BEIERSDORF AND BRAND ACADEMY PARTNER UP AGAIN FOR SECOND PRACTICE PROJECT ABOUT UNDISCLOSED BRAND
Nearly a year ago, Brand Academy and Beiersdorf – home of famous brands such as NIVEA, Eucerin and Labello – launched their very first joint practice project. After the final presentations in September 2017, both sides concluded the project with a feeling of great satisfaction. Unsurprisingly, it was subsequently decided to continue the mutually beneficial relationship.
As a result, the second week of April 2018 saw the kickoff of a new project at Beiersdorf’s HQ in Hamburg. Three company representatives made room on their agendas for the traditional briefing: Insa Koehnsen (Student Recruitment Expert), Serge Lampaert (Director New Business), and Anna Felixmüller (New Business Manager).
Once again, our International Brand Communication Master’s students worked on a real brand project for an undisclosed Beiersdorf brand as part of their 2nd semester module “Consumer Psychology & Insights“, supervised by Prof. Dr. Yonca Limon-Calisan. This time, however, the students pitched the gathered consumer insights in an exciting Shark Tank-like format before moving on to the brand pitch.