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Symposium Day Two: Getting Creative

The Cass MBA London Symposium continued today at the British Museum in Bloomsbury, with a creative focus.

The Cass MBA London Symposium continued today at the British Museum in Bloomsbury, with a creative focus.

Yesterday’s event saw former Lord Mayor of London Dame Fiona Woolf, Chris Gottlieb from the London Mayor’s communications agency, London & Partners, and Transport for London’s Director of Commercial Development, Graeme Craig take to the stage at the Business School on Bunhill Row.

Day two started with Universal Music’s Senior VP, Andrew Daw, who gave his talk, Strategic Marketing and the Rolling Stones.

Andrew gave a preview of the record company’s upcoming new releases and new marketing strategies.

He said: “We sell emotion, and that’s quite hard to market. That’s the power of music and that’s what we try to bottle and sell.”

He was followed by Sir William Sargent, CEO and founder of the Oscar and Bafta winning special effects company, Framestore, who discussed Leading a Creative Business. Sir William showcased his company’s work and said that running a creative business is not dissimilar to running any other business.

He said: “I’m providing a solution, just like any other business.

“Leadership is about surrounding yourself with people cleverer than you.”

The morning’s last external speaker was by Dinny Hall, on The Business of a Luxury Brand, about her eponymous jewellery company. Dinny talked about the highs and lows of business and the lessons she has learned.

She said “When you are building a brand or selling anything, ultimately you must be honest, because that shows authenticity.”

The talks finished for the day with a Plenary Session led by Dr Sionade Robinson, Cass Associate Dean of MBA Programmes.

After a morning of lectures, students spend the afternoons going behind the scenes into London’s diverse range of organisations such as the trading floor at Lloyds of London, Central St Martins, the creative core of film finance in Soho, as well as the boardrooms of the City and Canary Wharf.

The Symposium is an elective element of the MBA course, and brings together more than 100 students from Cass's Full Time, Executive and Dubai Executive programmes and guests MBAs from partner schools.

Lectures continue this week within two of the capital’s iconic cultural institutions: the Transport Museum and the Museum of London.

You can Tweet from the event using the hashtag #CASSLS2015.

Read about what the students got up to on Day Three here.

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