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Minsk, 86 Kommunisticheskaya str.

FIVE RULES ON THE WAY TO MAGIC. How communication can be successful in modern times.

Open presentations of the finalists.

MARKETING AS A DRIVER OF ADDED VALUE. Marketing driven processes. Marketing serves “sales”. “Sales” are the increase of economic indicators.

ADVERTISING GROUNDHOG DAY. How thanks to creativity large Kiev pub managed to become the most effective brand of the year in Ukraine, beating the industry giants with multi-million budgets. True story that repeats with a client and an agency every year, and every year this seemingly old story becomes new, relevant, interesting. Cases, facts and cartoons!

SEX SELLS, BUT HUMOR SELLS MORE. Seminar about why and how to use humor as a weapon in advertising, across all media. You will definitely learn something. You might even laugh. But attending this session will still be better than dying of boredom in a client meeting!

ANTAGONISM OF AUGMENTED AND VIRTUAL REALITY. AR / VR through the prism of the theory of media channels and the process of interaction between people and digital information surrounding them. Transformation of the market, from high expectations to antagonism, change of directions and appearance of useful cases. Augmented reality and virtual reality as tools of anthropology and crowdsourcing during the period of automation of processes and work with big data.

YOUR TIME IS 5 SECONDS. Technology might be making our attention spans shorter and more chaotic, but the principle of communication has always been the same: how do you capture someone instantly? How do you keep that attention? And how do you stay memorable enough all the way to the purchase?

MARKETING OF PAIN. Decoding the concept of pain and pain points in marketing and advertising. Why do we need Tension and what are the dangers hidden in Comfortvile. BRAVE-thinking and several advertising cases, which took place due to the high pain threshold.

Participants:
Dmitry Apolenis, Creative Director at AIDA Pioneer, Belarus
Patrick van Haperen, Creative Partner at L.O.V.E., The Netherlands
Oliver Drost, Chief Creative Officer at deepblue networks, Germany
Omid Novidi, Chief Operating Officer, MediaCom, Austria
Joel Volkov, Creative Director at Tank, Estonia
Mihai Fetcu, Creative Director at Geometry Global Bucharest, Romania

EVOLUTIONARY STRATEGY. Strategy is not a set of rules carved in stone and positioning slides full of right-pointing arrows, but something you should practice collaboratively every day to keep your companies and your brands alive, fit and happy. As the grandmaster of survival Charles Darwin said: “In the long history of humankind (and animal kind, too) those who learned to collaborate and improvise most effectively have prevailed”.

LOVE, SEX AND ROBOTS. Exit from zone of digital comfort. World of sex in the paradigm of AI technology. Fantasy world at the junction of big data and sexnet of things. How to use breakthroughs in technological and biological sciences to promote brands. Arsenal of working digital integrations for 2019.

HOW TO KILL GOOD IDEAS. From the moment a good idea comes up on piece of paper, to the very moment it loses any chances of seeing the sun light. How processes, beliefs, rush, fear and a couple of silly reasons will kill the idea that would make your brand reach the heart of the people you want.

NEW OLD MEDIA. In the modern world, all media channels have limited capabilities for targeted communication and effectiveness measurement. The only exception is Digital, where technology develops every year and presents new opportunities for communication, including offline. With innovative solutions, we can create new media at the intersection of Digital and classic media channels.

Topic: REBRANDING: ETERNAL VALUES OR SEASONAL IDENTITY.
Speakers:
Mikhail Gerasimovich, Chief Marketing Officer at Parimatch Belarus
Ilyas Aylisly, Head of Marketing at Parimatch Belarus
Vladimir Kobets, Creative Director at Digital Choo, Ukraine

NO, YOU'RE NOT DOING DIGITAL. A RANT. Digital has changed everything. And advertising is no exception. Or has it? This is not a speech, it's a rant. About digital advertising that isn't really digital. About advertising people that talk digital and act traditional. Marketers that are proud to shift their budgets to digital only to create even less impact than before. Are you really doing digital?

TAKE THE LIGHT SIDE OF THE FORCE. BENEFITS AND RISKS OF SOCIALLY ORIENTED MARKETING. What are the “dark” and “light” sides of marketing? Where does boom of social responsibility of brands come from? Why is it going to grow bigger? How to find relevant social problems and not to make banal mistakes? How to understand whether your business really needs it? Can Light side be more profitable and effective than dark side? What is the sense of life?

WORKSHOP «GOTIDEA!» The moment of creative stupor sooner or later overtakes everyone. It threats not only those who work at communication agencies but everyone who is trying to find a fresh solution: business, sales, new products launch, improvement of existing ones. On example of the task from betting company Parimatch we’ll figure out how to get out of the stupor and find a fresh idea.

DIVERSIFYING SOLUTIONS AND THE ROLE OF VISUAL IDENTITY.

DESIGN STRATEGIES. DELIBERATE DRAWING. 5 strategies of modern business. Design strategies and relevant examples of their implementation. Functions of strategic design. Updated algorithm of brand design. Metaphor is not the only way to translate meanings into images. 21 means of expressiveness.

REBIRTH OF A MEDIA BRAND – SUCCESS WITH AN AGGRESIVE DIGITAL STRATEGY. The offline world has left behind a number of great but low-performing media brands. Not only in Germany, but all over the world, we see day by day how challenges are simply pushed away. What is media value? When will a campaign succeed? And how can you make a media brand sexy again by simply digitizing it? Report on the newly won success of a formerly completely loss-making project with the help of the animago 2018. Comparison of online and offline campaigns and the use of agencies in an international environment.

Intellectual game, immersing into the sphere of communications.

For accredited participants, juries, headliners and guests of the festival

BREAK THE SHELF! How to develop effective communication with the consumer and increase brand sales thanks to packaging. What (so important!) we forgot about packaging design?

Creativity and Creative Effectiveness contests

BRANDING: MAXIMUM USE. Sometimes it seems that the client does not get everything he could from the agency, and often he has to turn to another agency. How to get maximum possible agency expertise at a project?

WHO MADE WHO: FROM SAKURА TO BIRCH TREE. Where did our ways go separate? Arnold Toynbee and Martin Heidegger believed that the culture of European values was doomed, and offered to look at cultural heritage of the East, especially Japan, where spirituality has always been a central task. Using the simplest pigments and tools, Japanese artist seeks to convey first of all not the beauty of the subject, but his own mood, which is willing to change. Is there a “less European thing” than a masterpiece painted on sand or water?

CAUSE MARKETING, OR 10 COMMANDMENTS ON HOW TO BUILD A WORLD OF RESPONSIBLE CONSUMPTION. The trend of "social involvement of business" came to our marketing and advertising market. More and more companies are getting interested in a new, social approach to communications with the consumer. More and more non-profit organizations are fighting for the effectiveness of integrated campaigns with commercial brands. Tools, rules, lifehacks, results and inspiration on living examples of Russian and foreign cases.

HOW TO DEVELOP A MEMORABLE BRAND COMMUNICATION AND WHAT’S ITS EFFECTIVENESS.

Viktoriya Efimova, managing partner at littleMORE
Topic: LET THEM TALK! BUT ABOUT WHAT, HOW AND WHAT DOES IT GIVE? Which information message to put into media space and what to do with it when developing PR communications.
Alexander Podgorny, CEO at Asterman
COMMUNICATION LANGUAGE FOR THE GENERATION OF MILLENNIALS.
Vitaly Krivko, Director at event-agency Terra Group
Topic: DUCT TAPE AND HOSE CLAMPS AS MARKETING TOOLS. Real tools of effective marketing partnership on events and ways to make events better.
Vladimir Bosko, Head of Sales, Ekaterina Savchenko, PR manager, LCD-media
Topic: SUPERPOWERS OF OFFLINE ADVERTISING. HOW TO USE, TARGET AND MEASURE.
Olga Kuzeeva, PR-manager at hoster.by
Topic: AT FIRST THERE WAS A NAME. CREATIVE DOMAINS OR 10 FEATURES YOU ARE NOT USING. Train fantasy, upgrade marketing, attract attention to your website.
Igor Baikov, CEO at BelRosReklama
Topic: MODERN TECHNOLOGIES OF CTR CALCULATION IN METRO TV NETWORK.
Alexander Pavlenok, Director at PridProm
Topic: ADVERTISING ON TRANSPORT. BACK VIEW.
Sergey Tatarchuk, Director at Druk-S
Topic: IF BRAND DOESN’T MAKE PEOPLE FEEL, NOWADAYS IT DOESN’T EXIST. You can make the client fall in love with your brand at first sight. At first touch to be exact. What should be done to achieve this.
Anastasiya Zmitrovich-Klepatskaya, Head of marketing and planning department at New Radio, Narodnoye Radio
Topic: NEW RADIO – NEW POSSIBILITIES.

MARKETING EFFECTIVENESS: LESSONS FROM THE IPA EFFECTIVENESS AWARDS. How the agencies’ creativity and insights succeeded in generating a huge return for their clients.

RIDDLES OF GENERATION Z. The discussion around this generation is becoming more and more active, it is cluttered with stamps and new names, but the question of who they are and what to do with them remains open. What topics are relevant for today's youth, how to build communication with them, what sources of information are authoritative for them and much more. Conclusions based on the analysis of their lifestyles and thoughts, which form the main characteristics of the generation Z. Z – Conscious, but in need of constant encouragement. Z – Self-confident, but open to other people's opinions. Z – Digitalized, but not locked in the room.

TECHNOLOGY, EQUALITY, SUSTAINABILITY: HOW BUSINESS AND CREATIVITY ARE DEEPLY CHANGING. Key principles to make brands matter in a world facing unprecedented challenges.

STORYTELLING FOR BUSINESS. STORIES PEOPLE ARE WAITING FOR.

MODERN E-COMMERCE: APPROACHES AND SOLUTIONS.

BRANDS HAVE TO BE MEANINGFUL TO SURVIVE.

ADVERTISING DARWINISM. NEW LANDSCAPE OF COMMUNICATIONS. New challenges of time dictate new trends. Do advertising agencies fit into the new landscape? The product of evolution is a structure capable to create effective communication. Practical case studies of projects created by the Agency team.

HOW AI WILL AFFECT WORK AND CREATIVITY IN THE NEAR FUTURE. Strong and Weak AI. How they are changing some kinds of works, even the creatives’ one, and how it will change our way to produce creativity.

OCCUPIERS OF TERRITORIES. How TUT.BY changes the format of native advertising in Belarus.

CULTURE-FORMING ROLE OF ADVERTISING? YOU GOTTA BE JOKING.

BRANDS IN SHEEP SKIN OR NATIVE ADVERTISING FORMATS. How the struggle for consumers’ attention is going on in digital channels and why a new line appeared in each brief – “The offer of cooperation with influencers is a must”.

BRAND BUILDING IN SOCIAL MEDIA. Real life stories of how we can build a powerful brand with the limited budget in social media full of scary competitors.

EDUCATION IN THE SPHERE OF COMMUNICATION: WHAT HAS ALREADY CHANGED? The sphere of communications is considered to be purely humanitarian, but this is far from being the truth. Now mathematics and programming are taking over the full scope of the communications industry. What kind of knowledge and competencies is needed for successful work in the industry.

Presentation of prize-winning films of one of the oldest international ad festivals Epica Awards 2018 – EPICA AWARDS ON TOUR, MINSK SHOWCASE. Special guest – Nicolas Huve, Operations Director at Epica Awards, France. The show of the best ad films from all around the world according to industrial press over a glass of champagne.

AD BIZ IS A SHOW BIZ. Imagine this: finally, you get the media budget that is big enough to reach everyone in the world. There’s only one problem – nobody is paying attention. What do you do?

CREATIVE GOOD. How creative solutions transform corporate social responsibility into effective and gambling competition.

USE OF COPYRIGHT OBJECTS. Visuals, audios, other objects in advertising. Rights on composite and derivative works. Use of copywrite objects from Internet data bases.

Lucas Boudet, Director General at European Advertising Standards Alliance, Belgium
Topic: Self-regulation and the Ad self-regulatory network: contributing to responsible advertising across Europe, today and tomorrow.
Participants: Alena Ustinovich, Chairman of Board of ACMA, Sergey Pilatov, Chairman of the Executive Committee of Coordinate Council on advertising

WHAT’S YOUR NEXT ICONIC MOVE? Standing out is becoming ever more valuable in a saturated marketplace, so the time is now to take the lead and contribute fresh ideas to leap ahead. For us, this means making Iconic Moves. In this talk, you’ll explore why Iconic Moves are the next frontier and how to apply them. You’ll look to international examples to see the impact on businesses.

GLOBAL CAMPAIGNS BY AUTOSTOP: HOW NOT TO GET LOST IN MARKETS, AUDIENCES AND INSIGHTS. In global campaigns you often have to choose between standardization and regional adaptation, take into account cultural codes and peculiarities, and put up with the fact that the audience varies from 50-year old “white collars” in USA to college graduates in Japan.

NEW MEDIA. CONTENT UNDERLINES THE SHAPE. Modern approach to creation of advertising campaigns means complete rethinking of client briefs. 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.

Business as creativity or creativity as business. The role of festivals and contests in the development of industry. News of creative season. The course on effectiveness.
Speakers:
Alena Ustinovich, Chairman of Board at ACMA, Belarus
Valentin Smolyakov, Executive Director at ACAR, Russia
Maxim Lazebnik, Executive Director of AAC, Ukraine
Tatsiana Scherbakova, President at RAMS, Russia
Mikhail Simonov, President of Silver Mercury, Russia

SMALL VIDEO FOR BIG BUSINESS.

WHAT BRANDS ARE TALKING ABOUT. Dialogue as a key influence tool that constructive relations with the consumer are based on. Where to land the landing party. Cases and techniques from real practice.

CAT AND MOUSE GAME: CATCH ME IF YOU CAN. Algorithm of interaction with the consumer in conditions of economic crises.

HOW TO BE A CREATIVE MARKETER IN 2019: STOP TALKING BULLSHIT ABOUT YOUR BRAND AND START TALKING ABOUT THE PRODUCT. Why does the choice between emotion and ratio lead marketers to Nowhere Land. Why people's emotions are more rational than marketers and creative agencies think. What consumer trends about brands are relevant today. What is the most banal you can do in 2019 and how to avoid it.

5 ON 30. HOW TO GET DOZENS OF CREATIVE APPROACHES IN FIVE MINUTES. SITNIKOV’S METHOD. To create ideas is always insolent. It’s been known for a long time that we only copy what was created by the demiurge and is in the over-world of ideas. But this is our job. In order to reach it and remember everything, everything that has been already invented, reformulate it all, start a new circle, you need to force yourself. Author's seminar tells about the way of search for ideas in the context of confrontation of System 1 and System 2. You will learn the methods (from the opposite, induced error, search for human value, search for drama in consumer’s life, design of emotions, from the role model), an exciting lesson of abstracting from yourself, formation of 20-30 approaches to the idea, evaluation and crystallization of the solution you found.

QUICKLY CHANGING BRAND. STRATEGIC RESPONSES TO CHALLENGES OF THE WORLD OF INCREASING SPEEDS. We live in a time of fundamental changes in the world. Absolutely everything is changing at a speed of light, trends disappear, not even having a chance to express themselves. What should brand creators do? How to respond to this interesting but not easy situation?

RAFFLE OF PRIZES FROM ORGANIZERS AND PARTNERS OF THE FESTIVAL

GALA AWARD CEREMONY OF THE WINNERS OF THE FESTIVAL

Entry by invitation.