Spikes Asia 2011亞洲廣告節行程計畫Day 3

9 月 / 16 / 2011

20號是Spikes Asia最後一天,晚上的重要活動當然是頒獎典禮。坎城和Spikes的頒獎典禮都很長,而且可完全沒有表演節目喔!但是頒獎典禮是一次對今年度作品有概念的重要機會,因為通常銀奬以上的作品會放映。所以不可錯過,另外,頒獎典禮結束後的派對氣氛還不錯,尤其越晚越好。(當大部份人都走了,只剩下自己人時),今年台灣參加Spikes Asia的代表主要分兩批,微軟數位廣告團有許多高階媒體公司與客戶的主管大概有十幾廿人,另外的數位公司,廣告公司代表也有約30人,加起來有大概54個人喔!到時候頒獎典禮完在外頭集合一起去閉幕派對囉!(因為要走一段,去年我們還是迷路了一番,眼看今年應該也還是會迷路的~~)。

0900 – 1100

Seminar Young Spikes Media Competition: Judging 媒體青年創意競賽公開評審
Room 323
小魚導讀:台灣沒有參加媒體青年創意競賽(因為沒有媒體業贊助這項比賽),有興趣的人,特別是媒體業的年輕創意們(好像並沒有這樣的人去參加今年的Spikes……)可以到現場看一下媒體青年創意競賽的公開評審。應該還蠻好玩的。
The Young Spikes Media Competition judging is open to all delegates. MediaCorp is the sponsor of the Young Spikes Media Competition. The Competition challenges teams to use their skills in business insight and strategy to develop an innovative media strategy and plan. The teams of two will work to a brief presented by a charity or non-profit organisation, whose name, objectives, strategies and target audience remain secret until they are disclosed at the briefing session. The competing teams will have to prepare their submission within 24 hours in the form of a short presentation which will then be presented to and judged by a panel of top media experts.

0900 – 1800

小魚導讀:這個介紹過了。就不知道今年的放映展出場地有沒有改善,如果跟去年一樣的話展出環境不算太好。
All shortlisted work across Print, Outdoor, Print & Poster Craft, Direct, Promo & Activation, Media, Design and PR can be viewed in exhibitions at the Festival today. Shortlisted work in Film, Film Craft and Integrated can be viewed in the screening kiosks. Shortlisted work in Radio, Digital and Mobile can be viewed in the interactive kiosks.

1000 – 1035

Seminar President’s Address: Daniel Morel 評審團主席講話: Daniel Morel
Speaker: Daniel Morel, Chairman, Chief Executive Officer, Wunderman
小魚導讀:Daniel Morel是今年Spikes直效促銷與促動評審團的主席。下面的這篇簡介中有許多關鍵概念: -大眾媒體主導的行銷光速轉變為科技使知成為可能的個人化互動經驗 -對行銷相當理解的消費者和社群為基礎的溝通 -由資訊採掘出的情資幫助品牌與消費者建構更有意義的實時關係 -創意的重要 -行動通訊以及實時技術 廠商如何利用這些打造之前只能夢想的品牌經驗。
We’re in the midst of a global marketing transformation. At lightning speed the old world of mass media-led marketing is morphing into personal technology-powered, interactive experiences. Infinitely more marketing-literate consumer- and community-based communication connect us anytime, anywhere on earth, with data intelligence fuelling real-time relationships between brands and customers, and creativity absolutely necessary for marketing and business success. Yet, the full extent of its impact is yet to unfold. Fueled by the widespread use of mobile and real-time technology marketers now have the opportunity to do something their predecessors only dreamed about. They can seize what’s on consumers’ minds ‘in-the-moment’ and adapt their message and offer in almost real-time. This fundamentally changes everything.

1035 – 1110

Seminar President’s Address: Jeff Benjamin 評審團主席講話:Jeff Benjamin
Speaker: Jeff Benjamin, Partner, Chief Creative Officer, Crispin Porter + Bogusky
小魚導讀:Jeff Benjamin是今年Spikes行動通訊與數位廣告評審團的主席。他的評審團主席講話講題是:創新經濟的生存指南:唯有由行銷跳級到創新。簡介中說:沒有人會主動去找線上廣告來看,他們只會躲避線上廣告。要成功,品牌和代理商需要更像新創公司和發明者。然後就會由CP+B的精彩案例來介紹客戶和CP+B如何在著名的〈順服雞〉〈華堡犧牲〉〈Twitter幫手大軍〉和美國運通的〈OPEN Forum〉〈B-Cycle〉,及Vail度假村的〈EpicMix〉等案例中一起創新。這是小魚本人一定會聽的演講!!
Survival guide for the Invention Economy: making the leap from marketing to invention People don’t seek out online advertising. They avoid it. To be successful today, brands and agencies need to act more like start-ups, inventors. Learn some of the tactics that CP+B (creators of Burger King’s ‘Subservient Chicken’, Whopper ‘Sacrifice’, Best Buy’s ‘Twelpforce’, American Expres’s ‘OPEN Forum’, B-cycle, and Vail Resort’s ‘EpicMix’), clients and friends are using and experimenting with.

1100 – 1230

Workshop What Men Want: There’s More To The Story 21-39歲的年輕男人要什麼?
Speaker: Todd Paris, GM, Specialist Sales, Microsoft Advertising
Speaker: Natasha Hritzuk, Global Director of Insights and Analytics, Microsoft Advertising Speaker: Jon Wright, Regional Director for Analytics and Insights, MEC
小魚導讀:這是針對21-39歲男性的研究結果分享。
Join Microsoft Advertising as they dive into the world of men, particularly 21-39 year-olds moving from education towards fatherhood. Discover how young men spend their time and their money, what media platforms and channels they value, and what their aspirations are in today’s digital world. Microsoft Advertising also explores how advertisers can reach and influence this valuable consumer segment.

1110 – 1145

小魚導讀:Rémi Babinet是今年Spikes的整合廣告獎評審團主席。(話說我們的好朋友Michael也有評審今年的Spikes整合廣告獎喔!)不過看起來這場研討會的主席是奢侈品行銷。(畢竟是法國集團~~奢侈品行銷真的是他們專長的。)
Speaker: Rémi Babinet, Chairman, BETC Euro RSCG , Global Chief Creative Officer, HAVAS
Not so long ago, luxury still embodied the worst clichés of capitalism: the supreme power of money and the arrogance coming with it, the bling-bling, the glitter… This sector has naturally been hit hard by the recent crisis, which is not just an economic and financial one, but also a crisis of values and role models. But because it was so affected, it is also the sector that has bounced back the fastest. In a few short months, the discourse and images coming from luxury have radically changed. These changes are significant as they show us the state of mind people are in today and what matters to them. Luxury has a lot more to show us about value. Beyond the small group of brands that compose it, luxury allows us to once again value the brands with which we work every day.

1200 – 1235

Seminar Being People Experts 做人的專家
Speaker: Usagi Ishii, Creative Director, Hakuhodo Inc.
小魚導讀:Usagi是去坎城創意節次數跟我一樣多的日本記者。而且她英文超級好的。她本身其實是博報堂的創意總監,可是10多年來日本人所看的坎城創意節相關報導幾乎都是Usagi所寫的。今年她首度站上Spikes的研討會舞台。分享熱愛研究(博報堂每年真的都送好幾個人到坎城一直紀錄一直紀錄)的博報堂對於消費者行為趨勢的研究成果。特別著重在當每個人都是媒體的時代,媒介的內容是如何被整理再傳播。
Innovation starts and ends with people A decade into the 21st century, what directions are people’s behaviours heading in? What can we do in an age in which people are changing at an unprecedented pace? The role of communication is in a state of flux. Capitalising on messages and use of media in the hopes of getting people to love and buy a product no longer works. What we need is a new discipline that maximises the power of people and their behaviour: being ‘People Experts’ is the key. Through the changes in media landscape, every individual on the planet could well be a sender of information. In other words, people themselves are now the media. They take the messages of other senders, arrange them to suit themselves, add their own opinions and send them out again. In this seminar, Hakuhodo Inc. look at various examples where People Experts have picked up on portents of change to create innovation in advertising and communication.

1235 – 1310

Speaker: Michael Wall, Global CEO , Lowe + Partners
Speaker: Leigh Reyes, Executive Creative Director , Lowe Philippines
小魚導讀:”Populism”(一般翻譯為「民粹」)的定義是:意欲代表一般大眾需求的想法和行動。這場研討會由Lowe集團的CEO和菲律賓CEO Leigh Reyes來分享如何創造所謂的「民粹創意」,也又是讓品牌成為大眾文化中心的大創意。
Populism is defined as “ideas and activities that are intended to represent ordinary people’s needs”. In this session, Lowe + Partners’ CEO Michael Wall and Lowe Philippines’ ECD, Leigh Reyes, look at ‘populist creativity’ and advise on how to build big, creative ideas that put the brand at the heart of popular culture. With the knowledge that some of the biggest populations in the world residing across Asia, Michael and Leigh discuss the art of delivering brand stories that resonate with diverse audiences and take a look at some brands that have risen to the challenge.

1400 – 1435

Seminar Eye On Global Asians 亞洲勢力全球化
Moderator: Nirvik Singh, Chairman, CEO, Grey Group Asia Pacific
Guest: Bobby Chinn, Chef, Restauranteur, Author, TV Presenter
小魚導讀:Grey集團看樣子是要每年在Spikes請一位全球知名的亞洲人來給大家看。這場的重點完全都是傳奇名廚Bobby Chinn,大家可以看一下這篇專訪預習一下他:http://www.sinchew.com.my/node/63946
Grey Group Asia Pacific’s Nirvik Singh talks to internationally acclaimed chef, restauranteur, author and TV presenter Bobby Chin
Grey Group Asia Pacific’s Eye on Global Asians seminar aims to get up close and personal with successful and creative global Asians to uncover what drives their passion, their influences and motivations, as well as the trigger points that inspire creativity in them. Nirvik Singh chats with internationally acclaimed New Zealand-born Egyptian-Chinese chef, restauranteur, author and TV presenter Bobby Chinn. Larger than life and highly engaging with his own inimitable style, Bobby is a celebrity chef who is truly global. With his French technique, Californian sensibility, global ingredients and a total disregard for tradition, he breaks the rules and makes his own. Based in Vietnam for last 15 years, he runs the iconic, internationally lauded restaurant Bobby Chinn in Hanoi and is presently opening his flagship restaurant in the heart of District 1, Saigon. Bobby is the host of the highly rated World Cafe: Asia series on Discovery Networks (TLC). This programme is one of their top 10 rated shows across the region and has led to Bobby being honoured twice as Best Entertainment Presenter at the Asian TV Awards. He has also made numerous television appearances worldwide, including on the Martha Stewart Show, Talk Asia on CNN, Adventures in Brunei and Saturday Kitchen with Antony Worrall Thompson, No Reservations with Anthony Bourdain, Bizarre Foods with Andrew Zimmern and Good Food Live for BBC. Bobby’s journey in the culinary world is more similar to that in our world of creativity and communications that we might think, whether we are fuelling our passion, searching for inspiration, developing and executing innovative ideas, engaging with a discerning audience or exploring new media and markets. This seminar unveils delightful insights as Nirvik takes delegates into the fascinating and unconventional mind of Bobby and his road to global culinary success, and draws parallels to the creative and communications industry.

1400 – 1530

Workshop Cross-Media Digital Marketing Challenges 工作坊:跨媒體數位行銷挑戰
Speaker: Tony Chen, Managing Director, GroupM Interaction
Speaker: Steven Hu, CEO, InGameAd
Speaker: Donna Li, General Manager, Strategic Marketing & Media Planning , Renren.com Speaker: Benjamin Wei, Mobile/New Media Director, GroupM Interaction
Speaker: Wei Jiang, Head of Marketing, Greater China, Google
小魚導讀:簡介裡說得好,雖然網路行銷中專門知識很重要,但新時代跨媒體行銷的真正力量來自於能夠把各媒體綜效整合,如這個1+1+1+1+1= 10的公式。這場工作坊會先由關於中國與全球市場數位行銷的搶答開始,然後介紹中國市場的成功跨媒體個案(但是主要是對於SNS,蒐尋,行動通訊和遊戲的著重運用)。再來就是Q&A和討論。
As the internet goes mainstream, the demand for specialised knowledge increases in each of the various internet verticals, such as SNS, video, search, gaming, e-commerce, and mobile. The most successful digital campaigns however are ‘cross-media’ campaigns that leverage the strengths and synergies of these various internet verticals so that 1+1+1+1+1= 10. This interactive session features GroupM Interaction China Managing Director Tony Chen and experts from the areas of Social Networking, Search, Mobile and Online Games. The workshop begins with an interactive quiz covering facts and figures related to digital globally and in China. Afterwards Tony presents an overview of China’s digital landscape with a focus on successful cross-media case studies. The industry experts present cross-media cases that centre on SNS, search, mobile and gaming. The session concludes with an audience Q&A and a discussion.

1400 – 1600

Seminar Young Spikes Integrated Competition: Judging Young Spikes整合青年創意競賽公開評審

Room 323

The Young Spikes Integrated Competition judging is open to all delegates.

小魚導讀:沒什麼好說的,台灣的Young Spikes代表加油啊!!公開評審,千萬別膽怯。(不過這個team決賽的時候看起來就一副不太會膽怯的樣子。應該還好,哈!)

JWT is the sponsor of the Young Spikes Integrated Competition. Teams of two have just 48 hours to create an integrated campaign for a charity or non-profit organisation, whose name, objectives, strategies and target audience remain secret until they are disclosed at the briefing session. The teams  must create a presentation board summarising their campaign, as well as at least one piece of supporting material that includes but is not limited to:

  • Brochures/leaflets
  • Product pack designs/ideas
  • Mobile
  • Social media
  • Digital signage
  • Media plans
  • Print/Outdoor roughs
  • Film ad or scripts
  • Radio ad or scripts
  • Websites
  • Point of sale materials
  • Teams then present their campaign to a panel of judges. In 250 words or less, teams describe how the campaign would be launched and executed across at least three appropriate channels.

    1435 – 1510

    Seminar The Great Cultural Mash Up 2.24億的文化大雜燴
    Speaker: Pully Chau , Chairman, CEO, Draftfcb Greater China
    小魚導讀:中國市場有2.24億15-24歲的青年,當然是強勁的經濟趨力,這場研討會就是由Draftfcb大中華區的CEO來介紹這些吸收來自全球各地文化資訊和影響的青年市場中的趨勢。
    China’s youth have assumed a powerful identity with global aspirations based on both Western and Chinese values and attitudes. Passion. Imitation. Assimilation. Creation. Innovation. These are the catch words for how the youth of Asia are reacting to Western culture, trends and brands. China’s young people, almost half of whom have grown up in a one-child family, are absorbing a huge amount of cultural information and influence and are responding with a new awareness of confidence, curiosity, restlessness and achievement. With 224 million young people aged 15-24 years in China, they are a strong economic force. The way they live, the brands they prefer, their fashion, music and digital footprint have become a fascination for the rest of China and the world, that see them as ‘enthusiastic materialists’. Draftfcb Greater China Chairman and CEO Pully Chau shares insights and examples of how brands interact with these highly mobile and connected new consumers who also have a strong underlying focus on traditional Chinese life.

    1510 – 1545

    Seminar 2016 – Beyond The Horizon 2016年的傳播版圖
    Speaker: Mark Holden , Global Strategy and Planning Director, PHD
    小魚導讀:看起來這場研討會的重頭戲是日本DOCOMO的I-Concier平台的介紹。預習的話,先看這個連結:http://www.thedailybeast.com/newsweek/2009/02/13/the-digital-helper.html
    Over the last five years the industry has seen the most dramatic changes to the world of communications. The social media revolution has fundamentally changed the fabric of society. Right now, one in two people within the Asian metro markets – and the wider developed world – are connected through social networks. And people are not just viewing, they are commenting – a remarkable 88% of Asian internet users have written a blog or forum. An increasing amount of people are accessing these platforms via a mobile device, with the Asia Pacific smart phone market expected to double to 200 million by 2016. This will result in a quickening of the speed at which information, and therefore influence, is moving. This change will be compounded by new technologies – many of which will spring up in Asia first. Technological advancements that are now on the horizon will enable the development of new marketing communications platforms through which to engage with people – from next generation virtual personal assistants such as DOCOMO’s I-Concier through to evolved forms of air-tagging, similar to that which is currently being pioneered by Sekai Camera. In this session PHD explores the incredible technologies that are on the horizon and project ahead on what the exciting possibilities are for the Asian marketing and advertising landscape.

    1600 – 1635

    Seminar The Creative Age Of Business In Asia 亞洲的企業創意時代
    Speaker: David Mayo, President, Ogilvy & Mather Advertising Asia Pacific
    Speaker: Ong Tze Boon, Group Chairman, ONG&ONG
    小魚導讀:簡介中說,亞洲的企業慣常以低價商業模式的完美產製銷做為發展基礎,但這種模式是欠缺永續性的。該到了亞洲企業認知創意力量的時候。創意同儕應該注意一下這場中的論述和舉例,畢竟我們都得學會將創意的價值賣給客戶。
    The word ‘creativity’ evokes thoughts of colours, shapes and sounds. On the other hand, the word ‘business’ brings to mind presentations, offices and meetings. The world of commerce is logical and intensely rational, whilst the creative world is spontaneous, dynamic and fueled by emotions. The pressures on business in today’s complex commercial environment demand that they be brought together. The most forward-looking businesses are waking up to the imperative of tapping into creativity. If you want to survive and thrive, you must break through the conditioning of the familiar and think differently. The Creative Age of Business has arrived. Asian business has ridden high by leveraging the low-cost model through smart, cheap manufacturing and distribution. But that model is not sustainable. Asian business leaders need to develop strategies that will open up and sustain their leadership into the future. Fundamental to this is the need to embrace creativity as a business tool. Leaders who recognise, instill and nurture creativity within their organisations will experience not only the greatest returns, but will also be part of the leading edge, future-proofing their organisations for the times ahead. The Creative Age of Business demands that companies embrace creativity as a catalyst for transformation. This industry needs to understand the role it can play in helping clients make this leap of faith. The future may be filled with complexity and uncertainty, but it also sparkles with tremendous opportunity. A bold new creative era awaits.

    1600 – 1730

    Workshop International Production Services – Removing The Bumps When Producing Globally… 跨國製片服務:讓你的全球製片過程中不再充滿疙瘩。
    Speaker: Harry Tracosas, Founder, President, Global Production Network (GPN)

    Communication, Collaboration, Co-operation!


    小魚導讀:竟然有個叫做全球製片系統的公司,也來談談跨國製片的經驗談。該推薦台灣的製片公司來參加的。建立人脈有機會成為跨國製片業的一環哪~
    International commercial production can often be logistically daunting, financially challenging and creatively uncertain.  To reduce or remove these stress points, there are three key elements that need to be addressed; communication, collaboration and co-operation between all concerned; client, ad agency, production company, and production service company. Harry Tracosas, President of Global Production Network (GPN), provides an insight into how the production service company can be better utilised when producing spot work internationally, and when positioned as an ally and partner instead of simply a facilitator. Harry shares his perspective on how to best access the skills of a production service company so that their participation will make a meaningful contribution to the creative and financial success of projects they produce.

    1635 – 1705

    Seminar Brands And Content In The Digital Age數位時代的品牌與內容
    Speaker: Sunita Rajan, Senior Vice President , BBC Advertising
    小魚導讀:品牌與媒體就內容的合作,應該是媒體超越只是買和賣的機會所在。所有的內容提供者應該來參考一下這一場研討會,會舉例包括《賀芬頓郵報》在內等數位媒體和品牌如何合作生產品牌內容。
    Consumers love content – and marketers know it. But there is more to a content strategy than just content. We look at what brands need content to do, in order to create value from Reach and Awareness, to engagement, to measuring response… and what the most effective means of achieving this are. The seminar will explore this in detail, with compelling marketing examples from brands as diverse as Dulux and Pepsi to content providers as diverse as Huffington Post, Daily Motion and Where the Hell is Matt?, exactly what brands need from content.  And above all, what should brands look out for when choosing a content partner. The session aims to offer practical and directional tips focused on how brands can interact with content to add value from a global and regional perspective.

    1710 – 1745

    Seminar The Asian Independents Showcase 2011 亞洲獨立代理商報告
    Moderator: Julian Boulding, President, thenetworkone
    Speaker: Sajan Raj Kurup, Founder, Creative Chairman, Creativeland Asia
    Speaker: Nicholas Ye, Chief Creative Partner, The Secret Little Agency
    Speaker: Masashi Kawamura, Creative Director, Founder, PARTY
    Speaker: Morihiro Harano, Creative Director, Founder, CEO , PARTY
    小魚導讀:獨立代理商報告來到Spikes Asia了!!而且上台的是我們的好朋友Naoki(不,他沒有要上台)新開的公司PARTY的另外兩位合夥人,和另外我不太熟的叫做「一家祕密小廣告公司」和「創意土地」兩家獨立公司的代表。總之就算為了PARTY也一定要聽這場!

    Julian Boulding, Founder of thenetworkone and Publisher of The World’s Leading Independent Agencies, introduces the first ever Asian Independents Showcase at Spikes Asia. The session features award-winning work and challenging views from three of the hottest young shops in Asia today. Four visionary agency leaders explain how and why they have created new agencies that are already setting the pace creatively, in three very different regions of Asia. The speakers are:

    • Sajan Raj Kurup, Founder and Creative Chairman of Creativeland Asia, Mumbai. Raj is a true international entrepreneur, having worked in six countries over 17 years. Creativeland is the fastest growing and most awarded independent creative agency in India, with over 350 awards, and Raj himself is rated among the top five creative people in India. Find out more about the man behind the number one advert in the 25 ‘Most Epic Ads’ by Adweek in 2011.
    • Nicholas Ye, Chief Creative Partner of TSLA (The Secret Little Agency), Singapore. Nic started his career at BBH and went on to TBWA before founding TSLA. TSLA has a history in inventive advertising, truly standing for what it is to be an independent agency today. Featured in the World’s Leading Independent Agencies 2011, and described as Singapore best hot shop, the agency prides itself on doing what is ‘genuinely right’ rather than what is ‘generally expected’. Its campaigns for Shell, Philips and Paypal are widely discussed by international press and have been a catalyst for much controversy in Asia.
    • Masashi Kawamura and Morihiro Harano, Co-Founders and Creative Directors of PARTY, Tokyo. PARTY is a creative lab with at its core the philosophy to bring technology, storytelling and creativity to a wide range of areas. Morihiro Harano, also the CEO, started at Dentsu in 2004 with an aim to develop the emerging digital market. He has won a plethora of awards including Cannes Lions (Gold) and D&AD Yellow Pencils. Masashi Kawamura, another Cannes Lions winner, has an impressive résumé having previously worked with BBH, 180 Amsterdam, Hakuhodo and Wieden + Kennedy. In their own words, PARTY is “an ideas company built for a changing industry”.

    If you have ever seen one of the networkone seminars at Cannes Lions, you’ll know they are fast-paced, highly entertaining and often controversial. The aim is to inspire anyone and everyone, no matter who you work for.

    1900 – 2130

    Where: Esplanade Theatre
    小魚導覽:頒獎典禮一般來說是不可錯過的。不過Spikes Asia的頒獎典禮非常之長。之前一定要找空檔先吃點東西。不然頒獎典禮會場又冷你又餓,非常不妙。典禮的會場就是由研討會的會場下地下道然後走過去就到了。大約10分鐘內會到達。會場去年螢幕太小了,今年不知道會不會改善。會後就是party啦!
    The winners of the 2011 Spikes Asia Awards are announced. The 2011 Spikes Asia Awards Ceremony is held at the Esplanade Theatre, home to Singapore’s vibrant performing arts community and one of the country’s premier attractions. The winners are announced and honoured at the Awards Ceremony. Following days of deliberation of the entries by the juries, this dazzling event recognisse the best work in Asia Pacific and conclude the Spikes Asia Festival.

    2130 – 0200

    Where: Indochine Waterfront Bar & Restaurant

    Winning celebrations continue at the Spikes Asia Afterparty.
    小魚導讀:閉幕晚宴的場地其實還不錯啦!而且越晚越有Fu~大家可以一起去囉~
    The Afterparty takes place at the Indochine Waterfront Bar and Restaurant from 21:30 where the celebrations continues into the night. The venue is a short walk along the riverside from the Spikes Awards venue and has a superb view over the river. Entrance to the Awards and Afterparty is included in the delegate fee. The Afterparty is sponsored by Leo Burnett.

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