Based on David's hugely popular TEDx talk ”The magical science of storytelling”, he takes on a journey, or actually several journeys making us feel the power and the progression of strategic storytelling.
How do some tech brands have developed an emotional connection with large audience who believe in them and buy from them frequently without questioning the value or authenticity of their products or services? Why nowadays creating a community around your brand is more important than simply having clients? We will explore during this session, the power of brand psychology that has been used by brands such Apple, Amazon or Uber.
As the Internet transformed how society communicates, blockchain technology will transform and commoditize how society agrees, trusts and transacts. Communication is on a mission to bridge opportunities, communities and collaborations, making sure the complexity of products, protocols or services doesn’t get lost in translation. Who, what, how, and when? Join the discussion.
We are living in a world where adblockers are raising, digital advertising is perceived as invasive and banner blindness is at an all time high. Join Mick Loizou as he discusses how to engage better with your consumers through native and how 5G brings the promise of a new generation of connectivity and the technological evolutions that will shift how human beings live, work, play and interact with digital advertising.
Can contrarian ideas in marketing give your brand an edge? Learn little-known best practises that can give you a significant edge over your competition, if you’re brave enough to reject consensus opinion.
As marketers, we obsess about how to drive more traffic to our websites. The reality is that's NOT how we buy products or services online today. We ask multiple people, visit multiple websites, read reviews, and sell ourselves on what is the best product. Scott Tousley, who leads freemium acquisition at HubSpot, explains a new strategic framework for constructing a modern buyer's journey that increases product awareness and drives more sales at scale.
This means that stories aspiring to engage people should put the them in the center. This means advertisers who want clients to engage with their brand should focus on what would make an interesting story for their users. Why should a brand tell a story about the user, when the goal is to sell the brand? Can a brand tell a story about the user and still sell the brand? How will the brand know which story to tell the user? Is it the same story for every user or a different story for each? And how can you scale such a content marketing operation? A session about personalized content - the future of storytelling, to learn more about the connection between interactive content, engagement, data, and conversion.
Creativity today needs to drive more sales, more penetration, more engagement, more brand love… but in much less time. As deadlines creep closer and turnarounds become shorter - the search for the big idea is a race against time. Myles Lord, Managing Creative Director from Serviceplan Berlin takes a look at ways to speed up creative thinking and take short-cuts to reach the big idea in time to meet that crazy deadline.
In this talk I will make a general presentation of the video games market and show how two European countries have become industry powerhouses in less than a decade. We’ll also look at the potential of Eastern European countries in this sector and the potential that lies ahead.
eSports, as a pop-cultural phenomenon is becoming increasingly relevant for brands and businesses. Learn the basics and see how your business can engage with it in an authentic and meaningful way. Martin has 20 years in eSports and 5 years of experience building the presence of ESL, the largest eSports company globally, in Romania and the region.
Discover how media is changing and why Tubecon is a unique opportunity for the brands to connect with the new generation. Tubecon is an European movement of independent video creators and it will be launched in Romania in April 2020. A new project Made by the UPGRADE 100 team. www.Tubecon.ro
Salim describes major breakthroughs occurring in a series of accelerating technologies like artificial intelligence, robotics, biotech, sensors, neuroscience, medicine, and even energy. He describes the implications of these breakthroughs on both society and business, and will give a perspective on their impact tailored to each specific audience.
DEBATE and Q&A: PREDICTIONS ON HOW THE WORLD IS BEING REDESIGNED BY TECHNOLOGY
Our star speaker of the day and the audience in an open debate - moderated by the famous Romanian journalist Andreea Esca - about the bright and the dark side of technology. Watch Salim Ismail's EXCLUSIVE message for UPGRADE 100:
From social media to voice-first A.I. to the emerging Internet of Things, we have more channels for 1:1 connections with customers than ever before. So why are so many of the world’s most famous brands feeling such pressure? And how can a more user-led approach to marketing help?
In this talk, Patrick Givens, head of VaynerMedia’s innovations & emerging technologies practice, VaynerSmart, will share how their “user-led, tech-enabled” approach helps brands build more durable customer relationships, optimize for more efficient and effective marketing, and ultimately positions them to win in the new attention economy.
Recent advancements in AI, and especially Generative Adversarial Networks, have made content-manipulation tools that can create realistic images and videos, accessible to the public. The Deep-Fakes, and their simple but more common variants, also known as Shallow-Fakes, have already undermined trust in democracy, incited violence and damaged the reputation of brands and individuals. This has motivated the research of technologies that can catch the fakes, such as AdVerif.ai. In this session, Or Levi - Founder of AdVerif.ai, will cover the current state of AI for detecting fakes while discussing its potential and limitations. We will take a look at recent examples of the Deep-Fakes epidemic, including the Fake News generator developed by OpenAI that was deemed too dangerous for public release. Learn how AI can help fight Fake News with a spectrum of tools, ranging from Machine Vision for detecting manipulated images to Natural Language Processing for identifying psycho-linguistic cues, and data pipelines for Deep Learning at the scale of billions of items.
Matthew Griffin, award winning Futurist working between the dates of 2020 and 2070, is described as “The Adviser behind the Advisers” and a “Young Kurzweil”. Check this presentation, as a warm-up for UPGRADE 100.
This session is aiming to show you how can you measure Brand Awareness, Consideration or even Purchase Intent on YouTube. These Brand Studies help marketers to understand how their creative ad performed vs the target audiences & what takes aways can be apprised in the future creative campaigns.
"Remember when you couldn’t order a taxi from an app, and when websites didn’t work properly on your phone and there were other target audiences than millennials? That was 2009. And in ten years’ time we’re all going to be taking a whole load of radical new things for granted.
Peter Moody and Rob Collins from leading agency MullenLowe Profero will provide a high-paced run down of 20 major shifts that will happen in the 2020s and for which every marketer should be preparing.
From emerging technology trends to whether AI will take our jobs, from selling your data to persuasion profiling, a new Gen A and those now middle-aged millennials, the 2020s promise to be another decade of huge change and equally huge opportunity to any professional attuned to the coming context.
This talk will draw on the insights and experience of working at the cutting edge of brand building and digital transformation with leading organizations across EMEA, Americas and APAC. They will draw on the most advanced examples that point towards the direction of travel in the next ten years.
People say that predicting the future is a fool's errand. Well, we’ve got just the perfect pair to give us a view into the 2020s with their talk: 20 forces that will shape brands in the 2020s… in 20minutes."
How to disrupt the market and raise above the white noise of advertising by using innovation, emerging technology and design thinking? A deep dive into the point-of-view of an creative agency operating in a small market but uses creativity, innovation and modern thinking to break the market barriers. We will also finally answer the age old question, of what is orange, lives in a forest, but is not a fox?
Virtual reality and augmented reality often conjure up images of video gaming and entertainment but the enterprise potential is underrated: in 2021, the commercial sectors are predicted to represent more than 85% of VR/AR spending worldwide. Discover VR/AR's present and future uses in business, including less publicised cases, and hear about the misconceptions of the technology along the way.
With virtual reality seeing a slower than expected uptake in both consumer and enterprise markets what further developments must the industry see for VR powered enterprise solutions to move towards reaching critical levels of added value for organisations? Following our journey in building a VR sales & marketing tool for heavy industry clients, we will attempt to drill down into what’s missing on the long road to elevating VR towards adding critical value for enterprises.
A live event is a single moment in time so it is imperative that brands build tight and consistent branded communications around their live event and experiential strategy.
I will share our experience with the leading Japanese Airline ANA and how we have built a global brand strategy that puts experience at the heart of the brands marketing.
VR has the potential to make the workplace a better place. However, creating VR that truly impacts behavior and delivers operational change is extremely difficult.During this talk, we’ll look at the various value propositions of VR for Learning & Development alongside astounding research and recent examples of successful projects. Then we’ll discuss what we’ve learned so far developing immersive training from the Tamagotchi Effect to the UX of inhabiting someone else’s virtual body.