Audencia's Alumni Magazine

Designed to host the greatest international events – the Olympics, the FIFA World Cup – national stadiums are facing increased competition from purpose-built infrastructures built for – and sometimes by – a resident club. These facilities are still primarily under city ownership, and their municipalities have a real tendency to invest in the latest cutting edge equipment which is more spacious, connected and above all multi-purpose.

Such is the case for the Pierre Mauroy Stadium in Lille, taking less than four years to build thanks to a public-private partnership between the metropolitan areas of Lille and Eiffage, which is the main grounds for the LOSC team. Yet, it was designed to be able to transform into an arena in the space of just 24 hours, so that it can host other events. In November 2014, Pierre Mauroy successively saw two football matches, the France-Switzerland final of the Davis Cup and the Paris-Lille Supercross. Discover the story behind this incredible transformation by watching this video.

So it would seem that size really does matter when it comes to modern stadiums but hold that thought! It is also a question of overall profitability, with the provision of high-quality hospitality spaces and reception facilities which far supersede those provided several years ago. The ticketing system is also a major stake for organisers of sporting events: of course spectators come along to cheer on their favourite team but also expect added extras near to, or from the comfort of, their seats. So why not provide connected customer services?

Another obvious factor concerns the need to optimise the use of premises: when a club is only playing home games every other week, how can these facilities be put to good use for the remainder of the time? Concerts of course (where else could they put on a Céline Dion concert other than at the new Matmut Atlantique Stadium in Bordeaux?) but also seminars, catering events and much more besides.   In Lyon, the Groupama Stadium – entirely owned by the Olympique Lyonnais, whose success is  largely down to Patrick Iliou (GE 93) [Browse through Challenges from 9/01/16] also features a museum, fan zones, seminar facilities and a brasserie… of the Bocuse brand!

To crown their success and consolidate the funding of these new infrastructures, it has now become a rarity not to see facilities named after corporate sponsors. With the exception of – now regarded as old – the Stade de France and the Pierre Mauroy enclosure, the new stadiums have been named Orange Velodrome, Allianz Riviera, Matmut Atlantique or Groupama Stadium etc.

Nantes is soon to have a new piece of kit to supersede their emblematic Beaujoire Stadium. The YelloPark project, a 100% private initiative, bringing together two 50:50 shareholders FC Nantes and the Réalitiés Group, will be far more than just a football stadium (delivered in 2020). The Metropolitan Council of Nantes has chosen to give its blessing to the project, as it meets the requirements for their bold urban planning policy, with the development of multiple facilities and housing provision which is set to dramatically transform the district.

Tell me more: The top 10 features of French sporting facilities

Florence Alix-Gravellier, on behalf of the Audencia Alumni team

As this issue of our magazine is especially dedicated to football, let’s turn our attention for a moment to Florence Hardouin of France who has made 3rd position on the inaugural list of the Top 100 most powerful women in the sporting world, as featured in the American business magazine Forbes.

Here is a woman who started out painfully shy, with hang-ups over her lofty stature: in a Sunday radio news item for Europe1 she opened up about actually choosing to take up fencing because it was impossible to see her beneath the attire and mask! The beginner even deemed herself useless, which quite frankly bore no indication as to how the next part of her career would pan out: seven years on the French team (1989-1996) before going on to hold the title of world vice-champion with the French team in 1991.

Alongside her sporting career, she also worked for the Ministry of Youth and Sports from 1991, then as a marketing manager for various French companies. In 2008 she found herself at the head of marketing and sales for the FFF (the French Football Federation) before going on to become general secretary in 2013 and moreover, in 2016, a member of the governing board at UEFA (the Union of European Football Associations).

So how did this former fencer get into the footballing world? Even if Florence refrains from talking football, she is fully aware of the codes of conduct in sport, the sacrifices required and the spirit driving high performance athletes: “She may not be an encyclopaedia when it comes to football, but she does a good job in pretending not to understand”, teases Pierre Samsonoff, director of France’s amateur football league (LFA).

What niche can a woman carve out for herself in a world that is notorious for being so virile and macho? Talking to Pressreader, Jean Lapeyre explains: 

She handles matters rather like a guy. When the going gets tough, she gets going. She isn’t there to please or charm, but rather to carry her ideas through to fruition.  

She abhors any mention of feminism. She got to where she is today by believing herself to be the best person for the job, that’s all. Reticent about quota regimes, she deems “nothing worse than not being in a legitimate post”, however she would be prepared to use these same quotas if they could bring about a shift in mentalities: ever the pragmatist…

So how can we sum up this inspirational woman? By quoting Valérie Barlois-Leroux, Olympic team fencing champion and lifelong friend of Florence Hardouin, speaking on a Sunday radio news show for Europe1: “She was both talented and headstrong. She is intent on winning and a hard worker. These traits also shine through in her professional career”. A musketeer, who would have even challenged the Cardinal and his academy.

Clara Stibbe (GE 16), Consultant in corporate finance, management

For a long time now, the strength of our school has been based on the quality of our Audencia alumni network. As graduates from Audencia, it’s up to us to play an increasingly pivotal role during this period of competitive entrance exams.

From 31 May to 10 July, hundreds of young eligible applicants will be coming through the doors of our school, with the hope of enrolling on the Grand Ecole programme. They will be buzzing with questions and intent on finding out if Audencia Business School really is the right school for them.

As well we know, selecting a school is about choosing a whole package with key criteria including the school ethos, curriculum, lessons, the academic and professional staff, classmates… and of course a network of graduates.

In an ecosystem of fiercely competitive business schools, as an Alumni member we should help promote the Audencia brand by playing a meaningful role among students. From the moment the orals begin, we will have the opportunity of playing our part, as only we can, among these future Audencians.

As well as representing an array of businesses (and potential internship supervisors or employers), we will regularly be part of the team on hand guiding them on their career plans and accompanying them at key moments of their student and professional lives.

Let’s never forget that we constitute the living memory of Audencia: we embody the culture of the school. So, who is better placed to answer questions from the admits regarding Audencia’s possible courses? Who better to help them get a feel for the ambience at the school? Who could tell them about international and/or company work experience? Who could enhance their graduate career paths as well as their personal and professional achievements at the end of their years of study?  

Therefore, our commitment to the school during this critical entrance exam period is paramount. Whether as a jury member during the orals or just as a graduate, our shared efforts will contribute to the success and development of our school.

Julien Denis (GE 17) & Nicolas Mallassagne (GE 17)

Many of you are sure to have crossed paths with Claudine Lefeuvre who recently retired at the end of June.

Claudine arrived here at the age of 16, on 21 February 1974, initially for a short-term replacement working in the printing department, where she would in fact go on to spend a total of 7 years. Following this, Claudine worked on reception for a further 20 years before joining the one-stop reception desk in 2007.

With a career spanning 44 years treading the corridors of Audencia, she leaves with unforgettable memories of her time spent with us!

“The good old days”

Claudine uses this term to refer to the 80s and 90s. The smaller sizes of class years enabled her to build close relations with both the students and their parents. 

At this time she became fully involved in student life: “We had some great soirées with lots of laughter and strong ties! A post-match bash with the rugby players at the "crêperie jaune", a holiday in Switzerland with the Class of 84, a week’s coach trip to Spain with the Class of 88, José Gonzalez, Pierre Chiron and Jacques Savary! Not forgetting the GTI driving experience on snow-covered terrain in Corcoué-sur-Logne during a BDS campaign” she recollects.

Indeed, she bursts out laughing as she recalls the evening spent at the Castel with the All Blacks, surrounded by students from 1986, after a France vs New Zealand match at the Beaujoire stadium. Jacques Fouroux’s Blues beat the Blacks at the end of a hard-fought epic battle. These go to make up special, emotionally charged memories that she will never forget!

“My second home”

Claudine has known 7 of Audencia’s deans from Bernard Fournery to Christophe Germain. In addition, she has witnessed changes to the premises which have accompanied curricular innovation and the increasing number of student intakes.

Audencia really has become her second home as she likes to point out. In the 80s, she officiated from a glass office at the centre of the foyer, in a space known as the Aquarium. As the students liked to play pranks, as did she, one morning they had written in red letters: “Please do not feed peanuts to the goldfish”. This is just one of many anecdotes! Very often, Claudine took part in the campaigns of the different associations set up in the foyer. But keep this to yourself… we wouldn’t want to spill the beans on everything that happened!

“Simply making the most of life”

This jolly, sunny-natured character is moving on to pastures new but she won’t be cutting herself off from Audencia altogether. Claudine will regularly be invigilating exams. There is no way she could break all emotional ties with a school that has given her so much. She would also like to get back into sport and do some voluntary work: “Why not help an elderly person or look after children after school?”

So what is she most looking forward to now that she’s retired? “Not having to set the alarm clock!”

@Claudine: From all of the former students, our warmest wishes for a wonderful retirement and many fabulous adventures to come!

Please send your messages to: clodine44@laposte.net

Laëtitia Caliez, on behalf of the Audencia Alumni team

On Wednesday 20 June, the 3rd edition of the ‘Start-up en Scène’ Awards Ceremony was held at the Silencio in Paris. A cultural event honouring entrepreneurship, organised by the Culture & Management (C&M) Club, in partnership with Audencia. Interested onlookers, startupper applicants and winners, as well as members of the selection panel, gathered together for a networking gala marked by innovation and high spirits!

Audencia was very well represented. Spline, the visual engineering start-up which was co-founded by Claire-Alix Gomez (GE14), won in the Cinema / Audiovisual category. For the Schools’ Award, the nominees were Atypic' Photo by Natacha Gan (GE 14), Sonic Solveig editions by Ramzi Saidani (GE 98) and Accordissimo by Valérie Gombart (GE 97).

The ties between Audencia and C&M go back some 5 years. Back then I was looking to find my first job but unable to join this closed club as Audencia had not been one of its founding members (HEC, ESSEC, ESCP-EAP, Sciences-Po Paris, EM Lyon and Insead). An absurd situation indeed – in light of Audencia’s high academic quality in terms of culture – which motivated me, with the support of a great many graduates, to set up and structure an enduring Audencia club devoted to culture and media-related professions.

In 2015, the idea of integrating C&M came to fruition. In order to get the whole school on board, with my new teamsters Hélène Wang (GE 14) and Vincent Douaire (GE 14), we rallied support from Laurent Noël and Martha Abad with their majors in culture to join us in our project with its guiding theme.  Over a period of six months, Constance Castaing, Lauriane Labourel (GE 17), Erwan De Kermabon and Catherine Galtier (GE 17) tracked down illustrious culture grads so as to produce a video in support of our application package.

This file presented Audencia’s cultural projects and demonstrated the extent to which culture lies at the heart of the school’s fundamental values.

Audencia constitutes one of the leading culture and management majors in France, with links to the Ecole du Louvre, the MédiaCampus in the Creative Quarter on the Ile de Nantes, a Master in Cultural Management in partnership with Glasgow, graduates working in the finest establishments (the Musée National Eugène Delacroix, the Pompidou Centre, the Opéra de Lille, the Opéra de Lyon, the Festival du Cirque, the Saint-Germain des Prés Jazz Festival and Paris City Hall, etc…) as well as movie producers, comic strip artists and many more besides. In short, a showcase crammed to the hilt with the best things happening on the culture and management scene!

In July 2016, Audencia, with the help of Christophe Germain in person, became the very first school to become a member of the C&M Club, an association that takes an active interest in the many strategic stakes affecting a range of culture-related business areas. An example which may inspire others to follow suit as EDHEC has just submitted their membership application.

In the meantime, we look forward to seeing you at the end of September for our opening conference, season 2018-2019, on the theme of employment.

Pierre Reinisch (GE 13)

With her longstanding commitment, firstly to Reseaudencia (the Audencia network) and then Audencia Alumni, Cécile Kergrohen (GE 93) has been President of the Audencia Alumni Supervisory Board since June 2017.

A few days after the General Assembly, held simultaneously on 28 June in Paris and Nantes, Cécile gave a review of the previous year and outlined the joint project for the development of the Audencia Alumni network which is spearheaded by a team of committed volunteers.

Cécile, could you just take us through the two main measures undertaken in 2017 – 2018 spearheaded by the Audencia Alumni Association?

We should emphasize that Audencia Alumni is steered jointly by both the school (via the Audencia Alumni department) as well as graduates (represented by the association). This innovative model has now been adopted by a great many alumni networks. It serves to mobilise considerable operational and qualified resources while building on the ideas, initiatives and professional skills of graduates.

The key issue facing Audencia Alumni, as with all other alumni networks, is how to mobilise the community: how can we arouse graduate interest to get involved, become members and take part in the activities provided? Also, how can we generate new ideas, foster exchange, mutual support and sharing among alumni?

To gain greater clarity of graduate expectations on these issues, at the end of the year we conducted a major marketing study and an audit into our organisation. The findings proved both rich and dense and so are hard to sum up. Nevertheless, two main lessons can be drawn from this research:

• The overall level of satisfaction is not very high ; however it would be straightforward and rapid to put some levers for improvement in place: more inspiring, practical and richer content, more variety in the scheduling of events, and better targeting of communication.
• There is a need to move the scope of the association forward. Closer ties with the school in 2012 has moved the goalposts: the idea now is to focus the scope of the association to strengthen graduate to graduate links, in a format which is more user-friendly for all concerned. As for the school, it will mainly concentrate on the operational aspects and the running of the network.

 

What are the next steps in all of this?

We are using the "test and learn" approach in order to have optimum flexibility in our undertakings.

In the new term, we are going to organise an interclub gathering in Paris to gain understanding on the difficulties, expectations and wishes of individuals. We’ll put forward proposals to give fresh impetus to the Ile-de-France region, taking inspiration from best practices elsewhere, in other regional or global chapters.

We are also looking into ways to better organise the association, with the aim of streamlining operations. No more formalisation, there’ll be a master calendar linked to Audencia Alumni’s general action plan etc. Undoubtedly there’ll be changes made to status and an EGM convened.

Of course, we remain attentive to your suggestions and happy to learn from your relevant experience to get things in motion.

Please feel free to get in touch with us!

 

[Read the full interview on Together]

Florence Alix-Gravellier, on behalf of the Audencia Alumni team

As graduates often put it: expatriation is a life-changing experience and one of the highlights of student life. These periods spent abroad, currently part of many of the school’s programmes, leave a lasting memory and constitute a real turning point for temporary expats in terms of how they perceive the environment.

At the core of Audencia’s Bachelor Programme, it offers students a dual experience, enabling them to combine overseas study with the business world, and it is the place where certain undergraduates gain their first work experience. “I’d just turned 18 when I left for England, to work as a PA in a language school. This experience helped me grow and mature”, explains Louise Pasquier (Bachelor 17). And it goes far beyond the professional aspect, the students are experiencing a total life experience: “I learned to live alongside others in a country with different customs, as well as master a foreign language that I could use in everyday life”, our graduate continues.

For Mathias Denis (Bachelor 17) he would say:

The overseas internship is an amazing opportunity as it allows you to mingle and blend in with your culture of choice. The fact it comes early on in the school programme enables you to achieve a proficient language level so that you can understand people from both inside and outside the business world.

Hence, expatriation is a real asset, enabling students to get a head start when looking for future internships and sandwich courses.

As part of the framework for this first experience, the students are provided with individual support, to ensure that they are well prepared prior to their departure. “The support I received from the school helped me to perfect my CV and cover letter in English, so that I could secure my internship in London”, explains Nicolas Gumy (Bachelor 18). “After my individual follow-up interview, I managed to find my work placement thanks to a graduate, contacted on the school’s platform where there is a back catalogue listing previous internships.”

Armed with all this information, the Bachelor programme is set to accentuate further the importance of this experiential learning opportunity, by extending the minimum overseas placement period. Equally, within the framework of the Grand Ecole programme, from the beginning of the new school term, it will be mandatory for the 1st internship “Comprendre” to be completed abroad. This illustrates the pride of place accorded to the international market at Audencia Business School.

Mathieu Bonnamy, on behalf of the Audencia Bachelor team

While recently walking around Roland Garros, I had the pleasure of crossing paths with Amadou-Hamat SY (GE 00).  Although he is no longer ISD of the French Tennis Federation, Amadou remains at the heart of the event as, with DT Consulting, the company of which he is the associate director, he manages a vital link in the Roland Garros ticketing process.

So maybe it’s in some way thanks to him that you managed to get your hands on that precious sesame pass, giving you access via the Porte d’Auteuil. Maybe you were able to attend the final of Olympique de Marseille in the Europa League, or go along to PSG, AS Monaco or AS Saint Etienne matches this season.

It took just a few minutes for Amadou to tell me about the stakes involved and the latest trends emerging in this business area that finds itself in constant flux.

The playing field is becoming increasingly complex

Clearly the market for sports is booming, with the explosion of TV rights, costly transfers, enormous stadiums and the like. There are concerns about optimisation, return on investment and maximising profitability which are at the core of all event organisers’ strategies, but now they have a powerful ally, digital technology, which opens up a plethora of possibilities when it comes to marketing.

The challenge for the technical operators in the ticket marketplace is therefore to harmonise the aggressive sophisticated trade policies of the clubs and event organisers.

In a few years, the clubs adopted yield management and then revenue management. Every effort is made to sell at the best price with a personalised offer (a single ticket or package offer, extra services such as parking, meals or prime visibility for example). However, it is also necessary to fill the stadiums and limit the “no shows”, these spectators who for one reason or another can’t get to the match after purchasing their ticket. For this reason, the tickets may be re-sold, exchanged or transferred free of charge and in a legitimate and controlled manner. 

Add to this the importance of filling up certain strategic areas as a matter of priority (those in camera shot), new security constraints (secure nominative tickets), and the multiple distribution channels (host site, specialised sites, physical points of sale and so forth), and managing ticket sales channels can prove to be quite a conundrum. Of course, it all has to be 100% reliable and able to manage sudden surges, peaks in demand when against all odds the club actually qualifies for the final.

This is a far cry from the box offices located at the stadium entrance, where you once had to camp out or wait in the pouring rain just to purchase a ticket.

Florence Alix-Gravellier, on behalf of the Audencia Alumni team

Since the beginning of June, spearheaded by Hadrien Outtier (GE 17), graduates operating in the consulting sector, as well as students with a genuine interest in these activities, can get in touch via Together to share experiences and cross paths.

The Audencia Alumni Consulting Club has set itself the following objectives:

• Step up exchanges and gatherings between alumni operating within the sector 
• Build bridges with Audencia students who have chosen this track, by facilitating access to consulting with graduates currently present within the sector 
• Uncover new firms and new missions, to help ease employment transitions and changes in post for those wishing to do so        
• Increase the frequency and type of gatherings, be they formal (conferences, communal breakfasts, workshops) or informal (afterworks) focusing on targeted topics presented by experts.

The goal of the Club is to bring together Audencians operating in consultancy firms and also consultants hailing from different professional fields (finance, HR, FinTech M&A, AMOA, AMOE, SI, Change and many more besides).

"Calling all past, present and future consultants! Join us as we share, gain inspiration, make headway and potentially develop new projects together. Fully convinced that it’s by the sharing of knowledge, the reviewing of experience and the setting up of exchanges that we thrive, I’m inviting all those who wish to move in the world of consulting to become part of this ambitious club. We have afterworks, luncheons, conferences and round tables in store for you so take my advice: there’s not a moment to lose, come and join us and remember to spread the word!" concludes Hadrien Outtier.

#GrowTogether #StrongerTogether #SmarterTogether

Florence Alix-Gravellier, on behalf of the Audencia Alumni team