The workshop held by LBI about the future of brands was really interactive. In the speaker part, we streamed into a few tips for creating belivable brands. First of all, you shouldn’t decide beforehand the platform, but be flexible and open to what works with the idea. You have to be conscious about the fast pace in which things change and try to join the online and the offline worlds in your campaigns. You have to set up a conversation, not just send your messages to the audiences. Also you need to know your audience, where they hang up, what gets them excited etc. Thirdly and most importantly you have to live up to your brand promise.

In the interactive part of the workshop we had to work on a brief for the imaginary Frizzeles, an organic sweet with three different flavours, which merge when you chew it. We created the whole identity of the product in an integrated campaign, by using as many relevant channels for the audience, as possible.

Anca Muscalu, empowered by TEMPO

1. Compare

2. Tragedy

3. Overcoming the conster

4. Voyage and Return

5. Quest

6. Rags to riches

7. Rebirth

Malina Neagu – Empowerd by TEMPO

1. Socially active

Being socially active may increase feelings of self-worth and emotional validation.

Communication and relationships are indispensable.

2. Entertaiment driven

3. Need for personalisation.

Being different is a way to express tates and personality.

Pay attention to details that define cultural diferences.

Spot consumers heart.

Malina Neagu – Empower by TEMPO

Well I can see how diversity is an attribute of the spots presented.I like to see different creative ways by using different digital platforms to promote a brand! The spot made for Adidas had a funny way of combining comic,ironic situations from reality. It is effective because everyone can find himself in that kind of situations,so it’s a good way of getting consumer attention. Animation and different characters are used in spots and digital image has a key role in this process.  A good example are the spots made for Scrabble, the project called”Pain without borders”,the works of Aaron Duffy and Antonio Balseir.

Ionut Radulescu empowered by Tempo

What i liked about this workshop was the interactive spot for mtv.It was intersesting to see how an motion graphic concept made in black and white,can have such a strong way of communicating a message.I liked the good syncronization betwen the artistic copncept and the atributes of the brand.That’s a creative way of promoting a brand uisng this kind of digital black-and white piece of art.Fanta had also a funny and catchy artistic concept with their animation spot and their character design.That’s a good way to achieve succes,selling a product because is’t about having  fun and enjoy life!Now that’s a good way to start a campaign like this and you will be sure that consumers will be attracted. 

Ionut Radulescu empowered by Tempo

The projectionism is an art.

The projectionism is more then a trend.

The projectionism is the new face of the urban places.

The phenomenon of projectionism must be interpreted as a form of expression, not only as the technology of projection.

Even if we can find projectionism everywhere, the city which is most exposed to this culture is Vienna, unofficially considered the world’s capital of projectionism.

Talking about trends and changing, we can discuss about emotional cities and cities who will live the message – Life’s for sharing.

The future will be of that urban areas which are personalized and technological.

Adriana Burlacu, empowered by TEMPO

Anca Ghinea, empowered by TEMPO

Let’s Play

‘Put your brand in the game” was the main message of the MICROSOFT workshop.  The gaming space is relevant for companies because involves a win-win situation: the comfort of the costumers and the benefits of the brands. This is the reason why advertising games is a huge industry which attracts more people everyday. If you wondering why it has that dimension, a simple answer will be something like that: because it is cool to put your brand in the games, because has the power to reach more people than others think and because opens creative opportunities.

Adriana Burlacu, empowered by TEMPO.

Anca Ghinea, empowered by TEMPO.

Key learnings from David Plouffe, Obama’s campaign manager, in short:

- digital was the DNA of the political campaign

- they did not accept the electorate as it was, they always tried to add up to what they had initially

- Obama was a truly spectacular candidate, but finally it was “people talking to people” that won the elections

- they took people as adults, stating problems as they trully were

- they believed and implemented alignment: if Obama was giving a speach about energy, then the supporters coming to your door and the TV ads of that day were also speaking about energy

- media are now diffused, so people trust human contact more and more

- all in all, the winning equation consisted of a sound candidate, a sound strategy and a sound message.

Cristina & Coanda, empowered by Tempo

The Microsoft Masterclass showed us a little part of what the new technologies have in store for us. We were told about the new developments of the Xbox, such as silver light, about windows 7, which will be available this fall, as well as the digital canvas, a great tool for creating ideas. It is a screen, which responds to multi touch commands, it has the ability to recognize who you are and has a great rate of response. Soon I will post the pictures.

Anca Muscalu, empowered by TEMPO

Today i’ve attended a really great workshop, held by Accenture Marketing Sciences. Apart from the WORK part of the workshop, which was the most interactive and usefull so far, we actually learned about some now cool tools, not only for advertisers. 

Kluster costs but, I think it’s worth it. Anyone can register, no matter if they are accounts, strategists, art directors and no matter their experience and position. Only ideas are evaluated and not people. It works like this you post a brief and people offer ideas on it solving. This ideas are evaluated, offering a great way of testing and improving your work. More details can be found on www.kluster.com

Google Wave  hasn”t been launched yet, but it will be a great collaboration tool, which can be used especially for team work, since you can get your feedback in real time.  http://wave.google.com/.

Sentiment Analysis Manager is a tool turning sentiment into metrics and it analyzes digital content live from consumer reviews on sites like Amazon and social media sites such as blogs and Twitter. It captures the overall opinion of the combined assessments. The results are captured in graph form so that a company can gauge positive/neutral/negative feedback, but also tabulate the results about specific features in a product. http://www.teragram.com/solutions/sentiment-analysis.html

Anca Muscalu, empowered by TEMPO

Was a Herman Vaske seminar wich illustrated through examples what user experience, engaging and a good understanding of your target is. The campaigns you should check out (if you don’t know them already) are: The Mini Dominatrix, the Heidies, the Wooper Facebook capaign and others.

Diana Ichim,

empowered by TEMPO

The Schematic seminar on Sunday got me very worried about the future of technology and implicitly the human race.

The seminar was partly about the fragmentation of media and partly about the latest development in user interface technologies. First of all, we have changed or TV consumption habits in such a great way that we’re now in a phase where we mix TV content with, internet trailers and infos about our favourite shows and actors. Basically, we consume a dynamic assemblage of various info, but not on the same screen.

In not a very distant future, with the overlapping Internet and TV – Internet connected televison sets have been around for some time now – each of us will have a personal channel. It will definetely be broader than televison, including internet based information, branded content, promotions, etc. The content will be chosen by us, but based on our choices, producers will have a better profile of us, thus targgeting their products more precisely.

What really got me worried was the way we’re going to interact with the above mentioned channel – gestural controls. We’ll be able to sit on the couch and navigate the controls by waving our hand one way or another – no more buttons, no more clicking, no more multiple remote controls – ultra intuitive technology.

I’ll always be a great fan of buttons and clicking. Gestural controls means losing touch with technology and making it available for absolutely everyone. There won’t be such thing as computer illiteracy. So will have the edge then? Are we bound to become supersized hand waving couch potatoes? The most frightening thing for me is that gestural controls and motion detection cameras are already here and it’s just a matter of time until it’ll be mass produced.

So, what do you think? Are gestural controls the future? Will technology fans retaliate and boycot this new user interface?

Costin Marcu, empowered by Tempo

The ancient war between men and women has most recently been taken to another level – the internet. With the advance in internet advertising we have to understand that men and women consume the internet in completelly different way because – obviously – we’re very different.

The latest studies by BBDO worldwide have shown that the internet could be more efficient for women, because studies have shown that the blogosphere has reduced dramatically the time women spend reading magazines. Internet advertising for women should be about making friends, socialising and the message should come second. On the other hand, men are interested on the direct benefits of the product.

For a successful internet campaign we must understand that the internet for men is more about consequences, while women enjoy the journey.

Costin Marcu, empowered by Tempo

The mobile phone has penetrated almost every market while gaining more and more functions each year. However there is a great gap between acceptance and availability. We have phones packed with all kind of applications, yet we mostly use it for voice calls and messaging.

For people around the world, the mobile has different meenings and they have developed different behaviors regarding the phone – mobile codes. For the success of a mobile campaign one must know the mobile code of the audience.

In Korea, people are very fond of their mobiles. They have turned them in a medium for expressing their personity and a medium wich keeps them in touch with their friends. They even have mock funerals for their broken phones. Thus for the Koreans the code is mobile blood.

From another perspective, in India, the fastest growing mobile market, the mobile has the unique advantage of being a social equaliser. Keep in mind that India is a very stratified society, even though it’s a democracy. The mobile has allowed women and people from the lower classes to begin chasing their destiny. There are some simillarities with the Romanian society too, like the missed call culture – the missed call or the ”beep” have various meenings depending on the context.

So, for a successful mobile campaign we should research mobile behaviour in the target society. And keep in mind that technology is not that interesting, people make it.

Costin Marcu, empowered by Tempo

When your client calls you and tells you ”take that advertisment down, i can’t produce anymore,, that’s effective advertising. If your not there you should work harder.

Costin Marcu, empowered by Tempo

It’s been said again and again, but only because it’s true: the society is shifting to digital. That’s the reason why every competitive company should integrate digital in their DNA and use innovation as their lifeblood. As media is shifting from traditional to new channels, there’s a big opportunity for brands to shift from campaigns to owned platforms of communication.

This is where clouds step in. Anyone who has ever uploaded a picture to Flickr, posted a video on YouTube, put up a personal profile on a social networking site like Facebook or LinkedIn is living in the cloud. In cloud computing, digital assets like pictures, videos and songs are no longer tethered to the technology hardware that is personally owned. Instead, these assest live in the “cloud”, the vast network of servers that make up the internet.

Michael Mendenhall from Hewlett-Packard and Bob Greenberg, CEO of digital agency R/GA, have shared with us their vision for how brands can embrace the cloud, transform their relationship with consumers and build susitanable platforms for cutting edge marketing programmes, like Nike+ or the excelent Nokia ViNe.

Toni Gherca – empowered by Tempo

Today’s first master class, “Branding with Youtube and Google” generated applause, gazing moments and some interesting questions (with or without answers) in the end.

Andy Berndt, Managing Director at Google Creative Lab, introduced as into the world of creative applications and fun to watch campaigns using mainly Youtube. Talking about the webbys, about sprint, lauren luke make up sessions, boone oakley website, t-mobile dance, YouTube symphony, inBflat, karaoketube, the Chrome experiements and so on, he actually made us optimistic about the future. which by the way, he named it “a glorious mess”. the future, i mean.:)

the interesting presentation, with links and everything can be found here: bit.ly/ytcannes

it’s worth more than one look.

Ana Maria Vasilache &  Adina Stanescu. Empowered by Impression

Fernando Vega Olmos in his “Mother of crisis” seminar shares an optimistic view about the world wide economic crisis ans feels that it’s a great time for exploring new ways of expression and for coming up with bold, new and refreshing ideas.

Coming from a country like Argentina that went through a strong economic crisis along the years Fernando showed that successful campaigns can be done. So with case studies  from China, India, Latin America, JWT San Paolo  Fernado  closed up what was yet  anther a tonic presentation at Cannes Lions festival.

Alexandra Anghelache empowerd by Tempo

COWS IN JACKETS

Daniela Krautsack and Marco Bevolo joined forces this year to analyse the art of projectionism and the future trends for advertising in what was one of the best workshops that I’ve been in at Cannes this year.

In a world that constantly changes the two speakers spoke of the use of public space, cities, streets in making inovative outdoor advertising.Whether if it’s LED lighting or projectionism or interactive digital platforms if we speek of technology Daniela K. and Marco Bevolo through their manifesto say that the future of creative strategies is in the end outdoor. A fresh workshop in terms of content hope we see more of that!

Alexandra Anghelache     empowerd by Tempo

Impossible is not a fact, is an opinion!

Create time!

The brands of the future are the brands whose consumers tell the best story about them!

Create the DNA of a brand begining from inside. Thus the employees are engage to be the company image and brands speakers!

Greate diversity engage great energy!

To be efficient, you need a special plan for eficenty!

Viral is a consequence of a good idea!

People are connecting bassing on their passions!

When was the last time when you did something for the first time?

Malina Neagu – Empower by TEMPO

It is well konwn that games have impact specially on young men,but starting from this point,gaming has developed a lot in advertising.In game advertising they can be dynamic or fixed.Game ads offer cuting edge interactivity,and the gamer is verry active in this process.Realism in gaming is a main point of getting attention from gamers.Putting ads in a game makes a cool image.A game image has to be bold and exciting,with clear message,and a large bond logo!

Ionut Radulescu empowered by Tempo

City flashing lights, la la goes the song. In the Cows… seminar the city

is formed out of lights. The art of projectionism goes back into the past

and we can connect it to the occidental culture of the Eye. Nowadays,

we are revolving more and more around the eye, especially the eye

entertaiment. Technology delivers every day something new to watch

and interact with through this specific sense. The guys from the workshop

introduced us to amazing artists and performers around the globe who

see a city like Tokyo from the light perspective. This is

the ultimate example of a city which is by day just an architectural mass

but in the night time, comes alive and gets a definite architecture.

The list is long and interesting.  Vienna is The Host of most projectionist

events due to its light, open space buildings. Projectionism is not just that.

The future is flashing already, from t-shirts to augumented reality. Search and enjoy the Mini launch of its Cabrio model.

Carmen Dobrescu powered by Tempo

IKEA did at Cannes something really revolutionary: for the first time in history, they gave the product right on the plate, without us having to screw a nut, shed a sweat or carry a box. The rest of the presentation was totally ikea-ish: simple, humble and with a nordic sense of humor. Claudia Willvonseder, Head of Marketing at IKEA Germany, talked about the company’s DNA: integrating the consumer in creating the creating value chain. Over time, they have been consistent with this ideea in communication, so we can see this engagement of the consumer in brand building also, with user generated and directed content.

Ingmar Bartles, Creative director at Nordpol Hamburg, shared with us the phenomenal results IKEA and Nordpol had with the “Nils” project. For 21 days, a guy lived on the internet, in front of the cameras, live and in realtime. Users could talk to Nils on the phone and send him emails or letters. The number of 95.000 attempted phone calls and the delivery of over 50 million live streams makes it the biggest ever viral campaign in Germany and clearly demonstrates how a marketing campaign can gain attention simple by letting the consumers take the control.

Power to the people!

Toni Gherca, empowered by Tempo

First time is usually hard. Then you get older and you don’t get so nervous anymore. But some first times are like in the old days of school. But this time it was a school on a beach with beatyfull girls an lots of boats. A school where we have teams of two and we compete against other teams like in a championship of encoded messages. Each culture decoding everyday realities. I haven’t felt so nervous since the first time i was on an archaeological site. But this time it’s all in the present. And of course there are also magic coke robots and giant screen spells. And the best wizards they keep seminaries which sometimes smell and sometimes they are musical or interactive. And today it brought me a 24 hour banner with young lions from most of the countries that i’ve heard of, except USA Spanish, with no sleeping and many pages written with the same three sentences in different words to finally agree with my team-mate and the dream of getting to meet Mr Annan, which will probably never happen.[...] And here I took a break, I left urgently to see the Media and Outdoor Media Awards which were mind changing and now I’m back finishing this post. I told myself I will only use applause if necessary and I ended up also smiling like it was my birthday seeing all those beautiful people bringing their craziest or most noble ideas to life. And last but not least I have togive my loudest round of applause to those people who thougt of a live concert in an internet banner.

Stefan Parcalabescu empowered by Impression

The principles of marketing in a recession are very different to those that work in more prosperus times. In recessions, consumers are above all anxious, confused and unhappy. Brands that recognise this can prosper.
The guys at Wunderman have prepared a list of 24 actions that can help a company survive and even thrive in the recession. What should the brands do in these dreadful times? Basicly to turn to digital and reinvent relevance in the realtionship with the consumer. So, without further ado, i give to you Wunderman’s 24 commandments:

1. Offer certaninty. Review yout brand proposition to ensure it promises the certainty that confused and desperate consumers crave.
2. Offer value, not low,low prices
3. Don’t rely on habit. Ensure that your brand is being bought for reasons more than just habit.
4. Don’t be pointless. Make sure your brand is not a pointless purchase.
5. The destructive power of the internet.With Google, price comparison websites and eBay, consumers have better bargain-finding technology in this recession than in any recession in history.
6. Watch word of mouth
7. Follow the money. If you want to continue to sell to poeple with money during a recession, look for where people with money congregate.
8. Forget the reckless. In times of recession, the reckless are the first ot seek bankruptcy protection. Stay away from them.
9. Educate the next generation
10. It’s the rich that gets the pleasure
11. Consider de-segmenting your market
12. Watch for overstrech. Companies that overstrech themselves financially disappear in recessions. The same is true for brands.
13. Think in terms of price layers
14. Get people to try your service
15. Promise better service. Give consumers the best table, the best room or the best car. You allready have them vacant.
16. Do flash sales
17. Watch out for tough new companies
18. Wait for clearing time
19. Think Spartan
20. Rethink the way you use computers. Computers now are a thousand times faster than 10 years ago, but in offices they’re used the same. Work out how to use them better.
21. Innovate and cut cost at the same time. It can be done
22. Get more ruthless on media efficiency. Digital can help here.
23. Look more critical at your research
24. Recessions can be good for you. They clear the stage and let new ideas be seen.

Opportunities exist. We just need ideas.

Toni Gherca – empowered by Tempo

Who would you describe a city like a Cannes?

It’s simply alive. It has its own personality. Walking on streets you are suprised to discover that it has a spirit, beside all the events which are happening here, beside all the people who cames and goes. Its something in the air that seams like magic. On the one hand you have peace and quite, on the other hand you have parties, noise, aglomeration and agitation.

Looking at the buildings, you can easly see who the modern style meets the classic and the old one.

Looking at the people, you discover a great diversity of cultural influences.

The result is simply amazing.

Exploring a new city may be an adventure, but certainly is a different experience for every person. I’m curios to know what is your impression….

Malina Neagu – Empower by TEMPO

This place, where people urge you to Ignite your Creativity, you also hear so much more about so so many things.

Relevant. Value. Credibility.

Consistent content. User generated content.

 Digital. Tehnology. Creativity.

Social networks. Innovative media.

Global vs local. Cultural enviroment.

Personality!

Malina Neagu – Empower by TEMPO

Visual branding is not just about the logo,the sign,the typography.You can communicate a strong message by using colors,forms by making an intercation between consumer and product.Actually is branding without visual branding.Colors and shapes can have a verry strong influence if you know how to create a strong way of interacting.A good example of strong influence of color in trademark is Tiffany and Co.an intresting visual solution of using color in their advertisments and packaging designs.Another example of  “branding without visual branding”is Odeour a fashion brand which uses form as a visual impact.So visual creative barnding can easily transform a product with a nonconventional  way of transporting a message!

Ionut Radulescu empowered by Tempo

Watching Isobar seminar I was impressed how you can built a design concept in a campaign so you can achieve an influence regarding this relation betwen consumer and product.Tesco-Cath Kidston designed ecological bags with a catchy image by conving people to reduce plastic by using this kind of bags,offering something better.This campaign was for Marie Curie charity.An example of using packaging and graphic design in advertising.

Ionut Radulescu empowered by Tempo

BBDO Worlwide & Proximity, “The battle of the sexes”. There were a lot of numbers and procents involved but also loud laughs. Men brains’ are like boxes, women’s are like wires, everything is connected trough emotions. This is the reason why women, unlike men, tend to remember everything. Men use the internet to have fun, to play, to score. Women are online for keeping in touch with friends and family. The Facebook users’ chart looks like that: 63% Women, 36% men. Women like to listen to others, to talk and share thoughts, gather opinions about what to wear or do. Facebook has such a feature, were women can ask their friends if they should buy a product or another. Women empathize, men score.

Diana Ichim

empowered by TEMPO

Finally, there’s a new title song in town. The battle of the sexes is now in online field. The classic war zone is now in new territories. Men want scoring, women relationships. Men fantasy, women reality. Men destination, women journey. And of course, men’s brains are made out of boxes that don’t touch and women’s brains are made out of wires that are interconnected.

Research confirms reality.

Cristina Calota, empowered by Tempo

Daniela Krautsack and Marcolo Bevolo, wonderful speaker for a really inspirational workshop. Multidisciplinary lookout on the future of urban advertising. If PriceWaterhouseCoopers outlook on the communication market said the advertising won’t be coming back… the 2 authors in the workshop added it up to this. Advertising will be urban or it will not be. That’s the future. Projectionism, public space add-ons, mixing virtual and reality, in a way that maybe in the future we won’t be calling advertising at all.

A fresh approach and a fun and involving team of speakers.

Cristina Calota, empowered by Tempo

If you are going to Cannes, do not miss SAWA Seminar. If we had the capacity to use more then 13% of our brain we would probabely be able to do what SAWA did for us yesterday. In the mean time, we have 3D technology.

While enjoying the SAWA Seminar we had the feeling that we were watching a show that was playing with our five senses. It is hard to describe the experience in  few words, you had to be there; briefingly, the main idea was that creatives must be aware of the transformations observed by the audience and to operate accordingly. In order to obtain the desired effect on the audience we have to explore our five senses at maximum, and we can do that using 3D technology.

Adriana Burlacu, empowered by TEMPO

Anca Ghinea, empowered by TEMPO.

Go Viral 2009

A common topic this year at Cannes Lions festival is about video and TV platforms on the web.

Jimmy Maymann also speaks of the “growth of video” but in the terms of adapting advertising format to user being “always on”.

So when talking about cases like T Mobile “Launching dance” happening or the transformation of a king for Burger King Jimmy H. speaks of good ideas placed on a relavant platform.

Alexandra Anghelache  empowered by Tempo

This is a resume of the Dancing T Mobile campaign, presented as a case study in the Always on seminar. And not just an one-off, but an idea built into a platform. So, once again, just putting something on an website or just putting it on youtube is no longer enough. You have to put it out there. And if consumers are always on, we have to be always on. Not just in June.

Cristina Calota, empowered by Tempo

As someone used to say in a previous meeting of the School, old school is very similar with the new one. If one knows how to work old school, one knows the tricks of the new fancy ones. And the PWC seminar was just about that: the universal old-school question of the consumer what’s in it for me? – now presented as i’m gonna give you guys my personal info in exchange for personalised content.

Ah, and one more. Advertising is not coming back, at least how we know it. What’s next?

Cristina Calota, empowered by Tempo

The hunt has begun. Outside Debussy seminars, the world of advertising is going crazy for the new improved new school latest design wow Coke vending machines. Design in its purest form. It’s amazing how ad people are going digital, playing and letting themselves entertained, dancing in front of the almighty vending machine. Not just a coke, but experience.

Ionut Coanda, empowered by Tempo

Have you ever thought of an adverising medium that could literally ignite all your 5 senses – sight, touch, smell, taste and hearing? All at the same time? Welcome to the age of cinema entertainment advertising!
The wonders of 3D digital cinema, 3D sound, cinemascent and interactive audience gaming make all this possible. Too cut a long story short, I have experienced the most involving and entertaining form of advertising – audience interactive entertainment. The product virtually pops up into your face. At the SAWA seminar I saw an ice cream commercial for a norwegian brand wich involved 3D images, vanilla scent being spred all over the room and at the end of it some product sampling. I definetely got hooked up on that icecream .
Is this stuff real and viable? Sure. The technology is here already and there are over 30k theatres which have it already. Cinema preshows will never be the same again.

Costin Marcu, empowered by Tempo

In the PRICEWATERHOUSECOOPERS seminar we said so long to the ”old advertising” and we welcomed the new age of advertising. This recesion isn’t a cyclical but a structural one, that will change everything deeply. By the year 2013 there is expected an upturn in economy and there for in advertising but the charts showed that the increase reaches only the one in 2004. By that time the shift in mentalities, both brands and consumers should happen. There is a more picky consumer and he wants more things for free. So advertising as we know it isn’t coming back anymore, don’t sit around and do nothing, just waiting for the recession to end cause the time isn’t anymore in our favor.

Diana Ichim

empowered by TEMPO

We are all excited and we all want to know how future looks like. A few years ago we were wondering what future will bring to us, but now we learn how to bring things into the future.

Today, 21 of June, we aimed to understand how to deliver competent and prompt solutions for future problems because people are chainging and “future is now”.

At the first workshop the WGSN experts talked about how we can approach the youth market. One thing was made very clear: “youth does not mean young” because youth is a state of mind; we can even speak about the youth culture.

The markets can communicate with youth generation by being authentical, transparent, relevant and thinking outside the box.

Why is this generation different from others? The difference stands in the way they communicate and in the fact that they understand that being active on-line means having a voice and having a voice means having power. Where do the ordinary people come in this ecuation? Everyone is on his own. If you understand web generation you understand the future.

The workshop also delivered to us a great perspective of the youth fashion, (considering the demographic market), because finally how you dress speaks about you and your personality.

Sapient and Coca-Cola seminar presented their campaigns: First Coke of the Year, Burn After Ego, Happiness Factory and Coke Interactive Machine. First coke of the year engaged a masive number of people in interacting with the brand Coke, on-line. Who is the person that you are going to share your first Coke of the year with? That was the question that received more than 2 million answers.

Burn After Ego involved social media where people interacted with the brand. The campaign gave you the option to create your own avatar that was having its own life on-line. Happiness Factory brought the experience to the consumer on the internet. The real success was with the Coke machine that needed to be improved. Technically it worked very well but it would not communicate the brand properly. What was the solution? A creative, interactive relation between the Brand Coke and the consumer was created through the Coke Machine. It is about making things work naturally for the human being.

Mr. Richard Rosen presented to us the importance of convergance marketing, by bringing the power of the brand direct together. We understand that brand is not the most important thing, but relantionship is. In order to create a great relationship we must use a better ballance of the brand&direct.

The business world has, from a while, a new challenge, a new opportunity: to exist also in the Linked In. The seminar emphasized the fact that every individual is now an entrepreneur.  But why bussiness companies must be interested by the Linkedin In? Because social profiles put human faces on the companies.

That’s all for today, we will see tomorrow.

Adriana Burlacu, empowered by Tempo

Anca Ghinea, empowered by Tempo

2009 seems to be a fantastic year for Romania, making all the lobby and energetic efforts look meaningful.

Alex Strimbeanu and Gabi Gherca are THE BRONZE  WINNERS at YOUNG LIONS COMPETITION – PRINT.  They won this place, with their wallet solution, on a brief oriented through changing menthalities among high end buyers for expensive luxury products made of fur and leather of endangered species.

The first place came from Portugal while the second from Costa Rica.

Romania is today officially on the map of young creative people all around the world. We are so, so proud of them.

Their result is a living proof that all the eforts we did in the last 5 years in lobbying for those competition positions and investing in high level education were not for nothing. Big thanks to the visionary suporter of the team, Geo Baraian, Impression.

proudly, with another dream come true feeling, teo migdalovici

Today’s workshop by Ohslonsmith, a Stockholm-based design studio teaches as that design should be intuitive, playful, curious, expressive and daring.

So here are the seven rules of Visual Branding:

1.  What is a brand?

A brand is a person’s gut and feeling about a product, service or company.

2. Visual misspelling

A brand can’t afford to make any visual errors

3. Same, same or different?

If you want to stand out don’t follow generic visual codes

4. Spell is broken

If your employees don’t get it, neither will your customers

5. Moving a brand

When your company or products change so should your branding

6. Brand  concept

I’s vital to claim something in order to differentiate

7. The whole picture

A brand needs to be held togheter by a visual idea rather

Cristian Costea empowered by Tempo

Credibility. Not just a “a good looking” word. In a turbulent period this is one of the most important piece of the puzzle that leads to success.  Still, most brands didn’t have it.

So, what can they do?

The answer came easily.

In first place, advertiseres should offer quality messages. Considering the great amount of informations, consumers got overloaded. Therefore, a brand should create space. A space, where to pun relevent content, a message that really makes a difference for the target.

Speaking about brand credibility, what about ours?

One interesting aspect discusted was reffering to personal branding.

How you do it? How you create your own brand? Proiect your personal presentation strategy like a marketing one. The product is YOU.  And you need a proper channel that effectively delivers your message/ USP to a specific target.

Linked in is one presented solution for building your proffesional brand.

Using properly your profile page, you can benefit of  a provocative  ground. Pools on specific topics. Promoting your books or writing and giving visitators samples. Giving relevant informations or links about a certain subject.

If somebody “googled” your name, what will he/she found? All about your personal life? Hoobies like drinking and parties? Are you sure that your online business card is presentable?

Malina Neagu – Empowerd by TEMPO

Great seminar happened today with representatives from Philips, Wiliams F1 team and Eurosport. Topic of the day was how can brands increase their value by partnerships with elite motorsport such as Formula 1.
First of all Formula 1 is a glamorous and highly exciting sport wich gathers huge ratings every two weeks. It is only surpassed by the Olimpic games and the Soccer world cup, but these two happen only once in four years.
However most of the brands we see on F1 cars are top brands with high levels of awarness. So why do they fund such partnerships? Because their not after that. They want to increase their brand value.
With its partnership with Williams F1 and Eurosport for the hit TV show ”The Factory” – a documentary depicting the behind the scenes life of the Williams team, Philips managed to increase employment engagement, strenghten relations with key customers and improve their promotions and retail. Being a F1 fan myself, I would be prone to buy a brand wich gives me the chance to drive a F1 car .
Yesterday in the New Content workshop it was all about branded content. The Factory is a TV show broadcasted in partnership with Philips, but only 18% of viewers stated this. And the guys over at Philips didn’t minded it at all. Their objective wasn’t raising awarness, but improving brand value. Clever move, if you think of the times we’re going through.

Costin Marcu, empowered by Tempo

The Brandwood seminar showed the way to a new land. No Bollywood, no Nollywood, not even Hollywood, but a bit of all in the same time. It’s the land where branding and entertaiment have created a new breed of advertising that takes the values and essentials of your brand and combine them in a real performance. The boys are very financially wise: they use sponsorships, joint branding and a special model of revenue per views+sales leads. From one year to another they have succeed to convince brands on this way of delivering their message. Examples are many and diverse. We could mention Becel with the campaign Love your Heart, measuring the pulse of candidates at The Apprentice show or Minitv, a show in a the car, driving all over the major cities. It’s fun to discover the inner mojo of the brands and create a show around them, a very integrated experience using the medium and the forms appropriate for your tone of voice. Brandwood is still a virgin, but fertile land. Let’s explore it.

Today I found out that they have added one more species on the endangered species list: the creative director. In an age where we’re moving on from the broadcast of the few to the narrowcast of the many, great creative ideas can come from basically anywhere. Striving for survival, the creative direcor must start to look for ways in wich brands can amplify consumer culture, in order to be relevant for the customer. While the Internet makes marketing work harder, creatives must empathise with customers and give them the opportunities to have a conversation with the brand.
However, this does not mean that starting tomorrow everyone will become a creative director. Even though the paradigm is changing, old talents are still very relevant.
Thanks LBi for enlightment.

Costin Marcu, empowered by Tempo

Some of the experiences in our lives have become so dull and automated that we have come to take them for granted. Buying a product is just one of them: give the money – take the product. There is no such thing as true aquisition experience. The marketing people at CocaCola have thought a lot about this thing and come up with a way to change this.
They have begun to use one of their biggest marketing assets – their vending machines. These ‘red boxes’ have been turned into one of the most dynamic forms of OOH advertising. First of all they don’t use big fat buttons as a consumer interface, but a 80 cm wide touch screen computer wich has you totally emerge in the Coke buying experience. Because sticking notes into the machine might still turn you away from buying, you can use your mobile phone to pay – they’ve been doing so in Japan for at least a year.
Even though these new multimedia vending machines cost the company 3 times more than regular ones, they have the potential to generate 10 times more revenue, while building customer loialty.
And they look absolutely fabulos

Costin Marcu, empowered by Tempo

Sunday morning, the end of the traditional monolithic creative director. The seminar ends in applause, as we are shown how brands should take on the culture and amplify it. Lego has taken the notorious Darth Vader all’arabiato and turned it into a campaign of its own. It’s funny how the first seminar in the festival stated that the revolution we’ve been talking about for so many years is no longer happening. It happened.

Cristina Calota, empowered by Tempo

Nice emotional project on behalf of Coca Cola China. And one that is to remind us that, in some market, Coke just skipped the traditional internet and passed on to the mobile.

Cristina Calota, empowered by Tempo

The Happines Factory campaign has a central ideea of communicating their message:”tangible experience-tangible products”.They try to create a more appropiate relation betwen consumer and product.Speaking about design concept as a main visual message,I noticed how motion graphics,product design(the vending machine),graphic design can have an impact for consumers.It’s about making an interactivity betwen target and product.

Ionut Radulescu empowered by Tempo

After attending this seminar I believe that I should erase some of my social media accounts or make them somehow even more personal(option-friends only). You should be very thoughtful when writing something about yourself online because an employer can always look you up as fast as your saying “Google” and find embarsaing things about you (why you hate your ex-husband or things that only friends should care or know about). You are a person but also an employee. Always remember that!
A company can greatly benefit from creating a more personal relation with its customers by using their employees. Employees can be a powerfull,relevant and believable communication tool, but choosing to do so, they should be aware that they represent the company in everything that they do. Talk to people and listen to them. It’s not the brand that is addressing to them, but people. Give a more human face to your brand.

On LinkedIn you can do all of these and even more.

Diana Ichim,

15 for Cannes empowered by TEMPO

The LBI seminar was a summary of  all the confrences about changing trends in marketing, I attended post financial crisis. In order to survive the creative director needs to adapt to the new context. We  all know what that is:  emerging channels with fragmented ownership, all-over-the place audiences and people who distruss the channels the have little control on. The CD’s work needs to be belivable, it has to listen to what is going on and respond accordingly. Most important he has to collaborate insted of generating ideas on his own. He also needs leadership skills and generate ideas that are simple and offer high engagement.

Anca Muscalu, empowered by TEMPO

Coca-Cola spoke during this seminar about their latest campaign using vending machines. The advanteges of this new medium is that it offers a great way of reachig the consumer, by leaving him the freedom to generate the content.  A simple tranzaction can be turned into a great experience. The 3 categories: Mail content, Movie Content and Olympic Content offer the consumerthe possibility to customize thei content, including  the advertising.

Anca Muscalu, empowered by TEMPO

This workshop was verry relevant because it communicates the importance of evaluating and understanding target.The youth target in this case is analized from all points of wiew,in a large sense,the style of life.An important aspect is the relation betwen internet and future young generation.We spent most of our times on the internet,we have virtual platformes for expressing ourselves.Nowadyas youth tribes are divided in three main sections:urban,indie and sport ant this is an image of how culture and media influence youth in expressing theirselves.If you want to communicate with them through adverstising there are three key aspects:transparency,relevance,and thinking outside of the box.

Ionut Radulescu empowered by tempo

More about media in Cannes Lions. Looking forward to meet Dale Herigstad and to play the touchwall. Take a look and see how inspiring it can be.

Here it is one of the most tempting seminars this year at cannes: David Plouffe and his story about the way he built from the scratch what will later become one of the most remarkable political marketing campaign in our times.
Since David is working on a book about the 2008 Presidential election entitled The Audacity to Win: The Inside Story and Lessons of Barack Obama’s Historic Victory, to be published by Viking Press (Autumn 2009), for sure we will have a pre-premiere access to the details of the book.
If you want to know more about this seminar

Click here to see full schedule (pdf)

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