Tag Archives: Michael Conrad

DDC-Preisverleihung «Gute Gestaltung 14»

10 Jun

Click to enlarge awardedly

Im Oktober letzten Jahres wurden einmal mehr herausragende kreative Designleistungen unter der Schirmherrschaft von Matthias Wagner K, Direktor «Museum Angewandte Kunst Frankfurt», und im Rahmen des DDC-Wettbewerbs «Gute Gestaltung 14» im Offenbacher Capitol ausgezeichnet. Neues Ehrenmitglied wurde Michael Conrad. Mit dem DDC-Grand-Prix wurde Götz W. Werner prämiert. Es war ein schöner Abend.

Sensibles Thema. Deshalb keine Kommentarmöglichkeit.

Berlin School of Creative Leadership: «Andrew Loog Oldham’s President’s Lecture»

25 Mar

Click to enlarge graincaughtly

Andrew Loog Oldham is best known as the manager who helped propel the Rolling Stones to worldwide stardom and crafted their bad boy image so well it became both their brand and burden. From 1963 to 1967, he also produced all Rolling Stones recordings despite having no previous experience as a producer. Oldham saw potential in the group being positioned as an anti-Beatles – a rougher group compared to the cuddly moptop image of the Beatles at that time. After Oldham’s departure, his relationship with the Rolling Stones was strained for several years. According to the Rolling Stones’ website: «Accounts regarding the value of his musical input to The Stones recordings vary, from negligible to absolute zero».

But does this any matter? Certainly not, otherwise we would not care at all and this time’s President’s Lecture at the Berlin School of Creative Leadership would not have been held by one of the ones of the 1960s and 1970s music business, would it? Nik Cohn said about him: «The most flash personality British pop ever had, the most anarchic and obsessive and imaginative hustler of all».

So, our staff photographer decided to honour this very special time where not only red doors appeared painted black on black and white photographs with precisely such very special vintage look. It was a time when so-called available light photography was en vogue, when so-called push development up to ASA 3200 led straight into very grainy prints, grain spots so large and so present that you could have easily given each single grain spot an individual name…

For the first time Berlin School’s President’s Lecture was given in the atrium of Scholz & Friends.

Matthias Spaetgens, Managing Director of the Creative Department Scholz & Friends, warmly welcomes Andrew Loog Oldham, Michael Conrad and all guests awaiting a great lecture, which in fact it was.

Michael Conrad interviews Andrew Loog Oldham.

There were two questions we desperately wanted to have them answered. The first is about a story we’ve been told a couple of times. When the Rolling Stones first reached the status of living a wealthy lifestye they bought, so it is said, a brand new Rolls Royce and drove it all around until they were running out of gasolene. They shall then have parked the car somebody somewhere – and erased it out of their minds. Some say that the car can still be found somebody somethere. Andrew Loog Oldham, however, could not confirm this happening but he added that Keith Moon certainly might have liked the idea…

The second question, unfortunately, we simply forgot to ask: How much money Andy Warhol would have liked to have?

Andrew Loog Oldham becomes phonetically dismantled while guests are waiting to have their stoned copies signed.

This is the way transparencies looked when their were taken on a film such as Ektachrome EL 400 pushed up to ASA 1600. But we are focused on pure black and white, aren’t we?

Well, does this look right? Not necessarily.

Here are some of the major problem zones: they need to be darkened and the contrast in total is to be strengthen.

Voilà: Another brick in the visual wall of the 1960s and 1970s black and white photo documentation’s esthetic.

Susann Schronen und Jamshid Alamuti.

Eva Lutterbüse borrows Michael Conrad’s pen in order to be fully equipped when her copy of «Stoned» is about to be signed.

Michael Schirner, Michael Conrad and Andrew Loog Oldham.

Well, we could have asked who these two gently looking persons on the paintings are but to know, as we all know, is the bitter end of any possibility to settling a proper and quite joyful speculation. For example, we very much like the idea of being introduced to Marie Curie and Albert Einstein after their visual relaunch. As well we think it is possible to see Mr. Scholz and one of his (girl)friends. May be these impressive two paintings show Mrs. and Mr. Litfaß… who knows…

Andrew Loog Oldham can currently be heard on Sirius satellite radio, hosting the Underground Garage program. Doing some research on the Internet we also found one of Oldham’s most important messages: Everybody Must Get Stoned. Just make sure you get trippled. Did we already mention that in April, Oldham will be inducted (along with KISS, Nirvana, Brian Epstein and others) into the Rock ‘n Roll Hall of Fame?

The photographer Richard Nicholson’s sequence «Last One Out» showing London’s remaining professional darkrooms is a must-see for all who get sentimental about certain things vanishing these days irreversibly.


***Materials For Extended Discourse***
Sir John Hegarty’s President’s Lecture
Hartmut Ostrowski’s President’s Lecture
Peter Brabeck-Letmathe’s President’s Lecture
The Freitag-Brother’s President’s Lecture
Thomas Burrell’s President’s Lecture
Bill Roedy’s President’s Lecture
Chuck Porter’s President’s Lecture

Religious topic. Therefore comments off.

Sneak Preview: «DDC – Gute Gestaltung 14 – Preisverleihung»

6 Dec

Schirmherr Matthias Wagner K
Direktor Museum Angewandte Kunst Frankfurt

Michael Conrad wird «DDC-Ehrenmitglied 2014»

Götz W. Werner erhält den «DDC-Grandprix 2014»

Und hier das Filmchen von der Preisverleihung im Offenbacher «Capitol»:

Religiöses Thema. Deshalb keine Kommentarmöglichkeit.

Berlin School of Creative Leadership: «Bill Roedy’s President’s Lecture»

23 Nov

The last time we took a deep look over Berlin’s river Spree our eyes were introduced to a swan’s pair of blue frozen feet which we recognised as a clear evidence that the incredible creative Chuck Porter must have been – somewhere somehow – around, which in fact, he was.

This time we are not sure what the visual scenery (shown above) wants to let us know; but since we take Bill Roedy’s advice to never ever give in seriously we are quite confident that we will be figuring it out – someday somewhere somehow.

Our staff photographer Andreas Baier recently downloaded a new set of digital oil brushes from the internet, so almost everything and everybody is going to be touched with them – even some originally good tasty looking sandwiches. Our readers are cordially invited to make the most out of this situation.

There we go: Honouring Bill Roedy’s exceptional career which is based on two remarkable cornerstones (Military and MTV), our staff-photographer felt responsible to melt down both aspects to one music-clip-lookalike-look.

In general: The creation of this visual language happens to be with all the respect he could pay him and MTV remembering quite well that MTV EUROPE was the only TV-channel that was willing to screen his commercial for a fictional funeral company named «Mr. Sandman’s Finest Funerals» Andreas Baier once was desperate to compete in Cannes with.

Picture above: Two members of the German Designer’s Club’s (DDC) executive board: Niko Gültig and Michel Eibes. Recommended music track: Modest Mussorgsky’s «Pictures At An Exhibition»

Right from the start the Berlin School of Creative Leadership’s President’s Lectures enjoyed the status of a never ever to be missed event.

Click to enlarge solidrockedly

The president of the Berlin School of Creative Leadership, Michael Conrad, introduces Bill Roedy and, of course, his book «What Makes Business Rock» as well.

Roedy’s book details his experience in expanding a corporation and gives advice to executives and aspiring executives in creative companies.

Clark Parsons and Michael Conrad.

The managing director of the Berlin School of Creative Leadership, Clark Parsons, introduces each Participant of the Berlin School’s MBA-program to the audience. As a matter of fact, they literally come from allover the world.

As Bill Roedy will say a little bit later: «I am convinced that it is always possible to teach execellent creatives the secrets of financial business habits as it is impossible turning brilliant financial experts into creative directors».

After an impressive introduction, Michael Conrad hands over the microphone to Bill Roedy in order to clear the way for his president’s lecture.

As the Berlin School of Creative Leadership Class 11 Godfather, Bill Roedy brings with him a wealth of experience and educational inspiration. Roedy was most recently Chairman and Chief Executive of MTV Networks International (MTVNI).

A dedicated internationalist and music lover, Roedy was the architect of MTVNI’s successful localization model, which empowered the local operations to embrace both commercial and artistic autonomy, while finding the right balance between local and international content.

By the Milky Way, Bill Roedy finds: «These are sneakers with a huge whow-factor».

Bill Roedy’s sneakers come along with a huge kick-down-and-go-for-it-factor.

Click to enlarge strategically

It is Roedy’s pioneering strategy of respecting and reflecting audience diversity through local language, music and fashion that led to MTV Networks’ rapid global expansion – throughout Asia-Pacific, Europe, Africa, the Middle East and Latin America.

Under Roedy’s leadership, MTVNI developed and launched hundreds of channels, starting with MTV Europe in 1989. He worked on making MTV available in East Berlin and celebrated with Europe when the wall came down.

He and his team built a global operation that now includes over 172 locally programmed and operated TV channels outside the US in more than 162 countries in 33 languages, reaching a potential audience of two billion people, making MTVNI the largest networks in the world.


Bill Roedy exclusively demonstrates
the broadcasting mechanisms
of dish aerials

Click to enlarge broadcastedly

Let’s now reflect about Bill Roedy’s thesis that the music channel MTV helped to tear down the German wall: Due to his quite aggressive strategy having MTV broadcasted via satelite without any encryption in order to conquer one country after the other, the people started to buy dish aerials all over the world with which they could receive and watch MTV for free. Once these dishes were installed the people were then also be able to get in touch with other countries’ news channels; with the interesting side effect that all news of the world were now bypassing unfiltered any government’s censorship.

Such new newsfeeds surely helped to build up a new sort of self-confidence helping unhappy earthlings to get rid of their totalitarian leadership figures in oh so many countries around the globe – and, of course, in East-Germany as well.

It is common sense that it was definitively MTV’s purest and highly genuine attractiveness that drove the people into buying tons of dish aerials. So, during this particular time frame MTV was the seed for the creation of that what is now considered to be a worldwide community.

On this photograph Bill Roedy exclusively demonstrates the broadcasting mechanisms of dish aerials and how their signals were crossing hurdles completely unharmed, such as the former German wall was one.

Finally, we can say that the experienced former commander of nothing less than three NATO Nuclear Missile bases in Italy significantly helped to change the world with something even the military was not aware of its tremedous long-term power: Music!

In 1998 Mr Roedy was named Ambassador for UNAIDS and he has addressed the UN General Assembly on several occasions regarding the pandemic.

He was a founding member and chair of the Global Business Coalition (GBC) on HIV/AIDS from 1999 to 2002, and currently serves as Chair of the Advisory Board. In 2005, UN Secretary General Kofi Annan appointed him founding chair of the Global Media AIDS Initiative Leadership Committee. Mary Robinson also appointed him as an Envoy for the Global Alliance for Vaccinations and Immunizations (GAVI) in 2010.

Also part of the audience: Michael Schirner.


Kofi A. Annan addresses Bill Roedy

Click to enlarge unitednationedly

The United Nations Secretary-General Kofi A. Annan addresses in a speech: «Ten years ago in 2001, HIV/AIDS had been around for 20 years. 28.6 million people were infected with the virus, and many millions more had lost their lives.

It was then that I called on the world’s businesses to join together in the global fight against the virus. The Global Business Coalition on HIV/AIDS was formed, uniting the corporate sector, governments, and civil society in one common cause. MTV was one of the businesses at the forefront of the coalition, using its global network of channels to disseminate cutting-edge, entertaining, and innovative HIV messaging to young people worldwide. Under Bill’s leadership, HIV prevention and education was an integral part of MTV programming, and he was asked to serve as a Special Ambassador for UNAIDS in 1998.

As HIV statistics rose and fell in different countries and demographics over the years, young people accounted for over half of new infections almost every time, and still do today. In recognition of the media’s powerful role in reaching this affected group, the Global Media AIDS Initiative (GMAI) was established in 2005 to galvanise media organisations to play an even stronger role in prevention and education.

Bill was the first person I thought of to chair the leadership committee of this crucial initiative. His passion and dedication to the fight against HIV, particularly among the world’s young people, made him the perfect leader and pioneer for the GMAI. Under Bill’s chairmanship, it grew to include 140 companies from 70 countries.

As we approach the 30th year of AIDS, I cannot praise Bill enough for his continued dedication to the cause. Through the Staying Alive Campaign, countless young people are educated and informed through a medium that they trust and believe in. Further still, MTV has reached thousands of young people through the Staying Alive Foundation, ensuring that HIV prevention is tackled at a tangible, grass roots level in the local communities where it really matters.

Ist is an honour for me to lead our tribute to Bill today. I know there are many people from across the world that will have words of praise and admiration for Bill’s incredible achievements throughout his 22 years at MTV.

Thank you Bill for your tireless activism in the global fight against HIV/AIDS, and many congratulations on a long and successful career at MTV Networks International.»


Medals & Awards

Click to enlarge honouredly

Before joining MTV in 1989, Bill Roedy was Vice President, Affiliate Operations Manager of HBO. He completed his Bachelors in Science at West Point and then served with the Airborne, Ranger and decorated combat service where he received the Bronze Star, Air Medal, Meritorious Service Medal and the Vietnamese Cross of Gallantry (with Silver Star). He also served as a commander of three NATO Nuclear Missile bases in Italy. He received his MBA at Harvard University.

In addition: He has received the International Emmy Founder’s Award, amfAR’s Award of Courage, Individual Business Leadership Award presented by US President Bill Clinton, Doctors of the World Leadership Award and the UN Correspondents Association Global Citizen of the Year Award presented by UN Secretary General Ban–Ki-Moon in 2009. He has given numerous commencement addresses with honorary doctorate degrees.


Global Media AIDS Initiative (GMAI)

The «Global Media AIDS Initiative» (GMAI) is an umbrella organization that unites and motivates media companies around the world to use their influence, resources, and creative talent to address AIDS. The GMAI creates a framework for sharing television and radio programming among media companies in order to increase public health messaging. The organization also educates journalists, editors and producers on how to cover the issue. HIV is preventable, and GMAI members aim to improve public awareness and knowledge to help stem the spread of HIV/AIDS.

Within the GMAI, there are five national and regional coalitions of media companies. As of July 2009, the media initiatives in Africa, Asia, Russia, Latin America and the Caribbean included over 300 member broadcasters total. The GMAI was conceived and organized by the Kaiser Family Foundation and UNAIDS with financial support from the Bill and Melinda Gates Foundation, the Ford Foundation and the Elton John AIDS Foundation.

Bill Roedy explains why he is passionate in the fight to end pneumonia, a preventable disease: «As a music lover and former CEO of MTV Networks International, I’ve spent decades trying to give voice to young people struggling for creative freedom. More recently though I’ve also taken to a new cause: the struggle of babies and children in poor countries just to survive.

Few people can even name the leading global killer of young children — it’s pneumonia — and it claims a child’s life every 20 seconds. Not surprisingly, the overwhelming majority of these deaths take place in the developing world where access to health prevention and care is sometimes complicated.

World Pneumonia Day (WPD), November 12, is an opportunity to remember those many young lives lost to pneumonia which could have been prevented in large part with vaccines, access to simple antibiotics and improved nutrition. If we could ensure that existing vaccines reach those children who need them most we would make a huge difference in preventing the more than 1.5 million young lives lost each year to this devastating disease.»

Go on reading here.


Q & A

Questions & Answers.

Berlin School of Creative Leadership’s President Michael Conrad listens to the questions.

Michael Conrad moderating Q & A.

After the official part of Bill Roedy’s president’s lecture, David Slocum discusses with members of the audience.

Susann Schronen.

After a long and very exhausting march through the jungle of creatively dried out lands (Berlin’s new wannabe airport) Michael Eibes, the Chairman of the German Designer’s Club’s (DDC) executive board, has now reached a refreshing and most lifesaving oasis that has also been provided with the unique capability of signing books.

In the center (f.l.t.r.): Susann Schronen, Jamshid Alamuti, Sheridan Johns and Marie Budde.

The «Ambassador of Striking Yellow» and also member of the German Designer’s Club’s (DDC) executive board, Niko Gültig, awaits his personally dedicated Widmung from Bill Roedy. Recommended music track: Yello’s «On Track».

Recommended music track: Crowded House’s «Four Fingers In One Day».

«Recognising a serious lack of green in this very same coloured image we both ourselves find us integrated, maybe you might like to consider starting your dedication with the creation of a green spot … possibly right here. Well, just a thought…»

Well, there is another way to describe Bill Roedy best – with the help of two of his tweets:

1) 10:51 AM – 15 May 2013:
«Had a great dinner with Barbara Bush and Mark Dybul in NY. And hearing about great work of both the Global Health Corps and Global Fund.»

2) 7:00 AM – 20 Jun 2013:
«Sitting in Finnegans sipping Guiness in Dalkey where Bono and Ali are having lunch with Michelle Obama. Ireland is as beautiful as ever!»

Bill Roedy’s Dedication

Two dedications waiting to be compared and interpreted. Above Bill Roedy recommends our copywriter Hamlet Hampster: «(…) Please Read this Book! (…)»

Sir John Hegarty’s Dedication

The famous creative Sir John Hegarty, however, recommended our copywriter Hamlet Hampster in July 2011: «DON’T READ THIS BOOK!»

What we are now asking ourselves is: What will happen when reading a book that – quite obviously – better should not be read; and not reading a book that cannot wait to be read? Honestly, we are a bit afraid of trying out… Are there any suggestions, out there?

With the visual impression of the formerly best known «Testbild» we not only say buy-buy but like to draw your attention to this «tent talk» with Bill Roedy and Michael Conrad:

Following this link you will be able to watch Bill Roedy’s complete President’s Lecture. So, be a happy sneaker – and just do it!


***Materials For Extended Discourse***
Sir John Hegarty’s President’s Lecture
Hartmut Ostrowski’s President’s Lecture
Peter Brabeck-Letmathe’s President’s Lecture
The Freitag-Brother’s President’s Lecture
Thomas Burrell’s President’s Lecture
Chuck Porter’s President’s Lecture

Religious topic. Therefore comments off.

Berlin School of Creative Leadership: «Bill Roedy’s President’s Lecture (Sneak Preview)

12 Nov

Click to enlarge musicclipvideoedly

After an impressive introduction, the president of the «Berlin School of Creative Leadership» Michael Conrad hands over the microphone to Bill Roedy, the former Chair & CEO, Mtv Networks Int., to give his President’s Lecture.

Bill Roedy is the former Chairman and CEO of MTV Networks International, where he and his team built from scratch a global operation of 200 channels, 20 brands (including MTV, Nickelodeon and Comedy Central) in 200 countries, reaching a potential audience of 2 billion people, launching the most channels in the history of TV.

Prior to joining MTVNI, Bill Roedy was a Vice President for HBO for ten years, and was inducted as one of the «Pioneers» of the U.S. cable industry. Earlier he was a career officer in the United States Army where he qualified as Airborne and Army Ranger and was a decorated combat veteran in Vietnam. He also commanded nuclear missile bases in Italy as part of NATO during the Cold War.

Based on the two cornerstones of Bill Roedy’s career (Military and MTV), our staff photographer Andreas Baier felt responsible to melt down both aspects to one music-clip-lookalike-whatsoever-look.

This happended to be with all the respect he could pay him and MTV remembering quite well that MTV EUROPE was the only TV-channel that was willing to screen his commercial for a fictional funeral company named «Mr. Sandman’s Finest Funerals» Andreas Baier once was desperate to compete in Cannes with:

Our full report about Bill Roedy’s President’s Lecture will have to wait this time a little bit longer to be published. This is due to a heavy workoverload we are sentenced to deal within the next couple of weeks.

Religious topic. Therefore comments off.

Berlin School of Creative Leadership: «Chuck Porter’s President’s Lecture»

1 Aug

Click to enlarge any picture comfortably

We first met Chuck Porter when he was staging as the Jury’s President of the German Art Director’s Club Awards in 2011. He was nothing but constantly illuminating creative minds until they were all blasted off irreversibly. We might like to provide those of our readers who are not that much involved into advertising business with a creative reference: The same way the UK enjoys being allowed to proudly pointing out that Bartle Bogle Hegarty (BBH) is a natural born British agency, the same way the US can refer to Crispin Porter Bogusky (CP+B) as an adequate counterpart concerning creative disciplines of any kind. Their campaigns are as striking as the ones from BBH and their virals are as viral as the stuff from The Viral Factory.

In fact, CP+B did one of the first and still most successful viral in advertising’s history: Burger King’s Subservient Chicken. Despite the circumstance that it is almost impossible to find an earthling who had never ever heard of it you are welcome to read here and here all about it.

We look out of the window at Franklinstrasse 15 and see a white swan with blue frozen feet. This does not happen very often but when it does, it is a very good evidence that somewhere quite in the near first-class-creativity is waiting to be transferred from one mastermind to a lot of other brains that are desperately eager to become one themselves.

Michael Conrad and Michael Schirner.

Michael Conrad welcomes Berlin School’s participants and guests…

and introduces Chuck Porter.

There he is: Chuck Porter joined the Crispin Agency in 1988 as Creative Director and Partner after a long career as an award-winning freelance copywriter. The agency was renamed Crispin & Porter, and within three years it had doubled in size and been named as one of the top 15 creative shops in the country.

Today, the agency has approximately 1,000 people, with offices in Miami, Boulder, Los Angeles, London and Gothenberg, Sweden. CP+B’s clients include Microsoft, Best Buy, KRAFT, Domino’s, and Old Navy. The agency has been profiled in the New York Times, the Wall Street Journal, BusinessWeek, Forbes, and Fast Company. In 2009, CP+B was named Agency of the Year by Advertising Age, Adweek and Creativity magazine and in 2010 was selected by Advertising Age as Agency of the Decade.

All Berlin School’s participants are about to stand up in order to show that they are Berlin School’s participants.

Chuck Porter in Forbes about «The most important thing you must do».

For example: testing the functionality of one’s own electrification. Scientific background: A human brain generates nearly 25 watts of power while you’re awake, which is enough to light up a light bulb. Caught here.

After slightly pushing the airbutton in order to temporarily extinguish his lightbrainbulb Captain Porter is now ready to take off. And so are all guests and participants as well.

In the beginning, as it seems, there was not only light but also a creative genius named David Ogilvy.

This is the place where David Ogilvy used to live at last. Chuck Porter says that in today’s world you have to start being creative on the financial side of advertising because some essential things (creative fees) have changed significantly. Well, but didn’t the Lord say that the way shall be our destination?

And when we look at the castle we have to admit that it is a nice destination: the grass-green-way. Ok, there is one little thing that caused so many changes in so many ways, and this one little thing is best known as computer, which might make it a bit harder to stick out of the mass. Nevertheless we strongly believe in the magic gap that still makes an extraordinary income structure possible – even for contemporary advertisers. A belief Chuck Porter is about to proof that it is justified.

Ha! There we go! And the magic gap has a name too: unexpectedness. By the milky way, this is Chuck Porter in Cannes about how to start a creative agency (Part I and Part II).

How to turn carrots …

into «Scarrots» and gain a tremendous business success. The main claim was «Carrots – Eat ‘em like junk food». This article tells you everything about this great and stunning campaign that contains also some quite thrilling POS-ideas!

The most efficient thing CP+B ever created was the Pizza Tracker for their client Domino’s Pizza, which lets customers track their pizza order at all stages of the delivery process, even down to which member of staff is dealing with it. A new feature of Domino’s Tracker is that consumers now have the chance to post their feedback.

During the hot phase of this campaign, Domino’s was posting online customer reviews – positive and negative – on a Times Square billboard, from July 25th until August 23rd 2011. Surely another Crispin, Porter + Bogusky’s great high-profile stunt for the brand. Do Domino’s customers gain self-confidence when consuming a product that has been created by a company that seems to be stuffed with it «bis unter die Halskrause» – as we say in Germany? It could be possible…

The president of Berlin School of Creative Leadership, Michael Conrad enjoys the great atmosphere during Chuck Porter’s President’s Lecture.

In 2001 Miami advertising agency Crispin Porter + Bogusky won a $100,000 grand prize from the Magazine Publishers of America’s Kelly Awards for its campaign to launch the Mini car. The Kelly Awards honour magazine campaigns that demonstrate creative excellence and effectiveness. They are named for Stephen E. Kelly, a former MPA president who devoted his career to magazine publishing. He promoted the concept that creative magazine advertising made the difference in sales results – a concept that became the guiding principle for the Kelly Awards. This is a non-print commercial entitled «‪Counterfeit Mini‬»:

And now, ehm räusper, just in case you are able to deal with all sorts and types of phonetic specialities coming along with the German language you are warmly welcome to get in touch with one of our very own MINI productions we once did without any assignment but stuffed with pure passion «bis unter die Halskrause» – as we say in Germany: A young couple sits in a MINI car kissing and kissing and kissing while a sophisticated poem coming out of the off interpreting what’s been happening on screen.

While providing some hair with a touch of digital blue we were hooked and thrilled by the idea that the process of intensive thinking will cool down human brains. We did some research on that and could not find any evidence that thinking in general is able to affect a brain’s temperature in any way. But wherever there is pain there is a smile as well. We found something else: Six Lazy Ways to Trick Your Brain Into Being Productive.

The tricks are: 1) Use Your Procrastination to Your Advantage; 2) Use Your Office Lighting and Temperature to Boost Productivity; 3) Take Your Work to a Coffee Shop; 4) Take a Nap; 5) Play Unfamiliar Music While You’re Working; and – about the sixth one we’re not really sure: 6) Look at Photos of Cute Baby Animals.

Michael Conrad thanks Chuck Porter for his great lecture.

Well, there were still a couple of questions desperately waiting to be answered. One was: «Bill Gates once said that he always chooses a lazy person to do a hard job. Because a lazy person will find an easy way to do it. Is brilliant advertising based on lazy people’s work?» Chuck Porter’s answer was very diplomatic. Very much, indeed!

Regarding the fact that our holy beloved blog officially still remains in a temporarily frozen condition that shall be described best as «we’re on summer vacation», not all photographs do carry subtitles. We kindly ask you to forgive us. However, we think that the atmosphere all photographs do transport stands for itself.

Tassilo von Grolman.

Our Meerschweinchenreport’s copywriter-in-chief, Herr Hamlet Hamster, created a spontaneously written hymn entitled «A Way to Success in Winter’s Time» on Tassilo von Grolman’s new teapot creation «ellipse» for «mono»; after enjoying some portions of Japan Sencha, which was floating harmoniously over the serving top straight into the hungry stomach of a tea storing experienced mug while snow flakes were dancing so mindlessly under the roof of free nature, all that in order to encourage our copywriter-in-chief to create a spontaneously written hymn entitled «A Way to Success in Winter’s Time» on Tassilo von Grolman’s new teapot creation «ellipse» for «mono»; after enjoying some portions of Japan Sencha…; all that and best to our knowledge that putting one’s output on heavy rotation is surely one of the few successful keys to develop a greater public awareness.

Hans-Joachim «Bulle» Berndt and Michael Schirner.

Hans-Joachim «Bulle» Berndt and Susan Schronen.

Chuck Porter and Rafael Aparicio.

Michael Conrad and Michael Schirner.

Michael Conrad, Michael Schirner and Tassilo von Grolman.

Our photographer loves this elevator in particular and optical illusions in general. Optical illusion? Well, sort of …


Here’s the Tent Talk between Michael Conrad and Chuck Porter:


***Materials For Extended Discourse***
Sir John Hegarty’s President’s Lecture
Hartmut Ostrowski’s President’s Lecture
Peter Brabeck-Letmathe’s President’s Lecture
The Freitag-Brother’s President’s Lecture
Thomas Burrell’s President’s Lecture
ADC’s Great Awarding Ceremony 2011

Sensitive topic. Therefore comments off.

Michael Conrad: «Make Culture Your Strategy»

28 Oct

Eine schön tiefsitzende und mit ihrem rotfarbenem Restlicht durch die Fenster der Belle Étage des Käfer’s im Wiesbadener Kurhaus brezelnde Sonne trägt in besonderem Maße zum Gelingen dieses Portraitbildes von Michael Conrad bei. Als Schirmherr des diesjährigen DDC-Wettbewerbs «Gute Gestaltung 13» referiert er vor den Jurymitgliedern über das Thema «Make Culture Your Strategy». Es empfiehlt sich, sich über Michael Conrad hier einen Hauch von schlau zu machen.

Meerschweinchenreportleserinnen und Meerschweinchenreportlesern ist Michael Conrad bereits durch unsere Berichte über die President’s Lectures an der Berlin School of Creative Leadership von Sir John Hegarty, Hartmut Ostrowski, Peter Brabeck-Letmathe, den Freitag Brothers oder Thomas Burrell bestens bekannt.

Das Basislager vor der Belle Étage: Nach den hinreichend strapaziösen und nervenaufreibenden Juryarbeiten grönzte es an einen Akt übermenschlicher Unmenschlichkeit, von den Jurymitgliedern nun auch noch den direkten Einstieg in die marode, quatsch, marmorne Treppenhauswand mit Richtung 2.Stock des geschichtsträchtigen Gebäudes zu velangen. Bei einem Angriff, quatsch, Aperitif werden zunächst die hierfür notwendigen Kräfte gesammelt.

In diesem Beitrag werden auf die sonst üblichen Bildunterschriften und Namensnennungen verzichtet, denn wie heißt es doch so hübsch in strategisch gut und kultiviert ausgerichteten Kreisen? Right: less is more; was in der Praxis so viel bedeutet wie: Nur drei und nicht vier Stückchen Gänseleberpastete.

Die Preisverleihung findet übrigens am Freitag, den 30. November, im Capitol Theater in Offenbach statt. Karten können beim DDC bestellt werden. Außerdem kann man sich unter vorstehendem Link über die Gewinner in den einzelnen Kategorien informieren.

Sensibles Thema. Deshalb keine Kommentarmöglichkeit.

DDC: «Gute Gestaltung 13»

25 Oct

Gruppenbild DDC-Jury «Gute Gestaltung 13»

Am 19. und 20. Oktober tagte einmal mehr die Jury des Deutschen Designer Clubs (DDC) unter der Schirmherrschaft von Michael Conrad in den Räumlichkeiten der Hochschule RheinMain (HSRM) in Wiesbaden.

Anschließend hielt Michael Conrad seinen Vortrag Make Culture Your Strategy in der Belle Étage im Hause Käfer’s, über den Meerschweinchenreport noch berichten wird.

Zur Jury gehörten neben dem Gesamtjuryvorsitzenden Niko Gültig ebenfalls Prof. Stefan Heiliger, Michael Landes, Marco Spies, Annette Häfelinger, Thomas Kettner, Sandra Wolf, Peter Ippolito, Prof. Dr. Phil. Klaus Klemp, Dick Spierenburg, Dr. Michael Peters, Ulrich Pohl, Wolfgang Weyand, Prof. Holger Schmidhuber, Clemens Olbrich, Kurt Friedrich, Kristine Listau, Oliver Scherdel, Peter Zizka, Wolf Udo Wagner, Michael Eibes, Shirin Frangoul- Brückner, David Kuntzsch, Manuel Rauch, Ursel Schiemann, Andreas Baier, Michael Rösch, Carmen Doerr, Kerstin Amend, Curt Mertens, Volker Stengele, Joe Kaiser, Robb Horton, Peter Hamel, Ines Blume, Bernd Schuler, Elisabeth Budde, Heinrich Fiedeler, Thomas Nagel, Valentin Heisters, Oliver Hesse, Norbert Herold, Holger Volland, Olaf Barski, Lars Grau, Joachim H. Blickhäuser, Clemens Hilger, Klaus Chmielewski und Oliver Wagner.

Click to enlarge colouringly

Auf ihrem Jury-Rundgang: Schirmherr Michael Conrad sowie Gesamtjuryvorsitzender und DDC-Vorstandsmitglied Niko Gültig. Hier in der Sektion «Geschäftsberichte».

Sensibles Thema. Deshalb keine Kommentarmöglichkeit.

President’s Lecture at the Berlin School of Creative Leadership: «Thomas Burrell – Brainwashed: Challenging the Myth of Black Inferiority»

18 Sep

We thought about it a lot. Especially after consuming Thomas Burrell’s President’s Lecture at the Berlin School of Creative Leadership entitled: «Brainwashed: Challenging the Myth of Black Inferiority» on Wednesday, July 25th, 2012. Now we know how to communicate with the rest of the world without facing the problem that somehow somebody somewhere might suffer from an improperly designed statement which could create accidentally mental chaos, belittements, or drive some of the addressed into the emotional situation of being unpleasantly separated from the others. Our conclusion: In this blog entry we only speak non-verbally to our audience through carefully developed pictures in order to pay all the persons you are about to see the maximum amount of respect he or she deserves.

So, we think it is time and most appropriate to quote from Berlin School’s Website to let you know what Thomas Burrell’s lecture was all about in detail: «Inferiority complexes are difficult to overcome an even more difficult to correct. However, effective and intelligent communication can offer a powerful and persuasive tool for breaking down misperceptions and restoring confidence to disenfranchised groups and minorities. How exactly does one best go about correcting negative stereotypes and changing public perception? What modern communication practices have proven to be effective in helping address inferiority complexes? What implications do negative perceptions and inferiority complexes have on business and society?»

Making quoting our second nature here are some facts about Thomas Burrell himself drawn from the same source mentioned before: «Advertising industry visionary Thomas Burrell broke barriers in the media industry when he launched his Chicago-based ad agency in 1971. The company was established with the intention of forging an authentic and respectful relationship with the African American consumer, and to tap into how the Black Aesthetic could also appeal to the general market consumer. For decades, Burrell fought for industry diversification and the opportunity for black agencies to gain general market accounts. In his recent book, Brainwashed: Challenging the Myth of Black Inferiority (2010) Burrell examines how negative images and stereotypes have impacted America’s view of African-Americans. Burrell is Chairman Emeritus and Founder, Burrell Communication.»

Adrian Botan and Annabel Wahba (Die Zeit)

Michael Conrad

Hermann Vaske and Tassilo von Grolman

Hermann Vaske and Adrian Botan

Michael Conrad welcomes Hermann Vaske

Multitasking at its best

Michael Conrad introduces Thomas Burrell to the audience

Sometimes our photographer puts some extra energy
into the process of digital imaging

David Slocum speaks

David Slocum hands the mike over to Thomas Burrell

Thomas Burrell starts his lecture

«Challenging the Myth of Black Inferiority»
means starting at its roots: slavery.

Michael Conrad introduces Adrian Botan to the audience

Adrian Botan (Berlin School EMBA 2010) joined McCann Erickson Romania in 1998. In the fourteen years there as a creative director, his team has won over 150 awards for creativity and effectiveness in competitions spanning from New York Festivals to Cannes and Epica or Eurobest, while McCann Romania was six times the Agency of the Year in three national and regional competitions. In 2007 McCann Romania entered the Gunn Report’s Top 50 creative agencies in the world.

In 2011, under Adrian Botan’s leadership, McCann Romania became the first ever agency in Central and Eastern Europe to take home not one but two Grand Prix and Titanium in Cannes Lions Festival for the campaign “American Takeover” for ROM Chocolate, followed by a clever new campaign to change the negative image of Romania using Google search.

Adrian Botan and David Slocum



Thomas Burrell signs the «Hall of Fame Wall»

Michael Conrad and Thomas Burrell

Thomas Burrell speaks to Jennifer Hoff

Adrian Botan signs the «Hall of Fame Wall»

Thomas Burrell signs his book: (…)

«(…) for Susann Schronen»

«(…) for Hamlet Hamster»

Waiting for signatures: Michael Rösch and Michael Grübbeling

«(…) for Michael Rösch»

«(…) for Tassilo von Grolman»

«Dear Michael, aren’t we all brainwashed,
at least a little bit?

Thomas Burrell demonstrates how it feels being brainwashed

Thomas Burrell and Rafael Aparicio

Nik Arnhold, Sarah McGill and Uroš Goričan

Folker Wrage, Joachim Schronen and Sarah McGill

Some great short and long skirts

Michael Conrad and Tassilo von Grolman

Sensitive topic. Therefore comments off.

Sneak Preview: «President’s Lecture At The Berlin School Of Creative Leadership»

29 Jul

After the lecture: Thomas Burrell (right) asks Michael Conrad (left): «Aren’t we all brainwashed, at least a little bit?» In the center of the picture: Adrian Botan.

Advertising industry visionary Thomas Burrell broke barriers in the media industry when he launched his Chicago-based ad agency in 1971. The company was established with the intention of forging an authentic and respectful relationship with the African American consumer, and to tap into how the Black Aesthetic could also appeal to the general market consumer. For decades, Burrell fought for industry diversification and the opportunity for black agencies to gain general market accounts. In his recent book, «Brainwashed: Challenging the Myth of Black Inferiority» (2010) Burrell examines how negative images and stereotypes have impacted America’s view of African-Americans. Thomas Burrell is Chairman Emeritus and Founder, Burrell Communications.

Meerschweinchenreport feels delighted to deliver a complete picture of Thomas Burrell’s and Adrian Botan’s President’s Lecture at the Berlin School of Creative Leadership within the next two weeks.

Sensitive topic. Therefore comments off.

Berlin School of Creative Leadership: «Peter Brabeck-Letmathe’s President’s Lecture»

3 Apr

Clark Parsons bittet die Teilnehmer Platz zu nehmen

Über die Aktivitäten der «Berlin School of Creative Leadership» hatten wir bereits hier , hier und hier ausführlich berichtet. Diesmal bat Peter Brabeck-Letmathe, Chairman of the Board, Nestlé S.A. die Kursteilnehmer zu seiner President’s Lecture. Auf dem Programm stand Online-Kommunikation.

Wie sich die Mitglieder der Ur-Generation des Internets noch erinnern können, war der mit der Online-Kommunikation einhergehende Kontrollverlust von Unternehmen über deren Marken für diese neu und man reagierte überwiegend irritiert und unsouverän. In diesem Contrex, pardon, Kontext seyen nur kurz der Jamba-Komplex sowie die Du-bist-Deutschland-Nummer ins Gedächtnis gerufen. Beide Vorgänge wurden übrigens von Johnny Haeuslers Spreeblick initiiert – und haben zweifellos in der Bundesrepublik Internetgeschichte geschrieben.

Besonders interessant war Peter Brabeck-Letmathes President’s Lecture inbesondere deshalb, weil man von oberster Stelle eines weltweit agierenden Konzerns erfahren konnte, welche Bedeutung der Online-Kommunikation inzwischen beigemessen wird – und wie man aktuell mit plötzlich entstehenden «Kommunikations-Kriesensituationen» umgeht.

So war direkt im Anschluß an den Vortrag das George-Clooney-Ding das große Thema. Hier ist das Filmchen, das urplötzlich im Netz auftauchte, sofort von diversen Nachrichtensendungen zur Primetime thematisiert wurde und Nestlé zu einer Reaktion zwang:

Well, wir sind ja nach wie vor der Meinung, daß inzwischen pro Tag genauso viel Viral-Säue durchs globale Dorf getrieben werden, wie Gerüchte an der Wall Street ausgesetzt werden; und daß Nestlé in diesem Falle nicht zwingend zu reagieren gebraucht hätte. Dennoch klärte Nestlé seine Kritiker darüber auf, daß das Unternehmen sehr wohl auf «Fair Trade» achte, was der Konzern auch belegen konnte.

Über Peter Brabeck-Letmathe erschien auf zeit.de ein lesenswerter Artikel mit der Überschrift «Der Wassermann». Nachfolgend ein paar kommentierte und unkommentierte Bilder von der Vorlesung.

Clark Parsons begrüßt die Besucher

Peter Brabeck-Letmathe

Sheridan Johns (Berlin School)

Michael Conrad eröffnet die Fragestunde

H.-Joachim Richter, Director Corporate Communication Nespresso
und Michael Conrad

Willi Schalk (li) wird von Michael Conrad (re) den Teilnehmern vorgestellt

Peter Brabeck-Letmathe und Michael Conrad

Peter Brabeck-Letmathe und Isabella «one problem less» von Bülow

Folker Wrage (McCann Erickson) hat den Bretzelbiß

Willi Schalk im Gespräch mit Michael Conrad

Die DDB-Fraktion vor der Kamera: Edgars Skulte (DDB Latvia),
Lea Stanković (Communis DDB) und Simon Higby (DDB Copenhagen)

Ulrich Proeschel (TBWA) und Susann Schronen (Berlin School)

Folker Wrage im Gespräch mit Marion King

Peter Brabeck-Letmathe und Michael Conrad

Peter Brabeck-Letmathe verabschiedet sich

Am darauf folgenden Tage gab es übrigens ab 9:00 Uhr den Vortrag des «High-End-Hackers» (Kann man das so schreiben?) Pablos Holman zu hören. Darüber wird ein gesonderter Artikel im Meerschweinchenreport berichten.

Sensibles Thema. Deshalb keine Kommentarmöglichkeit.

Berlin School of Creative Leadership: «Hartmut Ostrowski’s President’s Lecture»

10 Oct

Hartmut Ostrowski is Bertelsmann’s CEO and about to give his President’s Lecture at the Berlin School of Creative Leadership. Your most loveliest and gorgeous Hamlet Hamster calls himself an expert in almost all sorts of creative things, however, not in business affairs at all. So, please do not expect a summary of Hartmut Ostrowski’s speech. It could only produce confusion. On the photograph: Michael Conrad, President of the Berlin School, Hartmut Ostrowski, CEO Bertelsmann, Sebastian Turner, Scholz & Friends’ former Big Brain!, and two young gentlemen from Bertelsmann as well.

Sebastian Turner, the two young gentlemen from Bertelsmann and Michael Conrad discusses with Michael Schirner, GGK’s former Big Brain!.

Hartmut Ostrowski listens to one of the two young gentlemen from Bertelsmann.

Short before Mr Ostrowski’s President’s Lecture starts some this year’s BSCL-participants (Tom Hidvegi, Anca Nuta, Uroš Goričan and Kate Cox) are about to find out how it feels delivering a perfect performance.

Michael Conrad warmly welcomes Hartmut Ostrowski and reflects in front of the audience about his childhood-memories when the «Bertelsmann Buchclub» played a major part in it.

Rafael Aparicio, Hartmut Ostrowski and Sarah McGill.

Sarah McGill and Sebastian Turner.

Complete President’s Lectures on video tape.

Clark Parsons, Managing Director, Berlin School of Creative Leadership, addresses the importance of the President’s Lecture to the audience.

Sebastian Turner.

Hartmut Ostrowski starts his President’s Lecture.

Michael Schirner and Frances Luckin.

The microphone travels around the classroom. A lot of questions are waiting to be answered by Bertelsmann’s CEO.

Michael Conrad farewells Hartmut Ostrowski.

Get together after Hartmut Ostrowski’s President’s Lecture.

Same situation, seen from a different angle: Michael Schirner in contact with participants.

Participants, participants, participants: They all enjoy the Berlin-School-Lectures very much. On the right-hand side: Jennifer Hoff and Stein Kvae.

Uroš Goričan (blue shirt), André Stäheli, Rafael Aparicio, Anca Nuta (back) and Kate Cox (croissant).

Tom Hidvegi, Clark Parsons (back), Susann Schronen (digitally coloured hair), and two other participants who will wait patiently until they will be identified by our blog photographer Andreas Baier.

Michael Conrad welcomes guests.

Bertelsmann’s CEO Hartmut Ostrowski does Social Media via his smartphone.

Professor of Strategy & International Management, Paul Verdin, discusses with the two young gentlemen from Bertelsmann.

Professor of Strategy & International Management, Paul Verdin, discusses with Hartmut Ostrowski.

Rafael Aparicio discusses with Hartmut Ostrowski. Left: Kate Cox.

Sarah McGill, Nik Arnhold and Sebastian Turner.

Kazi Monirul Kabir, Sarah Mc Gill, Michael Conrad and Nik Arnhold.

Sebastian Turner leans forward and examines Hartmut Ostrowski’s and his assistant’s ties. His result: Perfect result! This day’s President’s Lecture at the Berlin School of Creative Leadership is all over now.

Sensitive topic. Therefore comments off.

Berlin School of Creative Leadership: «The Freitag Brothers’ President’s Lecture»

23 Sep

click to enlarge properly

We already introduced Berlin School of Creative Leadership to our readers when living advertising legend Sir John Hegarty held his President’s Lecture in Berlin’s Franklinstreet in order to make up-coming and most talented executives much more up-coming and, not to forget, much more talented as well. Followed by Bertelsmann’s CEO Hartmut Ostrowski, this time’s President’s Lecture was given by two very successfully operating brothers who conquered the design oriented part of the world with their recycling bags, simply called «Freitag».

In other words: They launched one of the great startup cult brands of the last two decades: Freitag, the iconic bags made of recycled materials. Now the Freitag Brothers explain precisely how they did it. This is what their President’s Lecture is all about.

Berlin School’s President Michael Conrad is introducing our blog photographer Andreas Baier to the Freitag Brothers who both will be interviewed by him shortly.

What did we say?

Michael Conrad introduces the Freitag Brothers to the audience.

The Freitag Brothers started projecting numbers, such as 1967, against the screen. They told us about their lives and why the idea of recycling is so drivingly important to them. They explained us that they are not going for market research in any way when launching a new product is in sight. They just do what they prefer most. They simply go for their own taste. Obviously there are enough fellows around the globe who have been provided with the same kind of feeling for a suitable product design. Interestingly, when they were about opening their first shop, they didn’t go to mainstream places like New York, Rio or Tokyo – they went to St. Moritz. What a smart move! They also told us how they had been copied by Migros which started to offer so-called «Donnerstag»-Bags to their customers for some EURO 25,-. Instantly, they felt being honoured by such an intensive attention their bags were seeking.

A producer of high-class leather shoes would have shown us some cows, horses, crocodiles or even mockingbirds enjoying their well-earned sundown. This would happen to teaching us where their material comes from – and how it felt before being offered the unique opportunity of helping out a small part of mankind to look far more better than the other and much more larger part of it. Well, as we said, the Freitag Brothers are a new kind: they’re special.

The Freitag Brothers’ very first bag.

Michael Conrad is as fascinated as all others.

Questions after questions after questions: they were all answered.

On videoscreen: all the same.

After the lecture there was enough space and time to go creative. Most wanted: to have a tourist-look-a-like snapshot showing oneself together with one or both of the Freitag Brothers who are as famous as the Eiffel Tower.

The Freitag Brothers and Mr Congratulations.

The Freitag Brothers bag-shooting starts. Freitag Bags are a «must have». No wonder that most of Berlin School’s this years participants wanted to be portrayed with both Freitag Brothers and their individual Freitag Bag. Just in order to put things that belong together together.

«Now it’s your turn!»


Again and again.

Again and again and again.

Michael Conrad Hall: The Freitag Brothers are putting themselves up against the wall.

Even here: the Freitag Brothers are driven by pure perfectionism.

The Freitag Brothers are making progress.

Voilà, the work has just been done!

Relaxed get together: Participants discussing Freitag Brothers’ inspiring lecture.

Sensitive topic. Therefore comments off.

Berlin: «Sir John Hegarty President’s Lecture At The Berlin School»

31 Jul

Sir John Hegarty’s President’s Lecture at the Berlin School. Needless to say: the house was crowded; filled with creatives who’s business performances take place on executive levels.

Alle Fotos von unserem Redaktionsfotografen Andreas Baier.


Ein prüfender Blick auf den Monitor der Kamera beweist: Etwas mehr als zwei volle Stunden Hegarty-Genuß wurden in der Franklinstrasse 15 im Rahmen ihrer nun zum fünfundzwanzigsten Mal stattfindenden «President’s Lecture» von der Berlin School geboten.

Michael Conrad, der Präsident der Berlin School, eröffnet vor vollem Haus die mit Spannung erwartete Abendvorlesung. Das Bildungsprogramm der Berlin School richtet sich übrigens nicht an den kreativen Nachwuchs, sondern an gestandene Haudegen aus den Chefetagen, die über die zunehmende Komplexität des Kommunikationsgeschäftes auf dem Laufenden gehalten werden möchten.

Sir John Hegarty, Mitbegründer der legendären Londoner Werbeagentur BartleBogleHegarty (BBH), kommt gleich zu Beginn seines Vortrages zum Punkt – und präsentiert sein nagelneues Buch. Eigentlich hätte er es «Don’t read this book» nennen wollen, weil die Menschen am liebsten verbotene Dinge tun – und sich sein Buch mit diesem Kommunikationskniff besonders oft verkaufen würde. So richtig belegen konnte Sir John die Richtigkeit seiner These bedauerlicherweise nicht, denn sein Verleger habe ihm einen Strich durch die Rechnung gemacht – und es lieber «HEGARTY ON ADVERTISING – TURNING INTELLIGENCE INTO MAGIC» genannt. Manchmal sind Verleger halt so. Hegarty: «Whatever you do, you are surrounded by clients. There is always a client you are supposed to deal with.» Auf der anderen Seite waren alle vorrätigen Exemplare nach Beendigung seiner Lesung umgehend ausverkauft. So, who wanna blame the publisher?

Außerdem hätte er sich mit seinem ursprünglichen Buchtitel «Don’t read this book» im Falle einer an ihn herangetragenen negativen Kritik in der luxuriösen Position befunden, diese mit dem Hinweis «Didn’t I tell you not to read my book?» entspannt abschmettern zu können. Diese Chance sei nun vertan.

«Aber besteht das Leben denn nicht aus vertanen Chancen?» fragt mich just im Geiste eine besorgte Mittvierzigerin aus der Spinatstrasse 37. «Tut mir leid, meine Dame, aber ich glaube, Sie haben sich möglicherweise signifikant verlaufen» entgegne ich ihr, was die Situation ebenso signifikant entschärft. Mit seinen vielen Arbeitsbeispielen aus seinem reichen kreativen Leben läßt der weltbekannte Werbeire nämlich keinen Zweifel daran, daß das Leben aus realisierten Chancen zu bestehen habe – und es dies auch tut. Eine gesunde Portion Hartnäckigkeit sei jedoch immer griffbereit in der Nähe zu halten. Es gilt das Prinzip «Never take a NO for an answer.»

Sir John Hegarty ist, diesen Titel teilt er souverän mit dem leider viel zu früh verstorbenen Paul Arden, der personifizierte Minderwertigkeitskomplex deutscher Werbetreibender. Vor diesem Hintergrund nur allzu verständlich, daß sich ein Seminarteilnehmer sogar seine Ohrmuscheln hatte vorher operativ vergrößern lassen (siehe Foto), um seinen Wissensdurst adäquat stillen zu können. Meerschweinchenreport meint: Vor-bild-lich!

Voilà, sämtliche im Raume anwesende Ohrmuscheln lauschen gespannt den Worten des schwarzen irischen Werbeschafes.

Da John Hegarty selbst nie als Texter gearbeitet hat, sondern ausschließlich als Art Director, ist er konsequent visuell eingestellt. Seine provokante These: «Text hemmt die Kommunikation». Das hier gezeigte Anzeigenmotiv belegt seine Überlegung eindrucksvoll. Es kommt nur mit dem Logo des Unternehmens aus. Es ist ein alter Streit zwischen den Kommunikationsgelehrten, ob größere Textmengen der Werbesache dienlich oder eher hinderlich sind. Werbe- und Texterikone David Ogilvy sah die Sache nämlich deutlich anders. Er scheute sich nicht, in Anzeigen akribisch jedes einzelne Wort zu zählen, auch die Absätze und Spalten, in denen er gesetzt war, um daraus klare Ableitungen und Regeln für einen wirksamen Werbetext zu generieren. Hier eines seiner legendären Anzeigenmotive. Und das, ähm räusper, ist eines unserer Anzeigenmotive (für WABCO), das Euer Hamster nach den Regeln Ogilvys kreierte.

Eine der Reaktionen auf vorstehendes Motiv war übrigens ein Schreiben der Firma Porsche, mit der Bitte, die Anzeige nicht mehr zu veröffentlichen, da sich das Unternehmen andernfalls gehalten sähe, Klage einzureichen. John Hegarty blieb entspannt und schrieb zurück, daß ihm eine Statistik vorläge, die besage, daß der Wagen, in dem ein Autofahrer am liebsten einen Unfall verursachen würde, ein Porsche 911 sei. Er schloß sein Schreiben an Porsche mit der Frage, ob es in Ordnung gehe, daß er diese Statistik veröffentliche. Er habe darauf von Porsche nie wieder etwas gehört.

Hegarty erzählte von einem anderen Klageandrohungsschreiben, mit dem es einst Groucho Marx zu tun bekam; und der Komiker einen ähnliche komischen Weg gefunden habe, seinen «Gegner» Warner Brothers ruhig zu stellen. Dieser Briefwechsel ist ebenfalls in John Hegartys Buch zu finden.

Selbstredenderweise besteht Hegartys Vortrag nicht nur aus der Projektion kreativ erfolgreicher Kampagnenbeispiele, sondern auch aus der Beschreibung wichtiger Entscheidungen, die er in seinem Leben getroffen habe. So standen ihm ziemlich zu Beginn seiner Kreativlaufbahn zwei verschiedene Jobs zur Auswahl: Entweder bei Y&R eine ziemlich gut dotierte Position als Art Director anzunehmen – oder für die Hälfte des Geldes als Junior AD bei Benton & Bowles anzufangen, wo ein ziemlich talentierter italienischer Texter sein kreativer Gegenpart sein sollte: Charles Saatchi. Er entschied sich für die Stelle als Junior AD und Charles Saatchi, der übrigens damals noch nicht DER Charles Saatchi war.

Ein weiterer seiner wichtiger Ratschläge: «If you do advertising, be sure that you do not live advertising! Otherwise your work becomes boring.»

Ein bißchen leichtverständliche Fotokunst zwischendurch? Der Kritiker vom Fach: «Mit seinen großformatigen Trinkerportraits macht der Künstler Mustapha Mandelbaum auf die Bedrohung seltener Tierarten aufmerksam, denen durch die zunehmende Klimaerwärmung die Trinkhallen an den wichtigen Knotenpunkten unseres Planeten ersatzlos wegsterben. Schön ist das nicht!» Nein, schön ist das wirklich nicht.

Werbemißverständnisse entstehen leicht durch ungenaue Typografie: hier hätte es eigentlich «W. Werber» heißen müssen. Eigentlich naheliegend.

Das im Anschluß angesetzte Fragestündchen zeugt von der Aufmerksamkeit, mit der das Publikum den Vortrag John Hegartys verfolgte. Michael Conrad mußte irgendwann die Notbremse ziehen, da Sir John andernfalls noch heute dort stehen und Fragen beantworten würde…

Wie entsteht eine gelungenes Pressefoto? So entsteht ein gelungenes Pressefoto.

Und nun zum Moment, auf den ich seit Hegartys «Don’t read this book!» -Erklärung gewartet habe: Ich erstehe noch das letzte in Cellophan verpackte Exemplar und bitte the master himself auf den Schutzumschlag «For Hamlet Hampster – DON’T READ THIS BOOK» zu schreiben. Ich versichere ihm: «I promise you that I will never ever read your book!». Und genau so werde ich es wohl auch halten. Wirklich? Naja, mal sehen…

Get together: in der Bildmitte der Designer Tassilo von Grolman.

Fazit: Eine erstklassige Veranstaltung der Berlin School auf internationalem Top-Niveau.

Buy Hegarty’s book on Amazon.

Sensibles Thema. Deshalb keine Kommentarmöglichkeit.