Truth Behind An Iconic Campaign

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Quick Overview

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Learn to build your lasting competitive business advantage!

  • Understand what elements are always present in award-winning work.

  • Build a team with winning characteristics.

  • Learn how to define success.




This session falls under The Winners’ Circle series and will be hosted by renowned creative leadership advisor, Charles Day.

What Will You Learn

  • How to build a team that has award-winning characteristics
  • How to incorporate award-winning elements into each piece of work you do
  • How to define success in the long-term

Who Should Attend

  • ‘C’ Suite Leaders
  • Founders/Presidents
  • Executive Creative Directors
  • Group Creative Directors
  • Creative Directors
  • Office/Department Heads
  • Strategy, Account, Technology and Creative Group Leaders


  • 60 minutes

Course Description

‘The Most Interesting Man in The World’ for Dos Equis is one of the ad industry’s most recognized and awarded campaigns. But it barely made into the first client meeting. Karl Lieberman, one of the campaign’s co-creators, will describe what he’s learned about the conditions needed to make great work, and how he’s fostering those principles at Wieden + Kennedy, New York. In this course, you’ll learn the tools you need to successfully create iconic campaigns and build winning teams!

About the Thought Leader


  Karl Lieberman is the ECD and creative head of Wieden+Kennedy's New York office.



  Charles Day is the founder of The Lookinglass - a Creative Leadership Practice.


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