fANfARA – Student marketing conference

April 6th 2011 at Gospodarsko razstavišče, Ljubljana, Slovenia
fANfARA is annual student marketing conference which is held in the capitol of Slovenia. Its mission isto provide quality and practical lectures from the field of marketing, primary to students.It will host Slovenian and foreign experts that have changed the way marketing goes. They aretrendsetters and dare to be different, just like fANfARA.

Because it is good to be different.

About organizer – Student section of the Slovenian marketing association (ŠSDMS). We are a group of young people who are interested in marketing, wish to learn more about it and getsome practical knowledge while being part of the events we organize. You can find more about our presence at www.ssdms.si.
For more information feel free to browse around the site, or send us an email to prijave@fanfara.net.

 

Schedule

9:20 – 10:00 They still hiccup!

Campaign »We all think about the best ones« was awarded as the best campaing of year 2010 by Slovenian journal Marketing Magazin

Introduction:
The best marketing cases are based on strong cooperation between the client and advertising agency. How did they plan, prepared and launched campaign »We all think about the best« in the time of Slovenian football fairytale? Which parameters dictated creative plan of campaign? What was the result? You will get to know the whole process of work of this case in the company and agency and get behind-the-scenes view of shooting TV commercial with Slovenian football representation.

Lecturers:

TELEKOM SLOVENIJE

Jure Grilc, sector for marketing

Jure Grilc already worked in Telekom Slovenije in Contact centre for users during his student days. After graduation he got a job in sector for marketing, where he has been working on company’s sponsorship and donation portfolio. He also prepares fair appearances and helps with other marketing and communication projects if necessary.

Mateja Grabar Premelč, sector for marketing

Mateja Grabar Premelč worked in marketing department in SIOL, where she engaged in the whole marketing communication problems, including the problems of adequate treating of existing clients and maintaining relationships with them. Through SIOL her professional path led her to working in marketing communication in Telekom Slovenije where she is planning marketing communication campaigns and development of loyalty programs for clients of SIOL services.

PRISTOP

Simona Pirih, project manager

Simona Pirih started her professional path as assistant in 2006. Two years later she joined Pristop. She is working on planning and launching communication strategies and activities for clients in the field of telecommunications, small household appliances and products for fast consumption. She won several awards for her work, for example The Big Award on Slovenian advertising festival in category Internet and mobile advertising in 2010.

Drago Mlakar, copywriter

Drago Mlakar joined Pristop as a copywriter in 2006. As a young creative he represented Slovenia on the biggest advertising festival in Europe Eurobest in 2008 and won second place there. He received several awards for his work on Slovenian and International festivals like Cresta, Eurobest, SOF, Magdalena. In his everyday he cooperates in planning advertising and strategic projects for the biggest clients in the field of telecommunications, motoring and alimentary industry.

10:00 – 10:40 – Successful Rebranding

Rebranding which received many awards!

Introduction:
“Clothes make the man” is well-known saying which is more than useful and also reflected in marketing. Company HappyPek is one of such companies, which became more visible, more efficient in their new suit, in their new outfit. In their lesson we will find out more about their rebranding, causes for rebranding, something about the process of creating, implementing brand and they will outline the projects that have already been implemented in the last year.

Lecturers:

Tomaž Blatnik, owner and board member of Bakery Blatnik

Tomaž Blatnik is an economist and a great visionar. He is a man who represents the heart and soul of company HappyPek.

Arik Gilboa, board member of Bakery Blatnik

Arik Gilboa is a marketing expert and also an ex-director of Serbia’s Doncafe.

Boštjan Draženović, marketing manager

Boštjan has worked in Bakery Blatnik for 7 years. In the early years he worked as an accountant and later as head of IT. In the last two years he has been working intensively in marketing.

11:00 – 11:40 – Invisible paths towards the title »businessman of the year«

Which marketing paths must company take, to become successful

Introduction:
How do they understand light, how important lighting is and what really is the product? What
matters is consumer experience with the right lighting, different aspects of light for different
consumers and specific marketing tools which have to be followed due to characteristics of
the product and different existential challenges. We will hear true story about development
of Intra lighting company from manufacturer of illuminants to provider of lighting solutions.
We will find out how they accept challenges of diversification on the market and how they
manage to listen different expectations and needs of everybody, who in anyway include light
in their life.

Intra lighting d.o.o. is the leading Slovenian manufacturer of illuminants. It is also successfully increasing its market share on European market. Founders and owners of Intra lighting Marjeta and Marino Furlan received acknowledgement “businessman of the year” in 2010 which is presented by Podjetnik magazine and Chamber of Craft and Small Business of Slovenia . More information about the company: http://www.intra.si/.

Lecturers:

Lučka Peljhan, creative director of I&S Aladin agency

Her connection with Intra lighting starts with the name of the company. She is the author of “All visible” communication concept and strategic consultant for Intra lighting brand. She believes that the world is one big stage with a lot of space for good scenarios and creating with light.

Nika Furlan, marketing Intra lighting

Inside the marketing sector, she is in charge of various projects, production of good mood, demanding photographs and connection of different worlds. Because of the nature of her job and observation of ceilings, she often suffers from neck aches.

11:40 – 12:20 – Effie 2010

Podnaslov: Golden Communication Campaigns

Introduction:
Do you want to find out how to create a successful Communication Campaign? On Fanfara we invited two companies which received the Gold Effie Award for year 2010. Simobil and agency LUNA/TBWA will present us how they create campaign called Na pravi strani (On the right side), with which they tried to show us where is “the right side”. Renault will tell us something about their Communication Campaign Financial Support. With this campaign they offered their costumer financial support if they decided to trade their old vehicle for a new one.

Lecturers:

Si.mobil

Klavdija Vidic, head of Marketing Communications

Klavdija Vidic began to work in the field of marketing communications before 10 years ago. When she came to Si.mobil she started as specialist for marketing communications and then resumed a career as brand manager. For half a year she participated in the marketing communications team VIPnet in Croatia. She also took part in some projects & exchange expertise within the Telekom Austria Group.

Dali Bungič, director of Strategic Business Division, Luna \ TBWA

Dali has more than 10 years of experience in marketing communications. She is director of projects for clients Si.mobil, Petrol, Nissan, Pivovarna Laško and many others. She took part in mixes teams in the Adriatic region and she is also an active member of Slovenian advertising chamber.

Renault

Nina Obradovic, head of marketing communications

Nina Obradović has worked in Renault Nissan Slovenia since 2009. She is responsible for marketing communications of brands Renault and Darcia in the territory Adriatic. Previously she worked in the same company as brand manager for segment of small cars.

12:40 – 13:20 – Professional town centre management in Europe

How to create a lively town?

Introduction:
If town centre management (TCM) is something you have never heard of, this is the perfect opportunity to find out what TCM actually is, how it works and which are its succees factors. During the lecture we will get to know urban development models, e.g. European model, South-East Asian model. We will also become more familiar with frame conditions and influence factors for urban development in European cities. All this will be presented on »best
practise« examples of succesful European TCMs. We will also have the chance to see some TCM pilot models in Slovenia, which may have some potential to be realised in the future.

Lecturer:

Roland Murauer is general manager of CIMA Consult & Management Itd. from Ried im Innkreis in Austria. CIMA is one of the leading rural and urban planning consulting companies in Middle Europe. 70 employees build a team with a wide range of experience. (e.g.: architects, market researchers, retail trade/property & tourism experts, ….) in six
offices. Since the foundation of the enterprise (1988) CIMA consulted more than 3000 projects in the fields of town centre marketing, town centre management, retail trade analysis for regions, States, shopping centres and national and international retail chain companies, regional/urban marketing studies, tourism and leisure studies, real estate studies and investment promotion campaigns. Roland Murauer has 22 years consultant experience for local, regional and national authorities. Up to now he has been involved in management of 186 town centre projects, urban renewal projects, retail trade analysis, tourism and urban property projects.

14:30 – 15:10 – Sponsorship step?! It’s a milky rap!

One of the most innovative forms of communication in past few years in Slovenia

Introduction:
Project >>Sponzorska plata<< (sponsorship record) is definitely one of the more innovative forms of communication. Ljubljanske mlekarne have sponsored a musical project from Slon in Sadež (Elephant and fruit, Slovenian rap musicians) and developed a whole new way of communicating with younger consumers. This kind of sponsorship exceeds standard communication, where is used just a sponsorship logo. Here the sponsor is an integral part of
the visual images of the project (website, giant posters, physical CDs, posters for a concert tour… ) and is even placed in the text of one of the songs as well. At the lecture you will learn about the cooperation between the Ljubljanske mlekarne and Slon in Sadež, what is the recipe for succesful mix of advertising and rap music and much more.

Lecturers:

Slon in Sadež

Slon in Sadež have met each other as Jure Karas and Igor Bračič in KUD France Prešeren where they were both part of the impro-movement. Their first major media breakthrough happened in 2001 with the song Reper. Inspired by current political and social events in the autumn of that year they wrote and recorded a song Taliban Reggae, which has literally circled the world and became an Internet hitworld-format (mp3). In their productive career they often tried themselfs as hosts – first of a show called Štafeta mladosti (Baton of youth) and as hosts of an Viktor awards, (the biggest Slovenian media award) in the years 2008 and 2009. Slon in Sadež (Elephant and Fruit) as befits of an animal and plant, never rest and are constantly working on something new – shows, skits, songs and other projects.

Ljubljanske mlekarne

15:10 – 15.50 – Reset your mind – nothing is impossible

Lecture of director of Serbia’s most creative agency

Introduction:
Personal attitudes in life are important. We have to set our mind to create confidence in ourselves. If we manage to do this, we can achieve many things. Ivan Stanković, owner of Serbian agency Communis DDB, will share his personal story about surviving the crash of Saatchi & Saatchi agency and creating Communis, that is second year in the row the most creative agency in Serbia according to the number of awards presented by UEPS. Clients of Communis DDB are Airbus, Alpha Bank, Heineken, Knjaz Milos, Nike and many other renowned names.

Lecturer:

Ivan Stanković, director of Communis DDB

Ivan Stanković has been in advertising business since 1979, but rapid progress in his career happened in 1990 when he and Dragan Sakan founded Saatchi & Saatchi, an agency that has become generic name for advertising in the area of former Yugoslavia. In 2002 he founded his own communication group, which advertising agency Communis DDB is a part of. Agency received many awards and Ivan Stanković was presented with lifetime achievement award in 2010. You can get more information on website: http://www.communis.rs/.

 

16:10 – 17:30 – Roundtable: All different, all online.

Intensive debate of the experts about social networks

Introduction:
Nowadays, almost everything in the real world has its twin (place?) online. On fANfARA’s Roundtable, we will hear opinions and experiences of some of the Slovenian experts in the field of social media. We will try to represent the matter from different points of view; from the view of a major Slovenian company, the view of an individual and from the view of an agency.

We will be chatting with:

Moderator:
Matej Špehar,
expert on social networks Matthew is the founder of digital agency Social networks, agency for advising and communication of brands, companies and public figures. After 15 years of working in traditional media (print, tv, radio), he left, and devoted himself exclusively to social network. He transferred his the knowledge and experience of
communicating with the auditorium to the biggest media in the world – Facebook. Many examples od successful appearance on social networks bear his seal.

Guests:
Jasna Suhadolc,
online communication consultant & partner Jasna is a consultant for online communication and partner in Virtua. She has 10 years of experience as an online strategy strategist, an expert on web usability, information architecture and digital public relations. She published a book on new opportunities for e-communication. Jasna often lectures on the use of new technologies in communications (marketing, PR), writes articles and is a member of various juries.

Darja Počič,
Droga Kolinska, BU Beverages, Brand manager Cockta Darja Počič comes from Droga Kolinska, where she works as a brand manager for the department Cockta soft drinks. Cockta is one of the most recognizable brands in the former Yugoslavia, which is systematically, constantly and completely building its reputation and visibility, in the last decade also with the use of Internet, new communication channels and media.

Eva Vrtačič,
asistent at the Faculty of Social Sciences Eva Vrtačič is an expert in the field of social, cultural and political anthropology. She works as an assistant at the Academy of Theatre, Radio, Film and Television and the Faculty of Social Sciences. Currently, she is working on her PhD in sociology. Eva is author of several articles on cyber and pop culture, contributions on different conferences (Cybercultures, ISEA 2010 Ruhr, Anglisticsat the Century of Change …) and co-author of scientific monography about serial killers.

Matevž Klajnšek,
Creative Director at Renderspace Renderspace is an agency that offers comprehensive communications and business solutions for the digital “new” media. He is also co-founder of Celtra Inc., which deals with interactive mobile ads.

 

20.00 – 5.00 – fANfARA afterparty

 

10.00 – 11.00 – Workshop: How to swim in the sea of ideas?

About brainstorming and creativity in many ways!

Introduction:
Would you like to know how to successfully stimulate the flow of your creative thinking? How to stimulate others to generate irregular and daring ideas? At the workshop, Lejla Poturović from Valicon will inform us why creative thinking is important in market environment in the first place and which are the techniques that help us awaken it. We will get to know the limitations, find out what there can be done to be more successful and try new knowledge in practice.

Lecturer:

Lejla Poturović, senior expert, Valicon

Lejla Poturović is a psychologist, who started her career as a researcher in one of the largest market research companies in Slovenia when she was still a student. After ten years she completed her path there as head of department of qualitative research. In 2010 she joined Valicon’s team with the function of senior expert in the area of qualitative methodological approach. Her work was never bound to any specific industry or client’s business challenge. Instead it was focused on the need of in-depth insight into consumer way of thinking, feeling and behaving. Qualitative research aren’t just a job, they are her love and passion, they are lifestyle and a neverending source of inspiration.

 

11:40 – 12:40 - Workshop: Oh no, what to do now? Let’s improvise!

Workshop where improvisers will teach you how to … improvise!

Introduction:

Imagine that you are standing in front of big group of people and you become speechless. Has that ever happened to you? This is the moment to improvise. And we can also learn to do that. We invited masters of improvisation from KUD France Prešeren to teach you some basics of this skill which can be useful for you in business world and in everyday life!