A suitcase full of ideas
In Berlin, the ADC has declared a «creative revolution.».
Entries for the ADC Germany competition have fallen from around 9,000 to 7,000 this year. Many of the previous sponsors have also dropped out. As a result, the traditional exhibition no longer featured all the works, but only the award-winning ones. "Renting a larger hall for a whole week was simply no longer an option."
The exhibition and congress took place in the old Kosmos cinema. However, the center in the old East presented itself as an extremely atmospheric replacement. And despite cost-cutting measures, the speakers at the workshops were very well-known, creatively selected and competent. In a presentation on "Revolutionary sponsoring", for example, it was revealed that Allianz already has a team of ten people working to bring the company's brand and messages to the "new media". "Those who act boldly will be given more trust", was the message in a panel on the topic: "How do I sell a cheeky idea to the customer?" A professional surfer from Hawaii discussed this with a creative director. In terms of Internet development, it was estimated that today three years are enough for a community to become as popular as Facebook. In the pioneering days, six years were needed for this leading portal.
"Messaging is dead" was another insight. In future, consumers will want to receive information from advertising instead. "Social networks are the field in which brands operate today." An interesting figure that was offered was that classic advertising has a maximum return of 18 percent in terms of perception. Trust in such advertising is even based on just 14 percent. In contrast, 78 percent of people trust recommendations - and these are "best found in a dialog with consumers". Despite the exciting names, a panel with some of the most famous top creatives did not provide any important insights. Instead, there was a lot of innovation in a showcase of "New German Directors". For the first time, this was compiled by Saatchi & Saatchi for the first time with exclusively German filmmakers, following the example of their Cannes role. A booklet with the contact details of the 14 new talents was also provided.
Andreas Panzeri
The exhibition and congress took place in the old Kosmos cinema. However, the center in the old East presented itself as an extremely atmospheric replacement. And despite cost-cutting measures, the speakers at the workshops were very well-known, creatively selected and competent. In a presentation on "Revolutionary sponsoring", for example, it was revealed that Allianz already has a team of ten people working to bring the company's brand and messages to the "new media". "Those who act boldly will be given more trust", was the message in a panel on the topic: "How do I sell a cheeky idea to the customer?" A professional surfer from Hawaii discussed this with a creative director. In terms of Internet development, it was estimated that today three years are enough for a community to become as popular as Facebook. In the pioneering days, six years were needed for this leading portal.
"Messaging is dead" was another insight. In future, consumers will want to receive information from advertising instead. "Social networks are the field in which brands operate today." An interesting figure that was offered was that classic advertising has a maximum return of 18 percent in terms of perception. Trust in such advertising is even based on just 14 percent. In contrast, 78 percent of people trust recommendations - and these are "best found in a dialog with consumers". Despite the exciting names, a panel with some of the most famous top creatives did not provide any important insights. Instead, there was a lot of innovation in a showcase of "New German Directors". For the first time, this was compiled by Saatchi & Saatchi for the first time with exclusively German filmmakers, following the example of their Cannes role. A booklet with the contact details of the 14 new talents was also provided.
Andreas Panzeri
