27-29 APRIL 2017 MINSK, BELARUS
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9TH INTERNATIONAL ADVERTISING

AND MARKETING FESTIVAL
CREATIVITY WINS

Program

The opportunity to attend all the events of the Festival is provided by ACCREDITAION, obtained by downloading and filling in the application form. Send filled applications to info@adfest.by. The application can also be completed online, by registering on the website, clicking “Accreditation” in your personal account and inputting the necessary data. Participation documents will be sent shortly after.

 

PROGRAM OF IX WHITE SQUARE INTERNATIONAL MARKETING AND ADVERTISING FESTIVAL 

 

APRIL 27

 

Since 9.15             

Accreditation of the participants and guests of the festival. Welcome coffee.

10.00 - 10.20

Opening Ceremony of the festival. Introduction speech of Alena Ustinovich, Producer of International marketing and advertising festival White Square, Chairman of Board of Association of Communications and Marketing Agencies of Belarus, Director of communications agency White Karona

CONGRESS HALL

10.30 - 11.30

Vitaly Bykov, CEO & Founder at Red Keds, Russia

Show lecture: CREATIVE LEADERSHIP.

What’s the difference between creative leadership and authoritarian. How to cultivate necessary qualities in yourself and why are they important for business success.  

11.40 - 12.30

Andrey Dligach, General Director of Advanter Group, Co-owner of Headshot brand development and Advanter.digital, Doctor of economic sciences, Ukraine

Topic: MARKETING TRENDS AND MARKETING BREAKTHROUGH: HOW TO INCREASE THE MARKET SHARE.

12.40 - 13.30

Magnus Lužkov, CEO & Founder at Optimist Group, Estonia

Topic: DADDY, PLEASE DRAW ME MARKETING.

Anyone is able to draw a car or a tree. But how do you sketch something really abstract like marketing? How does marketing even look like? Get a big picture of marketing process and learn how to be on top of it! Get 20 years of experience in less than one hour!

13.40 - 14.30

André Toledo, ASD/Copywriter at LOLA MullenLowe, Spain

Master-class. Topic to be announced soon.

14.40 - 15.30

Tommaso Mezzavilla, Executive Digital Creative Director at HAVAS Milan, Italy 

Topic: THE POWER OF A DIFFERENT POV.

How different POV is important in creativity. How creatives tried to change their points of view in arts, music, cinema and of course in advertising. How it’s hard to change personal point of view and how this can create better ideas.   

15.40 - 16.30

Kerstin Kessu Raidma, Creative Art Director at Tabasco, Estonia

Topic: ROCK’N’ROLL (IN) ADVERTISING.

16.40 - 17.30

Master-class. Speaker and topic to be announced to soon.    

17.40 - 19.10

Vladislav Derevyannyh, Art Director at Voskhod, Russia

Topic: ROCK STAR IN ADVERTISING.

Design for music, music for design, sounds in identity, music in advertising, voiceover, jingles, trackvertising and all-all-all that we can’t see but hear. The most musical and unprofessional seminar because after all what can a simple designer know about music?  

WHITE HALL

10.30 - 11.30

Сhristo Kaftandjiev, Editor of American Journal of Linguistics, Doctor of Philology, Professor of journalism at Sophia University, Bulgaria    

Topic: DIGITAL MARKETING COMMUNICATIONS AND INNOVATIVE HI-TECH INSTRUMENTS.

Integrated marketing communications. Digital ads, sale promotion communications, PR, direct marketing communications.    

11.40 - 12.30

Raimonds Platacis, Creative Visionary at ABNORMAL, Latvia

Topic: ARE YOU HAPPY?

Is it possible to be in advertising and stay happy? This question touches many creative directors, designers, account managers. They burn out once, twice, then are reborn and continue to serve the industry. How to be and stay happy by changing the way you do things? 

Let's dig into this question.   

12.40 - 13.30

Olesya Filatova, Executive Director at TWIGA group of healthcare communications, Russia

Topic: STABLE CLICHÉS AND NEW TRENDS OF HEALTHY CREATIVITY.

International trends: cases of Cannes Lions Health 2016. Healthy trends here and there: in general and in particular. Clichés in healthcare: how to learn and avoid them. Bright creativity in the sphere of healthcare.    

13.40 - 14.30

Elena Shilyaeva, Creative Director at TUTKOVBUDKOV, Russia

Topic: GRAVITY IS JUST A HABIT.

The story of how the agency from Volgograd united American rock band, Siberian air company and Russian cosmonaut training center to create advertising video that had got 35 millions of views in the first day and afterwards became a holder of Cannes Lions 2016. The story of how all the limitations can be overcame if you forget about stereotypes and habits – even the gravity.  

14.40 - 15.30

Vladislava Denis, Creative Director at Cheil Ukraine

Topic: THE STORY ABLE TO HIT MILLION LIKES.

Story rules the content. How to create the story? What makes it unforgettable? What is it impossible to work without? Iron rules of creation of stories and how they are used in cinema and advertising.  

15.40 - 16.30

Mikhail Perlovsky, Creative Director at ANYBODYHOME!, Russia

Topic: TRUTH IN ADVERTISING. WHY THE HELL IS IT NEEDED?

16.40 - 17.30

Master-class. Speaker and topic to be announced soon.  

17.40 - 18.30

Master-class. Speaker and topic to be announced soon.   

RED HALL

10.30 - 14.30

BLITZ CONFERENCE OF ASSOCIATION OF COMMUNICATIONS AND MARKETING AGENCIES OF BELARUS. MEDIA FORMAT. NEW MEDIA OF BELARUS.

12 reports of the representatives of Belarusian media market that will be useful for each marketing specialist.  

14.40 - 15.30

Ekaterina Selyavina, President of communications group MOVIE, Russia

Topic: HOW MUCH DOES IT COST TO ENTER RUSSIAN MARKET?

What do Belarusian companies need to know to enter Russian market and promote brands there.    

15.40 - 18.30

BLITZ CONFERENCE OF ASSOCIATION OF COMMUNICATIONS AND MARKETING AGENCIES OF BELARUS. MARKETING FORMAT.

 

 

20.00       

GALA PARTY – opening party of the festival. For accredited participants and guests of the festival only.


APRIL 28

 

Since 9.15

Accreditation of the participants of the festival

CONGRESS HALL

9.20 – 10.10

EPICA AWARDS ON TOUR, MINSK SHOWCASE

The show of the best ad films from all around the world according to industrial press – prize-winners of one of the oldest international ad festivals – Epica Awards 2016.

10.20 - 11.50

Gregory Trusov, President of consulting company Contact Expert, Russia

Topic to be announced soon.

12.00 - 12.50

Gerry Human, Global Executive Creative Director at Ogilvy & Mather London, United Kingdom  

Topic: ORIGINALITY IS DANGEROUS.

New ideas are risky, but in the right hands they always pay dividends.  

13.00 - 13.50

Dmitry Peryshkov, Creative Director at DDVB, Russia

Topic: HOW A SINGLE WORD CAN BRING BILLIONS, OR WHY “FOR WHAT” IS MORE IMPORTANT THAN “HOW”.

What is strategically important to know before starting re-branding, releasing new product, creating new brand or just before hitting the road.    

14.00 - 14.50

Anton Ahlin, Art Director at Oakwood Creative Stockholm, Sweden

Topic: JOY OF USEWHY FRICTION MATTERS.

The business of advertising is about creating interactions that should, at some point, lead to a transaction. Let’s deal with how friction can be your friend when designing for transactions.

15.00 - 15.50

Riccardo Rachello, Art Director at Wieden+Kennedy Amsterdam, The Netherlands

Topic: I HAVE NO F******* CLUE, AND IT FEELS GOOD.

A speech with plenty of doubts and no answers. In other words, a really honest recap of how I got here and how I discovered that being clueless can become a useful mindset to foster creativity. 

16.00 - 16.50

Bo Hellberg, Executive Creative Director at Edelman, United Kingdom

Master-class. Topic to be announced soon.

17.00 - 17.50

Master-class. Speaker and topic to be announced soon.

18.00 - 19.20

Yuniy Davidov, President of international advertising group RCG, Russia

One-man performance: SEX. FARCE. FUNERAL.  

Three unique advertising narratives based on a true story. Narrative about life, death, immortality. And about advertising. And also full house, tears and ovations!

In musical accompaniment by DJ Viola.      

WHITE HALL

10.00 - 10.50

Alexander Borovtsov, Commercial Director at J Lab, Belarus

Topic: NOT BECAUSE OF A SINGLE SITE: GENERAL REVIEW OF THE MAJOR IT-TRENDS.

Which innovative IT technologies will help to level up your business and earn more. VR, smart house, chat bots, artificial intelligence, BigData, mobile apps and how to use these technologies effectively for promotion of brands.  

11.00 - 11.50

Maxim Parhimovich, Director atWunder digital agency, Belarus

Master-class. Topic to be announced soon.

12.00 - 12.50

Vlad Sitnikov, Chief Creative Officer at Possible Group, Russia

Topic: GENERATION Z. TO BE A RELEVANT BRAND. YESTERDAY.

Generation Z. Who are they? How to communicate with them? What do they want? What a brand should do? Cases: KFC TV sync. Enjoy the real. Beeline #everythingispossible. The dullest that can be sold in dark web. Cooperative Black. KFC in the game.

13.00 - 13.50

Marko Edfelt, CСO & Partner at Satumaa Family Business, Finland

Topic: THE FASTEST FAST FOOD EVER! HESBURGER MOBILE APP.

Perfect example on how digitalisation can enhance a traditional business and create totally new revenue streams and possibilities. Selling hamburgers used to be the most analogue of businesses. In fast food business, where best location and driving self service is crucial for success the App  truly hit the jackpot by bringing a Hesburger restaurant in the pockets of Finnish consumers.

14.00 - 14.50

Jón Bragi Gíslason, CEO & Founder at Ghostlamp, Iceland

Topic: HYPERLOCAL INFLUENCER MARKETING.  

Ghostlamp is a self-serve on demand influencer platform that enables brands and agencies to create hyperlocal influencer campaigns, reaching audiences in certain areas of interest or location.   

15.00 - 16.20

DISCUSSION PANNEL. CREATIVITY WINS. FIVE PROOFS OF THE THEORY.

Moderator: Dmitry Apolenis, Creative Director at AIDA Pioneer Branding & Creative company, Belarus.

Participants:

Andrey Gubaydullin, Executive Creative Director & Co-owner at Voskhod creative agency, Russia.

Lars Jorgensen, Partner & Executive Creative Director at Anomaly Amsterdam, The Netherlands.

PabloPérez-Solero, CEO & Chief Creative Officer at Bungalow25 Circus, Spain.   

Massimiliano Maria Longo, Creative Director at Wunderman, Italy.

Lola Tehver, Director of ETKAL (Estonian Association of Marketing and Communications Agencies), Estonia.

16.30 - 17.20

Seb De Roover, Creative Director at &KOO, Belgium

Master-class. Topic to be announced soon.

17.30 - 18.00

Welcome drinks Ambassador. Raffle of prizes from organizers and partners of the festival.  

RED HALL

10.00 - 14.00

CONGRESS: PLACE MARKETING AND BRANDING. HOSPITALITY INDUSTRY.

Series of reports held by the leading speakers and expert practitioners of the CIS.  

14.10 - 15.10

Presentation of projects participating in the contest of hospitality industry.

15.40 - 18.00

EXPERT CLUB OF ASSOCIATION OF COMMUNICATIONS AND MARKETING AGENCIES OF BELARUS. PERSONAL CONSULTATIONS FOR ACCREDITED PARTICIPANTS OF THE FESTIVAL FROM TEN EXPERT PRACTITIONERS OF MARKETING AND COMMUNICATIONS INDUSTRY OF THE CIS.  

 

 APRIL 29

 

Since 9.45             

Accreditation of the participants of the festival

CONGRESS HALL

10.00 - 11.00

Master-class. Speaker and topic to be announced.

11.10 - 12.10

Denis Eliseev, Creative Director & Partner at Friends Moscow, Russia

Topic: CREATIVITY IS THE NEW MEDIA.

How to create ideas that provoke discussions among people and increase effectiveness of media campaigns.    

12.20 - 13.20

Andrey Logvin, Creative Director at studio BORSCH, Russia

Тема: REAL CHISTMAS BALLS AMONG RUBBER WOMEN.

How to overcome virtuality and return emotions to commercial communications.   

WHITE HALL

10.00 - 11.00

Francesco Guerrera, Creative Director & Partner at Le Balene, Italy

Topic: HANDCRAFT OF AN IDEA. FROM PHOTOSHOP EPIC FAIL BACK TO SIGN PAINTING.  

11.10 - 12.10

Irina Potast, The Chairman of Board at Ark Group, Russia

Topic: ACTUAL REALITY: CONSUMER INVOLVEMENT 2.0.  

12.20 - 13.20

Olga Oleynik, Creative Director & Managing Partner, Inessa Vaznyuk, Senior Copywriter, AVC, Belarus

Topic: METALANGUAGE OF COMMUNICATIONS. MECHANICS OF BRAND ACTIVATION.

Metalanguage. Immersion. Why do we care about it. The laws of perception. Unity in endless diversity. Instruments, codes and methods of creation of actual brands.  

13.30 - 14.30

Alexander Voronkov, Art Director at Depot WPF, Russia

Master-class. Topic to be announced.

14.40 - 15.40

Martiņš Legzdiņš, Art Director at Tribe, Latvia

Topic: TRUTH SELLS.

Real documentary stories in brand communications. Why? For what? Who? Brand turns into personality. Without any time, territorial, private limitations – everything gets absolutely clear and available.

15.50 - 16.50

Mário Mandacaru, Creative Partner at A Equipa, Portugal

Topic: DO YOUR JOB. MAKE LOVE.

Branding as a way of touching people’s hearts.   

17.00 - 18.00

Welcome drinks. Raffle of prizes from organizers and partners of the festival.

RED HALL

10.00 - 11.00

Speaker and topic to be announced.

11.10 - 12.10

Nicolina Popovic, Creative Director at Grey MENA, Qatar

Topic: FROM THE HUMAN. FOR THE HUMAN. TRANSFORMING BIOMETRICS INTO ART AND ADVERTISING.

One of creative trends that will dominate also in 2017 will be definitely use of human data. Marketing needs new stimuli, new experiences emotions and empathy. Data generated from new technologies, like biometrics, could be the new soil, inspiration for art and advertising. How to use data generated from emotion to recreate emotion in the consumers? Inspired by neuro-tools such as eye-tracking, EEG, emotional facial recognition and others.

12.20 - 13.20

Sergey Atanasov, CEO & Co-founder at LOVATA, Belarus
Topic: MARKETING IN REALITY OF SHARING ECONOMY. 

13.30 - 14.30

Olga Shevchenko, Art Director at Vintage Web Production, Ukraine

Topic: WOW-SITE AS A TOOL OF BRAND PROMOTION.

How website can make a brand recognizable and what is needed to achieve it. How to sell products and services with the help of stories.   

14.40 - 15.40

Artem Sinyavsky, Founder & Executive Creative Director at Marvelous, Russia

Topic: ENTERTAIN OR DIE. HOW TO SURVIVE IN THE WORLD WHERE EVERYONE WANTS CIRCUSES MORE THAN BREAD.

Did your agency lost lots of pitches recently? And clients started to look for other, younger creatives with burning eyes? You are in panic and don’t know what to do? Which ideas to offer and how to survive? It’s time to leave advertising and break into the world of show business. Learn how to do that and what it means.   

15.50 - 16.50

Speaker and topic to be announced.

 

 

18.00 - 20.00

CONGRESS HALL

GALA AWARDS CEREMONY OF THE WINNERS OF THE FESTIVAL

21.00  

CLOSING PARTY of the festival. For accredited participants and guests of the festival only.


* The program might have slight changes and additions.  

 

 

We invite everyone interested in increasing their expertise in marketing and advertising, acquiring new and useful business contacts of the leading and communicational agencies and ad makers from Belarus and abroad. 

The cost of accreditation for all the Festival days per one company representative is quite democratic:

260 USD + VAT - before March 24,
295 USD + VAT – after March 24

Loyal participants are entitled to discounts.

For details, contact Festival Direction: +375 17 2044117; +375 17 2044227; +37517 2050916, +37517 3064473, +375 29 397 41 71.