Creative Circle 2018
How can a brand still use the power of creativity in a time of social responsibility?
Can disruption and provocative messages exist in tandem with equality and sustainability?
How to avoid the green washing communication trap?
What does ‘purpose-driven marketing’ really mean?
"Getting CMOs, creative minds, journalists, agency directors, opinion leaders, CEOs, creators and scientists together in one room to put their heads together and discuss what our shared responsibility is as an industry."
Over the years, Amsterdam has frequently played host to the Epica Awards conference and ceremony – and we’ll be returning again this year.
On November 14-15 the city will host the Epica Creative Circle – under the theme “Will responsibility kill creativity?” – and the Epica Awards ceremony.
It will kick off with a meet & greet dinner at the KIT’s “Tropen” restaurant on the evening of November 14. Many of Epica’s jury of journalists will be in attendance. This will be followed the next day by workshops with brands, agencies and the media on how to hit communications goals and remaining creative while ensuring social responsibility.
The Epica Awards ceremony on the night of November 15 will be a glittering and entertaining celebration of the winning work, attended by winning agencies and clients, the journalists on our jury, and local guests. DJs from our friends Sizzer will spin the party into a frenzy after everyone has picked up their prize.
the KIT, or Royal Tropical Institute is a national heritage building, and a centre of expertise, education and intercultural cooperation dedicated to sustainable development.
The three international keynote speakers for the Creative Circle Amsterdam are consumer psychologist Dr. Cathrine Jansson-Boyd, Guido van Staveren van Dijk from Moyee Coffee and Anthoney Hehir of DSM’s Nutrition Improvement Program.
The first keynote speaker is Dr Cathrine Jansson-Boyd, a consumer psychologist at Anglia Ruskin University in Cambridge. Her research focuses predominantly on touch, multisensory perception and sustainable consumption. She has written two books about consumer psychology and has previously worked with organizations such as Unilever, Cambridgeshire county council, Skanska, Pepsi, and SSL. The synopsis of her talk: In a world where political correctness is a must it is essential to get creative to ensure that marketing messages are effective. It may be tempting to create something that seems ‘edgy’ as it can capture consumers’ attention. However, if a marketing message is perceived negatively then that is what the consumer will remember and associate with a brand. This talk will focus on other ways to be creative in marketing based on psychological underpinnings such as the use of different sensory input and group identity.
4 billion people
Anthony Hehir – the second speaker – is the Director of DSM’s Nutrition Improvement Program, whose mission it is to positively impact public health by developing and implementing effective nutrition solutions and leveraging their expertise and partnerships to reach the 4 billion people at the base of the pyramid. Prior to DSM, Hehir worked as a clinical and public health dietitian in rural South Africa, rolling out an integrated nutrition program for at-risk groups, and overseeing the nutritional support of patients on the national HIV care program. During his talk Anthony Hehir will highlight the challenges for a corporate organization of credibly and creatively balancing the triangle people, planet and profit.
Where is all that money?
The third and final speaker, Guido van Staveren van Dijk from Moyee Coffee, set up tradingcars.com (where he managed to collect millions in financing) when he was 29. Later, new companies followed, with varying success. After a business setback, a fire in his 5000m2 window production factory in Eastern Europe, he came to his senses. He decided to unleash a revolution in the coffee sector and set up the world’s first ‘FairChain Coffee Company’: Moyee Coffee. ‘Coincidentally I came across a website with figures about the coffee industry. I was astonished: how is it possible that the price of coffee has risen 200 percent in the past ten years, while the price that farmers receive is falling? Where is all that money? If Nestlé and George Clooney get to make money with coffee, my Ethiopian partners and I can do that as well.’
The rest of that day features round table sessions concerning the theme: Will Responsibility Kill Creativity? Twenty tables occupied by CMOs, creatives, journalists, agency directors, opinion leaders, creators and scientists, all discussing the nature of our industry’s shared responsibility. The findings of these sessions will be collected as a manifest and shared with the worldwide (industry)press.
Program November 14th
|19:00 - 23:00||Meet and greet journalists over dinner - location Cafe De Tropen|
Program November 15th
|10:00 - 11:00||Opening and keynote speakers plenary to start the day|
|11:00 - 11:15||Break|
|11:15 - 13:00||Round table sessions I|
|13:00 - 14:00||Lunch|
|14:00 - 15:45||Round table sessions II|
|15:45 - 16:00||Break and move to big hall|
|16:00 - 17:00||Round up plenary|
|19:00 - 19:30||Doors open|
|20:00||Epica Awards prize giving ceremony|