Commission Media Press - Radio - Out Of Home
21/09/12 | 11:00 - 14:00 | UBA (DE Master Blenders Building)
Attention: la réunion a été postposée vers le 21/11. Veuillez vous enregistrer via ce lien.
How to turn creativity and effectiveness in a winning media campaign?
In the presence of our hosts/critics Karel Vinck (Cannes Agency of the year), Tom Garcia (Cannes radio jury), Gino Baeck (Cannes media jury), we will analyse a few examples they have selected from the winners of the last CCB Awards and Creativity Awards and attempt to reveal their secrets.
Everyone seems to agree that media should be chosen according to the ideas, and the ideas according to the messages to be put across, the budgets and the target groups. There's nothing new about that, you might say.... so why is this rule so often flouted?
While acknowledging, on the one hand, that the correlation between “creativity” and “effectiveness” can only be statistically demonstrated little by little* and, on the other, remembering that media, budgets and consequently ideas are under more pressure than ever, stimulating and award-winning examples are more than welcome to us all. Each award-winner is probably the result of a perfect alliance of creativity, choice of media, how it was made and budget… But how is that achieved?
* The theme of the EFFIE seminar on 25/10 at KBC. More information to follow
