Talk with Jedi Master: “We have to work on something that will be popular”
On the 4th of March, 2015, The Faculty of Economics (FELU) organized an event titled “Talk with Jedi Master of Creative Leadership” featuring advertising legend Michael Conrad, the president of the Berlin School of Creative Management.
The event began with a brief introduction of Michael Conrad and his many accomplishments. After 34 years of working in advertising, Conrad retired in 2003 and is now the president of the Berlin School of Creative Management, where advertising, design, entertainment, interactive media, and journalism are combined, since its inception in 2006. He is in Slovenia to participate as a jury member in the 8th annual International Advertising Cup. Conrad introduced himself as a practitioner, as he lectured about brand management and “the architecture of big idea”, which was the main theme of the event.
What is a big idea?
It was an interactive event, where the audience participated in the discussion. Michael Conrad eagerly engaged with the audience, conveying the importance of an interesting communication style. He stated, “We have to work on something that will be popular.” and asked the audience, “What is a big idea?” He then led an interactive exercise, which helped participants to break a big idea in 4 parts, ad, communication, brand, and business ideas. He used brands such as Nike and Apple to help the audience understand why these popular brands are so effective. He also explained how the smallest advertising tool, such as a slogan or 30 second ad, can become an effecting brand.
The audience was riveted as he explained the need for collaboration and marketing that these are the architecture of a big idea. He advised that, “You should only do something in the digital area when you have done your homework.” emphasizing the need to be prepared when dealing with brands.
I would work for any company, especially if they have a problem
The event then turned to a question and answer segment with the audience. One participant asked, “Which client would you most like to work with?” to which Conrad replied, “I would work for any company, especially if they have a problem, but you know I worked for so many companies in my history and if a company has a bad reputation, I say, let’s help them. Though with how Nike is dominant in the market, I would like to work for Puma, the underdog.” There were quite a few questions from the audience and the 5 most engaging participants were awarded with prizes, awarded by Michael Conrad himself. The light and entertaining environment created by Conrad, paired with great participation from the audience, ensured that this event was a complete success.
Leeanna Whirl, EFnews
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