In continuation of discussion of the role and meaning of advertising festivals for the industry and its representatives, we are sharing what Magnus Lužkov, founder and CEO of Optimist Group, one of the leading marketing alliances of Estonia, thinks about it: “Participation in advertising festivals like White Square teaches me to want more from my professional career. It is really easy to lose perspective if you stay at home. Meeting wonderful people and seeing wonderful work is a magic mixture of jealousy and motivation for me. Works every time”.