Design is more than the enrichment of the commodity world with constantly new covers and products; it is the socially responsible and sustainable design of cultural worlds that are constantly renewed. To analyse the given, to question the existing, to open up new possibilities and to develop creative forecasts – this is what designers do nowadays. In this context, Creative Direction also stands for the skills that make up leadership qualities, for decisive and continuous innovation potential – or in short: for Creative Leadership. As a designer and manager in one, a creative manager combines creative skills with critical ability and analytical observation skills. In addition to creative competence, you also need leadership skills and comprehensive methodological knowledge.

Prof. Thomas Gerlach: "MACD graduates are creative experts in innovation, art direction, design thinking and innovative empathic market development. The focus is on developing their creative competence and leadership personality. Psychology, behavioural research, philosophy, ethics and other cognitive sciences form the basis for this. The MACD teams are international, come from all areas of design and make diverse learning experiences with specific tasks from business/society and interdisciplinary issues."