Desigual - Barcelona

Desigual

The EADA business school was kind enough to host our meeting with popular Spanish brand Desigual. Desigual is a hugely successful company throughout Europe, and there has been considerable growth in sales and international expansion over the past 5 years. Thomas Meyer originally founded the brand from his experiences in Ibiza.      

The underlying theme behind the brand is to be unique. Their fundamental values include inspiring positive emotions, to share happiness and to dress people not bodies. This is clear in their radical clothing designs and brand collection, the values of the brand and the in-store experience. Each store is unique, and utilizes recycled materials as well as unique experiences such as a customization area, or fruit stand. The current concept store contains the ability for consumers to try products, place orders via iPads and have the goods delivered within 24 hours.

Marketing efforts of the brand are often unique and as such receive a lot of interest. One example is the “Kiss Marathon” where a party is held in a public location and people are encouraged to make-out with each other. While sales are not directly induced from this event, it gives life to the brand, and let’s potential consumers experience the brand’s philosophy. Desigual’s marketing efforts have shown they are open to trying new things in an attempt to be innovative.

All-in-all another great company visit, finished off with a visit to one of the newest Desigual stores.

Sonia & Luke

Paris City Summary

Paris City Summary

The team travelled to Paris after a quick last browse in Barcelona. We arrived Paris in the evening where the sky has turned dark yet the excited feeling of everyone was not hidden away.

Right after unloading our luggage, some of the team members followed Sean and Kristy to visit Basilique du Sacre-Coeur. It sits on the highest point in Montmartre. Montmartre is translated as ‘mountain of the martyr” named after the martyred bishop was beheaded in the fourth century. Bascilica du Sacre-Coeur was built 1875-1914. Before the church was completed, the Blessed Sacrament has been on display in a monstrance above the high altar and was being uninterrupted in the Basilica since 1885. Thus, all tourists and others are asked to dress appropriately when visiting the basilica and to observe silence as much as possible. Furthermore, the night view from the hill was spectacular despite of the bad weather. We could see the Paris City from Montmartre and a glimpse of the Eiffel Tower light show.

Ting, Emily, Calre S, & Talia

2012 MMSP Farewell from Paris

The 2012 MMSP has finished up in Paris on Monday.  Some of the group has stayed on in Paris, some have gone back to Italy, some are exploring Amsterdam and Europe in a bit more detail.  About half of the group has flown back to Melbourne and back to the warmer weather.

 Our farewell dinner in Paris was at le Chartier, a very French type of restaurant, the group was in fine form and ready to let their hair down. After dinner we headed to a local bar where we had an awards ceremony, prizes and plenty of speechs.  After nearly 2 1/2 weeks of travelling together, everyone has become great buddies and no one will foget the MMSP Program.

Sean & I have had a great time with such an amazing bunch of people, its been a pleasure. We look forward to seeing you all on presentation day in March.

Until then safe travels,

Kristy & Sean

L'Oreal & McCann - Paris

Experience. Truth. Values.

The final MMSP company visit was one of insight and discovery, covering areas all members of the group had great interest in. From the visits in London and Barcelona, the group carried high expectations for Paris and was pleased to have these fulfilled. 

The McCann Worldgroup of France extended their hospitality to us with a spread of refreshments, as we were most welcomed by managing director Jerome Guilbert. McCann Worldgroup is a global marketing communications company that work on transforming markets and building a brand experience for their clients. We were most grateful to have three presentations delivered to us from McCann; McCann Erickson Worldwide, a leading advertising agency network, MRM Worldwide, who focus on the digital communications element of the business and L'Oreal, the world’s largest cosmetics and beauty company. 

‘Truth well told’ was the stimulus behind McCann’s vision, and through the watching of numerous advertisements the group were able to grow an understanding about how this concepts is used in the advertising world. Case studies included; L’Oreal, Nespresso and the French Department of Health.

Eric, the chief strategist from MRM Paris was next to present, shifting the group’s focus to the digital world. Eric discussed the importance of relationship building with clients and how the many channels of digital are used to address consumers from numerous contact points. The main notion is to build a brand that is useful, acquiring, interacting and retaining.

After a break for lunch, Marion, the McCann manager for L’Oreal, gave the final presentation. L’Oreal, although seen as a brand of glamour, sophistication and innovation has seen to many years of transformation, to ensure this brand image has been kept constant from past, present to future. The group learnt that as the aspirations of women, and their perception of beauty changes so too does the L’Oreal ideals. A marketing concept has hence been carried out to make the science of the brand more sensational, ensure the spokespeople are self fulfilled personalities, to provide depth and authenticity and to give a narration through advertisements that is enriched and engaging. Through these concepts L’Oreal has been able to express their vision flawlessly and build a brand territory that leads the cosmetics and beauty industry worldwide. 

To complete the day, the group was fortunate enough to be invited to the L'Oreal factory in Paris, where a guided tour was undertaken. After a presentation into the behind the scenes of the company, the group dressed in lab coats and hairnets and walked through the factory. It was most interesting to see the products at their beginning stages of life, especially after previously learning at the McCann presentation that quality and superiority is key to the L’Oreal success.

Emily & Clare S

London City & Social Summary

Well London swang like the pendulums do. Bobby’s rode on bicycles 2 by 2. With visits to Westminster Abbey and the tower of Big Ben. Kristy’s cheeks were rosy like those of little children.

Jet lag set in on our first day in London with one member of the group(IAIN!) sleeping for an unbelievable 18hours straight!! While others discovered the delights of a certain stage show, one of Zac and Lukes’ personal favourites, Cirque du Solei. The next morning though, refreshed and enthused we travelled to Marks and Spencer and were wowed by an amazing presentation on their market leading approach to sustainability. After an illegal photo outside the building and a quick ‘trip’ down the stairs by Kristy, we travelled to JC Decaux the outdoor advertising company. There we learnt about innovations in the field from the newest in public toilet technology to interactive bus shelters that dispense coupons. With night drawing upon us most of the group ended up having a Mexican fiesta in Soho and ate tacos all night long….

Arsenal was our next destination, arguably one of the most amazing stadiums we had ever seen. We toured VIP areas and the players change rooms and of course asked lots of questions. Our last visit of London was to Westfield where we were given a fully personalized and very detailed tour of the huge centre. Learning about every aspect of the services they offer to their consumer. That night most hit the Pubs for a true local London experience.

Our last day in London was a free day, the weather cold but that did not stop some fearless explorers in the group hopping on an open air bus ride for 3 hours touring the sights of London. We single handily improved the British economy with all our shopping, Lilly fell in love with Selfridges and that night Alisha fell in love with Jersey Shore (sorry I mean Jersey Boys).

Then it was off to the airport eagerly anticipating the next leg of our journey but with all of us wishing, like the wise words of the waifs that we were in London still. To be continued…..

Aimee & Rob

JC Decaux - London

JC Decaux

As we travelled the major highways making our way to JC Decaux, we were able to observe a number of billboards created the outdoor advertising company providing a preview of what was to come. Upon arrival we were given a tour of the outdoor show room, displaying their range of outdoor furniture and advertising tools. It was helpful to witness physical examples of their products and innovations before hearing about the ideas behind them from Cassie, the communications manager, and Lucy, the insight executive from the JC Decaux research team.

JC Decaux was first created by Jean Claude Decaux in France, it now exists in over 50 countries in 5 continents. Their two main initiatives involve providing Public Services to Local Councils, in the form of bus shelters, bins and public conveniences, which also serve as a means for their second main function, outdoor advertising. Within the UK, they have expanded their portfolio by acquiring and rejuvenating public phone boxes, creating a new platform they now refer to as StreetTalk which is popular for advertising targeted at youthful demographics. They also provide clients the ability to utilise digital advertising which allows for greater creativity and the ability for update their platforms and material with much shorter lead times. Examples included the use of live tweets in a campaign implanted by Europcar and the domination of one of London’s main railway stations by Land Rover who utilise e-motion technology featuring images of their cars circulating the digital screens surrounding the station. Such technological developments have seen the need for JC Decaux to reconsider their marketing approach, as they look towards selling directly to brand creatives, who can better understand the value of their new platforms, and bypassing the media agents they have traditionally worked with. Following the presentation and witnessing the innovative technologies of JC Decaux, it became evident that Melbourne’s outdoor furniture and advertising landscape is outdated, underutilised and has great potential for rejuventation.

Char and Adriana

EADA Business School - Barcelona

EADA Business School

Following our quick visit to the fresh food market on Las Rumblas, our bus driver Jose dropped us at the EADA Business School in central Barcelona. Here we met with one of Sean's academic colleagues, Alexis  Mavrommatis, who was represents the  EADA Business School and hosting our visit.

Alexis played a brief presentation that provided us with an overview of career development programs available to the 6,000 students EADA educate annually. The Spanish Institution believe that ‘learning is achieved by doing’ and the 200+ professors currently employed place a strong focus on active participation whether it be in their Innovation Centre, Retail Management Centre or Center for Corporate Sustainability Impact.

Since its establishment in 1957, EADA has achieved exponential success. Today it is considered one of the top 27 business schools in Europe and its MBA program was ranked 84^th by The Financial Times in 2011. Along with a host of other industry awards and collaborations, EADA appears to have a strong presence in the professional development and training sector on an international scale.

Iain & Brigitte