Cindy Gallop President's Lecture

"Stop Talking, Start Doing: From Social Graph To Action Graph With IfWeRanTheWorld"

About the Lecture
The biggest pool of untapped resource in this world is human good intentions that never translate into action.  What if you could turn every single good intention that each of us has daily, into action at the moment of intention? And what if you could also do that with brand and corporate good intentions, and activate both collectively into shared action, against shared objectives, that would produce shared and mutually ownable results?  Cindy Gallop explains how, in a world where transparency is the new personal and business reality, microactions are the new tweets; user-generated action is the future of the social web; and Action Branding is the future of advertising.

About Cindy Gallop
Cindy Gallop's background is brandbuilding, marketing and advertising - she started up the US office of ad agency Bartle Bogle Hegarty in New York in 1998 and in 2003 was named Advertising Woman of the Year.  She is the founder and CEO of www.IfWeRanTheWorld.com, a radically simple web platform designed to help change the world one microaction at a time, which launched in beta with a demo at TED 2010, and of www.makelovenotporn.com, launched at TED 2009.  She acts as board advisor to a number of tech startups and also consults, describing her consultancy approach as 'I like to blow shit up. I am the Michael Bay of business.'

Brabeck-Letmathe tent talk

Peter Brabeck-Letmathe, Chairman of the Board, Nestlé S.A. talks to Berlin School President Michael Conrad about his personal style of creative leadership, the first three moves he made as head of the company and his philosophy on keeping innovation a focal point in creative organizations.

Impressions

Impressions from the Berlin School of Creative Leadership Graduation Ceremony and Events (November 20, 2011)

iPhone testimonials (November 2010)

Impromptu iPhone interviews with Berlin School participants by Michael Conrad. (Interviews filmed November 2010).

The question: "When we were developing the concept for this program, Sir John Hegarty said that this has to be a life changing event for the participants. What was it for you?"

Ménage à Trois

How can an unsexy brand in a boring category like banking reach consumers and make an authentic impression on them? Drawing on her Berlin School research and years of professional practice, Luciana Olivares presents her findings in her award-winning Master's Thesis, "Ménage à Trois"  She explains a methodology by which brands can identify with a mutual love between themselves and their consumers, and she then shows his this process yielded spectacular results for her company, a Peruvian bank. It capitalized on its regard for Peruvian gastronomy, long a source of national pride, to generate a vast array of activities and products that anchored BBVA Banco Continentale and Peruvian Cuisine next to each other in consumers' hearts. Luciana and her bank went beyond the well-worn methods of celebrity endorsement or community outreach to go much deeper in authentically and creatively promoting something it loved. The results catapulted her bank to the top of brand identity in her market and serve as a helpful blueprint for marketers everywhere.

Marcello Serpa tent talk

Throughout his career, Marcello has been noted as Brazil's most honoured art director, having won gold, silver and bronze medals in the principal Brazilian and international advertising festivals. At the Cannes Festival, in 1993, he won Latin America's first Grand Prix and 31 Lions during the last 6 years.

He is the most awarded art director in the 24-year history of the Annual of the Club de Criação; the most honored Brazilian at the Art Directors Club of New York, with Latin America's only two Gold Medals; winner of two Grand Prix at the New York Festival; Best Creative Professional at the Prêmio Caboré in 1993 and 1999; three-time winner of the Abril Advertising Prize; Professional of the Year for Rede Globo Awards in 1993; winner of Gold and Silver statues at the Clio Awards; winner of three Grand Prix at FIAP (Latin American Advertising Festival). He created two covers for Archive Magazine and is the only Brazilian art director to receive Gold at the One Show.

In 1998, he was the first Brazilian to preside over the jury at the London Festival. In 2 consecutive years, he was named Best Creative Director in Latin America and Brazil at Latin Spots magazine's "El Ojo de Iberoamerica" Awards.

Berlin School

Cannes Creative Leaders Programme

Following an intensive 6 days of classroom instruction in Berlin and 6 days of blended learning sessions in Cannes during the Cannes Lions festival, three 2011 Cannes Creative Leaders Programme participants share insights about their program experience and what the key take aways were for them (Till Hohmann, Chief Creative Officer, JWT Germany, Patrick Tom, Executive Creative Director, TBWA\Vietnam and Nina Mosurashvili, Marketing Communication Director, TBC Bank Georgia).