Two days full of inspiring talks, intense networking and one unforgettable party. SEMPL is where you want to be!
One-on-one with Julian Rhind-Tutt, actor
He knows the world's biggest show business industry from the inside. He appeared alongside Angelina Jolie (Lara Croft), Scarlett Johansson and Morgan Freeman (Lucy), Julia Roberts and Hugh Grant (Notting Hill) and knows engaging stories very well. We will talk to Julian to discover the secrets of storytelling and look into the future of the industry, taking into consideration fast evolving AI and VR. Be prepared for a bunch of funny stories with a pinch of british charm as well.
Consumer behavior and media consumption habits are changing at a rapid pace. As a result, traditional customer acquisition strategies are losing their effectiveness. Marketers have struggled to find ways to address this new environment. Jamie’s keynote sheds light on a new approach that's being practiced by some of the world’s most sophisticated marketers. We call this nonlinear marketing and it’s a way for brands to weave themselves into the fabric of a consumer’s life rather than using the traditional approach where they would interrupt a consumer’s life. The result is a richer, more robust experience for the consumer, and a more effective, longer lasting relationship for the marketer.
Technology will soon “eat” marketing and, to a certain extent, sales. The digital footprint, which consumers leave behind on the web, and artificial intelligence, which takes patterns of every individual's behaviour and makes their psychological profiles so that they can personally speak to them, are slowly suggesting the way the technology spills into space, which until recently was almost exclusively in the domain of creatives. We may not yet be aware of this, but it’s already happening. As of May 2018, some practices of more technologically advanced digital people will be quite complicated. At the workshop, the speakers will present the practices that GDPR will no longer tolerate in the same way as it is, to some extent, still tolerated by the current regulations. The purpose of the workshop is not only to tell what the GDPR bans, but to offer alternative approaches for similar effects or marketing goals. The speakers will explain this from a legal and procedural-technological point of view.
Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.
There is an anecdote about how Socrates was once taken into a big market in Athens to remind him of his modesty. The old man watched with great enthusiasm the wonders brought from all over the world. "What do you now say about the material world, wise Socrates?" He replied in his style: "How many wonderful things – which I do not need." The brand is Nietzsche's Übermensch. Hobbes's Leviathan. Spinoza's definition. Plato's idea. The brand is the essence. But of trivial things. How has it become so important? Have things taken the matter into their own hands? The brand exists only for us. What a brand is in its essence, how pure it is, according to Kant, nobody knows. Hegel should say that as such, in itself, the brand does not even exist. When after a long exploration we climb to this mountain, at the top we will not find anyone other than – ourselves.
Digitalisation and the shift in conversation are the two main changes happening in Out-Of-Home, where thinking about just adapting campaigns' creative to panels and frames has become obsolete. Ben will take us to the digital OOH future and explain how are these changes going to impact brands and benefit consumers.
Humans and technology are getting closer to each other every day. We are wittnesing developments in the tech market that are surpassing all the predictions, especially in the field of cognitive technology. Sneha will lead you through the changes that awaits us, reveal some of the developments coming our way and tell you what we have to do today to prepare for tomorrow.
What is the smell and the taste of green and why do we think green is green? What does this have to do with blindness and sex? Or, on the other hand with the media and advertising? These questions Vasja asks himself and you. Through working stereotypes he's questioning advertising commitment to originality and creativity. By observing the interpretations we are trapped in, he'll make your stereotypes weaker. As soon as we realise what we are doing, communication becomes more fun, and above all, more efficient.
Marius will present how the advertisers are drastically improving overall marketing performance by leveraging Big Data, implementing visualisations of all results in real time and using predictive models, artificial intelligence to automatize campaign management.
Come and meet a real pain in the ass for all the lazy creatives worldwide. Joe is working incognito and will come to tell you the story behind his blog, why and how he is doing all that. He will raise questions like: What is originality? Hasn't everything already been done? Are we necessarily influenced by the past? Does the copy have any merits? Can we tell if a copycat is intentional or a coincidence? All these, through jaw dropping examples of print, outdoors and videos that totally lack originality (but sometimes win prestigious awards anyway).
Machine learning algorithms for copywriting, chatbots communicating with your customers, tones of data that you monitor daily but not necessarily use in the best way possible… sounds familiar? You don't need gazillion dollars to do so. All you need is knowhow. By successfully combining Big Data and tech features, you can generate profound insights into what consumers really want and need. What is more important, you can do that easily, or more inexpensively than your competitors. In this workshop, Saša will show you how you can easily gain from using big data the right way and which are the most useful tech features on the market. Remember, sometimes simple tricks can leverage your business and improve your campaign results significantly.
After 20 years as an advertising creative - and creative director roles at some of London’s most respected agencies - Dave thought he understood creativity. Eight years after he left the industry, he realises most of that was completely wrong. He’s spent the last few years studying, experimenting and questioning everything he assumed to be true. And he’s ready to share some of his latest thinking on idea-generation and how to get better at it.
Modern leadership is the most talked and written about topic in business - yet despite millions of articles and thousands of books and academic studies, there are still so many examples of failure in leadership in both commerce and politics - why? It is the most talked about and least understood academic topic. John's rationale is simple - business and management education has focused on outcomes and used military leadership as its base - this is outdated and now less useful. Few people have looked at evolutionary biology and neuroscience to provide a proper explanation of why we think as we do and why mismatches occur all the time. This talk is about putting the biology back into management and leadership.
Video screening of the award winning media strategies.
Wearable devices, smart phones, mobile applications and online communities offer new forms of monitoring, measuring and analyzing people’s everyday life experiences. The opportunity to quantify the human experience offers great promise for businesses and marketers – imagine you get people to voluntarily and consciously share their body movements, physical conditions, reactions to different external stimulus and even psychological changes.
Simona will present the cases of self-tracking in everyday life, the relationship between the consumers and wearable technology and their intimate relationship with the data. She will present the power of the nudge – possibilities and examples of self-tracking in improving the lifestyle of the consumers and brand opportunities that are hidden in the self-tracking data: gathering insights, predicting future behavior, increase loyalty or offer new services and products
20 years ago, an average media plan took around 50 decisions to make. Today, it is more like 5.000. Without an artificial intelligence, you cannot longer keep up. Let's face the truth, the game is changing, transparency counts more than trust and media agencies must re-think their business. Andreas will show you how A.I. can already be successfully integrated into the strategic media planning and how it can allow as to make smarter, data driven decisions in order to maximize ROI across our marketing mix.
Television, as the most powerful medium, is experiencing a digital transformation of its own. Many new innovations in the field of digital media and video consumption are affecting its business model. The workshop will present the future of television and the advertising role in it. Igor Mali and Dragoslav Radin will demonstrate new possibilities that modern technological solutions are already delivering. Workshop objectives: Present trends in the field of programmatic TV; Explain what options the programmatic media buy-in enables on interactive TV platforms; Provide insight into advertising on interactive TV platforms today and in the future.
Influencer Marketing has become a staple of the digital media mix; however, it does not inherently function in a smooth and efficient manner. People aren’t enough, it takes process. So, how are tech platforms (like theAmplify) enabling more efficient, and more effective, influencer campaigns for brands? In this session, Justin will discuss a variety of topics including how to streamline communication with brands/influencers, automatically migrate influencer content, and use Influencer Chatbots to scale 1:1 communication.
After the Justin will take us through the latest global trends and into the future, Marija will hit the stage with several specifics, you need to have in mind if you are thinking about creating a sucessfull influencer marketing campaign in the region.
Millennials are perceived as a specific generation, which is difficult to manage and motivate for work. They are hard to understand, and even they often describe themselves in contradicting terms. In the advertising industry, populated with usually more ambitious individuals, the overall stereotypes of the Millennials meet a commonly stressful working environment. Based on a research of young talent working in agencies across Europe, and particularily in the CEE, Marko draws some interesting observations and offers conceptual and practical suggestions for better understanding of the Millennials at work.
Viewability, relevant metrics, fake news, ad fraud… while counting conversions, likes and impressions, there are some major issues to be adressed.
The team of certified DIMAQ trainers will draw attention to the key challenges and traps of legislation (GDPR) for the media industry and present the key elements of online analytics, which includes various methods and research for the analysis of user channels, user experience and user behavior. Participants will also learn what knowledge is needed to become an internationally certified digital marketing expert by IAB Europe. You will also be able to test your knowledge with a DIMAQ test. You are invited to try it!
The words we choose matter. In the space of one sentence, an audience can decide whether to tune in or tune out, just as a single slogan can change our perception of a product forever. Susie would like to try to illuminate the areas where marketers can get things spectacularly wrong, and suggest how they can make them dramatically right, all thanks to the vocabulary they choose. Electing the right form of language costs nothing but can pay remarkable dividends.
She’ll also be discussing jargon and how, contrary to all expectations, it can be a force for the good, providing it’s used in the right way!
Throughout, Susie will be drawing on examples from various industries of language that worked, and the kind that really didn’t, and examining some case studies in which the addition of a simple phrase, to a request, dramatically changed the result. Each will, she hopes, demonstrate the saying that ‘words are free - it’s how you use them that may cost you’.
The media market is experiencing a period of dramatic change and development – how will the next 10 years play out?
What happens when media moves beyond the "frame" - be it a television, movie-screen, tablet or phone? What do stories become? How do brands engage with them? Is this the end of mass media or just another beginning? If you think screens are going to disappear what can you do today to prepare? Or should you just cross your fingers and hope that your existing business model will still be there in 3 to 5 years? Nick Bicanic will talk about the future of frameless media.
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