Hamburg School of Ideas

Hamburg School of Ideas e. V.
Logo Hamburg School of Ideas e. V.
type of school	Private
founding	1998
place	Hamburg-Hammerbrook
country	Hamburg
Country	Germany
Coordinates	53 ° 32 '42 "  N , 10 ° 1' 31"  E Coordinates: 53 ° 32 '42 "  N , 10 ° 1' 31"  E
student	40 (2017)
Teachers	150 lecturers
management	Matthias Berg, Andreas Grabarz
Website	https://school-of-ideas.hamburg/

The Hamburg School of Ideas e. V. is a non-profit association that runs a private school for copywriters and concept developers in the Hamburg district of Hammerbrook . The school was founded in 1998 as Texterschmiede Hamburg eV and according to its own information it was the first school of its kind in the German-speaking area. Since October 1, 2018, it has been called the Hamburg School of Ideas . In addition to the Miami Ad School , it is one of the few institutions in Germany that offers practice-oriented training as a copywriter. The Texterschmiede's most well-known project was the image spot for the 2011 women's soccer World Cup .

In addition, the Hamburg School of Ideas also offers training formats.

education

admission

A two-stage selection process decides on admission. The first part is a classic copy test , as is also common in creative agencies. The best applicants are invited to a personal introduction, the TOP 60 Camp, which includes another creative test and two interviews.

procedure

The training lasts one year and begins in October. During this time, two half-year full-time internships are completed in one of the funding agencies of the Hamburg School of Ideas. The Hamburg School of Ideas is responsible for assigning internships. On weekdays, the students also receive evening lessons from over 150 practical instructors. Several term papers and an exam are written. A certificate is awarded upon successful completion. The lessons include the five modules text, idea and conception, strategy, social media and audiovisual media. Profession specifics such as copyright are also dealt with. Some of the lessons take place in public.

job profile

The evaluation of one's own brands is often used for company evaluations. These can be significantly increased by successfully conveying brand content. The copywriter, who can also be successful as a strategist, media planner and customer advisor, is of substantial importance in the formation of corporate values.

further education

With open seminars, extra-occupational courses, in-house offers and (individual) coaching, the continuing education courses at the Hamburg School of Ideas also make the quality of the Hamburg School of Ideas accessible to self-employed people, specialists and executives or entire departments from agencies and companies.

Speakers from the communications industry pass on their knowledge to the participants in the intensive seminars. The topics include a. Content marketing , design thinking , (digital) storytelling , copywriting , brainstorming and strategy.

organization

The board members are Matthias Berg and Andreas Grabarz. Various agencies are also represented on committees. The Texterschmiede is financed through subsidies from agencies and various industry associations as well as other companies and institutions. In addition, the training costs 425 euros per month (as of 2017).

The sponsors include companies such as About You , BBDO , DDB , FCB , Jung von Matt , Leo Burnett , Reichl and Partner , Radio Marketing Service , Scholz & Friends and Serviceplan . Texterschmiede's partners include the Art Directors Club Germany, the Federal Association of the Digital Economy , the General Association of Communication Agencies and the Hamburg Cultural Authority .

Known students

• Bora Dagtkin (* 1978), screenwriter
• Simon Urban (* 1975), writer
• Markus Sehr (* 1977), film director and screenwriter
• Michael Schäfer (* 1972), Head of the Climate Protection and Energy Policy Department at WWF Germany

Publications

• Armin Reins (Hrsg.): The murderer torch: the textbook of the text forge Hamburg . Verlag Schmidt, Mainz 2002, ISBN 3-87439-607-X

Web links

• Young and wild: What young copywriters expect from employers. In new business from May 23, 2017
• Literature from the Hamburg School of Ideas in the catalog of the German National Library
• Texterschmiede website
• What about advertising: Not for the faint of heart . In: Spiegel online , May 13, 2011, accessed January 9, 2012
• Creative: Forty Forces of Language . In: Zeit online , November 24, 2006, accessed on January 11, 2012
• The masochists from the text forge . In: Manager Magazin , March 15, 2003, accessed January 9, 2012
• Copywriter by profession: Weird birds for the advertising industry . In: Spiegel online, May 15, 2003, accessed January 9, 2012

Individual evidence

1. ↑ Texterschmiede . In: Wirtschaftswoche . tape 53 , issues 45-48. Society for Business Journalism, Düsseldorf 1999, p. 194 .
2. ↑ Claudia Mittermayer: Myth "Kreative" - ​​an empirical study on the importance of creativity in the advertising industry . Thesis. Ed .: University of Vienna . Vienna 2008, 2.3: The Advertiser's Profession - From Textual Talent to Creative Director, p. 24 ( online [PDF; 2.3 MB ]).
3. ↑ Fabian Prochazka: Texterschmiede convinces the DFB. In: W&V . October 8, 2010, accessed January 11, 2012 . 
4. ↑ Premiere for the new TV commercial for the 2011 Women's World Cup. In: DFB website . October 8, 2010, accessed January 11, 2012 . 
5. ↑ Turkish for Beginners: Bora Drachtkin. (No longer available online.) Grimme Institute , archived from the original on November 10, 2011 ; Retrieved January 9, 2012 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  
6. ↑ Fredrik von Erichsen: Sahra Wagenknecht becomes a film star. In: time online . November 24, 2011, accessed January 9, 2012 . 
7. ↑ people. First Steps , December 28, 2011, accessed January 9, 2012 .