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Welcome to the Solvay Creative Consultancy Programme, designed for agency executives and organised for ACC Belgium by Solvay Lifelong Learning.
More than ever, creative agencies must engage in deep, value-creating activities with their clients. Value creation cannot stop at the creative stage and must embed a strong component of business-building skills.
Next to the 4th edition of the Creative Consultancy Programme Track 1; designed to broaden your management scope, we now launch the 1st edition of the Creative Consultancy Track 2; designed to deepen your marketing expertise.
Both Tracks run in parallel and are composed of 5 Core Modules that help you build your business consultancy and marketing skills with a strong command of strategic concepts and tools.
Key benefits for participating executives:
The tools and resources to turn your creative power into business-building recommendations
A unified approach in formulating comprehensive strategies and tactics to win with your clients
Increased efficiency in your operations and growing the next generation of top managers
Q4 2024
Customer Strategy
With Bruno Wattenbergh
The aim of the Customer Strategy workshop is to define strategy and to get insight into what it is and how to execute it.
Specifically: how to clarify key strategic elements with your customer (vision, mission, scope, value chain, innovation) and key elements about executing strategy, from where and how to allocate resources to achieve your customer’s company vision, to aligning competencies and daily activities to produce optimal results.
Q4 2024
Marketing: Business Models
With Dr Deep Parekh
His workshop will help you understand how to improve your client’s business model through the lens of circularity and sustainability
Can we implement new circular business models, enabled by the use of digital technologies, while reducing waste and optimizing resource use? Can we increase profitability by doing more with fewer resources and reducing externalities? Are there new market opportunities to simultaneously drive topline growth and tackle sustainability challenges?
Q4 2024
Sales: Value-Based Selling
With Regis Lemmens
This workshop explores how companies – through co-creation - have been able to develop new, innovative and sometimes highly successful products and services by using their sales force strategically. Learn how their sales forces have built new collaborative relationships with their customers ahead of their competitors.
Q4 2024
Understanding Finance
With Dr Benjamin Lorent
This workshop provides an introduction to the indispensable tools needed to understand, interpret and analyse the financial data of a project. Whether you are in charge of creation, buying, planning or strategy, it is essential to understand how to assess a customer’s value chain, and profitability and help him evaluate the components of financial success.
Q4 2024
E-commerce, IT & Marketing
With Dr Virginie Bruneau
E-commerce is growing impressively. Retailers and brands have no choice but to sell online through
their websites or marketplaces. To be successful online, it is decisive to have a performant e-commerce strategy. Brands and retailers should build a website that maximizes customer experience and ensures they are relevant enough in their choices with marketplaces. To reach out to modern customers, traditional websites are no longer sufficient. New technologies are used to provide customers with great experiences. IT is required to succeed with actual marketing strategies.
March 12 2024
Aligning MKT Solutions & Customer Expectations
With Cédric Cauderlier
In a rapidly evolving environment, is not sufficient to produce standardized products for an entire group of customers anymore. Nowadays, consumers are not looking for normalized products but are in a
constant quest to find solutions to the daily problems they face. Consumers are more and more demanding and ask for personalized solutions to their daily issues. Across the entire customer journey, marketers need to understand the different needs and habits of their customers and non-customers. What are their consumption habits? What are the problems they face in their day-to-day life? Businesses need to rethink their entire business models and develop their offerings by the needs they meet, rather than their product features. Modern marketers should find a way to solve their consumers’ problems. In this module, participants will learn how to act to serve their customers and build solutions adapted to their different consumer segments.
April 15 2024
Consumer Culture Strategy
With Martin Karaffa
Global brands want to ensure that their essence is consistent across markets. But perfect consistency is hard
to achieve and cultural issues often frustrate the implementation of a global campaign.
This Workshop uses a unique visual approach to isolate stories that have cultural resonance and can inspire
creative teams in every corner of the globe.
This workshop will help:
May 14 2024
Data Science for Marketing
With Dr Martine George
The Data Science for Marketing module will teach participants about the fundamental concepts and tools in data science that equip marketers to make use of these new opportunities effectively. This module presents a set of fundamental principles for extracting useful knowledge from data. These fundamental principles are the foundation for many algorithms and techniques for marketing data science, but also underlie the processes and methods for approaching marketing problems data-analytically, evaluating particular marketing data science solutions, and evaluating general marketing plans.
June 12 2024
Pricing Strategy 1
With Dr Sandra Rothenberger
How do you set the right price in Marketing 4.0*? By stating the benefits relative to the price (value tag) rather than emphasizing the link between price and production costs, profit margins or price of the competition (price tag). Therefore understanding the value pricing thermometer is key: this module gives you a clear vision and approach to monetising value. You will learn how to apply and implement your pricing strategy in the “S.A.V.E.D.” strategy and the context of “value”.
Day 1: Rethinking (not re-inventing) the fundamentals of Marketing, and Pricing Strategy in particular (pricing concepts): we will first set the stage for pricing, look at the different perspectives and approaches in pricing, analyze the pricing process and understand the importance of value in price. Is the pricing process one of your core competencies?
June 13 2024
Pricing Strategy 2
With Dr Sandra Rothenberger
Day 2: How to price the product around the price and how to price the price around the product (pricing toolbox): next to existing pricing strategies and tactics there is a plethora of other core innovative pricing strategies and tactics. We will discuss and reflect on them in order to understand that pricing innovation can become your next competitive alternative!
Dr Benjamin Lorent is a Professor of Finance and Insurance at the SBS, at the University of Mons and at Rouen University (France). He also teaches in executive programs at Solvay, in Switzerland and in Vietnam. He holds a PhD in Finance from Solvay and a Master in Actuarial Sciences (ULB).
Dr Bruneau has previously worked as a product manager at L’Oréal Belgilux and holds a PhD in Economics and Management Sciences. Her main research interests include relationship marketing, customer loyalty, customer engagement and collaborative consumption.
Dr Rothenberger has been active since 2001 in the scientific and academic fields. She has been focusing her research and teaching on Strategic Marketing, mainly in the areas of Strategic Pricing and Consumer Behavior. Since September 2013 she is chairing the Strategic Marketing and Innovation Department at the Solvay Brussels School of Economics & Management.
Holistic thinker and enthusiastic learner, Dr Martine George has navigated for the last 25 years in different roles and functions from a researcher in physics to become the Academic Director of the Executive Program in Business Analytics at the Solvay Brussels School.
Dr. Parekh is a seasoned executive and advisor to the top ranks of Fortune 500 companies including Tetra Pak, Unilever, Danone, Lego, ABInbev, IBM,etc. He is the founder of Epistemy BV, as well as the co-founder of MakeOurFuture, one of the first European consulting cooperatives that work with only sustainability related projects with clients worldwide.
Researcher & professor of Sales Management at Antwerp Management School and Solvay Executive Education, founder of Sales Cube. His workshop aims at helping organizations to apply this approach to innovate and redesign their sales processes finding new ways to add value to their customers. He advised organizations such as BNP Paribas, SONY, ERGO and Bekaert.
Martin helps brands and organizations harness the power of cultural forces to develop a global strategy. He’s an independent brand consultant based in Munich, as well as being an Associate Partner at Hofstede Insights in Helsinki, and an Intercultural Communications Consultant with the UN in New York. His client experience includes Ford, Unilever, Nestle, Diageo, Vodafone, Citigroup, Prudential, Mattel, Kellogg, BMW, Suntory, Hewlett-Packard, and more.
Chairman of the EY Belgium Innovation Board; Professor of Strategy and Entrepreneurship at Solvay Business School. Founder and COO of Impulse Brussels (before Brussels Enterprise Agency). Chairman of the Executive Board of the Microsoft Innovation Center Brussels, Chairman of the Brussels Guarantee Fund and Expert of the European Research Council.
A programme designed for ACC Belgium by Solvay Lifelong Learning © 2023.
