ACADEMY DEAN ACADEMY DEAN JOE MCDONAGH CLIVE CHALLIS. Deputy Director Creative & Content Bill & Melinda Gates Foundation

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1 ACADEMY DEAN Before joining the Bill & Melinda Gates Foundation, Joe McDonagh s creative career in advertising and communications spanned global agencies and markets, including Saatchi & Saatchi, Dentsu, Ogilvy & Mather, and most recently as WWCD at Korea s most rapidly expanding global communications group, Cheil Worldwide. Prominent clients and campaigns include Toyota, British Airways, Proctor & Gamble, Samsung, Honda, American Express, Disney, Jaguar, and Hewlett-Packard. JOE MCDONAGH Deputy Director Creative & Content Bill & Melinda Gates Foundation Currently at the Bill & Melinda Gates Foundation, he is the creative lead. In this position he provides each of the foundation s 26 programmes strategic and creative communication support worldwide. His team consists of speechwriters, story developers and tellers, communications project managers and producers. Also in the portfolio is the management of external, global creative partners, agencies and services. Joe has been recognised by the creative industry s top awards, from Cannes to One Show. His global experience, leadership and success in executive creative roles brings innovative and unique approaches to what is most important the work. ACADEMY DEAN Clive Challis is the Head of the advertising course at Central Saint Martins. He studied graphic design under Richard Hollis, Anthony Froshaug and Bob Gill. He has worked as an art director at Lord Geller Federico, DKG and Y&R in New York, and later moved back to London to be the Group Creative Director at DMB&B. His book on Helmut Krone is a definitive source on modern art direction as it emerged from the creative revolution. CLIVE CHALLIS Head of Advertising Central Saint Martins 1

2 MONDAY 17 JUNE 10:00-10:45 On the road to creative excellence judgement on quality and standards is key. The session offers how to focus judgement and how to make judgement part of inspiring creative excellence. After 34 wonderful years in advertising Michael Conrad retired in Born in Germany a country more famous for great cars and less famous for great ads, as his friend John Hegarty likes to point out Michael brought German engineering to quality leadership in advertising, helping Leo Burnett Worldwide Inc, become Global Agency Network of the Year in 2000 (AdAge) and Most Awarded Agency Network in 2001 (Gunn Report). Under his creative leadership, 27 Leo Burnett agencies were named Agency of the Year in their countries, some of them more than once. MICHAEL CONRAD President Berlin School of Creative Leadership Michael began his career in 1968 as copywriter for Young & Rubicam, Frankfurt. In 1972, then Creative Director at Ogilvy & Mather Frankfurt, Michael left with colleague Creative Director Walter Lürzer to start TBWA in Frankfurt. In 1975 Michael and Walter set up Lürzer, Conrad, subsequently winning Agency of the Year and several Campaign of the Year awards. In 1980 the agency merged with Leo Burnett Germany, continuing its growth and creative success. When Walter retired in 1982 to launch Lürzer s Archive, Lürzer, Conrad was renamed Michael Conrad & Leo Burnett. In 1986 Michael moved to Chicago as President and Chief Creative Officer of Leo Burnett International, which included creative leadership on global accounts such as Marlboro and eventually became Vice-Chairman and Chief Creative Officer of Leo Burnett Worldwide. Michael presided over many juries of international advertising festivals, including Cannes and Clio and is member of Great Britain s D&AD as well as honorary member of the Art Director Clubs of Switzerland, Germany and Europe. In 2002 German business daily Handelsblatt and Wirtschaftswoche magazine inducted him into the German Advertising Hall of Fame. Michael co-founded The Berlin School of Creative Leadership in 2004 and serves as its President since. Michael was also the first Dean of the Roger Hatchuel Academy over its first five years. 2

3 MONDAY 17 JUNE 17:00-17:45 A Car Came Round the Piano He ll talk about the power of storytelling and show examples. We drew on caves we shared stories around camp fires. We haven t evolved that much. Now we still do the same thing... Only its a digital camp fire. To get his first job in advertising Graham dressed up as an old man. He had been rejected in an interview with a top agency for being junior. The next day he returned having aged four decades. They hired him. He went on to create some advertisings most iconic campaigns, including the famous British Airways Face commercial with a cast of 6,000 people. GRAHAM FINK Chief Creative Officer Ogilvy & Mather China He has won every award possible in a glittering career spanning 25 years, working at a string of the best agencies in the UK: CDP, WCRS, Saatchi s,ggt and M&C Saatchi. In 1991 he made a record about John McCarthy. It became a club hit. In 1996 he became the youngest president of D&AD and was voted into D&AD s Art Direction book representing worlds top 28 Art Directors of all time. Four years later he wrote and directed a short film Z, which was shortlisted for a BAFTA. Graham set up his own successful production company thefinktank and won awards for directing including a BRIT nomination for best dance video of the year. In 2005 he joined M&C Saatchi as ECD, and turned it into one of the most awarded agencies in London. In 2011 he moved to Shanghai to become Chief Creative Officer at Ogilvy China. Ogilvy Asia went on to win China s first ever Grand Prix at Cannes Lions for #CokeHands. 3

4 TUESDAY 18 JUNE The rules behind breaking creativity rules The creative thought patterns behind winning Interactive & Integrated campaigns It is commonly agreed that outstanding creative ideas are those that break the rules and manifest original thinking or an innovative creative approach. But, looking at the process from a different perspective, an analysis of the world s award-winning top creative ideas shows that, underneath the surface, these ideas share several recurring thinking patterns, patterns that paradoxically help one to break the existing common moulds and originate surprising ideas. This workshop presents the creative thinking patterns behind the most creative interactive and integrated campaigns, and supplies structured thinking tools for creating original and innovative new ideas and campaigns. The take-home value for participants: Gain new insights into the creative thinking patterns behind the most creative recent interactive & integrated campaigns. Acquire practical tools to lead teams in the process of ideation and creation of new concepts and new campaigns. Create a structured process for stimulating new ideas, enabling creators to direct their minds and imagination in clear directions, which proves to be highly fertile with new creative opportunities. The workshop includes a practical exercise in which participants are tasked with responding to some real briefs, using and applying the Mindscapes tools. Yonathan Dominitz, founder of Mindscapes, is a trainer and a leader of creativity enhancement projects for ad agencies. Over the past three years more than 15 Cannes Lion awards have been given to campaigns created by agencies trained by Yonathan, using the creative thinking tools he taught. Yonathan has personally conducted projects in numerous companies and leading global advertising agencies (Leo Burnett, Lowe Worldwide, McCann-Erickson, BBDO, DDB, Y&R and others). YONATHAN DOMINITZ Founder Mindscapes 4

5 WEDNESDAY 19 JUNE Robots, Cookies, APIs: Creative Frameworks & Cultural Relevance Jess Greenwood works to help the agency bring in new clients as well as to provide strategic planning for projects within the brand development offering. Greenwood moved to R/GA from Contagious, a leading global authority focusing on the intersection of marketing, technology and consumer culture. After working on the 2004 launch of their award-winning magazine in London, Greenwood leveraged her strategic acumen and cofounded Insider, Contagious s independent consultancy division in Insider helps brands and agencies identify and integrate key insights and trends to strengthen their briefs and campaigns. JESS GREENWOOD Director of Business Strategy R/GA As Director of Contagious Insider, Greenwood developed and managed long-term relationships with international clients including Kraft, Nike, Google, Levi s, Xbox, BBC Worldwide and Louis Vuitton, delivering qualitative consumer research, market insight and brand strategy to senior marketers. She also conceived for Contagious a unique methodology for the implementation of this insight, working in-house with advertisers to integrate an effective and contemporary approach to digitally, culturally driven marketing. 17:00-17:45 Cables and screws are the new pixels and letters Tony Högqvist co-founded Houdini Digital Creations in 1999 and Perfect Fools in He has served as Creative Director on productions for a wide range of brands, including Adidas, Coca-Cola, Ford/ Lincoln, Nike, Saab, Samsung, Seat, Mentos and many more. Tony s work has earned a broad array of prizes at international festivals, including Cannes Lions, London International Awards, Eurobest Awards and New York award shows. He lectures regularly on digital creativity at schools such as Hyper Island and Berghs. TONY HÖGQVIST Executive Creative Director Perfect Fools 5

6 THURSDAY 20 JUNE 12: Passion trumps talent: getting your first job in advertising MATT EASTWOOD Chief Creative Officer DDB New York Described by Britain s Campaign magazine as a unicorn in the communications industry, Matt Eastwood has overseen some of the most innovative and recognisable creative projects in advertising today. His career has spanned numerous agencies, specialties and countries, including Australia, the UK and US. Having spent three years at DDB earlier in his career, Matt rejoined DDB Australia in 2006 as National Creative Director and Vice-Chairman. He then joined DDB New York in 2010 as Chief Creative Officer. During his seven-year career with DDB, the agency has been named Campaign Brief Agency of the Year, Australian Creative Hotshop, Adnews Agency of the Year, B&T Agency of the Year, Spikes Network of the Year, and Campaign magazine Network of the Year. DDB New York is currently Creativity magazine s Agency to Watch. 12:45-1:15 Whose Story is It? Everyone has a story to tell about your brand and a good brand understands that it needs to be responsive to the different ways an audience engages, hijacks, modifies and basically takes ownership at times of your brand stories. In other words, no brand has one story. As the driving force behind The (next level) Storytelling Academy (TNLSA), a production agency based in Stockholm and New York, Executive Creative Director Mary Lee Sjönell delivers storytelling strategies and production for brands of all sizes. She inspires advertisers, agencies, small business owners and individuals to develop great stories by identifying the strongest theme for their brands. The most recent to be added to the TNLSA client list is Scandinavian Airlines, who recruited Mary Lee as part of the dream team for launch of their new concept GO/PLUS globally. MARY LEE SJONELL Executive Creative Director The Next Level Storytelling Academy Another highlight of Mary Lee s career is her participation in a think-tank for IKEA to develop their 2011 global theme. Mary Lee is an international keynote speaker and workshop facilitator on the subject of Storytelling for marketing and advertising communication. She has presented at TEDx, Cannes Lions Festival, Eurobest and many other events worldwide. She was also the Founder and Executive Creative Director for Bongo Advertising Agency in Helsinki. In her spare time, Mary Lee lectures and develops storytelling curricula for Hyper Island and Berghs SOC. She is also a Board Member for Mentor USA, a charity organisation committed to raising awareness around the issues of positive youth development. 6

7 THURSDAY 20 JUNE Creatives are groomed to dream about owning their own agency. And who am I to question that, if I am on my second venture myself? Yet I have one concern about that single, collective ambition: Despite how good it may seem to be able to call the shots, you don t really get to call that many once you own the place. PJ Pereira is Chief Creative Officer and Co-founder of Pereira & O Dell with 20 years of experience in the technology and advertising industry. He has been in Creativity s annual Creativity 50 featuring those who have made a significant mark on the creative consciousness of our industry. PJ was also named in AdvertisingAge s 40 under 40 for his bold creative strategies. In 2005, at 31 years old, PJ was the youngest person ever to chair a jury at Cannes Lions. PJ PEREIRA Chief Creative Officer Pereira & O Dell A seasoned entrepreneur, PJ has held executive roles both at start up agencies such as AgênciaClick, which PJ also founded, to established international agencies such as AKQA where he was Executive Creative Director working on global accounts such as McDonald s, Nike, Coca- Cola, Visa, Red Bull, Target and Microsoft. His agency, Pereira & O Dell, is a new generation of agency that has had an integrated approach from inception. The agency lives by the mantra think like marketers and behave like entertainers. Among the client roster are Mattel, Intel, Skype, Reebok, Corona and Henkel. The company has been named Ad Age s Small Agency of the Year, based on the company s business performance, impact on clients businesses as well as industry leadership and innovation. Most recently, the agency was named to both Ad Age and Creativity s 2013 A-Lists. He has received more than 60 international awards during the last 10 years and has served as President of juries at Cannes Lions, London International and One Show Festivals. FRIDAY 21 JUNE 12:00-13:00 Mike Parker joined the agency in 2012 as Chief Digital Innovation Officer for McCann Erickson North America. He is responsible for building specialist digital capabilities into the core of McCann s offerings and additionally, with developing innovative new digital practices and relationships and helping the agency create a deep pipeline of talent and partnerships. A three-time winner of Digital Agency of the Year honors, once at Tribal DDB and twice at Goodby Silverstein & Partners, Mike joined the McCann from Tribal DDB where he had served as Co- President. MIKE PARKER Global Chief Digital Officer McCann A 12-year veteran with DDB, Mike was part of the team that launched the Tribal DDB brand in Canada and globally. More recently, he oversaw all west coast client relationships for the company and is credited with helping to reinvigorate the brand. Earlier, he was a member of the leadership team of a digital start-up, Betawave, and previously was Director of Digital Strategy for GS&P, responsible for the overall evolution and growth of that agency s digital offering. Mike got his start in the agency business with Tribal DDB in Canada where he rose to National Managing Director and opened offices in Vancouver and Toronto. 7