In the Creative Industry for Years — Why Choose EDHEC’s MSc & Global MBA Dual Degree?

After years of experience in advertising, branding and creative strategy, Hanjin (Saville) Lyu chose to step back into academia through EDHEC’s dual degree pathway: the MSc in Creative Business & Social Innovation followed by the Global MBA.

Having worked across local agencies, 4A firms, real estate planning and digital marketing leadership — and even co-founded a startup — she witnessed firsthand how the pandemic reshaped industry structures. Seeking a broader global perspective and a more strategic foundation, she decided to pursue a programme that could build on her creative background while strengthening her leadership and international business capabilities.

In this interview, Saville shares her professional journey, her reasons for choosing EDHEC, and how the dual degree programme is helping her rethink the intersection of creativity, craftsmanship and global business.
 

What was your undergraduate major before joining EDHEC? What inspired you to pursue this field, and how does it relate to your current programme?

Before joining EDHEC, I spent years in the advertising and communications industry following my graduation with a Bachelor’s degree in Advertising and Communication. I started as an Account Executive in a local agency, moved through 4A companies as a freelancer, conducted real estate planning, and eventually became a Creative Director and partner at a digital marketing agency, alongside a startup venture developing a career socialisation mini app.
 

When the pandemic reshaped industry operations, I decided not to follow the beaten track but seek a fresh perspective on the shifting global landscape. I wanted to find ways to help traditional craftsmanship adapt to modern industry challenges. EDHEC’s double degree — MSc in Creative Business & Social Innovation and Global MBA — felt bespoke to my goals, allowing me to build on my experience while developing in a spiral upwards.

Why did you choose to join EDHEC? Were there specific factors that influenced your decision?

I targeted this programme and knew it was the one immediately. It aligns perfectly with my professional background, interests, and personal strengths. I am passionate about art, having been a watercolourist for many years and an advocate of circular fashion. I also participated in the coordination and curation of the 13th Shanghai Biennale in 2021.

Only EDHEC offered a programme that uniquely fitted my profile. Combined with its prestige as a top European business school and the “make an impact” ethos that resonates with my own values, I submitted my application without hesitation.

My English name, “Saville”, has been with me for twenty years. It is inspired by London’s Savile Row from the Regency era, famous for handcrafted tailoring and the origin of the term “bespoke”. This name carries the heart of my passion: to infuse the spirit of traditional craftsmanship into modern creative industries, in contrast to mass production, and carve out a unique path for cultural heritage.

Why did you choose your current programme? Could you briefly introduce its structure?

I have long wanted to contribute to the preservation and revitalisation of traditional craftsmanship — such as beaded embroidery and lace — which are at risk of disappearing. The key is to find a viable connection with modern industry transformation.

The first-year MSc is forward-thinking. The Art Management course, for instance, sparked new ideas for creative business models. Collaborating with peers from diverse backgrounds has been inspiring and dynamic.

The second-year Global MBA will empower me in international finance, entrepreneurship and strategic analysis. I also hope to find like-minded collaborators here to join me in bringing this vision forward.

What was your first impression of EDHEC? Has it met your expectations?

EDHEC has completely met my expectations. I am particularly grateful to Madame Cai Yuting, International Recruitment Manager, from the Nice campus. Our conversation helped me move from considering a single MSc programme to embracing the dual degree path, which both values my past experience and offers a fresh start.
 

The professionalism and warmth of the ISO staff (International Students Office) provided my first real window into the school. Their responsiveness and targeted support left a strong first impression.

What is the teaching approach like in your programme? Can you share an example?

The curriculum is very much practice-oriented, blending knowledge, hands-on experience, strategic thinking and collaborative projects. We are not confined to classroom learning.

Experiences such as “La French Touch” in Paris and visits to museums in Dunkirk broadened my perspective and engaged me with industry realities. These moments allowed me to understand local culture more deeply and communicate with people from diverse backgrounds — something I truly value.
 

Have you had meaningful interactions with professors or staff?

One memorable moment was during the first session of the Lifestyle–Social Practice class, when the professor asked, “How full is your bucket?”. I replied that I preferred to be an “empty bucket” because I wanted to leave behind my established path. My professor encouraged me not to discard my past experience, but instead to zoom out and examine the past, present and future together. This perspective prevents the past from becoming an obstacle while allowing new directions to grow. His comment about me — “with an inspiring mind for the future of fashion” — continues to motivate me. In every class, I feel his energy and commitment to creative business practice.

What are your impressions of the campus environment?

The EDHEC Lille campus is situated on the border between Roubaix and Croix, and I feel completely safe there.

I’ve become familiar with neighbours walking their dogs each morning, greeting them with a simple “Bonjour.” People in the North of France are warm-hearted. I’ve experienced many small acts of kindness.

Recently, while searching for space for group work, we found every corner from the S building to the E building full — a clear sign of the strong academic atmosphere. And late last year, former French President François Hollande visited the E building. Unfortunately, I was in class at the time and missed the moment!

How was your transition to life and study in France?

Thanks to my previous experiences in Spain and the US, I did not feel a significant cultural gap upon arriving in France.

I deeply appreciate the French respect for individual freedom and agency. You can naturally pursue your own interests without fear of being judged. The challenge for international students is to remain focused — where you invest your time and energy is where your results will emerge.

Academically, I have been fortunate with my teams. Some teammates are exchange students from top-tier European universities, and collaborating with them always sparks new ideas. Seeing how capable this generation is makes me proud to work alongside them.