Trends & a Cannes ticket
At the start of spring, the industry eagerly awaited the HandelsZeitung's advertising trends study.
The industry eagerly awaited the HandelsZeitung's advertising trend study at the beginning of spring. 650 guests had registered for the presentation before Easter. Fortunately, only about 500 came - the venue was full enough as it was. This feedback must have made many a publishing strategist green with envy. So maybe it's worth digging a bit for the reasons of such success.Nullo (i. e. of course): In addition to a generous offer of drinks and appetizers, the event features surprising speakers every year.
Primo: Since I have been attending the advertising trend study event as a shortlist author, i.e. for just over five years, apart from minor fluctuations the 500 or so guests have remained largely the same. Although in the meantime they have certainly improved their employer, position in the hierarchy and level of income, in some cases massively and several times. Most of them, anyway. And have thus become more potential customers.
Secundo: This testifies to consistent work on the organizers' relationship database. The distributed list of participants was the epitome of a scene who-is-who, including employer and his postal code. Best material anyhow. It never ceases to amaze me that such up-to-date data is often disclosed in our competitive industry.
Tertio: And finally it's a personal business!
Trends were also set elsewhere: The longer, the more substance the Cannes Open competition launched by Keystone gains. It was held for the fifth time. Young creatives can take part, see box on page 22 for definition. Another condition is that the work is agreed with the respective client and is placed at least once. Otherwise, the subject would not meet the Cannes entry criteria - participation in the advertising world championship is part of the prize. Likewise, a hotel arrangement on the Côte including a festival pass is part of the prize.
Posterity was one of the most important selection criteria, said juror Simone Fennel at the award ceremony. And in this respect, the winning Adidas motif by Nina Rentschler and Björn Burkhard actually outshone the other works (see also page 8). The subject is universal and works just as well on half a newspaper page as it does on a mega poster or cut into grass in an approach corridor.
The judging had been a hot affair, one heard. In the attic of Keystone's headquarters, temperatures were already high in the spring sun, and this was still noticeable in the evening. This little warm-up was just what the young creatives needed - they can expect similarly hot and humid conditions in Cannes.
Respect must be paid to all the teams at the Cannes Open. What was extracted from the Keystone stock images was highly professional and, in part, tantalizingly clever. The fact that mastering image composition via Photoshop is a must was also demonstrated when the shortlisted subjects were broken down into their individual images. Aha!
Beat Fritsch went to the Lakeside Casino Zürichhorn last week with a spring-like sprouting beard for the presentation of the HandelsZeitung's 2005 advertising trend study. He was joined by almost another 500 (!) advertisers and marketing people who wanted to know whether the thumbs were pointing up or down for this year.
The Keystone Cannes Open was also trendy. Young creatives - by definition Keystone means those under thirty - submitted various works in the competition for a ticket to Cannes. All of them worth seeing and all of them created with images from the Keystone stock - and of course a lot of imagination and creativity.
Primo: Since I have been attending the advertising trend study event as a shortlist author, i.e. for just over five years, apart from minor fluctuations the 500 or so guests have remained largely the same. Although in the meantime they have certainly improved their employer, position in the hierarchy and level of income, in some cases massively and several times. Most of them, anyway. And have thus become more potential customers.
Secundo: This testifies to consistent work on the organizers' relationship database. The distributed list of participants was the epitome of a scene who-is-who, including employer and his postal code. Best material anyhow. It never ceases to amaze me that such up-to-date data is often disclosed in our competitive industry.
Tertio: And finally it's a personal business!
Trends were also set elsewhere: The longer, the more substance the Cannes Open competition launched by Keystone gains. It was held for the fifth time. Young creatives can take part, see box on page 22 for definition. Another condition is that the work is agreed with the respective client and is placed at least once. Otherwise, the subject would not meet the Cannes entry criteria - participation in the advertising world championship is part of the prize. Likewise, a hotel arrangement on the Côte including a festival pass is part of the prize.
Posterity was one of the most important selection criteria, said juror Simone Fennel at the award ceremony. And in this respect, the winning Adidas motif by Nina Rentschler and Björn Burkhard actually outshone the other works (see also page 8). The subject is universal and works just as well on half a newspaper page as it does on a mega poster or cut into grass in an approach corridor.
The judging had been a hot affair, one heard. In the attic of Keystone's headquarters, temperatures were already high in the spring sun, and this was still noticeable in the evening. This little warm-up was just what the young creatives needed - they can expect similarly hot and humid conditions in Cannes.
Respect must be paid to all the teams at the Cannes Open. What was extracted from the Keystone stock images was highly professional and, in part, tantalizingly clever. The fact that mastering image composition via Photoshop is a must was also demonstrated when the shortlisted subjects were broken down into their individual images. Aha!
Beat Fritsch went to the Lakeside Casino Zürichhorn last week with a spring-like sprouting beard for the presentation of the HandelsZeitung's 2005 advertising trend study. He was joined by almost another 500 (!) advertisers and marketing people who wanted to know whether the thumbs were pointing up or down for this year.
The Keystone Cannes Open was also trendy. Young creatives - by definition Keystone means those under thirty - submitted various works in the competition for a ticket to Cannes. All of them worth seeing and all of them created with images from the Keystone stock - and of course a lot of imagination and creativity.
