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.

1. MAKE THE ADVERTISING
GREAT AGAIN.
OR, AT
LEAST, INTERESTING.

2. 70% of youngsters consider sex is un-
important.

3. INCLUSIVE vs. INSTANT REWARD

6. INTERESTING >
RELEVANCE

7. TALKIBILITY.
the old TOMA becomes TOP OF
DISCUSSIONS.

8. CONTEXTS > INSIGHTS

9. CONTEXTS are dynamics from real life.
INSIGHTS are still pictures from
laboratories.

10. PERSONALITY >PLATFORM

11. PERSONALITY is leverage-able.
PLATFORM is limitative.

12. BRAND PURPOSE > BRAND POSITIONING

13. BRAND PURPOSE opens the perspectives.
BRAND POSITIONING makes you prisoner
inside of a category.

14. Micro-campaigns > Macro-campaigns

15. Micro-campaigns are the new opportunity to
interact with the brand.
Macro-campaigns are just opportunity to see
the brand.

16. BRAND INTERESTING-NESS is a mix of
branded perspective of contexts
cadence
attitude on a topic inspired by purpose.

19. FOR INTERESTING
CHATS.
stefan.chiritescu@kubisinteractive.com