The pandemic gave impetus to the transformation of advertising creativity in Russia

The educational program was devoted to trends in creativity, as well as the peculiarities of the work of agencies with brands in the new reality. In addition to thematic discussions, the guests attended workshops, lectures, brainstorms with the participation of top managers of advertising agencies – leaders of the ACAR creative rating.


One of the trends in the field of advertising creativity is the change in the role of the creative. According to the speakers, given the abundance of user-generated content, the concept creator becomes an artist who can work with meanings at the level of cultural codes, creating deep projects.


However, as experts noted, the approach to the use of creativity must change – it must serve the objectives of the business, helping to achieve the set KPIs and being an indispensable component of an effective advertising campaign.


In addition, creativity can not only contribute to the achievement of the client’s business goals, but also change the world for the better. As we’ve seen in case studies over the past few years, ad agencies and brands have successfully leveraged talent to raise awareness of community issues and to help find solutions.


But with creativity, brands can help each other too. Thus, creative brand collaborations help create new products and meanings and directly affect business performance, being an excellent marketing tool.


Serious attention at the forum was paid to global digitalization. In these conditions, among those who are forced to look for their place are not only companies using constantly developing online promotion tools, but also people.


Users who spend most of their day on the Internet are actively rethinking digital reality, adapting it for themselves, defining their place in it. This is how virtual models, VR screenings and online concerts appear.


In the final of the NAF “Regions”, an award ceremony was held for the First Advertising Festival – 1st, where the best creative advertising cases from agencies, brands and freelancers from all over the country were named and shown. Regional agencies that won gold for their work were given the opportunity to take part in the international advertising festival “Red Apple”.


NAF “Regions” took place in Yekaterinburg on September 7 and 8. The Forum is a new project of the Association of Communication Agencies of Russia aimed at developing the advertising industry outside the capital. NAF “Regions” brings together local agencies and brands, as well as major federal players and leading experts in the Russian advertising industry on one platform.


Speakers of the NAF “Regions” are advertising practitioners from agencies, sites, technology platforms, brands, media holdings and research companies. The idea of ​​a separate large-scale forum with a regional agenda was supported not only by local players, but also by global Russian holdings, companies and platforms.


The business program is attended by top managers and experts from Gazprom-Media, Mediascope, National Advertising Alliance, sales house EVEREST, Choose Radio company group, Gallery, Yandex. Business, Deltaplan Group. In total, more than 60 experts from the advertising industry from all over the country gathered at the NAF “Regions” platform.


Organizers: ACAR, ACAR Ural, CRBK


Title partner: Gazprom-Media


General research partner: Mediascope


Partners: National Advertising Alliance, Gallery, sales house EVEREST, Select Radio Company Group, Yandex. Business, Deltaplan Group, CoMagic, Skillbox


Industrial content portal: ADPASS


General industrial partner: Sostav


General News Agency: TASS


Supported by: IAB Russia, RAMU


Communication partner: CA “GlavSovetnik”


Official media partner: 1MI Holding

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