Late last year, Branded Lifestyle, Inc (BLI) – the biggest distributor of designer eyewear brands in the Philippines – introduced its first ever marketing-based competition, Integrated Marketing Challenge or IMC. IMC aims to give students the opportunity to become marketing managers for a specific eyewear brand. In its first year, IMC puts the spotlight on one of BLI’s newest brands – Pepe Jeans London. BLI together with its PR agency Thinline visited the three participating universities – UP, Ateneo and UA&P – and challenged them to turn concepts into strategy by creating a marketing campaign for the launch of Pepe Jeans Eyewear in the Philippines.

Over 100 of the best students from each of the schools registered and submitted their team’s preliminary marketing campaign outline, which was screened by a group of BLI’s foremost brand and business development managers. Five short-listed teams from each university will contend with one another as they battle it out at the upcoming University Finals for a chance to win Php 75,000 in cash plus of course their very own piece from Pepe Jean’s latest eyewear collection. Perhaps an even greater prize for the winners will be when BLI adapts their campaign in its operations.

With IMC, BLI urges young talented students, not only to promote a brand, but also to unleash their potential and revolutionize how things are seen by sharing their vision to other people. This is also a chance for them to develop and apply professional skills, while discovering career opportunities in fashion marketing.

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