Golden Drum Daily News 3/4 by Borut Odlazek

DailyNews OFFICIAL MAGAZINE OF THE 19TH GOLDEN DRUM

INTERNATIONAL ADVERTISING FESTIVAL

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Thursday, 04.10.2012 EUROPA HALL 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 11.15 Creative Academy by TBWA: Create. Ulrich Proeschel, Vice President Business Development, TBWA\ Europe Ilkay Gurpinar, Executive Creative Director, Vice President, TBWA\ISTANBUL, Turkey Toygun Yilmazer, Head of Planning, Vice President TBWA\ ISTANBUL, Turkey

12.15 Creative Academy by Leo Burnett: Talk the walk Tomasz Hilt, CEO, Leo Burnett Group, Poland

EMERALD HALL 11.00 Digital PR Lab: The One that Got Away

Adam Nowakowski, Head of Strategy, Leo Burnett, Poland

Jacob Åström, Founder, Creative Director, Art Director, Dear Future, Sweden

14.00 Creative Academy by Ogilvy: Innovation is nothing new

Désirée Maurd, Creative Director PR, Dear Future, Sweden

Will Rust, Executive Creative Director, Ogilvy & Mather, Czech Republic

12.00 Festival of Festivals: ADCE 2012 – Screening of Winners

14.45 Creative Academy by Grey EMEA: What if Kodak had invented Hipstamatic?

16.15 Meet the President and Members of Single Channel Jury

panel discussion moderated by Emily Hare, Managing Editor, Contagious Magazine, UK

Q & A session moderated by Janez Rakušček, Executive Creative Director, Luna\TBWA, Slovenia

guests: Alemsah Ozturk, Founder, Chief Happiness Officer, 41? 29!, Istanbul, Turkey Lars Samuelsen, Strategic Director, Head of Digital, Uncle Grey, Copenhagen, Denmark Mihaly Varga, Head of International Relations, CarnationGroup, Hungary Dmitry Voskresensky, Digital Strategic Planner, Grey Moscow, Russia Jon Williams, Executive Creative Director, Chief Digital Officer, Grey EMEA 20.30 Golden Drum Single Channel Awards Ceremony

Where to Party? 22:30 National

Party Evening Slovenian Night

Paprika Club, Portorož/Lucija upa Hosted by Atlantic Gr

MEDITERANEA HALL 10.00 Golden Drum Competition: Screening of Single Channel Finalists Golden Drum Competition: Screening of Entries in group N - New or innovative 14.00 Golden Drum Competition: Screening of Entries in groups V - Public relations and W - Innovative campaigns

PIANO BAR & GRAND GARDEN TERRACE, GH Bernardin (11th Floor) 13.00 Happy Hour 17.15 Closing Happy Hour Hosted by Grey Group

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Friday, 05.10.2012 EUROPA HALL 09.30 New Agenda Session Gamification: The Evolution of the Branded Game

guests: Gal Brill, CEO, Founder, UppSite Uri Weinheber, CEO, Partner, thetime

Jeff Coghlan, Founder, Managing Director, Matmi New Media Design Ltd, United Kingdom

Luka Topolovec, CEO, Drugi Vid

10.15 The CUP - Global Festival embracing Local Culture

Rupert Slade, Regional Head, Phd CEE, United Kingdom

Jure Apih, Honorary President of Golden Drum, Founding member and CEO, ICAC – Intercontinental Advertising Cup

Emma Wilkie, Managing Director, The Gunn Report Ltd, United Kingdom

With guests: Adrian Botan, Ami Hasan, Ocakoglu Gunseli, Milka Pogliani 11.00 Creative Academy by McCann Group: Startup advertising

12.30 Creative Academy by OMD and PHD: Beyond the horizon. The future of media.

13.30 The Gunn Report

14.30 Boss Drum Award Showcase presentations 20.30 Golden Drum Multi Channel Awards and Festival Closing Gala Ceremony

Adrian Botan, VP Creative Excellence for McCann Erickson CEE, Creative Partner, Bucharest office, Romania

EMERALD HALL

Adrian Preda, Creative Director, MRM Bucharest, Romania

12.00 Festival of Festivals: ICAC the Cup 2011 – Screening of Winners

Matias Palm Jensen, Chief Creative Innovation Officer for Europe, McCann Worldgroup Nir Refuah, VP Creative, McCann Digital, Israel

10.00 Creative Lab: “When Advertising make the difference”

15.30 Festival of Festivals: Epica Awards Andrew Rawlins, Founder of the Epica Awards

Where to Party? 23:00 Golden Drum Single – Multi – Kulti Party

PIANO BAR & GRAND GARDEN TERRACE, or) GH Bernardin (11th Flo

Dear Drummers! Please don’t forget to get your invitations for the Friday Golden Drum Multi Channel Awards & Festival Closing Gala Ceremony at the Festival Reception Desk. And please be seated in the Europa Hall on Friday before 20.15 as due to a strict state protocol the doors will close exactly at 20.25, after which time no-one will be able to attend the ceremony. Thank you for your understanding! 16.00 Meet the President and Members of Multi Channel Jury Q & A session moderated by Janez Rakušček, Executive Creative Director, Luna\TBWA, Slovenia

MEDITERANEA HALL 10.00 Golden Drum Competition: Screening of finalists – Multi Channel Golden Drum Off Drum Competition: Screening of entries Piran Portorož Poster Award 2012 16.00 Festival of Festivals: Epica Awards – Screening of Winners

PIANO BAR & GRAND GARDEN TERRACE, GH Bernardin (11th Floor) 14.30 Closing Happy Hour

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New agency models Which ones will survive? It is indisputable that the world is changing. The economy and technological development are changing the consumer. Advertisers are trying to adapt to the consumer’s needs and desires as quickly as possible and the agencies realize more and more that – in order to meet client requirements and consumer expectations – they need to change structurally and organizationally.

ity. She was aware that clients want the best possible work for lower budgets, the work that can be done only by the best – old or young – while all communication solutions must be designed faster than ever before (without lowering the quality), as consumers expect immediate solutions.”Based on these requirements we need to draw up the teams that will know how to respond to all of them.”

Uroš Goričan, creative strategist at Saatchi & Saatchi, Ljubljana, the moderator of the “New Agenda session: Left to our own devices”, gave the floor to three professionals who have found their competitive advantage in the advertising market through the innovation of agency models. Their visions of how the agencies should adapt to the new reality of our industry in the future differ widely.

This is why The Marketing Department employs 20 experts and is actively connected with between one and two hundred of the best

With this model, there is no place to hide Trevania Henderson, the founder and president of the Boston agency The Marketing Department, presented her model of fluid networks which in her opinion combines “the best specialists with the best ideas which is only possible on the basis of the best organizational culture.” She founded her own fluid network in 1994 based on her understanding of the advertising real-

professionals around the world. They are independently associated with the company, so their work represents only themselves, not the entire company or agency within which they work. Their accountability is therefore much higher. “With this model, there is no place to hide,” says Henderson. “If their work is sloppy, unresponsive or of poor quality, they will no longer be a part of the fluid system.” The clients are therefore guaranteed that they will be working with the best experts. Another advantage of this agency model is, that it is not firmly

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structured, so the team is much more intimately connected (all the communication is happening through digital communication channels, all of the involved specialists carry the same weight in the discussion and creation), so the team can be much more creative, innovative, and on the other hand faster because there is no bureaucracy, as is often the case in integrated agencies. “Bureaucracy drives me crazy. I just want to do my work,” says Henderson, and shows the essential ethos of the core team of her fluid network. The only serious challenge posed by this type of model is that the client must trust in the creative team yet to be established. Traditional agencies have already gained this trust through their tradition and they are still enjoying it a priori. But Hender-

son is confident that these kinds of virtual organizations, i.e. fluid agencies, give room to creative solutions that satisfy the client quickly. “The future will be in the hands of those who risk and create innovative and good ideas, and are at the same time experts in their field. And a single agency simply cannot have such a great number of experts under one roof.” There is no more room and tolerance for bullshit Simona Dan, from the Romanian agency planBee talked about an agency mode, which is almost the opposite of Henderson’s model, but is she believes it satisfies the clients’ requirements and the customers’ expectations. According to Dan the honeycomb structure meets the four

golden rules she learned about during her MBA studies: - Test your strategies - Be professional - We are all equal, equally important - Worship better, not perfect. The founder of the American agencies Rage, Grace & Partners Craig Marcus took a slightly different approach to the new model presentation. “There is a lot of bullshit going on,” was his assumption. He believes creative industry is an industry of masters of bullshit. Marcus however stresses that there is no more room and tolerance for bullshit. In his opinion the future of advertising and of advertising agencies is hidden in the truth, vulnerability and honesty, i.e. truthfulness.

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Are we selling dreams or altering reality?

What is the task of advertising? Selling dreams or altering reality? That was the core question of Leo Rayman, international partner at Adam&Eve DDB. The answer is very simple. We all want a good life, we are all dreaming of a brighter future so if advertising is done right, it can actually make a difference in creating a better world. How? Well, it has to create value for all of the participants, the consumer, the brand, the company and the agency. »Advertising should be perceived as add-vertising, that means creating something that can add something to the world«, says Rayman. Marketing

can be a part of the change that it wants to create. Rayman also showed a few cases of the socalled »useful marketing«. The campaigns that really stood out for him were Meet the Superhumans which Channel 4 created to promote its coverage of the Paralympic Games, Volkswagen’s Night Drive campaign that was created by DDB London, the campaign of the British Heart Foundation that shows how we can help save the life of someone who has suffered a cardiac arrest by using the beat of the Bee Gees song Stayin’ Alive, and Google’s mobile campaign, based on the 1970 Coca-

Cola commercial »Hilltop«. What do they have in common? They are all useful, they try to make the world better, but also to reach the consumer, the human being on a personal level, engaging with him emotionally. Rayman also stressed that successful brands harvest all the advantages of technology, science and marketing knowledge. Such brands are Nike+, Apple and so on. But marketing must always think about the following: does this campaign scream our brand’s name, is it only us who can create this, and is it useful to the consumer? Doing that, the brands are going to be just fine...

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Global festival embracing local culture Intercontinental advertising cup (ICAC or The CUP) was established in 2007 by organizers of the world’s three biggest regional advertising festivals: Asia Pacific’s ADFEST, Ibero-American FIAP and New European Golden Drum. From the first year onwards the ADC*E, Art Director’s Club of Europe, is also a member. To take part in the Golden Drum competition is a privilege that opens the exclusive gateway to the intercontinental selection. All Golden Drum finalists have the right to participate in the Intercontinental Advertising Cup Selection. The CUP is a global creative tour-de-force that is filtered no less than five times by the world’s most respected juries. Only ads that were entered in one of the four participating continental advertising shows are eligible to compete in the Intercontinental advertising selection. This is the first filter. Only finalists of Asia Pacific’s ADFEST, IberoAmerican FIAP, Art Directors’ Club of Europe ADC*E and New European Golden Drum make the intercontinental creative selection. Second filter. Members of all four continental juries select 5 nominees in 38 categories, thus making a super-

Save the date! 6th Intercontinental Advertising CUP and Creative Summit will take place on 7 March 2013, in Istanbul, Turkey. An international jury - lead by Amir Kassaei, Chief Creative Officer DDB worldwide and President of the jury, composed of jury members from ADFEST, FIAP, ADC*E and GOLDEN DRUM - will judge the best of the best from four continents on equal criteria for all.

selection of 190 most creative ideas from four continents. Third filter. In the next stage the jury chooses categories’ champions, which are the 38 CUP winners. Fourth filter. Finally after a long and particular process, the jury decides the winners’ winner - the most creative work of the four continental festivals and their selections: the recipient of THE GRAND CUP.

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People have the power to change reality Executive Creative Director, Leo Burnett Warsaw, Poland joined the agency in 2005. Work created under his leadership has won awards and nominations at local and international festivals that include Golden Drum, KTR, EFFIE, Epica, Cannes Lions, Eurobest, Young Guns, Art Directors Club NY and OneShow. During his first two years at Leo, he worked as senior copywriter for all the major agency clients, including Ikea, Fiat and P&G. Later, he assumed the position of ‘creative head’ responsible primarily for Orange and elevating its creative and executional quality to the brand’s global standard. He is author of several campaigns held to be best practice examples of comms from the iconic brand. He was appointed creative director almost five years ago. Since then Leo Burnett has won and defended the title of Poland’s Agency of the Year and regained creative reputation.

You are working in advertising for 16 years already. It is safe to say that in this time, everything has changed. But what would you say are those changes that many brands are forgetting about (that they are not implementing in their communication and creative work)? I think that many brands very often forget to target common people. Brands still tend to treat them instrumentally. And now, probably like never before, people have the power to change - maybe not the world - but reality for sure. A lot of brands don’t seem to realize that - they are often still in the “marketers’ era”

instead of entering courageously into the “people era”. You worked for many big/international/iconic brands. What do you think iconic brands have in common? Working on such brands, you have much less freedom. You have to follow the rules, you have to respect them, you have to create according to them. Especially in our markets, agencies and clients are more concentrated on delivering than on solving brand issues. With some exceptions obviously, but unfortunately quite rarely.

For a few years now we are listening about integrated campaigns trend. But still... How are good single channel works created? What is a secret of a great single channel campaign? Integrated campaigns are simply stronger in terms of impact and might by more efficient in terms of investment. This allows creating long term ideas or platforms, enhances dialog with audience, creates presence of the brand in real life or can have a role in people’s lives, so they are capable of following their daily routine, useful and helpful. It helps building consistency and dialog. But small single medium

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Single Channel jury oriented projects also have this potential - if they are engineered according to people’s true needs, according to rhythm of our life, and intelligence. Which media (TV, print, online, radio, social, OOH...) do you personally prefer? And which one of them lets you be as creative as you can be? I don’t have any favourites at the moment. I used to be a fan of movies. Still good TV touches me very much - like recently Mumbai Mirror for instance. It is smashing. What are your prime responsibilities as a president of the Single Channel Jury? What do you expect from the submitted

work, what kind of campaigns get your vote? First, I am obliged to respect and follow festival rules. Apart from that I see my role more as a kind of moderator. I would like to inspire jury members to look at the work from many angles. I would like to encourage them to be humans first, then ad professionals. But I do not want to impose my personal point of view, it would be disrespectful. I already expressed my vision in my statement. But please bear in mind – it is a democratic decision of 9 people. How would you say you use your creativity in everyday life? What was your most impulsive creative solution of everyday life problem ever? (As in: fixing

the bike, making eggs, ordering Chinese food, but in “your” way ...) To deal with a 15 year old daughter you have to be sometimes creative on Grand Prix level believe me. So I try to be. I won couple of times. This is the most important show for me. Finally, how would you evaluate the quality of the entries in this year’s Golden Drum competition. What are the qualities you search in this year’s winners and what separates a Grand Prix winner from the rest? I think it’s a long, long conversation. Definitely there are couple great pieces of work. But in general... as Whitney Houston used to sing - It’s not great, but it’s ok.

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Last year’s winners thoughts & tips We asked a few of the last year’s winners to reveal their recipes on how to win the Golden Drum Grand Prix and to share their thoughts about the value of winning at the Golden Drum Festival.

If you achieve it once, you definitely want it to happen again. So we try harder. Smaller details have changed as well. For example when we’re hiring new people - being a drummer is a big plus for them on the initial interview.

Your work will be famous My three tips on how to win a Golden Drum Grand Prix are: be simple, try to find an original idea which will create lots of earned media and make sure that the idea works not only in adblogs but in the real world as well. Golden Drum Grand Prix is one of the most valuable prizes in Europe. If you get it you’ll also get a lot of coverage abroad and your work will be famous. Which is good for the client, the agency and the team that worked in the project. It also means you’ll have better chance in other competitions as most of the creatives who form juries have an eye on Golden Drum. Ali Musa Paca, Creative Director of Rabarba Agency, Turkey A breakthrough in terms of professional respect For us - a very young agency the receiving of the Golden Drum Award was a breakthrough in terms of professional respect and finding a place in the advertising business among our competition. Besides the broad publicity it also opened the gates to some very interesting new business.

Martin Woska, Digital Director, Triad Advertising, Slovakia Innovation is the key The Golden Drum Grand Prix is the most important award, being that it should represent a work which differs even from work that receives a Gold Award. In order to win a Grand Prix, a work should have a formula that has never been seen before, that formula should include innovation within every aspect: Strategic Innovation, Ideological Innovation and Execution Innovation. Wining a Golden Drum Grand Prix is very rare on due to that holds a special value. There’s no doubt that winning a Grand Prix holds a lot respect in your resume. Tzur Golan, Chief Creative Director, Shalmor Avnon Amichay / Y&R Interactive Tel Aviv, Israel

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You have to be better in every aspect

Work works

Better strategy, better concept, better execution. That easy! Seriously, there are no 3 tips on how to win a Golden Drum Grand Prix. You have to be better in every aspect. And since the competition is so harsh, being better than everyone else means doing advertising on the verge of changing the rules of the game. McCann Bucharest has been focusing on regional expansion for some years now. We’re already a hub for several international clients and we coordinate their activities in the same New Europe for which Golden Drum sets the standards. Hence winning here is extremely relevant for the regional community, for all of us. It’s easier to monetize the awards.

We celebrated the fact that one of our biggest clients, Vodafone, won The Brand Grand Prix in Golden Drum with an ad that said “Work works”. That pretty much sums it up. Usually, behind every big success there is no other bigger secret than hard work. The only cliché that helps you get rid of all the other clichés and create amazing work.

Dinu Panescu, Group Creative Director, McCann Bucharest Don’t compromise

Catalin Dobre, Group Creative Director, McCann Erickson Bucharest It creates a positive buzz As with winning any award it is always an honour and a pleasure but in the case of Golden Drum the number of Grand Prix’s awarded overall does have a bearing on the value of each individual one. Winning any award makes us more motivated, it creates a positive buzz and is motivational not only for the winners. Jacek Szulecki, Executive Creative Director, Euro RSCG Warsaw Great value and recognition

To win a Golden Drum Grand Prix: 1.) have an idea 2.) stay relevant and 3.) don’t compromise. The winning of Golden Drum Grand Prix is a rock solid confirmation of your decision’s validity by your most competent colleagues. You have to be a good agency before winning the Grand Prix. And if you are lucky, you will stay that way. Mariusz Jan Demner, Managing Director, Demner, Merlicek & Bergmann, Austria

It is not easy to win in Portorož. Competition is tough, jury demanding and severe. Although Golden Drum is a regional show it has great value and recognition. All winners are taken into consideration by Gunn Report. Festival itself has great heritage and is a milestone in the industry landscape in this part of the world. It is an important element of creative reputation for each network. Paweł Heinze, Creative Director, Leo Burnett Poland

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Golden Drum Column (part 2)

How to brand a nation CONTINUED from yesterday’s DAILY NEWS

How to expand a group of associations? When a planned approach is taken to that task, it is important to understand that expanding this group of associations is only possible through the organic expansion of the existing associations, taking into consideration the mind-set, knowledge, historical context, culture and customs of a community. It is necessary to select associations that are natural, and positively build onto the existing state. If Croats would want their country to become globally known for precision and hardworking people, they would be faced with the problem that these associations are too far off from the existing group of associations. Simply put, no one would believe them. It is necessary to find something that both the internal and external public will perceive as positive, but realistically founded on the existing principles. What could that be? The association “Croatia is a country with a beautiful, pristine

sea” could be expanded to say that “Croatia is a country with beautiful, pristine nature”. And truly it is. Croatia has numerous nature parks and protected areas both along the coast and inland, all the way to Slavonia, in various climatic zones, far from (rare) industry. Alright: “Croatia is a country with beautiful, pristine nature”, but how can this association be expanded further? If Croatia is a country with beautiful, pristine nature, does that mean that healthy food could be produced there? Croatia today does not have a large share of organic food production in total food production. However, there is the spatial potential, knowledge and people who believe that locally grown food is healthy. This association could be a good foundation for building market brands in the area of healthy food, in which Croatia could get involved in the global trend of opposing genetically modified ingredients. This is one of the opportunities of building global Croatian brands. “Croatia – a beautiful country with pristine nature and an ambition to become a global leader in organic food production”. With such a group of associa-

Davor Bruketa Creative Director Bruketa&Žinić OM, Croatia tions Croatia would significantly strengthen the uniqueness of its positioning. However, it could do better still. Today it is perfectly clear that a country without serious industrial production and a high degree of energy dependence is unlikely to enter the club of the most successful nations. But what kind of industry should a country, known for its natural beauty and an ambition to become a global leader in the production of organic food, have? Isn’t that contradictory? No. Croatia has a tradition of electrical engineering, shipbuilding and an electric vehicle industry, such as previously mentioned trams and trains. Country’s possible ambition to become a leader in production of healthy food could be expanded to all other industries that support sustainable development. Croatia already manufactures electric automobiles, wind turbines, hydroelectric plants, electric trams and trains. It may not be a global leader in technical excellence, but it can certainly emphasize its ambition to become a global leader in ecology, sustainable development and accompanying industries. This is a global niche. Why? Developed countries have large

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and diverse economies. These are massive ships and changing course is difficult. Undeveloped countries lack the knowledge and consensus on a development vision. Croatia is somewhere in between: small enough to be able to change quickly, undeveloped enough that it hasn’t destroyed its landscape, but developed enough to have the fundamental knowledge upon which to build its further development. In a word, it has an opportunity. If Croatia were to emphasize an ambition to be the global leader in the development of an ecologically acceptable society, this would help numerous other sectors of its economy. For example, Croatian tourism could aim to become the global leader in ecological tourism. This would vertically integrate the entire economy. The production of organic food would have a fundamental sales channel in Croatian tourism, which would be a fundamental promotional channel for Croatian organic food brands. Guests would have the opportunity to try Croatian organic brands and see where they are produced, and they would be able to recognize them on the store shelves in Germany. This could be a possible way for Croatia to uniquely reposition itself from “a place where you can see nice nature” to “eco-tourism”. How many countries are positioned like this today? Very few. Certainly much fewer than those who claim “we have beautiful nature”. Croatia has the natural resources to offer organic food and ecological tourism. It certainly has the natural potential and knowledge to develop renewable energy sources. Even though the coun-

try is only known for its beautiful sea, today it is manufacturing electric automobiles, one of which is the world’s fastest. Once Croatia creates such a perception, it would no longer be selling “trams” but “ecologically acceptable public transport solutions.” What is the plan? This is, of course, just one of the possible visions for Croatia’s development, for its global positioning and the group of desirable associations that will open new doors for Croatian businesses. It is necessary to initiate the process that begins with a public debate on the direction of country’s development and what it should become known for in the world. There are certainly many people in Croatia thinking about this topic who could offer several alternative directions. Government should choose the path that will help the largest possible number of economic sectors. The ideas should be tested in all sectors. Based on the general strategy selected, it is then necessary to develop sub-strategies by sector: tourism, industry, agriculture, energy, culture. Allegedly, the national tourism strategy is currently being drafted. It is unlikely that this strategy will take the interests of all others into consideration, since a common denominator has not yet been defined for all sectors. Until now, such a strategy has not taken the interests of the entire tourism sector into consideration, and has virtually completely ignored continental tourism, as it has not yet found a sufficiently specific common denominator with coastal tourism.

An integral part of every strategy is its communication segment. Croatia shouldn’t be timid, it should start to express its ambitions. But this should be a gradual process. Were Croatia to immediately shout that it desires to be the global leader in sustainable development, ecology and technologies that support sustainable development, it is unlikely that many people would believe it is up to the task. But, at this phase, if it were to state that it wants to become the European leader in the production of organic food, eco-tourism and renewable energy sources, this would already raise the bar quite high. In any case, on July 1, 2013, the day Croatia joins the EU, the Croatian political representatives will have about 5 seconds of global media attention to say what Croatia is all about. It would be great if those 5 seconds were not wasted on formal words, but that this expanded sentence would be the essence of country’s national strategy that the majority of its citizens can understand and believe in, and which is based on Croatian true possibilities, and supported by a plan that can be implemented and that the outside world can perceive as positive, attractive and possible.

Golden Drum’s weekly columns express the opinion of the author only and do not represent the opinion of the organizers.

Find more Golden Drum’s weekly columns on Golden Drum’s Facebook profile and www.goldendrum.com.

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We believe in the power of creativity Vladimir Tkachev is the Chairman & CEO of Leo Burnett Russia & Eastern Europe.

You are managing Leo Burnett Russia & Eastern Europe for almost a year now. Are there any differences between countries in this region in terms of clients, people and business in general? In different countries around the world there are far more similarities than differences. Everywhere there are clients with briefs and agencies with ideas. In Eastern Europe, perhaps, there are differences in terms of the mood and expectations, between countries that are and aren’t part of the European Union. The recession is causing the former to think about the future with more caution. Lately, it seems that the timespan of economic cycles has shrunk significantly. No longer is there a clear understanding of what

phase of the cycle you’re in at a given moment. Whether you have just emerged from the crisis, or you’re preparing for it again. Leo Burnett, the man, had a great saying about this: “In a world where nobody seems to know what’s going to happen next, the only thing to do, to keep from going completely nuts from frustration, is plain old-fashioned work”.

is finding talented people, than deciding how to manage them. When they are found, the main thing, in my perception, is to trust people, to give them the opportunity to take initiative and, through this, develop. It’s important to make people believe in their talent, to give them personal freedom and freedom of selfexpression.

How do you manage people? Do you have any personal methods to motivate them that help your agency create top advertisements?

Russia’s advertising market is one of the fastest growing in the world. What challenges or benefits does this rate of growth bring to your agency? Does it help or interfere when competing on the global scale?

In our part of the globe, where, in 20 years, the market has grown from ground zero into a large business, the bigger problem

We really do have a great deal of potential in terms of growth, in comparison to other markets.

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On the one hand, this is a significant advantage for the agency, as we’ve received more attention from the global network, the global clients and media holdings, we have become closer to the world, gained a better understanding of creativity at an international level, gained greater access to global resources for our clients. However, on the other hand, greater attention leads to greater responsibility, makes the decision making process more complex and stiffens competition, especially considering that the growth rate is slowing down. Humankind is a well-known global Leo Burnett philosophy. How do you use it in praxis in your region and how does it help cre-

ate, not just ADS, but ACTS for people? When creating ideas, we focus on two key aspects: People and Brand Purpose. The HumanKind philosophy teaches us to identify the purpose of a brand for the people, and to communicate this in a simple and understandable manner. We honestly believe in the power of creativity, and we propagate this approach to our clients. An example of “Acts not Ads” is the Leo Burnett Latvia campaign on Facebook - “If you like Latvia, Latvia likes you”. In a matter of days the campaign became one of the most popular topics on Facebook and made a country of 2 million people a known phenomenon around the world,

In your opinion, what was Leo Burnett Group Russia’s secret recipe for winning the Golden Lion in 2011 – becoming the first agency in Russia to win this award in the last five years? I think it was a strong desire to win. We had been approaching this goal since 2006, perfecting our work and placing creativity above all else. Our victory at the Cannes Lions was an important milestone on the way to reaching our main objective of being amongst the top 50 international and top 30 European agencies. It’s important to get a foothold on top, which I wish all the participants of the Golden Drum 2012 Festival.

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We can’t believe it’s only Wednesday

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Party time! Welcome lounge

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Golden Drummers Network This year we decided to include an important novelty, that will help the Golden Drum Participants to find old friends and acquaintances and to connect with new, interesting people. We developed a login system that allows Golden Drum participants to register, find the Golden Drum Participant they would like to connect with and send him or her a direct message. In the course of years since Golden Drum started drumming, calling great minds from all over New Europe, Drummers were always there to shape and carry its message. You, our dear Golden Drummers, are our “raison d’etre” why Golden Drum does what it does and why it’s so damn good at it! You helped us shape its image, its experience and its friendly note.

We see Drummers as unique persons, who don’t satisfy themselves with average, everyday, justsowe-meet-the-deadline kind of answers. Drummers strive for more. More creativity, higher

standards, mind boggling solutions and unique, new thinking.

And of course, being recognized as the best at what they do!

Drummers meet in person at least once a year at the Golden Drum Festival, but they also contribute to online Drummers Community in Drummers Network, on Facebook, Youtube and Twitter. There, Drummers discuss hot issues, share their views and build friendships that last for life. For latest news, please visit our website, our Facebook, Youtube and Twitter profiles!

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Multi Channel Shortlist Q - Integrated communications campaigns ENTRY CODE

ENTRY TITLE

ENTRANT NAME

COUNTRY

Q001G12

The Shining Sun of Russian Poetry at Zenit

GREAT ADVERTISING GROUP

RUSSIA

Q002G12

Battle for the babies

SAATCHI&SAATCHI BEOGRAD

SERBIA

Q007G12

Repetition

SAATCHI & SAATCHI SRL

ROMANIA

Q010G12

Aqua Carpatica "Vote for purity"

COHNANDJANSEN JWT

ROMANIA

Q013G12

DFS syndrome

VOSKHOD

RUSSIA

Q018G12

Everything into home

INSTINCT

RUSSIA

Q019G12

How Three Small Businesses Got to Sponsor F1 Star

SEK & GREY OY

FINLAND

Q028G12

Words Hurt For A Lifetime

PUBLICIS SP. Z O.O.

POLAND

Q038G12

New Driving Tests App.

LEO BURNETT BEOGRAD

SERBIA

Q042G12

Free a Tree

LEO BURNETT RUSSIA

RUSSIA

Q044G12

Kauko Remotely Controlled Design Cafè

HASAN & PARTNERS

FINLAND

Q052G12

Romanians are smart

BV MCCANN ERICKSON ROMANIA SRL

ROMANIA

Q056G12

Your last journey

PUBLICIS BUCHAREST

ROMANIA

Q059G12

Doping TV

YOUNG & RUBICAM POLAND SP.Z.O.O.

POLAND

R - Direct campaigns ENTRY CODE

ENTRY TITLE

ENTRANT NAME

COUNTRY

R003G12

Blood Relations

BAUMANN BER RIVNAY SAATCHI & SAATCHI

ISRAEL

R010G12

Romanians are smart

BV MCCANN ERICKSON ROMANIA SRL

ROMANIA

R011G12

New Driving Tests App.

LEO BURNETT BEOGRAD

SERBIA

R012G12

Hamburger Timetable

DDB WARSZAWA SP. Z O.O.

POLAND

S - Digital campaigns ENTRY CODE

ENTRY TITLE

ENTRANT NAME

COUNTRY

S006G12

The World's Deepest Website

OGILVY & MATHER UKRAINE

UKRAINE

S013G12

Car vs Piano

BBDO RUSSIA GROUP

RUSSIA

S015G12

Parking Douche

LOOK AT MEDIA

RUSSIA

S025G12

Free a Tree

LEO BURNETT RUSSIA

RUSSIA

S026G12

Milkbusters

SONCE.NET D.O.O.

SLOVENIJA

S032G12

Romanians are smart

BV MCCANN ERICKSON ROMANIA SRL

ROMANIA

S033G12

New Driving Tests App.

LEO BURNETT BEOGRAD

SERBIA

S043G12

Readbook

YOUNG & RUBICAM POLAND SP.Z.O.O.

POLAND

S046G12

Paviel does not recommend

MUW SAATCHI & SAATCHI, SPOL. S R.O.

SLOVAK REPUBLIC

3 / Thursday/ 4 October 2012

T - Mobile campaigns ENTRY CODE

ENTRY TITLE

ENTRANT NAME

COUNTRY

T004G12

Parking Douche

LOOK AT MEDIA

RUSSIA

T007G12

Free a Tree

LEO BURNETT RUSSIA

RUSSIA

U - Events ENTRY CODE

ENTRY TITLE

ENTRANT NAME

COUNTRY

U75002G12

Chivas 12 Chairs

REFORMA

BULGARIA

U76001G12

U-Codes

LEO BURNETT SP. Z O.O.

POLAND

U76006G12

Touch the sound

HYPERMEDIA SP. Z.O.O

POLAND

U76018G12

The Little Guerilla War

OGILVY & MATHER GMBH

AUSTRIA

U77001G12

Blood Relations

BAUMANN BER RIVNAY SAATCHI & SAATCHI

ISRAEL

U77009G12

Your last journey

PUBLICIS BUCHAREST

ROMANIA

U77010G12

Amnesty International Poland

YOUNG & RUBICAM POLAND SP.Z.O.O.

POLAND

V - Public relations ENTRY CODE

ENTRY TITLE

ENTRANT NAME

COUNTRY

V79004G12

See beyond limits

WEBSTYLER

ROMANIA

V80009G12

Romanians are smart

BV MCCANN ERICKSON ROMANIA SRL

ROMANIA

V81002G12

The journey of the ball

GMP ADVERTISING

ROMANIA

V83002G12*

Blood Relations

BAUMANN BER RIVNAY SAATCHI & SAATCHI

ISRAEL

V83009G12

No Rights, No Women

LEO BURNETT BEIRUT

LEBANON

V83012G12

Doping TV

YOUNG & RUBICAM POLAND SP.Z.O.O.

POLAND

V84002G12

Battle for the babies

SAATCHI&SAATCHI BEOGRAD

SERBIA

V84006G12

Books on the Phone

EFFECT

TURKEY

V84007G12

Parking Douche

LOOK AT MEDIA

RUSSIA

V84015G12

Readbook

YOUNG & RUBICAM POLAND SP.Z.O.O.

POLAND

V84016G12

A Bet for a National Conscience

LEO BURNETT BEIRUT

LEBANON

V85007G12

Autism deceives the senses

PZL SP. Z O.O.

POLAND

V85009G12*

Make the politicians work!

VOSKHOD

RUSSIA

V85010G12

The Eating-Disorder Spoon

OGILVY & MATHER GMBH

AUSTRIA

V85011G12

New Driving Tests App.

LEO BURNETT BEOGRAD

SERBIA

V85014G12

The Little Guerilla War

OGILVY & MATHER GMBH

AUSTRIA

V85015G12

Jagermeister Ice ball

OUTBREAK

CZECH REPUBLIC

V85017G12

Save April first!

SAATCHI & SAATCHI RUSSIA

RUSSIA

V85019G12

OzU University 'The Game Of Your Life'

41? 29!

TURKEY

V85022G12

Paviel does not recommend

MUW SAATCHI & SAATCHI, SPOL. S R.O.

SLOVAK REPUBLIC

* V83002G12 Blood Relations – Entry was moved from V83 to V84. V85009G12 Make the politicians work! – Entry was moved from V85 to V84.

3 / Thursday/ 4 October 2012

W - Innovative campaigns ENTRY CODE

ENTRY TITLE

ENTRANT NAME

COUNTRY

W009G12

Car vs Piano

BBDO RUSSIA GROUP

RUSSIA

W011G12

Touch the sound

HYPERMEDIA SP. Z.O.O

POLAND

W014G12

Parking Douche

LOOK AT MEDIA

RUSSIA

W018G12

Autism deceives the senses

PZL SP. Z O.O.

POLAND

W020G12

Make the politicians work!

VOSKHOD

RUSSIA

W025G12

Second Life

LEO BURNETT & TARGET SA

ROMANIA

W029G12

Kauko Remotely Controlled Design Cafe

HASAN & PARTNERS

FINLAND

W031G12

New Driving Tests App.

LEO BURNETT BEOGRAD

SERBIA

Piran Portorož Poster Award Shortlists Entry code

Entry title

Author(s)

PPPA003G12

Fishbone

Istvan Foltin

PPPA010G12

E&P_Seconds 1

Eugen Suman, Pavel Fuksa

PPPA011G12

E&P_Seconds 2

Eugen Suman, Pavel Fuksa

PPPA012G12

E&P_Seconds 3

Eugen Suman, Pavel Fuksa

PPPA014G12

E&P_Subway

Eugen Suman, Pavel Fuksa

PPPA021G12

20Years

Bartołomiej Walczuk

PPPA037G12

Years Ticking

Dimitri Vachnadze, Lado Malazonia, Vano Saginashvili, Beqa Meparishvili

PPPA053G12

Guru

Malgorzata Pietralik

PPPA054G12

Earplugs

Viacheslav Nabokov

PPPA059G12

Rose-Statue

Frosina Aleksovska, Galina Dabova

PPPA087G12

20 years of drumming

Boyko Taskov, Ivan Raykov

PPPA095G12

Europe

Aleksandra Marchocka, Ewa Cymer

PPPA098G12

The Rythm

Anna Kargol, Marta Sobczyk

PPPA101G12

After 20 years of Golden Drum we are all in the business 1

Malgorzata Nierodzinska

PPPA102G12

After 20 years of Golden Drum we are all in the business 2

Malgorzata Nierodzinska

PPPA103G12

After 20 years of Golden Drum we are all in the business 3

Malgorzata Nierodzinska

PPPA112G12

Where are you from?