As part of the MSc Marketing programme, our cohort had the chance to take part in a business engagement trip to London. There, I gained exposure to marketing applications across a wide range of industries, on both the client and agency side. Let me walk you through what we got up to during this wonderful trip:
Day 1: Visiting Unilever
After arriving and settling into London, we visited the Unilever office by the River Thames. We heard all about Unilever’s commitment to sustainability, how they are driving sustainable changes in the Fast-Moving Consumer Goods (FMCG) sector, and how marketing is supporting the brand to achieve this goal. The diversity of work and the passion from every Unilever employee I met on that day were a testament to what makes the company one of the world’s biggest brands.
I was particularly drawn to the showing of Dove’s "The Code” campaign which addresses the increasingly popular integration of AI in marketing. I loved seeing how their iconic Real Beauty campaign has been adapted to stay relevant, while maintaining the brand’s essence.
And did I mention that there is an ice-cream fridge filled with Magnum and Ben & Jerry’s products in their office?!
Day 2: Visiting Ogilvy and an Alumni Panel Event
Starting off day 2 (the busiest day of this Trek) we went to Ogilvy to explore the agency side of marketing. We were welcomed by senior members of their team and heard about how Ogilvy is integrating technological innovations including AI into their offering. In addition, speakers from various departments shared with us their journeys with agency life, as well as the important skills for success in this space.
What stood out to me most was their “Undercover” social marketing campaign which encapsulates the ‘borderless creativity’ ethos of Ogilvy. The innovative approach to using technology to address an issue like domestic violence was spot on, and I can’t help but feel emotional every time I see this project. To me, this is how effective social marketing should be done!
In the evening, we participated in a lively alumni panel discussion with former Marketing students currently working in the industry. The speakers took time to share their top tips and helpful advice for job searching, careers and more. As I enter my final semester of postgraduate study, these insights came at the perfect time to prepare me for my job applications and career planning!
During this event, I also had the opportunity to represent my cohort by co-hosting the panel with our Student Development Manager, Marco. This was a fantastic experience for me to get involved with the event, have in-depth conversations with the alumni members and develop my public speaking skills, which I am extremely grateful for.
Day 3: Visiting Havas
We wrapped up the Student Trek with a final visit to Havas, which is an umbrella of agencies across all disciplines helping businesses deliver meaningful difference through their communications. We were blown away during the information sessions at the diverse portfolio of services hosted under one roof at Havas Village. It really confirmed my belief that marketing comes in all shapes and sizes and is needed in every industry. To reference my favourite quote from this trip: “Marketing is business and business is marketing”.
I cannot complete this reflection without mentioning the distinctive scent as I stepped inside Havas’s office. As a marketer, I was so excited to find out that this was a signature scent that forms part of the Havas branding. It was a fitting example of how well-considered and intentional branding can access all senses to leave a lasting impression on the audience.
Final Thoughts
The MSc Marketing Student Trek was an enriching and insightful experience, both professionally and personally. It has deepened my understanding of marketing, broadened my knowledge of career options in the field and allowed me to connect with many accomplished and talented industry professionals. Additionally, this trip was a lovely bonding experience for our cohort, during which I got to know more about my peers. As I enter my final semester at the Business School, I am confident that the Student Trek is one of my personal highlights.. so far!