Program

since 9.15                     

Accreditation of the participants

10.00 – 10.20    

THE OPENING OF THE FESTIVAL

Greeting word of Irina Narkevich, the deputy of the Minister of trade of the Republic of Belarus

Congress Hall                   

10.30 – 11.30

Andrey Dligach, CEO at Advanter Group, the leading expert of Ukrainian Association of Marketing, candidate of economic sciences, Ukraine

Topic: Modern marketing strategies in solution of complicated tasks.

The changings on markets open new possibilities and give new challenges to business. Pro-active business gets significant advantages because of the implementation of modern strategic marketing.

11.40 – 12.30

Michail Dymshits, CEO at Dymshits and partners, Russia

Topic: Effective marketing and marketing communication in new reality.

12.45 – 13.35

Tristan Macherel, Executive Creative Director at Landor Associates, France

Topic: Invent Agile brand.

How branding should evolve according to the world? How brand should adapt to the world where disruption is the norm and where two thirds of the decisions customers make are informed by the quality of their experiences. We are in a period of change, and change is good, so don’t repeat that worked in the past as we don’t live in the past.

13.45 – 14.35

Benjamin Benimana, Founder and Creative Director at Ingoma Fab, Russia

Topic: Caution! Homo Sapiens!

Do you know what happens when business, idea and adequacy of creative team merge into a single mechanism for solving the client’s task? No? Then you won’t understand what successful communication mean until you talk to me… Then come and feel the difference: you will see what function and aesthetics mean. I will tell about the idea “package is a harmonious balance between marketing and design” basing on real practice. I’m sure that after that you will be able to manage the process yourself, without my help…» 

14.45 – 15.45

Andrey Gubaydullin, Executive Creative Director, Vladislav Derevyannih, Art Director at Voskhod, Russia

*Russian formulation of the topic has no equivalent in English.

How to learn to respect the consumer in advertising.

16.00 – 17.00

Vato Kavtaradze, Chairman, COOO at WINDFOR’S, Georgia

Topic: The story of the man who always talks.

How storytelling in marketing can improve brand's financial performance.

17.15 – 18.15

Mårten Knutsson, Chief Creative Officer at Satumaa Family Business, Sweden

Topic: How Аbsolut vodka built their brand by being creative in retail. 

Conference Hall

10.30 – 11.30

Andrew Kontra, Creative Director at BBDO Proximity, Russia/Canada

Тopic: Сontent marketing. Dismissing the disruptive and cultivating an ecosystem of things.

Every now and then, especially around festival season, our industry is flooded with buzzwords and perspectives on the “next big thing”. What if the next "big thing” has already arrive? What if it’s been in practice for more than 100 years?  What if it’s exactly what our audiences have already come to love and actively participate, without us joining in?   

11.40 – 12.30

Oleg Chanov, Managing Partner at Enter Invest, Belarus

Topic: Management of prices based on customers’ psychology. Tricks, manipulation or the way to earn more money?   

12.45 – 13.35

Roman Gusev, Creative Director at Black Sugar, Russia

Topic; Gamificated programs of loyalty – the tool of deep cooperation.

The implementation of gamification technologies as one of the main digital trends in 2015 and the most effective instrument of the forming of consumer’s loyalty.  

13.45 – 14.35

Tytus Klepacz, Digital Creative Director, DDB Warsaw, Poland

Тopic: Branded gaming: craft vs gameplay.

How to come up with a branded game and have fun with it.  

14.45 – 15.45

Vitaliy Bikov, Business development Director at Red Keds, Russia

Topic: How can a company do without ad agency?

How in conditions of economy to develop brand communications without the help of agency. What capacities can and should be developed inside the company and what is better to ask contractors for. The development of communication strategy and company’s own products (mobile applications, websites), SMM.  

16.00 – 17.00

Valery Volchetskiy, Senior Copywriter, Group Head at Hungry Boys, Russia

Topic: Bronze is the new gold.  Why do you need festivals for young creators when you are 28?

How and what for to participate in the festivals, what win, defeat and bronze mean, what and how to do and why you shouldn’t trust your creative director. The icing on the cake – amazing practical class.   

17.15 – 18.15

Volkan Karakasoğlu, Executive Creative Director at TBWA/Istanbul, Turkey

Live communication in “question-answer” format.   

Red Hall

10.45 – 11.30

Open press-conference with the representative of the Ministry of Trade of the Republic of Belarus, Association of Advertising Organizations, Coordinating Council on Advertising of the CIS countries, the organizers of the Festival

11.40 – 13.35

Law dialog about advertising: business communication format

Inna Gavrilchik, Consultantof the Governance of protection of consumer rights and control on advertising of Ministry of Trade of the Republic of Belarus, master of law, Belarus

13.45 – 14.35

Andrius Verseckas, Managing Director at LOWE AGE, Lithuania

Тopic: Social campaigns: how to make them buy those karma points.

Social advertising does not differ from any other advertising, therefore it should be crafted to sell. The most often problem is that clients themselves do not know what exactly they are selling. The product is Karma. Let’s see what consumers think about it.

14.45 – 15.45

Vasily Andreyev, design partner at SECTOR Estonia, Founder at  BalticDesignSchool, Belarus

Workshop. Topic: Do not be blind.

In 2000 all briefs in Sweden has contained a mandatory condition for all design products to be available for the people with limited abilities (PLA). There is not much has happened on the packaging design markets in Eastern Europe countries: when the last time you saw a mandatory line in your briefs? Let's face a problem: we are too blind to the blind people. Why? How the product adapted to people with limited abilities can bring thousands of loyal consumers. 

VIEW THE INTRO VIDEO 

16.00 – 17.00

Tatiana Ignatovskaya, Dariya Katkovskaya, Law company Stepanovski, Papakul and partners, Belarus

Topic: How can agency survive in abyss of contracts?

No matter how large your agency is, contracts are the basis of your company’s life. Contractual relationships are also an occasion to test your agency. Are you sure that you have everything executed in order, that for your customers, employees and contractors you use not template contracts which have little to do with reality? Believe me,  these questions are first of all addressed to the head of company but not to its accountant or secretary.           

17.15 – 18.15

Best ad videos of the world ABC show. The presentation of collection

White Hall

12.00 – 15.00

The show of the Festival participants’ entries – videos, cases

10.00 – 18.15

Work of exhibition stands, activations

20.00 – 02.00     

GALA PARTY «WHITE IS THE NEW GOLD» – opening party of the Festival, show program, buffet. Club Overtime, 4 Pobeditelei av.

For accredited participants and guests of the Festival only. 

since 9.45              

Accreditation of the participants

Congress Hall

10.00 – 11.00

Sergey Filazapovich, Sergey Zazheko, TDI Group, Belarus/Russia

Topic: How creativity grows into effectiveness.         

11.15 – 12.15

Márton Jedlicska, Creative Director at Kirowski Isobar, Hungary

Topic: The client and the agency – love story.

How to work effectively and improve the quality of work together with your agency. Practical things and insights that drive the agency creatives to achieve creative excellence.

VIEW INTRO VIDEO       

12.30 – 13.30

Karina Ogandzhanyan, Vice-President, co-owner at TWIGA, Russia 

Topic: Purple Giraffe. Rethinking of the role of advertising in modern society.

New communication senses. The role of advertising during three eras. Nowadays advertising abilities: the impact on social changes. The effectiveness of responsible communications. Role and possibilities of new advertisers in a modern world. 

13.45 – 14.45

Maciej Lissowski, COO Publicis, Poland

Topic: Shooting the stars, or The practical guide to celebrities.

Why do we use the celebrities for Advertising? How to use them for the benefit of brand? How to evaluate the brand`s need of this kind of support? And last but not least - how to practically manage the Celebrity once been chosen to support the brand and advertising.   

15.00 – 16.00

Mervyn ten Dam, Founder, Creative Director at ACHTUNG!, the Netherlands  

Topic: How to catch a goldfish?                           

In more and more connected world where entertaining content is anywhere, Facebook walls and twitter feeds are exploding with snack size entertainment, what are creative  tricks for brands to grab attention? 

16.15 – 17.15

Pavel Dedkov, Creative Director at PRKVADRAT, Belarus

Topic: Engagement marketing 2.0: six reasons to rob a toyshop.

Game approaches in advertising communications are not anymore surprising for anyone but when gamification reaches the product itself or sales process then the most interesting part starts.

17.30 – 18.30

Uniy Davidov, CEO at RCG group of companies, Russia

Interactive conversation. Topic: About crisis with love.           

Conference Hall

10.00 – 11.00

Olesya Drashkaba, Creative Director at Publicis Visage, Ukraine

Topic: Inspiration in advertising, or Advertising is an enemy to Advertising.

What inspires us in creation of modern advertisement.

11.15 – 12.15

Olga Oleynik, Director at AVC, Belarus

Topic: Stress stable branding. How does the combinatorics work. Breaking stereotypes of perception.

How to find effective and long term solutions which provide active life of brands in the period of heavy economic turbulence. New models of behavior in the changing world.

12.30 – 13.30

Alexander Kapelevich, Creative Partner at SUP Creative Kitchen, Belarus  

Topic: The end of captain Vrungel.

The lie that will kill your business. Bitter truth for co-owners and top managers of advertising agencies. 

13.45 – 14.45

Nuno Jerónimo, Partner, Creative Director at O Escritório, Portugal

Creative master-class.  

15.00 – 16.00

Vlad Saveliev, Creative Group Head, Oleg Romanov, Creative Director at NEF\TBWA, Belarus

Topic: Philosophy of Media Arts, or seven steps towards the light side of creative.

Media Arts: everything that is between the brand and the audience is media. Philosophy and technology of idea search. How to choose the media according to target audience. Effective but not expensive cases.  

16.15 – 17.15

Nataliya Suprun, Chief Operating Officer at Videoseed, Russia                                                        

Topic: Virus marketing and new technologies of audience involvement at the stage of product promotion.

17.30 - 18.30

Anna Slobodskova, Project leader at Depot WPF, Russia        

Topic: How much money does Depot WPF have? All secrets of commercial politics of one of the leading branding agencies in Russia.

What does the cost of branding services consist of? What does the customer see when getting commercial offer and what is not described in it? What happens at the agency after getting the project? Answers to the most provocative but also the most interesting for both, agencies and clients, questions.

Red Hall

11.15 – 12.15

Dmitry Apolenis, Creative Director at Aida Pioneer, Belarus

Topic: Emotional branding. Can it be really a different way.

What is primary in brand – ratio or emotions? What is the ideal balance of these parts? Is emotional brand a fantasy of theorists or the experience of practices? Why does nowadays consumer need a brand? Does the attitude to brands change with time?     

12.30 – 13.30

Nataliya Tachinskaya, Art Director at ISD Group, Russia

Topic: What is your headache about? Promotion of product in category where customers don’t care.   

13.45 – 14.45

Yulia Lyashkevich, advertising consultant, Belarus

Topic: Hallyu – the triumph of ordinariness (do you love pop like Koreans love it).

15.00 – 16.00

Valentin Lopan, Director at Agency of Business Connections, Belarus

Topic: How to establish communication able to hit the target.

Sometimes basic contents of necessary advertising message are obvious.  For example, when you launch a new product or service. But it is not always so.

16.15 – 17.15

Vladimir Maksimkov, Producer, Head at Karambol Group, Belarus

Topic: You are your own producer, or How to promote yourself as a brand.

17.30 – 18.15

Anatoliy Klimchuk, Director at ARTOX media Moscow, Russia

Topic: Imagine that you are capable to solve the question of reputation in limitless space of Internet.

White Hall

10.00 - 11.00 

The show of the Festival participants’ entries – videos, cases

11.00 - 12.00 

Master-class: From present legends to future legends.

Open format for young lions with the holders of Cannes awards. With the support of velcom company.  

12.30 – 18.00

NEW POSSIBILITIES OF BELARUSIAN MEDIA MARKET

15 presentations of representatives of Belarusian media market non-stop.  

Viktoriya Lud, Editor-in-chief, Sergey Skorohod, Head of project marketing.by

Topic: Media trends in Bynet from the point of new content projects and formats. 

Denis Molchan, Director at BelVneshReklama

Topic: Belarusian market of outdoor advertising. How to make outdoor advertising effective.

Topic: Making the marketer’s dream come true with iBeacon.

Alexey Rusakov, Head of department of cloud solutions, hoster.by

Topic: VideoSeed.by – the tool of guerilla video marketing. Promotion of video in the sphere of native advertising.

Ruslan Bibikov, specialist of Commercial Solutions department at 3M

Topic: 3M VAS. Soft for visual analysis of design layout.

Svetlana Shaporova, Director at RABOTA.TUT.BY

Topic: Domino effect, or The role of marketing in crisis.

While the companies cut their stuff the marketers get into TOP 3 of the most required specialists.

Evgeni Kaufman, Founder at EKA-Soft

Topic: Effective Internet solutions for your business.  

Topic: Digital city format: perspective of development.   

Yulia Zavgorodnaya, Chief producer at radio station Humor FM

Topic: Humor FM – the first humorous radio station in Belarus.

10.00 – 17.30

Work of exhibition stands, activations

since 9.45             

Accreditation of the participants

Congress Hall

10.00 – 11.00

Luc Chénier, Managing Director at TITANIUM Presentations, Canada/Ukraine   

Topic: The art of the presentation.

Companies and advertising agencies invest huge amounts of time and money in developing their pitch and products to perfection only to fail miserably when it comes time to present them to their target audience. In this session you will learn key techniques on how to enhance and clearly communicate what you are trying to say and sell with impact without confusing your audience and most importantly keeping their attention from start to end to increase your chances of getting the sale.

11.15 – 12.15

Ravid Kuperberg, Partner at Mindscapes, Israel

Topic: The Logic behind the Magic.

Helping agencies and clients generate an efficient structured method for developing effective marketing communications together.  

12.30-13.30

Maxim Lazebnik, Executive Officer at All-Ukrainian Advertising Coalition, Ukraine

Topic: Creativity=Effectiveness.

Based on examples of the most effective advertising campaigns in Ukraine.    

Conference Hall

10.00 – 11.00

The show of the Festival participants’ entries – videos, cases  

11.15 – 12.15

Olga Kashkan, Creative Director at Fabula Branding, Belarus

Topic: Ratibor, Idalgo, Valera: how to name a child born to become a brand.

Naming of trade marks.      

12.30 – 13.30

Armen Martirosyan, CEO at Antares media holding, Armenia

Topic: How to create an effective campaign attracting target audience out of nothing.  

13.45 – 14.40

Indrek Viiderfeld, Main Creative at Tabasco, Estonia

Topic: Agency without Project Manager.    

14.50 – 15.45

Ignas Kozlovas, Creative Director at FOLK, Lithuania

Topic: Collaboration as habit.

How the principle of collaboration allows to create more relevant content and reach fulfilled consumers mind. 

16.00 – 17.00

Igor Kolchenko, Partner at PR studio Sette, Belarus

Topic: Life hacking for Minsk marketers. How to launch a new brand with the help of PR.

Red Hall

11.15 – 12.15

PRESS-CONFERENCE WITH THE JURY CHAIRMEN. The participants of the contest program, mass media are invited.

12.30 – 13.30

Tatiana Lisitskaya, Director at Masmi, Belarus

Topic: How to increase the effectiveness of brand’s communication via marketing research.

13.45 –14.40

Oleg Besarab, Media Director at AIR | MEDIAINSTINCT GROUP, Belarus/Russia

Topic: Crisis story, or How to optimize media budgets. The possibilities of Belarusian advertisers on Russian market.

14.50 – 15.45

Gregory Hrabrov, Brand strategist at Brandson Branding Agency, Russia

Topic: Branding – creative or technology.

Branding as engineer thing.   

16.00 – 17.00

Best ad videos of the world ABC show. The presentation of collection

White Hall

10.00 – 17.30

Work of exhibition stands, activations

Congress Hall

17.30 – 20.00

GALA AWARD CEREMONY OF THE WINNERS OF THE FESTIVAL

20.30 – 04.00    

«FIFTY SHADES OF GOLD» - CLOSING PARTY OF THE FESTIVAL, show program, buffet. Club-bar Bristle, 10 Olshevskogo str. 

For accredited participants and guests of the Festival only.