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18 novembre 2013 | 16:40

Eurobest coltiva i giovani talenti della comunicazione

Eurobest, il Festival europeo della creatività, offre un programma di training per giovani professionisti attraverso le sue due accademie, Young Marketers e Young Account Executive.

La Young Marketers Academy, sponsorizzata da Mc Cann, metterà a disposizione – si legge nel comunicato – tre giorni di training  per giovani professionisti che operano nelle aziende di tutta Europa, affrontando gli argomenti principali che riguardano la creatività nella comunicazione. Il corso è rivolto ad advertising manager, brand manager, business development manager, communications manager, marketing managers, media manager and sales manager. Gli argomenti principali che verranno discussi durante i corsi riguarderanno i brand moderni, come gestire il processo creativo e i rapporti con clienti e agenzie, l’efficacia della creatività e perchè la creatività rappresenta un motivo di successo per i brand odierni.

Inoltre, un’iniziativa chiamata Young Creatives Competition aiuterà le giovani promesse a farsi un nome all’interno delle aziende.

La Young Marketers Academy è diretta da Alex D’Arte, professore di comunicazione e pubblicità allo Iade di Lisbona e membro del Board of directors dell’European Institute for Commercial Communications Education.

 

Ecco il comunicato in lingua originale sull’iniziativa di Eurobest:

Eurobest, the European Festival of Creativity, will be offering an excellent bespoke and targeted training programme for young professionals through its two Academies – Young Marketers and Young Account Executives; and the Young Creatives Competition will help promising creatives make a name in the industry.

The Young Marketers Academy, sponsored by McCann, will provide three days of dedicated learning for young professionals working for client companies from across Europe, tackling the major issues surrounding creativity in communications. A perfect way for the next generation of client marketing talent to genuinely get to grips with how creativity can be applied to their marketing strategies.The course is designed for advertising managers, brand managers, business development managers communications managers, marketing managers, media managers and sales managers.

The Academy is led by Alex D’Arte, Professor of Communication and Advertising at Iade Lisbon and member of Board of Directors of the European Institute for Commercial Communications Education. Topics covered will include, Why creativity matters for today’s successful brands, Creative effectiveness, The impact of digital, The ‘modern’ brand, and Managing the creative process and the client-agency relationship.

Exclusive presentations will be made to the young marketers by Rodney Collins, regional director Emea of McCann Truth Central; Zoe Lazarus, founder and partner of Lowe and Partners’ cultural and consumer insights unit, Counsel; Matias Palm-Jensen, european chief innovation officer of McCann Worldgroup, Europe; Nir Wegrzyn, founder and ceo of BrandOpus; and Caixa Bank, amongst others.

The Young Account Executive Academy is set to inspire, encourage and equip young account executives to create breakthrough brand communications strategy and encourage creativity. The intense three day training programme will be under the guidance of industry expert Kevin Allen who has been recognised as one of the most accomplished growth professionals having spent two decades at the top of advertising giants McCann-Erickson, the Interpublic Group and Lowe Worldwide. He is now Chairman and Founder of London based business development company re:kap, that counts Burberry, M& C Saatchi, Nokia, Omnicom, Rolls-Royce, Cheil, Smythson and Swedbank among its global clients.

Subjects that will be covered include: a deep understanding of the dynamics and nature of a contemporary brand; the confidence in data interpretation; the elements and dynamics of a breakthrough strategic process; how to write the Killer Brief; how to lead creative development; understanding the uniqueness of the creative persona and how to motivate them; and how to effectively sell great work to all stakeholders. Guest speakers include Tor Myhren, president and worldwide chief creative officer of Grey; Alan Parker founder and md of Lowe Epic; and Gwyn Jones, group chief executive officer,Bbh.

The Young Creatives Integrated Competition is a chance for young creatives from across the continent to showcase their skills to their peers, the industry and the whole of Europe. Teams consisting of two young creatives work to create a unique, eye-catching integrated campaign in just two days. This competition is a challenging test of determination and creative excellence, but is a great way of getting noticed by the industry.

Speaking about these learning platforms, Steve Latham, Eurobest’s director of  talent & training says, these initiatives offer an amazing opportunity to enhance skills. The academies will provide knowledge and insight and into specific sectors of the communications industry, whilst the competition will test and showcase the creative flair of young talent.”