Ateneo Marketing Varsity wins L’Oréal Brandstorm 2024

The Ateneo Marketing Varsity (AMV) triumphed as the overall champion of the recently concluded L'Oréal Brandstorm 2024 competition. The team is composed of Joshua Mateo (3 BS CTM), Agatha Garduque (4 BS ITE), and Alyssa Peyra (2 AB MEC), under the mentorship of Asst Professor Arkel Mendoza and Mr Van Valdez, showcased brilliance in innovation and creativity. AMV's victory marks an important milestone in its history since its renaming in 2022. 

The Ateneo Marketing Varsity (then called JGSOM Marketing Varsity) has consistently excelled in training students and preparing them for various case competitions. Their recent wins include being the 1st Runner-Up in the PANAF Brand Communications Students' Competition 2023 and National Finalists in the UNILEVER Future Leaders’ League Case Competition 2024. 

L'Oréal Brandstorm, an annual showcase of marketing and innovation case studies, presented this year's challenge of "reinventing the salon experience through tech" for the Professional Products Division. AMV bested 14,000+ student innovation from around the country.

The grand finals were held at The Blue Leaf Cosmopolitan, Robinsons Bridgetown, Quezon City last 12 April 2024. Among the notable contenders were Team SOS from UP Diliman (1st Runner Up) and M&Ms from Ateneo (2nd Runner Up), alongside 3 other esteemed teams from universities such as UP Visayas, Miriam College, Siliman University, and University of Cagayan.

AMV's winning proposal, called ROOTINE, is an application designed for Gen Z consumers. It proposed to make the salon experience fun and exciting again for stylists and its target market. This impressed the panel composed of top executives from L’Oreal Philippines.

As national champions, AMV is set to represent the Philippines and Ateneo at the L'Oréal Brandstorm International Finals in London, United Kingdom, this coming 18 to 22 June. This opportunity highlights the global impact of Ateneo JGSOM’s thrust to make well-rounded students who excel in various fields of Management. 

"We are incredibly proud of the Ateneo Marketing Varsity for this amazing feat. Their victory reflects hard work, innovation, and strategic thinking. We are confident that they will make us proud on the international stage.", says Arkel Mendoza.