WE SEE THINGS DIFFERENTLYMay 21st to 22nd, 2013

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Schedule

Go to DAY 1 DAY 2

Reserve Tuesday and Wednesday (21 and 22 May) for a conference on current marketing and communications jam-packed with a great line-up.  You will be surprised by worldwide professionals and inspiration not generally to be found under one roof.  PIAF is a unique opportunity for senior managers and experts to strengthen their professional profile.

Complete schedule for 1st day (21st May 2013) available for download here. 
We reserve the right to change the programme. 
 
 CONFERENCE BLOCK I. - IN THE PUBLIC' INTEREST
 
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  12:00- 15:00
  FOREWORD
 BIG HALL
 
MAREK HLAVICA
Managing Director, PIAF, Czech Republic
Language: CZE, ENG, FR Interpretation: YES
 
Under auspices: 
In cooperation with:
 Communications in the local public sector are difficult.  From problematic supplier selection criteria through corruption suspicion, arrogance and inexperience.  Meanwhile effective communications of institutions with citizens is mandatory in a democratic society.  Various approaches, inspiring examples and experiences will kick off the debate to improve the situation.
   
  GOVERNMENT COMMUNICATION IN THE CZECH REPUBLIC: HOW DO THE PEOPLE LIKE IT?
 
 
DENISA KASL KOLLMANNOVÁ
Head of Department specializing on Marketing Communication and PR at the Charles University, Czech Republic
 
 
We´ll present you a part of the first comprehensive research on Czech Government Communication, conducted by Denisa Kasl Kollmannová and Anna Matušková from Charles University in Prague. Czech Government spent over one billion CZK on communication and several campaigns – but with what effect? How do the people perceive it? You´ll get the answers from a brand new research exclusively at PIAF.
   
   WHO CARES?
 
 
DANIEL MENCÁK
Art Director, DDB Stockholm, Sweden
 
 
How many of us are willing to surrender our comfort and freedom to help others?  A successful state campaign for enrolment into the Swedish Army will be presented by one of its creators, Daniel Mencak.   The campaign's concept and processing is second to none with innovative campaigns produced for the commercial sector.
 
 
 HOW IT'S DONE IN FRANCE
 
 
MARIE-PIERRE BORDET
VicePresident, AACC (Association des Agences-Conseils en Communication), France
 

Marie-Pierre Bordet has many years experience with advertising and communications.  She used her background in her position as Vice President of the Professional Association of Communications Agencies and took part in the make-over of the public tenders in France.  She will share her experience and  outline the pro's and con's of the current situation.
   
  DON'T GET CHEATED, CHECK BEFORE YOU SIGN
 
 
MARCIN KASZUBA
Director of Department of Communication and Promotion at National Bank of Poland, Poland
 
  Several ministries, public institutions and media joined forces in warning Polish citizens against loansharking dangers.  The Polish National Bank heads the campaign coordination.  The project's manager will outline the birth of this vast project.
   
  REBRANDING DESTINATION BRAND OF THE CZECH REPUBLIC: TRUE STORY
 
 
MAREK MRÁZ
Strategy and Marketing Communications Director, CzechTourism, Česká republika
 
 
The new marketing strategy of the Czech Tourism Board positions the Czech Republic as country of stories.  What were the key reasons for rebranding? How is the new corporate identity compatible with the stories of historic cities, modern buildings, landscape or the visitors themselves?  In his presentation, Marek Mraz will outline the new identity of the Czech Republic brand, will show the 2013 marketing campaign and comment on the tender process.
   
  GOVERNMENT HEALTH WARNINGS AND AWARENESS CAMPAIGN ON ALCOHOL HARM AND SEXUAL HEALTH
 
 
MATT WYATT
Head of Planning, VCCP, United Kingdom
 
 
Some of the toughest briefs for any creative agency are behaviour change campaigns concerning health and lifestyle issues that your target audience is actively resistant to engaging in.  Matt Wyatt, Head of Planning at VCCP will discuss his experience delivering successful and award winning government campaigns targeting young adults over the problem of excessive alcohol consumption, as well as campaigns about sexual health and pensions aimed at a broader target audience. He will also demonstrate how the advent of interactive digital platforms have given advertisers more opportunities to engage target audiences on "difficult" subjects such as drug awareness, but that traditional methods such as TV campaigns continue to have significant impact.
   
   U.S. MODEL FOR PUBLIC COMMUNICATION
 
 
KATE EMANUEL
Senior VicePresident of Non-Profit and Government Affairs, Ad Council, United States
 
 
Ad Council is a unique non-profit organization founded by, administered by and supported by all units of the communications industry including media.  The Ad Council leads public service campaigns in the name of the State and the non-profit sector.  The Ad Council was founded during the Second World War and has presented the world over the years with several famous iconic campaigns which moved public interest and the attitude of the American society.  The Ad Council is very famous in the USA and could be inspirational for other countries in the world.
   
 
HOW TO MOVE ON IN THE CZECH REPUBLIC?
Panel discussion
 
 
MARIE-PIERRE BORDET
VicePresident, AACC (Association des Agences-Conseils en Communication), France
 
 
JAN BINAR
President of AKA (Association of Communication Agencies), Czech Republic
 
 
  
MAREK PETRUŠ
Director of Communications CNB and Senior Communications Advisor to Bank Governor and Board Members, Czech Republic
 
  
JAN SIXTA
Deputy Minister of Public Investment and Legislation, Ministry of Regional Development,  Czech Republic
 
  
RADKA HRSTKOVÁ
Director of Communication, Prague City Hall, Czech Republic
 
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 How to fulfil legal conditions on public tenders. How to change the law in the future? How to produce campaigns with thought and impact?  What do even the best intentions have to face?  Why are prestigious suppliers loosing interest in tenders for state and public sector?  Come discuss the future and current conditions of communications in the public sector with representatives creating the laws, clients, suppliers and independent foreign experts.  The panel discussion will be led by Marek Hlavica, the Managing Director of PIAF.
     
 WORKSHOPS
 
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 9:30-11:30
Workshop I.

ADVERTISING IN THE PUBLIC SECTOR: THIN ICE OR NORMAL PROJECT
 BIG HALL
 
KATEŘINA KOLÁČKOVÁ
Head of Public Procurement Division,  OTIDEA, Czech Republic
Language: CZE
Interpretation: NO
 JAN SLEZÁK
Lawyer, OTIDEA, Czech Republic
 
 Under auspices:
 
In cooperation with:
 
This interactive workshop will lead you down the complicated road from the submission to the evaluation of a public tender on the topic of communication.  We will show clients and service providers the difficulties being caused by the new public procurement laws. We will offer a solution and warnings on dangerous doubting.
 
   - What can we consider a public tender?
   - Possible types of services, the ban on dividing tenders into services
   - The value of public tenders and their relationships to the method of selection
   - How to request advertising/PR services
   - Types of negotiation proceedings
   - Competition proposal - creativity vs. price
   - Competition dialogue
   - Deadlines and changes to project
   
 9:00-11:00
Workshop II.
 
CREATE: HOW TO DESIGN CONTAGIOUS COMMUNICATION (and make the world a better place)
 FOYER
 
Language: ENG
Interpretation: NO
MIRKO PALLERA
Co-founder and Strategic Creative Director, Ninja Marketing, Italy
 
  The Viral-DNA Brief Model. Is Copy Strategy still useful today in the digital world? We need to invent a brand new model.The workshop will show a different approach to strategy and creativity: starting from people, cultural tensions and their psychological needs in order to propose a new model for designing contagious ideas.
   
 11:15-13:15
Workshop III.

DEVELOPING STRONGER EMOTIONAL BONDS BETWEEN CONSUMERS AND BRANDS TO CREATE LOYALTY BEYOND REASON
FOYER
 
Language: ENG
Interpretation: NO
 
MICKY DENEHY
Founding Principal, EACA International School of Advertising, United Kingdom
 
  Last year Micky Denehy, as one of the conference's best speakers, spoke about winning pitches...this year he will take it to a new level in a workshop (restricted capacity) on "developing stronger emotional bonds between consumers and brands to create loyalty beyond reason"
   
 13:30-15:30
Workshop IV. 
 
BEYOND THE ADVERTORIAL: CREATING MULTIMEDIA CONTENT FOR AN EDITORIAL ENVIRONMENT
 
FOYER
 
Language: ENG
Interpretation: NO
RYAN BAIR
Founder and Creative Director, Saw Forge, United States
  In this workshop on custom advertising, Ryan will share an insider's perspective integrated marketing—including tips for  generating engaging brand content in an editorial environment, leveraging media buys for target audience penetration, and forging authentic media partnerships.
   
 15:45-17:45
Workshop V. 

GAMIFICATION- BUSINESS AT PLAY
 
FOYER
 
Language:CZE
Interpretation: NO
PAVEL HACKER
Chief Marketing Officer, BrandzFriendz, Česká republika
  Gamification - Business at Play. Have you ever promised your kids an ice cream if they finished their broccoli? Do you make a walk around Prague "fun" by skipping over black stones? Well then, professionally speaking you apply the principals of Gamification to routine acts in order to turn something boring fun.Gamification will be as important for business as social media was a few years ago. Changing a boring, annoying task into something fun leads to higher affectivity in the workplace, higher profits, deeper knowledge of the user, the customer. We will discuss examples from marketing, media and HR and will also try gamification on site.
 
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 19:30
 BEST OF U.S. PUBLIC CAMPAIGNS
Free access
 
KATE EMANUEL
Senior VicePresident of Non-Profit and Government Affairs, Ad Council, United States
 
 
In over 70 years, the Ad Council has introduced several iconic campaigns and slogans into American awareness.  At the beginning were the current classic campaigns supporting the fight against Nazism and Japanese aggression followed by breakthrough campaigns supporting the Red Cross, Polio vaccinations, healthy child coalition or a commemorative campaign for the 10 yr anniversary of the attack on the New York Twin Towers.  The presentation offers a unique opportunity to become familiar with the most famous American public service campaigns of the past 70 years.
   
   YOUNG DIRECTORS AWARDS
 
 
FRANCOIS CHILOT
Founder of Les Producers and President of European Association of Producers of Commercial Films, France
 
 
Francois Chilot, the president of the European Association of Commercial Film Producers will present last year's winners of the worldwide competition of young directors.  YDA was the starting block for many world famous artists.
 
   PUSH vs PULL IN MARKETING COMMUNICATIONS
 
 
DAN FARKAŠ
Word of Mouth Evangelist & Enterpreneur, Outbreak, Česká republika
 
 
The irrelevant composition of the plastic advertising world, dependant upon persistent repetition in the media versus the involvement of communication with active customer feedback.
 
 

 
 
 
   
Complete schedule for 2nd day (22nd May 2013) available for download here.
We reserve the right to change programme.
 
 
 EMOTIONS, EMOTIONS, EMOTIONS
Evoke emotions - passion, fire, love, enthusiasm.  Provoke people to show spontaneous but controlled reactions.  Build a strong emotional bond between brand and customer.  This is the dream of all customers and creators.  The success of this approach is blinding, failures humiliating.  Emotions from all points of view, all day long at PIAF.               
Moderator: WILL RUST        
Executive Creative Director, Ogilvy&Mather        

    
 CONFERENCE BLOCK II. - EMOTIONS, EMOTIONS, EMOTIONS 1
 
EMOTIONS EMOTIONS EMOTIONS
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 9:30-12:30 EMOTIONS IN MARKETING
Language: ENG
Interpretation: YES
 
MIRKO PALLERA
Co-founder and Strategic-Creative Director at Ninja Marketing, Italy
 
 
"Viral is social sharing of emotions" but we don't have a map to understand human soul. How can brands be soul makers? How can creativity encourage and inspire people and can our industry have a social mission?
 
 
 EMPOWER CREATIVE COURAGE
 
 
ALEXANDER MATT
Global Brand Marketing Director, Adidas Originals/NEO, Germany
 

Adidas Originals is a key brand of Adidas, the prestigious sportswear producer.  Specific target groups require a specific approach which must surpass the habits of the clothing industry.
   
  THE POWER OF NATIONAL EMOTIONS
 
 
ADRIAN BOTAN
VP of Creative Excellence at McCann Erickson CEE, Creative Partner at McCann Erickson Bucharest, Romania
  Adrian Botan shows us his maestro performance of strumming at the nation's heart chords to renew the placement of an original brand of candy bar into the minds and shopping carts.  This huge Eastern European creative star has collected awards and recognition for other campaigns as well.  Who said it couldn't be done....
   
  KAREL IS THE GOD
 
 
MAREK VOCEL
Head of Schwarzenberg's campaign, Czech Republic
 
The presidential campaign was filled with emotions especially in favour of the candidate Karel Schwarzenberg.  The head of the presidential team will tell us how they dealt with them.
   
   COMFORTABLY NUMB
 
CHRIS GARBUTT
Chief Creative Officer at Ogilvy France, France
 

A point of view of the world we live in and how relevant/or not advertising can be. How do we make sure we have a desired effect on people and how do we inspire action? Learn about emotional focus and blade running creativity....
   
   A DRAMATIC DISPLAY OF EMOTION
 
RYAN BAIR
Founder and Creative Director at Saw Forge, USA
 

A thoroughly un-scientific investigation of emotional manipulation in media. In this snapshot of a trend, we will consider the historical context, methodologies, and future implications of pulling so many heart strings.


  EMOTIONS IN THE NETWORK
 
PAVEL HACKER 
Chief Marketing Officer, BrandzFriendz, Czech Republic
 
The digital world is proud of its measureability - can we measure emotions in addition to transaction? How love, anger and sadness transmits from the mind to the Internet? What does "Like" mean? What is a Tweet saved in Favorites? A heart on FAB.com?

 
  12:30-13:30
 LUNCH AND MEETING TIME
 
   CONFERENCE BLOCK III. - EMOTIONS, EMOTIONS, EMOTIONS 2
 
EMOTIONS EMOTIONS EMOTIONS
2
 13:30-16:30 TAKING STOCK OF SHOCK
Language: ENG
Interpretation: YES
 
GORDON YOUNG
Editor at The Drum, United Kingdom
  In an age of virals, memes and online it is getting harder to surprise consumers. However, it is getting easier to offend them. Gordon Young will look at how brands can navigate an increasingly complex world to take consumers outside their comfort zones without falling foul of emerging social media conventions. Breaking through, need not mean breaking your brand!
  FROM SAYING TO DOING 
 
 
SEBASTIAN BILLING
Global Communication Director at Absolut/Pernod Ricard, Sweden
 

Sebastian will share his experiences in working with the new global ABSOLUT VODKA communication strategy. It is called "From saying stuff to doing stuff". It is a very interesting topic for global advertisers of today that struggle with getting the desired effect from traditional advertising. The ABSOLUT VODKA brand have therefore chosen to move from an advertising-lead communications model to a more brand experiential-lead communications model.

 
   SECONDS HAVE BEAUTIFUL STORIES
 
 
FRANCESCO SIMONETTI
Vice Creative Director at Leo Burnett Italy, Italy
  Wenders, Godard, Fritz Lang and storytelling about time. It's a speech not only about the Beauty of a Second campaign: It's about the idea you can tell stories in one second. It's about a brand devoted to storytelling (Montblanc). It's about nice anedoctes around the campaign.
 
   BRANDED CONTENT vs PRODUCT PLACEMENT
  CHRISTOPH NANN
Executive Creative Director at Serviceplan, Germany

Some thoughts and examples on the sense of branded content. What is the difference between product placement, sponsoring and branded content? Why is branded content good? What makes branded content excellent? 

   
   COURAGE CZECH STYLE
 
FRANTIŠEK GRUNT
Marketing Manager at Active 24 s.r.o.
 

Excepts from non-traditional, even risky Czech campaigns.  Haters webs, Men in Black or Superhero - why did we do it and what did it bring us?
   
  KLM GOES SOCIAL: HOW CREATIVE BRAVERY MOVES BRAND FORWARD
 
 
FRANK HOUBEN
Communications & Corporate Identity Director at KLM, Netherlands
 
JACCO TER SCHEGGET
Managing Partner at Tribal DDB Amsterdam, Netherlands
 

Jacco ter Schegget (Managing Partner Tribal DDB Amsterdam) and Frank Houben (Director Communications & Corporate Identity at KLM) talk about KLM’s new way of communicating: more social, modern and interactive.

KLM and Tribal DDB Amsterdam have worked together for years - choosing for the best way off the beaten track of traditional communications. KLM is one of the pioneers have invested fully into the digital innovation.
   
  OUT OF THE BOX SPEAKERS
   THE HOLY CHURCH OF  CREATIVE ILLUMINATION PRESENTS: THE REVELATION MISSION
 
 
PETR FRIDRICH
Co-founder and Consultant at Core Questions, Czech Republic
 
MARTIN VASQUEZ
Co-founder at Czech Impro League and Founder at Impro Institute, Czech Republic
         -   Mind purification Ritual - search one's Conscience  and Heart.
         - Adoration of the Holy Relics of the …   (the name is prohibited and using under copyright).
      - The Budget Miracle.
      - Holy Trinity, Angels, Demons, and other stakeholders.
      - The Problem of Client - Agency Bewitchment – Expectations.
      - Holy Ways to make ourselves satisfied.
      - Common Reconciliation  Act.

 
 AWARDS CEREMONY
  19:30-21:30
BEST OF ... SHOW (AWARDS CEREMONY)
     
 PARTY  21:30-1:00 PARTY