PIAF 2016: Prague’s 7th International Advertising Festival (April 26-27)
Mingle with creative talents at a two-day boutique festival with a sports marketing focus
For the founders of the Prague International Advertising Festival (PIAF), the years following the financial crisis of 2008 seemed a fitting moment to attract creatives and marketing professionals to Central Europe. In the wake of the recession, start-up companies and other companies with tight budgets couldn’t afford the high entry fee to get their creatives into the Cannes Lions Advertising Festival, and PIAF saw the need for a new kind of event.
Marek Hlavica, Director of PIAF says, “We wanted to show the creative world that you don’t have to spend 100, 000 Crowns per person in order to experience the know-how aspects of an international creative festival.”
Although some were doubtful that the market could hold another high-end advertising festival, in the years since its inception, PIAF has increasingly drawn top talents across the advertising, marketing and communications industries to the heart of Europe for the two-day, hands-on conference. Characterized by a creative competition, on-site workshops, panel discussions and lectures by 30 professionals from 10 countries, this year’s PIAF is also themed on sports marketing.
The History of PIAF
PIAF found utopia in a “brutal” underground space in the basement of the National Gallery in Holešovice. The underground space had been the setting for the first private Czech television station Premiera in the early 90s, and the stark concrete walls and simple stage had personality that the festival could develop in its own way. At the nearby Avion Club, a former Jewish synagogue tucked inside a block of flats where Czech advertising experienced a rebirth in the 90s, the jury for the competition spends several days evaluating creative entries and the closing party is held there.
Sport 2016: The Untapped Potential of New Media in Sports Marketing
According to many marketing and advertising professionals, sports marketing is an untapped goldmine in Central Europe. Are corporations really reluctant to invest in sports marketing or are clubs just unskilled about how to ask for financing?
If you are a sports club owner, a marketing executive for a sports team or an event organizer, wouldn’t you like to know how teams like Borussia Dortmund can generate 4 million fans across the world, or how SK Rapid in Vienna launched a successful campaign for a new stadium co-financed by fans? On the agency side, the global sponsorship agency Octagon will present means of assessing the success of sponsorship projects, and London representatives from Activate will show how to turn sponsorship projects into success business results.
If you’ve got questions about how to use new media to bring new money to sports or how to maximize sponsorship opportunities and impact for your company, this year’s PIAF Sport 2016 is the place to be.
Join a panel discussion with the Olympic gold winner Czech snowboarder, Eva Samková, and other speakers to answer the question: What do sponsors want? The major Czech TV channels will have representatives at the conference to demonstrate how multi-screening media affects sports marketing. Czech Tourism will present the role of sports in destination marketing, for towns and cities with strong traditions in sports and sports tourism. Local elected officials will discuss their own roles in the growth of sports marketing.
Learn about PIAF discounts for sports clubs and associations at www.piafawards.com
Beyond Sports: What Else to Look for at PIAF 2016
This year’s PIAF is edgy and innovative and bound to be a good time. For corporates and creatives outside the world of sports marketing, PIAF has a variety of lectures from top industry professionals.
Join keynote speaker PIAF Jury President, Ben Tollett, Executive CD of the London-based agency adam&eveDDB, which is one of the most awarded creative agencies in the world. Tollett is best known for helping establish the John Lewis brand with ads such as ‘Always a Woman’ and ‘The Long Wait.’ He will speak candidly in a talk titled: “Shut up brain!” revealing how making mistakes, persisting through failures and being stuborn to your vision can bring positive outcomes.
Learn to use the methods Daniel Fischer, the MD at UBS, applied to regain client trust during the hard times of the Swiss banking industry. Or, if luxury is the name of your brand, listen to Shandor Gancs from the Dutch agency BSUR discuss how to communicate a luxury brand in the aftermath of the 2008 crisis. For those who wonder how to get and keep a big name sponsor, Stephen O’Kelly, the MD for Guinness Europe will speak on how Guinness won the sponsorship battle among rugby brands.
On a local note, if you’re working for a start-up or a company with a more adventurous perspective, listen to young Czech entrepreneur Anna Marešová talk about her journey from university art student with a thesis project to creator of high-end erotic toys for women. Marešová will share how she built her brand Whoop.de.doo by keeping her production local in an age and environment where the odds were decisively stacked against her.
Another notable young Czech, researcher, Katerina Falk, will speak about creativity from a scientific perspective and her work with the largest laser in the world, which is located at the European Laser Center Eli Beams in Dolní Břežany.
PIAF will also offer a free screening for students and marketing aficionados called Shots in the Dark.
The conference will culminate with the presentation of the winners of the international competition and the closing party.
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