How we won the Kellogg Marketing Conference’s Creative Lab (and a really big shoe)

(This was written by my friend and teammate Justin but reposting it here after it was originally posted at the Kellogg Blog)

How we won the Kellogg Marketing Conference’s Creative Lab (and a really big shoe)

Kellogg’s Marketing Conference is by far one of the largest events at Kellogg. More than 500 attendees, hotshot panelists from companies like Google, SC Johnson, Kraft, Johnson & Johnson, Pepsico and Uber, incredible keynote speakers and the vibrancy of the student leadership team make this an exciting and informative event.

For the first time, this year’s marketing conference featured a creative session competition hosted by the Google Brand Studio. Six teams of four members competed to solve a marketing prompt delivered the day of the competition.We were excited to participate because of our interest in the rapidly evolving tech industry.  Prior to Kellogg, each of us had spent some time in the tech industry:

  • Shriansh worked with mobile and financial software
  • Josh ran several startups in the internet technology space
  • Michael served as COO for Vietnam’s first social networking website
  • Justin worked in venture capital and product development for startups in mobile and clean-tech.

 The ‘crazy, fun and different’ nature of the Creative Lab began with how the challenge prompt itself was chosen. The 500-odd audience members had to vote (with the results being live-streamed right in front of us) on their choice between two challenges. The winning prompt was basically given to us on the spot for us to work on. 

The session itself was 35 minutes of brutal creativity. Spurred on by three of Google’s best, we brainstormed and came up with a solution. Using some of the tools and methodologies used at Google, we worked in our team to flesh out ideas, challenge thought processes and uncover insights to form a strategic solution to the prompt.

The four of us definitely felt the pressure as the clock was winding down to present in front of the other five teams and the three leaders from Google’s Brand Studio. In the last few minutes we wrote down our strategy and how we’d execute it, while also figuring out who’d tell the story.

Through the lab, we learned that creativity can be rapid, structured and apparently time-boxed. We experienced first-hand how rapid brainstorming floods the mind with ideas. Frankly, we feel that being left with more time to ponder the challenge might have derailed the intuition and raw expression that came forward in our strategy. Given how much fun we had, we’ll definitely carry these methods into our classrooms and future organizations.

After each of the six teams presented, the Google representatives selected three teams to move forward and present to the conference attendees. Afterward, the audience and judges voted using a phone app. After tallying the votes, the speaker announced, “And the winner of the Google Creative Lab competition is … Team 1! Michael, Shriansh, Josh, and Justin!”  We were extremely excited!

We won a trip to Google’s headquarters in Mountain View, Calif., where we will present a more detailed version of the idea to a few Google Executives.

Oh. And we won the Kellogg Marketing Conference shoe!

Justin Saeheng ‘16 is currently a student in the MMM program. Prior to Kellogg, he spent two years at a venture capital firm in the silicon valley focused on clean-tech, semiconductor, telecoms and sensors.  He worked closely with startups through product innovation, development and commercialization as well as strategic market entries into Asia and Europe. Connect with him on LinkedIn.

Shriansh Shrivastava ’16 (@Shriansh) is currently a student in the MMM program. He grew up in India, spent 10 years in the UK (undergrad + an awesome job working with unreleased cellphones +  then worked on a mental health suicide prevention project – using smartphones, of course) and finally spent a year in Canada working for an ATM software company. Connect with him on LinkedIn.

Joshua Borin ’15 is currently a student in Kellogg’s One-Year MBA program. Before Kellogg, Joshua ran a small business, survived the rise and fall of an e-commerce company and made an industry-noticing impact on stopping trade of counterfeit goods online. He loves helping small companies overcome the challenges that arise during rapid growth and scaling. Connect with him on LinkedIn.

Michael Nguyen ’16 is currently a student in the MMM program. In the past he served as Chief Operating Officer (COO) at Cyworld Vietnam, the country’s first social network; co-founded Mimo, a popular Twitter-like service in Vietnam; and helped RedOctane launch the Guitar Hero video game franchise. Connect with him on LinkedIn.

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