What you will find in the article:
- The Effie Stage programme features more than twenty domestic and international guests.
- The conference will focus on marketing effectiveness and the impact of artificial intelligence.
- It will present case studies of winning campaigns and their strategic approaches.
- Discussions will centre on the relationships between agencies and clients.
- The programme will include the announcement of the shortlists for this year’s Effie Awards.
The programme for this year’s Effie Stage, which will take place on 10 November at the O2 Universum in Prague as part of the Forum Media conference, is now complete. The full-day programme will feature more than twenty guests, including three international speakers, representatives from research and communications agencies, and marketing leaders from the client side. It aims to answer the question of what lies behind marketing communications that really work. Effie Stage is organised by the Association of Communication Agencies (AKA) in collaboration with Forum Media.
The programme will be opened by Catalin Dobre, co-CEO and chief creative officer of McCann Worldgroup Romania and regional creative director of McCann CEE. In his presentation, he will focus on the ability of brands to respond to rapid changes and remain relevant in a shifting cultural landscape.
Benoit Wiesser, senior partner and Effectiveness & Strategic Excellence Lead at Ogilvy Worldwide, will then speak on the topic of marketing effectiveness. In his presentation, he will link the principles of marketing effectiveness with the impact of artificial intelligence, a decentralised communications environment and societal changes. This will be followed by an interview with Jakub Hodbod, who leads WPP’s global digital strategy for Mondelēz International.
Věra Šídlová and Michaela Štenglová from Kantar will discuss the impact of artificial intelligence on brands. They will present data on how AI is changing the way brands are discovered and chosen. According to a global study by Kantar, 82 per cent of adults have used an AI assistant in the last six months.
They will also focus on how AI provides information about brands. In addition to the mere visibility of brands in AI models’ responses, they will examine, for example, the sentiment of these responses and the sources from which the models draw their information.
The afternoon programme will feature three case studies of winning Effie campaigns. Plzeňský Prazdroj with VCCP, Budějovický Budvar with Ogilvy and SK Slavia Prague with Zaraguz will present the challenges, strategic solutions and results of their campaigns. The presentations will be followed by a discussion with strategist Tereza Košťálková from VML.
The final part of the programme will focus on the relationships between agencies and clients. Věra Šídlová will present data from Kantar and Saïd Business School, alongside an analysis by Effie Europe examining the link between the duration of agency-client partnerships and the success of their work in the Effie Awards.
Brian Kessman, founder of Lodestar Agency Consulting and author of the study *Redesigning the Agency Value Model*, will follow on from the topic of business relationships. He will focus on how the agency remuneration model influences their work. The presentation will also include the results of a diagnostic study that Kessman carried out with AKA member agencies. His presentation will be followed by a discussion with Ján Los, CEO of Marketup.
Lucie Vlčková from ResSolution will present the results of the latest wave of the Opportunity Index research, which tracks the alignment between what agencies offer and their clients’ expectations.
The Effie Stage will conclude with a debate between representatives of agencies and clients. Confirmed participants include Tomáš Varga, CEO of Publicis Groupe, and Marek Dvořák, Marketing Director of the Dr. Max network. The discussion will focus on the terms of cooperation between agencies and clients, and on how their relationship is influenced by AI, new technologies and growing demands for results.
The programme will also include the official announcement of this year’s Effie Awards shortlists and the presentation of a special creativity award from the Art Directors Club.
The full-day conference programme will begin on 10 November at 9.00 am, with the Effie Stage hall opening at 10.30 am. Tickets for the Effie Stage are also available separately this year via the organiser’s website.
Source: mediaguru.cz