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.

Jean-Marie Dru tent talk

Shortly after his Master Class at the Berlin School (3rd March 2010), Jean-Marie Dru sat down with Berlin School President Michael Conrad for this intriguing Tent Talk. The discussion focuses mainly on ideas about 'disruption' in Advertising, a strategy which is at the very core of business at TBWA.

About Jean-Marie Dru
A graduate of HEC business school, Jean-Marie Dru began his career in 1971 with Dupuy Compton (now Saatchi & Saatchi) as an account executive on Procter & Gamble, rising to the position of Executive Creative Director in 1972.

In 1977, he joined Young & Rubicam in Paris as Managing Director, and became CEO in 1979.

In 1984, he co-founded BDDP, which became #3 in France and #15 worldwide in seven years. BDDP merged in 1998 with TBWA Worldwide. Jean-Marie Dru served as President and CEO International and was appointed President and CEO Worldwide in March 2001. In 2008 Mr. Dru moved into the role of Chairman.

Jean-Marie Dru is also the author of three books on advertising and marketing strategy, including his latest publication 'Beyond Disruption', 'Changing the Rules in the Marketplace' (John Wiley & Sons Inc, 2002), 'Disruption: Overturning Conventions and Shaking Up the Marketplace' (John Wiley & Sons Inc.1996), and 'Le Saut Créatif' (The Creative Leap, Latt's 1984). 'Disruption' is available worldwide and is currently in its fourth reprint.

Mr. Dru served as President of the Cannes Advertising Film Festival Jury in 1982 and 1998. He has also served as President of the Outdoor Advertising Grand Prix in 1987 and 1988, and is Vice President of the French National Advertising Association and a member of the European Advertising Association.

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).