• 8.11.2012 •

Program concept No. 1

BASIC POINT / STARTING POINT / MISSION

1.
The main goal of national advertising festival (NAF) is celebration of creativity in Turkish advertising industry (AI). Creativity is the most important reason for AI existence and creatives in the industry are the crucial power of it. The every day’s life/work is stressful and under the hard clients pressure which is some times/often killing fantasy and self-confidence. The public recognition of the branch and colleagues is extremely important satisfaction and motivation for the mostly secret heroes of AI.
2.
National festival is the open playground, come together and festive parade of the industry. Once in the year the AI is the star, the center and the main player on the stage. The glory and importance of the branch make our jobs more attractive and amiable. And meeting with the colleagues from competitors teems and boards are like new oxygen in short wind’s lungs.
3.
AI is a serving but very often also consulting and teaching/leading/instructing the clients. It’s extremely important to be presented as highly recognized and successful industry. So the level, organization, image and self-respect of the event show real/expected position of the branch in Turkish business and open society.
4.
Eventually international part of the program can be useful growing the professional level of the event but could be problematic also putting national industry and its heroes in international shadow. In any case we can host one international star legend as kind of respect for TAI.
5.
According to real internationalization ambitions we can invite some interesting guests from the regions we are targeting. It could be important steps developing connections and building a new regional professional community.

EVENT’s STRUCTURE

6.
National advertising festival is at first competition and award ceremony. But the smallest part of community are awarded and satisfied. Losers are in majority.
NAF program needs to take care about expectation and satisfaction of full auditorium which is necessary to applaud and glorify the winners but presents wider actual interest of the branch also.
NAF in national, not only AI event. It’s important how it reflects in/at national level/open society and in business/clients environment too.

7.
The competition structure, the judging system and its evaluation are together with award ceremony professional task. We don’t suppose TAI needs some advice or support. Deep understanding of Turkish culture and advertising praxis is elementary condition for credible realization.
Credibility of jury and its decisions are without question the most important recommendation and advantage for NAF and TAI.

CONFERENCE

8.
Basic intentions of NAF Conference are:
– to be the most important event and get together of TAI, not for competitors and winners only,
– national oriented/focused content opening relevant and actual questions of the branch
– demonstrates creativity, up-to dates and progressiveness of organizers, authors and the branch,
– to keep sympathies and supports, to connect ad-people, to build/to grow dignity of the branch
– to open windows and doors, to invite and meet neighbors, to weave acquaintances and friendships, to promote and launch idea of regional INTERMARIUM CREATIVE FESTIVAL project for the next step.

9.
NATIONAL PART of conference has to be organized by TAAA of course. We can according to our experiences participate with suggestions of some possible contents only:
– Annual report – more or less serious, probably ironic reflex ion of past year in TAI made by ?
– Voice from the other side – reasonable critical observation of TAI reality made by popular journalist, writer, actor represented public opinion in Turkey
– Actual dispute on the stage, like classic contra new media, independent or networked agency, …
– Turkey on all winds/part of the world – report/overview of awarded Turkish creativities probably not only in advertising around the world last year
– Turkish mustaches – classical and new image of Turkey and its culture – round table
– Our man in the court – very important and on the global level extremely successful Turek ali Turkinja on the stage

10.
INTERNATIONAL PART

This part is reasonable if we decide to build/develop/create/organize international festival/event on the next step.
The suggestion is
INTERMARIUM REGIONAL CREATIVE FESTIVAL
As additional/continuation or alternative of before suggested content of TD at Istanbul Intercontinental Advertising Day in January 2012.

Istanbul and Turkey are not between two continents only but at the same time at the coast of two seas too.

Countries and people with theirs legs in the same see are much closer then those living on the separate part of the mountains. Black seas and Mediterranean (Aegean, Adriatic,…) seas connect countries with very similar economic, communication and culture levels and problems. Russia, Ukraine, Romania, Bulgaria, Georgia on the one side and Italie, Slovenia, Croatia, Bosna and Hercegovina, Monte Negro, Albania, Macedonia (?), Greece, Lebanon, Israel and Egipt on the other.

Close to 500.000 people are living in countries connected with Black Sea and Eastern Mediterranean. All of them have open markets and strong developing possibilities and ambitions. And according to New European Golden Drum experience meetings of creative peoples can be fallowed to over borders integration of the community/branch

Advertising industry is flagship of national economy. Creative advertising announcement, messages, spectacles and parade are on the front lines of national business expansion.

Meeting and recognize each other, listen theirs presentations and present your experience to others is first step. Invitation to the festival with competition will/could be next.

(predlog razvoja turškega nacionalnega festivala na povebilo njihovega združenje oglaševalskih agencij)

8.11.2012