the Executive Master in Marketing & Creativity\nStart date  : 23 September 2014\nStart time  : 06:00 pm\nEnd time  : 08:30 pm\nLocation  :  ESCP Business School London Campus \n  \nESCP  Business School launched the new Executive Master in Marketing and Creativity (EMMK).  \nTo commemorate the arrival of our inaugural participants\, we invited Exec Master participants and Alumni members to an exclusive evening event at our London campus on 23rd September. The Keynote speech was delivered by Eric Benoist\, International Marketing Director\, Chivas Brothers\, and addressed the challenges of marketing in the alcoholic drinks segment. \nThe event was followed by a cocktail reception. \nAbout the Executive Master in Marketing and Creativity\nThis innovative part-time programme is designed for current marketing professionals wishing to stay ahead of the curve\, as well as those planning to enter the sector and facing the challenge of getting up to pace. \nThe EMMK offers all the elements of a high-level Executive Master in Marketing\, combined with our innovative\, creativity-focused approach. It combines a series of key modules with group work and Creative Industry Seminars involving corporate partner organisations. \nThe programme is delivered in English by ESCP Business School’s highly-experienced faculty and leading industry practitioners in three diverse locations: London\, Paris and Torino. \nOur Speaker\nEric Benoist took up his role as International Marketing Director of Chivas Brothers in February 2009\, having previously been the Marketing Director at Pernod Ricard subsidiary Martell Mumm Perrier-Jouët in France. \nEric is a graduate from ESCP (Ecole Superieure de Commerce de Paris)\, joining Pernod Ricard in 1993 as Marketing Manager of Non Alcoholic Drinks\, after having worked in various marketing roles in FMCG companies such as Bahlsen and Henkel. \nIn 1997 Eric was appointed Marketing Director of Pernod Ricard Asia and in 2000 became Managing Director of Pernod Ricard Japan. He then moved to France in 2003 taking up the position of Marketing Director at Martell Cognac. From 2005 to early 2009\, Eric was the Marketing Director for Martell Mumm Perrier-Jouët. \nEric is married and has three children.
URL:https://creativitymarketing.org/event/the-challenges-of-marketing-alcoholic-drinks-with-eric-benoist-international-marketing-director-chivas-brothers/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
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BEGIN:VEVENT
DTSTART;TZID=UTC:20120628T093000
DTEND;TZID=UTC:20120628T180000
DTSTAMP:20260412T152828
CREATED:20191219T011639Z
LAST-MODIFIED:20191219T152644Z
UID:4705-1340875800-1340906400@creativitymarketing.org
SUMMARY:Big Data and Marketing: From Analytics to Creativity
DESCRIPTION:Overview\nHow can a creative approach to big data dramatically improve marketers’ understanding of their customers and markets for better results? \nThe unfathomable amounts of highly sophisticated data produced by consumers and accessible to marketers are increasingly difficult to fully comprehend and exploit. Creativity is key. Marketers must ask creative questions and imagine creative uses to extract the full value of big data. \nWe brought together experts from the analytics and marketing fields to help identify key opportunities\, challenges and best practices\, and to formulate creative approaches to exploit the full\, untapped potential of big data in marketing. Confirmed Speakers included leading players in data warehousing and business intelligence\, online retailing\, pharmaceuticals\, financial services\, marketing analytics\, consumer segmentation and profiling and more. \n\nChairperson:\nMarie Taillard\, MBA\, PhD\nAssociate Professor of Marketing\, ESCP Business School.\nDirector\, Creativity Marketing Centre @ ESCP Business School. \nKeynote Speaker:\nEdouard Servan-Schreiber\, PhD\nDirector\, Solution Architecture\, 10Gen \n\nConference Programme\n\n\n\n\nTIME\nACTIVITY /SPEAKERS\n\n\n09:30 – 10:00\nWelcome tea & biscuits\n\n\n10:00 – 10:10\nChairwoman’s opening remarks: Marie Taillard\n\n\n10:10 – 10:40\nKeynote: Edouard Servan-Schreiber\, Director for Solutions Architecture\,10Gen\n\n\n10:40 – 10:55\nPeterAbraham\, Executive Vice President\, Econsultancy\n\n\n10:55 – 11:10\nMax Jolly\,Global Head of Digital\, dunnhumby\n\n\n11:10 – 11:25\nMark Boyt\, Director of Solutions\, Xerox Europe\n\n\n11:25 – 11:55\nRefreshments\n\n\n11:55 – 12:15\nPanel 1:How to be creative at getting value from big data (practice sharing)? \nPeter Abraham\, Max Jolly\, Mark Boyt\, Ben Voyer\n\n\n12:15 – 12:30\nJudy Bayer\, Director of Strategic Analytics EMEA\, Teradata\n\n\n12:30 – 12:45\nNick Moodie\, Business Analyst\, eBay\n\n\n12:45 – 13:00\nJerome Couturier\, President\, 3H Partners; Associate Professor\, ESCP Business School\n\n\n13.00 – 13:20\nPanel 2: Building great creative analyticalteams: \nJudy Bayer\, Nick Moodie\, Jerome Couturier\, Luc Osborne\n\n\n13:20 – 14:20\nLuncheon / Buffet\n\n\n14.20 – 14:35\nNicolas de Cordes\, VP Marketing Vision\, Orange FT Group\n\n\n14:35 – 14:50\nDuncan Ross\, Director of Data Science\, Teradata\n\n\n14:50 – 15:10\nPanel 3: Ethical and privacy issues around creative uses of Big Data: \nTom van Laer\, Nicolas de Cordes\, Peter Stephenson-Wright\, Duncan Ross\, Anthony Rimmer\n\n\n15:10 – 15:25\nSabine McNeill\, Founder\, 3D Metrics UK\, Duncan Ross\n\n\n15:25 – 15:40\nDarren Oddie\, MD\, Agile Customer Insights\n\n\n15 :40 – 16 :00\nRefreshments\n\n\n16 :00 – 16:15\nLaure Reillier\, Head of Seller Propositions\, Europe\, eBay\n\n\n16:15 – 16:30\nMax Ciferri\, Partner\, 3H Partners\n\n\n16:30 – 16:50\nPanel 4: Using creativity to avoid”analysis paralysis” in marketing and sales: \nSabine McNeill\, Laure Reillier\, Max Ciferri\, Darren Oddie\n\n\n16:50 – 17:00\nChairwoman’s concluding remarks\n\n\n17:00 – 18:00\nWine & Cheese reception and networking\n\n\n\n  \nSpeaker Presentation Synopses\nIntroduction\nMarie Taillard\, Director Creativity Marketing Centre\, ESCP Business School\, UK \nMarie Taillard welcomed guests and participants to ESCP Business School and provided a short introduction to ESCP Business School\, the School’s London Campus and the Creativity Marketing Centre.  Against a context of commoditized markets\, consumer scepticism and uncertainty\, marketing departments seem to be losing their influence within their companies and need to rethink marketing in a more creative way – they must achieve a better balance between creativity and rigorous analysis\, be more audacious yet more data-driven\, build on constraints and contradictions\, and above all\, they must abandon “reproductive” thinking and stop following each other into the same formulaic strategies and programmes. The School addresses these goals in its Master in Marketing and Creativity\, now recruiting for its fourth annual intake. \nThe new Creativity Marketing Centre @ ESCP Business School is being launched to create a community of Creativity Marketers in order to build a platform for knowledge and practice exchange\, thought- leadership and theory development. It seeks to do so by combining academic research objectives and corporate practices and challenges. Today’s inaugural event shows the way forward for this new approach.  \nKeynote Speakers\nEdouard Servan-Schreibber\, 10Gen\nComparing the emergence of Big Data to the discovery of paper in the Tang Dynasty\, Keynote Speaker Edouard Servan-Schreiber encouraged the audience to consider the great potential for creativity unleashed by Big Data. Because Big Data is pervasive; easy to capture\, store and transmit; cheap; scalable and deployable\, it constitutes a fertile ground for creative ideas.  To this end\, organisations should nurture a culture that encourages the launch of new data-based initiatives by making data easy for all to access and exploit.  They should facilitate the deployment and scaling of these efforts\, while accepting eventual failures and turning them into learning opportunities. \n  \nPeter Abraham\, Econsultancy\nPeter Abraham\, Executive Vice President at London-based Econsultancy argued that creative approaches to Big Data revolve around change\, complexity and capability.   Change brought about in part by the explosion of customer touchpoints has challenged the traditional “Big Data experts” and made relevant data available directly to marketers\, agencies and e-commerce vendors.  The complexity of the available data demands a customer-centric analysis across touchpoints and a clear sense of what to measure\, when and how in order to yield “soft” data that translates into actionable insights.  Only by developing the required analytical skills will marketers be able to meet the challenge of knowing how to extract value out of Big Data and act on it – their creativity depends on the development of analytical skills and mindsets. \n  \nMax Jolly\, dunhumby\nRetail data expert\, Max Jolly took the audience through a demonstration of how observed behaviours (purchases) can be turned into insights thanks to creative uses of Big Data\, and can in turn provide the basis to offer greater relevance and value to customers over the course of their relationship with a retailer.  Beyond the loyalty objective\, retailers are now also focusing on the advocacy objective – gaining quality insights and advocacy opportunities via social media.  Comparative results from a US-based retail client showed significant performance improvement associated with the use of social media data alongside other behavioural data. \n  \nMark Boyt\, Xerox\nPrint is not dead! In his insightful presentation\, Mark Boyt discussed how Big Data could be used to generate personalised printed content and interact with customers. While marketers store an increasing amount of data about customers\, most mailing campaigns still rely on sending standardised brochures and documents. Mark Boyt introduced the XMPie platform\, by Xerox\, which acts as a smart interface to personalise mailing based on customer information.  Overall\, Mark Boyt believes Big Data can be creatively used to start a dialogue with customers and to better connect with them. With customers being surrounded by marketing messages and information\, a smarter use of the data can result in an improved efficiency of marketing messages. A smarter use of the information also means using modern technologies to interact with customers in new ways (e.g. augmented reality). \n  \nJudy Bayer\, Teradata\nJudy Bayer\, Director of Strategic Analytics at Teradata Europe\, delivered a very inspiring presentation on the creative side of analytics. Her approach is based on adopting an intimate customer-centric view\, often bringing vivid pictures of customers to mind in her quest to better understand their behaviours and their underlying features.  She demonstrated the example of building the profile\, lifestyle and habits of an everyday customer\, by using their retail footprints and mobile phone bills. She illustrated how looking at analytics through creativity\, one can build a full customer’s profile and derive remarkable insights. \n\nLaure Reiller\, eBay\nNick Moodie\, eBay\nLaure Reillier\, Head of Seller Propositions and Nick Moodie\, Business Analyst at eBay presented the unique and highly effective perspective of how the marketer’s (Laure Reillier) and the analyst’s (Nick Moodie) concerted approach to Big Data within the same business unit can result in productive change and increased performance. Their case study illustrated a business challenge they had faced in communicating to eBay’s huge merchant base how best to adapt to the fast changing e-commerce environment. This environment required sellers to update their listings several times a month\, and developed into a programme of automating listing updates\, which was provided with guided support and tool training. The two speakers clearly demonstrated the use and scaling of Big Data data and scaling\, in order to increase accuracy of targeting and content to deliver operational value to their merchants.  They exhibited first-hand the intricate and remarkable cooperation between a business/marketing unit dedicated to offering a better value proposition to their clients and an analyst who understands the business aspects and is able to offer creative solutions to his partner. \n  \nJerome Couturier\, 3H Parners\nJerome Couturier\, chairman of 3H Partners challenged delegates to adopt a Big Data approach throughout the business process and in particular in the decision-making phase.  He presented various ways that companies can gain value and build a competitive advantage by the use of big data in decision-making\, demonstrating the example of a large pharmaceutical and of a leading sports equipment manufacturer. \n  \nNicolas de Cordes\, Orange France Telecom\nCould Big Data help us better understand population movements in Africa? Nicolas de Cordes\, from Orange France\, presented the D4D – Data for Development – program\, piloted by Orange in the context of a UN program. In association with the Université Catholique de Louvain and the Massachusetts Institute of Technology\, the program aim is to make large sets of Telco data\, collected over 5 months in Ivory Coast\, available to teams of researchers from around the world. The project will result in a series of scientific publications\, and will help policy makers improve their understanding of phenomena such as geographical mobility or population density. The project also proved to be a challenging one\, for instance to make sure the anonymity of the data was preserved. Yet\, making Big Data sets publicly available represents a formidable way of sharing a new form of knowledge about populations\, in countries in which existing infrastructures of data collection do not offer such detailed information. \n  \nDuncan Ross\, Teradata\nDuncan Ross from Teradata challenged the audience to adopt a philanthropic approach to Big Data by asking the question\, why are some of the brightest minds of a generation focused on cutting churn rates by 0.2%?  Drawing on recent work by UN Global Pulse (www.unglobalpulse.org) and Datakind (www.datakind.org)\, Ross reflected on the positive impact that data can have on development and on humanity in general.  His remarks were a clear echo to the presentation by Orange’s Nicolas de Cordes on the crowd-sourcing use of Big Data for community development in the Ivory Coast. Of particular interest is the area of intersection between social media and Big Data which can not only provide large quantities of in-depth consumer insights from around the world\, but also disseminate raw data and insights to allow creative solutions to emerge through crowd-sourcing. \n  \nSabine McNeill\, 3-D Metrics\nHow can one turn numbers into words and meaning? Sabine McNeill introduced her concept of ‘software lenses’\, designed to gain deeper insights into consumers’ Big Data. Sabine McNeill argued that the richer insights provided by data can help us to improve our understanding of both actual and potential customers. Sabine McNeill also insisted on the importance of working with reliable metrics\, and made a distinction between marketing metrics – analysing data from prospective customers – and business metrics – analysing actual customers. Sabine McNeill\, who uses advanced mathematics models and visualisation with her clients’ data sets\, argued that seeing more of the data\, especially using advanced techniques\, quickly overcomes the costs of generating these insights. \n  \nDarren Oddie\, Agile Customer Service\nWelcome to the world of Marketing 3.0! While some consumers still adopt traditional consumption patterns\, many markets have been changed by the emergence of new technologies that have transformed consumption patterns. Darren Oddie\, from Agile Customer Insight\, argued that marketers should not stop at collecting and storing information about their customers\, but should endeavour gaining insights from it\, albeit with realistic expectations. However\, marketers should not forget the value of ‘human capital’\, which combined with Big Data insights\, could give companies a real edge. Yet\, the difficulty in finding marketing practitioners that are statistically proficient is often a problem. Darren Oddie also argued that marketers need to work more closely with external partners\, such as advertising agencies and companies specialised in providing consumers insights\, in order to maximise the value of their customer data information. \n  \nMax Ciferri\, 3H Partners\nContinuing on the theme proposed earlier by Jerome Couturier\, Max Ciferri developed the notion of Big Data and decision-making.  In particular he presented an innovative “Control Tower” instrument which allows executives to access analytical reports and deep-dive into specific areas ranging from product sales to customer features to territory specificities.   Using such user-friendly tools\, business and marketing teams are able to avoid the so-called “analysis paralysis” often associated with the availability of overwhelming quantities of data.  Technological advances have made it possible for data to be made available relatively easily and cheaply to individual manager’s desktops and even smartphones.  However being able to use data effectively and creatively in decision-making requires interfaces that structure the data and make it “speak” in a more relevant manner \n  \nPanel Synopses\n  \nPanel 1: How to be creative at getting value from big data \nBen Voyer\, Visiting Professor (London School of Economics) launched the discussion by asking how data can help businesses in engaging and in creating a dialogue with customers. Fundamentally\, personal data such as age\, gender\, marital status can reveal a lot about someone’s behaviour\, as explained by Mark Boyt (Xerox). The discussion was centred around the fact that we are all connected all the time with the rise of smartphone usage. Apps on smartphones are now one of the ways to connect with consumers and huge amount of data can be extracted from the usage of apps. Traditionally\, implicit messages were extracted from customer data\, nowadays explicit messages can be received directly and commonly from customers voicing themselves through social media and the fact that everyone is connected all the time. \nThe next discussion theme was around content creativity. The issue is\, how businesses can communicate more creatively with the help of data in an environment in which customers are demanding more. Peter Abraham (Econsultancy) emphasized on the vast opportunities available for communication both offline and online. The bar for communication content has definitely been raised. As mentioned before\, apps are vastly used these days and because the smartphone is a personal device\, the app is a very personalised communication tool. When a customer uses an app\, they are essentially engaging with the company. Peter Abraham also emphasized the importance of aligning the relevance of channel and content with the target customer. Mark Boyt further commented by saying that the conversation of relevance can change in a moment of time and place; that context is very relevant in determining relevance. As Max Jolly (dunnhumby) said\, the bar is raising but there is still scope to differentiate by doing it really well. \nThe panel discussion concluded with a discussion around the future of data. As data privacy and restriction laws and regulations are getting more rigid\, Max Jolly shared his thoughts that marketers will need to educate customers on how the company is using data. Google is a particularly good example for this. The ethical use of data is predicted to be the next big issue. There is also the issue of companies collecting a lot of data but the market does not see a lot of personalised products. Feedback from the panel on that issue include companies not being able to see the value created by these data and there is a lack of understanding of how marketers can use these data. Marie Taillard (ESCP Business School) suggested a further potential issue of breaking consumers’ trust if information collected is not fully utilised. \nPanel 2: Building great creative analytics team \nWhat aspect does creativity add to analytics? \nJudy Bayer (Teradata): It is qualitative and adds a huge amount of added value. It is incremental. Creativity makes every team richer and more diversified in ideas because of the different skills the team members have. Only creative organizations or organizations which have a creative approach will be leaders. \nNick Moodie (eBay): I think creativity comes in when big data is analyzed. You have to ask the right questions\, which will then help you to get the interpretation and conclusion right. \nEdouard Servan-Schreiber (10gen): Creativity is always needed since math is only a part of analytics. You want to get closer to the customer’s mind – be able to break it down and quantify it. \nJérôme Couturier (3H Partners): There is no analytics without creativity – it is a must\, not an option. To make sense of all the mass of big data\, creativity must be applied. \nAudience member: Often when you ask an analyst\, there is either a wrong or a right answer – which is often not correct and you have to look at the whole picture (creatively!) \nJudy Bayer: There is a new trend in society – everyone wants to network and people are collaborating on every level. Therefore society is moving and enabling the process that analytics will be moving towards a collaborative fashion as well. \nAudience member: Do you think that there are enough institutions at the moment which are teaching and enabling this combination of creativity with analytics? \nJudy Bayer: There are a few programmes developed but mostly not since the institutions are still lacking interest. \nEdouard Servan-Schreiber: No! \nChris Halliburton (ESCP Business School): Since the amounts of data have increased so rapidly it is now becoming self-evident that creativity is needed to solve analytical problems\, right? \nEdouard Servan-Schreiber: I do not think it is dependent on how much and how complex the data is\, creativity is required for analytics – big or small. \nJudy Bayer: It is a task for management to implement this principle of operation into everyday life whether you are dealing with a huge amount of data or not. \nLaurence Clavere (ESCP Business School): What is the role and use of big data in product development in your point of view? Is there a big demand for big data from the product marketing itself? \nJérôme Couturier: Back in the old days\, companies used to believe that they understood the market and its demands better and knew what was needed\, but now companies aim to be closer to the customer and need the data and information from the customer’s own behavior to improve and satisfy customer needs and to develop the right products. \nNick Moodie: Yes and you have to analyze the behaviours to be able to draw conclusions regarding what consumers are missing. \nPanel 3: Ethical and privacy issues around creative uses of Big Data \nParticipants in Panel 3 included Duncan Ross (Teradata)\, Anthony Rimmer (Agile Customer Insights)\, Tom Van Laer (ESCP Business School) and Peter Stephenson-Wright (ESCP Business School).  The discussion revolved around the value that Big Data can bring to consumers and more generally to society.  This question puts the onus on analysts and marketers to think creatively about how they can improve lives in a way that is ethical\, relevant to individuals and society at large\, and does not violate consumers’ privacy. Relevance here can be in terms of lifestyle\, convenience and other benefits but also in terms of access to sensitive information.  Much of this relevance also comes from a trade-off between on the one hand\, how much information is captured and the associate privacy and ethical issues and on the other hand\, what the information is used for.  Trust can only be built between consumers and analysts (and the marketers using the data)\, if there is transparency between what is captured\, why it is captured and how it will be used. \nSome interesting points were raised: \n(1)   The government captures much more data than it is able to process and could make great strides towards solving economic challenges if it were to better use captured data \n(2)   Giving greater access to data to a wider range of people who can analyze it productively can potentially increase the value of the data at the same time as promoting greater transparency. \n(3)   The crowdsourcing and philanthropic efforts discussed earlier in the day in the presentations by Nicolas de Cordes\, Orange France Telecom and Duncan Ross\, Teradata\, were excellent examples of the potential societal value that can be extracted from data if the right framework is put into place\, e.g.\, clear value objectives\, broad access\, purging data of any sensitive and irrelevant information and strong privacy parameters. \n(4)   These “out of the box” uses of Big Data can also lead to the development of innovative\, valuable and ethical analytical practices to be used in both the private and public sectors \n\nPanel 4: Creativity in Big Data helps avoid “analysis paralysis” \nPanel 4 discussants included Max Ciferri (3H Partners)\, Darren Oddie (Agile Customer Insights)\, Laure Reillier (eBay) and Sabine McNeill (3D Metrics).  The discussion started with a reaffirmation of the conference’s main theme: creativity is crucial to the productive use of Big Data and necessary to afford better marketing insights.  The panel then went on to discuss another\, often overlooked\, dimension in the role of creativity\, its role in the decision-making process.  In this role\, creativity plays an important role in avoiding the “analysis paralysis” syndrome that results from too much data being easily accessible by untrained marketing specialists\, or even by senior decision-makers.  Not only does data need to be accessible\, it needs to be made intelligible in a way that makes managers able to interpret it appropriately\, in order to be able to use it effectively to make informed decisions. \nThe ability to interpret data\, to apply common sense and to triangulate it with different types of customer insights requires creativity.  One panellist described how prior to making a decision about a proposed change to customer experience\, data was used in the assessment exercise\, but only in tandem with a more qualitative evaluation of how the change would be perceived by customers. \nVisualizing data can make it easier to understand\, more approachable and therefore easier to interpret and to use productively in decision-making.  Clearly the critical challenge here is to ensure that the data is represented and communicated in a way that is most relevant to the audience that will use it.   Some will prefer visual data while others favour a verbal or storytelling approach. \nInstituting a dialogue between analysts and business decision-makers is critical. This dialogue was remarkably well illustrated in the joint presentation made earlier in the day by eBay’s Head of Seller Proposition and Business Analyst.  An important step is for the marketing manager to spend the appropriate amount of time at the beginning of the process thinking about the right questions to ask\, a task for which creativity is key.  Panellists agreed that there is often a gap between what a marketing manager or decision-maker needs analyzed and what is actually analysed.  In order to receive relevant data from their analysts\, marketing managers need to ask the right questions\, and be sure that these questions are clearly understood. In other words\, marketers and analysts need to ensure that they are speaking the same language.  Marketers often complain about analysts delivering unclear analyses\, but it is often the case that the question the analyst has been asked to answer is unclear as well. Therefore\, again\, creativity is required on both sides in order to imagine what the other needs and how it will be interpreted. \nQuestions were asked about the inclusion of social media insights as part of Big Data analyses.  The consensus among panellists was that most companies are still grappling with these types of data\, but that their role can be crucial in gaining a fuller picture of consumers and their attitudes and needs. \nConcluding this topic\, a question was raised about accuracy: how important is it to strive for full data accuracy.  A rather pragmatic answer was given “We always want to know the level of uncertainty we are dealing with\, but of course\, we never have 100% certainty. Not all the information we derive is 100% bullet proof. However\, for a CEO 100% accuracy is not really important. What they really care about\, are the insights and dialogues which is driven from the Data.”  This again confirms the role of data as a starting point for creative problem-solving and decision-making\, rather than a fail-proof solution. In practice however\, panellists confirmed that often a decision will be made on instinct prior to the availability of the data\, which will then serve to confirm the decision.
URL:https://creativitymarketing.org/event/big-data-and-marketing-from-analytics-to-creativity/
LOCATION:ESCP Business School’s London Campus\, 527 Finchley Road\, London\, NW3 7BG\, United Kingdom
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