18th Golden Drum Daily News 4/4

DailyNews OFFICIAL MAGAZINE THE 18 GOLDEN DRUM INTERNATIONAL ADVERTISING FESTIVAL OF

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#4 /Saturday, OCTOBER 8, 2011

Saturday/ October 8, 2011

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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

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91%

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#4 /Saturday, OCTOBER 8, 2011

Saturday, October 8 KODAK HALL 10.00 McCann Worldgroup Panel: 125 Years of New Thinking

with Francesco Cibò, Creative Excellence Manager Coca-Cola Central & Southern Europe, Gustavo Martinez, President McCann WorldGroup Europe, Milka Pogliani, Chairman and Executive Creative Director McCann WorldGroup Italy, Creative Advisor McCann New Europe

11.00 10 Ways for One million returns

Farid Chehab, Honorary Chairman and Advisor to the Board Leo Burnett MENA, Nicola Novellone, Chairman & CEO, Leo Burnett CEE

12.00 Creating a Culture for Entrepreneurs

Peter Sherman, CEO BBDO Europe, Middle East & Africa

13.00 The Gunn Report

Emma Wilkie, Managing Director, The Gunn Report Ltd

15.00 An Instant World of Difference!

What happens when global brands collide with regional culture.

Elliot Polak, Founder and CEO, Textappeal

15.45 Three things to keep you up at night: How policy makers put marketing budgets at risk… and what you should do about it Malte Lohan, Director of Public Affairs, World Federation of Advertisers

16.30 Closing debate: Meet the Golden Drum Jury Presidents

moderated by Janez Rakušček, Executive Creative Director, Luna\TBWA, Slovenia guests: Matias Palm-Jensen, Chief Innovation Officer, EMEA, McCann WorldGroup, Stefan Schmidt, Creative at Large/ Chief Creative Officer, TBWA\Europe, Tomasz Pirc, Director of Usability and Information Design, Innovatif / Futura Group, Slovenia

MEDITERANEA HALL

20.30 Golden Drum Multi Channel Awards Ceremony and Festival Closing Gala

09.00 Golden Drum Competition:

EMERALD HALL

Screening of Multi Channel Finalists

09.30 Festival of Festivals:

15.30 Workshop: Scienosophy of Innovativity

ADC*E 2011 – Screening of Winners

10.30 Festival of Festivals:

Screening of Entries

11.00 Golden Drum Competition:

Almir Flisar, Concept Creator, DreamEthic Change, Slovenia

ICAC The Cup 2010 – Screening of Winners

12.00 Tomorrow’s creatives – what inspires and motivates them?

Peter Kamstedt, Program Director, Berghs School of Communication, Sweden

? y t r a P to Where R & GRAND A H IANO B ACE, G R R E 22:30 P T N or) TH GARDE (11 Flo in d r a n r Be rty Gala Pa n e d l o G

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Invitation to the 19th Golden Drum Festival Hope you have had a wonderful time here in Portorož and that you have experienced and enjoyed “New Europe New Thinking” this year. I hope that you will join us again next year, at the 19th Golden Drum Festival that will be held from October 3-6, 2012 at the Grand Hotel Bernardin, Portorož, Slovenia. We promise to continue taking the festival forward by being modern, different, innovative, relevant and engaging.

See you next year!

Barbara Krajnc Executive Director of the Golden Drum Festival

#4 /Saturday, OCTOBER 8, 2011

Ideas worth marketing Petteri Kilpinen, the Vice President of Innovation at TBWA\Europe and CEO and Chairman of TBWA\ Helsinki gave a lecture about ideas that are worth marketing and why the ad industry won’t be the same again. Kilpinen which is a radical and passionate innovator of the ad industry is challenging the old way of doing and selling creative work. In his mind creativity should be retargeted at new platforms and places, to achieve its full potential: we are in the business of inspiring the audience, not filling media space.

He pointed that we can not divide people into target groups any more. Globally people with same interests and values have much more in common than habitants of a certain village. It is not about targeting you have to activate people on different basis. Another main point of his lecture was about doing great products. He told a story about how Steve Jobs once called CEO of Nike and told him they have to stop producing “crap” products if they want to succeed. Companies should only

Fad or Fab? Evaluating New Opportunities in Digital Media Mark Husak, director of Media and Digital Development in Europe for brand, media and communications research agency Millward Brown had a lecture on Friday afternoon. Digital marketers want to benefit from new platforms that can extend the reach and impact of their advertising campaigns.

Mobile devices, gaming platforms, e-readers, social networks, music downloading applications and

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produce stuff they are all proud of. You have to love what you do and put your heart in it. The rest will follow.

many more all provide opportunities for digital media marketers . But there are many challengers to overcome to ensure that use of the platform helps impact a campaign positively instead of negatively. Without infinite resource and budget, digital marketers will want to choose which platforms to invest in.

Using branded examples and a growing body of knowledge/research into measuring the impact and effectiveness of campaigns on multiple digital platforms around the world Husak build a framework that provides practical advice on what critical questions marketers should ask before they engage with new platforms and address the issue of what happens when new platforms become old news. Within this framework, he demonstrated the impact, effectiveness and challenges of advertising on new digital platforms with specific case studies including BT Vision’s ad campaign on Spotify which worked particularly well for men and under 25’s, Smirnoff’s Be There campaign augmented with Time Out’s iPhone app, WebTV’s research into understanding the role of online television advertising, and WFA’s groundbreaking work to understand the value of a fan page in the social networking environment.

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#4 /Saturday, OCTOBER 8, 2011

The origin of great ideas We don’t have classical audiences any more. We are a brand because of our story. These are two sentences from Fernando Vega Olmos lecture. He is one of the most iconic personas in advertising from Buenos Aires to Madrid – his two home towns.

He pointed out how important it is to create great idea. His main job is to find talented people all over the world. At his lecture “Where does good ideas come from?” he introduced several communication campaigns which really impressed the crowd at 18th Golden Drum.

#4 /Saturday, OCTOBER 8, 2011

Red Cross Mexico created a campaign “You can keep us going”. People didn’t donate with putting the money into donation boxes, but there were little automobiles and trucks of Red Cross designed as coin machines for children. The campaign created something that make people could truly participate. Thinking about on-line or off-line advertising activities is not important.

Campaigns have to function on every screen. People don’t want to think about if they have a proper screen to participate, they just want to join a great movement.

Fernando introduced Macy’s Christmas campaign called “Yes, Virginia”. Virtual girl Virginia virtually kidnapped Christmas.

She was most wanted that Santa himself. She was starring guest in TV and radio shows, she had her own short TV shows in Mancy’s shop all over the US. At the end of the day people care about touchy ideas, said Fernando. Usually the greatest ideas are lying near us, we only need to pick them up.

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#4 /Saturday, OCTOBER 8, 2011

Big screen for big ideas and big awards

#4 /Saturday, OCTOBER 8, 2011

The 18th Golden Drum Festival motto »New Europe New Thinking« was also incorporated in this year’s festival production as in all segments. Festival producer Studio 37 from Ljubljana has yet again proven to be a leader and innovator in the field of festival production, also showcasing the impressive 35m x 5m sized screen for production of award winning ceremony in the Kodak Hall. The screen and HD projection system were custom engineered for this occasion and had their true premiere during the Single Channel Awards Ceremony. Due to its complexity, this year’s event production required a skilful team that successfully responded to numerous challenges and obstacles.

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#4 /Saturday, OCTOBER 8, 2011

Golden Drum Single Channel Awards Ceremony 34 Silver Drums, 27 Golden Drums and 8 Grand Prix Awards were presented to the best works entered this year in the Single Channel, Groups A-H.

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Welcome Party with Magnifico in Concert

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#4 /Saturday, OCTOBER 8, 2011

Golden Drum’s weekly

column

How to win pitches for sure!

If you want to win pitches, it’s not only about the work that you make. Yes, of course, it should be like that, but most agencies make all the same crap. So, you cannot really speak about ideas that stand out from the rest. That’s why you have to do something else to win a new client for your agency.

First: what not to do?

Please don’t present your own fabricated consumer panel test that ‘proves’ that your ideas really are going to work. Then you are lying to the client. Please also do not send the client to a brothel on your costs to get his business. You can better use that money to fuck yourself.

If you win the pitch only because the client is somebody who knows your sister from Bled Business School, then the client is giving the pitch away.

That’s fooling the other agencies who are also pitching.

Anyway, all those kinds of cheap tricks are coming from a pitch project agency team who are living on Red Bull and who want to win whatever it takes.

But what a misery if time after time each pitch fails.

I will tell you how I win a lot of pitches. I only need the names of the people from the client company who will join the presentation. Then I call a private investigator to check them out for a couple of days.

Who are they and what are they doing? Do they listen to Metallica or Beethoven? Are they beer drink-

Martin Mol Owner/Creative Director MolConcepts

ers or do they prefer wine? Do they bike or drive a car? Married or divorced? Kids or a dog? I want to know whatever might be interesting.

This means that, when we do the pitch presentation, I know those people better than my own neighbours. I tell them who they are and what they like. That’s more than enough to win those people for me. Of course, they ask me afterwards: how did I know all of this?

“That’s easy”, I tell them, “because of excellent target group analysis and because I’m really interested in you”.

I never gave away this trick, but now I did. Good luck next time!

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 https://www.facebook. com/GoldenDrumFestival and www.goldendrum.com.

#4 /Saturday, OCTOBER 8, 2011

awards 2011 Golden Rose - The Award for the best Agency of New Europe Agency

Points

1

BV MCCANN ERICKSON ROMANIA SRL

93

2

LEO BURNETT SP. Z O.O.

71

3

DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH

52

4

OGILVY PRAGUE

42

5

DDB&CO.

39

Golden Net - The Award for the Agency Network of New Europe Agency network

Points

1

LEO BURNETT

133

2

OGILVY

119

3

McCANN ERICKSON

107

4

DDB

63

5

YOUNG & RUBICAM

44

Brand Grand Prix Agency

Points

1

Vodafone

60

2

National Museum in Krakow

41

3

Rom

33

4

Bank Forum

32

5

100 000 Books

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Virtuoso awards (Single channel) Best Cinematography for director of photography of the best film clip Jiri Malek, Mischa Rozema Year Zero / OFFF Barcelona 2011 Savage, Czech Republic

Best Illustration for author of best illustration Paulo Garcia for series Aspirin Before & After Bride, Driver and Employee BBDO Russia Group, Russia

Golden Watch Award Secrets Behind Paintings LEO BURNETT SP. Z O.O. PZU S.A. - National Museum in Krakow POLAND

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#4 /Saturday, OCTOBER 8, 2011

Multi channel Awards Group Q - Integrated communication campaigns Grand Prix Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

Q029G11

American Rom

BV MCCANN ERICKSON ROMANIA SRL

Kandia Dulce

Rom

ROMANIA

McCANN ERICKSON

Golden Drum Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

Q029G11

American Rom

BV MCCANN ERICKSON ROMANIA SRL

Kandia Dulce

Rom

ROMANIA

McCANN ERICKSON

Q013G11

Do It Yourself campaign

OGILVY PRAGUE

Ford

CZECH REPUBLIC

OGILVY

Q043G11

Secrets Behind Paintings

LEO BURNETT SP. Z O.O.

PZU S.A. - National Museum in Krakow

National Museum in Krakow

POLAND

LEO BURNETT

Silver Drum Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

Q035G11

BPG "Fake It All"

LEO BURNETT MENA

Brand Protection Group

Anti - Counterfeit

LEBANON

LEO BURNETT

Q054G11

The Wedding

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

McCANN ERICKSON

Group R - Direct campaigns Grand Prix Entry code

Entry title

Agency

Advertiser/client

Brand name

Country

Agency network

R020G11

Secrets Behind Paintings

LEO BURNETT SP. Z O.O.

PZU S.A. - National Museum in Krakow

National Museum in Krakow

POLAND

LEO BURNETT

Golden Drum Entry code

Entry title

Agency

Advertiser/client

Brand name

Country

Agency network

R020G11

Secrets Behind Paintings

LEO BURNETT SP. Z O.O.

PZU S.A. - National Museum in Krakow

National Museum in Krakow

POLAND

LEO BURNETT

Silver Drum Entry code

Entry title

Agency

Advertiser/client

Brand name

Country

Agency network

R002G11

The greenest leaflet campaign in the world

AKCIÓ 360 REKLÁMÜGYNÖKSÉG KFT.

WWF Hungary

WWF

HUNGARY

Independent agency

R012G11

American Rom

BV MCCANN ERICKSON ROMANIA SRL

Kandia Dulce

ROM

ROMANIA

McCANN ERICKSON

#4 /Saturday, OCTOBER 8, 2011

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Group S - Digital campaigns Grand Prix Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

S030G11

Vodafone Cerebel

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

McCANN ERICKSON

Golden Drum Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

S030G11

Vodafone Cerebel

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

McCANN ERICKSON

S029G11

Vodafone Wedding

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

McCANN ERICKSON

Silver Drum Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

S022G11

Secrets Behind Paintings

LEO BURNETT SP. Z O.O.

PZU S.A. - National Museum in Krakow

National Museum in Krakow

POLAND

LEO BURNETT

Group T - Events Grand Prix Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

U81008G11

The Wedding

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

McCANN ERICKSON

Golden Drum Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

U81008G11

The Wedding

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

McCANN ERICKSON

T78004G11

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

DDB

Silver Drum Entry code

Entry title

Agency

T77004G11

TBC Bank Deposits

WINDFOR'S ADVERTISING

Advertiser/ client

Brand name

Country

Agency network

TBC Bank

GEORGIA

Independent agency

18

#4 /Saturday, OCTOBER 8, 2011

Group U - Public relations Grand Prix Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

U81009G11

Vodafone Chivu

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

McCANN ERICKSON

Golden Drum Entry code

Entry title

Agency

Advertiser/ client

Brand name

Country

Agency network

U81009G11

Vodafone Chivu

BV MCCANN ERICKSON ROMANIA SRL

Vodafone Romania

Vodafone

ROMANIA

McCANN ERICKSON

U86009G11

American Rom

BV MCCANN ERICKSON ROMANIA SRL

Kandia Dulce

Rom

ROMANIA

McCANN ERICKSON

Advertiser/ client

Brand name

Country

Agency network

Ford

CZECH REPUBLIC

OGILVY

Silver Drum Entry code

Entry title

Agency

U81002G11

Do It Yourself campaign

OGILVY PRAGUE

U81005G11

BPG "Fake It All"

LEO BURNETT MENA

Brand Protection Group

Anti - Counterfeit

LEBANON

LEO BURNETT

U82001G11

Lucky Puck

WIKTOR LEO BURNETT

Orange Slovensko, a.s.

Orange Slovensko

SLOVAK REPUBLIC

LEO BURNETT

U84001G11

Give 100 TL Get 125 TL Back

LEO BURNETT ISTANBUL

Private Pension System

Private Pension System

TURKEY

LEO BURNETT

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

DDB

U86004G11

TBC Bank Deposits

WINDFOR'S ADVERTISING

TBC Bank

GEORGIA

Independent agency

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

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Group V - Innovative campaigns Grand Prix Entry code

Entry title

Agency

V018G11

Turkcell Tweet

RABARBA

Advertiser/ client

Brand name

Country

Agency network

Turkcell

TURKEY

Independent agency

Brand name

Country

Agency network

Turkcell

TURKEY

Independent agency

National Museum in Krakow

POLAND

LEO BURNETT

Golden Drum Entry code

Entry title

Agency

V018G11

Turkcell Tweet

RABARBA

V019G11

Secrets Behind Paintings

LEO BURNETT SP. Z O.O.

Advertiser/ client

PZU S.A. - National Museum in Krakow

e s o h t w o n k t a You h t s d a t o a t t g re n a w t s you ju f rom f f o p ? i r e n i z a g a m the everything about advertising