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Although I had had a busy week, and university deadlines had been piling up on top of each other, I made sure I was able to attend the Amsterdam Commercial Night (ACN) event last week. Partially as a gesture of commitment as the MAA’s Chief Digital Marketeer, but mostly because it seemed like an event jam-packed with knowledge beneficial to me as a future marketeer! This blog post is here to tell you exactly how the event unfolded.

 Upon first entering Posthoornkerk – yes, a church – I encountered  the inevitable array of nuts, chips, crackers and free drinks: a display of the classic Dutch borrel. As I was barely on time (unsurprisingly), I had no time to enjoy these treats and had to scurry up to the main hall where the presentations were being held. I was in awe; the stage was set right beneath the church’s main spired tower you see from the outside, and the seats were lined by dimly lit, small bricked atriums that lead to the stage. 

 The main host of the night was Gijs de Beus, the strategic mastermind behind Friends & Foes: a creative agency located in Amsterdam. He opened the ACN Storytelling event with a little clip on how Friends & Foes was founded, while teaching us the basis of what storytelling is and how crucial it is for brand strategy. He paved the way for the three speakers of the night. The first speaker, Rik toe Water, represented GroupM: the world’s largest advertising media company, with subsidiaries that make beloved shows such as Love Island possible. It isn’t hard to imagine the source of GroupM’s success if all their employees have personalities and presentation skills like Rik’s. He was able to make the church echo with laughter while still remaining educational throughout his entire presentation. He provided exceptional visuals for the audience to understand the power of brand storytelling, as well as pitfalls that come with it if it isn’t done right. His take home message, repeated adamantly throughout the presentation, was to: use all platforms available, consistently engage with your consumers, scale your message, and stick to one main story.

 The second presentation took a surprising turn from the first one. Philips, represented by Dirk van der Horst, offered us an insight into their own (hi)story as game changers within the healthcare industry. We were taken back to 1891, when the three founding fathers of Philips joined forces to establish what has become a powerhouse of innovation. The presentation focused on Philip’s own success story while looking into the future at the incoming trends bound to shape the digitalisation of healthcare technology. Of course, a presentation about the healthcare industry would have been incomplete without a little side note reminding us students to take care of our  alcohol intake. Don’t get me wrong, it was greatly appreciated – but hilarious given that we were fortunate enough to have Grolsch sponsor the event’s supply of beer! 

 Following the two presentations, we had an interim break where we headed back to the borrel area to network, nibble on some snacks, and grab ourselves a bottle (or two) of Grolsch’s beer. The speakers joined too, engaging with students and divulging the companies’ secret recipes to success (or so I hope). At the borrel, Walters People – a recruitment consultancy firm operating  in major European countries – was there to help us with our LinkedIn profiles. I would like to take this opportunity to say that my LinkedIn profile was actually complimented by Walters People themselves…although they did say that my profile picture needed an update (to which I wholeheartedly agreed). After this ego boost, I went back into the main hall where I saw the opportunity to talk to the host, Gijs, and ask him what he was most looking forward to during the event.

 “I was really curious to hear the first presentation because it’s very close to what we [Friends & Foes] do, but with a slightly different take. The second presentation – yea, I know Philips intimately and have worked for them as a consultant. It’s such a complex organization, they’re going through such a profound transformation so it’s interesting to hear how story can be used in that transition. The third presentation I think is a classic example of marketing done well through the use of a story; we still need to hear it, but I’ve had a sneak peak of the presentation and I’m really curious to hear it – really excited.”

 After speaking to Gijs, and sharing his excitement, it was time for the  last company presentation of the night. Ard Bossema, Grolsch’s very own Marketing and Strategy Director, was the third presenter of the night. He kick-started his presentation with an incredible promotional video capturing the essence of the company, and continued to woo us with facts about the company that really set it apart from the rest. Did you know that Grolsch was the first beer to use a swing-top bottle cap? Me neither! Supposedly, it makes Grolsch’s beer bottle the second most famous bottle in the world – after the Coca Cola’s, that is. We were then immersed into stories of Grolsch’s explosive past. Literally speaking. Their first brewery in Enschede was destroyed by fireworks 19 years ago. Nonetheless, they made an astonishing comeback and rebuilt their brewery from scratch. Ard then dove into the company’s strategic trajectory, which included being completely transparent about how they were going to successfully entrance us, their target market, into choosing their new beer targeted to the youth. Watch out for Kornuit! 

 The evening concluded with even more drinks, nibbles, and a goody bag! By this time, everyone was way more social than during the interim break (thanks Grolsch!), and we all got together to discuss the presentations and other less important things, such as our impending workloads and unfinished theses. Overall, I’m glad I attended Amsterdam Commercial Night. I had a great time, felt productive, and left the event more equipped for my future career than I was when I came in.

By Derya Yildirim 

After being sold out one week before the deadline, the Amsterdam Marketing Event 2016 was a big success. This edition’s theme was the Future of Marketing, and discussed was what’s next from different viewpoints. Again, the greatest marketing recruitment event of the year exceeded everyone’s expectations!

From drilling machines to drilling content

Joris Demmers (assistant professor at the University of Amsterdam Business School) opened the event with a brief overview of the origins of Marketing. This led him to highlight the trends and threats Marketing currently faces. A live poll showed that a majority of the AME participants believes that the most important trend is Big Data.

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Next up was Nils Boss from Hilti (a leading-edge technology company that operates in the global construction industry) who impressed with his performance, as he entered the stage with his drilling machines and sunglasses on. For him, the trend of Marketing is aligned with Hilti’s main philosophy: focusing on customer content and customer contact in order to fulfill customers’ desires. To meet those desires, they personally ask them about their needs, sell only through self-owned stores and are present on every important exhibition of the construction industry. With this concept Hilti presented itself as an attractive employer to young marketers striving for challenges and new fields to explore.

Afterwards, VICE (once launched as a punk magazine, but has now developed into a leading global youth media company) convinced with its fresh and young firm culture. Rens Verweij, Head of Strategy, showed why VICE is defining the future in music and entertainment. VICE is globally present in 40 countries where curious employees are looking for stories. By using a network of channels in which these stories are exchanged, Vice is able to provide its viewers with the most relevant and exciting content. Particularly interesting is the way Rens explained how they reach their target group: the Millennials. Considering the audience’s mindsets, VICE brings their stories into the world by using the right medium. Rens ended by recommending every young marketer to follow VICE’s mantra: “Let’s try not to be shitty”.

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During the coffee and tea break, the participants got their first chance to speak with people from these two companies to gain an even better insight into the company cultures.

Two products you can’t live without

After the first break, MOBGEN (the leading mobile solutions specialist) presented itself as an innovative and global brand. This presentation was especially relevant as the speaker, Zouhair Ouriaghli, got his job by networking at the Amsterdam Marketing Event 2015. Zouhair showed the benefits of MOBGEN’s focus on building a long-term relationship with their customers. It can be said that MOBGEN represented itself as an attractive future employer by putting a high emphasis on innovation.

“Hearing that one of the speakers found a job through the Amsterdam Marketing Event really gives me the confidence to find a job myself!”

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In the very last presentation Paulien Streater and Saida Bou Chamach explained why Nespresso is more than just George Clooney. The Armani of the coffee industry is recognized for its ultimate coffee experience worldwide. But how does Nespresso achieve this exclusive market position? Of course, the answer is quality, but it is not only their excellent choice of coffee farmers and innovatively designed coffee machines. By offering a high variety of capsules and the option to recycle, Nespresso fits every customer’s needs and aims to meet the expectations of the Millennials, as they strive for individualism.

The following lunch break enabled the participants to speak with speakers to find out more about job opportunities and if the companies fit their expectations. Moreover, Walters People gave participants the chance to have their CVs checked and offered valuable tips. A few lucky participants were invited to recruitment lunches with HelloFresh and Henkel.

“The recruitment lunch gave me the opportunity to get an excellent insight
into what it’s like to work at HelloFresh!”

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How good of a marketer are you?

The afternoon was full of interesting workshops. Leading Talent, FrieslandCampina, L’Oréal, Henkel and Dorst & Lesser offered various case studies for students to work on. From Leading Talent asking the participants to work on their personal branding, to FrieslandCampina challenging their participants to come up with an innovative product idea for 2020.

“The workshops enabled me to become more familiar with the company and to
interact with the recruiters!”

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The day ended with networking drinks, giving us a great chance to review the day and thank the Amsterdam Marketing Event committee for their excellent work. All in all, it can be said that this event achieved all of its goals of offering insights into interesting and future oriented companies to students that are looking for an internship or a graduate position by connecting Master’s and last year Bachelor students to the recruiters of these companies.

We are looking forward to welcoming you to the Amsterdam Marketing Event 2017!

Written by Meike Behrens