The right place for creative ideas.

The initial spark of SPARKS is ignited - the idea to create a university specifically for the communications industry - at the ADC Festival in Hamburg.

Germany’s most renowned creatives gather at Schuppen 52 in the Port of Hamburg to celebrate the best work of the past year for the Art Directors Club (ADC). And, of course, to discuss industry topics over a beer.

This year, one topic stood out: the education of the next generation — in light of dramatic changes in the world and in the creative craft of the industry.

Prof. Richard Jung (ADC Board Member for Research & Teaching) and communications scientist Dr. Kai Fehse quickly agreed: the idea could only work as a serious, state-recognised university — but one that still had to be as cool as a creative agency.