December 7, 2010
The first edition of the Ivanhoe Cambridge Innovation contest closed on November 22, with the final presentations of the marketing strategies prepared by HEC Montréal students. The contest theme was experiential marketing and using new media. Teams had to apply their skills to an actual case, the Eaton Centre in Montreal.
In the final round, 11 three-member teams from all options of two programs (BAA and MSc) presented their solutions to a jury of seven senior managers.
A total of 17 teams had originally entered the contest.
After a half-day of intensive training, including a series of lectures on new realities in the retail trade, experiential marketing and the use of social media, the selected teams had just three days to prepare their strategies.
“The strategies they came up with were tremendously innovative and relevant, and their presentations were superb,” says Jean Laramée, Senior Vice-President, Eastern Region, with Ivanhoe Cambridge. “Such results, in such a short time, speak highly of how well prepared and dedicated the HEC Montréal students are.”
The contest was organized by Pierre Balloffet, Associate Professor with the Department of Marketing and Academic Supervisor of the Specialized Graduate Diploma in Marketing Communication, in co-operation with the Association marketing In.Press. The winners took home a prize of $4,500.
The winning team consisted of three final-year BBA students: Marc Laurent-Atthalin, Anthony Hachez and David Pontbriand.
Ivanhoe Cambridge is one of the main real-estate subsidiaries of the Caisse de dépôt et placement du Québec and specializes in shopping centres. It is known for its innovative client approach, its in-depth expertise and its international network. Its primary objective is to offer attractive and entertaining shopping environments for its retailers and consumers, while maintaining solid financial results.
Jean Laramée, Senior Vice-President, Eastern Region, Ivanhoe Cambridge, winners David Pontbriand, Marc Laurent-Atthalin and Anthony Hachez, and Pierre Balloffet, Associate Professor, HEC Montréal.