Ravid Kuperberg, Partner, Mindscapes, Israel

Original and innovative creative ideas break the rules and take an unpredictable approach. Do these ideas share patterns of thinking? 
Yes. It is commonly agreed that the most innovative creative ideas share an ability to break the rules and take an unpredictable approach. Which is true. However, Mindscapes analysis of award winning creative ideas in recent years, shows that a majority of these apparently unique ideas also share recurring patterns of thinking. These patterns can be translated into powerful structured thinking tools which help develop creative ideas in a more efficient and effective manner.

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Uli Reese, President, iV2, Germany

A shark attack changed your life.
Well, it wasn’t an actual shark attack… that was meant in the literal sense. When I was a kid, “Jaws” hit the big screen, and I was so mesmerized by the cinematography and, in particular, the powerful soundtrack of the film that I decided there and then that I wanted to become a film composer. So a film about monster sharks basically shaped my professional and my personal life, and it triggered in me the drive to become a film composer, which led me all the way to Hollywood.

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Folker Wrage, Chief Creative Officer, Havas Worldwide, Switzerland

From psychology student, flight attendant, DJ and journalist to copywriter. What a journey. What are your most memorable experiences?
We never know how lucky we are, how memorable a moment is when we experience it. I travelled through Yemen when it was a peaceful country, through Congo when it was safe to go and experience the jungle, and Syria when it was still beautiful and prosperous. And during the days when I was a music journalist, I met some really inspiring people. Talking to Underworld’s Karl Hyde or Can’s Jaki Liebezeit for example – just thinking about those interviews still gives me goose bumps.

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Ivan Stanković, Founder, Communis, Serbia

You work and live in an environment that has undergone profound social, economic and political changes in the last 25 years. Regardless of these challenges, you managed to remain successful. What is the most interesting business fact or experience you have gained that you can share with us?
There is one that is most important. Her Majesty CHANGE. Change was and is the only constant in our lives and business. If you are not aware or ready to change, you will fade into history. Like the dinosaurs. If you watch our profession now and compare it to 40, 20, even 10 years ago, you will see very little similarity. Yes, we are in the communication business, but everything changed: consumers, products and services, channels, habits, agencies, the framework... So, the mantra is Change Or Die. Freedom of choice. A little bit cruel, but real.

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Paul Kemp-Robertson, Editorial Director & Co-Founder, Contagious, United Kingdom

At the Golden Drum podium you will share the Contagious Commandments. What was the road you had to walk to recognize them like?
The Contagious Commandments took a ten year walk. Contagious Magazine launched in 2004, in the middle of a marketing maelstrom. It was a time of ferment. Mobile was beginning to get smart, social media was primed to explode and people’s relationships with brands were becoming a whole lot more interactive. New media formats and behaviours meant that the audience had run ahead of the advertiser, so we figured that the communications industry needed a fresh guidance system to make sense of this brave new future. We wanted Contagious to be the instruction manual for the future of the business, sitting at the intersection of marketing, consumer culture and emerging technology.

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Darre van Dijk, Chief Creative Officer, TBWA/Neboko Amsterdam, Netherlands

Personalized advertising is big and getting bigger. Campaigns like »Choose Happiness« and »The story of us« are not only getting closer to people, but literally involve them in the story. How do you see this continuing in the future? Where can we go that we haven't been yet?
Advertising used to be a one way stream. Advertisers forcing up their products. It's annoying. You can't bother people with shit. People care about a good story. Authentic stories. Real stories. Stories that are really part of life. If you connect as a brand with a topic or a belief, people will be moved. Like Dove's real beauty campaign has been doing for years. That's how you create brand love. With Coke's 'choose happiness' campaign we gave people a voice. We tapped into pop culture with music done by artists that have a great story themselves and actually encourage others to choose happiness in their daily life. Make people part of the campaign and suddenly it’s less advertising.

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Adam Nowakowski, Head of Planning/Deputy Managing Director, Leo Burnett Warsaw, Poland

It is important for brands to differentiate themselves from all the rest. Is there even enough room on the market for every brand to be different?
No, it’s not important, and even if there was room for radical differentiation, there is simply no demand for it. Most people don’t see Nike and Adidas as significantly different. They own products from both brands, and often wear them at the same time. For brands to be successful, they must be distinct, which boils down to how easy it is to recognize them when they advertise. Distinct brands champion consistency of visual identity and purpose. They have interesting personalities. But, in most cases, they are not seen as different, and are substituted by other, similar brands on a regular basis.

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Emma Wilkie, Managing Director, The Gunn Report Ltd, United Kingdom

Why is The Gunn Report Annual a must have for every individual working in the creative industry and what can we learn from it?
The Gunn Report is the global index of creative excellence in advertising and as such it is the ultimate resource for information and inspiration. Whilst we wouldn’t argue for a moment that awards per se – the bits of metal you put on the shelf – are of the most fundamental importance in the scheme of things, we do believe that award-winning qualities in advertising are. They have the power to produce sales for the immediate present and simultaneously build a reputation for the long haul. They should, therefore, be celebrated and made available for posterity.

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Cindy Gallop, Founder & Chief Executive Officer, IfWeRanTheWorld / MakeLoveNotPorn, New York City

As you have mentioned before, when comparing the »Mad Men« times and now, things have changed significantly. Clients sometimes think they know better than the experts. Do you expect that to change in the future? How can we bring back the magic?
Clients think they know better than the experts because clients are now hiring experts in-house. Clients are redesigning the way they manage marketing and communications internally, and advertising agencies are failing to reinvent themselves to demonstrate a better way of doing business. You cannot do new world order business from an old world order location. It’s not about ‘bringing back the magic’, it’s about coming up with a whole new kind of magic that is much better and more effective. And it’s very simple to create this new magic – just bring in the talent and creativity of women and people of colour. Diversity drives innovation. True innovation is the result of many different mindsets, perspectives, insights, backgrounds and worldviews, all coming together in constructive creative conflict to reach a far better place that none of us could have found on our own. That's magic.

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