USA Module 2011

The Berlin School returns to the USA for its annual module

The Berlin School returns to the USA for its annual module with two packed weeks of academic courses and close encounters with well-known figures in the creative industries. Nearly two dozen current EMBA participants will join us in New York and then Los Angeles as we go deep inside the US media, advertising and entertainment industries.

New York

The New York portion will feature an exercise designed to acquaint the participants with New York City as well as each other, as teams divide up and examine the various neighborhoods and landmarks of Manhattan. The week, with the ADC Global office as our home base, will then feature academic courses from the school's Dean, Prof. Doug Guthrie, as he teaches about power and influence in teams; our Director of Research, Columbia Univ. Prof. Sudhir Venkatesh, will conduct a research workshop related to masters theses; and the week will end with an intensive 2-day course on Negotiation and Decision-making taught by NYU professor Yuval Rottenstreich.  In between will be lectures and master classes from luminaries such as Nick Law, the CCO of R/GA, a pace-setter in digital advertising and marketing; Bob Jeffrey, the CEO of global ad agency JWT; John Dooner, the man who engineered and built the McCann Worldgroup; and (schedule permitting) Jon Kamen, whose company @Radical Media has now become a part of worldwide TV production powerhouse Fremantle.  
There will also be on-site visits to Bloomberg, the New York Times and Google, and we'll hear from noted authors such as Kathryn Schulz (Being Wrong) and NYU Prof. Dalton Conley (Elsewhere, USA).
The public will be invited to the ADC for a President's Lecture Wednesday featuring Cindy Gallop, the CEO of IfWeRanTheWorld. She'll be introduced by our current EMBA participant Robert Wong, the Executive Creative Director of Google Creative Lab.

Los Angeles

The week in LA will be hosted by our partner, the MEMES Institute (Managing Enterprises in Media, Entertainment and Sports) at the UCLA Anderson School of Business. There will be a packed schedule of courses, with highlights including Prof. Jim Banister teaching about transmedia storytelling, Prof. Jim Stengel, the former CMO of Procter & Gamble, teaching Purpose-Driven Branding, and Prof. Doug Lichtman teaching intellectual property rights. Justin Wyatt, research director at Comcast, will also offer an intensive course on media research and a television industry ideation session. There will be industry speakers such as MySpace Music CTO Dmitry Shapiro and the CEO of talent management agency ICM, Jeffrey Berg.
Site visits in LA will include the Sony studios in Culver City, as well as the legendary ad agency TBWA/Chiat/Day, which not only leads the Apple campaigns but also cleaned up in Cannes this year with its Gatorade "Replay" campaign.