Westminster Marketing Communications students present business plan to industry client in Zone29

The workshop was held between 12-14 May and students were spread across dedicated working spaces across Zone29. Each room was designed to support different styles of teamwork, creativity and problem‑solving, giving students a hands‑on introduction to the new building’s collaborative environment. Over the three days, students developed a full Integrated Marketing and Communication plan for Hollow Rocks, a London‑based multi‑sport and social club, who was the client for this year’s project.

The workshop opened with a briefing and Q&A from Louise Dawson, CEO of Hollow Rocks, who shared industry insights. Students then worked together to analyse the brief, conduct research, build a strategy and prepare a 10–15 minute pitch supported by visuals, models and tactical recommendations. Academic leads, including Dr Jez Frampton, Phil Holden, Nic Sanders, Chris Walker and Wendy Histon, visited teams throughout the workshop to offer guidance and feedback as they refined their ideas.

Throughout the day industry professionals Linh Anh Nguyen, Senior Marketing Manager at Hennik Research, and Phil Rowley, Head of Futures at Omnicom Media Group, provided additional insight into business-to-business (B2B) marketing and media futures. They highlighted the scale and importance of the B2B marketing world, a sector often-overlooked by students, which represents a significant proportion of the UK economy.  

On the final day, all teams submitted their presentations and delivered them to lecturers, with selected groups having the opportunity to present directly to the client. The workshop concluded with a reception and awards ceremony in the Sky Room of the building.

Zone29 is the University’s new home for careers and enterprise connecting students, industry and community to spark ideas and launch ambitions. For students and graduates, it is a place to build career skills, develop business ideas, meet employers and make connections. For businesses and organisations, it is a destination to access diverse talent, deliver events and activities, and to network with the University’s community.

Nic Sanders, Director of Employability for the School of Management, Marketing and Experience Industries (SMMEI), said: “It was a great opportunity for our students to explore Zone29 and make full use of the facilities, working on a live client brief alongside inspiring contributions from industry speakers, including alumni. The experience provided a highly creative and professional environment that enabled students to produce their best work, with feedback from both students and industry guests being overwhelmingly positive and highlighting the space as a leading facility that will attract further collaboration and opportunities in the future.”

Philip Holden, Course Leader of the Marketing Communications MA/MSc course, added: “Every year for over a decade now, we've set the Marketing Communications students a challenge responding to a real client brief and every year we're amazed by the hard work, enthusiasm and creativity of our students. Of course, we shouldn't be because we've spent the year taking them through modules on strategy, PR, promotional marketing, branding, consumer research and advertising. This is where it all comes together with a written brief and then an intensive three days - just like an agency pitch. Students always reflect that it's the most exciting and revelatory moment in their year.”

Bhavana Kumbhavat, one of the students who participated, added: “The IMC project with the client in Zone29 was one of the most practical parts of the course. It helped us move from theory to real-world thinking, especially in understanding client needs, campaign planning and how creative ideas need to be backed by strategy. Zone29 also created a professional yet collaborative environment, giving each team its own space to brainstorm, discuss ideas and work together effectively.”

Dawson added: “What really struck me was how deeply the students understood our brand. They showed us that the culture, belonging and community around Hollow Rocks is the product, and the sport is just how people get there. Seeing that insight come through with such energy and rigour was genuinely exciting.

“Every group brought real strategic thinking and genuine passion to the brief. If this had been a live client pitch, I would have given all three agencies a project. The ideas opened my mind in exciting ways, especially around how community and belonging sit at the heart of what we do.”

The workshop directly contributes to the United Nations Sustainable Development Goals (SDGs) 4: Quality Education and 8: Decent Work and Economic Growth. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.

Find out more about Marketing courses at the University of Westminster.