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Creating ads that consumers actually enjoy?! Com’on…


People hate ads but love content” has become a very annoying expression for everybody involved in advertising.

And that’s because a good question appears: how can we define content in advertising? And then, how hard is to create not every content but a quality one?

Avoid the one way communication ad!

Content isn’t only social media, newsletters, website articles, blogs and infographics. It can also be TV, radio commercials, print ads and BTL promotions“, said Mark Aris.


Co-founder @ 4WiseMonkey, one of the most creative greek agency, Mark talked inside ICEEfest about what content in advertising is in his opinion and the best ways to achieve it:

  • Any communication material has the potential to become content
  • Content is something that somebody enjoys watching and consuming

But, most important – “consumers want a communication that is relevant to them. Something with which they can identify themself“, added Mark.

How do you transform a piece of advertising into content?

Vangelis Davitidis (Creative Director & Co-founder 4WiseMonkeys), joined Mark Aris at the stage to present their “7 wise tips” in order to obtain a good content in advertising based on a 2 way dialogue.

mark vangelis

With 30+ major national and international advertising awards in less than 2 years, Mark and Vangelis came with some of their successful campaigns to exemplify each and every of the tips below:

  • Create engaging work that gives you butterflies
  • Know your shit
  • Say goodbye to your comfort zone
  • Get consumers involved
  • Ensure local relevance
  • Ride existing waves
  • Make every second count

Of course, some of the words above might give you headaches just like the quote from the beginning of the article 🙂

But remember that these words comes from the people working in an agency with an impressive portfolio of global and local clients like Mondelez, Carlsberg Group, Nissan and Coca Cola Hellenic.

Case studies and why you have to ask yourself if your content is “Wow, Insightful, Strategically relevant and Easy” in the presentation underneath:

How can you get access?

  • If you have a valid ticket for ICEEfest 2016:
    • Send us an email at tickets@upgrade100.comand you’ll receive your password in 1 hour or less.
  • If you don’t have a ticket for ICEEfest 2016:
    • You can buy one for ICEEfest 2017 here (this also includes your password for ICEE Academy)
    • You can buy only one password to watch the presentations (here, also).

For any other question please email us at tickets@upgrade100.com and we will reply in 1 hour or less.

For other great keynotes from ICEEfest ’16, please check out ICEE Academy.

Daniel Marton


Daniel Marton

After 3 years as a radio reporter (back in 2003), Daniel has experienced some other options that media can offer: 2 years as a special reporter (print), 2 years as a news commentator (tv), 2 years as an editor-in-chief (online) plus another 5 years as an online manager (digital). Since 2016, he is a freelance journalist, delivering documented articles and creative ideas for any kind of media. Ever since then, Daniel joined the iCEE.fest family, as a contributing editor for iCEE.news.

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