Unleashing Creativity on a Budget: The Marvel of MarCom Videos at IE University

Dayana Kibilds, host of Talking Tactics, dove into a fascinating story of innovation and creativity in the world of higher education marketing. On the most recent episode, she chatted with the ever-charismatic Emanuel Díaz from IE University in Spain, a master of storytelling whose journey from the banking sector to academia is as inspiring as it is unique.

The Genesis of a Groundbreaking Video

The journey begins with a simple yet bold idea: creating a promotional video for a new marketing program on a shoestring budget. Emanuel and his team embarked on this project with limited resources but abundant creativity. The video not only achieved 20% more views compared to other program videos but also became a benchmark of best practices showcased on platforms like LinkedIn and TikTok, and a finalist at the Cannes Corporate Media and TV Awards.

Crafting the Concept with Soul

At the heart of this success story is the video's concept, which perfectly encapsulates the essence of the MarCom world. Emanuel discusses how the video was envisioned to give a humorous yet insightful glimpse into the diverse roles within marketing, from account management to creative direction. Featuring various exaggerated yet relatable scenarios, the video stars Andrew McCarthy, an academic director at IE University, whose engaging delivery and commanding presence brought the narrative to life.

Innovation Under Constraints

What sets this video apart is not just its content but the way it was produced. Faced with budget constraints, the team leveraged internal resources creatively. They brought together faculty, students, and staff from the IE community to participate, turning the video production into a community-building exercise that resonated deeply within and beyond the university. This approach not only cut costs but also enriched the video with a genuine, familial touch that viewers found relatable and engaging.

Key Takeaways from the Episode

Listen + Learn More 

Eager to discover more about this innovative approach to university marketing? Listen to the full episode of "Talking Tactics" to hear directly from Emanuel and dive deeper into the creative process behind this successful video.