Sam Tomlinson, director at PwC
An all-star line-up will present to guests at the inaugural Creative Corner conference at Fespa (ExCeL London, 25 to 29 June), addressing key topics for the creative community and showcasing what print can do.
Among the line-up are some of the biggest names in advertising and design, including keynote presentations from Coca Cola, McCann NY, TBWA and Unilever. The conference programme aims to open up the relationship between PSPs and end-users.
The five day conference is free to attend for all visitors. Seminars will look at providing tips on design for particular print applications including: retail packaging and instore POP; interior decoration; outdoor media and extra large print.
Duncan MacOwan, head of events and new media, said, ‘At Fespa we are always looking to target new audiences to benefit our global print community. Brand owners recognise print is central to their marketing campaigns, the Creative Corner aims to engage those creatives and designers to illustrate how powerful print is across multiple platforms. To have case studies and seminars from some of the biggest brands in the world will hopefully inspire printers and provide them with the opportunity to discuss these creative possibilities with their customers.’
On Thursday 27 June, the Creative Corner will host a VIP day for advertising creatives and brand owners, where visitors can see examples of what print can offer when it is used effectively, including a hosted tour of the Print Inspiration Runway.
The first day looks at retail packaging with Michelle Adams, founder and president of Marketing Brainology. Ms Adams will discuss her shopper engagement study, which looks at the part neuroscience plays in the instore customer decision making process.
Day one will also see the first keynote seminar from Saskia Goeteyn, EU design innovator at Coca-Cola Services. She will discuss how businesses can increase brand loyalty and how as an organisation Coca-Cola creates value and drives competitive advantage for its global portfolio of brands. Coca-Cola’s 90-year iconic brand design will be showcased as a case study highlighting the value of good design.
Interiors is the focus of the Creative Corner on day two, where Felipe Araujo and Daniel Perez from Catalonian interior design agency Eque y Seta, will explore how they are using print in the interior realm and the relevance it has within their industry. They will also offer examples of how their clients are using print, as well as a case study of a recent project they worked on called ‘Print Avenue’. Debbie McKeegan, creative director at Digetex Group will also take to the floor focusing on soft furnishings and the possibilities and capabilities of print in this industry.
Day three is the VIP day, dedicated to creatives and brand owners, with a packed programme of topics looking at the effectiveness of print within today’s marketing mix. The sessions will discuss the future integration of print with digital technologies such as QR codes, augmented reality and near field communication, as well as outline how PSPs can embrace these new opportunities to provide value to their customers to increase business performance.
Beginning the day Sam Tomlinson, director at PwC, will discuss why media metrics and data analytics are critical in demonstrating ROI to advertisers. Also stepping up to the platform is Brad Mintz, director of Print Services at Craft NY, using a selection of case studies to explore the power of printed media. In the afternoon session Till Schütte, head of design and graphics production at Coca-Cola, will discuss the importance of personalisation in print illustrating how the company has implemented VDP (Variable Data Printing) as part of its latest print offering. Peter Souter, chairman and chief creative officer at TBWA, will discuss his experience within the industry where he has worked on brands such as BT, Guinness, Sainsburys and Walkers in his seminar titled ‘Set up, expand, twist, resolve’.
Till Schütte, head of design and graphics production at Coca-Cola
Day four focuses on outdoor media where visitors can hear from Brendan Cook, oOh!media’s chief executive officer to help the audience define outdoor media and look at case studies of top class global brand campaigns. This is a two part seminar where Keith Ferrel, general manager at Cactus Imaging, will take the reins for the second part by exploring the logistics of working alongside oOh!media and discuss how their integrated campaign was implemented. Brett Haylock, head of digital product at ClearChannel UK will also lead a seminar on mobile platforms and how they can harness the power of print and continue brand conversations online.
Brendan Cook, oOh!media’s chief executive officer
‘Fespa is planning something very special for the final day of the Creative Corner, we’ve got something up our sleeves so keep your eyes peeled for more information!’ commented Mr MacOwan.
