Monocle

Class Acts

More teaching pioneers whose ideas get top marks for them – and their students.

Erschienen:

  • September 2011
edu_cover.jpg

Creative thinking

Tutor: Michael Conrad


Co-founder the Berlin School of Creative Leadership


Michael Conrad is one of the few German ad-men to have achieved success on the international stage. In the 1980s he was chief creative officer of Leo Burnett in NewYork, working – among others – for Marlboro and Procter & Gamble. “As a German in a global enterprise I developed several tools and ideas that motivated success,” says Conrad, “but it took time. Now I know that this time can be shortened.”

Today Conrad, 67, is a kind of elder statesman of the German creative community and in 2006 he co-founded the Berlin School of Creative Leadership, an ambitious MBA programme for advertising and media managers.The school is renowned for its global attitude and high-profile lecturers. “Those appointed for a leadership role in creative businesses usually have a proven record doing great design work,” says Conrad. “But leading a company is a different job description. Often creatives fail.”

To avoid this outcome, Conrad’s school offers a part-time MBA-programme with lessons taking place in Berlin, NewYork, Shanghai and Tokyo. By bringing his students together with creative executives and international leadership experts, Conrad is helping reshape Germany’s creative industries and make them international innovators.