ESCP Europe Alumni Magazine - n°151 - Novembre/Décembre 2013 - 61

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together a whole range of stakeholders: suppliers,
distributors, retailers, partners, consumers, media
and more, to create value. In many cases, culture,
or a shared set of rules and values, is what actually ties these different stakeholders together.
The Creativity Marketing
Centre@ESCP Europe
At the Creativity Marketing Centre@ESCP Europe, we are currently helping a world leader in the
toy sector to map out and understand the ecosystem around their brand: how it creates value,
how it has evolved and what keeps it together.
The answer is culture all the way. From the vision
of its founder in the 1940s, still deeply etched in
the minds of today's employees, to the remarkable
passion of its users and fans around the world, to
the commitment of its strategic partners and the

clear vision of its current leadership team, culture
in the form of practices, values and roles is shared and enacted. Our research shows that these
cultural traits are so deeply linked to the process
of creating value that they are both a driver and a
result of the process. In other words, while it is shared values that brings these stakeholders together
and drives their joint activities and shared objectives, it is also through these activities and objectives that stronger cultural ties keep developing.
* Dr. Marie Taillard is an Associate Professor of Marketing
based on the London Campus of ESCP Europe. She
is the Academic Director of the MSc in Marketing and
Creativity and the Director of the Creativity Marketing
Centre@ESCP Europe. She blogs regularly at
www.creativitymarketing.org and on the Harvard
Business Review website, www.hbr.org.
Follow her on Twitter @marietaillard.

●

MSc in Marketing and Creativity

Culture is at the core of several programmes at ESCP Europe. The MSc in Marketing and Creativity
is an 18-month postgraduate programme on the London and Paris campuses which focuses on the
role of creativity in marketing. The role of culture in marketing and management is a central theme of
the programme. Graduates of the MSc in Marketing and Creativity excel in their subsequent dynamic
careers by developing their awareness and understanding of culture and creativity. While the majority of
the course is based at the London campus, one term is hosted in Paris.
Contact: Anna Borsarelli, aborsarelli@escpeurope.eu

The Creativity Marketing Centre

The Creativity Marketing Centre @ESCP Europe is a London-based research centre that brings together academics, marketers and creativity professionals to share and develop knowledge into the role
of creativity in marketing.
Check out website, www.creativitymarketing.org or follow on Twitter @creativitymktg.

ESCP Europe offers 3 specialised masters in the culture sector:
●

MS Management for the Publishing Industry (Study location: Paris)

●

MS Management of Cultural and Artistic Activities (Study location: Paris - Venice)

●

MS Media Management (Study location: Paris)

A full time, one year course to gain a double qualification.
The specialised master is an academic and professional course all in one; a full time, 6 month programme including an international seminar, then a thesis and a 6 month professional mission.
The deadline for applications is April 13th 2014 at www.escpeurope.eu/ms
Contact : Chloé Verney - +33(0)1 49 23 27 95 - cverney@escpeurope.eu

ESCP Europe Magazine N° 151 - Novembre/Décembre 2013 -

http://www.creativitymarketing.org http://www.hbr.org http://www.creativitymarketing.org http://www.escpeurope.eu/ms

ESCP Europe Alumni Magazine - n°151 - Novembre/Décembre 2013

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