Advertising festival Golden Hammer turns 10. Don’t stop dreaming!
08.05.2009
Golden Hammer will be held on the Baltic seashore in Jurmala, Latvia on the 11th – 12th of June 2009. Entry submission to the 10th Advertising festival has started and will continue till the 28th of May!
1st DAY, JUNE 11
TNS Latvia presents:
GOLDEN HAMMER SEMINARS
Venue: Baltic Beach Hotel, Jurmala
Date: June 11th, 2009
9:30 – 10:00 Registration and coffee
10:00 – 10:40
Jens Welin, Publicis Groupe Media, Nordic CEO, Sweden
Jens is a member of Starcom European Executive Group and he was elected Swedens most powerful media personality amongst the media agencies, Resumé 2008.
"Engaging consumers through comprehensive campaigns"
The media landscape has changed dramatically the last decade. The consumer is in control and brands struggle to get the same results they used to get with the old “awareness model”. With digital media, the consumers have more control and choice than ever, and brands need to engage the consumers to interact with products, media brands, aspirational events and creative media. Starcom Sweden was voted Global Media Agency office of the year by Cream Magazine in the Venice Media Festival 2008. Jens Welin, CEO of the Nordics and the co-founder of Starcom in Sweden, will present some of the work that was recognized by Cream Magazine. The presentation will focus on cases from Sweden and the Nordics. The case histories will cover brands like Tele2, Vattenfall (energy company), Svenskafans.com (football community), Activision Guitar Hero, WESC, and Viking Line.
10:45 – 11:35
Ian Clarke, Omnicom Media Group, CEO, UK
Ian has lead and won many awards including the Cannes Media Lions, UK Campaign Awards and won the Media and Marketing Europe Agency of the Year four times.
„Taking on the downturn”
Given the economic volatility that is sweeping the globe, it is critical that all media practitioners relentlessly pursue the most effective and efficient solutions for our clients. Implicit within this, we must understand and identify how best a brand can not only survive but prosper in today’s environment. As such, Ian’s presentation will outline some best practice strategies in taking on the downturn.
11:40 – 12:25
Zeke Tastas, Naked, Nordic CEO, Sweden
Zeke has been member of juries of D&AD Awards, Golden Drum, New York Festivals, London International Awards, Dubai Lynx, Kiev International Advertising Festival, Scandinavian Advertising Awards and more.
“WHAT IS ADVERTISING”
Advertising isn't always advertising and it hasn't always been advertising. Advertising can be a TV-show, a web site, a naked guy running through a crowded street covered in rancid butter or advertising could just be a plain old print ad. And it's all good. As capitalism is the new God, consumption is the new religion, brands are the new prophets and citizens become consumers - we become the high priests of a brand new world. Is it sad? Maybe. Is it cynical? Most certainly. But however we feel about it we need to act, we need to redefine who we are, what we do and how we do it.
12:30 – 13:15
Kai Roeffen, TBWA, Nordic CEO, Germany
"The Excitement of Advertising"
Kai Roeffen was awarded in over 160 national and international Award Shows such as Cannes Lions, New York Festival and London International Advertising Award. He also was part of the jury in national and international award shows like ADC and EURO ADC, Cannes Lions, One Show and Eurobest several times. In addition Kai is member of the board of the famous German Art Directors Club and member of the One Club in New York City. Also he is a member of advisory committee of North-Rhine Westfalia.
13:20 – 14:20 Lunch
14:20 – 14:55
Inessa Ishounkina, TNS Russia
"Digital technology role on research and data accessibility in future"
15:00 – 15:40
Costin Mihaila, MediaCom Amsterdam, Client service director EMEA, Netherlands
Costin Mihaila is a senior client contact for various global and regional accounts as well as a member of the EMEA board, with specific responsibility over Central and Eastern Europe
A quick look at the main marketing and communication strategy approaches companies should employ during recession times.
15:45 – 16:30
Tomas Nemura, Gaumina Interactive, Nordic CEO, Lithuania
“Digital creativity 2009”
There is one word to describe the direction online communication is moving today. INVOLVE. The greatest foreseen trend is to involve the users. Integrate online-offline, use social networks, mobile apps, online flash mobs and a great number of new ways. Let’s learn from the best: extremely creative examples that have already achieved great ROI.
The lecture is composed of two main parts:
- Case studies;
- Tips and practical advice how to do it yourself.
Experience in matching the unmatchable (creativity, brand objectives and needs of the target audience) led Tomas to working with leading Lithuanian brands. “How does your brand perform online? Is it exceptional? Do you feel it financially?”, these are the everyday questions for Tomas.
16:35 – 17:25
Olga Peresild, Trendmark, Nordic CEO, Estonia
Olga has been jury member in such advertising festivals as: KIAF, Cannes Estonia and “White square”.
“The role of media agency during recession period - waste of time or partnership”
Particularly, taking into consideration all changes the consumer and brand go through in the period of economic downturn it makes sense to revise the roll of media agency. How to survive in the time of crisis and how to find an opportunity for business growth are the key questions for a Client today. What do these questions mean for Media Agency? How crucial is it to have a reliable and proficient partner in behalf of Media Agency? If any, so what kind of Media Agency’s competence could be valuable from a Client’s perspective? It is the very right time to start a discussion on these topics and to share with audience some ideas.
17:30 – 18:15
Mihai Coliban, BBDO, Creative director, Russia
Prizes and/or finalist at: Epica, New York Festivals, Cresta Awards, Golden Drum, Golden Hammer, Kiev Festival; Ad’Or, AdPrint, Effie; Art Directors Club of Russia Awards, Moscow International Festival Red Apple. Member of the Grand Jury in Golden Drum - Portoroz, Slovenia in 2006.
"Think local, act local"
When cross breeding cultures creates monsters, it’s time for local values to strike back. And it looks as cultural relevance is the ultimate weapon against relentless globalization.
2
nd DAY, JUNE 12
Best Marketing presents:
1ST BALTIC MARKETING DIRECTORS´ FORUM
Think Baltic, act Baltic!
Venue: Baltic Beach Hotel, Jurmala
Date: June 12th, 2009
Forum topics:
- Case studies of successful pan-Baltic campaigns
- Analysis of pan-Baltic campaigns: what works locally / what works regionally
- Baltic consumer behavior and media consumption trends & analysis
- Successful creative and media planning solutions for pan-Baltic campaigns
PROGRAM
PART 1: Trends
13.00 – 13.30 Trends in Pan-Baltic consumer behavior
Margo Kurisoo, Nielsen
- what are the trends and developments in retail in Baltic countries;
- what are the similarities and differences in consumer behavior in Baltic countries;
- which product categories are still growing in Baltic countries;
- what have been the most successful launches of new products in Baltic countries.
Margo Kurisoo has been with Nielsen for 10 years and holds now positions of Business Development Manager for Baltics and Administration Manager for Estonia. Margo has a business administration degree from Tallinn University of Technology.
13.30 – 14.00 Trends in Pan-Baltic media consumption
Margo Veskimägi, TNS Emor (Estonia)
- what are the most popular newspapers, magazine, TV channels, radio stations and websites in Baltic countries;
- what are the trends and developments in media consumption in Baltic countries;
- what are the similarities and differences in media consumption in Baltic countries;
14.00 – 14.45 Global creativity: how to create campaigns which work well in different markets. (McCann Worldgroup Latvia). Speakers:
Sergejs Ņesterovs - McCann Worldgroup Chief Strategy Officer, Lowe Age Managing Director
Matīss Gaigals - McCann Worldgroup Channel Strategy Planner
Edgars Arnītis - McCann Worldgroup Strategic Planner
Edgars Stanga - McCann Erickson Creative Director
14.45 – 15.30 Pan-Baltic media planning. How to plan media in Baltic countries. Regional differences / similarities. Trends. (Baiba Liepina, Carat)
15.30 – 16.00 Coffee Break
PART 2: Case studies
16.00 – 16.30 Rimi „Tudish Piip“ campaign – finalist of Password 2009 Marketing Achievement competition (Evelin Mägioja, Marketing Director of Rimi Estonia). Comments about how Tudish Piip works in Latvia by Rimi Latvia Marketing & PR Manager Zane Eniņa.
16.30 – 17.00 DnB NORD „Basketball Deposit“ campaign – finalist of Lithuanian Password 2009 Marketing Achievement competition (Peter Tutlys, Marketing Director of DnB NORD Bank in Lithuania)
17.00 – 17.30 Local and regional marketing strategies of SEB Bank.
Karl Multer, Director of Marketing Communications Division of SEB Estonia.
- how regional marketing management works in SEB
- examples of successful local campaigns; how local ideas can be "exported" to other countries
- Pan-Baltic rebranding lessons
17.30 – 18.00 Statoil (Jana Rubina, Statoil Latvia marketing manager). Regional vs local campaigns of Statoil. When local / when regional? Examples of successful local / regional campaigns.
18.00 End
20.00 Gala, award ceremony
PRICE
- Full participant card (Golden Hammer seminars, Baltic marketing directors forum, Award ceremony): 220 EUR
- Golden Hammer seminars (11.06.2009): 115 EUR
- First Baltic Marketing Directors’ Forum (12.06.2009): 69 EUR
- Invitation to Award Ceremony (12.06.2009): 36 EUR
REGISTRATION FORM (fields marked with * are obligatory)
ACCOMMODATIONNB! Golden Hammer has special price for hotel!
Delegates can stay in Baltic Beach Hotel with special
35% discount.
Golden Hammer special price in Baltic Beach Hotel is EUR 88 single / EUR 111 double room per night (includes breakfast, swimming pool, parking and fitness center).
Baltic Beach Hotel reservation form for festival delegates is
here.
Info about hotel can be found
here.
Information about registration to Golden Hammer / 1st Baltic Marketing Directors´ Forum:
Unda Krieviņa
Project Manager
Best Marketing Latvia
E-mail: unda@hansaconferences.com
Tel.: + 371 28 355 828
For further information about the program of Golden Hammer and the 1st Baltic Marketing Directors´ Forum, please contact:
Hando Sinisalu
Best Marketing Head Manager
E-mail hando@best-marketing.com
GSM +372 50 28 561 Find out more about Golden Hammer: www.hammer.lv NB! Organizers reserve the right to make changes and adjustments to the program.
