Research

White Paper: Responding to the Economic Crisis

 

New white paper features insights from faculty and top creative leaders

 

In response to the current economic crisis, the Berlin School has prepared a white paper with insights from its academic and creative faculty on the challenges and chances for executives in creative industries.

 

Anchored by a working paper from Academic Director Doug Guthrie as well as Special Advisor to the Academic Director David Slocum, the package also includes ideas and input from leading creative industry executives such as Jean-Marie Dru (CEO, TBWA Worldwide), Akira Kagami (Executive Creative Director, Denstu, Inc.) and Keith Reinhard (Chairman Emeritus, DDB Worldwide). They are joined by such Berlin School academic faculty as Jean-Marie Hiltrop, Werner Seebacher, Stuart Dixon and Jean-Phillippe Deschamps.

 

The consensus is that the crisis is bringing wrenching structural change to most creative industries, but those who seize the opportunity can survive and thrive during this period. There is a special section on how the crisis is affecting the advertising industry in particular.

Survey: The Chinese Market for Prestige Brands: Digital is the Key

 

In this study co-authored by our Executive Academic Director, Prof. Doug Guthrie, L2 Think Tank benchmarks the digital competency of the leading prestige & luxury brands trying to do business in the booming Chinese market.

 

The study looks at many of the key indicators of digital competence in the market and scores how each brand is doing so far.

 

The bottom line is that there is plenty of room for prestige brands to get a strong presence in this lucrative market, due in part to the slow or poor performance of many of the most established global brands.

Dokutainment

As the younger generations abandon newspapers and even traditional television as sources for news and current affairs, how should those media react to stay relevant? Recent EMBA graduate Armin Wolf is the Chief Correspondent for ORF-TV in Austria, and he devoted his masters thesis to this burning question.

 

Since his thesis contained lots of sensitive company information, we're not able to present his oral thesis summary online. However, German readers/speakers are in luck, as Armin recently summarized his findings in a 6-page article published in 3/2010 issue of the influential German-language journalism magazine Message.

 

www.message-online.de

Berlin School Master Thesis - Dr. Armin Wolf

“News kind of comes to me...” Young Audiences, Mass Media, and Political Information.

Missverständnis im Newsroom

Pit Gottschalk's Master's Thesis at the Berlin School developed a tool for measuring the level of digital integration in a newsroom. It featured a massive survey of more than 50 editors-in-chief of German newspapers and established benchmarks for how papers could judge their own level of digital workflow.