Eurobest: Day 1: Apple, Coke, DraftFCB, Farfar and Volvo
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.