Contract Case

The contract case offers an immersive experience that faithfully recreates the day-to-day reality of a marketing agency. Delegates, grouped into teams of four, must develop a complete marketing campaign and present it to a jury during an intensive day structured around three successive rounds.

As part of this exercise, each team must first present itself as a fully-formed agency, outlining its mission, vision, and objectives, with the goal of convincing the jury and winning the contract. Strategic thinking plays a central role, as does advertising creation and decisions related to media buying and placement, which are essential elements for the success of a well-orchestrated campaign.

One distinctive feature of this case is the preparation that precedes it: even before the Happening Marketing weekend takes place, teams must develop a complete visual identity for their fictional agency, including a logo and a cohesive brand image. This preliminary work adds an extra dimension to the exercise, requiring delegates to think of their agency as a genuine market entity, distinct and memorable, even before the competition itself begins.