Soon on White Square 2019 stage – Maxim Kolyshev, Chief Creative Officer at e:mg, Russia, winner of numerous awards at Russian and international festivals including Cannes Lions, Clio, Cristal, Penta, Golden Drum, Golden Hammer, Effie and ads creator for such well-known brands as Hasbro, Mondelez, Adidas, МТС, Opel, ZIC, Axe, Carlsberg, Tuborg, Jacobs, Purina, Rexona, Nokian tyres, Bridgestone. On April 19 Maxim will present a master-class on the topic NEW MEDIA. CONTENT UNDERLINES THE SHAPE and tell why modern approach to creation of advertising campaigns means complete rethinking of client briefs – if beforehand the creative lay in the plane of invention of content for radio, TV, print and UN, now the search for ideas is in the sphere of creating new media, where the content dramatizes the shape and the main criterion of effectiveness is emotional response of the consumer.
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