Fighting the Cat - ADC Festival 2016

Content is king in marketing. At the same time, the competition of online content has become fiere. "The Battle of content" is the theme of the advertisers' 2016 festival in Hamburg

They speak of war and of heroes and they know how to win attention, and thus the struggle for the scarce resource. Thus, next year’s festival of the Art Directors Club for Germany (ADC) will take place as the “The Battle of Content”. “Everyone talks about content marketing, content is king. But content is also war. War about relevance and attention. And what is the worst, most insidious, most cunning enemy in the fight for the interests of the user? Exactly: a cat video”, said Dirk Lanio, Group Head Digital of the Hamburg agency Grabarz & Partner, which is responsible for 2016’s festival campaign. “You get millions of likes. They are the stars, the team to beat.”

“Who wants to be interesting, has to be more interesting than a cat video. That’s why the cat is the star and the key visual of our campaign for the ADC”, Lanio continued. Once again, more than 15,000 visitors are expected at the ADC Festival, making it the one of the biggest events of the communications industry in Germany.

New Locations

The ADC Festival will be held 20-24 April 201 in Hamburg for the fourth consecutive year. The festival’s large exhibition will be shown at the Millerntor stadium. On 22 April, the music club Grünspan at Große Freiheit will be the new venue for the ADC congress. The awards show and the after-show party will be celebrated in the evening at the former machine factory Kampnagel, a new venue. “I am very pleased that the ADC will be hosting its festival in Hamburg in coming years. Hamburg’s creative industries are an relevant factor for this choice, as major agencies are at home in the Hanseatic city”, said Carsten Brosda, representative of the Senate of the Free and Hanseatic City of Hamburg, at the ADC press conference.

Heroes of Content

On 22 April 2016, the ADC congress will address the issue of “Heroes of Content“. “The most important Key Performance Indicator (KPI) of the future will be the TSB, i.e. Time spent with Brand“, explains ADC President Dr Stephan Vogel. “It is an empirically proven that the willingness to buy and the times spent by users with the digital content of a brand are directly and positively correlated. With simpler words: all those who do not showcase strong ideas in the digital arena, will have Grumpy Cat slap their face.”

Inspiration and insights will be delivered by international speakers, including David Shing (Digital Prophet, AOL), John Mescall (Global Executive Creative Director, McCann Worldgroup), Gabriele Fischer (editor-in-chief brand eins) and Patrick Collister (Creative Director The Zoo / Google EMEA).

The ADC Festival 2016 At A Glimpse

The ADC Festival consists of the following modules: a congress with international speakers, one of the world’s largest exhibitions of creative communication, a future professionals day with and young congress, and the ADC awards Show and after show party.

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