Program

Business and educational program of WHITE SQUARE will be held during three days – 19, 20 and 21 of April – and will include over 70 activations: master classes, seminars, show  lectures, forums, discussion panels, talk shows, blitz conferences, expert consultations on marketing, advertising, creativity, branding, digital. Accredited participants will be able to learn about the most relevant and innovative trends, effective solutions and successfully working tools in communications industry of different countries.

Headliners of the Festival are titans of world advertising market whose names are widely known in the international arena, recognized creative directors whose advertising projects for the world's largest brands have been repeatedely awarded with prestigious awards, experienced speakers of the leading international communications forums of Europe and the CIS, including already well-known old friends of the Festival.                 

Today WHITE SQUARE is an unique for Belarus and one of the strongest in Eastern Europe business forums in the sphere of marketing and advertising communications, providing its participants with professional answers to questions on how to be successful in business using creativity in marketing strategies.         

Annually the Festival gathers active and progressive representatives of professional community from 30 countries of the world, numbering more than 700 accredited delegates from companies-clients of different fields of activity and top advertising agencies of Belarus, the CIS and Europe.

After intensive day program of the Festival, accredited participants can relax with a glass of “hot” Belarusian drink, enjoy live communication in inspiring atmosphere of creative thought and establish useful business contacts at WHITE SQUARE parties.

PROGRAM OF THE TENTH INTERNATIONAL 
MARKETING AND ADVERTISING FESTIVAL 
WHITE SQUARE 


Minsk, Cultural and Business Center "House of Moscow", 86 Kommunisticheskaya str.
April 19-21, 2018

APRIL 19 


Since 9.15            

Accreditation of the participants and guests of the Festival. Welcome coffee

CONGRESS HALL 

10.00 - 10.30

Opening ceremony of the Festival


10.40 - 11.30

Folker Wrage, Founder of wrage/antwort, Switzerland 

Topic: STRUCTURE, PROCESS, CREATIVITY: WHY THEY ALL BELONG TOGETHER.
Does structure kill creativity? Is it okay to be creative if you’re working in marketing? Can a well-structured work process lead to better ideas? As the headline already suggests – this little lecture will tell you why creatives shouldn’t be chaotic, and why account and marketing people should embrace creativity.  


11.40 - 13.10

Mikhail Dymshits, General Director of consulting company “Dymshits and partners”, Russia 

Topic: MARKETING ON STRAINING MARKETS: DEVELOPMENT OF OFFER, RETAIL AND COMMUNICATION.   


13.20 - 14.10

Fabien Teichner, Chief Creative Officer of Serviceplan, France
Master-class. Topic TBA.


14.20 - 15.10

Anna Meneguzzo, Creative Director of Leo Burnett Milan, Italy

Topic: THE 4P’S. THE THEORY OF EVERYTHING, EFFECTIVENESS INCLUDED.
The rules for a good communication work wonders to achieve effectiveness. Such rules might be simple to understand, not so much to pursue.


15.20 - 16.10

Vitaly Kokoshko, Founder & General Director of Kinograf, Ukraine  

Topic: CREATIVITY OR EFFECTIVENESS? MONEY OR FAME? 
Is it possible to be either smart or beautiful? Creativity everyone is fed up with and well-known Effectiveness. Lots of video cases and the most honest answers to all the questions.


16.20 - 17.10

Vicky Gitto, President of Art Directors Club of Italy

Topic: NEW TRENDS IN BRAND COMMUNICATION. 
The world of communication has changed not only for agencies and creativity but mainly for brands. Let’s see the main changes and the most innovative approaches, because having a great heritage is important but having a future is even more.


17.20 - 19.20

Evgeny Primachenko, Creative Director of Wieden+Kennedy Amsterdam, The Netherlands

Topic: BLOOD, SWEAT AND BITTERBALLEN.
About advertising life in Holland, rain and fried snacks.


WHITE HALL

10.40 - 11.30

Vladilen Sitnikov, Chief Creative Officer, POSSIBLE Group Moscow, Russia

Topic: ARTIFICIAL INTELLIGENCE IN MARKETING: NEW INTERFACE OF INTERACTION BETWEEN BRANDS AND CONSUMERS.


11.40 - 12.30

Konstantin Schneider, Creative Director of Saatchi & Saatchi Ukraine 

Topic: RENAISSANCE OF ADVERTISING INDUSTRY.
Subculture of HYIP-beasts is an eloquent sign of society transformation. Brand matters. And it means that Gotham city needs Brandman again – Renaissance of ad industry is coming.  


12.40 - 13.10

Master-class. Speaker and topic TBA.


13.20 - 14.10

2018 DIGITAL TRENDS. 
Headliners: leaders of European communications industry, holders of numerous prestigious awards for creativity and effectiveness, creators of successful campaigns for world famous brands.


14.20 - 15.10

Irina Mushtina, Founder & CEO of CF.Digital, Ukraine  

Topic: ANALYZE IT!
How to significantly increase the profit of e-commerce.


15.20 - 16.10

Valeriy Volchetskiy, Creative Director of Red Keds, Russia

Topic: HOW TO CREATE A BRAND AND SCREW UP.
How to spend client’s money to make it worse for him. How to choose an agency that will swallow your budget. How to choose an idea that will be lost in advertising clutter. How to hold an ad campaign that will repel your current audience and won’t attract the new one.


16.20 - 17.10

Dmitry Tutkov, Creative Director & Fonder of TUTKOVBUDKOV, Russia

Topic: PULL AGAINST PUSH: HOW TO CREATE CONTENT THAT WILL ATTRACT PEOPLE.  
Recently advertising is perceived by spectators as a “foreign organism” on good contents’ body that they want to get rid of asap via Adblock. The solution is to create ad content that will be interesting for spectators. Contest that they’d like to find themselves without waiting until it’s shown in advertising block. And even the content in which no one would  recognize advertising.


17.20 - 18.10

Yuriy Gladiy, Co-founder & CEO of GRAPE, Ukraine 

Topic: HOW TO CREATE BRANDS IN THE ERA OF DIGITAL.
Why loyalty doesn’t exist any longer. Why data don’t make sense without creativity. How investments into brands influence company’s development in the changing technological world. Why should a brand be a content-hub.


RED HALL

10.40 - 11.30

Dmitriy Apolenis, Creative Director of AIDA Pioneer, Belarus 

Topic: SIMPLIFICATION. THE THEORY OF JANGLING SIMPLICITY. 
For brands being effective means being clear and relevant for consumers. Revealing the secrets of “simple” solutions.


11.40 - 12.40

Vladimir Lifanov, Creative Director of Suprematikа, Russia

Topic: TOO LATE THROUGH THORNS.
There is no unique creative method of design creation. In different manifestations it’s the same, well-known to everyone pocking method, or if to call it more delicate, looking over options. Main principle difference between good designer and bad one is that that the good one checks a way more options when looking for a worthy idea.


12.50 - 13.20

Darius Kisielius, Art Director, Design Strategist, Lithuania 

Topic: CREATIVE PROCESS AND DIFFERENT STAGES OF BRANDING.


13.30 - 14.10

Olga Kashkan, Creative Director & Co-founder of Fabula Branding, Belarus

Topic: QUANTUM LEAP IN BRANDING: FROM SURVIVAL TO CREATION.


14.20 - 15.10

Anastasiya Tretyakova, Creative Director of Depot WPF, Russia 

Topic: DO BRANDS NEED MOTHERLAND?
Who and what do the brand’s nationality dictate? Cyrillic vs. Latin. Not by a single logo: how nationality is reflected in design.


15.20 - 16.10

Dmitry Peryshkov, Creative Director of DDVB, Russia

Topic: DESIGN AS A SOCIAL TOOL. 
Creation and modeling of brands via social insights. Changing world makes adjustments into creation of brands. Comodization of services, products, brands changes tools and approaches towards design and brand development. Learn how.


16.20 - 17.10

Alexey Sosnitskiy, Strategic Director of PG Branding, Belarus 

Topic: SPECIAL FEATURES OF PRIVATE LABELS DEVELOPMENT IN BELARUS. POSSIBILITIES AND PERSPECTIVES FOR BUSINESS.


17.20 - 17.50

Pavel Targashin, Development Director of Fistashki, Russia
Master-class. Topic TBA.

18.00 - 18.30
Alexandr Podgorniy, CEO of Asterman, Belarus 

Topic: EFFECTIVE APPROACH TOWARDS CREATION OF ILLUSTRATIVE VISUAL ADVERTISING IMAGES AND CHARACTERS. POSSIBILITIES OF SCOPE TECHNOLOGIES INCLUDING VR/AR.


18.40 - 19.10

Announcement of Creativity contest shortlists. Finalists’ showcase: Film, Print, Outdoor, Radio & Audio, Integrated, Branded Content & Entertainment.



21.00                      

OPENING GALA – party devoted to the opening of the Festival.
For accredited participants and guests of the Festival.


APRIL 20 

Since 9.30
Accreditation of the participants and guests of the Festival

CONGRESS HALL  

10.00 - 10.50

Haris Amiel Hevia, Creative Director of Psycle Interactive, Spain

Topic: CREATIVITY IN THE NEW LANDSCAPE OF TECHNOLOGIES.
How new technologies and formats are shifting the creative process in digital agencies and products. Possibilities and the future of the creative process in this new technological landscape where AR, VR, AI and machine learning are shaping what will be the standard in a few years.


11.00 - 11.50

Mihai Fetcu, Creative Director of Geometry Global Bucharest, Romania  

Topic: NATURAL BORN CREATIVES.
How a simple creative idea can make a difference in business, especially in markets with low budget possibilities. Think big, simple and efficient, and stop using "low budget" as an excuse.


12.00 - 12.50

Master-class. Speaker and topic TBA.


13.00 - 13.50

Pedro Pires, Chief Creative Officer & CEO of Solid Dogma, President of Clube Criativos de Portugal 

Topic: AN ARTISTIC VIEW TO BRANDING AND A BRANDING VIEW ON CULTURE.
When produced with quality and ethics, "art for branding" can be a useful and positive tool of social influence because it represents a commitment of the brand to do something more than simply try to sell a product, represents a commitment, a desire for cultural integration and respect for the consumer.

14.00 - 15.20

Denis Eliseev, Chief Creative Officer, Friends Moscow, Russia 
Master-class. Topic TBA.


15.40 - 16.30

Kosuke Takeshige, Creative Director of mcgarrybowen London / DENTSU INC, Japan  
Topic: DIGITAL CREATIVE SHOWCASE FROM JAPAN.


16.40 - 18.00

Master-class. Speaker and topic TBA.


WHITE HALL 

10.00 - 10.50

Announcement of Marketing and Creative Effectiveness contests shortlists. Finalists’ showcase: Promo & Activation, PR, Direct, Media, Innovations, Creative Effectiveness.


11.00 - 11.50

Svetlana Stepanenko, CEO of TWIGA Ukraine

Topic: GENIUS AS PERFORMANCE, NOT THE GOD’S GIFT.
In communication industry effectiveness is important not only in products and disciplines but in collaboration with people. Because it’s people and their performances that determine business success most of all. Innovative approach – Genius. Genius as a new way of thinking of the 21st century and model of potential development at the level of personality, team, company. Switching on Genius determines the way to extraordinary effectiveness, better performance and pleasure. And it’s really available for everyone, not just for special ones.


12.00 - 12.50

Audrius Feigelovicius, Strategic Planner & Managing Director of Not Perfect | Y&R Minsk, Lithuania

Тopic: INTRICACIES OF STRATEGIC PLANNING.


13.00 - 13.50

Pavel Gordon, CEO of TDI Group, Belarus  
Master-class. Topic TBA.


14.00 - 14.30

Rimantas Stanevicius, Creative Director of Minsk Vilnius, Lithuania 

Topic: LOVE LANGUAGES IN ADVERTISING.
Brands want to be known, considered, used, respected and ultimately even loved. But do they speak the love language of their audience? Do brands show their affection to their loyal customers in ways they can really feel it? 80% of the time they don’t. Learn why and how. Be a polyglot when speaking to your customers using 4 additional languages.


14.40 - 15.30

Artem Ivanov, Creative Director of BBDO Moscow, Russia  
Topic: A FEW IDEAS FOR EFFECTIVE MARKETING.

How to make marketing more efficient. How to build working process with creativity right and how to estimate it without making mistakes that can cost you a lot.


15.40 - 16.30

Sergey Atanasov, CEO & Co-founder of LOVATA, Belarus 

Topic: HOW E-COMMERCE PROJECT CAN ENTER INTERNATIONAL MARKET AND NOT DIE.


16.40 - 17.30

Gatis Rozenfelds, Creative Director & Co-founder of Tribe Riga, Latvia 
Master-class. Topic TBA.


17.40 - 18.00

Announcement of Branding and Digital contests shortlists. Finalists’ showcase: Communication Design, Packaging Design, Digital Design, Digital, Mobile, Creative Data.


RED HALL

10.00 - 13.00

PANEL DISCUSSION

Inna Gavrilchik, Head of advertising sector of Department of protection of consumer rights and control on advertising of the Ministry of Antimonopoly Regulation and Trade of the Republic of Belarus

CHANGES INLEGISLATION ON ADVERTISING. RELEVANT QUESTIONS AND PERSPECTIVES. 
EXPERIENCE OF THE BEST LEGISLATION PRACTICES OF THE CIS.
With participation of Association of Communications and Marketing Agencies of Belarus, All-Ukrainian Advertising Coalition, Association of Communications Agencies of Russia.


13.10 - 15.10

MARKETING IN BELARUS. BLITZ CONFERENCE.


15.20 - 16.50

PANEL DISCUSSION
Moderator: Veronica Pisarenko, Chairman of Board of Forte Group, Director of Forte Grey, Belarus 

Headliners: creative directors of the leading agencies of creativity ranking – members of Association of Communications and Marketing Agencies of Belarus

HOW TO CONDUCT AN EFFECTIVE PITCH ON SELECTION OF CREATIVE AGENCY.  


17.00 - 17.50

ENTRY WORKSHOP. EFFIE AWARDS BELARUS 2018.

Moderators: Alena Ustinovich, Chairman of Board of Association of Communications and Marketing Agencies of Belarus, Maxim Lazebnik, Executive Director of All-Ukrainian Advertising Coalition 
Closed session. Registration in advance.


APRIL 2

 Since 9.30
Accreditation of the participants and guests of the Festival

CONGRESS HALL         

10.00 - 10.50

Master-class. Speaker and topic TBA.


11.00 - 11.50

Istvan Bracsok, Executive Creative Director & Founder of White Rabbit Budapest, Hungary 
Master-class. Topic TBA.


12.00 - 12.50

Malek Ghorayeb, Regional Executive Creative Director of Leo Burnett Beirut, Lebanon

Topic: YES, YOU CAN!
Anyone can. Anyone can have a good idea. A good idea that will win. First, the heart of your consumers. Then the heart of any jury member around the world.


17.30 - 20.00

GALA AWARD CEREMONY OF THE WINNERS OF THE FESTIVAL


WHITE HALL

10.00 - 10.50

CREATIVE FIREWORKS. EPICA AWARDS ON TOUR, MINSK SHOWCASE. 
Epica Awards 2017. The show of the best ad films from all around the world according to industrial press – prize-winners of one of the oldest international ad festivals – Epica Awards 2017.

11.00 - 11.50

Alexandr Demidovich, head of commercial special projects, Evgeniy Shibinsky, editor-in-chief of commercial special projects, TUT.BY, Belarus

Topic: HOW TO TRANSFORM CLIENT’S WISHES INTO VIEWS AND CLICKS.


12.00 - 12.50

Dariya Ovechkina, Senior Copywriter of Voskhod, Russia

Topic: “IN WHAT SENSE?”, OR URAL WAY OF ADVERTISING.


13.00 - 13.25

Viktoriya Efimova, Managing Partner & PR Director of littleMORE brand communications, Belarus 

Topic: WHY GIRLS DON’T LIKE BOYS ANYMORE, OR PR BASED ON ANTISEXUAL REVOLUTION. 
Antisexual revolution has entered its active phase, gender equality is almost here. But it’s not for sure. How “hot” topics are used for promotion and where it leads to.

13.30 - 13.55

Denis Misyulya, Art Director & Founder of Moloko, Belarus 

Topic: HOW TO MAKE GOOD MARKETING WITH MINIMAL BUDGET.


14.00 - 14.50

Alexander Kapelevich, Creative Owner of Loga Biga, Vitaly Zaharov, Belarus 
Master-class. Topic TBA.


15.00 - 15.50

Levan Lepsveridze, Chief Creative Officer & Co-founder of Leavingstone, Georgia  
Topic: PHYZAGHI.

Why do some brands have high earned media and others not? Why are some campaigns  being shared by thousands of people and others not? What is the most important thing while planning viral campaigns? Answers to these questions by showing several examples and discussing behind the scenes. And, yes: Phyzaghi is Georgian slang word meaning total truth, authenticity, reality.


16.00 - 16.50

PANEL DISCUSSION. 

Moderator: Dmitry Apolenis, Creative Director of AIDA Pioneer, Belarus 

Headliners: leaders of European communications industry, holders of numerous prestigious awards for creativity and effectiveness, creators of successful campaigns for world famous brands.

WHICH MARKETING TOOLS WERE EFFECTIVE YESTERDAY, WHAT REALLY WORKS TODAY AND WHAT WILL BRING PROFIT TO BUSINESS IN FUTURE. NEW MARKETING PRACTICES.
  

17.00 - 17.30

WELCOME DRINKS. RAFFLE OF PRIZES FROM ORGANIZERS AND PARTNERS OF THE FESTIVAL.


RED HALL 

10.00 - 10.50

Mikhail Perlovskiy, Creative Director of ANYBODYHOME!, Russia 
Master-class. Topic TBA.


11.00 - 11.50

Olga Oleinik, Creative Director & Managing Partner of AVC, Belarus

Topic: LET’S DANCE. OPERATIONAL AND STRATEGIC TOOLS FOR CREATION AND DEVELOPMENT OF BRANDS.
Create your own mix. How to exclude ineffective elements and create new models of activation of communications.


12.00 - 12.50

Ionel Lеhari, Creative Director of Identity, Estonia 

Тopic: METHOD VERSUS INTUITION.
How to make decisions both when we are creating or buying design. What is more important, reasoning or feeling? How to recognize excellent design ideas? While you are creating excessive design concepts, you need to work with both sides of your brain to achieve difficult tasks and cope with complicated structure of the whole process. Learn how to succeed in this situation and what kind of skills and knowledge you need for that.


13.00 - 13.50

Oleg Beriev, Founder & CEO of Mildberry, co-president of Association of Branding Companies of Russia 

Topic: EVOLUTION OF BRANDING. 
From simple promises to consumer experience. Possibilities that haven’t existed before.


14.00 - 14.50

Alexander Kapelevich, Creative Owner of Loga Biga, Vitaly Zaharov, Belarus 

Master-class. Topic TBA.


15.00 - 17.00

Andrey Logvin, Creative Director of BORSCH studio, Russia 

Topic: WORDS AS SYMBOLS, SYMBOLS AS WORDS.
Substrate of communication – words, compressed into signs, symbols. How senses are decoded into symbols and vise versa. And whether it’s necessary to learn it.


 

20.30  

GALA PARTY – closing party of the Festival. 
For accredited participants and guests of the Festival.

  *The program may have some changes and additions.