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Stefan Chiritescu - Make the advertising great again (Zilele Biz 2017)

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Ștefan Chirițescu, Head of Strategy, Kubis Interactive: ”Make Advertising Great Again!”
Ștefan este Head of Strategy la Kubis Interactive. Anterior pe cartea lui de vizită a scris, pe rând, Vitrina, Friday&Friends, Tempo, BBDO, Ogilvy și Cohn&Jansen. Este profesor asociat la cele două facultăți de comunicare din București și co-proprietar al unui mini-centru cultural dedicat culturii italiene ce poartă numele Pavesiana, de asemenea, este implicat în organizarea unei conferințe culturale anuale care îmbină rockul, slow food-ul și viața unei comunități din Merișani.

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Stefan Chiritescu - Make the advertising great again (Zilele Biz 2017)

  1. 1. MAKE THE ADVERTISING GREAT AGAIN. OR, AT LEAST, INTERESTING.
  2. 2. 70% of youngsters consider sex is un- important.
  3. 3. INCLUSIVE vs. INSTANT REWARD
  4. 4. INTERESTING > RELEVANCE
  5. 5. TALKIBILITY. the old TOMA becomes TOP OF DISCUSSIONS.
  6. 6. CONTEXTS > INSIGHTS
  7. 7. CONTEXTS are dynamics from real life. INSIGHTS are still pictures from laboratories.
  8. 8. PERSONALITY >PLATFORM
  9. 9. PERSONALITY is leverage-able. PLATFORM is limitative.
  10. 10. BRAND PURPOSE > BRAND POSITIONING
  11. 11. BRAND PURPOSE opens the perspectives. BRAND POSITIONING makes you prisoner inside of a category.
  12. 12. Micro-campaigns > Macro-campaigns
  13. 13. Micro-campaigns are the new opportunity to interact with the brand. Macro-campaigns are just opportunity to see the brand.
  14. 14. BRAND INTERESTING-NESS is a mix of branded perspective of contexts cadence attitude on a topic inspired by purpose.
  15. 15. FOR INTERESTING CHATS. stefan.chiritescu@kubisinteractive.com

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