academy dean academy dean

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
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.
Deputy Director
Creative & Content
Bill & Melinda Gates
Foundation
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
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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 2003. 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.
SPEAKER
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.
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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.
SPEAKER
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.
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TUESDAY 18 JUNE
15.45 - 17.45
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).
SPEAKER
YONATHAN
DOMINITZ
Founder
Mindscapes
4
WEDNESDAY 19 JUNE
11.15 - 11.45
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 2009. Insider helps brands and
agencies identify and integrate key insights and trends to strengthen their briefs and campaigns.
SPEAKER
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 2002. 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.
SPEAKER
TONY HÖGQVIST
Executive
Creative Director
Perfect Fools
5
THURSDAY 20 JUNE
12:00-12.30
Passion trumps talent: getting your first job in advertising
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”.
SPEAKER
MATT EASTWOOD
Chief Creative Officer
DDB New York
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.
Another highlight of Mary Lee’s career is her participation in a think-tank for IKEA to develop their
2011 global theme.
SPEAKER
MARY LEE SJONELL
Executive
Creative Director
The Next Level
Storytelling Academy
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.
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THURSDAY 20 JUNE
13.45 - 14.30
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.
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, CocaCola, Visa, Red Bull, Target and Microsoft.
SPEAKER
PJ PEREIRA
Chief Creative Officer
Pereira & O’Dell
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 CoPresident.
SPEAKER
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.
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