We commenced our daily program with a thought-provoking talk by Amy Rodgers, the Head of Content at WARC Creative, as she delved into the question: 'Does the Crisis in Creative Effectiveness Persist?' Amy told us that we need to ask ourselves how to make creativity work harder. The answer? You need to follow components of creative effectiveness which are distinctiveness, emotion, novelty, and longevity.
Following Amy, we witnessed the engaging clash of ideas in the big AI debate: GOOD vs EVIL, featuring Ioana Zamfir, Executive Creative Director, MRM Romania, Romania, Emiliano González De Pietri, Chief Creative Officer, McCann, Spain, and Catalin Dobre, a member of the Golden Drum Hall of Fame, who serves as Co-CEO and Chief Creative Officer of McCann Worldgroup, Romania & Regional Creative Director McCann, CEE. They engaged in a thought-provoking discourse on AI's societal impact, inclusivity, and its creative potential. With help from the audience, the consensus emerged: AI, when harnessed appropriately, holds the potential to be a valuable asset, yet it needs to be used wisely.
Subsequently, we had the privilege of listening to Rob Chalmers, Chief Experience Officer at Dentsu Creative, EMEA, as he explored the realm of Experience in an era of exponential change. The key takeaway is that brands must craft content for individuals who have cultivated active technology habits while steering clear of the old world of traditional media. As Rob aptly put it, "Break the paradigm or be left behind."
We concluded our morning program with a session, titled 'Can ESG drive a true competitive advantage?,' which was powered by Mastercard. Jerzy Hołub, Marketing Director, Mastercard, Poland, Czech Republic, and Slovakia, Andrej Krajner, Communications Director, NLB Group Slovenia, and Dariusz Maciołek, Managing Director of Marketing, Communications, and Social Engagement Area at Bank BNP Paribas, Poland, engaged in a dialogue about navigating the ESG landscape and avoiding labels like greenwasher or pinkwasher. Their advice is to align as closely as possible with your core business. Brands must prioritize honesty, authenticity, and transparency to establish credibility in the world of ESG.