Day 3 – 15 April

Our Friday and final day started with a bang as we headed out to Soho House for the remaining hours of the 2016 Spring Summit in Berlin.

We greeted our morning over breakfast with the MullenLowe Group presentation. True to form, it was clear, concise and informative. Naomi was her genuinely fabulous self as was the rest of the team. They structured the session around direct feedback from the consultants given following the last Summit as a way of showcasing their work in response to areas needing improvement or deeper understanding. Brilliant form and format. Well done!


From there we went downstairs to the Red Room in the lower level of the Soho House to meet Chris Hercik who leads all content for Time, Inc,’s The Foundry as well as the Sports Illustrated brand portfolio. Chris had just flown in to meet with our illustrious group of consultants and did a fabulous job bringing the evolution and offering of Time, Inc. to life, especially in light of massive technical difficulties we encountered resulting in moving from one room next door to the theatre.

Time inc

Being a great sport he illustrated (no pun intended) without the benefit of visual queues the entire proposition of Time, Inc.. He was lighthearted and full of humour and the close was made that much sweeter when all systems were a “go” and we had the pleasure of seeing visually on the screen what he had just explained so beautifully. The audience was interested and engaged all the way through.


Now that we were settled in and technically set, we assumed that the next presentation with Grey Germany would start without disruption. And we were almost correct as the CMO Chris Pietsch connected his deck to the big screen. After a few more “glitches” we moved smoothly into a straightforward presentation about the German market and Grey Germany’s place within it. As Chris has spent his entire, if not young, career at Grey rising to his current role, he holds a perspective of time and relevance. He did a lovely job and we were left with a strong sense of the agency and its work in this region.

Select worl

Our final presentation of the week was with an agency we visited in New York, Select World, who had a lot more to add to their story when presenting their German team from Hamburg (comprised of a Brit and someone from the US, as well). This agency who built their business around the luxury brand landscape very clearly demonstrated how prestige was just the beginning of the story and why luxury is a great foundation for creating rigorous communications platforms across verticals. The spirit and energy was strong and engaging, in no small part due to the leadership team. We concluded with a sumptuous lunch and then into our “closing ceremony”.


At the end of each Summit, we gather in a room where the attending consultants are given an opportunity to talk about their experience of the last days, give their topline feedback and observations (a teaser of what is to come from their deeper Feedback Questionnaire), and react to AdForum’s thoughts and questions on the next two summits to come. Here we reviewed October’s schedule, received suggestions, and got a sense of who would be attending. We also held a vote on the location for next year’s AdForum Global Summit in April. It is now safe to report …


See in you in New York and Los Angeles this October and Amsterdam in April of 2017!

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