EuBea Magazine 2009 by ADC Group

Società Editrice ADC Group srl, via Fra Luca Pacioli, 3 Milano • Direttore Responsabile: Salvatore Sagone - www.besteventawards.com Redazione e pubblicità: via Fra Luca Pacioli, 3 Milano - e20@adcgroup.it - Fotolito e stampa: Lasergrafica Polver srl Milano

ALL THE WINNERS 2009

‘THE BIGGEST CONCERT IN THE WORLD’ BY JUNG VON MATT/RELATIONS GMBH WINS THE EUROPEAN BEST EVENT AWARD 2009

Af EUBEA DREAMS 2.ai

3/11/09

15:27:13

CMY

FIRST PRIZE as PUBLIC EVENT (togheter with the organizer: Global Events) SECOND PRIZE as USE OF SPACE/ENVIRONMENT/SETTING (togheter with the organizer: Global Events) THIRD PRIZE as EUROPEAN BEST EVENT COMPANY : Global Dreams

EUBEA 2009

4 The Prize.

The fourth edition of Eubea 2009 by ADC Group

6 8 The jury

EuBea 2009 Winners List

Presentation of the EuBea jurors and their opinions regarding the awards

13 First prize

'The biggest concert in the world': low budget, big event

14 Second and third prizes 'Together.Really.Good.' 'Ratp Destination Musique'

15 All the winners

Awards by event type, by technical excellence and special awards

A barometer of the European events industry The EuBea 2009 was not born under a lucky star: the events that qualified for this year’s awards took place during the worst point of this economic crisis - from July 2008 to June 2009. Despite this, we decided to go ahead and once again reward the European industry. As a result we had a fantastic response - 68 entries from 9 different countries such as Portugal, Spain, France, Italy, Germany, Switzerland, Denmark, Sweden and Belgium. We did experience a 30% drop in entries for 2009 but taking into consideration the economic downturn, it confirms that the awards have an excellent reputation across Europe and that agencies want to be a part of the Beas.

This year’s edition has been important so that we can monitor the business situation across Europe and understand the trends from each country. According to those agencies that entered, the downturn has forced event strategies to be more creative and use lower budgets. Certain event types such as educational and training have suffered more than others. Following a year that has seen many agencies across Europe close and corporate event budgets slashed, the European events industry is facing up to the fact that nothing will be the same again. Will the future be bright for those European event agencies that have weathered the storm? Let’s find it out in the European Best Event Awards 2010. Salvatore Sagone chairman ADC Group

ART DIRECTION

EDITOR

Davide Lopopolo, Loredana Cattabriga davide.lopopolo@fastwebnet.it

Salvatore Sagone salvatore.sagone@adcgroup.it

EDITORIAL COORDINATOR

Marina Bellantoni marina.bellantoni@adcgroup.it

Lasergrafica Polver via Kramer, 17/19 - 20129 Milano

EDITORIAL STAFF

www.besteventawards.com

Chiara Pozzoli chiara.pozzoli@adcgroup.it Ilaria Myr, Laura Marongiu

e20© MAGAZINE

EDITORIAL ASSISTANT

supplement 1 n° 46 nov-dec 2009 reg. trib. di Milano n° 530, 24/09/2003

SALES DIRECTOR

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ADC Group srl presidente: SALVATORE SAGONE, amm. del.: GIULIO BORTOLUSSI Red. e pubbl.: via Fra Luca Pacioli, 3 - 20144 Milano tel: +39 02 83102315/6 Fax: +39 02 36592735 e20@adcgroup.it Sede legale: via Freguglia, 2 - 20122 Milano Printing: november 2009

EUBEA 2009 [the prize]

ILARIA MYR

Europe of events SIXTY-EIGHT WORKS FROM NINE EUROPEAN COUNTRIES, TWENTY-NINE SHORT-LISTED PROJECTS AND TWENTY-ONE AWARDED PRIZES: THESE ARE FIGURES FROM EUBEA 2009 THAT CROWNED A LOW BUDGET GERMAN EVENT BUT SHOWED MANY WORKS WORTH MORE THAN ONE MILLION EURO. THIS IS A CLEAR INDICATION THAT THE STILL PERMANENT CRISIS HAS NOT STOPPED THE MARKET. AND THAT GOOD QUALITY EVENTS NEVER DIE.

European Best Event Awards was born three years ago (2006), as the first prize dedicated to excellence in events, conceived by ADC Group publishing house. The Milanese publishing group first perceived the importance of events in modern communication’s strategies and created a real ‘system’ around this tool made up by the monthly e20, e20express web site (www.e20express.it) and Best Event Awards, initially dedicated to the Italian scenario (2004) to be later on extended to the European market, each with dedicated rewards shared out in prizes assigned per typology, technical excellence and special prizes. The fourth edition take place in a downward trend moment for the global economy and communication sector, which is often affected by budget reductions in

[ EUBEA 2009 ]

[ EVENTS BY BUDGET ]

Budget Up to euro 50.000 (low budget) From euro 50.000 to euro 100.000 From euro 100.000 to euro 200.000 From euro 200.000 to euro 300.000 From euro 300.000 to euro 400.000 From euro 400.000 to euro 500.000 From euro 500.000 to euro 1.000.000 More than euro 1.000.000 Total entries EuBea

Total entries 5 5 9 10 7 6 6 20 68

public and private companies. Despite this slowdown, its remarkable figures and 68 registered events offer a good overview of the European market. The jury was composed by 15 company professionals, media and associations operating in the sector and was chaired by Christoph Tessmar, congress manager Sanofi-Aventis in Spain. Other jurors come from European Event Roi Institute, Chelsea Football Club (London), Siemens (Germany), Eni (Italy) and Dior (Portugal) realities, only to mention a few. The panel met on 1st October last at Palazzo Affari ai Giureconsulti in Milan, under the direction of ADC Group Events’ Division to evaluate works submitted by agencies and companies from nine Old Continent countries. Market variety and diversification were well represented by 17 categories. Among these, the most popular was ‘Product/Service Launch’: ten registrations of which seven short-listed. ‘Celebration/Festivity’ was well populated with nine registrations and four short-listed as well as ‘Roadshow’ (seven, with one short-listed only). Interesting data also came out from single events’ budget. In fact, in spite of the crisis, investments of more than one million Euro are still dominant, with 20 works worth this amount. Less intermediate budget and increased upturn for events between 300,000 and 200,000 Euro. Lastly, very few low budget events: only five below 50,000 Euro. But this last category boasts the winner

www.besteventawards.com

EUBEA 2009

www.besteventawards.com

The jurors of the EuBea 2009 (Milan, 1st October). The fourth edition of the European prize took place on 26th November 2009

(Audio/Video/Lighting Production, Creative Idea, Direction, Location/Setting, Media Mix, Press Notoriety/Return, Staging/Set Design) and two special awards (Technological Innovation, Use of Space/Environment/Setting). Last but not least, European Best Event Agency and European Best Event Company awards.

[ EVENTS BY TYPE ] [ EUBEA 2009 ]

of 2009 EuBea edition: ‘The biggest concert in the world’, created by Jung von Matt/relations GmbH for the Hamburg Philharmonic Orchestra. The German agency conceived a big musical kermesse in 50 different locations in Hamburg, with an orchestra of 100 musicians playing a symphony at the same time and following their director in real time on a screen in front of them. An event arousing great interest and triumphing over 27 short-listed, that also won the first prize in ‘Musical Events’. An ‘Internal Company Event’ stepped up the podium as second classified: ‘Together.Really.Good.’, created by agency concept X Strategische Kommunikation GmbH for Finanz Informatik GmbH & Co. KG, to celebrate the merger of the two companies. The concept of union was the evening star in Frankfurt Fair. The third classified ‘Ratp Destination Musique’ was a ‘Web Event/Media Event’ from French Magic Garden Agency. The event created for the Parisian transport company Ratp gave the floor to singer Keziah Jones, who had his musical debut in the underground, and delighted Parisian commuters with live concerts. A web competition prolonged people involvement. In addition to the first three, a prize was also assigned to events falling in 10 different typologies. Moreover, seven awards for technical excellence

[the prize]

Event type Total entries BtoB Event 3 9 Celebration/Festivity Congress/Convention 2 Cultural Event 4 Educational/Training Event 1 Event for Non Profit/Social Organization 1 2 Fair Incentive/Team Building 3 6 Internal Company Event/Company Convention Low Budget Event 1 Musical Event 5 10 Product/Service Launch Public Event 6 Roadshow 7 2 Sports Event 4 Unconventional Event Web Event/Media Event 2 TOTAL 68

In short list 0 4 0 0 0 1 1 0 3 1 1 7 5 1 1 3 2 29

FIRST PRIZE

The biggest concert in the world Organizer: Jung von Matt/relations GmbH Client: Landesbetriebe Philharmonische Orchester Hamburg Event type: Low Budget Event Country: Germany

SECOND PRIZE

Together.Really.Good. Organizer: concept X Strategische Kommunikation GmbH Client: Finanz Informatik GmbH & Co. KG Event type: Internal Company Event/Company Convention Country: Germany

THIRD PRIZE

Ratp Destination Musique Organizer: Magic Garden Agency Client: Ratp (Parisian transportation company) Event type: Web Event/Media Event Country: France

THIRD PRIZE

AWARDS BY EVENT TYPE

CELEBRATION/FESTIVITY FIRST PRIZE The Italian Espresso Experience Organizer: Promoconvention Client: Lavazza Country: Italy

SECOND PRIZE Gifas. 100 years of the French aerospace industry Organizer: Magic Garden Agency Client: Gifas, the French Aerospace industries association Country: France

THIRD PRIZE International Opening Event for the 2009 Hanover Trade Fair Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Deutsche Messe AG Country: Germany

EVENT FOR NON PROFIT/SOCIAL ORGANIZATION FIRST PRIZE Happy Smurfday Eurotour 2008 Organizer: Twins | Events & PR Client: Imps Country: Belgium

FAIR

FIRST PRIZE BTO - Buy Tourism Online Organizer: BTO - Buy Tourism Online Client: Regione Toscana, Cciaa Firenze, Fcb, Tp Country: Italy

INTERNAL COMPANY EVENT/COMPANY CONVENTION FIRST PRIZE Together.Really.Good.

Organizer: concept X Strategische Kommunikation GmbH Client: Finanz Informatik GmbH & Co. KG Country: Germany

SECOND PRIZE 2008 Global Gold Incentive - Talk About It! Organizer: Creo International Events, Communication & Incentive Agency Client: Oriflame Natural Swedish Cosmetics Country: Italy

MUSICAL EVENT

FIRST PRIZE The biggest concert in the world Organizer: Jung von Matt/relations GmbH Client: Landesbetriebe Philharmonische Orchester Hamburg Country: Germany

PRODUCT/SERVICE LAUNCH FIRST PRIZE The :place

Organizer: Jung von Matt/relations GmbH Client: Daimler AG / Mercedes-Benz Cars Country: Germany

SECOND PRIZE Folletto Experience Organizer: Durat Prina Rossi & Associati Client: Vorwerk Folletto Country: Italy

Club Coke 2009: the 5th limited edition for the nightlife channel Organizer: Magic Garden Agency Client: Coca-Cola Country: France

PUBLIC EVENT FIRST PRIZE Dreams2

Organizer: Global Events Client: Global Dreams Country: Spain

SECOND PRIZE Tui Cruises ‘Mein Schiff’ christening Organizer: Nest one GmbH Client: Tui Cruises GmbH Country: Germany

THIRD PRIZE Venice Carnival ‘Sensation: 6 senses for 6 sestieri’ Organizer: K-events Client: Venezia Marketing & Eventi Country: Italy

ROADSHOW

FIRST PRIZE Status Simple Tour Organizer: Promoconvention Client: Fiat Country: Italy

UNCONVENTIONAL EVENT FIRST PRIZE Glamarathon by Hansaplast Organizer: Piano B Client: Hansaplast Country: Italy

EUROPEAN BEA 2009 [the winners]

WEB EVENT/MEDIA EVENT FIRST PRIZE Ratp Destination Musique

Organizer: Magic Garden Agency Client: Ratp (Parisian transportation company) Country: France

SECOND PRIZE Trust Project Organizer: Intesa Sanpaolo/Casta Diva Pictures Client: Intesa Sanpaolo Country: Italy

AWARDS BY EXCELLENCE AUDIO/VIDEO/LIGHTING PRODUCTION FIRST PRIZE Magic Oceans

Organizer: circ gmbh & co. kg Client: Autostadt GmbH Event type: Public Event Country: Germany

SECOND PRIZE Lipton Tea Presentation Organizer: Global Events Client: Unilever Event type: Product/Service Launch Country: Spain

CEATIVE IDEA

FIRST PRIZE International Opening Ceremony CeBIT 2009 Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Deutsche Messe AG Event type: Celebration/Festivity Country: Germany

DIRECTION

FIRST PRIZE Opening Ceremony XVI Mediterranean Games Organizer: K-events Client: Comitato Organizzatore dei XVI Giochi del Mediterraneo Event type: Public Event Country: Italy

LOCATION/SETTING

FIRST PRIZE Nespresso Citiz Trade Event 2009

EUROPEAN BEST EVENT COMPANY

Organizer: Vok Dams Gruppe Client: Nespresso Deutschland GmbH Event type: Product/Service Launch Country: Germany

Landesbetriebe Philharmonische Orchester Hamburg - Germany

SECOND PRIZE The Alpha Take Off

FIRST PRIZE

SECOND PRIZE Finanz Informatik GmbH & Co. KG – Germany

THIRD PRIZE

Organizer: Welcome Event Marketing Client: Grundfos Event type: Product/Service Launch Country: Denmark

Global Dreams - Spain

MEDIA MIX

Organizer: concept X Strategische Kommunikation GmbH Client: Finanz Informatik GmbH & Co. KG Event type: Internal Company Event/Company Convention Country: Germany

FIRST PRIZE Diesel, Block Party Only The Brave Organizer: Magic Garden Agency Client: L’Oréal Luxe Event type: Unconventional Event Country: France

NOTORIETY/PRESS RETURN FIRST PRIZE El precio lo pones tú

Organizer: Action4 Ativism Client: Worten Event type: Product/Service Launch Country: Portugal

STAGING/SET DESIGN FIRST PRIZE Fidelidade Mundial Gala

Organizer: Desafio Global ativism Client: Fidelidade Mundial Event type: Internal Company Event/Company Convention Country: Portugal

SPECIAL AWARDS

EUROPEAN BEST EVENT AGENCY FIRST PRIZE

Jung von Matt/relations GmbH Germany

SECOND PRIZE Magic Garden Agency - France

THIRD PRIZE concept X Strategische Kommunikation GmbH - Germany

TECHNOLOGICAL INNOVATION FIRST PRIZE Together.Really.Good.

SECOND PRIZE International Opening Ceremony CeBIT 2009 Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Deutsche Messe AG Event type: Celebration/Festivity Country: Germany

THIRD PRIZE International Opening Event for the 2009 Hanover Trade Fair Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Deutsche Messe AG Event type: Celebration/Festivity Country: Germany

USE OF SPACE/ENVIRONMENT/SETTING FIRST PRIZE (EX AEQUO) Refrigiwear Luxury Snowroom

Organizer: Alphaomega Client: Sixty Group Event type: Unconventional Event Country: Italy

SECOND PRIZE (EX AEQUO) Dreams2 Organizer: Global Events Client: Global Dreams Event type: Public Event Country: Spain

EUBEA 2009 [the jury]

Sharing experience PRESIDENT OF THE JURY IN THIS EDITION OF EUROPEAN BEST EVENT AWARDS, CHRISTOPH TESSMAR, CONGRESS MANAGER SANOFI-AVENTIS IN SPAIN, SEES IN THESE AWARDS A GREAT CHANCE FOR EUROPEAN EVENTS MARKET. THAT, EVEN SUFFERING FROM CRISIS, DID THIS YEAR A VERY GOOD WORK, WITH A HIGH LEVEL OF CREATIVITY AND IMPORTANT TECHNICAL INNOVATION.

How do you judge your experience as president of the European jury?

What do you think about creativity of the projects you saw?

I am very honoured to have been proposed to chair a jury of such a high level composed by great professionals of this sector. It was interesting to lead a lot of open discussions during the judging sessions. I could never imagine that this position has so many responsibility and forces to take a few very important decisions. The EuBea awards are very important for the industry and allow agencies all across Europe to show their activity.

I saw very interesting projects with a high level of creativity and technical innovation. It is great to see so much diversity across Europe. I am proud to be part of the event industry where it continues existing many creativity and new ideas.

Christoph Tessmar was born in Heidelberg (Germany) on 3rd of May 1964. After his education he started the professional career (always in the pharmaceutical industry) in Boehringer Mannheim as area manager for some countries in South America. In January 1990 he moved to Boehringer Mannheim in Barcelona where he started with organization of some events and congresses. In 1999 he joined Sanofi-Aventis Spain as congress manager; he is in charge of all the events of the company (national and international congresses, product presentations, symposia, sales conventions and booth design) nearly 500 events per year. His hobbies are soccer, opera and cinema.

Congratulations to ‘The biggest concert in the world’. This event is the deserved winner. It stands out for his originality and has an important component of emotion and comes to the people. The plus is a new and very different idea and it was organized with a low budget. Is the crisis influence evident in the typologies, creativity and realisation of the events registered to the awards?

Without any doubt the crisis is influencing the sector of the events. There is less available budget for the events for what the organizers must do a major effort in creativity and especially in negotiations with the suppliers. Nevertheless we saw enough events with important budgets and the creativity has been high enough. e

[ CHRISTOPH TESSMAR ]

[ WHO IS ]

What do you think about the winning event (‘The biggest concert in the world’ from Jung von Matt/relations GmbH)? What is in your opinion the plus of this event?

www.besteventawards.com

EUBEA 2009 [the jury]

JOSÉ AGUAROD Partner and International Director Grupo Eventoplus - Spain

FLAVIO AMBROSINI Member of the Italian Trade Association Consulta degli Eventi - Italy

ANDER BILBAO President - Club para la Excelencia - Spain

SANDRINE CHRISTON General coordinator ANAé - France

Aguarod attended university in Barcelona, Frankfurt and Keele (UK). He worked for over 8 years in different European countries and founded Grupo Eventoplus in year 2000, the largest and most relevant event-related media group in the Spanish speaking world. José is involved in many initiatives from the events’ industry in Spain, Europe and America, he writes articles on different events related topics and trained over 2,000 professionals on event Learning. He is also a member of the Spanish chapter of Mpi.

Ambrosini has a long experience in the staging of the most important pieces. From 1988 he dedicated himself, in addition to theatre activities, to communication consultancy for major marketing events in cooperation with leading Italian companies and multinationals. In 1997 he founded his agency Ambrosini and Associates.

Ander Bilbao graduated in law in 1987 and had an international Mba in1989. Founding partner of Sörensen Group in 1990, he is Cao of the Group since the same year. Moreover, he is also president of The club towards excellence in events in Spain.

After many years spent working in events and pr agencies, in 1996 Sandrine Christon became ANAé - Association des agences de communication événementielle general coordinator. She is responsible for the internal and external communication.

“The experience to be a jury in the EuBea Awards this year is more interesting than ever, because we see how crisis is impacting our sector. It’s time for creativity: due to budget restrictions, an idea must be such to get the best results we have ever seen during past year. So we have a bunch of very nice events, with a lot of creativity and different budgets. As to events industry in Spain, we cannot say we have reached the end of crisis, but we should be optimist. Our Club represents 10 companies organizing events in the country: they are all working very hard but with different budgets and types of events, with no more celebration events. On the other hand, companies need public launches, conventions and congresses to showcase their products and get out of the crisis”.

“I think the works are better this year than last year: this is a very good news because in this time of crisis it’s really important to show how events are strategic for communication. Companies are more and more recognizing that events could be the answer to their communication problems. My association is the first and the most important in France. It gathers 66 agencies organizing different kinds of events on many different subjects. Recently we wrote a guide on best practices for event agencies and companies. When it comes to the crisis, I can say that our associates feel the need to create more complicity and collaboration to find the best solutions for customers. We say yes to competition, but no to aggressiveness”.

“We have seen projects from many different countries: budgets are a little bit restricted, but still events are proving that with a lot of creativity and good work it’s possible to get nice results. This year in Spain, the crisis heavily affected our market. However, we are now seeing some light at the end of the tunnel: companies are starting to think again on events as a way to fulfil communication needs. Probably the crisis cleared up the position of many agencies, providers and also media who were not able to stand out. And, we hope, 2010 will be better”.

www.besteventawards.com

“The entries were equally divided in big musical events or public celebrations, very spectacular and with big esthetical intuition, and events with a lower budget, but with increasing attention to leading technologies and level of engagement. A high level panorama profile, where Italian agencies did a very good work. We are assisting to a ‘verticalization’ of market events, that concentrate very high budgets in a few events, but, on the other hand, lead many companies to a dramatic restructuring. Maybe less players will bring to a future consolidation, but this will happen with big losses, due to this strong crisis, mostly minimized by financial and political- associative institutions”.

EUBEA 2009

[the jury]

MIKE FLETCHER Freelance writer, journalist, editor - England

ULF GASSNER Member of the Chairmanship of Forum Marketing Event Agencies - Germany

ELLING HAMSO Managing Partner of European Event ROI Institute and Meeting Management Consultant - Norway

CARLO HERMES Consultant at Eni - Italy

Mike is an established business & lifestyle journalist and consultant for the UK events industry. He is Contributing Editor for Visit London, Vice-President Communications for the UK Chapter of the International Special Events Society (Ises) and owns a part-share in digital networking company Net.works. He launched three magazines on behalf of publishing house Haymarket Media Group & is a professional in digital, marketing, media & live events.

Ulf Gassner was born on 22.11.1966. From 1988 to 1992 he studied sportsbusiness administration at the German University of Sport in Cologne. He started his career in 1993 as self-employed in the field of sports marketing. In 1995 he founded concept X Strategische Kommunikation (strategic communication). In 2007 he earned the Eva (German Event Award) and EuBea. Currently he is a board member of the Famab (German association for direct economic communication) and he is also member of the chairmanship of the Fme forum marketing event agencies.

Elling Hamso is a Meeting Management Consultant and Managing Partner of European Event Roi Institute. “Conference & Incentive Travel” Magazine ranked him at the fifth place on their list of the 50 most influential people in the UK meetings and events industry in 2006 and the Swedish magazine ‘Meetings International’ placed him as number 11 on their list of 100 ‘hottest names’ in the Scandinavian meetings industry. Hamso is a Management Sciences graduate and holds a Ph.D. in supplier - customer relationship strategies from Manchester University.

Carlo Hermes has been working in the communications industry for 23 years, focussing on corporate events and important communication projects. He worked in the marketing and communication department of several important companies: British Airways, Olivetti and Enel. In 2007 he was Executive Director of the ‘World Energy Congress’. Today he is a consultant for Eni, and deals with ceremonials and events. He teaches events management and communication.

“Again, I have learnt a lot, like in the past, from other cultures. I’m astonished by the differences in creativity from different countries: you can really see where the work comes from. And the lesson learnt is very important for us. The biggest problem in this period of crisis is that companies don’t really want creative things: they look for things they have seen before, in order not to make mistakes. It’s not the best time for creativity, especially in Germany”.

“I feel we haven’t seen events from a year of depression. But, on the contrary, some remarkable works. The standard is higher than what I have experienced before. The industry is still struggling, but on the other hand I think that a crisis is something that should not be wasted: in some way it has been useful, because it put a great focus on the real value from events. I think the industry will come out stronger than before with a clear focus on the need to generate value from events”.

“In this year’s EuBea, there are less entries than previous editions, due to the economic downturn. However, the standard of events is still high, there is a lot of creativity across the whole Europe, many agencies still generate fantastic works and are keeping up a very high standard. In the UK the events industry is starting to recover, but we saw a lot of consolidation, a lot of companies that unfortunately had to close down. On the other hand, this has created a higher level, a scenario where everybody need to match with a higher standard”.

“I think that this year there is a growing trend for multimedia, internet and technology compared to the past. Another aspect is that we give more attention to environmental respect in our business. In Italy we are also suffering the impact of the overall crisis, but a bit less in our segment: budgets are lower, and there are less events, but I believe that we can get out better and faster than other sectors. Eni still organizes lot of activities, producing many international events. Our objective is to become more visible form the marketing point of view, also thanks to the much stronger image of the company, using the name Eni only”.

www.besteventawards.com

EUBEA 2009

[the jury]

KERRIE MAGEE Senior Meetings & Events Sales Executive Chelsea Football Club - London

TIAGO CANAS MENDES Member Apecate Portugal

ALEXANDRA MENDONÇA Public Relations Manager Dior - Portugal

GILLES MORANGE Member of the Italian Trade Association Consulta degli Eventi - Italy

Magee worked at Walt Disney World, Florida, as hospitality assistant in the UK Pavilion, Epcot. She then joined Chelsea FC with the current position as Senior Meetings & Events Sales Executive and she is responsible for organising many large events up to 2,000 delegates. She is a professional in Sales & Event Management leading many exhibitions, conferences and gala dinners, and also operates as a Hostess on match days in the Vip Executive Club.

A degree in corporate communication and a Master in image management, he started a career in advertising as account executive at Ammirati Puris Lintas. During Expo’98, he had the responsibility for corporate groups and tourism schools. He then founded Adventus, event management company. For 4 years, at Novo Design, he was responsible for the Vodafone e Yorn Global Comunication team. Founder of Action4, he launched Brand Entertainment in 2003, promoting formats anchored in entertainment content.

Mendonça has an education degree in social communication by Faculdade de Ciências Sociais e Humanas, Universidade Nova de Lisboa. Since 2007 she works in public relations for Dior, Lvmh Group (Parfums and Cosmetics). Previously, she worked for 5 years as media consultant manager for GCI group (an Eldman affiliate company), in fashion related brands, cosmetics and decoration. From 1998 to 2001 she worked in media relations for “Experimenta Design”, an event created in Lisbon in 1998. For two years she worked as a specialized editor for Portuguese Media Group Grupo Forum, and took care of media relations for Atalanta Films, Paulo Branco’s distribution company.

Morange is a member of Consulta degli Eventi with his company Promoconvention. Born in Paris and ‘adopted’ by Milan, he studied at the Université Dauphine de Paris, graduating in Economy and Commerce (Economics). In 1981 he founded Promoconvention, one of the first Italian agencies specialized in organising conventions, meetings and special events, that became, in 2001, a partner of the Mediacontech S.p.a. Group.

“I have seen some high budget and some low budget events, and I have noticed that some of the high budget’s are not so original and some of the lows could be more effective. I work in sales meetings and events and I think that we have to be more creative and flexible with our sale strategy. We can’t get away with a higher price than a couple of years ago, because people’s budget is lower. Chelsea FC has not suffered massively from the economy downturn as football is very popular in UK. However, a lot of companies still can’t offer hospitality entertainments for customers”.

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“To be honest, making a comparison with last year I felt the crisis effects. But there is something good about this: I saw that creativity is the resolution of low budget problems. We saw really good ideas and some solutions are cost effective. And this is a good sign. As to the crisis, I don’t think the industry is recovering yet, but starting from last August, customers are showing some signs that in 2010 things will start to get better. In Ativism we had good news in the last couple of months, and we were assigned some projects that really give us good hopes for the near future”.

“This is my first time here and it is a very nice experience to meet people from all of Europe who work directly in big events, because I come from such a small country with small events... In Portugal we strongly felt the crisis, because many big brands cut budgets for events. Dior, the society I work for, cut a lot of events this year, and in the first half of next year we will only have small ones”.

“Two issues: the first is about budget disclosure, that should be more honest, and secondly the jury should be more empowered on works’ allocation in different categories. We have to be more accurate on the money that we declare and on the way we want to be judged upon. The picture of the industry is still very negative. I don’t think there will be a very fast recovery: but we have to be positive because we are doing a good work, and we have to see, how we say in Italy, ‘the glass half full and not half empty’. Creativity and quality will be the key”.

EUBEA 2009

[the jury]

RUI OCHÔA General Manager of Festas & Eventos’ - Portugal

PETER SCHAUL Freelance journalist & photographer memo-media - Germany

BEATE SCHLEGEL Project Manager Events and Trade Shows Siemens - Germany

Ochôa was born in Oporto in 1969. With a Major in social communication from the Oporto Higher College of Journalism, he worked with several national newspapers and magazines. He contributed to the development of ‘Festas & Eventos’ - the only Portuguese publication specialized in the professional events sector - since its beginning, in 2003. Since December 2008, he is the general manager of ‘Festas & Eventos’.

Peter Schaul was born in Munich/ Germany in the year, when the Beatles released their first Single ‘Love me do’. This must have inspired him, as he worked for more than 15 years as a professional musician, arranger & producer. His work for movies led him to direct and write. For the last 15 years he has been working as a director for corporate movies and big corporate events focussing on choreographed multimedia installations including artists and original sound scores. His work earned him many national and international awards for both his movies and events.

After her studies in Tourism and hotel management, she started her career in Switzerland. In 1989 she moved to Nurmberg and took the challenge as Manager Events & Marketing to establish, together with the Hotel Director, the newly opened Mercure Hotel. After this experience, she joined the agency ‘Eurotess’ in Frankfurt as a project manager responsible for the organization of Trade Shows as Cebit. Since July 1997 she is Project Manager for Siemens Energy communication where she is organizes events and trade shows worldwide. Her hobbies are cycling, golf and hiking.

“It’s my second time here in the EuBea jury. Obviously this year is different, it’s an atipical year because of the crisis. But I think we are already recovering at least I notice this in Portugal. Since October things are going to boost and to improve and the beginning of 2010 looks better than 2009”.

“It’s quite interesting to see how the events industry is different in the different countries. In Germany events still take place very often, people are still asking for more creativity even if budgets are lower than before. Companies really want creative ideas to have the right message, but not as expensive as it was before. I think that crisis in Germany is not as heavy as in other countries: of course it’s still there, especially in automotive industry”.

“I have met here a lot of interesting people with different functions and experiences in the event industy and I’m glad to bring also my experience to this forum and share my knowledge with other experts. Mostly all presented events are professional and high level events with a variety of ideas and good concepts. The crisis is still not over, but I think that the really hard time has passed. I believe we can restart and put all emphasis and experience in next year events. Surely after this crisis we need to be more sensible and careful about budgets and about the output of events”.

www.besteventawards.com

EUBEA 2009 [first prize]

Low budget, big event TO SHOW THE PEOPLE OF HAMBURG HOW GREAT CAN BE THE PHILHARMONIC ORCHESTRA, THE GERMAN AGENCY JUNG VON MATT/RELATIONS GMBH REALIZED ‘THE BIGGEST CONCEPT IN THE WORLD’: 100 MUSICIANS LOCATED IN 50 DIFFERENT PLACES IN THE TOWN WERE INVOLVED IN A HUGE MUSICAL SIMULTANEOUS CONCERT. THE EVENT IS THE EUROPEAN BEST EVENT 2009.

from the tower of Hamburg’s St. Michael’s church, while each musician followed Simone Young’s directions on tv screen with Dvtb antenna. After the event, the concert was watchable worldwide on the specially generated website www.philharmonikerevent.de. The event course was supported by an intense public relations plan, producing international coverage before and after the event in print, on tv and online. Result: thousands of people visited the performing musicians and hundreds of thousands clicks were monitored on the website. And, last but not least: a certificate from the Guinness Book of World Records.

“If Muhammad won’t go to the mountain, then you must bring the mountain to Muhammad”. Adopting this famous saying, the German agency Jung von Matt/relations GmbH worked out the concept of the event for the Landesbetriebe Philharmonische Orchester Hamburg. Particular mark of this appointment: the low budget invested, less than 50.000 euro. The objective was to raise awareness for the Hamburg Philharmonic Orchestra and increasing the number of ticket sales. The biggest concert in the world: this was the main idea of the event that brought, the 2nd of March 2009, the Philharmonic in the middle of people to show how great a Philharmonic Orchestra can be. 100 musicians placed in 50 locations throughout the town, arranged as though they were in an orchestra pit, played the Second Symphony by Johannes Brahms simultaneously. To coordinate perfectly the big orchestra in the different locations, it was necessary a big technical effort. The solution: the tv station Hamburg 1 transmitted the conductor’s gestures live

[ GERMANY ] Title: The biggest concert in the world. Organising Company: Jung von Matt/relations GmbH (in association with Jung von Matt/Alster GmbH). Client: Landesbetriebe Philharmonische Orchester Hamburg. Date: March 2nd, 2009. Location: 50 public places throughout Hamburg. Budget: Up euro 50,000 (low budget). Event Type: Low Budget Event. Objectives: Raise awareness for the Hamburg Philharmonic Orchestra by placing it in theforefront of people’s minds and thus increasing the number of ticket sales.

www.besteventawards.com

EUBEA 2009

[second and third prize]

Together. Really. Good. COUNTRY: Germany. ORGANIZER: concept X Strategische Kommu-

Budget: More than euro 1.000.000. Event type: Internal Company Event/Com-

nikation GmbH.

pany Convention.

CLIENT: Finanz Informatik GmbH & Co. KG

Objectives: 3,000 employees from all over

Date: 24thApril 2009. Target: Employees of the two companies. Location: Fair Frankfurt.

Germany attended the event to get to know their respective new colleagues and to experience the ‘new’ company and its potentials. The objective of the event was to communicate the numerous possibilities that open up as a result of the combined operation. Creative idea: The symbolism ‘1 and 0’, like the It, was an important characteristic of the event. This was visualized by using the Möbius strip as the key visual and symbol of infinity. Participants were able to experience the endless possibilities through the interplay of ‘1 and 0’ as a joint activity based on the swarm principle. The hall was defined by a panoramic projection. A video animation of the Möbius strip into which

all names of the employees were incorporated was a symbol of togetherness. The participants’ ability to experience a joint activity using the swarm principle was the highlight. All 3,000 guests had the task of interactively and jointly steering a helicopter with the aid of paddles. Results: All 3,000 employees succeeded in flying the helicopter along the Möbius strip as a symbol for Finanz Informatik and steering it into the mutual goal.

Ratp Destination Musique Country: France. Organizer: Magic Garden Agency. Client: Ratp (Parisian transportation company). Date: September 2008 to January 2009. Target: General Public. Location: Paris. Budget: From euro 100.000 to euro 200.000. Event type: Web Event/ Media Event. Objective: The aim was to liven up the Ratp network and improve the subway stations’ ima-

ge with exceptional events around culture and music. The second objective was to revitalize proximity with the young people. And of course, generate positive buzz and media fallouts. Creative idea: 18 years after his beginning in the Parisian subway, the singer and songwriter Keziah Jones goes back to basics and plays live in the metro. In September, Jones shows in 4 subway stations, featuring his different music influence with an opening band, picked among the many artists playing in the subway. A website (www.ratpdestinationmusique.fr) gave information about Keziah and the subway musicians. Subsequently, a web contest: thanks to videos of Keziah Jones giving guitar lessons, web users could learn one of his songs and they could post the video of their performance. The winner was given the chance to play on stage with Keziah during a private show.

Results: More than 200,000 visitors on the website, nearly 34.000 registered users (to get information on the subway shows). A lot of blogs and forums fallouts. More than 60 press releases (not including tv and radio), 2 tv evening news on the 2 major French tv channels (Tf1 and France2), for a total media value estimated at more than 1.3 million euros.

www.besteventawards.com

EUBEA 2009

[all the winners]

[ AWARDS BY EVENT TYPE ] CELEBRATION/FESTIVITY ITALY

EVENT FOR NON PROFIT/SOCIAL ORGANIZATION BELGIUM

FAIR ITALY

Title: The Italian Espresso Experience. Organizer: Promoconvention. Client: Lavazza. Location: Rome (Villa Miani).

Title: Happy Smurfday Eurotour 2008. Organizer: Twins | Events & PR. Client: Imps. Location: Three in-

Title: BTO - Buy Tourism Online. Organizer: BTO Buy Tourism Online. Client: Regione Toscana, Cciaa, Fcb, Tp. Location: Florence (Stazione Leopolda).

ternational press-conferences in Brussels, Paris and Berlin, and 16 invasions in European cities (15 countries).

With the Scala Theather Academy, it was created a theather piece about Italian spirit, and Giovanni Allevi through his music guided to the reveal of the photos. Then, calendar contents were celebrated in a great party. The images of Italian passions (Cuisine, Cinema, Fashion, Art, History and Seduction) were distributed and highlighted with gastronomy, wine, installations and music.

A unique series of hundreds of thousands little white Smurfs invaded Europe, free for everybody to take along. A small tag explained how to create the own Smurf and participate in the creativity contest. People who didn’t find a white Smurf were offered the chance to buy one in favour of Unicef.

The event was opened by the Travel 2.0 & Technology Forum, defining the situation of electronic purchasing of tourist products and services. Then, in a meeting, industry experts proposed profitable synergies between online and congress industry. To end, educational ‘small’ events and Travel 2.0 & Technology Workshop.

INTERNAL COMPANY EVENT/COMPANY CONVENTION GERMANY

MUSICAL EVENT GERMANY

PRODUCT/SERVICE LAUNCH GERMANY

Title: Together.Really.Good. Organizer: concept X Strategische Kommunikation GmbH. Client: Finanz Informatik GmbH & Co. KG. Location: Fair Frankfurt.

Title: The biggest concert in the world. Organizer: Jung von Matt/relations GmbH. Client: Landesbetriebe Philharmonische Orchester Hamburg. Location: 50 public places throughout Hamburg.

Title: The :place. Organizer: Jung von Matt/relations GmbH. Client: Daimler AG / Mercedes-Benz Cars. Location: Stuttgart (Mercedes-Benz Plant), Milan (Studio 90).

As a remind of the merger of the two companies, the symbolism ‘1 and 0’, like the It, was visualized by using the Möbius strip. Participants were able to experience the endless possibilities through the interplay of ‘1 and 0’ as a joint activity based on the swarm principle.

www.besteventawards.com

One hundred musicians were stationed in fifty locations in Hamburg, and arranged as in an orchestra pit. Each of the musicians could follow the conductor by watching a live transmission onto the screens in front of them.

In a pan-European design competition for the Glk launch event, teams from design institutes in Milan, Paris, Hamburg, Barcelona, Budapest and Lausanne create six showrooms.The creations must pick out ‘Play with form and content’ as their central theme. The events in Stuttgart and Milan present the projects in a vernissage for a selected target.

EUBEA 2009

[all the winners]

PUBLIC EVENT SPAIN

ROADSHOW ITALY

UNCONVENTIONAL EVENT ITALY

Title: Dreams2. Organizer: Global Events. Client: Global Dreams. Location: Madrid (Madrid Sports Pal-

Title: Status Simple Tour. Organizer: Promoconvention. Client: Fiat. Location: 13 cities in Italy.

Title: Glamarathon by Hansaplast. Organizer: Piano B. Client: Hansaplast. Location: Milan.

An interactive installation built on to a number of Fiat Qubo, which, with a monitor and videocamera, transmitted a modified image of the person who approached the car in its hatchback ‘door’. The Qubo caravan, that stopped in 13 towns (from Milan to Bari), was made up of 5 vehicles and 8 active and able promoters who travelled Italy distributing Qubo-gadgets and friendliness.

At 3.30pm Largo La Foppa is assaulted by a crowd of men and women, athletes and fashion victims, strictly on heels, driven by a common goal: entering the Guinness World Records and winning a pair of Manolo Blahnik.The challenge, issued by Hansaplast, is running for 80 meters on heels with a minimum height of 7 cm and with a maximum diameter of 1.5 cm.

ladium). Dreams2 is the story of a child who awakens in the land of Dreams as a powerful spirit, here he fights and conquers the darkness in the human heart. This is told in 18 acts where more than 300 artists perform: acrobats, classical dancers, a full orchestra, a choir, parkour dancers, extreme sports performers.

[ AWARDS BY TECHNICAL EXCELLENCE ] WEB EVENT/MEDIA EVENT FRANCE

AUDIO/VIDEO/LIGHTING PRODUCTION GERMANY

CREATIVE IDEA GERMANY

Title: Ratp Destination Musique. Organizer: Magic Garden Agency. Client: Ratp (Parisian transportation company). Location: Paris.

Title: Magic Oceans. Organizer: circ gmbh & co. Kg. Client: Autostadt GmbH. Location: Autostadt in Wolfsburg. Event type: Public Event.

The songwriter Keziah Jones plays live in the Parisian subway, where he started his career. In September, Jones shows in 4 subway stations with subway artists. Then, a web contest: with videos of Keziah Jones giving guitar lessons, web users could post the video of their performance. The winner was given the chance to play on stage with Keziah during a private show.

The ‘Magic Oceans’ show took Autostadt visitors on an emotional journey around the world. The visitors symbolically boarded the cruise ship ‘MS Magic Oceans’, projected on a giant water screen and docked at the world’s most fascinating harbours. 60 columns of fire up to 30 feet high met 220 water fountains that soared to a height of 230 feet.

Title: International Opening Ceremony CeBIT 2009. Organizer: insglück Gesellschaft für Markeninszenierung mbH. Client: Deutsche Messe AG. Location: Kuppelsaal of the Hannover Congress Centrum. Event type: Celebration/Festivity.

The ‘Webciety’ was the major topic of this year’s CeBIT. In the opening the agency reproduces and stages the ‘Webciety’ in quickly overlapping stories dealing with the subject of life in the digital age: ‘Stories from a Global Village’. Moreover, California is the fair’s partner country this year.

www.besteventawards.com

EUBEA 2009

[all the winners]

DIRECTION ITALY

LOCATION/SETTING GERMANY

MEDIA MIX FRANCE

Title: Opening Ceremony XVI Mediterranean Games. Organizer: K-events. Client: Comitato Organizzatore XVI Giochi del Mediterraneo. Location: Pescara (Stadio Adriatico). Event type: Public Event.

Title: Nespresso Citiz Trade Event 2009. Organizer: Vok Dams Gruppe Client: Nespresso Deutschland GmbH. Location: Westhafentower, Frankfurt/Main. Event type: Product/Service Launch.

Title: Diesel, Block Party Only The Brave. Organizer: Magic Garden Agency. Client: L’Oréal Luxe. Location: Paris. Event Type: Product/Service Launch.

Emotional moments ran through the show, like the tribute to the L’Aquila Rugby 1936 team, to the Civil Defence, Firemen and Red Cross. Moreover, mass choreographies like the one for the Tribute to the Guerriero di Capestrano and to the ‘Olivo di Luce’, spectacular fireworks and water games. Among the guest stars, Eros Ramazzotti.

The 220 guests entered a virtual city in front of the real-life skyline panorama.White cubes formed urban skyscrapers through which the guests walked to reach the different parts of the event. Then the virtual skyline revealed the Citiz machine, hid inside the white cubes.

Inspired by the movie ‘Block Party’, this first French Jam Session mixed sound, dance, graph.A website and a street marketing campaign announce the event.Then there was a Block Party, according to the rules of New York Jam Sessions with a line up and Common, along with MCs, DJs, graff artists and break dancers. The event location was secret till the day before.

[ SPECIAL AWARDS ] NOTORIETY/PRESS RETURN PORTUGAL

STAGING/SET DESIGN PORTUGAL

BEST EVENT AGENCY GERMANY

Title: El precio lo pones tú. Organizer: Action4 Ativism. Client: Worten. Location: Spain. Event Type:

Title: Fidelidade Mundial Gala. Organizer: Desafio Global ativism. Client: Fidelidade Mundial. Location: Lisbon (Campo Pequeno Arena). Event type: Internal Company Event/Company Convention.

The German agency Jung von Matt/relations GmbH triumphs at the European Bea 2009 with two winning events that deserved three prizes. ‘The biggest concert in the world’, produce for Landesbetriebe Philharmonische Orchester Hamburg won the first absolute prize and the first one in Musical Event typology. ‘The :place’, realised for Daimler AG / Mercedes-Benz Cars and involving six teams from European design in the creation of the showroom for the Glk launch event, won the first prize in Product/Service Launch typology.

Product/Service Launch In all 9 Worten stores opening all over Spain on 2nd of April, the first 100 people to arrive could choose one valuable equipment and pay as much as they wanted. Without any previous Worten advertising campaign, this operation was the perfect way to enter the market, preparing people for the price oriented brand strategy.

www.besteventawards.com

There was a variety of entertainment throughout the evening: people sang a song with personalised lyrics about the company, opera snippets were performed between courses, and a prize-giving.At the end an exclusive show called ‘FM Golden Voices’, starring wellknown Portuguese singers in a musical medley ranging from Robbie Williams to Amália.

EUBEA 2009

[all the winners]

[ SPECIAL AWARDS ] BEST EVENT COMPANY GERMANY

TECHNOLOGICAL INNOVATION GERMANY

USE OF SPACE/ENVIRONMENT/SETTING EX AEQUO - ITALY

The Philharmonic Orchestra of Hamburg, Lande-

Title: Together.Really.Good. Organizer: concept X Strategische Kommunikation GmbH. Client: Finanz Informatik GmbH & Co. KG. Location: Fair Frankfurt. Event Type: Internal Company Event/Company Con-

Title: Refrigiwear Luxury Snowroom. Organizer: Alphaomega. Client: Sixty Group. Location: Cortina D’ Ampezzo,Rifugio Faloria. Event Type: Unconventional Event.

vention.

The event design was strategically created at 2,123 meters above sea level, placed between the area of Rifugio Faloria and one of the most frequented ski slopes. The idea was to recreate the atmosphere at such a high altitude as that of the Refrigiwear stores elsewhere.The stand was composed of black plexiglass, designed in the shape of an ice cube fallen from the sky.

sbetriebe Philharmonische Orchester Hamburg, wins the firs prize as European Best Event Company 2009 thanks to its winning event ‘The biggest concert in the world’. The ‘special’ Orchestra - 100 musicians located in 50 different places on the town playing simultaneously - also wins the firs prize of the EuBea Awards 2009 and the same for the Musical Event typology.

USE OF SPACE/ENVIRONMENT/SETTING EX AEQUO - SPAIN

[ MEDIA & PARTNERS ]

Title: Dreams2. Organizer: Global Events. Client: Global Dreams. Location: Madrid (Madrid Sports Palladium). Event type: Musical Event Dreams2 is the story of a child who awakens in the land of Dreams as a powerful spirit, here he fights and conquers the darkness in the human heart.This is told in 18 acts where more than 300 hundred artists perform: acrobats, classical dancers, a full orchestra, a choir, parkour dancers, extreme sports performers.

www.besteventawards.com

ESECUTIVI FCB 22-06-2009 9:56 Pagina 4 C

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