На 23 април 2013 г. ще се проведе Форум на рекламата 2013, организиран от Българската асоциация на комуникационните агенции. Седемнадесетото издание на събитието ще се състои в Sofia Event Center (Paradise Center, бул. Черни връх 100). Очаквайте скоро подробности за събитието!
ПРОГРАМА
09:00 – 10:00 Регистрация на участниците 10:00 – 10:10 Откриване на Форума
Красимир Гергов
Председател
Българска асоциация на комуникационните агенции
10:10 – 10:20 Young Lions Bulgaria-Print:
Награждаване на победителите в конкурса
11:55 – 12:40 Lions talk Ogilvy & Inspire 2012 with Alain de Botton*
Speaker:
Alain de Botton (Writer, Philosopher, TV Presenter, Entrepreneur)
Introduced by: Miles Young (Chief Executive Officer – Ogilvy & Mather Worldwide)
Ogilvy & Mather inaugurated the Ogilvy & Inspire lecture series at Cannes last year with an invigorating speech on creativity by Sir Ken Robinson. This year, the series returns to grapple with another examination of inspiration, the single most elusive – and – essential – aspect of our creative lives. Ogilvy & Inspire continues to explore inspiration and its genesis through the prism of the most brilliant minds of our age.
In this second installment of Ogilvy & Inspire at Cannes Lions, Alain de Botton, the noted essayist whose books encompass a philosophy of everyday life, helps us find the source of creative fire in our lives. Alain has found inspiration in a myriad of subjects, from architecture to religion, and by examining it has discovered deeper truths about the way the world works. In sharing his own point of view, he encourages us to know ourselves more deeply and to look for inspiration everywhere, every day. The session will change your mind.
12:40 – 13:40 обедна почивка 13:40 – 14:30 Lions talk 30 Years of Creative Chaos,
with Sir John Hegarty and Dan Wieden*
Speakers:
Sir John Hegarty (Worldwide Creative Director, Founder – BBH)
Dan Wieden (Co-founder, Global Executive Creative Director – Wieden+Kennedy)
Moderated by: Atifa Silk (Editorial Director – Campaign Asia-Pacific)
Ever wondered if Dan Wieden likes to “zag”, and if he would have put Nick Kamen in Y-fronts instead of boxers? What does John Hegarty really think of the Old Spice guy?
Join Dan and John, two of the industry’s most celebrated admen, who both founded their agencies within days of each other 30 years ago, to hear them discuss creativity, lessons learned, their inspirations, and the chaos of it all.
15:10 – 16:00 Lions talk 10 Ways to Challenge a Market: Lessons From A New Generation of Challengers*
Speakers:
Adam Morgan (Author)
Mike Cooper (Worldwide CEO – PHD)
If you Google “challenger brand” today, you get 15 million hits. But for all the conversation about challengers, one might question how sophisticated our understanding of that concept really is. The challenger’s strategic canvas permits a much wider choice of potential stances than the narrative of “Irreverent little player vs Monolithic and unscrupulous bigger player”, which is what the cliché seems to be. Marketers and agencies need to understand a broader challenger canvas, based on a deeper insight into the different kinds of challenger narratives that are currently succeeding across the globe.
Challengers, by definition, do challenge something, but it’s not always the market leader. In fact, although David vs Goliath is thought to be the archetypal challenger stance (Avis vs Hertz, Virgin vs BS, Pepsi vs Coke), in reality it’s rarely the most unusual challenger narrative.
This seminar explores the broader range of challenger narratives, from the irreverent maverick to the democratiser, along with an illustrative set of current examples. But the key question for marketers and agencies is how to use them – whether you’re entering a crowded category or maintaining challenger momentum once it starts to fade.
Each of these narratives has very different implications for media and this session explores how to take this understanding into the most relevant media strategy.
16:00 – 17:00 Представяне на наградените реклами от фестивала Cannes Lions 2012
*Ексклузивни прожекции на три от най-забележителните лекции от рекламния фестивал в Кан през 2012 г.
Двама от участниците на тазгодишния рекламен форум ще спечелят билет за концерта на Snoop Dogg, който ще се проведе на 8 юли 2013 г. в столичната зала „Арена Армеец“. Хип-хоп звездата ще гостува в България по покана на MediaPro Entertainment.
