DailyNews OFFICIAL MAGAZINE OF THE 19TH GOLDEN DRUM
INTERNATIONAL ADVERTISING FESTIVAL
1234
1 / Tuesday/ 2 October 2012
#
Tuesday/ 2 October 2012
1
T U P O R B I A N G P N O I L H A T ND Y R E EV This is how many people have subscribed the daily and weekly newsletters from PRoto.pl. Our readers are mostly connected with the PR/media industry, they work in Polish PR agencies, PR departments of prominent companies or they are linked with the academic environment, as speakers or students.
> 18 000
This is how many of our readers visit our website on a daily basis.
91%
> 2 700
What can you find on our website? Users of www.PRoto.pl can get PR news from Poland and all over the world, comments on PR activities by the most notable people from the industry, case studies and media reviews. The website is managed by the Institute of Media Monitoring
This is how many specialists from the Polish PR business are featured in our “Who is who”database.
PROTO.PL, NOT ONLY A WEBSITE We organize:
Dialog PR (PR Dialogue) – once every few months, we organize discussion panels with those PR specialist who are committed to the industry the most. Thanks to those meetings they can establish what trends in PR are significant and characteristic of the Polish market.
PRotony (PRotons) – every year, we organize a competition for the best PR specialist in five categories, e.g. the best spokesperson, the best PR specialist in an agency or the best PR academic. The sixth edition of the awards scheme was organized on the on 21 May 2012.
PRoto.pl, Al. Jerozolimskie 53, 00-697 Warszawa, tel./fax: +48 22 378 37 84, redakcja@proto.pl, www.proto.pl
1 / Tuesday/ 2 October 2012
#
3
Dear Golden Drummers! The Golden Drum Festival is once again setting the pace of creative competition! We hope the creation of ideas has been and still is as fun and challenging as it is rewarding. And one way to get recognition is to enter the festival’s competition and run for top awards. And what’s new this year? Firstly, we have added new groups for Mobile in each of the sections, Single Channel and Multi Channel section, thus bringing the number of Golden Drum Grand Prix awards to 16. Furthermore, to recognize and award independent agencies, we are introducing new award for the best independent agency of the year, called “Tartini Award”. It is named after Giuseppe Tartini, famous composer and violinist, born in Piran, Slovenia. More groups and more awards represent very good reasons to enter this year’s competition. »New Europe, New Thinking« continues to guide us toward the creative, business and social thinking but also brings the World of creativity to New Europe. The Festival is also about coming together to meet your colleagues and make new friends, and forms a platform to get inspired, motivated and to learn. This year’s festival program will take »New Europe, New Thinking« onward to talk about new agenda, new opportunities, new networking and co-working and what it means, does and brings to the creativity, to businesses and brands and to consumers. Allow me to invite, once again, the best, the greatest and the most creative minds of the industry to feel the beat of the Golden Drum, enter their top creative works and find out who this year’s winners will be... There is no sleep for the best of the best, because the drumming is getting louder and louder... The future of advertising is now! In the spirit of “genius loci”, the spirit of the place, Golden Drum will seek advertisements that creatively reflect the cultural environment in which they were created. Whether your entries come from the biggest agency networks or boutique in-
dependent agencies, your creativity has equal opportunity to shine on Golden Drum’s main stage this year. No doubt, Golden Drum is the place where creativity really counts! Don’t hesitate and enter your works to compete for the most desired prizes this side of Europe. Barbara Krajnc Executive Director of the Golden Drum Festival
4
1 / Tuesday/ 2 October 2012
#
Tuesday, 02.10.2012 EUROPA HALL 10.00 Golden Drum Competition: Screening of Entries 13.30 Golden Watch Competition: Live presentations of finalists in competition group Q – Integrated communication campaigns competing for Golden Watch Award 16.30 Golden Drum 2012 Opening Speech: InGenius Loci - How can we capitalize on our local heritage in order to compete in a globalized world Adrian Botan, VP Creative Excellence for McCann Erickson CEE, Creative Partner, Bucharest office, Romania 17.30 The Great Ads Seminar Jean-Paul Lefebvre, Executive and Creative Director at Abracadabra, Belgium Marco Cremona, Executive Creative Director, Y&R Moscow, Russia
Luis Tauffer, Creative Director – BBDO Moscow, Russia Marco Antonio do Nascimento, Head of Art at Young & Rubicam, Prague, Czech Republic
EMERALD HALL 14.00 Festival of Festivals: Ad Fest 2012 – Screening of Winners 15.30 Radio Lab: Breaking news: Radio is back on the red carpet (with diamonds)! mag. Lenja Faraguna Papp, International consultant/ speaker/coach for radio stations, advertising agencies and advertisers on creating/ writing effective ROI radio advertising campaigns, RAB Slovenia - Radio Advertising Bureau Slovenia 16.30 Golden Drum Competition: Screening of Entries
y? t r a P o t E Where LO U N G OME
ELC MMERS 21:30 W N DRU
GOLDE R GETHE GET TO , Terrace oor) Aurora round fl G ( in d nar GH Ber
1 / Tuesday/ 2 October 2012
#
5
Don’t miss on Tuesday EMERALD HALL, 3:30 PM
EUROPA HALL, 4:30 PM
EUROPA HALL, 5:30 PM
Radio Lab: Breaking news: Radio is back on the red carpet (with diamonds)!
Opening speech: InGenius Loci - How can we capitalize on our local heritage in order to compete in a globalized world
The Great Ads Seminar
Lenja Faraguna Papp, International consultant/speaker/coach, Radio Advertising Bureau Slovenia Lenja Faraguna Papp will challenge you, provoke you, make you angry, inspire you and give you 7 tools and techniques to write radio ads that touch listener’s hearts and bring the desired results. Beware: you will not just sit and relax at the workshop. Your hand will hurt from writing. You will leave with a new perspective and you will never listen to radio the same again. This talk & workshop could change your creative afternoon. Day. Or life. You will understand (even more) and deeply feel why Radio is beautiful. And a damn effective advertising medium too!
Adrian Botan, VP Creative Excellence for McCann Erickson CEE, Creative Partner of Bucharest office, Romania In Roman times Genius Loci was the guardian spirit of the place. In our days the meaning has evolved to signify the cultural footprint of one place. Golden Drum has adopted it as its mantra. It’s time we reinvent this concept and ask ourselves: “Can we outsmart our Genius Loci? Is our Genius Loci holding us back or helping in the quest for increased geographical relevance?”
Jean-Paul Lefebvre, Executive and Creative Director at Abracadabra, Belgium, Marco Cremona, Executive Creative Director, Y&R Moscow, Russia, Luis Tauffer, Creative Director – BBDO Moscow, Russia, Marco Antonio do Nascimento, Head of Art at Young & Rubicam, Prague, Czech Republic Now, it is time to let some of the great professionals from the ad industry tell us the REAL stories behind their best campaigns. Our guests will take us backstage to talk about their greatest ideas. Where did they get the inspiration to create them? How was the idea born? Are there, perhaps, any little anecdotes, curious facts, or funny stories they would like to share with us? The seminar will be moderated by Luis Tauffer, CD of BBDO Moscow, and the man behind Lürzer’s Archive’s most recent campaign. At the end of the seminar, Tauffer will present “The Great Ads Tool,” an app for iPhone and iPad created in partnership with Mind Treat Studios, which will enable delegates to be co-creators of Archive’s new campaign.
Golden Watch Competition Live presentations of finalists in competition group Q – Integrated communication campaigns competing for Golden Watch Award Europa Hall, 1:30 PM
6
1 / Tuesday/ 2 October 2012
#
Wednesday, 03.10.2012 EUROPA HALL 09.30 New Agenda Session: Left to our own devices Be a bee! Simona Dan, Founder The 88 Keys, Bucharest, Romania Fluid Networks. The Next Agency Model Trevania Dudley Henderson, Principal and Founder, The Marketing Department, Boston, USA Bullshit is trending down. Craig Markus, Founder, Rage, Grace & Partners, USA Closing discussion moderated by Uroš Goričan, Creative Strategist, Saatchi & Saatchi, Slovenia 11.30 Creating Engaging Experiences for Zombies Sašo Dimitrievski, Partner, Pristop and Co-founder, Renderspace, Slovenia 12.00 Creative Academy by DDB: Selling the Dream or Altering Reality? Leo Rayman, International Strategy Partner, adam&eve DDB, United Kingdom
14.00 Creative Academy by Y&R: The dog ate our presentation Marco Cremona, Executive Creative Director, Y&R Moscow, Russia Dušan Drakalski, Regional Creative Director, New Moment Y&R, Macedonia Jaime Mandelbaum, Chief Creative Officer, Y&R Prague, Czech Republic 15.00 Four Weddings and a Funeral Jacob Åström, Founder, Creative Director, Art Director, Dear Future, Sweden Désirée Maurd, Creative Director PR, Dear Future, Sweden 16.00 Creative Academy by Wieden+Kennedy Amsterdam: The Pursuit Of Effectiveness In A Digital World Martin Weigel, Head of Planning, Wieden+Kennedy Amsterdam, Netherlands 17.00 Selling the USSR Polina Maguire, Creative Group Head, Saatchi & Saatchi, Russia
rty? a P o t Where Drum olden k & 21:30 G Trac
and Opening Fields Party b, Clu Paprika a ž/Lucij Portoro
EMERALD HALL 11.00 Education Lab: Better Briefs and Better Briefing Micky Denehy, Founding Principal, EACA International School of Advertising and Communications 12.00 EACA - European Advertising Certificate (EAC) Micky Denehy, Founding Principal, EACA International School of Advertising and Communications 12.15 Festival of Festivals: FIAP 2012 – Screening of Winners 15.00 Media Research Lab: Let’s save our industry! - How to improve advertising credibility Ante Šalinović, Media Research Director, Ipsos Adria, Croatia 16.30 Golden Drum Competition: Screening of Single Channel Finalists
MEDITERANEA HALL 14.00 Golden Drum Competition: Screening of Entries
1 / Tuesday/ 2 October 2012
#
7
Don’t miss on Wednesday Europa Hall, 9:30 AM New Agenda Session: Left to our own devices Yes, we all know the times are changing and the industry is transforming. We got that by now. But the real question is “What is the answer?” What are the new ways and new models for surviving in this business? It looks like there is no one single answer so far but as Darwin would put it – only the fastest adapters will survive.
Moment Y & R, Macedonia and Jamie Mandelbaum, Chief Creative Officer, Y & R Prague, Czech republic.
Trevania Dudley Henderson, Simona Dan and Craig Markus – all alumni from Berlin School of Creative Leadership, are living the change.
Humans are very imaginative when it comes to excuses. Creatives are no exception. There’s always a good excuse to justify the failure of a project. We will single out the most common excuses in the advertising world and we will demonstrate how those excuses can be exorcised and used as an actual motivation to create breakthrough ideas.
EUROPA HALL, 12:00 PM
EUROPA HALL, 3:00 PM
Creative Academy by DDB: Selling the Dream or Altering Reality?
Four Weddings and a Funeral Jacob Åström, Founder, Creative Director, Art Director, Dear Future, Sweden & Désirée Maurd, Creative Director PR, Dear Future, Sweden
Leo Rayman, International strategy partner, adam&eve DDB, United Kingdom Developing breakthrough ideas in the age of the hackable consumer.
EUROPA HALL, 2:00 PM Creative academy by Y & R: The dog ate our presentation Marco Cremona, Executive Creative Director, Y & R Moscow, Russia, Dušan Drakalski, Regional Creative Director, New
Creativity within digital marketing is flourishing. Everything is possible. A new app is released every other minute and the border between digital and reality is forever blurred, if not
broken altogether. We’re constantly moving on to the next big thing. As a result, people are drenched in tech & marketing innovation. So let’s take the time to remember how Internet used to work. How the world used to work before Internet. And then, see what digital creativity could look like if we combine our dear future with the ever-present past.
EUROPA HALL, 5:00 PM Selling the USSR
Polina Maguire, Creative Group Head at Saatchi&Saatchi, Russia Creative agency Saatchi & Saatchi Russia examines phenomena of soviet advertising in the TV ads shot in Leningrad film studios in 70’s and 80’s.
8
1 / Tuesday/ 2 October 2012
#
Thursday, 04.10.2012 EUROPA HALL 09.30 New Agenda Session 2nd Screen: Living in a multiscreen world Christophe Stoll, Co-founder, precious, Germany 10.15 Creative Academy by Independent Agencies You want? You can! Andrey Gubaydullin, Creative Director, Owner, Voskhod Creative Agency, Russia Free, free, set them free. The incredible adventures of an art director and a writer. Lajos Horváth, Founder, Creative Director, Cluso, Hungary Simplicity is complicated Jean-Paul Lefebvre, Executive and Creative Director, Abracadabra, Belgium It’s great to have clients who work with you because they want to, not because they have to. Juraj Vaculik, Owner, Founder, CEO, MADE BY VACULIK, Slovakia
Ilkay Gürpinar, Executive Creative Director, Vice President, TBWA\Istanbul, Turkey
Mihály Varga, Head of International Relations, CarnationGroup, Hungary
Toygun Yilmazer, Executive Vice President, Planning, TBWA\ Istanbul, Turkey
Dmitry Voskresensky, Digital Strategic Planner, Grey Moscow, Russia
12.15 Creative Academy by Leo Burnett: Talk the walk
Jon Williams, Executive Creative Director, Chief Digital Officer, Grey EMEA
Tomasz Hilt, CEO, Leo Burnett Group, Poland Adam Nowakowski, Head of Strategy, Leo Burnett, Poland 14.00 Creative Academy by Ogilvy: Innovation is nothing new Will Rust, Executive Creative Director, Ogilvy & Mather, Czech Republic 14.45 Creative Academy by Grey: What if Kodak had invented Hipstamatic? Panel discussion moderated by Emily Hare, Managing Editor, Contagious Magazine
11.15 Creative Academy by TBWA: Create.
Guests: Alemsah Ozturk, Founder, Chief Happiness Officer, 41? 29!, Istanbul, Turkey,
Ulrich Proeschel, Vice President Business Development, TBWA\ Europe
Lars Samuelsen, Strategic Director, Head of Digital, Uncle Grey, Copenhagen, Denmark
Where to Party? 22:30 National
Parties Evening Slovenian Night
Paprika Club upa Hosted by Atlantic Gr
20.30 Golden Drum Single Channel Awards Ceremony
EMERALD HALL 11.00 Digital PR Lab: The One that Got Away Jacob Åström, Founder, Creative Director, Art Director, Dear Future, Sweden Désirée Maurd, Creative Director PR, Dear Future, Sweden 12.00 Festival of Festivals: ADCE 2012 – Screening of Winners 16.15 Meet the President and Members of Single Channel Jury Q & A session moderated by Janez Rakušček, Executive Creative Director, Luna\TBWA, Slovenia
MEDITERANEA HALL 10.00 Golden Drum Competition: Screening of Single Channel Finalists 14.00 Golden Drum Competition: Screening of Multi Channel Finalists
1 / Tuesday/ 2 October 2012
#
9
Don’t miss on Thursday Europa Hall, 9:30 AM
EUROPA HALL, 12:15 PM
EUROPA HALL, 2:45 PM
New Agenda Session 2nd screen: Living in a multiscreen world
Creative Academy by Leo Burnett: Talk the walk
Creative academy by Grey: What if Kodak had invented Hipstamatic?
Christophe Stoll, Co-founder, precious, Germany Precious design studio in Hamburg defined ‘multiscreen patterns’, illustrated with tangible examples, to help understand and define strategies for the multiscreen world.
Europa Hall, 11:15 AM Creative Academy by TBWA: Create.
Tomasz Hilt, CEO, Leo Burnet Group, Poland & Adam Nowakowski, Head of Strategy, Leo Burnett, Poland Eastern Europe was taught advertising at a time when outrageous claims were legitimate. Meanwhile, new media have made the world transparent, forcing advertisers to embrace an ancient school of advertising thought. It’s a revolutionairy concept that requires brands to talk about things they actually DO.
EUROPA HALL, 2:00 PM Creative Academy by Ogilvy: Innovation is nothing new
Toygun Yilmazer, Executive Vice President, Planning, TBWA\ Istanbul, Turkey, İlkay Gürpınar, Executıve Creatıve Cırector, Vıce Presıdent TBWA\ISTANBUL, Turkey, Ulrich Proeschel, VicePresident Business Development, TBWA \ Europe We are living in the most interesting time of our industry. The creative industry. Creative ideas can fuel a brand’s success quicker and more effective than ever. Doing stuff is more important than talking about it. Technology and the shift in the way people use media today has created amazing opportunities for our industry.
Will Rust, Executive Creative Director, Ogilvy & Mather Czech Republic How new media is helping us become our old selves.
Ivan Hernandez, digital Strategy and Development Officer, Grey, Poland, Alemsah Ozturk, Founder & Chief Happiness Officer, 41? 29!, Istanbul, Turkey and Golden Drum juror, Lars Samuelsen, Strategic Director & Head of Digital at UncleGrey, Copenhagen, Denmark, Dmitry Voskresensky, Digital Strategic Planner, GREY Moscow, Russia and Jon Williams, Executive Creative Director & Chief Digital Officer, Grey EMEA It happened to Kodak, to Blockbuster and to the music industry. Now adland faces its iTunes moment. Brilliant minds from across the Grey EMEA network discuss the need to reinvent the ad network and how an Eastern approach to business might help save the day.
10
1 / Tuesday/ 2 October 2012
#
Friday, 05.10.2012 EUROPA HALL 09.30 New Agenda Session Gamification: The Evolution of the Branded Game Jeff Coghlan, Founder, Managing Director, Matmi New Media Design Ltd, United Kingdom 10.15 The CUP - Global Festival embracing Local Culture Adrian Botan, VP Creative Excellence for McCann Erickson CEE, Creative Partner of Bucharest office, Romania Jure Apih, Honorary President of Golden Drum, Founding member and CEO of ICAC – Intercontinental Advertising Cup, Slovenia Milka Pogliani, Creative Consultant and Advisor, Ami Hasan, Chairman, Hasan&Partners Ocakoglu Gunseli, Editor in Chief of Marketing, Turkey
11.00 Creative Academy by McCann Group: Startup advertising Nir Refuah, VP Creative, McCann Digital, Israel
EMERALD HALL
Matias Palm Jensen, Chief Creative Innovation Officer for Europe, McCann Worldgroup
10.00 Creative Lab: When Advertising make the difference
Gal Brill, CEO, Founder, UppSite
12.00 Festival of Festivals: ICAC the Cup 2011 – Screening of Winners
Uri Weinheber, CEO, Partner, thetime 12.30 Creative Academy by OMD and PHD: Beyond the horizon. The future of media.
15.30 Festival of Festivals: Epica Awards Andrew Rawlins, Founder of the Epica Awards
Rupert Slade, Regional Head, Phd CEE, United Kingdom
16.00 Meet the President and Members of Multi Channel Jury
13.30 The Gunn Report
Q & A session moderated by Janez Rakušček, Executive Creative Director, Luna\TBWA, Slovenia
Emma Wilkie, Managing Director, The Gunn Report Ltd, United Kingdom 14.30 Boss Drum Award
MEDITERANEA HALL
Showcase presentations
10.00 Golden Drum Competition: Screening of Multi Channel Finalists
y? t r a P o t Where Drum – 23:00
20.30 Golden Drum Multi Channel Awards and Festival Closing Gala Ceremony
olden– Multi G Single arty Kulti P & GRAND
BAR PIANO E, ERRAC T N E D or) GAR (11th Flo in d r a n GH Ber
16.00 Festival of Festivals: Epica Awards – Screening of Winners
1 / Tuesday/ 2 October 2012
#
11
Don’t miss on Friday EUROPA HALL, 9:30 AM
Europa Hall, 10:15 AM
New Agenda Session Gamification: The Evolution of the Branded Game
Festival of Festivals The CUP - Global Festival embracing Local Culture
Jeff Coghlan, Founder and MD of Matmi New Media Design Ltd., UK The talk will take the audience on a journey through the evolution of branded games from the perspective of Matmi and our decade of development experience. The session will begin by discussing Matmi’s first entry into the advergaming space with ‘Monster Poolside Sumo’. It will continue with what was learnt from that experience and move onto highlighting the advantages of a branded game over traditional advertising. The final part of the presentation will be Matmi’s predictions for the future; touching on the subject of ‘Gamification’ and its effective melding with branded games, the possibilities available with the arrival of IPTV and how the continuing increase in device convergence might affect the branded games industry.
Adrian Botan, VP Creative Excellence for McCann Erickson CEE, Creative Partner of Bucharest office, Romania, Jure Apih, Honorary President of Golden Drum, Founding member and CEO of ICAC – Intercontinental Advertising Cup, Slovenia, Milka Pogliani, Creative Consultant and Advisor, Ami Hasan, Chairman, Hasan&Partners, Ocakoglu Gunseli, Editor in Chief of Marketing, Turkey The mission of THE CUP is the affirmation of locally inspired creativity. Its purpose is not competition with any other advertising show, but a very new international concept that makes it possible for local creativity to be judged on a global scale by its local merit.
In the panel discussion they will explore how our industry can be inspired and stimulated by the (tech, but not only) startup industry, all that in the context of technologic disruption of the media landscape we are facing today.
EUROPA HALL, 12:30 PM Creative Academy by OMD and PHD: Beyond the horizon. The future of media.
Rupert Slade, Regional head, Phd Central and Eastern Europe A view of what the communication industry might look like in 2016.
Emerald HALL, 4:00 PM Meet the President and members of Multi Channel Jury
EUROPA HALL, 11:00 AM Creative Academy by McCann Group: Startup advertising
Nir Refuah, VP Creative, McCann Digital, Israel, Matias Palm Jensen, Chief Creative Innovation Officer for Europe, McCann Worldgroup, Gal Brill, CEO, Founder, UppSite, Uri Weinheber, CEO, Partner, thetime
Q & A session moderated by Janez Rakušček, Executive Creative Director, Luna\TBWA, Slovenia
12
1 / Tuesday/ 2 October 2012
#
Golden Drum Juries
Single Channel Jury President of the Single Channel Jury Pawel Heinze, Executive Creative Director, Leo Burnett Warsaw, Poland
The works entered in the 19th Golden Drum Competition will be evaluated by two juries, assembled especially for Single Channel and Multi Channel. Each Jury consists of 11 top experts from communication and creative industry who will be judging this year’s entries in 16 competition groups. Members of both juries are renowned professionals in charge of creative and innovative departments of large international networks. Single Channel Jury is led by Pawel Heinze, Executive Creative Director, Leo Burnett Warsaw, Poland and Multi Channel Jury is led by Michael Kutschinski, Chief Creative Officer, Ogilvy&Mather OgilvyOne Germany. Posters, entered in the Piran Porotorž Poster Award (PPAA) competition will be evaluated by a three member Jury, led by Jure Apih, Honorary President of Golden Drum, Founding member and CEO of ICAC – Intercontinental Advertising Cup, Slovenia. Aljoša Bagola, Executive Creative Director, Pristop, Slovenia
Martin Dimitrov, Creative Director and Partner, reforma, Bulgaria
1 / Tuesday/ 2 October 2012
#
13
Lajos Horvรกth, Founder, Creative Director, Cluso, Hungary
Rรณbert Slovรกk, Founder and General Director Respect APP, President ADC Slovakia
Alistair Thompson, Creative Director, DM&B Austria
Folker Wrage, Chief Creative Officer, McCann Turkey
Jean-Paul Lefebvre, Executive and Creative Director at Abracadabra, Belgium
Tereza Sverakova, Creative Director, Leages Delaney, Czech Republic
Juan Pablo Valencia, Creative Director, TBWA\Central Asia & Caucasus, Kazakhstan
Shahir Zag, Chief Creative Officer, Y&R MENA, UAE
14
1 / Tuesday/ 2 October 2012
#
Multi Channel Jury
President of Multi Channel Jury Michael Kutschinski, Chief Creative Officer, Ogilvy& Mather - OgilvyOne Germany
Aleksandra Kolarić, Communication Consultant, Quadrans, Croatia
Katja Petrin Dornik, Creative Director, LUNA TBWA, Slovenia
Mihai Gongu, Creative Director, Graffiti BBDO, Romania
Dan O’Donoghue, Worldwide Strategic Planning Director, Publicis, UK
Anja Radulović, Creative Director, Leo Burnett Belgrade, Serbia
Alemsah Ozturk, Chief Happiness Officer & Founder, 41? 29!, Turkey
Nir Refuah, VP Creative, McCann Digital, Israel
1 / Tuesday/ 2 October 2012
#
15
Piran Portorož Poster Award Jury
Eric Schoeffler, Chief Creative Officer, DDB Tribal, Germany
President of the Piran Portorož Poster Award Jury Jure Apih, Honorary President of Golden Drum, Founding member and CEO of ICAC – Intercontinental Advertising Cup, Slovenia
Grigory Sorokin, Chief Creative Innovation Officer, Leo Burnett Eastern Europe, Russia
Milka Pogliani, Creative Consultant and Advisor
Jacek Szulecki, Creative Director, Euro RSCG Warsaw, Poland
Juraj Vaculík, Owner, Founder, CEO at MADE BY VACULIK, Slovakia
16
1 / Tuesday/ 2 October 2012
#
Golden Drum Competition The 19th Golden Drum Competition and Awards are open to all agencies, advertisers, clients, design or production houses, TV broadcasting or media companies and others involved in the creation or production of marketing communications, registered in the following countries from New Europe: Albania, Armenia, Austria, Azerbaijan, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Cyprus, Estonia, Finland, Georgia, Greece, Hungary, Israel, Kazakhstan, Kosovo, Kyrgyzstan, Latvia, Lebanon, Lithuania, Macedonia, Malta, Moldova, Montenegro, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Tajikistan, Turkey, Turkmenistan, Ukraine and Uzbekistan. 19th Golden Drum Competition is divided in two sections named Single Channel, for entries that excel in the most creative and efficient use of a single communication channel and Multi Channel, for entries that promote creative use and integration of more than one communication channel. Both sections will be judged by two International Juries, featuring top industry professionals.
Single Channel A. Film (television, cinema & online) B. Press C. Outdoor D. Radio E. Direct communication F. Design of Brand & Corporate Identity G. Digital H. Mobile N. New or innovative
Multi Channel Q. Integrated communication campaigns R. Direct campaigns S. Digital campaigns T. Mobile campaigns U. Events V. Public relations W. Innovative campaigns
1 / Tuesday/ 2 October 2012
#
17
Awards
Entering the 19th Golden Drum Competition you have a chance to win one of following awards: Grand Prix award for the best Film, Press, Outdoor, Radio, Direct communication, Design of Brand & Corporate Identity, Digital, Mobile, New or innovative, Integrated communication campaigns, Direct campaigns, Digital campaigns, Mobile campaigns, Events, Public relations and Innovative campaigns. Golden Drum award for the winning entry in a category.
• Best Illustration for author of best illustration • Best Photography for author of best photography • Best Cinematography for director of photography of the best film clip Virtuoso Awards do not receive points.
Golden Watch Award
Golden Rose award for the entrant (advertising agency) that collects the most points.
Finalists in group Q will present their works personally as part of the Festival Program. A special jury shall judge all works presented live and shall present the Golden Watch Award to the best work. This award also does not result in the awarding of any points.
New this year! - Tartini Award for the most successful independent advertising agency that collects the most points.
Points
Silver Drum award for the second best entry in a category.
Golden Net award for the most successful advertising network on the basis of the points of all entrants that comprise the network in question. Brand Grand Prix award for the advertised brand that collects the most points.
SPECIAL AWARDS Virtuoso Awards Single Channel jury shall nominate a maximum of three entries from those included on the shortlist in the Single Channel Section to receive the following special Virtuoso Awards:
Entrants receive points for each short-listed or awarded entry according to the following key:
Grand Prix
15 points
Golden Drum
9 points
Silver Drum
5 points
Finalist
1 point
Grand Prix in group Q
18 points
Golden Drum in group Q
11 points
Silver Drum in group Q
6 points
Finalist in group Q
2 points
18
1 / Tuesday/ 2 October 2012
#
Have the courage and curiosity to experiment Martin Weigel began his career as a qualitative researcher, before joining Lowe Howard-Spin London, JWT New York, followed by three years in Brazil at JWT São Paulo. Thereafter, he returned to London and worked for JWT and Leo Burnett. Since 2009, he is the Head of Planning at Wieden+Kennedy Amsterdam.
You joined Wieden+Kennedy Amsterdam in 2009 as Head of Planning. How does it feel when W+K welcomes you as a part of the agency? At first it was utterly terrifying. You realize very quickly that you’re surrounded by some of the most fearsomely smart and insanely creative people you’ve ever come across. You realize that you’re sitting across the person who created that famous piece of work. Or you’re working with the person who authored that amazing campaign that inspired you to seek a career in advertising all those years ago. Or you see what they’re currently working on and it blows your mind. It’s daunting at first. You learn humility very quickly at Wieden+Kennedy. But then you slowly begin to relax, as you discover that these are some of the nicest, loveliest human beings you’ve ever encountered, all on one team, all united in one simple cause. The work. And they want you to help. Then your fun truly begins!
Which clients did you work for since you accepted the position at W+K? Do you have a favourite client – if so, which one and why?
As Head of Planning, I have a strategic oversight across all of our clients and their assignments. So while we have an incredibly talented team of planners in Amsterdam (with about 70 years of accumulated experiences), I’m involved in everything to varying degrees. This is half of the fun in this role. Every client offers different challenges and different opportunities. And because we are careful, which clients we choose to work with, we have no favourites.
If you could work for any company or brand in the world, who would that be and why? I would work at Wieden+Kennedy. And for that, I feel ridiculously lucky.
Creative effectiveness should in your opinion be the essential part of the strategy - it should not be a goal but an input before the brief. What would you suggest to the clients? How can they create effective and creative strategy for their campaigns? Clients absolutely have a role to play. Well-defined objectives, clarity on the behavioural
change sought, real insight into the triggers and barriers in achieving this, informed assessment of the competitive context – all of these things and more can help ensure that both creative strategy and creative work are fit for purpose. And to that I’d add investing at the right levels in the long term. Nothing undermines creativity (however great it might be) like the unwillingness or inability to spend properly behind it. But all of that will be pointless if clients don’t have ambition, if they don’t believe in the creativity as a fundamental driver of effectiveness, and if they don’t believe their agencies can deliver it. I think it comes down to three things: rigour, commitment and belief.
Should clients pay their agencies based on their effectiveness? I’m not against accountability. After all, the point of our efforts is to have an effect. But compensation based on effectiveness needs to be based on the right targets, the right metrics, and the right form of evaluation.
1 / Tuesday/ 2 October 2012
#
19
You are working in the advertising since 1992. What has changed since then? Everything. And nothing. It’s easy to focus on the changes that we see around us. The new platforms. The new technologies. The explosion of mobile. The possibilities of data acquisition. The globalisation of everything. The democratization of content creation. The enablement of consumer participation. The declining costs of production and distribution of cultural content, and so on. Wherever we look, technology is busy remaking our everyday lives. So of course we’re all busy working out how to survive and better yet, actually prosper from these changes. And that’s half the excitement of our industry today. But the truth is that change is what technology has always driven. And always will. The advent of steam power and the railroads for example, had all the impacts of the internet on both people’s personal lives and on commerce. As the writer on business management Tom Peters has said, it is the arrogance of modernity to believe that we face unprecedented changes. And indeed the fundamentals of human nature have not changed. At the heart of what we do as communicators are the needs, wants, and desires of people. That should remind us that while the surface trappings of life and culture may have changed, the choices, predicaments and motivations of the characters of Homer, Shakespeare, Tolstoy, Austen, Dickens are as meaningful and recognizable today as
20
1 / Tuesday/ 2 October 2012
#
One of the pieces of wisdom that run through the culture of Wieden+Kennedy is the encouragement to ‘fail harder’ they were when audiences first encountered them. And while the means of connecting people to our ideas have changed and expanded enormously, I’d argue that the fundamentals of what makes good communications have changed less than some might suggest.
What kinds of changes await advertising agencies in the future? How should they be managed?
No-one has THE ANSWER. And no-one has a crystal ball. As the former US Secretary of Defence Donald Rumsfeld once famously said: “There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.” So while there is no shortage of advice on what agencies ‘should’
The pursuit of effectiveness in a digital world Martin Weigel Head of Planning at Wieden+Kennedy Amsterdam EUROPA HALL, Wednesday, October 3 at 4:00 PM
be doing, in truth we don’t know what changes await us. There is much that agencies can do to make themselves able to adapt and respond. The better ones are, amongst other things, acquiring new forms of technical expertise, enhancing their strategic abilities, embracing diverse content creation and production flexibility. But perhaps the best thing any agency can do is to have the courage and curiosity to experiment, stay open minded, and not become a victim of any industry orthodoxy, whether it’s new or old. One of the pieces of wisdom that run through the culture of Wieden+Kennedy is the encouragement to ‘fail harder’. If we’re going to try new things we have to accept that we will sometimes fail. That’s an inevitable consequence of accepting risk. Creativity and
1 / Tuesday/ 2 October 2012
#
evolution don’t happen when people are afraid to fail.
In social media we often read statements, such as ‘marketing is dead’. Do you think marketing is really dead? Or is there a renaissance of marketing? I’m bored with hearing the claim ‘marketing is dead’. It’s not true. And worse, it’s self-serving. If the three primary functions of marketing are to a) develop products that people need or will want b) make those products available (physically or virtually) and c) make those products and brands mentally available, that is thought of when it most matters, then it should be clear that marketing isn’t ‘dead’. The ways in which advertising achieves these things are of course expanding and evolving. We’re in an era of unprecedented experimentation and exploration. As with any innovation, much of it will fail. But some of it will move us all forwards. To claim that ‘marketing is dead’ is simply a headline-grabbing rhetoric, made by people who are trying to sell you their alternative or stir up some publicity. It’s just not an adult debate. And for that reason I have little or no interest in it.
If you would not be working in the advertising world, what would you do? I shudder to think.
What is your lecture at the Golden Drum festival going to be about? I’ve entitled my piece ‘The pursuit of effectiveness in a digital world’. As I’ve said, nobody’s got all the answers, and I’m certainly not going to pretend that I or anybody at Wieden+Kennedy has solved it all. All I can share are some things we find helpful in navigating all the changes and choices before us, and some stuff that we find useful in getting to interesting, fresh creative solutions.
22
1 / Tuesday/ 2 October 2012
#
New Agenda: The experience of others can be the best lesson We hear about the changes in communication industry all the time. New trends, developing technologies, the more and more demanding clients, the more and more burdened agencies are daily topics in the advertising and media world.
Uroš Goričan, Creative strategist, Saatchi & Saatchi Slovenia
That is why this year’s Golden Drum will include a new program section, the New Agenda which will present a few practical solutions for today’s challenges. »One of the many tasks of the Festival is to try and follow what is happening in the industry as far as possible. That is why we have decided we are going to highlight a set of popular communication topics«, says Uroš Goričan, Creative Strategist at Saatchi & Saatchi Slovenia. The New Agenda will host some excellent speakers – all of them alumni of the Berlin School of Creative Leadership who are living the change. The sessions will reveal a few innovative agency models, the second screen trend and the art of gamification. As Goričan points out: »The purpose of this program section is not to theorize, but to offer a few insights into specific cases and practices. Because of all that is going on in the communication industry, the experience of others can be the best lesson«. The New Agenda is going to fulfill the
inquisitive appetites of agency managing directors, creatives and media professionals.
New agency models. Which one will prevail? The first session which will take place on Wednesday (the 3rd of October) will present innovative agency models. Craig Markus, Founder of Rage, Grace & Partners from the USA, Simona Dan, Founder of 88 Keys from Romania, and Trevania Dudley Henderson, Principal and Founder of The Marketing Department from the USA, are three experts with years of experience in managing agencies which have accepted the new rules of the game. All
of them have nearly 20 years of experience in the communication industry, agency work and management. Trevania is head of The Marketing Department, an agile, cost-effective, alternative advertising agency which brings together an on-demand network of seasoned professionals, including researchers, art directors, writers, programmers, photographers and PR experts. This flexible agency model – the fluid network, as Trevania calls it – saves costs by hiring freelancers or professionals from smaller agencies and companies. Simona, on the other hand, believes in a more holistic agency model which can give her client a 360 communication plan. With her agency 88 Keys she significantly and continuously contributes to transforming good specialists into good communication professionals. Her trainings cover communication areas such as public speaking, crisis communication, communicating with the press, conflict resolution and so on. 88 Keys is essentially an elite team of communication conductors, passionate about the harmonious orchestration of the relationship between brand and consumer. Craig has been working in different agencies for over 20 years. He has worked in agencies like Ogilvy and Mather, Deutsch,
1 / Tuesday/ 2 October 2012
#
23
McCann Erickson NY where he co-created TAG Ideation – an innovative agency model focused on youth marketing. During his time at McCann, Craig received his MBA from The Berlin School of Creative Leadership. Today, Craig is the founder of Rage, Grace & Partners, a creative company based on the principles and models established during his thesis work. After the 20 minute long presentations of their agency models and practical examples, the experts will share their knowledge and their love for change at the panel, lead by Uroš Goričan.
Second screen: TV and connected devices sitting on the tree. K.I.S.S.I.N.G. Not only agencies, but consumers too are expecting quite a few changes. Technology is becoming their tightest ally, their mobile phone, tablet or PC accompanies them all the time. They not only cannot get up in the morning without checking their emails while they are still in bed, they can’t leave their device alone even while watching TV. Mobiles and tablets are their source of additional information about the content they are watching through linear television. But what is really going on in their homes? What information are they looking for? Which social networks get the most of their attention? At the second New Agenda which will take place on the 4th
of October Christophe Stoll, Co-founder of Precious Design Studio from Hamburg, will reveal all of the secrets of living in a multiscreen world. Precious is a consultancy for strategic design & visual languages. Their output ranges from user interfaces to record sleeves, from websites to visual identities – for small businesses, multinational brands, public administrations and rock bands.
Gamification: Do you know the rules of the game? The last session (the 5th of October) is going to be devoted to the buzzword gamification. Yes, games are everywhere. In
the ads, in the integrated campaigns, they are connecting off and online and, most importantly, they are creating a memorable experience for the consumer. But the development of gamification takes a long time. The trend, the buzzword became a subtle element of marketing activities. Jeff Coghlan, Founder and MD of Matmi New Media Design from the United Kingdom will present the evolution of branded games – a decade of Matmi’s development experience – show a few good examples of possibilities opening with the arrival of IPTV and explain how the continuing increase in device convergence might affect the branded games industry.
DAILY NEWS, October 2012 Published by: Golden Drum Festival, Design: Pristop, d.o.o., Production: Medijski partner d.o.o., Editor: Maja Jančič, Journalist: Manja Ujčič Zrimšek, Photo: Bojan Šverko, Tanja Ristič, Printing: Tiskarna Knjigoveznica Radovljica, Printed on paper Core Silk 115g provided by Alpe papir d.o.o.