Marketing Case Files.
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CLASSIFIED // MARKETING INTELLIGENCE UNIT

MARKETING
Case Files.

Every brand hides a problem.
Every problem leaves clues.
Every clue tells a story.

Your next investigation begins with what you know.

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Portrait of Madina Kalyayeva

Meet the Lead Investigator

Madina Kalyayeva

Lecturer at ESSEC Business School | Global Marketing & Communications Leader

With more than 15 years across luxury, fashion, beauty, hospitality, PR and advertising, Madina has learned to look beyond the obvious. As a lecturer at ESSEC Business School and leader of Tilt in Singapore, she brings a sharp eye for the signals that shape brands — from the stories they tell to the strategies beneath them. At the Bureau, she reminds every investigator to question the first explanation and follow the evidence.

The Dossier Archive

Open case files

  1. Case File 01

    The Launch That Looked Finished

    MendTrail Studio is a hypothetical company launching interactive repair lessons for community workshops. Its small team used Claude Design for the interface, Claude Code for implementation, GitHub for project history and Vercel for hosting. The demonstration looked polished, and the deployment dashboard showed success. Yet workshop testers reported that the public lesson button did nothing, returning learners lost progress, and login appeared successful even with invented credentials. Meanwhile, a developer demonstrated a working lesson button on their laptop. With a partner demonstration approaching, the team must distinguish an outdated release from incomplete functionality rather than rebuild everything. All company details, events, measurements and project artifacts in this case are hypothetical; source quotations in the debrief come directly from the submitted notes.

    From the session · LaunchLab: Claude Design, Claude Code, GitHub, and Vercel

    Open Dossier

About the Rookie Detective

Rewa Mehta

“A marketer turned rookie detective, decoding the brand world.”

Role
Digital Platforms student
BID
B00835508
Email
b00835508@essec.edu
Section
B
LinkedIn — Rewa Mehta (opens in a new tab)

Every guest speaker session leaves me with a notebook full of leads. This bureau is where I follow them: I file my notes from each real session, then turn the ideas into a hypothetical case where the clues have to be weighed, not just remembered.

The sessions and notes are real. The companies, events and evidence are invented, so the concepts can be tested safely. Each case is drafted with AI assistance and reviewed by me before it’s declassified.