On November 26, 2024, the prestigious premises of the Solvay Brussels School of Economics and Management vibrated to the rhythm of the event BMMA – Next Gen in Action.
The evening brought together seasoned marketing professionals and 15 young talents who tackled real brand cases with creativity and dynamism. Designed to encourage intergenerational collaboration, the event highlighted the wealth of fresh perspectives in the marketing and communications sector in Belgium.
Highlight young talents
To open the evening, Hugues Kingpresident of the BMMA, set the tone: “ At the BMMA, we strive to open our doors to younger generations. Sharing knowledge and creating opportunities like these ensures that the next generation of professionals will be equipped to lead. »
He also highlighted BMMA’s commitment to supporting young talent through initiatives such as the Executive Master in Digital Marketing and Sustainable Strategies, a 17-day learning program hosted at Solvay.
Aurélie FranceschiniDigital Strategist at Mountainview and program coordinator, adds: “We organize events to give young marketers learning and networking opportunities. »
This collaborative spirit was evident throughout the organization of the event, which included workshops led by experts in the fields of strategy, AI, sustainability and media.
Cases based on concrete brand challenges
The central element of the evening was the presentation of solutions to two demanding brand cases: NewBthe sustainable financial cooperative, and Bongothe pioneer of experiential gift sets. Divided into four teams, the young marketers presented innovative ideas, with each group bringing a unique point of view.
NewB: Rethinking ethical banking
The first two teams looked at the case of NewB, a brand once praised for its sustainable ethics but now facing a tarnished reputation after losing its banking license.
Team 1 proposed a multi-step, data-driven approach to rebuild trust and reposition NewB as a leader in sustainable finance, under the rallying cry “NewB is back”. Their strategy targeted young people (25-35 years) through organic and clean channels, with a focus on education, reassurance and mobilization. Their plan focused on NewB’s founding principles to reassure past supporters and leveraging partnerships to amplify the brand’s audience without immediately relying on paid media. The One Night Team Strategy Director emphasized the importance of partnerships: “ We can’t start with paid media because we don’t have the budget. Instead, we need to leverage collaborations to demonstrate that the project has broad support. »
Team 2 proposed a radical overhaul of NewB, relying on AI to analyze the values of the founding members. She proposed using this information to completely reimagine the brand, including the name, logo and product offerings. “ We want to reactivate the founding members around the values they already believe in: cooperation. », explained the team leader. Their 360-degree campaign would engage members through storytelling, with ambassadors representing Belgium’s linguistic diversity and a focus on co-creation. The team proposed a bold repositioning, linking the brand’s revival to its original cooperative roots while emphasizing transparency and authenticity.
The innovative use of AI sparked lively debate among the audience. BMMA President Hugues Rey warned: “ If you let the AI do the work, the response will probably be average. To truly stand out requires human creativity combined with data-driven insights. »
Bongo : Reimagining the gifting experience
The second brand, Bongo, faced challenges of perception, complexity and seasonality. Both teams worked to reposition the brand as an engaging and inspiring gift for a younger audience.
Team 3 focused on transforming Bongo’s image from a ‘last minute gift’ to a personalized and desirable experience. Their plan included introducing new product lines aligned with the interests of younger audiences, such as sustainable retreats and yoga, complemented by visually appealing packaging. To rekindle enthusiasm for the brand, they proposed emotional campaigns and taking advantage of “topical moments”, for example by offering the exchange of disappointing gifts for Bongo vouchers after the end-of-year holidays , thereby turning negative experiences into a fun marketing opportunity.
Team 4 attacked customer pain points by offering a line of premium products with “unique” experiences to revitalize Bongo’s positioning in Wallonia and Flanders. Their strategy emphasized hyper-personalization, delivering tailored experiences based on customer preferences to create a deeper emotional connection with the brand. They also suggested transforming physical stores into immersive experience centers that inspire both the people giving gifts and those receiving them. Their overall plan included offline as well as online and customer-centric strategies, like personalized thank you notes and a Polaroid camera so gift recipients could document their experiences.
Encourage debate and connection
The evening concluded with lively discussions, with the audience interacting with the presenters to refine their ideas. One participant pointed out “personalization has a cost in terms of data and production”to which a member of Team 4 working on Bongo replied: “ Responding to these critiques will pay off in the long run. It’s an investment that ensures customer satisfaction and brand loyalty. »
After deliberation, the jury announced team 3 (Bongo) as the big winner of the evening. Their convincing vision of a modernized Bongo particularly appealed to the panel.
A springboard for tomorrow’s leaders
Beyond the competition the event provided a platform for young marketers to showcase their skills and connect with industry leaders. This first edition of Next Gen in Action was a success, offering not only innovative solutions, but also enriching discussions and valuable networking opportunities.
At the end of the evening, participants left inspired, with new ideas and promising collaborations. BMMA – Next Gen in Action promises to be an unmissable event to bring generations together and prepare the next wave of talent in the MarCom sector in Belgium.
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