Introduction
In today’s world, where digital marketing evolves rapidly, staying ahead of emerging trends and redefining marketing performance is more crucial than ever. At Semetis, we are deeply committed to equipping our team with the tools, knowledge, and critical thinking skills needed to navigate this changing landscape. This commitment is the foundation of the Octopus Mastery Program, a bold initiative designed to prepare Semetissians for the challenges and opportunities of the future.
Why the Name “Octopus”?
The octopus symbolizes intelligence, adaptability, and flexibility, traits essential for mastering the complexities of modern marketing. Just as an octopus uses its multiple arms to tackle diverse challenges, this program empowers our team with a versatile skillset and multifaceted perspectives.
An Intensive and Diverse Learning Experience
The Octopus Mastery Program began with an intensive six-week bootcamp during the summer. These 6 sessions focused on groundbreaking research by renowned marketing scientists such as Byron Sharp, who highlights the Double Jeopardy Law and the critical need to focus on broad reach and customer acquisition to drive brand growth, or Binet & Field, who advocate for a balanced approach to long-term brand building and short-term activation. Through their work, our team explored essential principles such as the power of distinctiveness, the role of emotional connections in marketing, and the need to challenge the traditional focus on narrow targeting.
To complement these theoretical insights, we invited industry experts from TBWA to share practical applications:
- Trend Watching: Introducing methodologies like TBWA’s Backslash, alongside their latest reports, showcasing how trends inform creative and strategic recommendations.
- Cannes Lions Showcase: Analyzing award-winning campaigns, with a focus on their connection to marketing efficiency and effectiveness.
We also collaborated with Belgian media leaders such as RMB, diving into their creative initiatives like Slice and Flash, to better understand how media houses contribute to impactful campaigns.
This blend of academic research and real-world examples provided a holistic and inspiring learning experience.
The Octopus Challenge: A Day of Strategy and Creativity
The program culminated in an exciting full-day event: the Octopus Challenge. Eight teams of 2 Semetissians, carefully paired to mix expertise and seniority, competed to solve a real-world marketing challenge presented by one of our clients, EG.
The day began with a detailed briefing from EG, and more precisely their brand Nizoral, who outlined their challenge: "How can we capture market share from the supermarket dandruff segment?". Each team then had the day to craft their strategies, leveraging the knowledge and insights gained during the Octopus Program. At the end of the day, each team delivered a 15-minute presentation, which was judged by representatives from EG and Semetis based on a list of six criteria:
- Clarity of presentation
- Storytelling
- Alignment with business objectives
- Market trends and consumer insights
- Strategic thinking
- Innovation and creativity
The standout winners were Jonas and Penelope, whose innovative approach earned them the title of “Octopus of the Year.” This annual event is set to become a tradition, fostering a spirit of creativity, collaboration, and friendly competition.
Reflecting on the day, Stefka Vandenbemden, Marketing Manager EG Consumer Care, shared her experience: "The Octopus Challenge was a day full of energy, challenges, and excitement! The participating Semetissians were brimming with energy and ideas. In a very short time, they laid a solid foundation for a media strategy. From the winning team, as well as the other teams, we are happy to take ideas forward into our future campaigns."
Conclusion
The Octopus Mastery Program and Challenge highlight Semetis’ commitment to developing our team’s skills while strengthening relationships with clients. By prioritizing learning, innovation, and collaboration, we prepare Semetissians to address the ever-evolving challenges of the digital marketing landscape
We would also like to thank EG again for their collaboration and for providing an inspiring challenge. Having them alongside us for this first edition was a great experience.
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Olivia Lohest
