Cultural and business center "House of Moscow", Minsk, 86 Kommunisticheskaya str.

Greeting word of Alena Ustinovich, Producer of the Festival, Chairman of Board of Association of communication and marketing agencies of Belarus, Director of communication agency Belaya Karona

ARTIFICIAL INTELLIGENCE IN MARKETING: NEW INTERFACE OF INTERACTION BETWEEN BRANDS AND CONSUMERS.

THE 4P’S. THE THEORY OF EVERYTHING, EFFECTIVENESS INCLUDED. The rules for a good communication work wonders to achieve effectiveness. Such rules might be simple to understand, not so much to pursue.

SPECIAL FEATURES OF PRIVATE LABELS DEVELOPMENT IN BELARUS. POSSIBILITIES AND PERSPECTIVES FOR BUSINESS.

MARKETING ON STRAINING MARKETS: DEVELOPMENT OF OFFER, RETAIL AND COMMUNICATION

RENAISSANCE OF ADVERTISING INDUSTRY. Subculture of hypebeasts is an eloquent sign of society transformation. Brand matters. And it means that Gotham city needs Brandman again – Renaissance of ad industry is coming.

DO BRANDS NEED MOTHERLAND? Who and what do the brand’s nationality dictate? Cyrillic vs. Latin. Not by a single logo: how nationality is reflected in design.

HOW BLOCKCHAIN CAN BE USED IN MARKETING AND ADVERTISING, AND HOW THE LIFE OF BELARUSSIANS WILL CHANGE AFTER 28.03.2018?

A BRANDING JOURNEY: LET’S GO TOGETHER. Branding design is a journey. You’ll never go alone – it always takes at least two, you and your client. What makes a journey accomplished? Who are your travel companions? What are the most popular destinations in branding today and should we go there? How not to get lost in the middle of the journey? Let’s have a look together at different stages of branding journey from preparation through to final destination.

Showcase of the finalists of the Festival.

STRUCTURE, PROCESS, CREATIVITY: WHY THEY ALL BELONG TOGETHER. Does structure kill creativity? Is it okay to be creative if you’re working in marketing? Can a well-structured work process lead to better ideas? As the headline already suggests – this little lecture will tell you why creatives shouldn’t be chaotic, and why account and marketing people should embrace creativity.

ANALYZE IT! How to significantly increase the profit of e-commerce.

АNIMA ALLEGRA IN BRANDING. HOW TO LAUNCH PROJECTS BY THE LIGHT OF YOUR SOUL. True creation is possible just in state of gratitude, integrity and excitement. Being in “hit or run” mode it’s impossible to create united and strong brands. Let’s forget about technologies for 40 min and speak about anima allegra.

CREATIVITY OR EFFECTIVENESS? MONEY OR FAME? Is it possible to be either smart or beautiful? Creativity everyone is fed up with and well-known Effectiveness. Lots of video cases and the most honest answers to all the questions.

PULL AGAINST PUSH: HOW TO CREATE CONTENT THAT WILL ATTRACT PEOPLE. Recently advertising is perceived by spectators as a “foreign organism” on good contents’ body that they want to get rid of asap via Adblock. The solution is to create ad content that will be interesting for spectators. Contest that they’d like to find themselves without waiting until it’s shown in advertising block. And even the content in which no one would recognize advertising.

TOO LATE THROUGH THORNS. There is no unique creative method of design creation. In different manifestations it’s the same, well-known to everyone pocking method, or if to call it more delicate, looking over options. Main principle difference between good designer and bad one is that that the good one checks a way more options when looking for a worthy idea.

Moderator:
Vladilen Sitnikov, Chief Creative Officer, POSSIBLE Group Moscow, Russia
Speakers:
Yury Gladky, Co-founder & CEO of GRAPE, Ukraine
Marko Edfelt, COO & Partner of Satumaa Family Business, Finland
Levan Lepsveridze, Chief Creative Officer & Co-founder of Leavingstone, Georgia
Haris Amiel Hevia, Creative Director of Psycle Interactive, Spain

DESIGN AS A SOCIAL TOOL. Creation and modeling of brands via social insights. Changing world makes adjustments into creation of brands. Comodization of services, products, brands changes tools and approaches towards design and brand development. Learn how.

GENIUS AS PERFORMANCE, NOT THE GOD’S GIFT. In communication industry effectiveness is important not only in products and disciplines but in collaboration with people. Because it’s people and their performances that determine business success most of all. Innovative approach – Genius. Genius as a new way of thinking of the 21st century and model of potential development at the level of personality, team, company. Switching on Genius determines the way to extraordinary effectiveness, better performance and pleasure. And it’s really available for everyone, not just for special ones.

BLOOD, SWEAT AND BITTERBALLEN. About advertising life in Holland, rain and fried snacks.

HOW TO CREATE A BRAND AND SCREW UP. How to spend client’s money to make it worse for him. How to choose an agency that will swallow your budget. How to choose an idea that will be lost in advertising clutter. How to hold an ad campaign that will repel your current audience and won’t attract the new one.

HOW TO BE FRIENDS WITH INFLUENCERS. Does the size matter? How to choose an influencer. Blogger for an hour. About long-term relations between KOL and product. Is it worth it? Counting imaginary effectiveness of work with influencers.

DEVOTED TO THE TENTH ANNIVERSARY OF THE FESTIVAL

HOW TO CREATE BRANDS IN THE ERA OF DIGITAL. Why loyalty doesn’t exist any longer. Why data don’t make sense without creativity. How investments into brands influence company’s development in the changing technological world. Why should a brand be a content-hub.

Isloch Park.
Accredited participants, juries, headliners and guests of the Festival are invited
Special guests – Shuma and Dyadya Vanya.
Buses depart from the entrance of hotel Belarus at 19 pm.
Return buses to the city at 23.00, 24.30, 01.00.

Cultural and business center "House of Moscow", Minsk, 86 Kommunisticheskaya str.

Ruslan Sergey, director of Action Studio
Topic: ANIMATED VIDEOS. FASHIONABLE TREND OR SALES TOOL?
Pavel Bogdanov, head of department of cloud solutions of hoster.by
Topic: TECHNICAL FEATURES THAT CREATIVE PEOPLE FORGET ABOUT. BUT IN VAIN.
Anastasiya Legchenkova, associate marketing director of VideoKvadrat
Topic: ADVERTISING MEDIA IN MULTI-STOREY BUILDING AS A TOOL OF INTEGRATION BETWEEN BRAND AND AUDIENCE.
Alexander Pavlenok, director, Pavel Demidov, art director, PridProm
Topic: 7 YEARS IS A NORMAL FLIGHT, OR HOW ADVERTISING ACROSS CAPITAL BORDER WORKS.
Denis Molchan, co-founder of Belvneshreklama
Topic: BIGAMY – EXOTICS OT NORMAL THING. EXAMPLES OF MULTI-CHANNEL AD CAMPAIGNS FROM BELVNESHREKLAMA.
Vladimir Bosko, head of sales of LCD media
Topic: THE POWER OF DIGITAL-INDOOR: CROSSING THE BOUNDARIES OF THE USUAL. How to reach those who is unevaluable in Internet or TV and how to target advertising without errors.
Anastasiya Zmitrovich-Klepatskaya, head of marketing and planning service, Oleg Lihorad, program director, New Radio and Narodnoye Radio
Topic: HOW TO GET AN EFFECTIVE AD CAMPAIGN BY MAKING A SINGLE CALL TO RADIO STATION.
Natalia Morneva, head of business-direction of advertising and souvenir production of Smarton, TM Logoton
Topic: MARKETING OF CORPORATE GIFTS: TRENDS AND DISTINCTIVE FEATURES OF BELARUS.
Alexandr Podgorniy, CEO of Asterman
Topic: EFFECTIVE APPROACH TOWARDS CREATION OF ILLUSTRATIVE VISUAL ADVERTISING IMAGES AND CHARACTERS. POSSIBILITIES OF SCOPE TECHNOLOGIES INCLUDING VR/AR.
Nadezda Artuganova, project manager of РАБОТА.TUT.BY
Topic: STAFF QUEST: HOW TO FIND AN EMPLOYEE TO ADVERTISING BUSINESS.
Denis Misyulya, art director & founder of Moloko
Topic: HOW TO MAKE GOOD MARKETING WITH MINIMAL BUDGET.

Open presentations of the finalists. Partner of the contest – TM Villmonte.

FAST FORWARD! AD INDUSTRY IN CHINA.

TECHNOLOGY: A NEW LANDSCAPE FOR CREATIVITY. From consumers to users, from media formats to realities, from concepts to storytelling. An exploration of how new technologies are shifting and transforming the creative process in a world where AR, VR, MR and Machine learning are shaping new standards and a vast landscape of opportunities for brands, agencies and consumers.

SWITCH OFF THE BRAIN! HOW TO COME UP WITH IDEAS IF YOU ARE NOT A CREATOR. How to develop creative thinking and look for bright ideas and insights and, in general, think like no one else.

IT’S BEAUTIFUL! THE IMPORTANCE OF CRAFTING IN THE DIGITAL ERA.

THE IMPORTANCE OF BACKGROUND IN CREATION OF BRANDS. WHAT IS THE NECESSARY TOLL OF EFFECTIVE COMMUNICATIONS?

HOW E-COMMERCE PROJECT CAN ENTER INTERNATIONAL MARKET AND NOT DIE.

Moderator:
Dmitry Apolenis, Creative Director of AIDA Pioneer, Belarus.
Speakers:
Dries De Wilde, Creative Director of Duval Guillaume, Belgium
Firas Medrows, Executive Creative Director of DDB Dubai, UAE
Gatis Rozenfelds, Creative Director & Co-founder of Tribe Riga, Latvia
Svetlana Stepanenko, CEO of TWIGA Ukraine

SECOND SPECIALIZED CONGRESS

PANEL DISCUSSION
Moderator: Dmitry Kashkan, Managing Partner of Fabula Branding, Belarus

AN ARTISTIC VIEW TO BRANDING AND A BRANDING VIEW ON CULTURE. When produced with quality and ethics, "art for branding" can be a useful and positive tool of social influence because it represents a commitment of the brand to do something more than simply try to sell a product, represents a commitment, a desire for cultural integration and respect for the consumer.

ADVERTISING AGENCY. INSTRUCTION FOR USE. How to choose the agency that you really need? Is there a connection between costs and quality? Why is brief needed and what is the best way to brief the agency? What motivates the agency for achievement of the highest results? What can be considered the highest result?

Vladimir Lifanov, Creative Director of Suprematika, Russia
Topic: HOW THE TEAM OF PROFESSIONALS CREATES TERRITORIAL BRAND OF THE COUNTRY AND WHY IT IS IMPORTANT.
Alexey Sosnitsky, Strategic Director, Vitaly Yatskevich, Managing Partner, PG Branding, Belarus
Topic: SPECIAL FEATURES OF BELARUSIAN CULTURAL CODE, OR WHY BELARUS NEEDS TERRITORIAL BRANDING.
Anatoly Akantinov, General Director of Center of strategic planning Marketing systems, Belarus
Topic: EVENTS AS EMOTIONAL BRANDING TOOL.
Marina Roshina, Director of reputation agency SBS, Belarus
Topic: TERRITORY IS A BRAND.
Vitaly Krivko, Director of event-agency Terra Group, Belarus
Topic: SEDUCTIVE TANKS.

DIGITAL CREATIVE SHOWCASE FROM JAPAN. How to exploit data for creative business. How to deploy “Digital Marketing Campaign". How to utilize A.I. for agency business.

LOVE LANGUAGES IN ADVERTISING. Brands want to be known, considered, used, respected and ultimately even loved. But do they speak the love language of their audience? Do brands show their affection to their loyal customers in ways they can really feel it? 80% of the time they don’t. Learn why and how. Be a polyglot when speaking to your customers using 4 additional languages.

DIALOG PLATFORM. CHANGES IN LEGISLATION ON ADVERTISING: WHAT WE CAN NOW. We can do more but how to do it.

SIMPLIFICATION. THE THEORY OF JANGLING SIMPLICITY. For brands being effective means being clear and relevant for consumers. Revealing the secrets of “simple” solutions.

Showcase of the finalists of the Second specialized Congress "Territorial branding. New practices"

PHYZAGHI. Why do some brands have high earned media and others not? Why are some campaigns being shared by thousands of people and others not? What is the most important thing while planning viral campaigns? Answers to these questions by showing several examples and discussing behind the scenes. And, yes: Phyzaghi is Georgian slang word meaning total truth, authenticity, reality.

WILL IT WORK OUT OR NOT: TESTING ADVERTISING CONCEPTS ON TARGET AUDIENCE. Estimation of attractiveness of ad concept by potential consumers. Analysis of concept accordance to advertised product. Eye-tracking testing of visual part of ad concept.

II SPECIALIZED CONGRESS "TERRITORIAL BRANDING. BEST PRACTICES"

IT’S MY TERRITORY. Territorial branding is a very popular topic nowadays. Everywhere from a small town in north Ural to European countries everyone cares about branding and self-identification. “We need tourists”. “We need to attract investments” – say regional authorities and run to the best studios in the world spending immense fortunes. Months of work, best creative minds, well-studied international experience, professionalism… But you neighbor won’t put on a T-shirt with a new nice town’s logo even to the country house. Joking, to the country house he probably will. But how to make it the way so the identity was recognized not only by city mayor or governor but by the majority of citizens. It’s simple – you need not territorial branding, you need to brand people.

Cultural and business center "House of Moscow", Minsk, 86 Kommunisticheskaya str.

Epica Awards 2017. The show of the best ad films from all around the world according to industrial press – prize-winners of one of the oldest international ad festivals – Epica Awards 2017.

Showcase of the finalists of the Festival.

PANEL DISCUSSION

NEW TRENDS IN BRAND COMMUNICATION. The world of communication has changed not only for agencies and creativity but mainly for brands. Let’s see the main changes and the most innovative approaches, because having a great heritage is important but having a future is even more.

HOW TO TRANSFORM CLIENT’S WISHES INTO VIEWS AND CLICKS.

YES, YOU CAN! Anyone can. Anyone can have a good idea. A good idea that will win. First, the heart of your consumers. Then the heart of any jury member around the world.

IN WHAT SENSE? How is Ural advertising made. What can we be taught by Petrenych. And in the end – what is the power.

INTRICACIES OF STRATEGIC PLANNING.

EVOLUTION OF BRANDING. From simple promises to consumer experience. Possibilities that haven’t existed before.

LET’S DANCE. OPERATIONAL AND STRATEGIC TOOLS FOR CREATION AND DEVELOPMENT OF BRANDS. Create your own mix. How to exclude ineffective elements and create new models of activation of communications.

WHAT AN OLD IDEA! Does time dictate new rules to us, creators of advertising, or does it media that evolve? Can you determine the age of a good idea? Totalizator, prizes, rays of glory to the winner.

A FEW IDEAS FOR EFFECTIVE MARKETING. How to make marketing more efficient. How to build working process with creativity right and how to estimate it without making mistakes that can cost you a lot.

IF WE ARE THAT SMART THEN WHY SO POOR, OR WHERE LIFE IS GOOD FOR MARKETERS.

METHOD VERSUS INTUITION. How to make decisions both when we are creating or buying design. What is more important, reasoning or feeling? How to recognize excellent design ideas? While you are creating excessive design concepts, you need to work with both sides of your brain to achieve difficult tasks and cope with complicated structure of the whole process. Learn how to succeed in this situation and what kind of skills and knowledge you need for that.

SCENARIOS OF FUTURE OF COMMUNICATIONS. Development of technologies speeds up every day and during nearest 20 years the world will change more that during last 100 years. And it won’t be just household to change but format of social relations including communications. How is it threatening brands? What are the advantages and risks of implementation of technologies into working process? Will artificial intelligence replace marketing director? And if people will no longer be in need then where humanity will be useful?

RAFFLE OF PRIZES FROM ORGANIZERS AND PARTNERS OF THE FESTIVAL.

Gala award ceremony of the winners of the Festival

For accredited participants, juries, headliners and guests of the Festival.
Restaurant-club Cotton, Storozhevskaya 15a.
Special guests – Apple Tea and Rostany.