Eighth Intercontinental advertising Cup Finale and Creative Summit: “Don’t be a mediocre Advertiser.”
On March 5th, 2015, The 8th Intercontinental advertising Cup Finale and Creative Summit, took place in Ljubljana at The Grand Hotel Union. It was an all-day event, organized by Jure Apih, and featured creative minds from 4 different continents. The event’s much anticipated debate included both experts and students alike.
The debate began with a request from Filip Dobranić, the European Universities Debating Championships ESL Champion and Web Strategist at advertising agency Luna. For each of the participants he gave a statement, which was then followed by an open and heated debate with a wide range of topics, from the history of advertising to brands, communities and advertisings, to the need for advertisers to adapt to their clients.
Sara Mlakar from ALUO made an excellent point, saying, “Advertising is essentially trying to sell us something and that is not a bad thing.” The problem with advertising, she explained, is that it treats people as nothing but consumers. “We don’t want to be mediocre advertisers, scaring consumers with pop up ads on their computer, telling them their computer will crash unless they buy some software.” This led to a heated discussion about the morality of big companies and it became a fire storm when Anže Miklavec from Equa and Žiga Vrtačič from Danes je nov dan, disagreed about Apple Computers’ impact and strategies and the debate quickly got off topic.
Luckily, just as quickly as it went off topic, moderator Filip Dobranić brought the discussion back on point with the question, “Is there a way for us to see a commercial and know that it is honest?” To which most of the participants believed that there was not. Petar Puntijar from the Faculty for Economics Zagreb stated, “You don’t have to be honest in advertising. You have to be honest in value building.” Stressing the need to give customers the value they are looking for. This glimpse into the future of advertising was both heartening and educational, with a promise of a morally better future.
Leeanna Whril, EFnews
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