Newcastle students bid to take top branding title

A TRIO of third-year Newcastle University Business School students will represent the UK at the finals of L'Oreal's international brand manager challenge later this month.

Kyle Clarke, Toby Winch and Jono Rayner
Kyle Clarke, Toby Winch and Jono Rayner

A TRIO of third-year Newcastle University Business School students will represent the UK at the finals of L'Oreal's international brand manager challenge later this month.

Kyle Clarke, Toby Winch and Jono Rayner’s Team Devolution will compete with teams from 43 other countries at the two-day final on June 16 and 17. The team will be pitching their ideas for men’s grooming products at the cosmetics firm’s head office in Paris.

Entrants to the seventh annual Brandstorm challenge were charged with developing a marketing strategy for a new idea. They worked on ideas for a stubble softener, a shower gel dispensed through a sponge and a container featuring two hair products that can be mixed or used separately.

Mr Clarke said: “We got the original brief in November and we had to do research into the male grooming industry to see if there were any gaps in the market.”

About 90 teams entered from the UK, and the Newcastle outfit was selected from a group of 11 to appear in the final. Mr Clarke believes this was down to the quality of their market research.

He said: “We found that women were very interested in men getting the products, especially the stubble softener. It’s very hard to come up with a campaign if you’re a team of business school students with no Photoshop skills. We decided to stray away from the sex sells area, and used animals instead.”

The marketing campaign, which features a frog, a horse and a monkey, will be battling to receive the first prize of a trip worth £10,000 to the city of their choice.

Thomas Riegel, L’Oreal’s recruitment director, said: “Brandstorm is one of our most important and valuable sources for recruitment.”

 

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