Whilst we all accept we're living in a world of rapid and dynamic consumer change, why have agencies and marketers not evolved their traditional ways of thinking and working at a similar pace and isn't it about time they started? Here's how to get ahead of the game and it starts by a ritual killing of the big idea. Above the line, below the line, off line, online, whatever. It’s all exquisitely mashed these days isn’t it. The lines are blurred. No one ‘owns’ anything anymore. Is it PR, is it digital, is it experiential? Agency wise it’s a fight and the only thing that’s going to win is ideas. Long ideas not big ones. Used to be big but that’s a 60 second creative rarity these days. Bang. Gone. Long ideas engage, they involve, they draw people in, get them talking. It starts with the spark, the tinder…the essential hook in the middle of every successful project, it could be celebrity, or an offer, or a widget, or fame, or utility, or an event, or anything that provokes engagement. When you’ve found your spark, use the palette of channels at your disposal to allow and encourage people to talk about whatever you’ve started. Get your people to look at the world this way and good stuff happens. You’re not looking for the flash mob at the end of the TV spot, or the long form film embedded in the website. They’re the same forced fit from different ends of the telescope. What’s next? Who knows! Great isn’t it? Change. Ahhh.
BIOGRAPHY:
Fresh from judging at the Cannes Advertising Festival this year Jon has some fairly fresh points of view as to where the world of advertising is going. He began his career in traditional advertising, and then spent nine years exploring digital, before coming back above the line to take the post of Chief Creative Officer of Grey London. That experience makes him unique in the UK. Following the recent $100 Allianz win in which he was instrumental, Jon was promoted to the post of Chief Digital Officer for Grey EMEA to lead that business globally and develop the network.He has worked above, below, through the line and online on brands as diverse as Honda, Toshiba, Carling, adidas, Hewlett Packard, X-box, Microsoft, Land Rover, the DePaul Trust, Renault and the British Heart Foundation. His work has travelled globally, and has won over 100 international awards for both creativity and effectiveness, including eight Cannes Lions. Creatively, he developed the first genuinely interactive TV ad ever broadcast, the first MPU in Europe, the first use of near-field mobile enabled posters in a national campaign, and the iPint, the world’s first native branded application for the iPhone, more popular on the App Store than FaceBook it has been downloaded more than six million times.
Did applications changed the (mobile) world? What are the keyfacts to know about Mobile Apps and Advertising? To answer this question - the different kinds of App Stores an mobile Plattforms will be shown. As well as their systems and way of working. Many findings of actual figures from international studies show e.g. which categories are most wanted and how many downloads are generated. If you are looking for a new App find out for whom you should create your App. See also how your App can be advertised and get the insight how Nokia’s App Marketing concept is driving the market to make it “App”solute cool! Some showcases form global and local brands will give exclusive insights to sucessful concepts and campaigns. Moreover you will get the newest facts about the mobile market, focused on the South-East Region regarding e.g. the shares of Handsets, their App stores and operating systems. Last but not least you will get some figures about mobile advertising, recent studies and information form brand new testings and market news. The lecture will make sure that you know what to do with the “hyped topic” and find the best solution for your company regarding activities in wit Mobile Marketing and Apps!
BIOGRAPHY:
A graduated ingeneer (FH) Harald Winkelhofer is the founder, leader and executive manager of IQ mobile GmbH, a “managed service provider” for mobile services of every description. Winkelhofer entered the telecommunications branch after his graduation at the college of higher education Technikum Vienna and gathered experience in the SMS/MMS area working for two Austrian network operators. Then changed to a management of a mobile service provider where he formed a team of product partner and content managers. He also participated in various courses, such as Infrastructure Planning course , Problem based learning course and Presentation and Rhetoric course. From 2004. he is a lecturer of telecommunications and management at Technikum Vienna.
Listen to a lecture by Pierluigi Collina titled Making Decisions and find out what the chief characteristics of a good leader are and how to make important decisions in a fast and stressful environment, without losing one’s colleagues’ trust. The best-known football referee will use experiences from the football world to teach you about the – business world!
BIOGRAPHY:
Pierluigi Collina, a football legend and a true pioneer in dispensing justice at footbal games, who is widely considered to be the best referee in the world, is coming to the third Weekend Media Festival as the MasterCard spokesperson.
Pierluigi Collina became a referee at an early age, and in 1995 he was Collina was appointed FIFA referee. Since then he has refereed some of the most memorable matches, including the 1999 UEFA Champions League Final and the 2002 FIFA World Cup Final. He retired in 2005, but is still involved in football as a consultant to the Italian Football Referees Association and is a member of the UEFA Referees Committee.
His innovative and thorough preparation for games can be easily applied to business. The understanding of the latter is supported by his degree in economics, which Collina obtained at the University of Bologna.
TV sale used to be a synonym for unbelievable miraculous products that can be bought at incredibly favorable prices, and which probably do not work. Today, the situation is different. In fact, today everything is TV sale. And if it is not, it soon will be.... Should have TV sale been killed so that a new TV sale would be born – on television, on the Internet, telephone, shops....? What happened and why did everything become TV sale today? Is that the reason why business case “Studio Moderna” is studied in “Harvard Business School”? Branimir is a witness and participant of this radical transformation of the global media scene. Today he believes that the slogan that “looks silly, but works” has not only positioned the legendary Kosmodisk 20 years ago, but also predicted the new media age. He will show how the studying of transformations which TV sale went through is necessary for the understanding of changes that happened in the media and advertising in general. He will offer the example of Dormeo, which repeated the success of Kosmodik, but in a different way, as evidence. He claims that the success of “Studio Moderna” as a company is not a result of a genius appearance of a mega-idea or a lucky combination of circumstances, but of the understanding of new trends and constant adjustment to new circumstances. He advises that we have to learn to recognize those new circumstances and react immediately, and not try to understand them first, because there is often no time for that. That is why mistakes are a constitutive part of the success and he will present this through a story about the success of “Top Shop” – from the beginnings in Slovenia to today’s operation in around 20 countries in the market with 400 million people; from three students by the phones in Zagorje ob Savi to 4,500 people in call centers all over the Central and Eastern Europe; from three times per 3 minutes on Sundays on one television to 300 hours of program a day on 300 television channels. You will hear first hand a testimonial about that trip and the acquired experiences. At the time we live in, it is ungrateful to predict the future. However, we will hear why Branimir believes that the future of television sale is in making it less and less television and less and less sale. And why “Naša mala klinika” is very important here! However, that is not all....
BIOGRAPHY: Branimir began his career in direct marketing by successfully marketing a medical device, Kosmodisk, whose sales has broken the two million mark. Soon afterwards he co-founded the company Studio Moderna, which today is the largest electronic retailer in Central and Eastern Europe, headquartered in Slovenia. With the Top Shop brand the company is present in 20 different countries in the region, covering the combined market of 400 million people. Studio Moderna airs on 300 TV channels and owns five specialized TV sales channels titled Top Shop TV, of which the Russian one alone boasts distribution in 8 million households. Nowadays, Studio Moderna is a unique business system featuring integrated sales of products through different distribution channels at the same time. Besides direct TV sales, products are also offered in over 100 Top Shop retail stores, leading retail chains in the region and online. In the period between 2006 and 2008, as one of the most renowned direct sales experts, Branimir Brkljač was the CEO of ERA Europe (Electronic Retailing Association) – Europe’s trade association for TV sales.
Andrew Keen will discuss the past, present and future of his international hit polemic Cult of the Amateur. Describing the cultural environment which provoked the book, Andrew will talk about the demise of traditional media, focusing on the crisis of authority of the press and professional creative artists. He will present the Internet as ideology - focusing particularly on both its libertarian and military-industrial origins in the Sixties. Offering a critique of the Web 2.0 movement, Andrew will argue that the excessive democratization of media in the West has created a cultural lacunae which has been appropriated by both the populist mob. Andrew will defend the meritocratic foundations of 20th century media and cultural industries and argue that the mass industrial society offered a much more egalitarian environment for a professional artistic class. Going beyond Web 2.0, Andrew will investigate the current social media revolution and argue that the future of the professional creative class is now rosier that at any time since the mid 90's. He will then speculate on the future of both media and the creative industries & argue that we must become masters of technology if we are retain our humanity in the 21st century.
BIOGRAPHY:
Andrew Keen is one of the world’s most influential thinkers about 21st century business, technology, and media. He was educated at London University, where he got a First Class Degree in Modern History. He continued his education at the University of Sarajevo and the University of California at Berkeley.
Andrew has over ten years experience as a Silicon Valley founder/CEO, and senior executive, having founded a pioneer internet music business, Audiocafe.com in 1995. He published his first book, Cult of the Amateur: How the Internet is Killing our Culture (Random House), in 2007 to much international acclaim and praise. The book went on to be short-listed for the 2008 Higham’s Business Technology Book of the Year Award, and is now translated into sixteen languages.
He has appeared on many television and radio shows including the Colbert Report, the McNeil-Lehrer Newsnight Show, the Today Show, Fox News, CNN International, NPR’s Weekend Edition, and BBC Newsnight. He has written for the Los Angeles Times, the Wall Street Journal, Forbes, Entertainment Weekly, The Weekly Standard, and Prospect. Internationally, he has written for several publications which include the London Independent, the London Guardian, and the Belgium De Standaard.
Andrew currently maintains a column for London Daily Telegraph and Volkskrant on U.S. based technology and innovation. His second book, provisionally titled Digital Vertigo: Loneliness, Anxiety and Inequality in the Social Media Age, is expected to be published by St.Martin’s Press.
Over the past several decades, news and sports television in the United States has evolved into a multi-billion dollar industry. The competition for viewers between the major American television networks has become as fierce as the battle on the sports fields.
And although, on the surface, coverage of news and sports may seem similar to that of the coverage in Europe, there are vast differences between the philosophy and ethics of reporting the news and covering sports in The States and the rest of the world. I will discuss the "American way" of covering news stories and sporting events.
Television is a visual medium; it lives by the pictures it offers its viewers. I will also discuss the latest methods and techniques American producers and directors are using to separate themselves from the competition. What new technologies have recently been introduced in the sports and news worlds, and with the influence of the internet, what the future holds for these ever-evolving, immensely popular mediums.
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Had a great time - it was an awesome conference (and the parties were amazing). Congratulations again! "
Tim Hwang
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I enjoyed the Festival very much. I thought it was well organized, informative and fun. Anyone involved in media in and around Croatia would greatly benefit by attending. Panels and speakers were interesting, diverse and represented great expertise there respective areas. "
Rob Lee
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My impressions are more than positive. Weekend is a big, internally minded meeting! "
Alexander Oswald
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I had a great time at the Festival! It all seemed to go very smoothly...It was my first trip to Istria and I loved the whole experience. "
Fresh from judging at the Cannes Advertising Festival this year Jon has some fairly fresh points of view as to where the world of advertising is going. He began his career in traditional advertising, and then spent nine years exploring digital, before coming back above the line to take the post of Chief Creative Officer of Grey London. That experience makes him unique in the UK. Following the recent $100 Allianz win in which he was instrumental, Jon was promoted to the post of Chief Digital Officer for Grey EMEA to lead that business globally and develop the network.He has worked above, below, through the line and online on brands as diverse as Honda, Toshiba, Carling, adidas, Hewlett Packard, X-box, Microsoft, Land Rover, the DePaul Trust, Renault and the British Heart Foundation. His work has travelled globally, and has won over 100 international awards for both creativity and effectiveness, including eight Cannes Lions. Creatively, he developed the first genuinely interactive TV ad ever broadcast, the first MPU in Europe, the first use of near-field mobile enabled posters in a national campaign, and the iPint, the world’s first native branded application for the iPhone, more popular on the App Store than FaceBook it has been downloaded more than six million times.
A graduated ingeneer (FH) Harald Winkelhofer is the founder, leader and executive manager of IQ mobile GmbH, a “managed service provider” for mobile services of every description. 
Pierluigi Collina, a football legend and a true pioneer in dispensing justice at footbal games, who is widely considered to be the best referee in the world, is coming to the third Weekend Media Festival as the MasterCard spokesperson.
Branimir began his career in direct marketing by successfully marketing a medical device, Kosmodisk, whose sales has broken the two million mark. Soon afterwards he co-founded the company Studio Moderna, which today is the largest electronic retailer in Central and Eastern Europe, headquartered in Slovenia. With the Top Shop brand the company is present in 20 different countries in the region, covering the combined market of 400 million people. Studio Moderna airs on 300 TV channels and owns five specialized TV sales channels titled Top Shop TV, of which the Russian one alone boasts distribution in 8 million households. Nowadays, Studio Moderna is a unique business system featuring integrated sales of products through different distribution channels at the same time. Besides direct TV sales, products are also offered in over 100 Top Shop retail stores, leading retail chains in the region and online.
Andrew Keen is one of the world’s most influential thinkers about 21st century business, technology, and media. He was educated at London University, where he got a First Class Degree in Modern History. He continued his education at the University of Sarajevo and the University of California at Berkeley.
Tim Hwang
Rob Lee
Alexander Oswald
Chris Matyszczyk
