Alena Ustinovich, Chairman of Board of Association of Communications and Marketing agencies of Belarus, Producer of White Square International marketing and advertising festival, Member of Coordinating Council on Advertising at Interstate Council for Antimonopoly Policy of the CIS

THE WORLD AFTER THE CRISIS AND ITS MARKETING.

BIG DATA AND TECHNOLOGIES THAT TURNED OUT TO BE THE MOST DEMANDED IN SELF-ISOLATION AND CRISIS.

SAVE ADVERTISING OPTIMISM. 2P and 1У.

PROMOTION IN DIGITAL ENVIRONMENT AT OUR TIMES.

WHO SOON WILL BE DECISION MAKERS AND INFLUENCERS? ALPHA GENERATION – THE NEWEST. Peculiarities of effective branding for children. Does an adult brand have to be serious? Answers and examples from practice.

RE-PURPOSE: WHY YOU DON'T GET BETTER RESULTS IF YOU KEEP STARING AT THEM. Here's a simple truth: financial results are called results because they are the result of something. But somehow we all keep staring at the numbers. As if this was the purpose of what we do. We also think that people choose our company because we do good work, and that this is what leads to good results. But even that is not the truth of the matter. It's something completely different, and it doesn't have anything to do with money. Find out what it is – in this lecture.

LET’S GO HOME. Back to human-centered design thinking. In researching, advertising, branding.

WHAT ARE WE AFRAID OF? Fear as a moving force of communication. Freeze, hit or run – the choice we make daily.

CREATIVITY NEEDS PRESSURE SO IT’S TIME. As a result of the corona virus situation and the disappearance of distances creative talents from Eastern European countries are getting better chances.

WEBSITE DEVELOPMENT. HOW TO TURN EXPENSES INTO INVESTMENTS. Why do some companies, going online with their business, quickly go through website development process, return their investments and earn millions already in a year, while others make several unsuccessful attempts and get disappointed concluding that “digital does not work”? How to distribute costs of digitalizing a business more efficiently, what processes to go through with which people, and how to make investments bring profit and joy for years.

HOW TO ADVERTISE DURING A PANDEMIC. 5 practical tips for a marketer for building a communication strategy.

SHIFTING PERSPECTIVE – FIVE RULES TO INITIATE DIGITAL PRODUCTS. Advertising and digital products are driven by KPIs, cost efficiency and standards. Better conversion beats emotional branding. How can brands maximize their relevance and goals achieved easier? The answer is simple – by putting the obvious in the center of your thoughts: your customer. Change your perspective with 5 rules about design, process and mindset.

КАК УСПЕТЬ В ПОСЛЕДНИЙ ВАГОН. Мир постоянно меняется с огромной скоростью. Состав изменений проносится мимо нас. Поэтому исключительно важно уметь вовремя перестроить стратегию бренда. Какие тренды придут в Беларусь, а какие обойдут ее стороной, какие стратегии будут более выигрышными, а какие потерпят крах.

COLLABORATIONS: CAN BRANDS HELP EACH OTHER?

WIN HONESTLY! How to compete brightly, bravely and within the license.

WHAT PREVENTS BRANDS BACK TO GOOD LIFE AFTER QUARANTINE. Many said that this year there will be a crisis, but yet in February 2020 only few could write the word Coronavirus correctly. We are at the very beginning and can only guess. The question that concerns all areas of business is how to quickly increase sales and return to a good life after quitting quarantine. 5 key barriers that will have to be overcome for sales growth.

THE POWER OF LOGICALLY ILLOGICAL IDEAS. In the age of big data, microtargeting and hyperpersonalization, who will vouch for emotional advertising? In fact, neuroscientists do. At a presentation that challenges the way you think about marketing, you can learn how to unleash unreasonable growth for your brand with ideas that don’t make sense – until they do.

Moderator: Audrius Feigelovicius, Strategic Planner & Managing Director at Not Perfect Minsk, Lithuania / Belarus
Speakers:
Anna Lukanina, Managing Partner at Depot, Russia
Alexander Kapelevich, Creative Owner at LOGA BIGA, Belarus
Witalij Jackiewicz, Creative Director at PG Brand Reforming Company, Belarus / Poland
Ivan Ponomarev, Strategy and Integrated Communications Director at NEF \ TBWA, Belarus

TWIST AND SHOUT – THE JOURNEY OF A MEDIA AGENCY. In these days when few realistic projections can be made, one thing is for sure: overnight, technology immersed into our lives at the speed of light. Enjoying it or not, in this pandemic context, everyone has been forced to align. We realize that many related processes will speed up even more in the future. From a Media Agency point of view, this major trend of technology embracement, changes the perspective on «business as usual”. In the same time, unique and irreplaceable human assets like inspiration, talent, creativity and emotion, become essential in the journey towards a success story.

OFFLINE ADVERTISING MARKET AFTER PANDEMIC. How do media agencies come to terms with each other in new realities.

STRATEGIC PLANNING AND EXECUTION OF GLOBAL COMMUNICATION THROUGH COVID.

NEW NEW MEDIA: REALITIES OF 2020.

Roma Frolov, Strategist, Depot, Russia
Darya Vedernikova, communications manager, Depot, Russia

CRISIS IS A CHANCE. Creativity as the vaccine for business in times of crisis. How to use creativity effectively in crisis conditions.

BIG DATA AND CREATIVITY IN THE NEW POST-PANDEMIC CONTEXT. Big data is a key player in shaping creative strategy and sharpen creative insights. During the pandemic, we gather more data because of the increase in online activity. We can now predict user behavior in online. We can create trends based on big data. Creativity and big data is the most powerful duo ever seen so far in advertising. Can the advertising industry use it at its best?

DO NOT JUST TELL BUT SOLVE THE PROBLEM – CONTENT AS A SERVICE. How service content on TUT.BY promotes the brand, finds its audience and helps hundreds of kittens.

"LOVE CANNOT BE COPIED." ERA OF SINCERITY IN ADVERTISING. “The world is falling” – this we hear thousand times a day from all media sources. But it is precisely in crisis moments that genuine sincere feelings come to the fore, such as: love, devotion, fear, respect ... Advertising has never been a bastion of sincerity, but the world is changing and now is the time when brands must learn to speak with their consumers in a simple, understandable and sincere language. The Life Style of consumption, which has been broadcasted to us by manufacturers of goods and services for decades, should be replaced by care and respect. And advertisers just need to reformat their brains and find new keys to people's hearts

ENGAGEMENT IS A KEY. HOW TO MAKE THE RELATIONSHIP STRONGER IN THE TIME OF PANDEMIC. Did brands win or lose in a marketing war on the pandemic battlefield? Subjective introduction to the strategies used by brands during the pandemic crisis with the attempt of evaluation these from the perspective of the VUCA war strategy.

THERE’S ONE BRIEF FROM AN UNBEARABLE SITUATION TO FAILURE. How good understanding of the task will help to keep the client, time and reputation. Why should designer, copywriter or creative play the role of a detective and get to the pain of the client. How not to be afraid to ask uncomfortable questions to the client to get a clear brief.

THE GOOD, THE BAD AND THE UGLY OF INNOVATION. Innovation is a minefield of challenges and obstacles, no matter the scale or the context. There are great awards and learnings but also challenges and obstacles to overcome. Experiences of projects that didn’t go as planned - so you don’t have to make the same mistakes – and learnings to take away and use in your own projects.

THERAPY AND PREVENTIVE LECTURE. What is a healthy advertisement. What factors influence in communication on consumer’s psychology. A review of useful life hacks, as well as practical tips to keep your brand in good shape.

Speakers:
Yaron Farizon, CEO at MediaCom, Russia
Nataliya Baluta, Head of Knowledge & Growth Intelligence at MediaCom, Russia
Alexandra Kondrashtina, Chief Digital & Innovation Officer at MediaCom, Russia
Anastasiya Koroleva, Head of Strategy and Thought Leadership at MediaCom, Russia
Dmitry Anureev, MBA Lead at MediaCom, Russia
Anna Boldyreva, Group Account Director at MediaCom, Russia

UNDERWATER STONES FOR BRANDS AND AGENCIES IN WORK WITH INFLUENCERS.

Moderator: Dmitry Apolenis, Creative Director at AIDA Pioneer, Belarus
Speakers:
Beka Adamashvili, Creative Director at Leavingstone, Georgia
Ioana Zamfir, Creative Director at MRM//Mccann Romania, Romania
Francesco Guerrera, Group Executive Creative Director at Acqua Group, Italy

EVERYBODY HYPES: HOW NOT TO KILL BUSINESS BUT NOT BE A BORE.

INSTANT REACTIONS IN THE NEWEST MARKETING. The external environment has become so dynamic that brands have almost no time left to make decisions. The value of forecasting and lightning fast reaction come to the fore. How to develop strategies and implement successful campaigns in a new reality.

ANIMATION AS AN EFFECTIVE ADVERTISING TOOL UNDER A PANDEMIC CONDITION.

MARKETING, MEDIA, CHANGE FOR GOOD CONTESTS
Maciej Lissowski, Managing Director at Warszawa agency, Poland
Teodora Migdalovici, Founder of LoveAndLobby, Romania
Михаил Перловский, Creative Director at Anybodyhome, Russia
Alexander Papkov, Technology Director at Media Direction Group, Russia
Francesco Guerrera, Group Executive Creative Director at Acqua Group, Italy

MOBILE LOYALTY PROGRAMS. How bonus loyalty system helps businesses to improve financial results through customer engagement.

EFFECTIVE ONLINE AND OFFLINE INSTRUMENTS OF COLLABORATION WITH TARGET AUDIENCE IN MODERN REALITY.

SCOPE OF THE TASK.

PLAGUE ON ALL OF US. The crisis is changing the entire agency market, automation and Zoom have changed the creative market, the agency model is dying before our eyes. Talk about those who will survive.

Project 111, Druk-S, Visicom, NT Technology, etc.

Project 111, Druk-S, Visicom, NT Technology, etc.

Author quiz with intellectual entertainment program. Seven exciting rounds during which you will be able to demonstrate your knowledge of advertising, advertising jingles, bloggers and general idea of the world. Hosted by Gleb Zdorovinin.

Project 111, Druk-S, Visicom, NT Technology, etc.

GREEN IS A NEW FAKE. Today, consumers are more than ever ready to pay more for eco-products and brands that follow the principles of sustainable development. Therefore, it is not surprising that there appeared a huge number of those who only imitate a responsible approach for the sake of sales. It is time to find out who is “true” and who is “fake”. And to understand the basic principles of building brands in the territory of social responsibility.

LOVE AND LOBBY – PRIVATE DIPLOMACY MEETS CREATIVITY. How many times you’ve found yourself puzzled by the difference between projection, perception and reality? What about your consumers? We live in the industry that use to brag about its ability to transform irrelevant into appealing, dangerous behaviour into cool lifestyle and unhealthy eating into first nutrition choice. Either we talk about FMCG goods or countries, we face the same fact: perception is not reality, but what huge impact one has upon the other. What’s the role of contemporary, visionary brands, in taking accountability of their national identity narrative and how they can help shaping and sharing the story of their country better than Western media evening news, while doing good business in the process? Find out in this talk on private diplomacy & creativity done right & expect some laughter in the process.

Alena Ustinovich, Chairman of Board of Association of Communications and Marketing agencies of Belarus, Producer of White Square International marketing and advertising festival, Member of Coordinating Council on Advertising at Interstate Council for Antimonopoly Policy of the CIS
Valentin Smolyakov, Executive Director of ACAR, Russia
Vladimir Filippov, President of Russian Advertising Academy, Vice-President of ACAR, Russia
Mihail Simonov, Co-Chairman of Transformation Committee of ACAR, president of Silver Mercury, Russia

RETAIL ON FIRE. What is an effective retail campaign in the era of price promotions and the crisis of loyalty, and what’s the role of SMM. The war of price promotions in retail ended in universal defeat. A new consumer appeared on the scene – a loyalty hunter for yellow price tags. How to reach his apathetic consciousness and once again earn his attention? There are two ways unlike each other: to launch partnership campaigns with retail or bypassing – to use digital. For example, SMM mechanics leading to a purchase.

WEBINAR. STORYTELLING: FROM ARISTOTLE TO SOCIAL NETWORKS. The study of storytelling techniques dates back to much before Christ. However, never knowing how to tell stories was so important. Whether in the media, advertising, cinema, social media, good storytelling is essential. Audiovisual seminar about the topic in an in-depth but fun and comprehensive way.

Open presentations of finalists’ projects. Partner of the contest – innovative brand VELO.

HOW TO CREATE A GREAT BRAND AND KILL IT.

BRAVE NEW WORLD. The new context we are facing. New costumer expectations. How we are adapting to this new reality.

WHAT IS UNDER THE COVER OF “REVEAL THE ELDERS”? How to make a “boring” topic fashionable, create new interest among young people and make brand an influencer for those who have their own opinions on everything.

GETTING INSPIRED BY TECHNOLOGY. Technology plays an important role in the advertising industry nowadays. But keeping up with everything that is possible is a mammoth task. Let’s walk through some current technical possibilities and ways to apply them in fun, creative and inspiring ways. After the master-class you will walk away with a renewed enthusiasm for tech in advertising.

PRINCIPLES OF BUILDING OF SOCIAL AND SOCIALLY-ORIENTED CAMPAIGNS.

ONLINE INTERACTIVE with the participants of the festival from Artmix Group, Belarus

HOW BEING USEFUL BENEFITS THE BRAND.

WORKSHOP. THE QUANTITY IS QUALITY: EFFECTIVE FACILITATION APPROACH TO GENERATE IDEAS. How to come up with a large number of ideas in a short period of time. How to cluster the bunch of ideas, choose the best ones, improve and turn them into a solution. Various brainstorming facilitation techniques and practical tools to boost the imagination during the brainstorm. How the human imagination and thinking process work and how to use them effectively during the brainstorm session to come up with ideas helping to reach the goal.

HOW NOT TO FUCK THE CREATIVE INDUSTRY. Creativity is now playing a leading role. As the world is counting on ideas to move forward, the way we act now will determine how relevant we’ll still be in the future.

WHAT TO DO: ADVERTISING OR TIKTOK? The sincere charm of TikTok ... How many have already captivated. Should brands be here. How do they take the first step and get into the river. How to make an advertisement without making an advertisement. And how to achieve KPI. We invite you backstage of the TikTok magic feed.

TIME TO RECONNECT: VULNERABILITY AS A CREATIVE FORCE. When everything is about technology, people can lose their sense of humanity. We often forget that what makes us human is the ability to connect with those around us, sharing truth and also flaws. And when that doesn't happen, the result is creativity that is born with an expiration date.

NEW TECHNOLOGIES ARE LIKE SEX – EVERYONE SPEAKS ABOUT IT BUT NO ONE HAS IT.

FROM BULLDOZING TO BEING MANDELA. A talk on how leadership style affects team psychological safety and how psychological safety then affects everything else: engagement, performance and creativity.

ONLINE INTERACTIVE with the participants of the festival from Artmix Group, Belarus

A2C 2.0: ALL MATTER IS IN MAGIC ... AND NOT ONLY. Rules of effective "agency-client" relationship. A frank conversation about how to build a relationship that will not only be pleasant, but also way more productive for both sides.

LUERZER’S ARCHIVE SAO PAULO SPECIAL SHOW. Hot insights of the world’s creative capital.

EFFICIENCY OF CUSTOMER LOYALTY FORMATION IN RETAIL USING ADVERTISING AND NON-ADVERTISING TECHNOLOGIES.

NOTHING EXTRA ABOUT PROGRAMMATIC: WHY IT’S SO GOOD AND SO USEFUL FOR BUSINESS. Programmatic advertising today: fresh numbers. 3 main advantages over traditional online advertising. How Programmatic can help pay search: “before” and “after” on example of a case study from a service industry.

ONLINE INTERACTIVE with the participants of the festival from Artmix Group, Belarus

HOW TO MAKE AN EFFECTIVE ONLINE EVENT. Case – virtual exhibition Made in Belarus Online.

IGNORE THE BOX.

Moderator: Anton Shaporenko, Creative Director at Aic, Russia
Speakers:
Veronika Pisarenko, Chairman of Board at Forte Group, Director at Forte Grey, Belarus
Dmitry Peryshkov, Creative Director at DDVB, Russia
Armen Martirosyan, Vice-President at Union of Industrialists and Entrepreneurs, Armenia
Dmitry Kashkan, Managing Partner at Fabula Branding, Belarus
Oksana Lipnitskaya, Managing Partner at Artmix Group, Belarus

HOW TO MAKE RADIO GREAT AGAIN? How the new studio changed the radio with a 23-year history.

HIGH PERFORMANCE IDEAS IN A LOW BUDGET WORLD. How to be a problem solver and to stay resourceful with a really low budget and how to come up with ideas that cost $0 but give out great results.

WORK WITH A CREATIVE TEAM DURING AND AFTER CORONA. How to achieve development, not survival.

KEEP IT HUMAN IN DIGITAL TIMES.

HOW VIDEO HELPS INTERNET SALES: PLATFORMS, BUSINESS TASKS, CASES.

MERCH FOR ONLINE EVENTS.

CREATIVITY, BRANDING, DIGITAL CONTESTS
Mário Mandacaru, Creative Partner at A Equipa, Portugal
Dmitry Kishka, Creative Group Head at BBDO Ukraine, Ukraine

MYTHS VS FACTS. What’s going on on Belarusian advertising market during pandemic.

TRENDS 2020: LIFE IN THE WORLD WITH COVID-19.

Sergey Filazapovich, Creative Director at TDI PLUS, Belarus
Artem Cheley, Creative Director at TDI Group, Belarus
Dmitry Pribysh, Managing Partner at TDI Group, Belarus

Offline OPEN-AIR PARTY with online broadcasting in counties-participants of the festival.
Dress-code: white & casual.