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Dailynews #3 / Thursday / 4 October 2012 1 DailyNews #3 / Thursday / 4 October 2012 1 OFFICIAL MAGAZINE OF THE 19TH GOLDEN DRUM 1234 INTERNATIONAL ADVERTISING FESTIVAL Thursday/ 4 October 2012 2 #3 / Thursday / 4 October 2012 Thursday, 04.10.2012 EUROPA HALL 12.15 Creative Academy by Leo EMERALD HALL Burnett: Talk the walk 10.15 Creative Academy by 11.00 Digital PR Lab: The One Independent Agencies Tomasz Hilt, CEO, Leo Burnett that Got Away Group, Poland You want? You can! Jacob Åström, Founder, Andrey Gubaydullin, Creative Adam Nowakowski, Head of Creative Director, Art Director, Strategy, Leo Burnett, Poland Director, Owner, Voskhod Dear Future, Sweden Creative Agency, Russia 14.00 Creative Academy by Désirée Maurd, Creative Director Free, free, set them free. Ogilvy: Innovation is nothing PR, Dear Future, Sweden The incredible adventures of an new art director and a writer. Will Rust, Executive Creative 12.00 Festival of Festivals: Lajos Horváth, Founder, Creative Director, Ogilvy & Mather, Czech ADCE 2012 – Screening of Director, Cluso, Hungary Republic Winners Simplicity is complicated. 14.45 Creative Academy by 16.15 Meet the President and Jean-Paul Lefebvre, Executive Grey EMEA: What if Kodak had Members of Single Channel and Creative Director, invented Hipstamatic? Jury Abracadabra, Belgium panel discussion moderated by Q & A session moderated by It’s great to have clients who Emily Hare, Managing Editor, Janez Rakušček, Executive work with you because they Contagious Magazine, UK want to, not because they have Creative Director, Luna\TBWA, to. guests: Alemsah Ozturk, Slovenia Juraj Vaculik, Owner, Founder, Founder, Chief Happiness CEO, MADE BY VACULIK, Officer, 41? 29!, Istanbul, Turkey Slovakia Lars Samuelsen, Strategic MEDITERANEA HALL Director, Head of Digital, 11.15 Creative Academy by 10.00 Golden Drum TBWA: Create. Uncle Grey, Copenhagen, Denmark Mihaly Varga, Head Competition: Screening of Ulrich Proeschel, Vice President of International Relations, Single Channel Finalists Business Development, TBWA\ CarnationGroup, Hungary Golden Drum Competition: Europe Dmitry Voskresensky, Digital Screening of Entries in group N Ilkay Gurpinar, Executive Strategic Planner, Grey Moscow, - New or innovative Creative Director, Vice President, Russia Jon Williams, Executive TBWA\ISTANBUL, Turkey Creative Director, Chief Digital 14.00 Golden Drum Officer, Grey EMEA Competition: Screening of Toygun Yilmazer, Head of Entries in groups V - Public Planning, Vice President TBWA\ 20.30 Golden Drum Single relations and W - Innovative ISTANBUL, Turkey Channel Awards Ceremony campaigns PIANO BAR & GRAND GARDEN Where to Party? TERRACE, GH Bernardin (11th 22:30 National Floor) PARTY EVENING Slovenian NIGHT 13.00 Happy Hour Paprika Club, 17.15 Closing Happy Hour Portorož/Lucija Hosted by Atlantic Grupa Hosted by Grey Group #3 / Thursday / 4 October 2012 3 Friday, 05.10.2012 EUROPA HALL guests: Gal Brill, CEO, Founder, UppSite DEAR DRUmmeRS! 09.30 New Agenda Session Please don’t forget to get Gamification: The Evolution of Uri Weinheber, CEO, Partner, your invitations for the Friday the Branded Game thetime Golden Drum Multi Chan- Jeff Coghlan, Founder, Luka Topolovec, CEO, Drugi Vid nel Awards & Festival Clos- Managing Director, Matmi ing Gala Ceremony at the 12.30 Creative Academy by New Media Design Ltd, United OMD and PHD: Beyond the Festival Reception Desk. Kingdom horizon. The future of media. And please be seated in the Europa Hall on Friday before 10.15 The CUP - Global Rupert Slade, Regional Head, 20.15 as due to a strict state Festival embracing Local Phd CEE, United Kingdom Culture protocol the doors will close 13.30 The Gunn Report exactly at 20.25, after which Jure Apih, Honorary President time no-one will be able to Emma Wilkie, Managing of Golden Drum, Founding attend the ceremony. member and CEO, ICAC – Director, The Gunn Report Ltd, Intercontinental Advertising United Kingdom Thank you for your under- Cup standing! 14.30 Boss Drum Award With guests: Adrian Botan, Ami Showcase presentations Hasan, Ocakoglu Gunseli, Milka 16.00 Meet the President and Pogliani 20.30 Golden Drum Multi Members of Multi Channel Jury Channel Awards and Festival 11.00 Creative Academy Closing Gala Ceremony Q & A session moderated by by McCann Group: Startup Janez Rakušček, Executive advertising Creative Director, Luna\TBWA, Slovenia Adrian Botan, VP Creative EMERALD HALL Excellence for McCann 10.00 Creative Lab: “When Erickson CEE, Creative Partner, Advertising make the MEDITERANEA HALL Bucharest office, Romania difference” 10.00 Golden Drum Adrian Preda, Creative Director, 12.00 Festival of Festivals: Competition: Screening of MRM Bucharest, Romania ICAC the Cup 2011 – Screening finalists – Multi Channel of Winners Matias Palm Jensen, Chief Golden Drum Off Drum Creative Innovation Officer for 15.30 Festival of Festivals: Europe, McCann Worldgroup Epica Awards Competition: Screening of entries Piran Portorož Poster Nir Refuah, VP Creative, Andrew Rawlins, Founder of Award 2012 McCann Digital, Israel the Epica Awards 16.00 Festival of Festivals: Epica Awards – Screening of Winners Where to Party? 23:00 GOLDEN DRUM Ti – PIANO BAR & GRAND SINGLE – Mul GARDEN TERRACE, KULTI PARTY GH Bernardin PIANO BAR & GRAND GARDEN TERRACE, (11th Floor) GH Bernardin (11th Floor) 14.30 Closing Happy Hour 4 #3 / Thursday / 4 October 2012 New agency models Which ones will survive? It is indisputable that the world ity. She was aware that clients professionals around the world. is changing. The economy and want the best possible work for They are independently associ- technological development are lower budgets, the work that ated with the company, so their changing the consumer. Adver- can be done only by the best work represents only themselves, tisers are trying to adapt to the – old or young – while all com- not the entire company or agency consumer’s needs and desires munication solutions must be within which they work. Their as quickly as possible and the designed faster than ever before accountability is therefore much agencies realize more and more (without lowering the quality), higher. “With this model, there is that – in order to meet client as consumers expect immediate no place to hide,” says Henderson. requirements and consumer solutions.”Based on these re- “If their work is sloppy, unrespon- expectations – they need to quirements we need to draw up sive or of poor quality, they will change structurally and organi- the teams that will know how to no longer be a part of the fluid zationally. respond to all of them.” system.” The clients are therefore guaranteed that they will be work- Uroš Goričan, creative strategist This is why The Marketing Depart- ing with the best experts. at Saatchi & Saatchi, Ljubljana, ment employs 20 experts and is the moderator of the “New actively connected with between Another advantage of this agen- Agenda session: Left to our own one and two hundred of the best cy model is, that it is not firmly devices”, gave the floor to three professionals who have found their competitive advantage in the advertising market through the innovation of agency mod- els. Their visions of how the agencies should adapt to the new reality of our industry in the future differ widely. With this model, there is no place to hide Trevania Henderson, the founder and president of the Boston agency The Marketing Depart- ment, presented her model of fluid networks which in her opin- ion combines “the best special- ists with the best ideas which is only possible on the basis of the best organizational culture.” She founded her own fluid network in 1994 based on her under- standing of the advertising real- #3 / Thursday / 4 October 2012 5 structured, so the team is much son is confident that these kinds golden rules she learned about more intimately connected (all of virtual organizations, i.e. fluid during her MBA studies: the communication is happening agencies, give room to creative - Test your strategies through digital communication solutions that satisfy the client channels, all of the involved spe- quickly. “The future will be in the - Be professional cialists carry the same weight hands of those who risk and cre- - We are all equal, equally impor- in the discussion and creation), ate innovative and good ideas, tant so the team can be much more and are at the same time ex- - Worship better, not perfect. creative, innovative, and on the perts in their field. And a single other hand faster because there agency simply cannot have such The founder of the American is no bureaucracy, as is often a great number of experts under agencies Rage, Grace & Part- the case in integrated agencies. one roof.” ners Craig Marcus took a slightly “Bureaucracy drives me crazy. I different approach to the new just want to do my work,” says model presentation. “There is a Henderson, and shows the es- There is no more room and lot of bullshit going on,” was his sential ethos of the core team of tolerance for bullshit assumption. He believes creative her fluid network. Simona Dan, from the Romanian industry is an industry of mas- The only serious challenge agency planBee talked about an ters of bullshit. Marcus however posed by this type of model is agency mode, which is almost stresses that there is no more that the client must trust in the the opposite of Henderson’s room and tolerance for bulls- creative team yet to be estab- model, but is she believes it sat- hit. In his opinion the future of lished. Traditional agencies have isfies the clients’ requirements advertising and of advertising already gained this trust through and the customers’ expecta- agencies is hidden in the truth, their tradition and they are still tions. According to Dan the hon- vulnerability and honesty, i.e. enjoying it a priori. But Hender- eycomb structure meets the four truthfulness. 6 #3 / Thursday / 4 October 2012 Are we selling dreams or altering reality? What is the task of advertising? can be a part of the change that Cola commercial »Hilltop«.
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