21st Golden Drum: Creativity, Content, Happiness the Brazilian way

by Maud Largeaud , AdForum

This year’s 21st Golden Drum, International Advertising Festival of New Europe, organized by the Slovenian Advertising Chamber, will be held in Portoroz, Slovenia, between 7th and 10th October 2014. Advertisers and creatives from more than 37 countries will get to experience four days of excellent programme and witness the biggest review of creative advertising in the region. Top celebrities of Golden Drum’s congress program, themed “Creativity, Content, Happiness”, are Brazilian Creative and Art Directors Roberto Vilhena, Eiji Kozaka, Ricardo Wolff and Pedro Rosa.

Like in the past, Golden Drum will again this year offer Young Drummers (creatives under 30 years of age) special program content and events like meetings with the members of the Golden Drum Juries in the Portfolio speed-dating, workshops from EACA, European Association of Communications Agencies and different sets of New Agenda Sessions.

Agencies from 37 countries of New Europe can submit their entries via www.goldendrum.com, until 19August 2014, while discounted Early Bird Fees for personal registration are available until 16 September 2014.

Top Speakers and unique networking opportunities

Golden Drum Festival Program will this year focus on “Creativity, Content and Happiness”. Creativity remains at the core of the Golden Drum Festival, and being creative is a tough job. Yet today, this is not enough. On one side we see and experience constant innovations and new technologies, yet without purpose and content, they are less relevant, interesting. On the other side people, as consumers, expect and want interesting, relevant and entertaining content that will lead to action and reaction. Combined with emotions, gut feeling and experience can lead to success and happiness for those who create communications, clients and last, but not least, consumers. Golden Drum strongly values sharing knowledge and developing talents, all the while following its vision to become the key learning spot for young talents, creatives, marketers and all those who believe that there is no better time to work in the advertising industry than here and now.

Golden Drum is still following its desire to become a key place for developing young talents, creatives and marketers, which reflects its two key values: sharing knowledge and developing talents. For top level professionals Golden Drum will offer Creative Academies by the best advertising agency networks and independent agencies, Media, PR, Digital and other academies, plus many events and competitions for professionals under 30 years: Portfolio speed-dating, OFF Drum competitions, EACA Masterclass workshops and New agenda Sessions.

On Tuesday, 1st day of the Golden Drum Festival, delegates will view screenings the best creative entries from 37 countries of New Europe. During the day and in the evening delegates will get the opportunity to relax and meet each other at daily gatherings and evening party.

Through the remaining three days of the festival Golden Drum will host prominent speakers, who will take the stage to talk about creativity, content and happiness.

Creativity and »genius loci«, motto of the Golden Drum Festival, which this year will go very global, will be the focus of many speakers. Especially on Thursday, when the Golden Drum will get coloured in yellow and green, hosting Brazilian Art and Creative Directors: Roberto Vilhena, Chief Creative Director, Artplan Group, Rio de Janeiro; Eiji Kozaka, Art Director, WMcCann São Paulo, Ricardo Wolff, Global Creative Director, BBDO Berlin, and Pedro Rosa, Art Director, AlmapBBDO, São Paulo, who will present creative everyday life of Brazilian advertising agencies in the set of four lectures »A Day of Creative Life in Brazil« where they will present their views on why Brazilian creativity is so successful and award-winning.

Creativity will also be the main focus for David Sandstroem, CEO of DDB Stockholm, who will introduce Swedish creativity in Creative academy by DDB Stockholm, Sebastijan Hejnowski, CEO of MSL Group Polska, will talk about how public relations can get creative in the PR Academy by MSL Group while Dan Toma, Senior Innovation & Product Manager from Deutsche Telekom AG will share his Anti-Procrustean approach to corporate innovation.

How to create happiness and change the understanding of people into business advantage will be the main topics in the lecture by John Kearon’, Chief Juicer and Founder of BrainJuicer Group PLC, UK, which provides consumer-driven insight to 16 of the world's 30 largest buyers of market research and other marquee clients in FMCG, food and beverage, retail, financial services, electronics, health and beauty, and entertainment.

Content creation and storytelling are the topics which advertising industry is spending a lot of time on, because they represent a huge opportunity for advertisers and agencies. Storytelling and content creation will also be the focus of the workshop »Storytelling« by Warwick Cairns, Consultant Strategist at The Effectiveness Partnership and successful author of number of books and articles on advertising and consumer culture.

Information on how to register and attend Golden Drum is available at www.goldendrum.com. Early Bird deadline for delegates is 16 September 2014; special registration packages are available for Young Drummers and Students, aimed to provide younger generation best learning opportunities.