Alumni Impact Stories - Berlin School of Creative Leadership

It changed my lifeand my companyBerlin School Alumni Tell Their Stories of TransformationCANNESLIONS OPENHOUSEsee page 2The Executive MBA for Creative Leaders. Apply now for the next global class. www.berlin-school.com

CANNES LIONS OPEN HOUSEGet to know the Berlin School at our Open House during the first Cannes Creative Leaders Program.Three Executive MBA alumni will each share their Berlin School masters' theses on Inspiration, Mass Collaboration& Newsflow Digitalization.Wed, June 23, 17:00 –18:30 /Palais / Lower Level / Cannes Creative Leaders Room»It has to belife-changing«When the Berlin School of Creative Leadership was just an idea five years ago,Sir John Hegarty of the international ad agency BartleBogleHegarty advised thatthe program would only be a success if it changed people’s lives. Now 5 yearsand 3 graduations later, the school has built a global community of creative leadersfrom more than 40 countries. And as the participants’ stories on the followingpages illustrate, our executive MBA program in Creative Leadership has indeedchanged their lives — and their companies.Our program delivers an MBA Plus, meaning participants get a rigorous executiveMBA program plus things not found anywhere else:a focus on leading in the creative industriesa network of creative industry peers for learning and business networkingcross-industry insights and inspiration from other creative industry fieldsa global perspectiveaccess to and mentoring from creative industry leaderslasting friendships with a close-knit family of other creative leadersWhen alumni and participants tell their stories of life before and after the BerlinSchool, there are common outcomes that they credit to our program, such as:My team or company now produces a completely different level ofcreative workOur business has outgrown our competition during the recent crisisI have successfully started new lines of business or entire companiesI have used my learnings to lead a transformation of my organizationMy Berlin School experience helped me make a transition to a new jobI have a perspective that I did not have, a broader visionI now have the confidence in myself to do what I want and lead othersWe recently have won more awards for creative work than ever before

11Berlin School President Michael Conrad(right) introducing Sir John Hegartyduring a recent President’s Lecture atthe school. Hegarty will mentor thenext EMBA Start cohort beginning inSeptember 2010: »The Sir John HegartyClass at the Berlin School.«After so many years in my industry, I feel rejuvenated and refreshedI am now a different person than I was beforeLikewise, when Partners, CEOs or HR Directors tell us what happened to theircompanies or colleagues as a result of the school, other positive outcomes arementioned time and again:My successor went to the school and they have now taken over the companyOne of our top executives has now gone from good to greatWhat was once an underperforming company is now a group-leadingcompanyBased on what was learned at the school, we have launched a new lineof businessWe are transforming our business based on learnings from the programWe hope you will get to know some of our alumni and their Berlin School experiencesin this brochure. And we invite you to join our family of creative leaders,because as they explain here, it can be life-changing.To join the »Sir John Hegarty Class« in September 2010, contact us atinfo@berlin-school.com

How the Berlin School of Creative Leadership transformed meII refocused my agencyto reach a higher level ofcreative quality.Gideon AmichayChief Creative Officer & Joint Managing PartnerShalmor Avnon Amichay / Young & Rubicam, Tel Aviv (Israel), EMBA 2006–2008If winning advertising festival awards are any indicatorof the quality of the creative work, then for yearsGideon Amichay and his team weren’t competitive.Year after year he entered creative work in Cannes, forexample, and never landed a piece on the short-list.Then Gideon enrolled in the Berlin School’s EMBAprogram in late 2006, and his subsequent performancehas been astounding:Cannes 2008: Winner of 5 Lions:1 Gold, 2 Silver, 2 Bronze, 16 ShortlistsCannes 2009: Winner of 4 Lions:1 Silver, 3 Bronze, 11 ShortlistsCannes 2009: Awarded 2nd Place for MediaAgency of the Year Grand LIA at the London International AwardsYoung & Rubicam Agency of the Year in 2009Gideon, who began his career in advertising as anillustrator, says he was attracted to the Berlin Schoolbecause of its vision: learning to lead a creative organization.»I was also in a chapter of my professionallife where I wanted to invent myself again. I wantedto meet more professionals like me from other markets,who deal with the same issues as I do. I wantedto share experiences.«For Gideon, the school helped him ride the digitalrealignment to reposition himself and his company.»We all walk in the fog. It is a new flat world and thespeed of everything is crazy. The digital revolutionand the impact of the new technolgies are a tickingtime bomb on the conventional agency world. Mostof our models are changing. This is challenging meevery day. Now I undersand the digital revolutionbetter.«»When I decided to do the program I knew that itwas time to learn again. I knew there was somethingabout that digital world, but I didn’t think the impactwould be so huge. Maybe I didn’t want to see it. NowI understand the power and impact. We (the agency)are going through major changes already. I find betterand better ways to invent myself and the agencyagain and again and again, and the Berlin School hasa great part in all these changes.«»It made me change everything: the way I work, theway I lead people, it changed my standards; not to ahigher level but to a completely different scale. What Ilearned at the Berlin School was crucial; I don’t wantto exaggerate, but there is no question I am differenttoday. And it’s not only me saying so; my entireenvironment says so. I understand my role better andbecause of that I can see better and behave better. Itmade me more curious, made me ask different questions.It made me draw dffferent conclusions. In theend it made me braver.«

How the Berlin School of Creative Leadership transformed meIIII launched my secondcareer half & now outgrowthe competition.Sergio AlcocerPresident & Chief Creative OfficerLatinWorks, Austin (Texas, USA), EMBA 2008–2009Sergio Alcocer specializes in multicultural communicationin the USA, providing creative solutions forbig American companies to win with the country’s50 million plus Hispanics. For Sergio, a desire toregain his passion for his profession is what partlybrought him to the Berlin School.»After 20 plus years as a creative, the last 10 runningan advertising agency, I needed to reignite my passionfor the business,« he says. »I found myself in mymid-40s stuck in my own knowledge, tired and a littleburned out. Successful as I was I knew I needed tolook forward and prepare for the enormous wave ofchange in our industry. I came into the Berlin Schoollooking for the tools to start the second half of mycareer. I got that and much more.«»The core of the Berlin School is about how to leadcreative industries. In our field one gets to the topby starting at the bottom. Many of us are self made,meaning that we learned our trade while doing it, notnecessarily in a business school. But when you getto a point in which it is now your turn to lead anagency, are you truly prepared to lead? That’s whatthe Berlin School gives you: a framework to applyall what you know as a seasoned professional in amore structured way.«For Sergio, the main lesson he learned was »that thereal role of a creative leader is to create the circumstancesfor others to create. Having creative peopleon top of companies is a great way to infuse creativitythroughout the organization.«The results speak for themselves: LatinWorks wasbothAdvertising Age Multicultural Agency of theYear of 2009 andAdWeek Multicultural Agency of the Year 2009.Beyond winning more awards in this period than anyother agency in their space, however, Sergio saysthat »no other agency in our space won more newclients than us.« Sergio’s rediscovered passion hastherefore healped lead directly to sizzling financialgrowth for his agency.»It is not a coincidence that I was enrolled at the BerlinSchool from February 2008 to August 2009. Theimpact that the school had on me and through me, onmy agency, has been huge.«

How the Berlin School of Creative Leadership transformed meIVI learned to offer holisticbusiness solutions, not justcommunications solutions.Bechara MouzannarRegional Executive Creative DirectorLeo Burnett MENA, Beirut (Lebanon), EMBA 2008–2009With more than 20 years experience in the advertisingindustry, Bechara Mouzannar was interested in»taking everything to the next level.« He had wonmany regional creative awards and a few internationalawards, but never an award at Cannes Lions.And his expanding responsibilities within his agencynetwork meant he needed to think more as a businessperson and gain a broader perspective.He says the EMBA program taught him »how to implementchange and how to develop the right mindsetrequired to manage change effectively.« He alsolearned tools for immediate action empowering himto lead with more confidence and skill. That translatedto credibility vis-a-vis clients and the businesscommunity.»I learned how to ask the right questions and got abetter understanding of the business opportunitiesthat should be transforming our industry at a time theold business model is leading to a lack of relevancein communication. Now I’m able to offer holisticbusiness solutions to clients, not just communicationsolutions. The school opened my eyes to the digitalconversation that was taking place in the greatermarketplace and allowed me to actively contribute tothe conversation, adding value to the business (boththe agency and for clients) in a meaningful way.«Bechara says his new strategic business perspectiveled to better creative work, which then led to betterbusiness for the company.»The school forced me to look at what I was doing inthe agency in a more critical way and apply the strategicthinking taught in the classroom to the campaignswe were working on. This led the agency to take thingsone step further and push for positive integration ofconcepts and tools. The resulting innovative thinkingallowed us to find solutions that engaged consumersthrough our campaigns, which were very successfulfor our clients’ business as well as critically acclaimedby the creative community.«Bechara won more awards, such as Agency of theYear at Golden Drum 2009 and a Gold Lion in Cannes,and »both of the award winning campaigns were campaignsthat we began while I was at the Berlin School.In the way they were integrating an idea, they weredesigned using thinking that was taught to me at theschool. Besides, I have spread at the agency an atmosphereof happy dissatisfaction, that forced all the creativesto be eternal students of life.«More important, however, the awards also led to newbusiness, and that helped his agency strengthen itsreputation among clients. »By focusing on providingsolutions and applying the strategic methodstaught at the school, we quickly became known forproviding more than just quality creative content butalso quality business advice and consulting services.Helping see things that other people don’t and thenhelping them see and understand the importance ofthese factors has been very good for business.«

How the Berlin School of Creative Leadership transformed meVI launched a new businesswithin my global networkusing a Berlin School paper.Matt ConnorRegonal DirectorWunderman World Health, Singapore (Asia), EMBA 2008–2010When Matt Connor began the Berlin School EMBAprogram back in November 2009, he said on the firstday that he had come to fight the »class struggle« onbehalf of his fellow creatives. He worked as an ExecutiveVP & Creative Director at RTC Relationship Management,a healthcare specialty marketing division ofthe global direct marketing network Wunderman.After Matt’s second Berlin School module, whichwas in Tokyo, he was given an assignment: write abusiness plan for expanding your business into Asia.As Matt says, »Wunderman — the largest direct marketingnetwork in the world — was not a significantplayer in the healthcare category, either domesticallyin the U.S. or internationally. So I developed a planthat leveraged the impending healthcare reforms inChina and assessed the healthcare spend per capita ina variety of mature, growing and developing markets(i.e. Japan, Korea, China).«This is when things got interesting … »On a lark, Isubmitted the plan I had written to the CEO of WundermanAsia, based in Hong Kong, as well as a numberof Wunderman corporate executives at the globalheadquarters in New York City. A couple of monthslater, while on a subsequent Berlin School module, Igot a call from the CEO of Wunderman Asia. Was Iserious? Was I willing to come out there and talk toclients? Did I have a new business plan?«»Within a month, I visited Shanghai, Beijing, Tokyo,Seoul, Taipei and Singapore on a round of new businesspitches. I landed an assignment in Korea withBaxter Korea, marketing their home dialysis equipmentto patients with chronic kidney disease. I alsowon an assignment with Pfizer in Shanghai, marketingtheir Centrum vitamin line and their Caltrate calciumproducts.«»But after repeated trips to Asia, in an attempt to createa Michael Porter-inspired ›transfer of skills‹ strategyand infuse health-care understanding to my colleaguesin Seoul and Shanghai, it became apparentthat the model lacked one thing: an on-site presenceof a healthcare/pharmaceutical marketing evangelistwilling to risk his secure job in the U. S. to start anentirely new business in Asia.«So less than a year after receiving that first phone callfrom Hong Kong, Matt resigned his »sure thing« asa creative in Washington, D.C., put his house on themarket, moved to Singapore and was named RegionalDirector of Asia for the newly-created WundermanWorld Health, a company he had helped form withhis Berlin School assignment.»I have no idea where this adventure will take meor where I will land. All I can say: like life, it’s anadventure. I won’t wake up in 20 years and wonder›what if …‹ All hyperbole aside, my experience withthe Berlin School has absolutely sent me in a dramaticallynew trajectory. Terrifying but exhilaratingat the same time.«

How the Berlin School of Creative Leadership transformed meVII gained the confidenceto be a better leader in mycompany.Manoela AmaroMarketing DirectorTAM Airlines, Sao Paolo (Brazil), EMBA 2008–2009Manoela Amaro runs the Marketing Dept. for SouthAmerica’s largest airline, and when she came to theBerlin School it was with the mission of helping herbetter focus the company on a key piece of its service:in-flight entertainment.Saying that her airline should think of itself as anentertainment company, she dedicated herself to thissubject in her research and master’s thesis, titled»Airplane Mode.«But looking back on the experience after she graduated,Manoela says that the things she learned in theexecutive MBA program had such a higher impact forher than she expected, especially for her personally.»It changed my life. I am totally different now. I ammore confident. I trust myself, and I can do whateverI want.«»I think I gained more respect from others, becausepeople feel like they know what I’m saying. Theyknow that I know what I’m saying,« she adds witha laugh.Not only has Manoela helped contribute to TAM’simpressive growth—it is now the largest carrier inthe entire Southern hemisphere, she has taken a leadingposition in her industry. She now serves as anofficer in the nascent In-flight Entertainment Association,and helps lead this burgeoning new area offocus within her industry.»I acquired some great skills, but it doesn’t reallymatter as much as other things. What matters is howwe behave, and thanks to the school I can now behavein this confident way.«

How the Berlin School of Creative Leadership transformed meVIII turned crisis intoopportunity and built my owndream job & agency.Ralf ZilligenChairmanArthur Schlovsky (a Mediaedge:cia brand), Düsseldorf (Germany), EMBA 2006–2008When Ralf Zilligen began the executive MBA at theBerlin School, he was simply looking for new inspirationafter 25 years in the advertising business andhis arrival as Creative Director at Germany’s largestagency. But soon after graduating in 2008, fate camecalling in the form of a management shakeup at hiscompany. It radically changed Ralf’s business andpersonal life.»Shortly after I graduated I lost my position at BBDOand separated from my wife. I learned to navigate outof a personal and professional crisis situation andto find opportunity in change. With the learning Igained at the Berlin School I was able to turn a crisisinto an opportunity.«The opportunity took the form of a startup agency.Ralf says that the most important lesson he hadgained from the Berlin School was »don’t wait, act.I had learned an enormous amount about myselfand how I approach leadership.«So he took his Berlin School master’s thesis—a newagency model to meet the needs of modern communication—andimplemented it. It featured three newthings:1 a new organization form (flat, no hierarchy,open, transparent, no controls)2 a new business model (how to finance it)3 a new partner (He went to a media agencyinstead of an advertising agency because theyoffered a chance to implement a differentbusiness model. »media:edge understood thepower of this new model and financed itfrom the beginning.«)The tagline for Ralf’s new company is »one name,many stories.« They focus on »content and context— a marriage of equals«, a new approach tobring the two sides together. He has offered innovativeadvertising forms that cannot be bought but thathave to be created by the client, such as broadcastinga live TV spot or broadcasting the longest telephoneconversation on the radio (which made the GuinnessBook of World Records.)»Our goal is to offer tailor-made full service for clients,«Ralf says. »Already in our second year we’reprofitable, having grown from 7 to 40 employees.We have been able to weather the current crisis so far,unlike many other established companies.«For Ralf, the result is that the Berlin School equippedhim to make it through a major life transition whenhe found himself unwanted by a large agency. »I’mnow a creative entrepreneur, not just a creative directorfor an agency.«

When I started the program I was a Manager,and during these 18 months I became a Leader —I hope so at least. I feel very grateful that theschool changed my whole mindset, my approachto difficulties and how I treat people.Pit GottschalkHead of CEO’s Newspaper Office, Axel Springer Verlag (Germany)The Berlin School experience lingers on alot more than the scheduled months of the program,as it enhanced my will to be constantly open tolearning.Claudia MacedoHead of International Programming Acquisitions, Globo TV International (Brazil)I went to the Berlin School looking for the rightanswers, and I came back with something evenbetter: the right questions. Bingo. For me it waslike crossing the Rubicon (and the view at thisside is really amazing).Ruy LindenbergCreative Vice President, Leo Burnett (Brazil)On the first day my batteries were empty, andI felt somehow brain-dead and really asked forinspiration and content. That wish was fulfilled somuch that I feel that I’m simply a new Inga.Inga LeschekManaging Director, Tresor TV (Austria)

How the Berlin School of Creative Leadership transformed our companyOur top creatives learnedleadership & business; it made ourcreative work even better.Almap / BBDO Sao Paolo (Brazil)Luiz Sanches: Creative Director, EMBA 2006–2008Sergio Mugnaini: Creative Director, EMBA 2008–2009In the advertising industry there are currently fewagencies more renowned than Almap BBDO. Led byMarcello Serpa, an Art Director-turned entrepreneur,the company has claimed prizes recently including:Agency of the Year — CLIO 2010Agency of the Year — Wave Festival 2010Agency of the Year 2nd — Cannes Lions 2009#2 Tradtional Agency & #5 Digital Agencyin the Gunn Report 2009 — the first timean agency achieved both sides in the top 5But while people many know its collection of awardsfor memorable campaigns for Havaianas or othericonic brands, few realize that Almap’s two creativelieutenants are alumni of the Berlin School.»The idea was to train Luiz and me to understand thebusiness and clients’ problems,« says Sergio Mugnaini,who oversees the company’s digital operationsand ensures that creative projects are integrated andmeet clients’ needs. »I have a huge participation inany part of the business. I stay in touch with clients,talk to production companies, manage the projects,stay in contact with my digital team and integrate thecampaigns into the platforms.«»I couldn’t get this team and these ideas without theschool. With what I learned at the school I manage myteam and have the agency do all these projects well.«»If I compare my situation now to before the school,it has really given a boost to my career. Right nowmy day has 36 hours, where it used to have 24.You start to manage your time very well; you start tobe more direct and resolve problems, and attend toclients’ problems. It changed how to run my businessand how to run my life. I miss the school.«Sergio says that Almap is different from many companiesin Brazil becasue it thinks about long termprocessesand trains people to be in control. »Youneed to have people inside the company who canexercise leadership,« Sergio says.»Marcello really invested time and energy to send usto the school, and right now he receives all the moneythat he invested back with awards and business.We manage the company as creative directors.«Sergio’s colleague Luiz Sanches, a graduate of theschool’s Pioneer Class, says that the Berlin Schoolwas the place for him to break all his barriers. »Mywall came down and I can see a different world ofopportunities.«For Marcello Serpa himself, the decision to supportenrolling his colleagues in the program was simple.»Talent isn’t synonymous with leadership. The firstis impossible to teach, the latter not,« he says. »TheBerlin School’s Leadership EMBA helped us developsome of our best creative people into the leadersthey are now.«

VIII1231Marcello Serpa, Co-CEO & Creative Director, AlmapBBDO, has sent his top two creatives to the EMBA program.Pictured during a President’s Lecture at the BerlinSchool in 2008.2Creative Director Sergio Mugnaini, a graduate of theschool’s Class of 2009.3Creative Director Luiz Sanches, a graduate of the school’sPioneer Class in 2008.

How the Berlin School of Creative Leadership transformed our companyWe groomed ourrising leaders to becomeour CEOs.Tempo Creative Group Bucharest (Romania)Dragos Grigoriu: President and Board Member, EMBA 2006–2008Eliza Rogalski: CEO, EMBA 2008–2009Simona Dan: CEO (Rogalski Grigoriu PR), EMBA 2008–2010The growth of the Berlin School and the growth ofTempo Creative Group are completely intertwined,not only because they happened at the same time, butbecuase 3 of the key people that have built the companyhave attended the school.First came founder Dragos Grigoriu, who was so excitedabout the school that he subsequently supportedboth Eliza Rogalski (See Story II) and Simona Danin obtaining their executive MBAs with us as well.It was, as Dragos says, part of his plan to groom hisleadership team.»Not only was the EMBA program a valuable toolfor me to gain inspiration myself, it also provided mewith an opportunity to step back and identify peoplewho would be able to carry the torch forward in mycompany,« Dragos says.»Having been part of the Pioneer Berlin SchoolClass, I was aware of the valuable skills and insightsthe program offered. So in making my selection onwho to promote in my company, I sent two promisingexecutives on the program to get a third partyopinion on their performance.«At stake was the future of this growing group, with6 divisions. »I was very pleased with the results.During and after the program the executives I choseperformed extraordinarily well both in the classroomand within their positions in the company. It validatedmy decision and it provided them with new inspirationthat motivated and engaged them to have afuture stake in the company.«Less than a year after both Eliza and Simona graduatedfrom the school, they were promoted from managementto CEO positions. Now Eliza runs thegroup and Simona runs its award-winning PR division.Dragos say that supportng his colleagues in the BerlinSchool program was much more than just an HRtool, »because in a way, the school served as a catalyzerto fuel up and prepare aspiring executives. Itwas equally useful in helping me make sure I wasmaking the right decisions on who to promote.«

IX11The leadership team of Tempo Creative Group in Bucharesthas three alumni: Simona Dan (left; CEO, Rogalski GrigoriuPR); Eliza Rogalski (2nd from right; CEO); & Dragos Grigoriu(right; President). Also pictured: Vlad Grigoriu & Aura Toma.

How the Berlin School of Creative Leadership transformed our companyWe refined ouroperational strategy to becomea market leader.Scholz & Friends European Network, based in Berlin and Hamburg (Germany)Sebastian Turner: Partner, EMBA 2006–2008Matthias Schmidt: Partner & Board Member, EMBA 2006–2008Matthias Spaetgens: Managing Director, EMBA 2008 –2009When Sebastian Turner, a co-founder of the BerlinSchool and a Partner at Scholz & Friends, wentthrough the Berlin School’s Pioneer class, his thesiswas on »the orchestra of ideas«, meaning a conceptfor integrating various disciplines into a full-servicesad agency to meet clients’ needs.The market was changing, and this thesis wouldserve as a roadmap for how to best grow the companyto take advantage of opportunity. Now, two yearsafter Sebastian’s graduation from the school, Scholz& Friends leads both the overall ranking of independentagencies and holds leading positions in virtuallyall specialized rankings, such as PR, Event, Designand—of course—Creative Performance.«»The Berlin School gave me the framework, theinspiration (and the pressure) to rethink and refinethe orchestration strategy of Scholz & Friends,«Turner says. »Due to the concept of ›orchestration‹Scholz & Friends has become the largest independentcommunication group in Europe. Starting fromscatch our PR division became one of the largest inGermany within a few years, and the same holds truefor our Design, Event and Online businesses.»Scholz & Friends owes the Berlin School a lot«, saysTurner, who has now moved to the company’s advisoryboard. Two other Berlin School alumni, MatthiasSchmidt and Matthias Spaetgens, are now members ofthe company’s top management.»The Berlin School executive MBA program helpedto improve both the overall course of the companyand countless other details. Whenever a person returnsfrom one of the school’s modules he or sherefreshes the whole company.«

X1231Sebastian Turner, Partner, Scholz & Friends. Sebastian’scompany has sent three executives to the EMBA program,including himself.2Matthias Schmidt, a Partner and Board Member based inHamburg, was a member of the Pioneer Class.3Matthias Spaetgens, Managing Director of the company’sBerlin office, graduated in 2009.

How About the the Berlin School of of Creative LeadershiptransformedmeA Creative CEO inEvery Creative BusinessRaising the GlobalStandards ofLeadership in AllCreative IndustriesOur Program andActivitiesThe Berlin School of Creative Leadership is a non-profit foundation that servesthe development of the creative industries worldwide. The mission of the BerlinSchool is to deliver superior leadership education for executives in creative industries.Our vision is a creative CEO in every creative enterprise. By bringingtogether top creative industry executives and international leadership experts, theBerlin School paves the way for new standards in communication and leadership,fostering global discourse on creative leadership in media, entertainment, advertising,design, journalism and marketing.At the heart of the Berlin School is the Executive MBA in Creative Leadership,a part-time program with 5 two-week modules held in Berlin, the USA and Asia.The EMBA program is designed for busy professionals; it can be completed inone or two years, depending on the schedule you choose.The Berlin School also provides Customized Executive Education Programs designedto target the specific needs of leading creative companies and organizations.Open Enrollment Courses held in Berlin and around the world allow creativeprofessionals to strengthen their leadership skills in intensive, results-oriented2–4 day seminars.Customized Festival Programs are also staged around the world with industryleadingfestival and trade fair partners such as the Cannes Lions Festival, DubaiLynx, Spikes Asia, Eurobest, the Rose d’Or festival, MIPCOM/MIPTV and others.The Berlin School also leads an open dialogue within the global creative communityby staging international events. President’s Lectures, industry symposia,global executive conferences and executive leadership seminars tackle the keyissues surrounding effective leadership practices.For more information about the Berlin School, visit www.berlin-school.com

About our EMBA ProgramThe Executive MBAfor Creative LeadersPROGRAM STRUCTURE Five 2-week modules spreadover one to two years, depending on your schedule.Content MBA Plus, meaning a leadership programfor those leading creative enterprises that deliversa global executive MBA program + a unique focuson the creative economies. The goal is to provideworld-class practical business skills and knowledgeplus consistent, targeted, high-level engagementwith global creative industries. Traditional topicssuch as finance, marketing, human resources, research& development, budgeting and accounting are coveredin novel and engaging ways and combined withtop-level engagement with leading figures from thecreative industries.PARTICIPANTS Executives in media, entertainment,advertising, design, journalism, marketing & PR whoare in, or designated for, leadership positions.FACULTY Leading international experts from academiaand industryRESEARCH requirements Master’s Thesis to bewritten and presented at the end of the programlocations Berlin with sessions in creative hot spotslike Los Angeles, New York, Shanghai and Tokyolanguage Englishtuition €48.500 (excluding travel and lodging)degree Master of Business Administration (MBA)awarded by Steinbeis University BerlinAPPLICATIONS Download at www.berlin-school.comfor the EMBA program Fall and Spring start.PROGRAM OUTCOMES:ACQUISITION OF PRACTICAL KNOWLEDGE1. Accounting2. Creativity and Creative Industries3. Cross-cultural Issues and Management4. Economics5. Business Ethics and Social Responsibility6. Finance7. Leadership Issues & Models8. Organizational Behavior9. Organizational Design10. StrategyACQUISITION AND ENHANCEMENT OF SKILLS1. Analysis of Complex Business Environments2. Business Planning3. Change Management4. Communication: Oral and Written5. Creating a Positive Organizational Culture6. Critical Thinking & Problem Solving7. Identifying and Managing Diversity8. Managing Creative and Other Talent9. Planning and Conducting Research10. Team Building and LeadershipINCREASED SELF-AWARENESS1. Confidence2. Humility3. Ability to be Introspective4. Overcoming Fear5. Understanding Risk

Berlin School of Creative LeadershipThe International ADC Institute at Steinbeis UniversityFranklinstrasse 15, 10587 Berlin, GermanyPhone +49 (0)30 39 88 9 – 699Fax +49 (0)30 39 88 9 – 301E-Mail info@berlin-school.comArt Directors ClubGermanywww.berlin-school.comFollow us on Facebook / Twitter: @BerlinSchoolApply now for the Executive MBAin Creative LeadershipJoin the Sir John Hegarty Class in Fall 2010»Having been involved with the Berlin School sinceits creation, I am looking forward to becoming evenmore directly involved with the EMBA program as aclass mentor. I hope to learn as much from the participantsas they will learn from me.«»Coming from a creative background myself, it quicklybecame clear to me once I entered the industrythat having a better understanding of business andleadership skills brings tremendous value to creativecompanies as well as their clients.«Sir John Hegarty, the Chairman and Worldwide CreativeDirector of BartleBogleHegarty, will serve asthe next »Godfather« of an Executive MBA cohort,starting in September 2010.He joins other previous »Godfathers« before himwho have donated their time and energy, such asBerlin School President Michael Conrad (Leo BurnettWorldwide), as well as John Gough (DistractionFormats), Keith Reinhard (DDB Worldwide), andSeymour Stein (Sire Records).»Creative industries today are experiencing a rapidtransformation accelerated by technology. Withinthis transformation lies great opportunity, and I wantto bring my experience into the classroom to helpparticipants unlock new opportunities within the industryand make the most out of opportunities withinthemselves.«Over the coming year Sir John will attend modulesand mentor participants eager to learn from the manwho helped build his London-based company intoone of the world’s leading creative agencies, withnearly 1.000 employees and offices in 6 countries.