ZKDP being an official partner of INMA/OPA conference in Krakow (Poland)

ZKDP being an official partner of INMA/OPA conference in Krakow (Poland)

More than 310 editors and managers of leading news media from Europe and the world arrived to Krakow (Poland) for the annual conference of the INMA/OPA Europe.

From September 29 to October 1 they discussed the future of print, internet, and mobile media  as well as shared their experience in how social, technological and market developments affect consumers and advertisers, and how to meet their expectations.

Among keynote speakers, the CEO of the publishing group Mecom David Montgomery (UK), publisher of the most-read newspaper in the world Dainik Jagran - Shailesh Gupta (India), vice-president of Gannett Digital Media Josh Resnik (USA), vice-president of Google for Southern & Eastern Europe, Middle East & Africa Carlo d’Asaro Biondo (USA), international content director of Microsoft Peter Bale (UK) appeared. The editor-in-chief of Gazeta Wyborcza, Adam Michnik gave opening remarks.

During this three-day meeting speeches were also given by: representatives of The New York Times of the US, El Pais of Spain, Corriere della Sera of Italy, Segodnya of Ukraine, Aftonbladet of Sweden, L’Equipe of France, Independent of the South Africa, Montreal Gazette of Canada and news agency RIA Novosti of Russia.

Also Polish media executives attended the conference as well. In addition to Adam Michnik their experience was shared by the editor of “Dziennik Polski” Piotr Legutko, vice-president of Polskapresse – publisher of “Polska Gazeta Krakowska” Grzegorz Haftarczyk, directors Artur Karda and Tomasz Krawczyk from Media Regionalne (the owner of mmkrakow.pl local news portal) and Jakub Krzych of Krakow, founder of an innovative internet ad network AdTaily.com, which is storming the UK market.

In total conference participants represented more than 100 different newspapers, websites, information services and media companies. They came from almost every country of Europe, as well as from Australia, South Africa, the United States, Canada, India and even Nepal.

ZKDP was proud to be the partner of this one of the most important media events in Poland. As a partner, ZKDP was responsible for organizing the INMA’s Non-Traditional Advertising Competition rewards excellence in marketing and creativity in using newsmedia in the media-mix. In this international contest, more than 70 projects were applied from 30 media houses in 18 countries.
Burda Poland won the first prize in this competition and was followed by Corelio (Belgium) and Agora (Poland).
Burda’s winning project – “Top Gear Communist Challenge” won with over 70 competitors from all over the world. During the winning ceremony, organizers underlined the uniqueness of this action. The project came out to be most creative among other campaigns.

Top Gear Communist Challenge came to life during the final stage of Castrol Professional Academy, where the best 3 teams of students were selected. The teams received an additional task from the “Top Gear” magazine. Each team received different car produced in Poland during the era of communism. Young mechanics were to tune these cars so well, that they could drive a 1000 km long trip around Poland. During the 4 day long trio, the cars drove to different towns around Poland, where meetings with moto-fans were organised. In the last day of the campaign, the “Top Gear” team checked, how well would the tuned cars compare with the new cars produced in the same factories today: Chevrolet Aveo, Fiat Panda, Opel Corsa, Skoda Yeti i Dacia Duster. The coverage of the events was published in next editions of “Top Gear” and the Top Gear’s facebook profile.

The second prize was won by Corelio from Belgium for the ad campaign dedicated to Oral-B – its objective was to change readers’ perception with regards to electric tooth brushing. Corelio used newspapers, websites and TV as the communication channels in this campaign. Third prize was given to Agora forthe “Bee like Avril Lavigne” (new fragrance) campaign. The “Bee Like Avril Lavigne” series contained 9 episodes lasting from several to over a dozen minutes, which integrated product placement and brand integration in a natural way.

The main idea of the competition is to prove the power, innovation and elasticity of the press publishers. The first-ever Non-Traditional Advertising Awards Competition promotes innovation in advertising using print, online, and mobile platforms from newsmedia companies. Specifically, non-traditional advertising solutions (one platform used) or a mix of standard advertising solutions in an innovative way (multiple platforms used) were sought.