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Santiago íñiguez, IE Business School Dean, welcomed all attendees

Guest speakers, Juan Luis Pérez – Director of Sales for adidas Iberia (on the left photo) and Günter Weigl – Managing Director of adidas Iberia-, regaled the audience with exciting presentations

All pictures, (c) Otmar Winterleitner IMBA07

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If you could sponsor the biggest sporting event in the world...what would you do?

Find out what Adidas did at last year's FIFA World Cup - A Once in a Lifetime Marketing Event!

On March 21st, Günter Weigl, former Head of Global Football and now Managing Director of adidas Iberia, will be at IE to speak about how adidas marketed itself at the World Cup '06. This is your opportunity to learn more about sports marketing, and to get a chance to speak with adidas Sales Directors after the speech at a networking cocktail.

You will have the opportunity to bring your CV to this event; if you are interested in an internship, post-program internship or work upon graduation with adidas.

Event: March 21st at 19.00 at Serrano 105.

Please note, there is limited capacity (90 seats), please confirm your attendance by sending an email to marketingclub@ie.edu

The Marketing event on February the 7th will introduce you to the world of interactivity!!!

The Marketing club is proud to present Miguel Peixoto de Oliveira, CEO of EDIGMA.

The CEO of Edigma, a successful Portuguese start-up, will share with you how a small company is touching the future, using the latest interactive systems. Learn more at www.displax.com

Edigma.com, SA, founded in 2000, started by developing a wide range of applications for several sectors of organizations to manage their business online and remotely anytime, anywhere they want. Get to know more at the event!

Day: February 7th, 2007
Time: from 15:00 to 16:00
Place: A205 (Maria de Molina, 11)

Due to limited seating (25 seats), prior registration is necessary. Please REGISTER at marketingclub@ie.edu

Since the event will take place at 3.00 p.m., right after classes for a significant number of us, PLEASE TRY TO BE AS PUNCTUAL AS POSSIBLE!

Instituto de Empresa Marketing Day 2006
26th October 2006 saw the second annual Instituto de Empresa Marketing Day. Over 100 students from the MBA, International MBA and Marketing Masters programs were present to experience and learn from the executives of 6 outstanding companies, spanning different industries and sectors.

The event was organized by the Marketing Innovations Club: Kysha Gibson (President), Vanessa Espasa and Cecilia Corripio, all IMBA06. This year marked the first time that the Marketing Day was in collaboration with Daemon Quest, who brought together the panel of prestigious companies: CitiBank, Coca Cola, La Carte des Vins, NH Hotels and Orange.

The day began with two workshops: ROC: Return on Customer by Daemon Quest and New Trends in Loyalty by NH Hotels. These workshops were well attended with topics geared at the analytical as well as the more traditional concept of the creative marketer. Each speaker explored the impact of their work and how their businesses were overcoming current marketing challenges. Students were able to meet and discuss how they could leverage their career in the industry and even learn about the opportunities that the companies had for MBA graduates.

After the workshops, Eduardo Fernández-Cantelli addressed the participants on the importance of marketing and introduced the panel members to the attendees. The panel consisted of: Daemon Quest’s Todd Stein (Partner), Citibank’s Angelo Impoco (Head of Credit Cards Business Development - Europe, Middle East, Africa); Coca Cola’s José Manuel Udaondo (Horeca Strategic Development Manager GCL & Operations); La Carte des Vins’ Javier de Rivera (General Director); NH Hotels’ Oscar Vega (Corporate CRM Manager) and Orange’s José María Cantero de Montes (Director of Marketing - Personal Business Unit).

Special collaborators, Daemon Quest, then chaired the panel (Yelena Zubareva - Consultant Luxury Goods) and lead an interesting discussion on the topic of the day: The Sustainability of Brands and the Future. The discussion drew on the speakers’ real-life experiences. The conversation spanned the telecommunications, banking, luxury, retail, FMCG, travel and hotel industries; with each speaker giving his unique contribution to the meaning of sustainability. Among the various debates, Coca Cola spoke about how it adapts to international markets while NH Hotels confessed that one of their secrets is ‘no surprises’ to the customer and Orange gave some insight into its recent switch in name and logo from Amena.

The event provided an opportunity for IE students to question the speakers on their methods and on the importance of brands and marketing as a means to target, capture and keep loyal consumers. Amidst such a diverse group the one conclusion that emerged was that sustainability lies in constantly innovating and that through only these means, perhaps, a brand can last forever.

The IE Marketing Innovations Club thanks Daemon Quest for bringing us their first-class list of clients and for making the high quality of the Instituto de Empresa Marketing Day 2006 difficult to emulate.

Email us at marketingclub@ie.edu

The Marketing Innovations Club produced yet another eye-opener. This time the event was "Public Relations and Internet", supported jointly by the departments of Information Technology and Marketing at IE.

On March 1st 2006, the students of IE had the opportunity to gain insight into the rapidly growing use of technology in Public Relations (PR). Presenting the topic were:

- Pablo Paniagua, founder of Paniagua Consultores (a Spanish PR consulting Firm);
- Juan Iván Martín, MD and Financial Director from CommPact (a leading Spanish Technology PR firm); and
- Steve Maynard, Director of European Marketing of Visto UK

Visto is the client of both Paniagua and CommPact and provides a platform for mobile email solutions to mobile operators in Europe and USA.

The discussion was focused around two main areas: the emergence and importance of technology in Public Relations and where the technology ends and the marketing begins. The icing on the cake was the case study of Visto itself on how it used technology based public relations to gain footprint at 2005 3GSM Congress at Cannes.

Students at Instituto de Empresa showed immense insight into the industry and came up with questions that tested the knowledge and experience of the speakers. Tools such as Viral Marketing, Webstat, Rapid Action Sites, Virtual Pressroom and many more were discussed in detail, evaluating the pros and cons of each. The case of Visto was special as it also brought to light that technology is an augmenter of Public Relations and thus can not replace traditional PR at the very core.

We thank Commpact, Visto and Paniagua for insight into the fusion of marketing and technology! We also thank Eduardo Fernández-Cantelli and José Esteves from the departments of Marketing and Technology here at Instituto de Empresa.

Comment on the Marketing Innovations Blog http://blogs.ie.edu/marketingclub
Email us at marketingclub@ie.edu

On the 23rd of February, James Dress, International Group Product Manager for Freixenet flew in from Barcelona to give a presentation to the Marketing Club.

James focused on how marketing has been used by the company to make it so successful: it is Spain´s largest cava producer. Using what we are currently learning in our marketing course, James put into context how Freixenet uses the 4 Ps -product, price, place and promotion-.

For example, we learnt how the average person in a supermarket spends 2 seconds in choosing a product; so placing at eye-level becomes important. In terms of advertising, its Christmas adverts in Spain are well-known and it uses celebrities such as Demi Moore to help promote the product.

Freixenet has a large portfolio of different cavas and still wines and is present in all the major markets around the world -so it was interesting to see how the company's strategy varies geographically-. In some markets, such as the US, Freixenet is sold as a premium product, but in Germany (where the average per capita consumption of cava is 6 bottles per year!), sales are price-driven. The black bottle is popular in the UK, the white one in Spain.

To end a very interesting presentation on a high note, Freixenet generously donated bottles of MiniBlack cava, innovative for having an attachable glass and very popular with IE students!

The marketing of Freixenet has been the fisrt event organised by this year IE Marketing Club. The Club´s members are Kysha Gibson (Club Coordinator), Alexander Corrie, Vanessa Espasa Sancho, Vygantas Tutlys, Deepanjan Mukherjee, Álvaro Carpio Colón, and Teresa Molina Talavera, all IMBA 2006.

The marketing club thanks Freixenet for a successful event!

Comment on the Marketing Innovations Blog http://blogs.ie.edu/marketingclub
Email us at marketingclub@ie.edu

27th Oct 2005 played host to the first-ever Marketing Day at the Instituto de Empresa. Over 90 students from the MBA, Marketing Masters and IMBA heard guest speakers from three companies discuss the latest trends and real life marketing issues in their firms.

The event was organized by the Marketing Innovations Club: Yvonne Husmann (President); Ana Cristina Hammond; Ana Patricia Santos Nabeto; Cheryl Chuang; Deborah Waldmann; Giacomo Proli; Isabell Stein; Kevin Couthino; Kostas Tsoukalas; Sabine Eckhoff, and with special support of Nic Hawkins, who set-up the Clubâ's new website www.iemarketingclub.com

Santiago Íñiguez, IE's Dean, opened the Marketing Day with some insights into the increasing importance of marketing in creating innovation for business. This inspiring contribution was followed by the introduction of the three guest speakers and their companies: Gonzalo Brujó, Interbrand Executive Director for Latin America and Spain; Juan José Marco, British American Tobacco Head of Consumer Dialogue Area; and Luis Gasset, Folli Follie General Manager. Each speaker hosted a workshop where they explored the impact of their work and how their businesses were overcoming current marketing challenges. Students were able to meet and discuss career pathways into the industry and learn about the opportunities that the companies had for MBA graduates. These insight sessions led back to the main topic of the day, a discussion, chaired by Miguel Costa, IE's Director of Corporate Marketing, on: "Below-the-line vs. traditional advertising: How to achieve a fully integrated marketing communication". The discussion drew on the speakers'real-life experiences. Coming from industries that whether for reasons of consumer preference or regulation (as in the case of BAT) have to resort to ever-more creative promotion solutions, the speakers shared their realities where marketing practitioners need to stretch their imaginations to engage consumers who have become adept at avoiding traditional media. The event provided an opportunity for IE students to question the speakers on their methods and the ethical scope of below-the-line as means to target consumers.

In his concluding remarks, Miguel Costa thanked the speakers and their companies for continuing to invest in the development of IE students and looked forward to the Marketing Day becoming a regular addition to the IE calendar.

Organizers of the MKT Day, participating speakers and IE Dean gathered for a family picture at the opening of the event