I missed this place quite a lot since
last year so I was really excited to arrive. After the registration I started
attending the seminars witch I was interested in. Because of our late arrival
last night I wasn't able to attend the morning ones but I was still impressed by
the ones I got to attend.
1.The Huffington Post
The main idea of this seminar was the presentation of a new medium in which The Huffington Post is going to deliver information ,news and entertainment starting this summer. Their way of better engaging is by using a video platform.
I enjoyed listening to Arianna Huffington ,President and Editor-in-Chief of The Huffington Post Media Group. She is an extremely good public speaker, she has a useful and pleasant sense of humor and is obviously an extremely open-minded visionary person.
She first of all presented the whole concept of The Huffington Post , some background information and their initiative of better connecting with users and staying in touch with the latest technology. She also talk about The GPS for the Soul, which is another new concept soon to be launched by them. It follows the trend "Using technology to disconnect from technology" and gives users tips and ways of relaxing,dissconnecting while still being online and finding resources for keeping in touch with themselves.
Another speaker was Roy Sekoff ,The Huffington Post's Founding Editor witch presented the new video platform in detail, with all the benefits of using it to communicate with other people sharing same passions and engaging in different talk shows with comments and arguments by using information on the topics discussed present given by the website.
2.Berghs School of Communication & Great Works
First of the speakers in this Master Class was Berghs CEO,Camila Wallander which talked about the importance of collaboration and diversity for a successful collaboration. She gave examples for augmenting her ideas using one of the school's recent student case.
The second speaker, Ted Persson ,Co-Founder and Chief Creative Officer of Great Works presented the darker side of collaboration so he could make us understand how to successfully create collaborations. He shared insides based on his own experience about things that might not go according to plan and how we should act in those kind of situations .
1.The Huffington Post
The main idea of this seminar was the presentation of a new medium in which The Huffington Post is going to deliver information ,news and entertainment starting this summer. Their way of better engaging is by using a video platform.
I enjoyed listening to Arianna Huffington ,President and Editor-in-Chief of The Huffington Post Media Group. She is an extremely good public speaker, she has a useful and pleasant sense of humor and is obviously an extremely open-minded visionary person.
She first of all presented the whole concept of The Huffington Post , some background information and their initiative of better connecting with users and staying in touch with the latest technology. She also talk about The GPS for the Soul, which is another new concept soon to be launched by them. It follows the trend "Using technology to disconnect from technology" and gives users tips and ways of relaxing,dissconnecting while still being online and finding resources for keeping in touch with themselves.
Another speaker was Roy Sekoff ,The Huffington Post's Founding Editor witch presented the new video platform in detail, with all the benefits of using it to communicate with other people sharing same passions and engaging in different talk shows with comments and arguments by using information on the topics discussed present given by the website.
2.Berghs School of Communication & Great Works
First of the speakers in this Master Class was Berghs CEO,Camila Wallander which talked about the importance of collaboration and diversity for a successful collaboration. She gave examples for augmenting her ideas using one of the school's recent student case.
The second speaker, Ted Persson ,Co-Founder and Chief Creative Officer of Great Works presented the darker side of collaboration so he could make us understand how to successfully create collaborations. He shared insides based on his own experience about things that might not go according to plan and how we should act in those kind of situations .
DROGA5-Every Thing You always Wanted to Know About Advertising
But Were Afraid to Ask
The speaker for this Master Class was The Executive Creative Director in the US and the winner of over 50 major awards in the industry. He was an awesome speaker and prepared a very well structured presentation with good ideas and amazing examples. He worked in 6 different agencies in 4 different continents .
The mission of the agency is to become the most influential agency of this century.
He talked about the 5 most important principles in developing a successful advertising campaign.\
1.THERE IS NO FORMULA :In order to produce great work you have to go with your gut .
The speaker for this Master Class was The Executive Creative Director in the US and the winner of over 50 major awards in the industry. He was an awesome speaker and prepared a very well structured presentation with good ideas and amazing examples. He worked in 6 different agencies in 4 different continents .
The mission of the agency is to become the most influential agency of this century.
He talked about the 5 most important principles in developing a successful advertising campaign.\
1.THERE IS NO FORMULA :In order to produce great work you have to go with your gut .
2.BE SIMPLE: The best
work can be summed up in a sentance.If you cannot speak about your idea in a sentence
it is probably not such a good idea after all.
(He gave an amazing example about one of his favorites simple ideas in advertising : http://www.adweek.com/adfreak/droga5-creative-invents-adhesive-bandages-save-lives-138588)
3.LOOK FOR TRUTH: Try bringing the truth to life instead of pushing someone to believe in something not true. Send a message using an almost obvious truth.
4.ASSUME YOUR AUDIENCE IS LAZY: Make it very easy for people to access you message.
(good example of a campaign in which the target public is lazy and wouldn't make an effort to understand :
5.INSTEAD OF RESTATING A PROBLEM GIVE A SOLUTION
great example of a campaign trying to convince kids to go to school:
The best ideas I've heard today!
4.ESPM-What Do You Need To Do To Get The Most Out Of Your Creative Team?
The main purpose of this seminar was to explain how to get the best out of creative people. The speakers for this seminar were Michael Conrad, President of the Berlin School of Creative Leaders;Alexandre Gracioso ,Academic Vice-President of ESPM and Camila Wallander ,CEO at Berghs School of Communication SWEDEN.
They talked about the scenarios for talented professionals in the future, the profile of professionals in the communication industry, the competences needed ,good training programmers for inspiring creative people and about the preparation of professionals for working in economically different scenarios.
(He gave an amazing example about one of his favorites simple ideas in advertising : http://www.adweek.com/adfreak/droga5-creative-invents-adhesive-bandages-save-lives-138588)
3.LOOK FOR TRUTH: Try bringing the truth to life instead of pushing someone to believe in something not true. Send a message using an almost obvious truth.
4.ASSUME YOUR AUDIENCE IS LAZY: Make it very easy for people to access you message.
(good example of a campaign in which the target public is lazy and wouldn't make an effort to understand :
5.INSTEAD OF RESTATING A PROBLEM GIVE A SOLUTION
great example of a campaign trying to convince kids to go to school:
The best ideas I've heard today!
4.ESPM-What Do You Need To Do To Get The Most Out Of Your Creative Team?
The main purpose of this seminar was to explain how to get the best out of creative people. The speakers for this seminar were Michael Conrad, President of the Berlin School of Creative Leaders;Alexandre Gracioso ,Academic Vice-President of ESPM and Camila Wallander ,CEO at Berghs School of Communication SWEDEN.
They talked about the scenarios for talented professionals in the future, the profile of professionals in the communication industry, the competences needed ,good training programmers for inspiring creative people and about the preparation of professionals for working in economically different scenarios.
Day 2
1.The Coca-Cola Company-new Rules of Marketing and Consumer Engagement
The speaker for this seminar was Joseph Tripodi ,Executive Vice-President and Chief Marketing & Commercial Officer of The Coca-Cola Company. He talked about Coca-Cola advertising strategies.
He presented their purposes of creating shred value ,cultural leadership and also creating a network in which the consumers become more than just brand loyalists, but brand advocates.
The main message which Coca-Cola usually sends is based on happiness and optimism.
He gave some breathtaking examples of advertising campaigns which fulfilled the main purposes of the company.
He also described present campaigns as being youth driven and star struck ,as this sends an optimistic message to consumers.
1.The Coca-Cola Company-new Rules of Marketing and Consumer Engagement
The speaker for this seminar was Joseph Tripodi ,Executive Vice-President and Chief Marketing & Commercial Officer of The Coca-Cola Company. He talked about Coca-Cola advertising strategies.
He presented their purposes of creating shred value ,cultural leadership and also creating a network in which the consumers become more than just brand loyalists, but brand advocates.
The main message which Coca-Cola usually sends is based on happiness and optimism.
He gave some breathtaking examples of advertising campaigns which fulfilled the main purposes of the company.
He also described present campaigns as being youth driven and star struck ,as this sends an optimistic message to consumers.
2.OMD
Leveraging Success at Home to Seize Opportunity
Abroad
The speaker of this seminar was Guido Maria Barilla ,the Chairman of Barilla. He talk about the advertising strategies of his company ,the message they wanted to send right from the beginning of the company in 1877 and ever since.
Their main success in their advertising campaigns was within the relatable and simple message of family love and family values. All of their commercials contain a scenario which includes a good communication between family members, the process of preparation of the pasta and the way in which people are gathering in a beautiful way because of their reason of a simple family meal.
Another aspect mentioned was that although things have been difficult because of the financial crisis , they still invest the same amount of money in advertising and communication as they saw that this might be the key of staying successful during hard times.
3.Starcom MediaVest Group & TED
Inspire Me for the Future
The speakers of this seminar were a little bit unconventional because they weren't exactly famous, but a group of young creative young people with new ,different things to say.
Eric Berlow is an ecologist and network scientist who specializes in not specialising,presented the relation between nature, it’s beauties and colors as a resource for creative idea and good advertising.
Rachel Armstrong designs sustainable solutions using new technologies. She is a pioneer of synthetic biology - the rational engineering of living systems - and smart chemistry. She Presented synthetic biology as a resource for advertisers which are usually using synthetics instead of using the pure and unrespectable natural resources.
E Roon Kang lives and works in New York, where he operates an interdisciplinary design studio, Math Practice. He showed the possibility of achieving more complex and more creative designs by using algorithms.
Leveraging Success at Home to Seize Opportunity
Abroad
The speaker of this seminar was Guido Maria Barilla ,the Chairman of Barilla. He talk about the advertising strategies of his company ,the message they wanted to send right from the beginning of the company in 1877 and ever since.
Their main success in their advertising campaigns was within the relatable and simple message of family love and family values. All of their commercials contain a scenario which includes a good communication between family members, the process of preparation of the pasta and the way in which people are gathering in a beautiful way because of their reason of a simple family meal.
Another aspect mentioned was that although things have been difficult because of the financial crisis , they still invest the same amount of money in advertising and communication as they saw that this might be the key of staying successful during hard times.
3.Starcom MediaVest Group & TED
Inspire Me for the Future
The speakers of this seminar were a little bit unconventional because they weren't exactly famous, but a group of young creative young people with new ,different things to say.
Eric Berlow is an ecologist and network scientist who specializes in not specialising,presented the relation between nature, it’s beauties and colors as a resource for creative idea and good advertising.
Rachel Armstrong designs sustainable solutions using new technologies. She is a pioneer of synthetic biology - the rational engineering of living systems - and smart chemistry. She Presented synthetic biology as a resource for advertisers which are usually using synthetics instead of using the pure and unrespectable natural resources.
E Roon Kang lives and works in New York, where he operates an interdisciplinary design studio, Math Practice. He showed the possibility of achieving more complex and more creative designs by using algorithms.
Facebook
The Psychology and Creativity of Sharing
The speaker of this seminar was Paul Adams the Global Head of Brand Design at Facebook.
He talked about the opportunity that social media created for advertising and about the fact that people cannot understand yet how to use this type of advertising.Peoplee have always taken existing media and applied it to new types of media.
He advised advertisers to make social interaction, based their ideas on real fundamental social principles and last, take face book as new type of advertising medium ,something totally different!
The Psychology and Creativity of Sharing
The speaker of this seminar was Paul Adams the Global Head of Brand Design at Facebook.
He talked about the opportunity that social media created for advertising and about the fact that people cannot understand yet how to use this type of advertising.Peoplee have always taken existing media and applied it to new types of media.
He advised advertisers to make social interaction, based their ideas on real fundamental social principles and last, take face book as new type of advertising medium ,something totally different!
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