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 models. 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 opinion 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 understanding 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«. What Selling dreams or altering real- it wants to create. Rayman also do they have in common? They ity? That was the core question showed a few cases of the so- are all useful, they try to make of Leo Rayman, international called »useful marketing«. the world better, but also to reach the consumer, the human partner at Adam&Eve DDB. The campaigns that really stood being on a personal level, en- The answer is very simple. We out for him were Meet the Su- gaging with him emotionally. all want a good life, we are all perhumans which Channel 4 cre- dreaming of a brighter future ated to promote its coverage of Rayman also stressed that suc- so if advertising is done right, it the Paralympic Games, Volkswa- cessful brands harvest all the can actually make a difference gen’s Night Drive campaign that advantages of technology, sci- in creating a better world. How? was created by DDB London, ence and marketing knowledge. Well, it has to create value for all the campaign of the British Such brands are Nike+, Apple of the participants, the consum- Heart Foundation that shows and so on. But marketing must er, the brand, the company and how we can help save the life always think about the following: the agency. »Advertising should of someone who has suffered a does this campaign scream our be perceived as add-vertising, cardiac arrest by using the beat brand’s name, is it only us who that means creating something of the Bee Gees song Stayin’ can create this, and is it useful to that can add something to the Alive, and Google’s mobile cam- the consumer? Doing that, the world«, says Rayman. Marketing paign, based on the 1970 Coca- brands are going to be just fine... #3 / Thursday / 4 October 2012 7 Global festival embracing local culture

Intercontinental advertising cup (ICAC or The CUP) was established in 2007 by organizers of the world’s three biggest regional advertising festivals: Asia Pacific’s ADFEST, Ibero-American FIAP and New European Golden Drum. From the first year onwards the ADC*E, Art Director’s Club of Europe, is also a member.

To take part in the Golden Drum competition is a privilege that opens the exclusive gateway to the intercontinental selection. All Golden Drum finalists have the right to participate in the Intercon- tinental Advertising Cup Selection. The CUP is a global creative tour-de-force that is filtered no less than five times by the world’s most respected juries. Only ads that were en- tered 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, Ibero- American FIAP, Art Directors’ Club of Europe ADC*E and New European Golden Drum make the intercontinental creative selection. Second filter. Members of all four continental juries select 5 nominees in 38 categories, thus making a super-

Save the date! 6th Intercontinental Advertising CUP and Creative Sum- mit will take place on 7 March 2013, in Istanbul, Turkey. An international selection of 190 most creative ideas from four jury - lead by Amir Kassaei, Chief continents. Third filter. Creative Officer DDB world- wide and President of the jury, In the next stage the jury chooses categories’ composed of jury members champions, which are the 38 CUP winners. from ADFEST, FIAP, ADC*E Fourth filter. and GOLDEN DRUM - will Finally after a long and particular process, the judge the best of the best jury decides the winners’ winner - the most crea- from four continents on equal criteria for all. tive work of the four continental festivals and their selections: the recipient of THE GRAND CUP. 8 #3 / Thursday / 4 October 2012 People have the power to change reality Executive Creative Director, Leo Burnett Warsaw, Poland joined the agency in 2005. Work created under his leadership has won awards and nominations at local and international festivals that include Golden Drum, KTR, EFFIE, Epica, Cannes Lions, Eurobest, Young Guns, Art Directors Club NY and OneShow.

During his first two years at Leo, he worked as senior copywriter for all the major agency clients, including Ikea, Fiat and P&G. Later, he assumed the position of ‘creative head’ responsible primarily for Orange and elevat- ing its creative and executional quality to the brand’s global standard. He is author of several campaigns held to be best prac- tice examples of comms from the iconic brand. He was ap- pointed creative director almost five years ago. Since then Leo Burnett has won and defended the title of Poland’s Agency of the Year and regained creative reputation.

You are working in advertising instead of entering courageously For a few years now we are for 16 years already. It is safe to into the “people era”. listening about integrated cam- say that in this time, everything paigns trend. But still... How has changed. But what would are good single channel works you say are those changes that You worked for many big/inter- created? What is a secret of a many brands are forgetting national/iconic brands. What great single channel campaign? about (that they are not imple- do you think iconic brands Integrated campaigns are sim- menting in their communica- have in common? tion and creative work)? ply stronger in terms of impact Working on such brands, you and might by more efficient in I think that many brands very have much less freedom. You terms of investment. This al- often forget to target common have to follow the rules, you lows creating long term ideas or people. Brands still tend to treat have to respect them, you have platforms, enhances dialog with them instrumentally. And now, to create according to them. audience, creates presence of probably like never before, peo- Especially in our markets, agen- the brand in real life or can have ple have the power to change cies and clients are more con- a role in people’s lives, so they - maybe not the world - but real- centrated on delivering than on are capable of following their ity for sure. A lot of brands don’t solving brand issues. With some daily routine, useful and helpful. seem to realize that - they are exceptions obviously, but unfor- It helps building consistency and often still in the “marketers’ era” tunately quite rarely. dialog. But small single medium #3 / Thursday / 4 October 2012 9

Single Channel jury oriented projects also have this work, what kind of campaigns the bike, making eggs, order- potential - if they are engineered get your vote? ing Chinese food, but in “your” way ...) according to people’s true First, I am obliged to respect needs, according to rhythm of and follow festival rules. Apart To deal with a 15 year old daugh- our life, and intelligence. from that I see my role more as ter you have to be sometimes a kind of moderator. I would like creative on Grand Prix level - to inspire jury members to look believe me. So I try to be. I won Which media (TV, print, online, at the work from many angles. I couple of times. This is the most radio, social, OOH...) do you would like to encourage them to important show for me. personally prefer? And which be humans first, then ad pro- one of them lets you be as creative as you can be? fessionals. But I do not want to impose my personal point of Finally, how would you evalu- ate the quality of the entries in I don’t have any favourites at view, it would be disrespectful. the moment. I used to be a fan this year’s Golden Drum com- I already expressed my vision in petition. What are the quali- of movies. Still good TV touches my statement. But please bear ties you search in this year’s me very much - like recently in mind – it is a democratic deci- winners and what separates Mumbai Mirror for instance. It is sion of 9 people. a Grand Prix winner from the smashing. rest?

I think it’s a long, long conversa- How would you say you use What are your prime respon- your creativity in everyday life? tion. Definitely there are couple sibilities as a president of the What was your most impulsive great pieces of work. But in gen- Single Channel Jury? What do creative solution of everyday eral... as Whitney Houston used you expect from the submitted life problem ever? (As in: fixing to sing - It’s not great, but it’s ok. 10 #3 / Thursday / 4 October 2012 Last year’s winners thoughts & tips

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

If you achieve it once, you definitely want it to happen again. So we try harder. Smaller details have changed as well. For example when we’re hiring new people - being a drummer is a big plus for them on the initial interview. Martin Woska, Digital Director, Triad Advertis- ing, Slovakia Your work will be famous My three tips on how to win a Golden Drum Grand Prix are: be simple, try to find an original idea Innovation is the key which will create lots of earned media and make The Golden Drum sure that the idea works not only in adblogs but in Grand Prix is the most the real world as well. Golden Drum Grand Prix is important award, be- one of the most valuable prizes in Europe. If you ing that it should rep- get it you’ll also get a lot of coverage abroad and resent a work which your work will be famous. Which is good for the differs even from client, the agency and the team that worked in the work that receives a project. It also means you’ll have better chance in Gold Award. In or- other competitions as most of the creatives who der to win a Grand form juries have an eye on Golden Drum. Prix, a work should Ali Musa Paca, Creative Director of Rabarba have a formula that Agency, Turkey has never been seen before, that formula should include inno- A breakthrough in terms vation within every aspect: Strategic Innovation, of professional respect Ideological Innovation and Execution Innovation. For us - a very young agency the receiving of Wining a Golden Drum Grand Prix is very rare on the Golden Drum Award was a breakthrough in due to that holds a special value. There’s no doubt terms of professional respect and finding a place that winning a Grand Prix holds a lot respect in in the advertising business among our competi- your resume. tion. Besides the broad publicity it also opened Tzur Golan, Chief Creative Director, Shalmor the gates to some very interesting new business. Avnon Amichay / Y&R Interactive Tel Aviv, Israel #3 / Thursday / 4 October 2012 11

You have to be better in every aspect Work works Better strategy, bet- We celebrated the fact ter concept, better that one of our biggest execution. That easy! clients, Vodafone, won Seriously, there are The Brand Grand Prix in no 3 tips on how to Golden Drum with an ad win a Golden Drum that said “Work works”. Grand Prix. You have That pretty much sums to be better in every it up. Usually, behind aspect. And since every big success there the competition is so is no other bigger secret harsh, being better than hard work. The than everyone else only cliché that helps means doing adver- you get rid of all the tising on the verge other clichés and create amazing work. of changing the rules Catalin Dobre, Group Creative Director, McCann of the game. Mc- Erickson Bucharest Cann Bucharest has been focusing on regional expansion for some years now. We’re already a hub for several international clients and we co- It creates a positive buzz ordinate their activities in the same New Europe As with winning any for which Golden Drum sets the standards. Hence award it is always an winning here is extremely relevant for the regional honour and a pleas- community, for all of us. It’s easier to monetize the ure but in the case awards. of Golden Drum the Dinu Panescu, Group Creative Director, McCann number of Grand Prix’s Bucharest awarded overall does have a bearing on the value of each individual Don’t compromise one. Winning any award makes us more motivat- ed, it creates a positive buzz and is motivational not only for the winners. Jacek Szulecki, Executive Creative Director, Euro RSCG Warsaw

Great value and recognition It is not easy to win in Portorož. Competition To win a Golden Drum Grand Prix: 1.) have an idea is tough, jury demanding and severe. Although 2.) stay relevant and 3.) don’t compromise. The Golden Drum is a regional show it has great value winning of Golden Drum Grand Prix is a rock solid and recognition. All winners are taken into consid- confirmation of your decision’s validity by your eration by Gunn Report. Festival itself has great most competent colleagues. You have to be a heritage and is a milestone in the industry land- good agency before winning the Grand Prix. And scape in this part of the world. It is an important if you are lucky, you will stay that way. element of creative reputation for each network. Mariusz Jan Demner, Managing Director, Demner, Paweł Heinze, Creative Director, Leo Burnett Po- Merlicek & Bergmann, Austria land 12 #3 / Thursday / 4 October 2012

Golden Drum Column (part 2)

Davor Bruketa How to Creative Director Bruketa&Žinić OM, brand a nation Croatia CONTINUED from sea” could be expanded to say tions Croatia would significantly yesterday’s DAILY NEWS that “Croatia is a country with strengthen the uniqueness of its beautiful, pristine nature”. And positioning. However, it could do truly it is. Croatia has numerous better still. Today it is perfectly How to expand a group of as- nature parks and protected areas clear that a country without seri- sociations? both along the coast and inland, ous industrial production and a When a planned approach is all the way to Slavonia, in various high degree of energy depend- taken to that task, it is important climatic zones, far from (rare) ence is unlikely to enter the club to understand that expanding industry. of the most successful nations. But what kind of industry should this group of associations is only Alright: “Croatia is a country a country, known for its natu- possible through the organic with beautiful, pristine nature”, ral beauty and an ambition to expansion of the existing associa- but how can this association be become a global leader in the tions, taking into consideration the expanded further? If Croatia is production of organic food, have? mind-set, knowledge, historical a country with beautiful, pris- Isn’t that contradictory? context, culture and customs of a tine nature, does that mean that community. It is necessary to se- healthy food could be produced No. Croatia has a tradition of lect associations that are natural, there? Croatia today does not electrical engineering, shipbuild- and positively build onto the exist- have a large share of organic ing and an electric vehicle indus- ing state. If Croats would want food production in total food try, such as previously mentioned their country to become globally production. However, there is the trams and trains. Country’s possi- known for precision and hard- spatial potential, knowledge and ble ambition to become a leader working people, they would be people who believe that locally in production of healthy food faced with the problem that these grown food is healthy. This asso- could be expanded to all other associations are too far off from ciation could be a good founda- industries that support sustaina- the existing group of associations. tion for building market brands in ble development. Croatia already Simply put, no one would believe the area of healthy food, in which manufactures electric automo- them. It is necessary to find some- Croatia could get involved in the biles, wind turbines, hydroelectric thing that both the internal and global trend of opposing geneti- plants, electric trams and trains. It external public will perceive as cally modified ingredients. This is may not be a global leader in positive, but realistically founded one of the opportunities of build- technical excellence, but it can on the existing principles. ing global Croatian brands. certainly emphasize its ambition to become a global leader in “Croatia – a beautiful country ecology, sustainable development with pristine nature and an ambi- What could that be? and accompanying industries. tion to become a global leader The association “Croatia is a in organic food production”. This is a global niche. Why? country with a beautiful, pristine With such a group of associa- Developed countries have large #3 / Thursday / 4 October 2012 13 and diverse economies. These try is only known for its beauti- An integral part of every strat- are massive ships and changing ful sea, today it is manufactur- egy is its communication seg- course is difficult. Undeveloped ing electric automobiles, one of ment. Croatia shouldn’t be timid, countries lack the knowledge which is the world’s fastest. Once it should start to express its and consensus on a development Croatia creates such a percep- ambitions. But this should be a vision. Croatia is somewhere in tion, it would no longer be selling gradual process. Were Croatia to between: small enough to be “trams” but “ecologically accept- immediately shout that it desires able to change quickly, unde- able public transport solutions.” to be the global leader in sus- veloped enough that it hasn’t tainable development, ecology destroyed its landscape, but de- and technologies that support veloped enough to have the fun- What is the plan? sustainable development, it is damental knowledge upon which This is, of course, just one of the unlikely that many people would to build its further development. possible visions for Croatia’s believe it is up to the task. But, at In a word, it has an opportunity. development, for its global po- this phase, if it were to state that If Croatia were to emphasize an sitioning and the group of desir- it wants to become the Euro- ambition to be the global leader able associations that will open pean leader in the production of in the development of an eco- new doors for Croatian business- organic food, eco-tourism and logically acceptable society, this es. It is necessary to initiate the renewable energy sources, this would help numerous other sec- process that begins with a public would already raise the bar quite tors of its economy. For example, debate on the direction of coun- high. Croatian tourism could aim to try’s development and what it In any case, on July 1, 2013, the become the global leader in eco- should become known for in the day Croatia joins the EU, the logical tourism. This would verti- world. There are certainly many Croatian political representatives cally integrate the entire econ- people in Croatia thinking about will have about 5 seconds of glo- omy. The production of organic this topic who could offer several bal media attention to say what food would have a fundamental alternative directions. Govern- Croatia is all about. It would be sales channel in Croatian tourism, ment should choose the path great if those 5 seconds were not which would be a fundamental that will help the largest possible wasted on formal words, but that promotional channel for Croatian number of economic sectors. The this expanded sentence would be organic food brands. Guests ideas should be tested in all sec- the essence of country’s national would have the opportunity to tors. Based on the general strat- strategy that the majority of try Croatian organic brands and egy selected, it is then necessary its citizens can understand and see where they are produced, to develop sub-strategies by believe in, and which is based on and they would be able to recog- sector: tourism, industry, agricul- Croatian true possibilities, and nize them on the store shelves in ture, energy, culture. Allegedly, supported by a plan that can be Germany. This could be a pos- the national tourism strategy is implemented and that the out- sible way for Croatia to uniquely currently being drafted. It is un- side world can perceive as posi- reposition itself from “a place likely that this strategy will take tive, attractive and possible. where you can see nice nature” the interests of all others into to “eco-tourism”. How many consideration, since a common countries are positioned like this denominator has not yet been Golden Drum’s weekly columns today? Very few. Certainly much defined for all sectors. Until now, express the opinion of the author fewer than those who claim “we such a strategy has not taken the only and do not represent the have beautiful nature”. interests of the entire tourism opinion of the organizers. Croatia has the natural resources sector into consideration, and to offer organic food and ecolog- has virtually completely ignored ical tourism. It certainly has the continental tourism, as it has not Find more Golden Drum’s weekly natural potential and knowledge yet found a sufficiently spe- columns on Golden Drum’s Fa- to develop renewable energy cific common denominator with cebook profile and www.golden- sources. Even though the coun- coastal tourism. drum.com. 14 #3 / Thursday / 4 October 2012 We believe in the power of creativity

Vladimir Tkachev is the Chairman & CEO of Leo Burnett Russia & Eastern Europe.

You are managing Leo Burnett phase of the cycle you’re in at is finding talented people, than Russia & Eastern Europe for a given moment. Whether you deciding how to manage them. almost a year now. Are there any have just emerged from the crisis, When they are found, the main differences between countries or you’re preparing for it again. thing, in my perception, is to trust in this region in terms of clients, Leo Burnett, the man, had a great people, to give them the op- people and business in general? saying about this: “In a world portunity to take initiative and, In different countries around the where nobody seems to know through this, develop. It’s impor- world there are far more similari- what’s going to happen next, the tant to make people believe in ties than differences. Everywhere only thing to do, to keep from go- their talent, to give them personal there are clients with briefs and ing completely nuts from frustra- freedom and freedom of self- agencies with ideas. In Eastern expression. tion, is plain old-fashioned work”. Europe, perhaps, there are differences in terms of the mood and Russia’s advertising market is expectations, between countries How do you manage people? Do one of the fastest growing in that are and aren’t part of the you have any personal methods the world. What challenges or European Union. The recession is to motivate them that help your benefits does this rate of growth causing the former to think about agency create top advertise- bring to your agency? Does it the future with more caution. ments? help or interfere when compet- Lately, it seems that the timespan In our part of the globe, where, in ing on the global scale? of economic cycles has shrunk 20 years, the market has grown We really do have a great deal significantly. No longer is there from ground zero into a large of potential in terms of growth, a clear understanding of what business, the bigger problem in comparison to other markets. #3 / Thursday / 4 October 2012 15

On the one hand, this is a signifi- ate, not just ADS, but ACTS for In your opinion, what was Leo cant advantage for the agency, people? Burnett Group Russia’s secret recipe for winning the Golden as we’ve received more atten- When creating ideas, we focus Lion in 2011 – becoming the tion from the global network, the on two key aspects: People and global clients and media hold- first agency in Russia to win this Brand Purpose. The HumanKind award in the last five years? ings, we have become closer philosophy teaches us to identify I think it was a strong desire to to the world, gained a better the purpose of a brand for the win. We had been approaching understanding of creativity at an people, and to communicate this this goal since 2006, perfecting international level, gained greater in a simple and understandable our work and placing creativity access to global resources for manner. We honestly believe in above all else. Our victory at the our clients. However, on the other the power of creativity, and we Cannes Lions was an important hand, greater attention leads to propagate this approach to our milestone on the way to reach- greater responsibility, makes the clients. An example of “Acts not ing our main objective of being decision making process more Ads” is the Leo Burnett Latvia amongst the top 50 international complex and stiffens competition, campaign on Facebook - “If you especially considering that the and top 30 European agencies. like Latvia, Latvia likes you”. In growth rate is slowing down. It’s important to get a foothold a matter of days the campaign on top, which I wish all the partic- became one of the most popular ipants of the Golden Drum 2012 topics on Facebook and made Humankind is a well-known glo- Festival. bal Leo Burnett philosophy. How a country of 2 million people a do you use it in praxis in your known phenomenon around the region and how does it help cre- world, 16 #3 / Thursday / 4 October 2012 We can’t believe it’s only Wednesday #3 / Thursday / 4 October 2012 17 18 #3 / Thursday / 4 October 2012 Party time! Welcome lounge #3 / Thursday / 4 October 2012 19 20 #3 / Thursday / 4 October 2012 Golden Drummers Network

This year we decided to include an important novelty, that will help the Golden Drum Partici- pants to find old friends and acquaintances and to connect with new, interesting people. We developed a login system that allows Golden Drum participants to register, find the Golden Drum Participant they would like to connect with and send him or her a direct message.

In the course of years since Golden Drum started drumming, calling great minds from all over New Europe, Drummers were always there to shape and carry its message. You, our dear Golden Drummers, are our “raison d’etre” why Golden Drum does what it does and why it’s so damn good at it! You helped us shape its image, its ex- perience and its friendly note.

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

standards, mind boggling solutions and unique, new thinking.

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

Drummers meet in person at least once a year at the Golden Drum Festival, but they also con- tribute to online Drummers Community in Drum- mers Network, on Facebook, Youtube and Twitter. There, Drummers discuss hot issues, share their views and build friendships that last for life.

For latest news, please visit our website, our Facebook, Youtube and Twitter profiles! #3 / Thursday / 4 October 2012 21 Multi Channel Shortlist Q - Integrated communications campaigns

ENTRY CODE ENTRY TITLE ENTRANT NAME COUNTRY

Q001G12 The Shining Sun of Russian Poetry at Zenit GREAT ADVERTISING GROUP RUSSIA

Q002G12 Battle for the babies SAATCHI&SAATCHI BEOGRAD SERBIA

Q007G12 Repetition SAATCHI & SAATCHI SRL ROMANIA

Q010G12 Aqua Carpatica "Vote for purity" COHNANDJANSEN JWT ROMANIA

Q013G12 DFS syndrome VOSKHOD RUSSIA

Q018G12 Everything into home INSTINCT RUSSIA

How Three Small Businesses Got to Sponsor Q019G12 SEK & GREY OY FINLAND F1 Star

Q028G12 Words Hurt For A Lifetime PUBLICIS SP. Z O.O. POLAND

Q038G12 New Driving Tests App. LEO BURNETT BEOGRAD SERBIA

Q042G12 Free a Tree LEO BURNETT RUSSIA RUSSIA

Q044G12 Kauko Remotely Controlled Design Cafè HASAN & PARTNERS FINLAND

Q052G12 Romanians are smart BV MCCANN ERICKSON ROMANIA SRL ROMANIA

Q056G12 Your last journey PUBLICIS BUCHAREST ROMANIA

Q059G12 Doping TV YOUNG & RUBICAM POLAND SP.Z.O.O. POLAND

R - Direct campaigns

ENTRY CODE ENTRY TITLE ENTRANT NAME COUNTRY

R003G12 Blood Relations BAUMANN BER RIVNAY SAATCHI & SAATCHI ISRAEL

R010G12 Romanians are smart BV MCCANN ERICKSON ROMANIA SRL ROMANIA

R011G12 New Driving Tests App. LEO BURNETT BEOGRAD SERBIA

R012G12 Hamburger Timetable DDB WARSZAWA SP. Z O.O. POLAND

S - Digital campaigns

ENTRY CODE ENTRY TITLE ENTRANT NAME COUNTRY

S006G12 The World's Deepest Website OGILVY & MATHER UKRAINE UKRAINE

S013G12 Car vs Piano BBDO RUSSIA GROUP RUSSIA

S015G12 Parking Douche LOOK AT MEDIA RUSSIA

S025G12 Free a Tree LEO BURNETT RUSSIA RUSSIA

S026G12 Milkbusters SONCE.NET D.O.O. SLOVENIJA

S032G12 Romanians are smart BV MCCANN ERICKSON ROMANIA SRL ROMANIA

S033G12 New Driving Tests App. LEO BURNETT BEOGRAD SERBIA

S043G12 Readbook YOUNG & RUBICAM POLAND SP.Z.O.O. POLAND

S046G12 Paviel does not recommend MUW SAATCHI & SAATCHI, SPOL. S R.O. SLOVAK REPUBLIC 22 #3 / Thursday / 4 October 2012

T - Mobile campaigns

ENTRY CODE ENTRY TITLE ENTRANT NAME COUNTRY

T004G12 Parking Douche LOOK AT MEDIA RUSSIA

T007G12 Free a Tree LEO BURNETT RUSSIA RUSSIA

U - Events

ENTRY CODE ENTRY TITLE ENTRANT NAME COUNTRY

U75002G12 Chivas 12 Chairs REFORMA BULGARIA

U76001G12 U-Codes LEO BURNETT SP. Z O.O. POLAND

U76006G12 Touch the sound HYPERMEDIA SP. Z.O.O POLAND

U76018G12 The Little Guerilla War OGILVY & MATHER GMBH AUSTRIA

U77001G12 Blood Relations BAUMANN BER RIVNAY SAATCHI & SAATCHI ISRAEL

U77009G12 Your last journey PUBLICIS BUCHAREST ROMANIA

U77010G12 Amnesty International Poland YOUNG & RUBICAM POLAND SP.Z.O.O. POLAND

V - Public relations

ENTRY CODE ENTRY TITLE ENTRANT NAME COUNTRY

V79004G12 See beyond limits WEBSTYLER ROMANIA

V80009G12 Romanians are smart BV MCCANN ERICKSON ROMANIA SRL ROMANIA

V81002G12 The journey of the ball GMP ADVERTISING ROMANIA

V83002G12* Blood Relations BAUMANN BER RIVNAY SAATCHI & SAATCHI ISRAEL

V83009G12 No Rights, No Women LEO BURNETT BEIRUT LEBANON

V83012G12 Doping TV YOUNG & RUBICAM POLAND SP.Z.O.O. POLAND

V84002G12 Battle for the babies SAATCHI&SAATCHI BEOGRAD SERBIA

V84006G12 Books on the Phone EFFECT TURKEY

V84007G12 Parking Douche LOOK AT MEDIA RUSSIA

V84015G12 Readbook YOUNG & RUBICAM POLAND SP.Z.O.O. POLAND

V84016G12 A Bet for a National Conscience LEO BURNETT BEIRUT LEBANON

V85007G12 Autism deceives the senses PZL SP. Z O.O. POLAND

V85009G12* Make the politicians work! VOSKHOD RUSSIA

V85010G12 The Eating-Disorder Spoon OGILVY & MATHER GMBH AUSTRIA

V85011G12 New Driving Tests App. LEO BURNETT BEOGRAD SERBIA

V85014G12 The Little Guerilla War OGILVY & MATHER GMBH AUSTRIA

V85015G12 Jagermeister Ice ball OUTBREAK CZECH REPUBLIC

V85017G12 Save April first! SAATCHI & SAATCHI RUSSIA RUSSIA

V85019G12 OzU University 'The Game Of Your Life' 41? 29! TURKEY

V85022G12 Paviel does not recommend MUW SAATCHI & SAATCHI, SPOL. S R.O. SLOVAK REPUBLIC * V83002G12 Blood Relations – Entry was moved from V83 to V84. V85009G12 Make the politicians work! – Entry was moved from V85 to V84. #3 / Thursday / 4 October 2012 23

W - Innovative campaigns

ENTRY CODE ENTRY TITLE ENTRANT NAME COUNTRY

W009G12 Car vs Piano BBDO RUSSIA GROUP RUSSIA

W011G12 Touch the sound HYPERMEDIA SP. Z.O.O POLAND

W014G12 Parking Douche LOOK AT MEDIA RUSSIA

W018G12 Autism deceives the senses PZL SP. Z O.O. POLAND

W020G12 Make the politicians work! VOSKHOD RUSSIA

W025G12 Second Life LEO BURNETT & TARGET SA ROMANIA

W029G12 Kauko Remotely Controlled Design Cafe HASAN & PARTNERS FINLAND

W031G12 New Driving Tests App. LEO BURNETT BEOGRAD SERBIA

Piran Portorož Poster Award Shortlists

Entry code Entry title Author(s)

PPPA003G12 Fishbone Istvan Foltin

PPPA010G12 E&P_Seconds 1 Eugen Suman, Pavel Fuksa

PPPA011G12 E&P_Seconds 2 Eugen Suman, Pavel Fuksa

PPPA012G12 E&P_Seconds 3 Eugen Suman, Pavel Fuksa

PPPA014G12 E&P_Subway Eugen Suman, Pavel Fuksa

PPPA021G12 20Years Bartołomiej Walczuk

Dimitri Vachnadze, Lado Malazonia, Vano Saginashvili, Beqa PPPA037G12 Years Ticking Meparishvili

PPPA053G12 Guru Malgorzata Pietralik

PPPA054G12 Earplugs Viacheslav Nabokov

PPPA059G12 Rose-Statue Frosina Aleksovska, Galina Dabova

PPPA087G12 20 years of drumming Boyko Taskov, Ivan Raykov

PPPA095G12 Europe Aleksandra Marchocka, Ewa Cymer

PPPA098G12 The Rythm Anna Kargol, Marta Sobczyk

PPPA101G12 After 20 years of Golden Drum we are all in the business 1 Malgorzata Nierodzinska

PPPA102G12 After 20 years of Golden Drum we are all in the business 2 Malgorzata Nierodzinska

PPPA103G12 After 20 years of Golden Drum we are all in the business 3 Malgorzata Nierodzinska

PPPA112G12 Where are you from? Milorad Stefanoski, Gjorgji Janevski, Dejan Spirkoski

PPPA113G12 Aaaa...This is your work it's very nice! Milorad Stefanoski, Gjorgji Janevski, Dejan Spirkoski

PPPA114G12 Hmmm...I think I has seen this before! Milorad Stefanoski, Gjorgji Janevski, Dejan Spirkoski

PPPA115G12 Pavel 1 or Pavel 2? Milorad Stefanoski, Gjorgji Janevski, Dejan Spirkoski

PPPA116G12 How did you come with that idea? Milorad Stefanoski, Gjorgji Janevski, Dejan Spirkoski

PPPA151G12 Drum Violin Sticks Darko Bosnar, Srećka Gmaz

PPPA164G12 Drummer Primož Zorko

DAILY NEWS, October 2012 Published by: Golden Drum Festival, Design: Pristop, d.o.o., Production: Medijski partner d.o.o., Editor: Maja Jančič, Journalist: Manja Ujčič Zrimšek, Photo: Bojan Šverko, Tanja Ristič, Printing: Tiskarna Knjigoveznica Radovljica, Printed on paper Core Silk 115g provided by Alpe papir d.o.o. #1 / Tuesday / 2 October 2012 sponsors 2012 Thanks all iTs sponsors for Their supporT! We cOuldn’t have dOne it WithOut yOu!