2010 GMAC European Conference

24–25 October, 2010 | Ashridge Business School | United Kingdom


The 2010 GMAC European Conference was held on 24 and 25 October, 2010 at Ashridge Business School in the United Kingdom.

The exponential growth of b-school program offerings in the past few years is making differentiation not only a challenge, but also a mandate. The perennial competition among programs still exists—why are your school’s MBA or masters in management programmes more attractive to a candidate than “the other” school’s. But it’s now compounded by the newly created challenge of differentiating among your own programs. How does today’s potential applicant decide between your school’s MBA or masters in management programmes in its myriad delivery formats and your variety of specialized masters degrees?

The European conference was designed to help you think about positioning your b-school programmes through authentic messaging, so that your stakeholders have a better understanding of your school’s culture and values and applicants can match their backgrounds and goals to select the best fit.

Related Resources

Speakers & Panelists

Opening Keynote Speaker

Antonio Núñez
Founder, Story and Strategy

A storyteller who has presented taught at hundreds of conferences  and taught numerous courses, Antonio is co-founder of the Story and Strategy consulting firm, which advises candidates and political parties, celebrities, and brands such as BBVA, Endesa, and Novartis. His latest book is You’d Better Tell the Whole Story! Storytelling as Communication Tool.

Antonio previously worked as associate director of strategy at the ad agency WPP SCPF. He earned his bachelor’s in business administration and an MBA from ESADE Business School.

Panel Moderator

Dave Bussière
Director of Graduate Programs, Odette School of Business, University of Windsor

Dave has served as director of graduate programmes for the University of Windsor’s Odette School of Business since 2007. Throughout his career he has pursued his strong interest in all aspects of marketing and sales. Currently, he is researching the impact of emotions on word-of-mouth, viral marketing, and market mavens. He has taught Internet marketing, consumer behavior, marketing management, and business communications. He’s also owned a business-to-business trade newspaper since 1991.

In addition to being on Odette’s faculty, Dave has taught at the University of Florida and at Queen’s University and Wilfrid Laurier University, both in Canada. He earned his PhD in marketing from the Bristol Business School at the University of the West of England. His MA in business economics and BBA in business administration are from Wilfrid Laurier.


Peter Greatorex
Founder and Managing Director, Page Nine

The founder and managing director of the creative agency Page Nine, Peter has focused since 1996 on branding and marketing communications. His specialty is creating and utilising online and digital media tools that deliver effective brand implementation for his clients. 

Peter began his career in London design agencies, where he worked on prominent brand-driven campaigns for Barclays, Europcar, Eurotunnel, and Honda. He graduated with a bachelor’s degree in fine art from Newcastle University.

Howard Kang
Ignition Officer, BlueFuego, Inc.

Howard Kang is the Ignition Officer at BlueFuego, Inc., a US-based company that helps universities and colleges to use the web to achieve their marketing and recruitment goals. Howard has delivered keynotes and workshops around the globe, most recently in Australia and Canada. His recent presentations have focused on branding and perception strategy for marketing in Higher Ed and utilizing the web to meet those goals. As a consultant Howard advises domestic and international clients with strategy and implementation. He holds Business Administration and Management degrees from the University of Illinois.

Damien Roux
Director - Marketing, Recruitment & Careers, EMLYON Business School

Damien openly confesses to being “brand-oriented in everything I do.” After joining EMLYON Business School in 2000, he was in charge of corporate communications, branding, and international development before assuming his current position as director of marketing, recruitment, and careers services for the school’s graduate programmes. In addition, he is a consultant on digital marketing and web strategy and has spoken at conferences about branding in education and recruitment policy in the digital age.

Before entering the arena of business education, Damien held marketing positions in IT companies and advertising agencies.  

Workshop Facilitator

James H. Gilmore
Co-author Experience Economy and Authenticity

Jim’s ideas have been published in many of the world's leading business publications, including the Harvard Business Review, Investor's Business Daily, and The Wall Street Journal. He is co-author of The Experience Economy, which spawned worldwide interest in experience design, customer experience management, and experiential marketing. His most recent book, Authenticity: What Consumers Really Want, prompted Time magazine to include his thinking on the subject as one of “10 Ideas That Are Changing the World.”

Currently a Batten Fellow and visiting lecturer at the Darden Graduate School of Business at the University of Virginia, Jim is co-founder of Strategic Horizons LLP in Aurora, Ohio. Prior to forming his own firm, he was with Computer Sciences Corporation and led CSC’s Process Innovation practice. Jim is a graduate of the Wharton School of the University of Pennsylvania. 

Closing Keynote Speaker

Rory Sutherland
Vice President, Ogilvy

Rory read classics at Christ’s College, Cambridge, before joining Ogilvy as a graduate trainee in 1988. After 18 months spent as the world’s worst account handler (as a desperate remedial measure he was once booked onto a time management course, but got the date wrong), Rory became a copywriter in 1990. He has worked on Amex, Microsoft, easyJet, and other accounts, winning a few awards along the way. He was appointed creative director of OgilvyOne in 1997 and executive creative director in 1998. In 2005 he became vice chairman on the Ogilvy Group in the UK in recognition of his improved timekeeping.

By an amazing stroke of luck (his brother is an academic), Rory first used the Internet in 1987. Hence he had the advantage in 1994 of knowing what it was and what it might do. Most people would have combined this knowledge of marketing and technology to make a fortune; not Rory. Instead he became the first Briton to have his credit card details stolen online, thereby losing £22.45.

In his spare time, Rory collects self-aggrandising job titles. He was president of the Direct Jury at Cannes in 2007, is technology correspondent of the Spectator, and is a blogger at http://snipr.com/da9bq.

Advisory Group

Conrad Chua
Head MBA Recruiting and Admissions
Judge Business School

Dina Dommett
Director of Admissions & Corporate Relations
London School of Economics

Nuria Guilera
MBA Marketing Director
ESADE Business School

Wendy Hediard
Head of International Marketing and Development
EMLYON Business School

Lisa Piguet
Associate Director, MBA Admissions

Laura Russo
Recruiting and Admissions Service
SDA Bocconi