18th Golden Drum Daily News 2/4

DailyNews OFFICIAL MAGAZINE THE 18 GOLDEN DRUM INTERNATIONAL ADVERTISING FESTIVAL OF

TH

1234

#2 /Thursday, OCTOBER 6, 2011

Thursday/ October 6, 2011

1

T U P O R B I A N G P N O I L H A T ND Y R E V E 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.

> 17 000

This is how many of our readers visit our website on a daily basis.

91%

> 2 500

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. By 2010, five editions have been organized.

PRoto.pl, Al. Jerozolimskie 53, 00-697 Warszawa, tel./fax: +48 22 378 37 84, redakcja@proto.pl, www.proto.pl

#2 /Thursday, OCTOBER 6, 2011

Thursday, October 6 KODAK HALL 10.00 Portorož – Pattaya – Buenos Aires – Barcelona – Istanbul: Golden Drummers in the Intercontinental Advertising CUP competition

Jure Apih, Honorary President of Golden Drum, Founding member and CEO of ICAC - The CUP

11.00 Culture Inside

Michael Conrad, President of the Berlin School of Creative Leadership Worldwide, Zürich

12.00 Orchestration, not Integration: Engagement in an “Always-On” world

15.30 Debate: Measure What Matters: Are current research methods fit for purpose?

moderated by Vesna Marđonović, Media Director CEE at GlaxoSmithKline Consumer Healthcare guests: James Kent, Analytics Research Specialist, MPS at Google, London, United Kingdom, Jim Kite, Strategic Development Director, Starcom MediaVest Group EMEA, Dariusz Janczewski, Managing Director, Media Direction OMD, Andraž Zorko, partner, Valicon, Slovenia

17.30 Golden Drum Competition: Screening of Single Channel Finalists

Gábor Szántó, Head of Innovation and Digital, DDB, Hungary

MEDITERANEA HALL

14.00 The innovation GPS

09.00 Golden Drum Competition:

Tzur Golan, Chief Creative Director and CEO of Shalmor Avnon Amichay Y&R, Tel Aviv

20.30 Golden Drum Single Channel Awards Ceremony EMERALD HALL 09.30 Festival of Festivals:

AdFest 2011 - Screening of Winners

10.30 Who Made Who: visual culture migration through the social environment of New Europe Alexey Fadeyev, Co-founder & Creative Director at Depot WPF Branding Agency

11.30 Breaking the Rules

Steve Henry, Creative Consultant, UK

12.30 Music - inspiration for every business Igor Arih, Creative Director and Owner, Arih d.o.o., Slovenia

DON’T MISS ON FRIDAY KODAK HALL 11.30 Where do great ideas come from?

Fernando Vega Olmos, Creative Chairman, Continental Europe and Latin America – JWT Worldwide Creative Council Chairman

15.00 Fad or Fab? Evaluating New Opportunities in Digital Media

Mark Husak, Director of Media and Digital Development in Europe, Millward Brown

16.30 New Media, New Thinking: How one of Europe’s largest media companies is changing its business Arno Laeven, Strategy Director Sanoma Media Russia & CEE

Screening of Entries

EMERALD HALL

12.00 Golden Drum and Intercontinental Creative Society: 4 continental advertising competitions, 25.000 ideas, ONE creative society

14.45 Mind the Gap!

Jure Apih, Honorary President of Golden Drum, Founding member and CEO of ICAC – The CUP, Stefan Böck, Founder, Creative Society and Felix Heinrich, Partner, Creative Society

12.30 Golden Drum Competition: Screening of Entries

14.30 Workshop: New Business Skills

Micky Denehy, Founding Principal of EACA International School

Johannes Newrkla, Founding member of Art Directors Club of Europe, Founder and CEO of Bluetango

15.30 Change is everywhere.

Actually everything stays the same.

Ulrich Proeschel, Vice-President Business Development, TBWA\ Europe

17.00 Kodak presents: straight 8 at Golden Drum with Ed Sayers & Will Cummock, founder of straight 8 & ace straight 8 filmmaker

16.30 Golden Drum Competition: Screening of Entries

y? t r a P o t WhereRTINI TEATER, 23:00

A T EATER T É F A &C PIRAN e Party with Welcomco in Concert Magnifi

3

4

#2 /Thursday, OCTOBER 6, 2011

Contemporary trends in Marketing 3.0

Pawel Nizinski, CEO of GoodBrand & Community CEE talked about new marketing trends.

New consumer demands new brands. The new models of consumption and buying habits are changing the face of the communication industry. We are not talking about the Reconstruction, but probably about the complete re-definition of the industry. Quick overview of the new trends illustrating the Marketing 3.0 model leads us to more fundamental conclusions.

We need to understand the links between the social trust, social capital and the brands in our societies. We need to understand how to react in the light of growing distrust to the brands.

We need to learn how to help

the brands to regain trust and respect. We are not crazy but we are not normal brand people, pointed Nizinski. There is no place for normal brand people in todays consumer world anymore. People do not believe in brands, they feel like the brands are hiding stuff. All that leads us to totally new buying decision journey. As consumers we are trying, experimenting, enjoying, shearing experiences and at the end of that journey brands hope we become brand ambassadors.

Relaying on all that there must be something really wrong in marketing strategies if 90 percent of marketing budgets goes for advertising and promotion. I think we are missing something here, added Nizinski and con-

cluded his lecture with six powerful consumer trends: consumers are active they consume differently they are “green� partners time tested always connected tend to everyday spirituality.

He just reminded the crowd how much we do not like to own to much stuff anymore and how eco-activism become really popular. Even stars are playing new eco-glamour by owning small cars, not living in enormous villas and they like to share, give, donate, ect. So todays consumers expect that from brands also.

Governments are not ruling the world anymore, business and brands are the ones in charge.

#2 /Thursday, OCTOBER 6, 2011

The Berlin school debate: Creative leadership for creative excellence Michael Conrad, president of Berlin School of Creative Leadership hosted Adrian Botan Chirman of New Europe Creative Council and Executive Creative Director at McCann, Romania, Uroš Goričan Creative strategist at Saatch&Saatchi Ljubljana, Slovenia and Lucia Tarbajovska, Co-founder of Brand Academy in a debate about creative leadership. They talked about what is the best strategy for leading creative excellence, how can an effective leadership strategy improve the performance of business, should strategy influence which clients one works for and how to work

with them? After quite long and promotional introduction of Berlin School of Creative Leadership Conrad gave word to his alumnies Lucia and Adrian. Lucia talked about fear factor, not the famous TV show, but her research of how fear influences creativity. She pointed that fear is both an engine and obstacle for creativity. As much as 90 percent of responders in her research said that the fear has negative influence on creativity.

The main problem is that many creatives skip ideas for which they think will not be excepted by others, they simply adjust their ideas to fit.

Adrian who stunned advertising world with his American Rom campaign talked about real life experiment they did in his agency. They made creative cloud, meta agency that floats above the region. The Cloud is some kind of super organization which sources creative people from all the region giving them opportunity to work on different markets and giving brands opportunity to work with different creatives.

At the end Uroš shared experience of his first two weeks in Berlin school but more of that story you can read in the interview on next pages.

5

6

#2 /Thursday, OCTOBER 6, 2011

I never considered myself as an “MBA person” Uros Goričan is the first recipient of Dragan Sakan Scholarship of Berlin School of Creative Leadership which brought him for two years to Berlin, the capital city of creativity. He fell in love with the city in 1988 and high school love is back with a new aim: become a great creative leader.

Uroš, you started with study at Berlin School of Creative Leadership at the beginning of September. How would you describe your first impressions?

Overwhelming might be just the right word for it. The intensity of lectures, the challenging lecturers and great international crowd is what we were all faced with in the first two weeks. And it feels as some inner process has just been set to work.

How has your life changed in last few months since you were selected for Dragan Sakan Scholarship?

Well, I was absolutely thrilled and thankful for the scholarship and in the next minute I realized I will have to reshuffle my life for next two years. So far I am very curious where this will take me.

Why did you decide to apply

for scholarship? What are your expectations at school?

I never considered myself as an “MBA person” to be honest. But I was following the Berlin School from its very beginnings and was intrigued by the idea of business school for creative people. Personally I have reached the stage where business side of creative industries started to interest me. And when the chance for the scholarship appeared I just jumped at it. During initial conversations Michael Conrad asked me why did I choose this school and I told him that this is the only MBA I am ever considering to apply for since it is focused on creative industries and creative leadership.

As I have been working for many years in creative departments my expectations now go

About Dragan Sakan scholarship at Berlin School of Leadership: The Golden Drum Festival is proud to announce the Berlin School & Golden Drum “Dragan Sakan Scholarship”. In honour of the achievements of Dragan Sakan, we are partnering with the Berlin School of Creative Leadership to award the scholarship for the next Berlin School Executive MBA in Creative Leadership programme. The scholarship winner receives 48,500 euro in tuition support (full program tuition) for the Berlin School Executive MBA in Creative Leadership program in Berlin.

in the line of better understanding the business side of creative industries, the process of leading creative people and to get a broader international overview.

And also to find a new inspiration and challenge myself with it.

Can you compare your new school in Berlin with Slovenian schools?

With this MBA one gets the chance to work with small group of people from different cultural backgrounds but with same interests, courses are focused and extremely intensive and the topics are interrelated and very practical. The main difference I can see from this is the more active role of both students and lecturers. It is an engaging experience. But I think these are universal differences between most bachelor and postgraduate courses. Everybody here knows it is all up to you what you get out of this.

What are your plans after finishing Berlin school? How will you be able to use your new experiences and knowledge at your work in Slovenia?

My plans and ideas for the future are rapidly changing during the course itself. So, I decided not to make any fixed plans yet or at least allow myself the freedom to change them during this period.

#2 /Thursday, OCTOBER 6, 2011

The knowledge and experience on the other hand I am already trying to implement now. That is why the system of five intensive 14 days modules is so great.

You’ve experienced different network agencies. You were creative director at Luna/ TBWA and Studio Marketing/JWT, since last year you work as creative strategist for Saatchi&Saatchi in Ljubljana, Slovenia. Can you compare business approach of those three networking agencies and what are the main differences among them?

I think characters are stronger than networks. Luna/TBWA and Studio Marketing/JWT have changed significantly in the last years so it is hard to talk about their current business approach.

But I remember that the culture in both agencies was very much influenced by the personal characteristics of its local owners. Since Mr. Milavec is a movie director Luna/TBWA was the only agency where you could meet the best directors every day in the same room and have a coffee with them. So it was no surprise that it produced some of the best TV commercials at that time. Studio Marketing/JWT was then known for being the best in creating campaigns and I remember long and hard discussions with Mr. RepovĹĄ about concepts and consistency and I learned a lot there.

Saatchi&Saatchi on the other hand looks like a typical network agency. It has been awarded many times for its nontraditional approach to advertising campaigns that has become its trademark. And if you look closer you can see it is due to the creative talent in the agency.

7

8

#2 /Thursday, OCTOBER 6, 2011

We can talk about disruption, lovemarks and other network concepts of approaching creativity and business but as far as I can see it, it all comes down to people who run it or work there.

There is a one-million-dollars question for you: how will media landscape change in next 5 and 10 years?

I think the real million-dollars question is: where is the money in all this changing landscape?

In last 5 years the consumers’ media consumption habits changed due to new media, platforms and products on the market. Both media and consumers will continue to evolve and it is hard to predict how exactly. I think we are in for some surprises. But the challenge is weather the marketing and advertising industry is flexible enough to follow the crowd. To me it looks like it is lagging behind at the moment. It is time for new tricks and new approach to metrics to catch the consumers scattered on different platforms.

I like the Facebook’s new approach to metrics with its announced “people-talking-about” add-on. This will sound very cliché but I believe people want content on their media platforms not brands, so hunting for consumer’s attention will be a hard game.

How long have you been working in advertising? What are in your opinion the main changes in our Adriatic/Balkan region in field of advertising from the

first day that you work in advertising?

I have been working in advertising for more that 11 years with a 5 year “break” in mobile and web content business. The advertising in our region has become more professional in last 10, 15 years. We lost some regional and local brands, got some new local and international ones and got our own festival Golden Drum which helped put the region on global creative map. And that is good.

Which is your favorite brand?

What do you like the most about its communication?

Currently I am big fan of Iron Sky, a movie project based on non-traditional approach to business with the use of crowdsourcing and interaction with public.

It has become an international brandname with huge following and fans buying merchandise even before the production start.

And the production process of the movie has become an entertainment event. I would love to have that kind of project on my table.

If there was a brand which wanted to have your name as brand name, what kind of brand should that be?

It would have to be a brand that would constantly evolve and change. The kind of brand where you never quite know what you get but would always deliver the same promise: surprise.

Do you have any role models in your life?

I don’t have specific role models but there are always people I admire for different kind of reasons – their creativity, their intelligence, stamina, courage, sense of humor, “cool factor”… according to the phase I am going through. But I admire most the people who are able to leave their comfort zone and start all over exploring new lives.

Have you already fall in love with Berlin? What do you love the most in the most creative city in the world?

I have fallen in love with Berlin as a high school boy on his first big city adventure. It was 1988 a year before the fall of the wall when Berlin held the title of European Capital of Culture. West Berlin was buzzing with creative energy while East Berlin was all sleepy in its socialistic haze. I fell in love with this contrast and I still love city’s schizophrenic nature, the fact that it is poor with money, but rich with ideas, the fact that it does not have a real center and every quarter is a city on its own. But I also admire the consistency of city’s strategy on creative industries which established Berlin as a creative capital and turned the weakness (absence of industry) into brandname.

#2 /Thursday, OCTOBER 6, 2011

Golden Drum’s weekly

9

column

Great advertising for the UBS bank!

Two weeks ago, a Swiss bank lost 2 billion US dollars because one of their dealers was playing stupid on the financial market. Pffff… as soon as consumers want to start believing in banks again, there always pops up this kind of screwed-up news story.

Am I the only one who doesn’t believe in making advertising for banks anymore? Whatever an ad agency will create for them, it is never going to be convincing any more. Well, there is a creative solution that a bank should do to win the trust from their clients again. Check out the next two TV commercials for the UBS bank:

TVC 1.

Before the TVC starts we read: The next interview is done with a real lie detector test.

We see a top manager from UBS bank sitting in front of a lie detector.

Question: Let’s be responsible… yes?

Answer: Yes! (No reaction from the lie detector) Question: Does UBS loan us people more money than we can afford?

Answer: No! (No reaction from the lie detector) Question: Is that because UBS does not want us people to get into trouble?

Martin Mol Owner/Creative Director MolConcepts

Answer: Yes! (No reaction from the lie detector) Logo and slogan: UBS bank. We know that you don’t trust us!

Sound effect: A big reaction from the lie detector.

TVC 2.

Before the TVC starts we read: The next interview is done with a real lie detector test.

We see a top manager from UBS bank sitting in front of a lie detector.

Question: Tell me… can a bank really be honest?

Answer: Yes! (No reaction from the lie detector) Question: Okay… do financial coaches from UBS really care about their customers’ finances?

Answer: Yes! (No reaction from the lie detector) Question: But UBS will charge an extra cost for this service… won’t you?

Answer: No! (No reaction from the lie detector) Logo and slogan: UBS Bank. We know that you don’t trust us!

Sound effect: A big reaction from the lie detector.

PS: If another bank with some honest balls in their pants also wants to have great TV commercials like this, then I have some good news: The UBS TV commercials do not exist, I just made them up.

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

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

10

#2 /Thursday, OCTOBER 6, 2011

Golden Drum New Europe Hall of Fame A wall is just a wall. But whoever’s name is inscribed on it, briefly brushes against immortality. Then a wall becomes The Wall.

Golden Drum Festival has in its eighteen years attracted great visionaries and dreamers who fought courageously and passionately for the progress of the creative industry. As time goes by and people move forward, we tend to forget the names of those that have set the foundations, upon which professionals of today build great things.

Established in 2010 on the marble wall of Bernardin’s Congress Hall where Golden Drummers meet year and year again, GOLDEN DRUM NEW EUROPE HALL OF FAME reads the names of great woman and men, engraved for time eternal.

The list grows with careful consideration and a sense of gratefulness to those, whose names and actions we should never forget.

This year The Wall is richer for two new really great names. Jure Apih and Meta Dobnikar joined the great crowd of exceptional people.

My name on Bernardin’s wall of fame is a great reward that I am very proud of. I understand it as confirmation, reminder and an action of gratitude of all those people that helped Golden Drum to become as it is. Without all the enthusiasm and love it wouldn’t become such a great festival. Recognition not only in our industry not only in countries across New Europe but much wider has driven us to innovate and create. Bitter sweet was the knowledge that our ideas were used by many creators of other similar festivals across the world.

The head and the hart of our organisation team was of course Jure Apih I was just the neck and many many great co-workers synchronized body.

Meta Dobnikar

About Jure Apih and Meta Dobnikar, new names on the Golden Drum New Europe Hall of Fame Thanks to Jure and Meta, the Golden Drum Festival has been put on the map of the World’s most prominent and important advertising festivals. It is this festival that brings together representatives of advertising, prominent guests and speakers, a festival that teaches, rewards and celebrates. As Mr. Apih said

The fact that my name will stay on The wall at least as long as the glue on marble Bernardin will hold is a small patch on my wounded ego. The knowing that the world still turns around even if I am not there has nothing to do with vanity. Two steps forward, one backward is love dance which goes two steps forward again.

Jure Apih

time and again, the motto of the festival is - “Sharp competition, good school, crazy party and devilish challenge”. That was and will remain key guidance for the future, thus distinguishing the Golden Drum Festival from other festivals. This is a recognition for the years of work in creating and developing the Golden Drum Festival as it represents an outstanding value and importance, not only for the advertising profession in Slovenia, but also internationally.

#2 /Thursday, OCTOBER 6, 2011

11

The best from Golden Drum go to The Cup To take part in the Golden Drum competition is a privilege that opens the exclusive gateway to the intercontinental selection, awarded with the INTERCONTINENTAL CREATIVE SELECTION 2011 prize.

Intercontinental advertising cup (ICAC or 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. Gold awards

winners enter the competition automatically and free of charge, while all other finalists need only to pay a small service fee. ICAC is a non-profit organization. Second filter. Members of all four continental juries select 5 nominees in 38 categories, thus making a super-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. The 5. Cup will be held on 26th and 27th of January 2012 in Istanbul.

12

#2 /Thursday, OCTOBER 6, 2011

Magnifico, magnificent party maker for Thursday Night His song “Giv mi mani” is one of the most popular songs in New York’ clubs.

Robert Pešut, known as Magnifico, is 24/7 “just” a man who loves to enjoy life with music, but not by coincidence he makes great rock’n’roll.

How do you see partnership between musicians and brands?

Some performers say that with partnership you sell your soul away.

If I am honest, I couldn’t live without projects with brands. It is the same as in sports. If you have big production, you can’t live just with selling your CDs. At the moment music industry is at the crossroad and we still don’t have enough tools and means to monetize our music itself. I don’t want to depend on state, I never did. Maybe it sounds pretentious, but I am more peaceful with myself if I work with brands and companies. But the company must be prepared to invest in my development that we achieve common goal together which brings benefits to them and to me.

If a company wants to have a special project with me, I understand that as respect and its special relationship to my music.

Bottom line that kind of partnerships enhance me that I can make a good music further on.

How do you find companies for such projects?

You have to have a good manager or I have Igor (Arih), you can’t do it by yourself. We are partners with Igor and he knows how to do that business. I would never work with moral not acceptable company, but otherwise I think Slovenia has more prob-

lems with less companies which have time and people to work at such projects. The vision of both partners has to be on the same track, because if we don’t have the same expectations, for sure one of us will be disappointed and I don’t want that. We try to be very open from the beginning of the partnership.

Your latest project with brand was culinary show with leading retail chain in Southeastern

Europe, Mercator. How did that partnership start?

They asked me if I know how to cook. I said yes, I think something I could do. I said I can cook for my band when we practice and I feel like that would mean a lot to my band that I cook for them. And Mercator was happy with the idea. I was very happy to cook for my band. I was cooking ten days ten different dishes.

It was fun for everybody.

#2 /Thursday, OCTOBER 6, 2011

Is there anything in music business that you don’t like?

Of course there are things that you like more and other that you like less. But I don’t even think about them. I love what I do and I am prepared to do a lot to keep it. You have to think about your work all the time.

Yes, of course it is not good if you are in media and on stages all the time, because people will have you enough. Everybody

do that in his or her own style. I like to be at least decent. I don’t want to be all over the place.

Bad hair day is not important when you have to step on the stage. The crowd is like an opponent in football. You can’t be in a bad condition, otherwise they will beat you. It has to be special magic between you and your crowd all the time and this is the special thing that music has.

You helped to build many famous musicians as trio Sestre (Slovenian representatives at Eurosong contest), Sasha The gardener, Katice etc. How you know who has bright future in music and who doesn’t?

There has to be a special moment, inspiration or something else that tells you: that will be a great thing. All those musicians were good by themselves when I met them. We just shaped them, give them a new name, we write the proper song. When Sestre (name of the band in Slovenian means Sisters) came to me, they said we want to go to Eurosong and when I wrote the song for them, I didn’t expect it will be such a great hit. I believed in them, they had this special energy. I can’t rely on anything else than my sense. If I enjoy in my song, there is a potential that somebody else will like it to; but if I don’t like what I do, than there is less chance that somebody else will like it.

13

About Katice: I knew those girls before. They came to my studio and my wife gave them name Katice. I wrote songs for them. I can’t imagine that I would make a musician from somebody who doesn’t know anything about music. I like to help musicians who just need a small push forward, maybe just a new jacket. At the end I have to feel rock’n’roll in the music.

How do you develop you as a musical brand?

I love the most if somebody comes to me with special order.

With that I have aim to do something. When I do something by myself, I constantly ask myself “why I am doing that”. You know Michelangelo did all those things because somebody came and gave him an order. I want to have more fans. At the moment my music is present in 52 countries, but we can go even further. I hope next year I will have new album. But the most important thing is to enjoy what you do.

14

#2 /Thursday, OCTOBER 6, 2011

What the future of digital world will bring?

Jeannette Liendo, global marketing director at Microsoft Corporation, was the first representative of client side of advertising at 18th Golden Drum. Her lecture was about marketing 3.0: new paradigm, new Europe and new agency. What are the drivers that are changing our advertising landscape?

We live every moment in digital and real world. At work, at home, on the way: we learn, party, relax, we do sports with the help of

electronic devices and we do much more. Jeannette said that the most terrible thing today is that a person refuses using the

web. “It’s like being in a glass cube, isolated from others. As if you spoke and no one listens.”

Was one of her quotes. She add-

#2 /Thursday, OCTOBER 6, 2011

ed that when it becomes available again, it feels as if the air becomes fresher. Introducing data from Microsoft research about digital landscape we saw how strong tools are social networks.

They are stronger than instant messenger, blogs, video sites etc. The main reason for instant usage of social networks rooted

in relationships. People want to be in touch with their friends and they are eager to meet new people. Especially meeting new people and finding old friends make a snow ball effect: we want more and more. And more. It is all about feeling that we want to belong. We want to be part of series of communities that we live in from early morning until we fall asleep in front of TV or computer.

But social networks are not strong in all aspects of our life: when we want to have fun, we prefer video sites, when we are looking for second opinion, our primary source of information are message boards, when we want to share knowledge and opinion, we write and read blogs. Jeannette said that the changing landscape is just adapting to our expectations.

We want to be better in business, we want more information, we want to learn more, we want to share our thoughts and ideas not just to our community. We want that our voice is heart.

Microsoft research focused especially in a region of New Europe shows that we expect that digital world will bring us breaking news even faster than TV. The strongest desire of using electronic devices and connecting on the web is an opportunity to learn something new and to develop new skills. For marketers there is great news coming out of the Microsoft research: more than 60% of people are using

15

the web to get free coupons and money off vouchers.

New Europe is the new big opportunity for social networking consumer marketers. Turkey, Poland, Ukraine and Russia are the biggest future spenders in B2B and B2C social networking markets. There is a great positive connection among companies being present in social media and consumers using social media. People who discovered brands via social networking are more inclined to think positively about those companies.

Advertisers from New Europe were happy to hear that people in emerging markets are more incline to adverts than in Western Europe. “It is efficient to use advertising in emerging markets, but we can’t expect the same results in Western Europe, where people believe advertising less and less,� said Jeannette.

At the end she introduced functionality of cloud computing for film Avatar. She showed how important is gathering data and interpreting them in a common sense way: we usually loose ourselves with a great amount of newer and newer data, but we most of the time we can use existing data for communication with consumers. For example production of Avatar 2 will use 61% of existing data in cloud computing tool called Gaia. So, they will save a lot of money but at the same time they will make new content and new opportunities.

16

#2 /Thursday, OCTOBER 6, 2011

Making of: Awards Have you ever wondered how all those fabulous Golden Drum awards are created? Much sought after and representing the pride and joy of every agency or advertiser who has in the last 18 years entered works in the Golden Drum Competition are created by a renowned artist in his small art studio.

Golden Drum Awards are created by a Slovenian artist, Jurij Smole, sculptor and professor at the Academy of Fine Arts and Design at the University of Ljubljana.

The Idea of statue of Nike, Goddess of victory, came from Jure Apih and Meta Dobnikar, founders and creators of Golden Drum Festival. Their idea was a statue in the shape of Movie Academy Oscar that would appropriately complement the profession and its members.

The making of the statue was quick as all three, Jure Apih, Meta Dobnikar and Jurij Smole, a sculptor and professor at the Academy of Fine Arts and Design at the University of Ljubljana, Slovenia, knew to recognise his concept, character and shape. Jurij has made three models of the Award and together, they choose one that was subject to further smoothing and removal of the details.

In less than three weeks, Golden Drum Award was created that in her time changed her appearance very little; it stayed young.

A statue is a form that combines very different conceptual, practical, ergonomic and technical demands that changed and got adapted trough time. The needs and opportunities have narrated the execution of the basic form that were, in the case of Winged Nike (with open wings), especially attractive.

The statue has a clean, ergonomic and symbolic form in which it combines the basic historical idea of advertising (drumming as a form of communication). Different sizes and colours of the polished,

reflective surface express, in a sportsman spirit’s sense, create a distinction among the Awards.

The divine source of Goddess Nike must me the most suitable to the archetypical materialization in a polished bronze that in combination with balanced masses of stone and walnut pedestal and empty space by the statue, properly complements the effort of the awarded author.

About the artist/author

Jurij Smole is a sculptor and professor at the Academy of Fine Arts and Design at the University of Ljubljana, Slovenia. As an avid lover of content and objects from the history of art, especially from Renaissance and Modern Art era, he is strongly connected to everyday objects. He is a collector and maker of things.

He has his luck that he can professionally devote himself to making of things that don’t necessarily have any purpose or meaning, but are at the same time vitally connected with an individual and his transformation. He works with stone and metal, power and forces, destruction and assembly of shards.

#2 /Thursday, OCTOBER 6, 2011

17

18

#2 /Thursday, OCTOBER 6, 2011

MULTI Channel shortlists R - Direct campaigns Entry code

Entry title

Agency

R001G11

The TV Closedown Campaign & The Smallest Campaign

OGILVY & MATHER GMBH

R002G11

The greenest leaflet campaign in the world

AKCIÓ 360 REKLÁMÜGYNÖKSÉG KFT.

R003G11

Give 100 TL Get 125 TL Back

LEO BURNETT ISTANBUL

R008G11

Books Fresheners

VOSKHOD

R012G11

American Rom

BV MCCANN ERICKSON ROMANIA SRL

R020G11

Secrets Behind Paintings

LEO BURNETT SP. Z O.O.

Advertiser/ client

Brand name

Country

Model Makers Fair

AUSTRIA

WWF Hungary

WWF

HUNGARY

Private Pension System

Private Pension System

TURKEY

100 000 Books

RUSSIA

Kandia Dulce

ROM

ROMANIA

PZU S.A. - National Museum in Krakow

National Museum in Krakow

POLAND

S - Digital campaigns Entry code

Entry title

Agency

S010G11

Do It Yourself campaign

OGILVY PRAGUE

S022G11

Secrets Behind Paintings

LEO BURNETT SP. Z O.O.

S027G11

Rediscover Romania

S028G11

Advertiser/ client

Brand name

Country

Ford

CZECH REPUBLIC

PZU S.A. - National Museum in Krakow

National Museum in Krakow

POLAND

ILEO MARKETING INTERACTIV

Petrom SA

Petrom

ROMANIA

Lira's World Cup Story

VCCP

Nike Germany

Nike

CZECH REPUBLIC

S029G11

Vodafone Wedding

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

S030G11

Vodafone Cerebel

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

T - Events Entry code

Entry title

Agency

Advertiser/client

Brand name

Country

T77002G11

Give 100 TL Get 125 TL Back

LEO BURNETT - ISTANBUL

Private Pension System

Private Pension System

TURKEY

T77004G11

TBC Bank Deposits

WINDFOR'S ADVERTISING

TBC Bank

GEORGIA

T78002G11

Women For Sale

SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV

Atzum

ISRAEL

T78003G11

Aids Task Force - The "Get Tested" Project

SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV

Aids Task Force

ISRAEL

Audiodescription Foundation – charity helping the blind to participate in art.

POLAND

Vodafone

ROMANIA

T78004G11

Art Never Seen

DDB WARSZAWA SP. Z O.O.

Audiodescription Foundation – charity helping the blind to participate in art.

U81008G11

The Wedding

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

#2 /Thursday, OCTOBER 6, 2011

U - Public relations Entry code

Entry title

Agency

U81002G11

Do It Yourself campaign

U81003G11

Advertiser/client

Brand name

Country

OGILVY PRAGUE

Ford

CZECH REPUBLIC

Money Rain

VOSKHOD

Rehau

RUSSIA

U81005G11

BPG "Fake It All"

LEO BURNETT MENA

Brand Protection Group

Anti - Counterfeit

LEBANON

U81009G11

Vodafone Chivu

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

U82001G11

Lucky Puck

WIKTOR LEO BURNETT

Orange Slovensko, a.s.

Orange Slovensko

SLOVAK REPUBLIC

U84001G11

Give 100 TL Get 125 TL Back

LEO BURNETT ISTANBUL

Private Pension System

Private Pension System

TURKEY

U84005G11

Art Never Seen

DDB WARSZAWA SP. Z O.O.

Audiodescription Foundation – charity helping the blind to participate in art.

Audiodescription Foundation – charity helping the blind to participate in art.

POLAND

U86001G11

Bank vs Actor. The advertisingdrama thriller with fantasy elements

R&I GROUP

SKB bank

SKB bank

RUSSIA

U86003G11

Aids Task Force - The "Get Tested" Project

SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV

Aids Task Force

ISRAEL

U86004G11

TBC Bank Deposits

WINDFOR'S ADVERTISING

TBC Bank

GEORGIA

U86009G11

American Rom

BV MCCANN ERICKSON ROMANIA SRL

Rom

ROMANIA

Kandia Dulce

V - Innovative campaign Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

V001G11

The TV Closedown Campaign & The Smallest Campaign

OGILVY & MATHER GMBH

Reed Messe Wien

Vienna Model Makers Fair

AUSTRIA

V002G11

The greenest leaflet campaign in the world

AKCIÓ 360 REKLÁMÜGYNÖKSÉG KFT.

WWF Hungary

WWF

HUNGARY

V009G11

Books Fresheners

VOSKHOD

100 000 Books

RUSSIA

V015G11

Everyone Saves For Something

DDB BUDAPEST

McDonald's

HUNGARY

V018G11

Turkcell Tweet

RABARBA

Turkcell

TURKEY

V019G11

Secrets Behind Paintings

LEO BURNETT SP. Z O.O.

PZU S.A. - National Museum in Krakow

National Museum in Krakow

POLAND

V023G11

Got2B Prankish Photo-Booth

KIJJAA! DIGITAL MIRACLES

Schwarzkopf

Got2B Glued

RUSSIA

McDonald's Hungary

DAILY NEWS, October 2011 Published by: Golden Drum Festival, design: Pristop, d.o.o., production: Medijski partner d.o.o., editor: Anja Hren, texts: Vesna Stanić, Anja Hren, photo: Bojan Šverko, Tanja Ristič printing: Tiskarna knjigoveznica Radovljica

19

Medijski partner d.d., Gosposvetska 10, 1000 Ljubljana

â€