Place branding, Talent attraction

Improving Brain City Berlin


We had the great pleasure of helping Berlin become even better at attracting talent and investment – through the Brain City Berlin campaign.

Berlin is not only a global centre for cool startups, a vibrant tech ecosystem and dance friendly underground techno music. It is also a leading science city, boasting one the largest and most diverse science ecosystems in Europe, comprising a host of R&D intensive companies, more than 40 world-class universities and a large pool of science talent.

The science intensive activities are branded and marketed under the umbrella brand and campaign Brain City Berlin, coordinated by Berlin’s investment and innovation promotion agency Berlin Partner, in cooperation with a big group of science institutions. The purpose of the campaign is to attract science activity, science talent and science intensive companies. One of the main channels of the campaign is the Brain City Berlin ambassador network of scientist and science talent in Berlin.

Strategy review of Brain City Berlin

We at Future Place Leadership had the great pleasure and honour of being selected by Berlin Partner to help lead a strategy review process of Berlin Brain City in 2018 and 2019.

We facilitated a series of workshops with key stakeholders and did a survey to both evaluate the existing campaign strategy as well as repurpose and reorient the future brand platform and campaign strategy and activities. We could conclude that the current campaign had been successful in general, but that its impact could be improved through new, creative activities, and that the involvement of the science institutions could be enhanced.

We therefore proposed – in close dialogue with the Berlin Partner team and the stakeholder institutions – new strategic concepts and activities such as repurposing the current Brain City Berlin ambassador network to a kind of  ‘Scientists of Berlin’ network and launching a social media takeover programme to showcase what it is like to work for one of the partner science institutions.

The new campaign strategy will also include a new brand message revolving around academic freedom – something that is increasingly important in a world where different freedoms are under attack from populist and extreme right-wing forces.


More information

A snapshot article on what is Talent Attraction Management

Handbook – download  Talent Beyond Capitals to learn what non-capital cities with universities can do with and for talent.

Key takeaways from Greater Copenhagen – learn from one of the leading places in innovating talent management.

Download the Talent Boost Cookbook Finland to explore examples from Finnish cities.

Check out the book “Innovation Talent Attraction: A practitioner’s guide for Cities, Regions and Countries”.

Training session – join international talent managers and learn from the best with the best at our annual Talent Attraction Management for Cities and Regions.

Women in tech – what are the innovative examples that help to get more #WomeInTech?  Download the white paper.

News on the talent work we’ve done

Get in touch with our

Marcus Andersson

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