Graham Lang, Chief Creative Officer at Y&R South Africa and Africa and the President of Best Piece Jury, started his opening speech with interesting quote: “The world is a pretty crazy place. There are awesome problems,” and offered the delegates solutions for all presented problems.
Ivan Stanković, Founder of Communis from Serbia, shared his life story with delegates and reminded them to follow only themselves: “Start with yourself, admit your faults, then try to correct them. If you accept your limits, you can overcome them. You don't have to do it publicly; you need to admit it to yourself. Be hated for what you are, rather than loved for who you are not. Don't climb to be seen by others, climb to see the world.”
That we should think about music at the very beginning of the project and how very important it is to strategically include music in ads was emphasised by Uli Reese, President of iV2 from Germany: "This is how brands should be today. You close your eyes and you know right away that this can only be one brand".
Sebastian Hejnowski, Chief Executive Officer, and Zofia Bugajna, Business Development Director at MSLGROUP Central and Eastern Europe from Poland, presented the future of PR industry, which doesn’t look very bright. The revolution in PR industry is bringing big changes and only solution is cooperation: "Public Relations has to integrate with advertising, social media and working hand in hand".
The history of the future was discussed by Vladimir Čeh, Founder of the Advertising History Institute from Serbia, Marko Ivan Pekica, Communications Lecturer from Croatia, Jernej Repovš, Regional Creative Director at Studio Marketing from Slovenia, and Ekrem Dupanović, Founder and Editor in Chief at Media Marketing and Art & Business from Bosnia and Herzegovina: "People working in agencies became slaves of their clients, jumping from pitch to pitch. Advertising industry is full of fear, fear of the agencies that they will lose their clients and fear of clients that they will lose their well-paid positions. But nevertheless, the advertising industry definitely has a future, but it has to return to its basic values.
Emma Wilkie, Managing Director at The Gunn Report Ltd from United Kingdom explained the Gunn study. The analysis encompassed 545 case studies and the results simply showed that there is an obvious link between creativity and effectiveness: »Emotional campaigns work harder. More than rational and combined. The power of emotion increases effectiveness.
Tim Parry, Director of Communications at Alzheimer’s Research from United Kingdom in Vasilije Ćorluka, Executive Creative Director at Publicis One Macedonia from Macedonia, presented the project Sea Hero Quest and revealed amazing data that 65% of the people answered the 'science badge' questions and shared their data, which helped scientists.
The keynote speaker of Golden Drum Cindy Gallop, Founder & Chief Executive Officer of IfWeRanTheWorld and MakeLoveNotPorn, stepped on the festival podium in her unique way. She emphasised the importance of women in leadership position in advertising industry. Women leadership will bring success to the agency: "Women make shit happen. Women get shit done".
Above: Cindy Gallop addresses delegates at the 23rd annual Golden Drum
The delegates also had a chance to see all of the creative entries from 26 different countries, competing for 23rd Golden Drum Awards.view more - Awards and Events