Speakers
 Mag. Barbara Posch Director, Werbe Akademie Vienna, Austria |
Mag. Barbara Posch is the President of the European Foundation for Commercial Communications Education. She was born in Salzburg in 1961, is married and has 2 daughters (age 15 and 18). She studied at the Vienna University of Economics and Business Administration. She has been Business Analyst at BC Components in the Netherlands, Market Intelligence manager at Sagem in Vienna and Paris, Product Manager at AV-Holding and Marketing and Sales Manager at Viso Tech in Vienna. She has also been Lecturer in Marketing and Head of the Department for Marketing and Sales at the University of Applied Sciences in Wiener Neustadt for several years. She was appointed Director of the Werbe Akademie Vienna in January 2008. She is responsible for curriculum and organization of the academy. She cooperated with agency partners and advertising organizations, development of new courses in the field of advertising, media and creativity. |
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Rudi is chairman of Austria's Draftfcb Kobza and Lowe GGK. He started his career in 1986 in one of the best agencies in Austria and became member of the Management Board in 1990. In 1994, Rudi founded Kobza Communications, which became FCB Kobza a year later. Subsequently, he diversified the agency into sub-companies and specialised agencies: FCB Kobza (classic advertising), FCB Retail (retail marketing), FCBi (interactive and direct marketing) and FCB Events & PR (events and PR). Since 2005, Rudi is the Chairman of Lowe GGK.Draftfcb Kobza and Lowe GGK have won several award including Lions in Cannes, Clio, Eurobest, Epica, New York, IAA, Effies, Golden Drums... |
 Rudi Kobza Chairman, Draftfcb Kobza and Lowe GGK, Austria |
| In 2006 and 2007 Draftfcb Kobza became this the No. 1 agency in the CCA (Creativeclub Austria) and in the annual Austrian creative ranking and also the only Austrian agency in the ranks of the Gunn Report. Both agencies serve as a centre of excellence and hub for clients and the agency network in Central and Eastern Europe. Rudy is board member of Austria's International Advertising Association and took part in several national and international award juries. | |
 Phil Edmonds Account Director, Publicis London, UK |
Phil is a Group Account Director at Publicis in London, where he runs the Renault UK and United Biscuits accounts. Before joining Publicis, Phil was Managing Director at Kastner & Partners in London, the agency of record for Red Bull, which gave great insights into how to run an advertising agency, and a real understanding of business itself. Prior to Kastner & Partners, in 2004, he was at Delaney Lund Knox Warren as Head of Client Services looking after the Account Management Department and running the Halifax account. |
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Phil came to DLKW from Leo Burnett, which he had joined in July 2001 to run the Heinz and John West accounts. During his first year he worked on a number of successful and award-winning advertising projects, and was promoted to Head of Account Management in August 2002.
Before Leo Burnett, Phil had spent two years in Texas at Temerlin McClain in Dallas, Texas, as a Group Account Director and SVP on the global American Airlines and the oneworld airline alliance accounts. While an Account Director at M&C Saatchi, where he worked before Leo Burnett, Phil worked on the oneworld alliance, British Airways and Sainsbury's. Prior to working as an Account Director, Phil had spent time as a Strategic Account Planner on brands including Silk Cut cigarettes and Foster's beer. Previously Phil held a position at Keble College, Oxford, for two years as the Lecturer of Zoology, while conducting research on the epidemiology of parasitic infections in the Biology Department of Oxford University. He holds a BSc. and a Ph.D. from Imperial College, London. |
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After working as a scriptwriter for BRT (Belgium television) and illustrator for Flair magazine, Guillaume began his copywriting career at McCann-Erickson in 1981. In 1985 he moved to TBWA and soon after joined Young & Rubicam in 1986 where in the early nineties he was part of a select group of global creative directors. In 1996, together with André Duval, Guillaume co-founded Belgium's top creative agency Duval Guillaume, with offices in Brussels and Antwerp. They are currently starting up Duval Guillaume in New York where Guillaume is Creative Director. Their clients include InBev, Virgin Airlines, Sara Lee, Carlsberg, Spa mineral water, Dexia Bank, Hyundai, Spar, Ricard, Radio 1 and Belgacom amongst others. |
 Guillaume Van Der Stighelen Copywriter & Creative Partner, Duval Guillaume, Belgium |
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In 1997, Guillaume wrote and illustrated 'The Simple Truth About Advertising'. "This amusing little book will not teach you how to become a great advertiser - but at least should help you understand why you're not", quoted Sir Richard Branson. The same year, Guillaume was chosen to sit on the Cannes Lions Film jury.
Guillaume has won many international awards, including 11 Cannes Lions, and Duval Guillaume was the most awarded agency of the year at the 2003 Eurobest awards. During 2006 and 2007, he has been Speaker at "I love magazines" Sanoma in Budapest, Jury Chairman of the Third annual Advertising Festival of Poland, Participant at Shots Forum in London, speaker at Radio Days in Köln, jury D&AD global awards in London, speaker at Club Criativos in Portugal, judge at the Marketing Awards in Toronto and judge at Effie Awards in Brussels. In 2009, he wrote a book under the title: Hero brands. |
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 Marcus Wilding Managing Director, Publimedia / Publicitas, Austria |
Before assuming responsibility for the International Media Representative in Austria, Marcus worked at the Media Owner Side: ORF Austrian Broadcasting Corporation - TV, at the Client Side : Coca-Cola Company CEE and at the Agency Side : Managing Director Procter&Gamble EMEA at Starcom Media Vest and Vice President at Aegis Media Global Management. |
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Harald Zulauf (born 1960) studied business administration, politics and international law at the University of Cologne, Georgetown University Washington, London City University and HEC Paris. After working as a freelance journalist for German television and newspapers he became a TV politics and business correspondent for the Westdeutscher Rundfunk and the ARD in 1985. From 1987 to 1989 he worked as a PR consultant for the Minister of Defence and later NATO Secretary-General Manfred Wörner. Following the Fall of the Wall and the German Unification, he worked for the Trust Agency - SED special assets section - in the reorganisation and privatisation of the former East German state media agencies. |
 Harald Zulauf CEO, MEDIA CONSULTA |
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Since 1993 he has been Managing Director of MEDIA CONSULTA Deutschland GmbH in Cologne, and since 2001 CEO of MEDIA CONSULTA International Holding AG, Berlin. Mr. Zulauf is responsible for the management, expansion and new business development of the global MEDIA CONSULTA - Network. Furthermore, he supervises institutional key accounts such as the Federal Chancellery of Germany, the European Commission (several Directorates General), the European Central Bank, the United Nations, as well as big international clients such as Vodafone, Dunlop, Lidl, Malta Tourism Authority and Air Malta. |
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 Prof. Dipl.-Des. Ruediger Pichler Professor, RheinMain University of Applied Sciences, Germany |
Ruediger is Professor of Communication Arts and Design, at the RheinMain University of Applied Sciences Wiesbaden and is responsible for the relationships with agency partners and business organisations. As consultant and academic partner of the German Association of Communications Agencies (GWA) Ruediger has been promoting the „Junior Agency Award Programme“ in Wiesbaden for over six years. This programme has been recognised in Germany as the most advanced promotion programme for young talent in marketing communications. |
| After having graduated in design at the Wiesbaden University of Applied Sciences, Ruediger started his career as a junior Art Director for Young & Rubicam Frankfurt in 1985. He then worked for DDB Needham as Art Director, for Saatchi & Saatchi Frankfurt as Creative Director and member of the Board of Directors, for BBDO Düsseldorf and finally for FCB Hamburg (CCO). Ruediger won international awards, including at Cannes and at the ADCoE (Gold), EPICA and CRESTA Awards. Since 1996 he has chosen to specialize in integrated brand communication and became a professor in 2002.
In October 2007, Ruediger became Vice-President of the Hessian Academy of Film and Media Arts and Sciences, a regional cooperation of 13 German universities and colleges promoting excellence in science, research and education as well as a dialog between academics & practitioners. He is also an author and editor of expert contributions in several publications. |
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Since 2005, Peter is Chairman of the Professional Association for Advertising and Market Communication. Peter studied communication science and sociology at the University of Vienna and his Doctoral thesis focused on Public Relations of non-governmental organisations. He started his career as a journalist in the late 80s. He is a board member and the spokesperson of Austria's biggest environmental NGO "Grüne Wirtschaft". |
 Peter Drössler President of the Austrian Association of Agencies, Austria |
| He has also been an independent public relations consultant since 1995. He is involved in both national and international activities and his clients come from the IT, tourism and culture sectors but also include governmental institutions. | |
 Misa Lukic President of the Management Board, Leo Burnett, Serbia |
Misa Lukic, BA Economics, is the founder of LBB, the most successful Communications Agency in Serbia over the past 3 years. During his 20-years long career he successfully led 5 advertising agencies in four countries worlwide (Middle East, Europe). He completed with honors a two year program, The Agency Leadership - Leo Burnett University (a program dedicated to the future leaders of LBW). Last year, the Association of Commercial Advertisers of Serbia honored him with the Life Achievement Award as the youngest laureate ever in Serbia. |
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He lectures post-graduate courses in Integrated Marketing Communications at the Faculty of Dramatic Arts, the IAA'a Accredited Institute. Misa Lukic is a member of the International Advertising Association (IAA) Serbia Chapter and a board member of the the South East European Research Center (SEERC). He is also a member of the Serbian Association of Managers.
Misa Lukic was the first President of the Marketing Agencies Group at the Serbian Chamber of Commerce. He is one of the founders of the American Chamber of Commerce Serbia and Montenegro and was the Chairperson of the Communication Advisory Group of AmCham for a couple of years. For the past three years he has been named one of the 300 most influential people in Serbia. He has also been recognized as the most successful businessman as well as the leader of the most successful company in Serbia. |
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Krzysztof is the Managing Director of the recently formed strategic consulting company Brand At Heart. For the last 15 years, Krzysztof worked in both large and local advertising agencies. As Strategic Director he has been responsible for brands such as: BMW, Danone, Era & Heyah (T-Mobile local brands), Kinder Bueno (Ferrero), Nike, 7 Days, Orbis Travel (Mercure), Xerox and others. Krzysztof teaches Brand Strategy at the Polish Association of Communication Agencies' School, has sat on the jury of the EFFIE Awards contest - Media Trends and is member of The Board of Advertising - the Polish advertising self-regulatory body. |
 Krzysztof Albrychiewicz Managing Director, Brand At Heart, Poland |
Abstract presenters
Are trends a way to make sense of chaos? Julien Féré, Strategic Planner at Euro RSCG C&O & Lecturer at the Sorbonne’s Communications School (Celsa), France
About the author
Julien Féré is a strategic planner at Euro RSCG C&O and is writing a thesis at la Sorbonne. He also gives lectures at the Sorbonne's Communications School (Celsa) and at the University of Marne la Vallée on semiotics and on how to use trends in communications strategies.
Abstract
Julien Féré will demonstrate the importance of studying trends both from a theoretical & historical point of view especially in times of chaos. According to him, advertising agencies tend to rely on traditional consumer surveys and to underestimate the power of trends.
Community marketing - the future for marketing agencies? John Delacruz, Senior Lecturer, Staffordshire University, UK
About the author
John Delacruz graduated in Fine Art. He has experience as an Illustrator, a Printmaker and as a teacher of Art and Design at secondary school-level and of Design History at university-level. He established the Award for Advertising and Brand Management at Staffordshire University, Faculty of Arts, Media & Design.
Abstract
John's research paper will focus on a collaborative project between Level 3 Advertising and Brand Management students and Yes, a marketing communications agency in Uttoxeter, Staffordshire. A joint research project led to the development of a greater understanding of community responses to brand messages. The project helped Yes to identify new forms of communication. Collaborations were enhanced following this project via live client work developed and pitched by Level 3 students in conjunction with the agency team.
Managing brand communication in the push and pull marketplace.Don E. Schultz, Northernwestern University, Evanston, US & Martin P. Block, Professor, Northwestern University, US
About the authors
Martin is Professor of Integrated Marketing Communications at Northwestern University, and is currently sector head for Entertainment and Gaming. Martin is co-author of Media Generations, Analyzing Sales Promotion, and Business-to-Business Market Research. He has published in academic research journals, trade publications and has written several other book chapters. He has been the principal investigator on several federally funded research projects and has served as a consultant to the Federal Trade Commission (FTC). He was featured on the NOVA program "We Know Where You Live." Martin received his B.A., M.A., and Ph.D. from Michigan State.
Don is Professor (Emeritus-in-Service) of Integrated Marketing Communication, Northwestern University, Evanston, IL. He holds a BBA from the University of Oklahoma and the MA and Ph D from Michigan State University. He is also president of the global marketing consultancy Agora, Inc. Don's articles have appeared in numerous trade journals and he is author/co-author of over eighteen books. He was the founding editor of the Journal of Direct Marketing, and is the associate editor of the Journal of Marketing Communications and is one of the co-editors of the new International Journal of Integrated Marketing Communication. He holds visiting professorships at Cranfield University in the U.K., Queensland University of Technology, Australia and Tsinghua University, Beijing.
Abstract
Using the SIMM (Simultaneous Media Usage) studies, Don Schultz and Martin Block have identified the media forms most preferred by consumers by product category and have determined which media combinations would be most effective for reaching consumers. They have also built projective models of which media forms would be best in each product category.
How to co-operate with external agencies on an integrated corporate image in times of chaos?
Mag. Sieglinde Martin, Head of Institute, Institute for Communication Management - FHWien, Austria
About the author
Sieglinde is Head of the Academic Board as well as Head of the Institute for Communications Management at the FHWien - University of Applied Sciences of WKW in Vienna. She is also in charge of the "Professional in Advertising" Programme, a cooperation project between the Werbe Akademie & FHWien.
Prior to joining the academic world, Sieglinde held several leading marketing and sales management positions in international companies, such as Microsoft, Xerox and Philips. She launched several international marketing projects and integrated advertising campaigns and gained a lot of intercultural experience.
Sieglinde graduated from the Vienna University of Economics with her prize winning thesis on "Education and Further Education at Universities". She carried on studying in the field of business leadership, marketing and communications, e.g. at the Kellogg University, Chicago and University of Paddington, UK. In addition she has followed systemic coaching courses and is an NLP Practitioner.
Abstract
Sieglinde Martin will present the conclusions of a survey focusing on the way companies cooperate with agencies in the field of integrated market communications. She will show that in big Austrian companies, integrated marketing communication is regarded as a central management task coordinated by a few internal departments and that more in-depth cooperation with agencies is often regarded as irrelevant. She will critically challenge this superficial cooperation and show the importance of integrated communications especially in troubled times.
The Meta-Cultural Consumers: a pragmatic approach towards the effectiveness of trans-national advertising campaigns.
Giovanni Lunghi, Lecturer, University of Udine, Italy
About the author
Giovanni earned his B.A in Philosophy of Language at the University of Trieste and wrote a thesis under the title "Guy Debord's Societé du Spectacle. A political criticism of postmodernism." He also holds a Ph.D in Sociology & Communication, media and identity from the University of Udine (Italy) which enabled him to research attitudes towards mass-media advertising in transition economies in the city of Dnipropetrovsk in Ukraine.
Giovanni is both an experienced advertising practitioner and a professor.
From 1989 to 1995, he worked at Ursula Grüber Communication Internationale and at an international copy adaptation agency in Paris as a freelance copywriter. In August 1991, he worked as a consultant at Robert Towers Advertising, Inc. in New York where he developed advertising projects focused on the European market. In 1995, he worked as a copywriter on advertising campaigns for Baci Perugina (Nestlé); Saab cars; Lega Italiana Tumori (charity organization against cancer) at Ata Tonic, an agency based in Milan where he also set up the new-media department (I-Team).
From 1996 to 2005, he was a creative and strategic consultant for TREND Marketing & Advertising in Milan where he developed strategies and creative concepts for the agency's main clients: Snaidero, Vodafone, Zanussi Electrolux, Trudi.
Since 2004, he has been a free-lance strategic planner for marketing and communications companies and since 2006, a regular contributor to Pubblicità Italia an Italian Advertising Publication in Milan.
In August 2000, he was a visiting scholar at the University of Berkeley's School of Information Management and Systems and he carried out a research study on minorities' media ownership. From 2000 to 2002, he was Adjunct professor of Advertising theory and techniques and since 2004 he is the Adjunct professor of Advertising for the Public Relations Degree programme of the University of Udine in Gorizia.
Since January 2007, he is Project Director of ADLAB@GO, an Advertising Research and Practice Laboratory.
Abstract
Giovanni Lunghi will discuss the opportunities and limits of the ‘Global Culture’ concept and will introduce the ‘meta-cultural consumer’ and show how this concept can help develop effective trans-national advertising campaigns.
Facing the challenges in ethnic marketing. Joyce Koeman, University of Leuven, Belgium
About the authors
Joyce Koeman, PhD-project, University of Leuven, Belgium
Joyce holds a Master in Mass Communication, with a specialization in Marketing Communication, from the Radboud University Nijmegen in the Netherlands. She graduated in 2003 and started as an assistant researcher at the same university. The media uses of ethnic minority youth and diversity in the media have become of her main interest. Since 2005 she is working on a PhD-project at the University of Leuven in Belgium, focusing on the use of brands and advertising by ethnic minority youth in Flanders.
Kristen Jaubin, Account Manager, Arval, Belgium
Kirsten graduated in Mass Communication in 2008, with a major in Communication Management, at the Catholic University of Leuven in Belgium. She now works as an Account Manager in the leasing company Arval, a subsidiary of the French bank BNP Paribas
Andrea Stesmans, Student, Catholic University of Leuven, Belgium
Andrea graduated in Mass Communication in 2008, with a major in Communication management, at the Catholic University of Leuven (Belgium). She is now following an additional Master program in Management at the Faculty of Business and Economics at the same university.
Abstract
Considering the growing interest of marketers to communicate with ethnic minority groups in an increasingly diverse society and the limited empirical work on ethnic minorities as consumers, Joyce Koeman will present a study that explores the way in which ethnic marketing practices are perceived both by advertising practitioners and ethnic minority consumers in Flanders.
On Ambiguity in Advertising: conceptualising for multi-cultural appropriation.
Clifford Van Wyk, Bournemouth University, UK
About the author
Cliff Van Wyk has an important experience in the marketing communications industry. He worked with and for Unilever, IBM, Dell, Dulux, Nestle, Coca-Cola and HSBC. He has been Partner at BrandSmart Consulting, Director & Head of Regional Advertising Centre - Africa at Lowe Worldwide, Managing Director at Column Communications and Marketing Manager at 3M South Africa.
His areas of specializations are creativity in communications, advertising to subcultures and multinational audiences. He has presented papers at several international conferences on various aspects of consumer behaviours and communications.
He is currently Senior Lecturer at the Advertising and Marketing Communications Media School of the Bournemouth University.
Abstract
A content analysis of historical and contemporary advertisements, semiotic analyses and phenomenological interviews are utilised to determine how conceptualisation and editorial climate, combine to effect message decoding and image interpretation.
Semiotic ambiguity has been optimally utilised in advertising for some time, whether intentionally or unintentionally, in effecting parallel segmentation in mainstream markets and the gay subculture, with single advertising executions.
This technique presents extrapolation opportunities for advertisers in complex markets, characterized by fragmented audiences and economically depressed conditions.
This study draws on multiple perspectives to investigate the causal effect of ambiguity in image interpretation in advertising, and how its use in conceptualisation can become increasingly important in the contemporary 'adscape'.
Sessions on creativity & cultural diversity
 Yvonne Koert co-creator ABC, Avans Hogescholen, Netherlands |
Yvonne Koert graduated from the Erasmus University in 1985 in Business Economics. She started her career as a Sales Manager with IBM in the Netherlands. Later on she worked with Shell for 12 years, starting out as a crude oil trader, moving on through retail, planning, management and became a director of retail education in Shell. Meanwhile, she achieved a master in communication in 1996 and in psychology in 2002. In 2005, she switched careers and joined Avans University of Applied Sciences as a teacher. In 2008 she started to work on a new 4 years program on innovation called ABC (Advanced Business Creation) within Avans, a programme that was accredited and began in 2009. In 2009, she also started a 4 year PhD programme in pedagogy with a focus on teaching creativity within the context of the cognitive load theory. |
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Born in 1970 in Athens, Georgia Miliopoulou graduated from the department of Philosophy, Pedagogy and Psychology of the Aristotle University of Thessalonica School of Philosophy, in 1991.She started to work as a Copywriter and, later on, as a Creative Director in advertising agencies based in Athens including Gnomi/FCB, Leo Burnett and ADEL/Saatchi & Saatchi, handling accounts such as Fiat, Diageo, Philip Morris, and the 3rd EU Support Framework. Her work has been distinguished within the framework of the Greek Advertising Awards' Festival in particular. In 2002 she returned to University and got a Master's degree in Cultural Studies from the Panteion University of Social and Political Sciences and a best performance scholarship from the National Scholarship Foundation. In 2008 she finished her Ph.D. thesis (with a 10/10 grade), entitled: "Narrative & Symbolic Brand Identity: Contemporary consumer trends approached through the socio-cultural role of brands in the Greek Market". |
 Georgia Miliopoulou Teaching Associate & Researcher, Panteion University, Greece |
| Since 2002 she works as a Communications Consultant and has taken part in various projects including the Coca-Cola Hellas campaign for the 2004 Olympic Games and for clients such as Diageo, Unilever, Seat, OTE (the former national telecommunications foundation) etc. She also teaches: Creative Copywriting and Creative Strategy at the department of Communications, Media and Culture of the Panteion University; Professional Writing Skills at the National School of Public Administration and Creative Writing Skills at the Greek National Institute of Communication. She is also a Teaching Associate within the Postgraduate program of Media Psychology, in Panteion University. | |
 Frances Illingworth Global Recruitment Director, WPP Group, UK |
Frances Illingworth is the Global Recruitment Director for WPP. She is responsible for executive recruiting for WPP's operating companies globally. Additionally, Frances is responsible for talent management, retentions strategies and graduate recruitment which includes the gold standard WPP Fellows Programme. Frances began her career in marketing at Spillers Foods after reading History at Manchester University. After four years on the client side, Frances moved to the agency world joining Bates, Lintas and Leo Burnett. She was responsible for managing major multinational clients, including Procter and Gamble, Nestle and Unilever. In 1997 Frances joined an executive search company, recruiting senior level leadership in media and communications. Frances joined WPP in 1999 as their Recruitment Director and since then has built the international Talent Team who works with WPP companies to identify, recruit and develop senior leaders. |
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Evert Ypma is a designer, strategist and identity researcher. He studied design at design schools and universities of art and design in the Netherlands: Grafisch Lyceum Zwolle; BA Willem de Kooning Rotterdam; MA Post St-Joost Breda. He worked as a corporate designer at MetaDesign Berlin; for the well known Rotterdam- based designer Rick Vermeulen and cooperated with Traast & Gruson in Rotterdam. Since 2003 he lives and works in Zurich where he graduated at the University of Applied Sciences Northern Switzerland in corporate identity and design management (MAS). In 2005, Evert set up the international oriented postgraduate programme on corporate design, which evolved into the contemporary Multiplicity & Visual Identities postgraduate programme and think tank. |
 Evert Ympa Head postgraduate studies Corporate Design, Zurich University of the Arts, Switzerland |
| He is a teacher at the Basle University of Art and Design in the MAS Design Art + Innovation and is a guest lecturer at various universities of art and design in Geneva; Bauhaus Kolleg in Dessau; Dubai; Lahore and the Netherlands. He also organises expert meetings and conferences and besides his research and education activities acts as a consultant in corporate identity for medium and large institutions and companies. | |
 Anneke van der Voort-Kruk Lecturer Marketing, NHTV Breda University of Applied Sciences, Netherlands |
Anneke van der Voort-Kruk is a marketing communication and public relations specialist with over a decade of international experience in the industry, gained through strategic and operational roles. She worked both as Regional Manager and in consultancy positions. She completed a Master's Degree in Marketing Communication in 2004. Since 2005 she has been working as a Lecturer in Marketing at NHTV Breda University of Applied Sciences in the Netherlands. She lectures Marketing, Marketing Communication and Sales Management and is involved in several international projects. |
