President's Lecture

Peter Brabeck-Letmathe, Chairman of the Board, Nestlé S.A. talked to Berlin School participants and selected members of the public about the latest research in consumer engagement, Nestlé's Accelerated Innovation Team and how the complex organization localizes social media efforts. Mr Brabeck-Letmathe also took questions from the audience on current issues Nestlé is facing and how to keep ideas fresh and team members motivated.

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.

Toshio Suzuki tent talk

Toshio Suzuki is Chief producer and President of the Japanese animation house Studio Ghibli. Many of Mr. Suzuki's films have enjoyed great commercial success including Spirited Away. He is considered one of the fathers of modern Japanese animation. In this TentTalk with Professor Eoin Banahan of the Berlin School, Mr. Suzuki explains the success he has found in weaving trends with classically "good work" to appeal to both younger and older audiences. He also explains the difficult, often conflictual, balance that must be struck between his duel roles as a creative force and manager. At Ghibli, says Suzuki, it is the the story which drives the project deadlines and inspires his team.

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).