Dr. Rainer Esser President's Lecture

Berlin School of Creative Leadership President's Lecture with Dr. Rainer Esser, General Manager of Die Zeit (10th August 2010).

About the lecture: By the mid-90s Germany's highly-respected weekly newspaper, DIE ZEIT, had lost much of its relevance in the market. "Old auntie", as it was called, could not keep up with the colour and excitement of private TV and the Internet. Now such problems are compounded by a difficult economic environment, decreasing advertising sales in the print market and the rise of smartphones, social media, etc.

Despite all that, DIE ZEIT is not an endangered species like many other weekly publications. Indeed, it is now highly successful among Germany´s biggest weekly newspapers, with a circulation of 500.000 and *growing* advertising sales.

In addition to its core weekly print product, DIE ZEIT has developed a place to go for quality journalism and rich media in the Internet: ZEIT ONLINE. It also has successful magazines, editions, a wide range of high level events and conferences, a corporate publishing unit and continuous thoughts about new chances to grow.

So how did DIE ZEIT manage this? How does it grow in spite of crisis? And how does it lead its organization to defy the negative trends in the print-based news industry?

These questions are answered by its publisher, Dr. Rainer Esser.

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).