"Beta"

In the digital age, when marketing is a constant conversation between product makers and consumers, a new approach to product development has taken shape. Those in the software industry are familiar with this concept: the beta version, the work-in-progress that does a basic task but calls upon its users to suggest improvements, fixes and new directions. A beta version is a signal and a call to action for those who encounter it.

Jeff Jarvis most recently wrote a book called "What Would Google Do" in which he looked at the company's business methods and found a way forward for many other industries. Building on the work in his book, Jeff lectured in January 2010 (as part of the Berlin School EMBA program's USA module) on the subject of Beta. There are principles in the permanent-beta philosophy that can help any business get better at what it does, moving away from finished products to more open, collaborative methods.

As Jeff noted during the lecture, his editor and agent were in the crowd. There's another book idea in here somewhere, and this was Jeff's first public attempt to articulate his main thesis. In other words, if this becomes a book, you heard it hear first. As a beta version.

Jeff is a member of the Berlin School's Board of Governors, and shortly before this public lecture he sat down for a tent talk with the school.

He also writes a well-known blog, Buzzmachine about changing media in the digital age.

The lecture was delivered at the Art Directors' Club in New York City.

Please note, we had some technical problems with the video feed for the last minutes of the lecture. But Jeff's lecture was so good that we hope you can bear with us and enjoy just the audio stream for the last part.

Sir John Hegarty tent talk

Sir John Hegarty is a renowned creative leader. He is one of the world's top creative minds and an industry leader having amassed decades of successful experience and wisdom as a founder of BBH. In this TentTalk with Michael Conrad these two advertising gurus discuss the crucial role of creative leadership and state of advertising today. Sir John makes his case that successful creative professionals are not problem solvers but rather people who "make magic", bring fame to brands and inspire their audiences to think and get involved with products and brands. His approach is to remain irreverent, constantly challenge the norm and asking "Why?" Sir John also explains his optimism for advertising during these challenging times for the industry and the global economy. Learn here also how it feels to be knighted by the Queen of England and how the next vintage of Hegarty wine will taste!

Berlin School Graduation 2009

Impressions from Berlin School of Creative Leadership 2009 Graduation Ceremony and Events

Iphone testimonials

Testimonial iphone interviews with Berlin School class of 2009 participants by Michael Conrad. During the demanding thesis presentation week, August 2009.

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?"

Fear Factor - Fear to Differentiate

Lucia Tarbajovska

Lucia's thesis was awarded best Berlin School thesis research project of 2009. This 20-30 minute presentation with slides summarises the themes central to her thesis, 'Fear Factor - Fear to differentiate'.

Thesis research projects at the Berlin School are an integral part of the global Executive MBA in Creative Leadership program and represent the culmination of extensive research and background work conducted individually by each EMBA program participant.  Each thesis is aimed at challenging the status quo of communication, provoking and inspiring new thinking - leading to new expertise, practices and tools. Thesis topics reflect an individual participant's fresh, practical, provocative, and radical ideas and are built around a theory, argument, assumption, premise, postulation, concept or contention that has the potential to refresh and renew communication as we know it in the fields of advertising, design, entertainment, journalism, marketing and media. As a general rule final EMBA theses are judged according to their potential to inspire new ways of thinking about the future of communication as well as their ability to encourage higher leadership standards in the creative industries.  Topics can focus on issues specific to a participant's company or general issues that relate to the creative industry as a whole.

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.