President's Lecture

Berlin School of Creative Leadership President's Lecture (13th September 2011) featuring the Freitag Brothers, Founders & Owners of FREITAG bags.

FREITAG has become a leader in intelligent design, branding and business. Its hallmarks - recycled materials and customizable design - are among its many smart innovations.

Back in 1993, graphic designer brothers Markus and Daniel Freitag were on the lookout for a heavy-duty, functional and water-repellent bag to carry their designs. Inspired by the coloured lorries rumbling along the Zurich highway near their flat, they cut a messenger bag out of an old truck tarpaulin. As the carry belt, they used a second-hand car seat-belt, while an old bicycle inner tube provided the edging. The rest is history.

This lecture was a rare opportunity to hear the Freitag Brothers tell the extraordinary story of how they gained success through the execution of an idea. Hear how they launched their business together and developed the key aspects of the FREITAG brand, giving it a personality and identity so strong that it has yielded a devoted worldwide customer base.

"It's about people, it's about planet, and it's about profit. I think if those three elements come into balance, I think this is very helpful, and you can create a sustainable operation or a sustainable brand", says Markus Freitag.

Hear how the 3 P's - people, planet and profits have been effectively combined in creating the FREITAG business model. We very much look forward to seeing you at the Berlin School for what promises to be an exciting event.

About the Freitag Brothers
Markus (born 1970) and Daniel (born 1971) Freitag were both raised near Zurich in Switzerland.

Markus completed a four-year apprenticeship as an exhibit and decoration designer (1987-1991) and then an education program for visual design at the school of art and design in Zurich (1991-1993).

Daniel completed a four-year apprenticeship as a commercial artist (1988-1992) and then worked as a freelance commercial artist in various advertising agencies in Zurich (1992-1993).

In 1993 the brothers found FREITAG individual recycled freeway bags.

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).