Posts Tagged ‘ie marketing club#8217;


Mary Kay Presentation

Written on July 28, 2017 by Campus Life in Professional

The IE FMCG Club partnering with IE Marketing Club and IE Fashion Club, was delighted to welcome Mary Kay Inc., one of the leading cosmetic companies, at IE Business School.

Business and Human Resources representatives shared with the students their knowledge about the industry, company positioning and opportunities.

With 3.5 million Mary Kay Independent Beauty Consultants and $4 billion in global annual wholesale sales, Mary Kay is a top beauty brand and direct seller in more than 35 markets around the world.

Carin Mazaira, Alberto Hoffmann, Christoph Janke, Lisa Cheng, Flavia Leggio, Diego Lozano

#fmcg #consumergoods #marykay #iebusinessschool
Linkedin Post: Igor

IE Brasil office post on social media´s


The Superpowers of Semiotics

Written on July 14, 2016 by Campus Life in Professional

hanser_semioticsWhat makes smileys sympathetic, stars superior and surfaces seductive? Why we think, or even enjoy the feeling of romance while we see the Eiffel Tower? And of bargains when we notice a product tagged with a yellow-red printed price-label? And why are we usually emotionally opinionated about the company’s logo design, but far less engaged while reading the company’s balance sheet?

On 29th of June, in our very last session of the IE Marketing Club before summer break, Christoph Hanser, an MBA candidate and graduate in graphic design, was providing us a quick introduction into the world of visual communication and the science of semiotics. After a short introduction, the story starts with the cultural shift from the written word to an abundant use of nowadays digital imagery. In this interactive session we were discovering about the relation between image, emotion and imagination, and getting insight in decoding the cause and action by analyzing multiple visuals.

Although we live in an age of ever-increasing images, the cognitive processes behind our image-driven culture are commonly unknown.

As our presenter was highlighting, semiotics, the science on meaning of symbols, however provides surprising insight into the hidden aspects of visual communication and the suggestive power of those non-verbal, implicit codes. This suggestive power derives from the simplification and emotional connection, when we subconsciously process images and visuals, and the relative effort we have to consider processing more logical communication codes, like written words or numbers. Therefore, understanding non-verbal communication and semiotics became an important aspect for contemporary marketing. Nevertheless, we need to ask ourselves if we use those ‘superpowers’ wisely and do not walk down the slippery slope of suggestive manipulation, that could lead to misleading promises and consumer dissatisfaction in the long run.

We hope that everyone enjoyed our last Club session and looking forward to welcome you after some refreshing summer break.


Marketing Day “Sweet Data”

Written on June 28, 2016 by Campus Life in Professional

MKT Day 1On June, 2016, the Marketing Club, joined efforts with Big Data Club, to raise the bar of the Marketing Day event, calling it “Sweet Data”: The charms and challenges of data driven marketing; in order to answer, how companies adjust their global strategy to their local markets? And how to obtain the greatest value from data? These questions were solve through a series of discussion panels and one mystery speaker.MKT Day 2

The first panel was formed by Armen Avakin from Garrison Group; Ignacio Entrena, Johnson & Johnson; Rosa Piorno, P&G and Diego San Roman, Microsoft in which agreed, data is not only about understanding the customer with their environment, but is crucial for having an advantage in  a competitive market. In words of San Roman, “you do not win, until you sell.”


The second panel gave insights for extracting the best value from the information. It was integrated by Marc Lladó from Ad-Pure; Luis Martín, Barrabes; Cesar Moreno, Blue Insights and Cristina Rojo, Nielsen. The discussion entered the audience in a journey from cluster formation analysis to automatize data analytics, positioning the person has the main source of data. As Cristina Rojo explains it, “the process always begins adopting the perspective of the customer, learning to adapt by becoming smarter.”

MKT Day Team 1


The event ended reveling the mystery speaker. His name is James Burton, Director of Possibilities from HeroX, Silicon Valley. The company was co-founded by XPRIZE founder, Peter Diamandis as a platform to incentivize challenges around the world for creating new solutions.


The Art to Brew Big Beer Brands

Written on April 12, 2016 by Campus Life in Professional

Think about an ice-cold beer, a warm Spanish sunny afternoon with your closest mates from class…

Where are you now?                                                      

And are you enjoying a beer?  Or are you actually enjoying the “beering experience”? 



Last Tuesday that was the question of the night! IE Marketing Club have had the pleasure to be in the company of Armen A. Avakian, Partner and Regional Director at the Garrison Marketing  Group and specialized marketing consulting resource for multinational as well as large local brands. He has personally overseen projects that cover over 100 beer brands worldwide and he shared his experience with us. 

From the everyday Mahou, to the summer Corona and a conflict hit craft brew from Crimea, each brand describes the portfolio that makes up our own definition of beering experience. IE Marketing Club had the opportunity to play architect, tackling our very own local pour – Mahou in an actual strategy model by Garrison Group, using the marketing trifecta to understand the components to build a successful beer brand.

With data harvested from some of the biggest market research agencies in the world, like TNS, a beer is designed for very specific audiences – from the ‘Chardonnay Girls’ to progressive intellectuals and hipsters, each having a profile of its own beering experience.

Finishing off­ with the latest trends of what might define the perfect pint – from the curry flavored beer to the rise of ‘nitro cans’, each an experience of beering in itself, we had the chance to keep our conversations running for the second half of our event: Having some chilled drinks at Selfie bar, next corner to our institution


Why ‘Math Men’ are the new ‘Mad Men’?

Written on March 2, 2016 by Campus Life in Geographic, Professional

IMG_4182Following an invite from IE Lebanon and IE Marketing Club, the Omnicom CEO from MENA region, Mr. Elie Khouri has visited IE Business School, 25th of February, and gave us an insightful spotlight on the disruption, currently happening in the Advertising Industry.

Omnicom Group is the 2nd largest communication and advertising network worldwide, with headquarter in New York and accounting for revenues of 15 billion USD annually. Their group includes best-in-class, renowned advertising agencies like BBDO, DDB worldwide, and TBWA.

If we think creative agencies, we probably have this picture of crazy ideas and charismatic influencers in mind, like those drawn in the ‘Mad Men’ TV drama. But the days have changed and the lines have blurred between clients, customers, agencies and the media owners. In example, more and more advertising campaigns using real-life content, generated for almost free, from crowdsourcing the targeted consumers, instead of creating imitating imagery, down from expensive Hollywood Studios. Moreover, Mr. Khouri’s stated that user-generated content is even better to remember and considered as more credible than any other content, prefabricated by advertising agencies.

IMG_4268Following his presentation, Mr. Khouri gave us insight why Math Men are the new Mad Men and to what extent even consumers might be replaced by algorithms in near future. Today data is in the heart of everything and we know more about the consumer from the digital tracing than from asking questions. New professions are born, such as Data Analysts and Engagement Managers.

Moreover, Mr Khouri shared the story of his success in an interview session with our second guest, Mr. Ricardo Karam, who is a well-known talk show-host in the Middle East region. There, the Omnicom CEO gave us encouragement and guidance for our careers. He noticed that for keeping pace with the fast changing world one of the most important characteristics is being agile and able to adapt to the uncertainty of the future.

We are pleased about the strong resonance of our event, that included visitors from the Lebanese Embassy and a large portion of diverse students from our programs at our university. Therefore, looking forward for the next collaboration with our IE Student Clubs and Campus Life, who well supported the facilitation of this event.

IE Marketing Club & IE Lebanon Club Madrid Chapter

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