CANNES CREATIVE LEADERS PROGRAMME

LEADING BRAND EXPERIENCE

June 13 - 21, 2019 Cannes, France

An intensive nine-day programme collecting and connecting the dots between Creative Leadership, Brand Culture and Organizational Design, and Client-Centricity

1 WHAT MAKES THE METHODOLOGY AND LEARNING OUTCOMES CANNES CREATIVE At a time in which leading creatively, fostering creative teams and nurturing LEADERS PROGRAMME creative organizational cultures are essential to compete, what is the impact (CCLP) UNIQUE? on leadership practice? How can creative business leaders connect the dots between strategy, technology, and creative environments to truly liberate and The CCLP is not a standard capture value in every experience? executive education training. The Participants will answer the above questions by: programme takes place against the creative backdrop of Cannes Lions • Practicing with robust tools and techniques for creative business. International Festival of Creativity. • Diving deep into reference case-studies as well as their own current It exposes participants to new business challenges. and innovative ways of thinking • Examining proven leadership practices and strategic approaches and problem-solving alongside a to brand experience. diverse group of ambitious and • Simulating effective problem-solving and discovering the root causes of business issues. creative minds. • Adopting a goal-oriented frame of mind to learn openly, connect, and ask the right questions throughout the festival.

By the end of the programme, participants will be able to:

• Produce actionable experience-roadmaps to drive ongoing ROI. • Apply new skillsets to lead their organizations and clients on transformational journeys. • Adopt client-centric thinking to create and commit to a 2 value-driven future. Unlocking the Full Potential of Brand Experience

WHY The power of ‘brand’ to transform organizations and culture has never been as potent as it is today. To implement this to its full strategic value, the CCLP is designed to upskill participants with cutting-edge commercial BRAND and strategic insight. EXPERIENCE? By building a new level of creative business leadership acumen, the programme enables them to transform their organizations to remain relevant and implement sustainable brand experience that delivers commercial and cultural ROI.

The Challenge: “Business Beyond Brand”

One of the challenges facing the communications industry is that professionals are often criticised that “they don’t understand business beyond brand” – that they lack the skillset to deliver real strategic value to the organization and, by extension, to the customer through innovation, elevated service and brand experiences.

Whether from the client or agency side, in this disruptive environment, it’s crucial for creative leaders to embrace new skillsets and gain a deeper understanding of commercial strategy that empowers their organizations to successfully implement brand experiences that are both sustainable and commercially viable.

3 FROM CLASSROOM TO THE GLOBAL STAGE OF CREATIVITY:

HOW IS THE CCLP STRUCTURED? THURSDAY, Creative Leadership Fundamentals: IMMERSIVE LEARNING JUNE 13 From Creatives to Leaders Thursday, June 13 – Sunday, June 16

HOSTED BY BARRY MOWSZOWSKI During the first four days of the programme, effective Creative Leadership is developed Essential Tenets of Creativity through a solid and in-depth examination of organizational design and stakeholder Traditional Leadership vs Creative Leadership relationships. This is combined with a thorough deep-dive into the complexities of delivering New Skillsets and Frameworks for Authentic Creative Leadership world class brand experiences through the lens of a client-side marketer, agency or consultancy Connecting the Fundamentals and Fostering Synergies of any kind. Who am I at my Best? The Reflected Best Self

From “Heroes and Leaders” to “Leadership”

Aligning the Brand with Key Leadership Differentiators

Translating Brand Culture into Smart Organizational Cultures

Team and Interpersonal Leadership: Creating Value by Enriching Both Teams and Collaborators

Developing Shared Goals Through a Culture of Trust and Aligned Ambition

5 FRIDAY, Brand Culture and SATURDAY, The Future of Work and JUNE 14 Organizational Design: From JUNE 15 How It is Changing Both a Business and Brand Lens

HOSTED BY PROF. DR. PAUL VERDIN HOSTED BY BARRY MOWSZOWSKI AND TRACY BROWN

The basics of strategy development ‘in 3 steps’: (i) from industry Future of Work: Are Today’s Traditional Organizations analysis to (ii) competitive advantage and customer value to (iii) Effectively Designed for a Changing Workforce and strategic assets and competences. Client Remuneration?

Creative Strategy in Four Stages - Creating and Capturing Value. Explore Meritocracy: New Organizational Design Framework

HOSTED BY BARRY MOWSZOWSKI AND PROF. DR. PAUL VERDIN Changing the Way ‘Work’ Works, to Suit a New Generation of Learning and Working Needs Re-thinking the Role of the Organization: Profit and Social Purpose in the Modern Age Key Factors: Talent, Diversity and Pay Equality

Aligning Ambition, Organizational Design-Values and How the Work Itself is Changing Behaviours: How Incentives Influence Positively and Negatively Cross-Functional Silos Establishing Stakeholder Congruence and the Impact of Culture Using Technology and Design to Empower Change Ambidexterity and Horizons of Innovation: An Organization’s Ability to both Explore and Exploit in Order to Compete while Driving Innovation

6 Value Creation Framework: Enabling Others to Realise their Potential from an Engagement and Productivity Point of View SUNDAY, JUNE 16 Networking and Client Relationships

HOSTED BY BARRY MOWSZOWSKI HOSTED BY BARRY MOWSZOWSKI & LIZZIE SHUPAK

Your Network is Your “Net-Worth” Client Centricity Through Multiple Lenses and Operating Model of the Future Organization Networking: Why Most People Get it Wrong Buying vs. Selling: Differences in Approach and Outcomes

Building Powerful Networks: Inside-out Building and Maintaining Client Relationships in a Relationships, For Now and For the Future Project to Project World: Transient Client Relationships vs. Stable Retainer Relationships

HOSTED BY BARRY MOWSZOWSKI

Curate Your Festival Experience: How to Collect and Connect the Dots During Your Week at Cannes Lions Festival

Group Project and Final Presentation Brief

7 CANNES LIONS FESTIVAL Monday, June 17 – Friday, June 21

As part of the CCLP programme, participants have the opportunity to engage and learn at the world’s most renowned celebration of creativity from a unique vantage point. From 10:00 to 17:00, participants engage in daily festival fieldwork, seminar attendance, group project work, and exclusive closed-door sessions with Cannes Lions speakers. These sessions, in the format of masterclasses, are curated exclusively for the CCLP class and offered twice a day.

Speakers are specifically chosen to provide cutting-edge insight, spark curiosity and support personal development. (See full list of speakers on page 13).

With the help of individualized advice, participants can cater their festival plans to get the best insights and networking opportunities to feed their organization’s goals and strategies.

PUTTING IT ALL TOGETHER Friday, June 21

On the final day, the CCLP concludes with individual roadmap presentations and a group assessment of the best strategies for generating impact and leading brand experience. Project presentations are not only a chance to produce actionable strategic roadmaps for your personal leadership development and organizational goals, but are a unique opportunity to present your thoughts to a jury of diverse creative experts, including alumni from the Berlin School 8 Executive MBA program. WHO ARE Regions THE CCLP GRADUATES? Eastern Western Europe Europe % 6 8% North 27% America Asia The CCLP participants are a 13% diverse group of professionals

from over 60 countries and a wide Africa variety of creative industries. Middle East Latin America 22% 4% They join us at Cannes Lions not 20% only to soak up award-winning work and ideas, but to pinpoint the most pressing strategic challenges facing creative businesses today, Positions from value creation and brand purpose, to the evolving nature ECD, Global/Group Head, 60% Managing Director of client-agency relationships. C-Level 15% The graduates return to their organizations with new and Founder, Owner, Partner 11% transformational skills and insights to implement change, incite Manager 9% creative problem-solving, and drive ROI for their businesses. Other 5% 9 Sergio Garcia Spain

“The Cannes Creative Leaders Programme “The programme was a catalyst to was one of the best professional experiences understand how to maintain trust and I’ve ever had! My job in TV had a lot to do build the kind of client relationships with branding and creative work, and the we wanted where we were not course was very useful for every aspect of my simply viewed as a provider. For this Gabriella career. Don’t think twice about this decision. kind of relationship, trust is key.” Woodman Take the course – you won’t regret it! :) ” USA

“The conversations that happen in that room of creative leaders “One of my main take-aways from all over the world - for me from the programme was that was magical. The open and Evita Puente ‘thinking like a consultancy’. dynamic discussion of the value of Mexico and USA Since the programme, we creativity, the business imperative have won some major pitches of advertising, the economic and using this point of view. Not social dynamics that are shaping only thinking about the creative brands, and how we evolve concept, but really showing responsibly into the new global business results for the client. It market. I mean, you want to be made us outstanding amongst in that room.” Martin Woska other agencies, and I’m very Slovakia Republic thankful for that.” MEET THE INSTRUCTORS AND GUEST SPEAKERS

This goal-oriented programme is designed to offer a unique blend of immersive academic and industry-led learning sessions, as well as a curated line-up of masterclasses.

11 Paul Verdin is the Chair in Strategy & Organization at Solvay Business School (ULB, Brussels) and Professor of Strategy & International Management at K.U.Leuven. Previously at IESE Business School, and “Distinguished Visiting Professor” at INSEAD where he has been on the faculty for almost 20 years, he was Associate Dean at TiasNimbas (Tilburg Univ., NL) and has been Barry Mowszowski with the Berlin School of Creative Leadership since its launch. Independent Strategy Director He is currently a Senior Fellow at the Mossavar-Rahmani Center for Business and Government at the Harvard Kennedy School (USA) exploring new ways for value creation in business and government for long-term sustainable growth. Dr. Verdin’s widely cited research with Profs. G. Hawawini (Wharton & Finance Chair and former Paul Verdin INSEAD Dean), V. Subramanian (Hong Kong University) and P. Faculty Member - Barry Mowszowski is an Independent Strategy Director Williamson (Judge School at Cambridge U.) focuses on the critical Strategy and Value specializing in business transformation, innovation and role of innovative company strategy & organization for long-term Creation, Berlin School communications strategy. Having worked in senior value creation, and how it interacts with industry dynamics and of Creative Leadership strategy roles in agencies over a 20 year period in San competence- and resource-based competition. Francisco, Sydney and New York, the most memorable of which was working alongside David Droga at Publicis After Master’s Degrees in Law and in Economics, both summa cum NY and Droga 5 NY, Barry has built up a successful laude from K.U.Leuven (B), he obtained the M.A. and Ph.D. in portfolio of clients in Asia Pacific. Partnering with The Economics (Industrial Organization) at Harvard University, where Future Laboratory and Contagious as the head of he was a Teaching Fellow with Nobel Laureate Tom Schelling Strategy for the region, Barry has also ventured into and former Labor Secretary Robert Reich at the JFK School of the future of work and the fourth industrial revolution, Government. He combined this with work at McKinsey&Co., assuming the role as Marketing Director of Faethm, a Merrill Lynch Capital Markets, the I.M.F. and the World Bank. Sydney-based predictive analytics platform, driving He has researched the strategic and organizational challenges of economic and social value from emerging technologies. globalization and regional integration (European integration), with A proud graduate of the Berlin School Class of 2013, award-winning case studies, a video in the INSEAD/Financial Barry describes his career as “built on collaborating with Times series and a book ‘From Local Champions to Global smart, tenacious people to build brand experiences that Masters: A Strategic Perspective on Managing Internationalization’ drive profit and ideally social purpose.” 12 (Palgrave, London-NY, 2001), translated and reprinted. Dana Anderson CMO, MediaLink

Dana Anderson is CMO at global strategic advisory & business development firm, MediaLink. Before joining MediaLink in 2017, Dana was Senior VP and CMO of global snacking powerhouse Mondelez International for over ten years. Dana Anderson is Scott Galloway is the author of New dedicated to redefining the future of marketing through “wisdom, York Times Bestseller ‘The Four’. wit and will”. She has featured as one of Ad Age’s “100 Most He is also the Founder of L2 and a Influential Women in Advertising” and on Forbes’ list of Top Clinical Professor at the NYU Stern 50 CMOs. Dana is passionate about teaching and sharing School of Business where he teaches knowledge, and has been invited as speaker by organizations brand strategy and digital marketing. Scott Galloway such as Cannes Lions, the ANA, the 4As, Twitter and Facebook. In 2012, Professor Galloway was Author, Professor - NYU Amongst Dana’s many speciality topics are client/agency named “One of the World’s 50 Best Stern School of Business, relationships and new marketing ecosystems. Founder - L2 Inc. Business School Professors” by Poets & Quants. He is also the founder of Red Envelope and Prophet Brand Strategy. Scott was elected to the World Economic Forum’s Global Sir Martin Sorrell is former Chief Executive Leaders of Tomorrow and has and Founder of WPP plc, the world’s largest served on the boards of directors of advertising and PR group. After a three-decade Eddie Bauer (Nasdaq: EBHI), The career at WPP, Martin Sorrell was the longest- New York Times Company (NYSE: serving chief executive of a FTSE 100 company. NYT), Gateway Computer, and UC Upon retirement from WPP, he founded S4 Berkeley’s Haas School of Business. Capital, a marketing and advertising group He received a B.A. from UCLA and aiming to provide global, multi-national, regional, an M.B.A. from UC Berkeley. local clients and influencer-driven millennial brands with new age/new era digital marketing services. Martin Sorrell has served on boards and Sir Martin Sorrell advisory bodies of a number of high-profile public, Chief Executive academic and business organisations, including and Executive Chairman, 13 several leading business schools, both in the UK S4 Capital and internationally. After six years at Leo Burnett Worldwide, Paul became Co-Founder of Contagious Communications - the global creative intelligence service helping agencies and brands deliver creative, innovative and effective marketing. Paul is Co-Author of Tracy Brown “The Contagious Commandments” and has Experience Strategist previously led the Berlin School MBA class and Author, The on topics such as the changing landscape of Meritocracy Manifesto advertising and consumer-company relations.

Paul Kemp-Robertson Tracy Brown has been working in the creative industry for Co-Founder and Chief Brand over 20 years. Through her progression from web designer, Officer, Contagious to creative director, to UX designer, to service designer and now to to experience strategist, she has been able to trial different ways of getting the best possible experience Andy Holton for end users and the teams that deliver those experiences, US Lead, Creative Strategy at Pinterest across all industries, progressively refining her approach.

Andy Holton leads the Creative Strategy team at She started her career in Cape Town in the late 90’s, Pinterest, collaborating with brand and agency partners moving to London at the beginning of the dotcom boom to bring innovative experiences and high-quality and relocating to Melbourne in 2014. She is a CX director, content to 200M+ million users every month. Recent leading work across APAC, accessing great thinking about partnerships with Target, W+K and BBDO continue to AI and technology that will change work itself. reinforce how integral branded content is to the user experience. Prior to Pinterest, Andy made the rounds Her experience working with multiple organizations in the agency world with stints in the creative, account across cultures has inspired her to find a tangible and media departments at DDB, Y&R and OMD. When solution to global workplace challenges expressed in he’s not pinning ideas about Asian cuisine or sneakers, “The Meritocracy Manifesto”. you can find Andy producing video for Pitchfork Music Festival or laughing with his kids. 14 Lizzie Shupak Co-Founder, Curve Nick Law Chief Creative Officer Publicis Groupe, Lizzie is Co-Founder of Curve, a creative leadership and President Publicis Communications innovation company, working with senior leaders from organisations including Coca Cola, the BBC, HSBC and Universal Music to navigate change and industry Nick is one of the most progressive and versatile creative leaders in our disruption. She has spent her career helping brands, industry. He drives a unified vision for dynamic creativity in the modern age agencies and start-ups to design and develop products across all of Publicis Groupe’s creative brands, while helping foster dynamic and services that facilitate new growth, believing that the and diverse cultures. Nick is responsible for leading Publicis Groupe’s best way to get new ideas out into the world at scale is to creative globally and is a member of the executive committee. start by growing the confidence and capability of groups of people. Previously, Nick led R/GA’s strategic and creative vision as global chief creative officer, working with clients including Nike, Beats by Dre, In addition to her work with Curve, Lizzie is a Mentor at Samsung, Verizon and Google. In that role, Nick helped build R/GA from Abbey Road Red, Universal Music’s start-up accelerator, a 100-person web design agency, to 2,000 people across 18 offices, with and Director of Innovation Social, a global community of a world-class creative reputation. leaders in innovation and service design. She is also a Partner in Wok+Wine, a global social experiment that During his tenure, R/GA was awarded every industry award including five began in 2009, profiled by HBR as making the “economic Cannes Lion Grands Prix, one D&AD black pencil, 20 AICP show entries in case for serendipity”. MOMA’s permanent collection, an Emmy, and a number of Agency of the year titles, including Adweek’s Digital Agency of the Decade. Lizzie was previously Head of Innovation at global digital agency, Digitas, where she won the IPA’s inaugural Nick’s career spans 30 years and four continents. He has twice been named Women of Tomorrow competition for her strategic work. in Creativity 50, a list of the world’s most influential creative people. She lives and works in London. 15 After 34 wonderful years in advertising, Michael Conrad retired in 2003. Born in Germany - “a country more famous for great cars and less famous for great ads”, as his friend John Hegarty Luis Miguel likes to point out - Michael brought German engineering to Creative Chairman global quality management in advertising, helping Leo Burnett and CEO, ALMA Worldwide Inc. become “Global Agency Network” of the Year in 2000 (AdAge) and “Most Awarded Agency Network” Luis Miguel is Creative Chairman and CEO of ALMA, in 2001 (Gunn Report). Under his creative leadership 27 Leo the most awarded Hispanic agency in 2018, earning Burnett agencies were named “Agency of the Year” in their 10 Lions at last year’s International Festival of Creativity. countries, some of them more than once. Innovator, mentor, and example to many, Luis Miguel is passionate about educating a new generation of Michael began his career in 1968 as copywriter for Young & multicultural advertising professionals and using creative Rubicam, Frankfurt. In 1972, then Creative Director at Ogilvy & communication to engage communities and address social Mather Frankfurt, Michael left with colleague Creative Director Michael Conrad issues. He has played an influential role in the evolution Walter Lürzer to start TBWA in Frankfurt. In 1975 Michael and President, Berlin School of the multicultural market, testified by his award-winning Walter set up Lürzer, Conrad, subsequently winning “Agency of Creative Leadership work for McDonald’s, Coca-Cola, and Nestlé. of the Year” and several “Campaign of the Year” awards. In 1980 the agency merged with Leo Burnett Germany, continuing In ‘94 he started his agency, and soon after, McDonald’s its growth and creative success. and State Farm joined the roster. Twenty-five years later, both clients still trust their multicultural strategy to ALMA. When Walter Lürzer retired in 1982 to launch “Lürzer’s Archive”, Through his vision and leadership, and by creating a non- Lürzer, Conrad was renamed Michael Conrad & Leo Burnett. conformist culture, ALMA is the largest Hispanic agency In 1986 Michael moved to Chicago to become President in the US. Luis is a founder of the US Hispanic Creative and Chief Creative Officer of Leo Burnett International, which Circle and was elected its first President until last year, included creative leadership on global accounts like Marlboro. when he became Chairman.

In 1996 he became Vice Chairman and Chief Creative Officer Most recently, Luis Miguel was named to the Culture Leo Burnett Worldwide. Michael presided over many juries of Marketing Council - CMC’s Hall of Fame - an initiative international advertising festivals, including “Cannes”, “AdFest”, that recognizes a select group of visionaries, leaders and “Clio” and “Golden Drum”. He serves as Dean of the Roger luminaries who have made significant contributions to the Hatchuel Lions Academy and is Honorary Member of ADC development and advancement of the Hispanic advertising Switzerland, ADC*Europe and ADC Germany. In 2002 German and marketing field. 16 business daily “Handelsblatt” and “Wirtschaftswoche” magazine inducted him into the German Advertising “Hall of Fame”. CCLP 2020 DATES & FEE

PROGRAMME PACKAGE INCLUDES:

Four days of intensive instruction prior to Cannes Lions, full-week delegate pass to the Cannes Lions Festival with exclusive closed-door sessions with top industry leaders during Cannes Lions, special fast- CONTACT track access and reserved seating at all festival award shows, VIP access to the Cannes Lions Closing Gala, complimentary Cannes lunch, ongoing membership to the Berlin School community platform, Home of Creative Business Leadership, and a Graduation Certificate.

Furthermore, CCLP 2020 participants receive a €5,000 discount to the Berlin School Executive MBA in Creative Leadership, starting within the next year (September, 2020 and March, 2021).

(1) Transportation and accommodation costs are not included in the programme fee and are the direct responsibility of ALEXANDRA ZONTEA each participant. Berlin School of Creative Leadership Client and Program Consultant, Executive Education

+49 (0) 30 88 49 80 91 REGISTER OF INTEREST CCLP2020 +49 (0) 30 88 49 80 99 [email protected] 17 www.berlin-school.com/cclp

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