ADC Summit Report

"Compared to Berlin, Frankfurt is a village," grumbled some creatives from the German capital. But the village had a lot to offer with its contemporary exhibition center, the Museum of Applied Arts, an ADC ship, Greentowers and the Schauspiel Frankfurt as centers of the event. Shuttle buses ran between them. Figures 6,700 works were assessed. 8 were awarded gold, 56 silver, 123 bronze and 242 a distinction. Achievements Six of the eight Gold Nails awarded went to campaigns in the traditional media category. Four of these were "out of home". The agencies that received the most awards were Heimat, Jung von Matt and Scholz & Friends. Patriotic Two Swiss agencies were among the winners. Euro RSCG Zurich won a bronze nail in the film campaign category for the funny short film "Too fast" for the Federal Office of Public Health. Jung von Matt/Limmat also won an award in the film category in the individual spot category for "Migros, Farm of Animals". Jung von Matt/Limmat also picked up a second award in the Digital Media/Banner category for Pro Senectute and "No Friends". Confusing The poster for the summit was the subject of heated debate in the Frankfurt media. People wondered: why did the man with the friendly greeting in his bowler hat have three nails hammered into his head? One woman said it was probably an alien with antennae and fresh "ideas not of this world". Trends "The Internet is the television of the future," said Jochen Rädeker, spokesman of the ADC Germany board. He is also convinced that traditional advertising is on the retreat and with it the traditional advertising agencies that offer everything from a single source. The new ideas lie where forms are broken and new approaches are used. It is therefore no coincidence that the exhibition area at the Frankfurt trade fair grounds was designed in the style of a construction site. It is clear that we are in a time of transition. Minimized It was noted in a presentation that Google has the most clicked website in the world. And also the simplest site. Just a white space and a square of lines to enter the search query. Tips Boxer Wladimir Klitschko talked about how to knock out an opponent. He said: Don't be like the others, stand out from the crowd. Believe in yourself. Believe in your cause. Being cheeky, not being afraid. Don't let the pressure drive you crazy. "I love pressure, it has a positive effect on me," said Klitschko. This was also confirmed by Armin Jochum, Managing Director Creation at Jung von Matt/Alster. One of his tactics for success: "Wait until the day before the presentation to start brainstorming." Statistics Today, there is less money available for a campaign and at the same time much more media. One question at the congress was therefore: Where do you invest what? If you rethink, you rethink media and leave the old pigeonholes behind. This is because clients have become "dramatically different". They demand that all ideas work faster. We are expected to be able to arouse desire from one moment to the next. In addition, controlling is constantly breathing down the necks of creative professionals. Challenges Consumers have emancipated themselves and are no longer interested in advertising that does not provide them with relevant information. Consumers do the communication for their favorite brands themselves. Comparison Where once a dirt road led us to our destination, today we travel on an eight-lane highway. Or: Is classic advertising as obsolete as the old long-playing record? Acceptance The means of communication that are still new to us will be taken for granted tomorrow. We already say "I spoke to him" today and no longer make a distinction as to whether it was face-to-face or just over the phone. The Internet will be just as much a part of the next generation's everyday life. A young boy once asked: "How did people get on the Internet when they didn't have computers?" However, tweeting has not yet been widely accepted in Frankfurt. On the first day of the congress, only 11 people passed on anything to do with the ADC in a "shameful 46 tweets", as scene guru Sacha Lobo angrily put it in an "advertisers' insult". Business model Why just invent the advertising when you can invent the product at the same time? This was asked in a presentation about an idea from the Brand Lab. Crossmedia It is no longer enough for an ad to work on TV. It also has to trigger a movement beyond the commercial break. The film, its actors or the way it is made must be discussed in the media. This was demonstrated by the Katjes yoghurt commercial with Reiner Calmund, which made it onto the shows of Stefan Raab and Harald Schmidt. Loosening up The Internet is like a car market. You have to set up bouncy stalls and bratwurst stands - virtually and in new forms, of course. Links On YouTube, we recommend a movie on the subject of "new ideas" entitled "Deadline Express Courier Exploding" or "Greatest Ad Campaign Ever".
Andreas Panzeri
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