Yesterday was the last day of Eurobest, it was nothing else than an success. Over entries into broke all previous records with a total of 5,896 entries from 680 companies in 38 countries. The best of the best has chosen the winners and you only have to click on www.Eurobest.com to learn how to be a winner yourself. The last day seminar and al the content this days has been really good, I will get back to it later on this blog, today we congratulate the winners and I hope you are one of them next year.
I could only stay half the day at Eurobest seminar today (did hold an lecture my self at anther place). The day did start of with what I would say was the most intellectual speaker for the day, Julian Wade, Design Director, 180 Amsterdam. This agency is really interesting. The level of work they do is impressive (not al are world-class but few agencies has so many word-class cases to show off with). Julian did point out that working together with a common goal is the key to create success for brands today. More ore less did al the speakers today talk about the point in stop fighting about how owns the client and the ”big idea.” He did mention that today’s brands need soul and I could see that they for the Adidas campaign had a lot of soul but for the BMW did not (in my opinion). Think he was meaning that soul keeps it real. Sometimes it was more conceptual communication art than advertising like for the Amstel (but that can create a lots of emotional buzz). I think today’s advertising is develops around finding “profiled touch points” and agencies as 180 Amsterdam is damn good in finding them. Julian did deliver one-liners as: “Be ready for a new world, because it is a new world.” I guess Adidas was ready for that new world and nothing else.
Watch this Adidas commercial, – Impossible is nothing. It is building on going from nothing to what you can create in your life. Created by 180 Amsterdam.
Did also go to the workshop: Creative Social. Basically the workshop was about how to bring advertising into social media. There was a lot of digital talent and ambitions. Sadly this talented people were lacking the business dimensions of why and how social media builds bottom line for clients. But they will learn does steps when clients demand more out of social media. MySpace.com did show a lot of good dimensions of how to tap into social media (I do hope they stop to develop what they are doing, so I don’t need to update the books I am writing on…).
My one lecture and workshop today was full of soul, it was real (not smiling faces only – but real discussion about being real for doing business in the future as well as today). Thanks for being real (you know how you are).
Today was the Eurobest seminar start. There where more to cover than two eyes could cover, but sense I was there here are some of the best Eurobest think I did see and learn today. Advertising is moving and developing into entertainment.Why? Because of the world need positive message in hard times. After terror, nature collapse in the advertising community offering happiness online and offline.
Advertising is moving its business into Internet.Why? Agencies see that they don’t need to buy expensive media (like television and print), instead they can spend money on getting consumers to pull the brand out into the world wide web. This is the reason for why so many brands create their own media channels ore platform so they can talk directly with consumers (in an dialogue). A good example is The Absolut World. What ever I do in life I love to meet talent, and this world-class seminars are full of talented people from around the world, here is what Alix Pennycuick, Creative Director, Draftfcb did say about the above to me: ”You have to reward people to play with the brand.”
It was rewarded to talk and listen to Alix. Another speakers Jesper Andréasson from Absolut Vodka did say: We don’t want to be a fat and happy cat, we want to young and hungry. That sounds good but they are today develop into a bit an Absolut Stiff Brand Today – and stiff is as bad as fat (in both cases you lose your edge as a brand).
Best speaker of the day was: Jonathan Mildenhall, Vice President Global Marketing Strategy and Creative Communications, Coca-Cola. He pointed out that he likes to buy creativity from the best and it doesn’t need to be a big agency. Lukas Dohle, Global Interactive Campaign Manager, Volvo Car Corporation. Gave use a good picture of what’s behind the brand and how to drive successfully with online advertising. Apple did point out: ”we live in a digital world.” But Nicke Bergström from Farfar did show how to rule in that world with creative advertising. Farfar is the home of world-class talented people. I did ask Nicke how they get al this talented people to join their agency. The short version of his answer: We work with open doors for talent and we have fun when working together with clients we like to work with. And off course winning some awards as Eurobest do help to attract talent.
Next week are many of the best in the advertising world in Stockholm. The reason why they are coming to Sweden is Eurobest are coming to town. If you can make it I recommend that you don’t miss the three-day seminar with speakers from Farfar, Coca-Cola, Apple and Great Works etc. I will report from the seminars from this blogg. Why, to become one of the best is simple to learn from the best. Thanks to Pia Grahn Brikell and college at The Advertising Association of Sweden for bringing Eurobest to Sweden. Pia is the CEO of that organization and also a blogger, check out Pia´s blogg (in Swedish).
International author and speaker, Stefan Engeseth, gives away 800 copies of his new book, The Fall of PR and the Rise of Advertising, at Eurobest the european advertising festival. Online the book has already got more than 600.000 hits on Google search “the fall of PR.”
In our harsh economic times, it is important to move business forward. That’s why author Stefan Engeseth gives away 800 newly printed books at Eurobest the european advertising festival, taking place November 25–27 in Amsterdam. A copy of his book will be included in all delegates’ bags. It felt so logical for the author to do this that he also in person will hand out books at the festival. His goal is to raise the economic bar with his book, which is full of creative and inspiring business ideas. It is Engeseth’s dream as an author to reach all the readers who can make a difference, so he will also give away the full book as a free download on his site www.detectivemarketing.com.
Isn’t a bit too out-of-the-box to give away 800 books? ‘People keep telling me I think outside the box, but I really don’t know what they mean. I’ve never even seen the box,’ says Stefan Engeseth.
Move business forward and drag Top Management along with you!
Al Ries’ best selling book, The Fall of Advertising and the Rise of PR, shook the advertising industry to the bone. The advertising world was outraged. When Ries argued that advertising just wasn’t working any more, he had struck a nerve. Advertising was simply not changing with the times.
Half a decade later, things have come full circle. PR is now finding its credibility in the intensive care unit. Stefan Engeseth gives the PR business the same treatment. The Fall of PR & the Rise of Advertising, with a foreword by Al Ries, analyses the enormous changes in the media landscape in PR, advertising and everything in between.
Stefan Engeseth’s books, Detective Marketing and ONE, have firmly established him as one of today’s most refreshing business thinkers. In his latest book, The Fall of PR & the Rise of Advertising, he shows how advertising has redefined itself and re-emerged as a force to be reckoned with. Written in his trade mark, funny, original and provocative style, the book adds whole new dimensions to the business world.