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c 9.15             

MEETING! Accreditation of participants and guests of the festival. Light positive charge on the way to LEVEL UP

10.00 - 10.20

OPENING OF THE FESTIVAL by Irina Narkevich, the deputy of Minister of Trade of The Republic of Belarus and Alena Ustinovich, producer of White Square festival, director of Belaya Karona communication agency, Belarus



10.30 - 11.30

Dmitri Apolenis, Creative Director, Sergey Shima, Strategist, Aida Pioneer, Belarus

Topic: Brand strategy: from stimulus to symbol.

How to overcome the brand gap with the help of key metaphors.

11.40 - 12.30

Vera Zvereva, Art Director at Depot WPF, Russia

Topic: How branding influences sales: not just beautiful pictures.

12.45 - 13.35

Nicola Rovetta, Creative Director at Golin, Italy

Topic: 10 things you need to know to save your company's communication.

How to choose the correct channels, the correct message and the correct kind of agency in today’s ultra-fragmented and hyper-specialized context.

13.45 - 14.35

Ralf Kostgeld, Creative Director, Executive Board Member at AMMARKT, Switzerland

Topic: Europe's strongest currency: ideas   

14.45 - 15.45

Darius Kisielius, Creative Director at Libre, Lithuania

Тема: How to get the most from your agency?

Every creative project is a journey and a relationship between the client and the agency. Sometimes we enjoy it, sometimes it hurts – how to make it? When to push back and when to give in?

16.00 - 17.00

Amanda Benfell, Director of Communications at The Gunn Report, Great Britain

Topic: World trends in advertising. Innovations + Creativity = Effectiveness.

Presentation of results of The Gunn Report 2015.  

17.15 - 18.15

Karambol company in association with MAKSIVISION presents

TALK SHOW: Who feels good in crisis?

Do crisis and business rhyme? What should you take off the sofa not to get It fat? Man… Woman… what’s the difference in crisis?   

Speakers: Pavel Daineko, General Director at Business School IPM; Yuriy Zisser, Founder at TUT.BY; Alexander Knirovich, Co-founder of Sarmat-STI; Valeriy Borodenya, Deputy of House of Representatives of National Assembly of the Republic of Belarus; Irina Shkutnik, Managing partner at Maksivision; Olga Soroko, Founder, Director at Pin Gvin; Nadezhda Circun, Member of Board at Belarusian Republican Society of Psycologists.



11.00 - 12.30

Press-conference devoted to opening of VIII International marketing and advertising festival White Square.

Initiatives of ACMA. Synergy of opportunities. New levels of collaboration.

Presentation of Association of Communication and Marketing Agencies of Belarus.

Dominic Lyle, Director General at European Association of communications Agencies, Belgium

Topic: How to win Effie? Show of best cases. 

12.45 - 13.35

Initiatives of ACMA.

Inna Gavrilchik, Consultant of the Governance of protection of consumer rights and control on advertising of Ministry of Trade of the Republic of Belarus, master of law, Belarus

DIALOG PLATFORM. New questions – official answers. All about Legislation of advertising in the Republic of Belarus in open dialog with accredited participants of the festival. 

13.45 - 14.35

Lola Tehver, Director of Estonian Association of marketing and communication agencies, Estonia

Topic: E-estonianVirtual Reality or Real Virtuality?

It’s not a parody on Estonian accent but quite a real opportunity to use virtual privileges.  

14.45 - 15.45

Yuriy Motrich, Founder, Director, Animator atMokastdio animation studio, Ukraine

Topic: Animation in advertising.

Animation as one of the most effective tools for promotion of products and services. Advantages of its use in solving of marketing tasks on example of successful cases from real practice.

16.00 - 17.00

Denis Shlesberg, Executive Creative Director, Co-founder at Artonica, Russia

Topic: Three dimensions of corporate brand: supplier, partner, employer. How to achieve synergy?

17.15 - 18.15

Evgeni Unov, Creative Director at Primary JWT, Belarus

Topic: Message under message.

Meta sense of advertising campaign. What we actually tell them. What they actually hear.



10.30 - 11.30

Show of entries and cases of VIII White Square festival

11.40 - 12.35

Vladimir Mogilevets, Creative Director at Figital  Manufactory CLAB, Belarus

Topic: Big Boys Toys: toys for a marketer. Can entertaining technologies, used in advertising, be turned into real marketing tools.

12.45 - 13.40

Oleg Kiriluk, Head of J Lab group of companies, Belarus

Topic: New opportunities of mobile technologies in marketing.  

13.45 - 14.35

Tatiana Lisitskaya, Director at MASMI, Belarus

Topic: I’m watching you, or I-tracking method in testing of advertising.

14.45 - 15.45

Nataliya Krashevskaya, Managing Partner at Drive Media, Belarus

Topic: Era of minimization of budgets. Step up from big budgets to effectiveness.

How to turn from “catching imagination” campaigns to solving concrete customers’ tasks and to achieve twice bigger effect for the same money? It’s simple: you just need to move beyond the standard, find something unique and ... apply immediately. 

16.00 - 17.00

Anatoliy Klimchuck, Director atARTOX media Moscow, Russia   

Topic: Listening and analyzing Internet. Tendencies and challenges of 2016.

Evolution of brands and its contractors during social media data processing: from text to emoji.    

17.15 - 18.15

Marten Meijboom, Copywriter at The Oddshop, Ramin Bahari, Art-Director – Co-founders of Young Dogs Worldwide, the Netherlands

Topic: The power of puppy eyes

Hey young creatives! Stop begging for jobs. And get CD’s to fetch YOU coffee! Win a million awards to bury in your back yard. How? Easy, just SIT, listen to awesome presentation of Young Dogs Worldwide!

It’s hard to make a name for yourself in the creative industry. To change that, two young creatives founded the YoungDogs in the Netherlands 25 years ago. Serving as the main stage for young creative talent. Since then the Dutch YoungDogs have connected thousands of creatives to companies and agencies all around the world. Inspiring all of them to follow their hearts. It’s time to share our knowledge. That is why we’re giving each country the tools to start their own, local YoungDogs program. Creating a worldwide network of YoungDogs.

20.00 - 02.00     

GALA PARTY “MUSIC2” – opening party of the festival, show program, buffet. Overtime Club, Pobediteley, 4. For accredited participants and guests of the festival. 






с 9.45

Accreditation of the participants of the festival



10.00 - 11.00

Ekaterina Sakovich, Director, Ilya Kukharev, Creative Director, getbob digital agency, Belarus

Topic: To be continued, or How to extend and develop communication via several channels.

Do ideal combinations of offline and online tools exist? Is it worth it to invent new roles for usual channels? Will the world survive without integrated campaigns? The presentation is based on a true story.

11.15 - 12.15

Luc Chénier, CEO, Founder at TITANIUM Global, Ukraine/Canada    

Topic: Launching & growing a successful communications business during a period of conflict and recession.
It’s hard enough to launch a business when the competition is now global due to the online climate and clients are increasingly and constantly tendering and looking for a ‘better deal’.  But imagine launching during a period of conflict and of major recession on top of that?! During this presentation, Luc Chénier will demonstrate his ‘Secret Sauce’ that helped his start-up not only grow, but thrive under these pressures by focusing on key elements that most miss or simply do not apply. Take your business to the next level, by using the obstacles as your advantages against your competition as well as creating urgent needed value for your potential clients in order not to tender but to choose and even refuse business.  

12.30 - 13.30

Bartłomiej Walczuk, Associate Creative Director at 180heartbeats + JUNG v. MATT, Poland

Topic: The Art of Case Study, and Why you started to like testimonials. 

13.45 - 14.45

Matija Vujovic,CEO, Creative Director at Kitchen, Czech Republic

Topic: Serving Creativity.

How do you cook? First, make sure you’re hungry. Then write down a strategic shopping list. Source the finest, wholesome digitally-nutritious ingredients. Chop, peel, boil and fry to extract the most from the raw flavours. Keep stirring with passion and craftsmanship. When you think it’s done, take a spoon. Is it lick- able? Is it click-able? Now add some UI spices that interact with the palate. Season it for a more memorable byte. Then serve it out on a beautiful platter where it looks as good as it smells. See it. Smell it. Taste it. Share it. That’s our food for thought. Come see the Kitchen chefs in action to learn how the rules of creative cooking can as easily be applied to transform humdrum online projects into steaming hot, award-winning digital delights. Bon Appetit!   

15.00 - 16.00

Denis Trusilo, Art Director atPocket Rocket Creative, producer of Art-Picnic FSP, Belarus

Topic: Innovative integration of brands into public events.

Analysis of effectiveness on example of world and local cases.    

16.15 - 17.15

Andrey Dligach, General Director at Advanter Group, leading expert of Ukrainian Association of Marketing, candidate of economic sciences, Ukraine

LEVЕL UP! Strategies. How to improve competitiveness of brand when entering foreign markets. 

17.30 - 18.30


The show is presented by Joe Brooks, Director of Global Growth of Epica Awards, France

The International Epica Awards showcase is a compilation of the 2015 film winners. This terrifically entertaining film brings together the best ads voted by the world's advertising trade press. Epica on Tour will travel the world visiting Sydney, London, Paris, Stockholm, Moscow, New York, Milan, Istanbul, Bogota and Minsk at White Square festival. 



10.00 - 12.15

Initiatives of ACMA.



The show is presented by Ivan Churilin, President of ABC show in Russia  

Round table on questions of effectiveness of social advertising in The Republic of Belarus

Irina Barishnikova, the Head of Department of protection of consumers’ rights and control on advertising of Ministry of Trade of The Republic of Belarus   

Tatiana Lisitskaya, Director at MASMI, Belarus. Results of the research on effectiveness of social advertising for recent couple of years.   

12.30 - 13.30

Tatiana Ignatovskaya, Law companyStepanovski, Papakul and partners, Belarus

Topic: What Belarusian companies need to know to promote their products on international markets.    

13.45 - 14.45

Alexander Shevelevich, Executive Producer at KINO Production, Belarus

Topic: Production: who are these people and why there are so many of them?

Why it happens that clients like idea and script but don’t like ready film? Which problems can appear on the way from text to going on air? How to avoid disappointment in the end of this way? Let’s decide this together.

15.00 - 16.00

Olga Oleinik, Creative Director, Co-founder at AVC, Victoria Kovalevich, Development Director at AVC,Belarus

Topic: Revision of brand’s visual strategy.

How do reduce the distance between your brand and the audience, to create space for its harmonious collaboration?

16.15 - 17.15

Andrey Gornov, Creative Director at Getbrand,Russia  

Topic: How to enter Russian market and successfully compete with mega brands.

18.45 - 21.00


In devotion to Year of Culture in Belarus:

POETIC CONCERTS “Best  poets of our days work in advertising agencies”.

Participants: Vlad Vasyuhin (Moscow), Andrey De (Kiev), Sergey Pilatov (Saint-Petersburg), Alexander Kulinkovich (Minsk), Alesya Chebotar (Minsk). Poetry of Igor Biryukov, Alexey Gusev, Ivan Kvasov and Dmitriy Makarov will be presented by Minsk actors. Guitar: Evgeniy Belonovich.    



09.30 - 10.30

Young Creators Contest. Open presentations of finalists. Social advertising in Belarus. Case on promotion of healthy way of life is offered by Ministry of Trade and National Academy of Science of Belarus. Partner of the contest – company “Modum”.   

10.30 - 11.30

Morning tea with Vlad Vasyuhin, Russia 

Famous Moscow journalist Vlad Vasyuhin will present his book “Creative Kitchen”. Author’s interlocutors – leading copywriters, designers, directors, businessmen – will share their creative energy.

11.35 - 12.15

Sergey Pilatov, Chairman of Coordination Council of advertising of the CIS, Russia

Presentation of the festival of territorial marketing Open Volga.  

12.30 - 12.45

Kyril Lashchenko, Director at Digital Sail /CEO at IAB Belarus

Topic: IAB Belarus: Belarus on the world map of digitaladvertising.

Why did the market players unite in IAB Belarus. What are the aims and plans of Association for 2016. Belarusian online market trends: changes in structure of digital market, TV advertising, mobile, interactive, Adblock.    
12.50 - 13.30 

Eldar Sokolov, Editor-in-chief at Sostav.ru, Russia          

Topic: Russian advertising without rose-colored glasses.

Analysis of reflection of crisis on Russian media market. 

13.45 - 18.30


Presentations of representatives of Belarusian media market non-stop.   

13.45 - 14.00

Denis Molchan, Director at BelVneshReklama, Belarus

Topic: The new in outdoor advertising.

14.05 - 14.30 

Nadezhda Artuganova, Client specialist at Rabota.tut.by, Belarus

Topic: Breaking the stereotypes: "non-job" advertising on RABOTA.TUT.BY. Cool cases.
14.35 - 14.50

Yuriy Tsarev, Konstantin Yumanov, Editors of music programs at radio MIR, Belarus

Topic: How to see what you can’t hear.  

14.55 - 15.10

Nataliya Pleskach, Curator of project Narodnoye Radio, Belarus

Topic: Right marketing: first “whom”, then “what”. 

15.15 - 15.30

Victoria Medvedeva, Director of sales at BelLiftReklama, Belarus

Topic: Lift as a reliable tool to pass the offer to the customer.  

15.35 - 15.50

Ivan Baikov, Director at BelRosReklama, Belarus

Topic: Multimedia in metro attracts attention. 

15.55 - 16.10

Sergey Tatarchuck, Director at Druk-S, Belarus

Topic: Creative solutions for your business.   

16.15 - 16.30

Alexander Karnauh, Commercial Director at VTV, Belarus

Topic: What’s this world coming to, or Three and a half secrets of advertising sales on radio and TV.

16.35 - 16.50

Alexander Ozhinskiy, Program Director at Humor FM, Belarus

Topic: Radio advertising - realities, opportunities and prospects.

16.55 - 17.10

Ivan Tolkachev, Head of special projects at TUT.BY, Belarus

Topic: Native advertising – current trend in media advertising. 

17.15 - 17.30

Maxim Subbotin, CEO at Georeklama.by, Belarus

Topic: Geo-targeted advertising. Technologies and abilities for agencies and clients.
17.35 - 17.50

Topic: 6+: How do new business and educational formats charge children and adults with success.

Presentation of IMAGURU.   

17.55 - 18.10

Dmitry Sokolov, Founder, Commercial Director at BelMarshrut TV, Belarus

Topic: Target audience - the main decision in choosing a media channel. 

18.15 - 18.30

Pavel Ambrushkevich, Head at Rentalpro, Belarus

Topic: Use of software systems for demonstration of video content in outdoor and indoor advertising. 




с 9.45             

Accreditation of the participates of the festival



10.00 - 11.00

Ivan Ponomariov, Creative Director at NEF \ TBWA, Belarus

Topic: Creative economics, or Find a way to sell.

Where is the border between creativity and business today and is this border needed at all.   

11.15 - 12.15

Tommaso Mezzavilla, Executive Creative Director at HAVAS WORLDWIDE Digital, Italy

Topic: Who stole creative soul. 

12.30 - 13.30

Gabriele Corazza, Head of UX Design, DigitasLBi, Italy

Topic: Social DNA.

How to make digital transformation of brands and to build digital platforms that allow a brand to have a direct and personalise communication with its customers.



10.00 - 11.00

Artem Sinyavskiy, Creative Director, Partner, Ekaterina Mashkova, SMM Director, Marvelous, Russia

Topic: If everyone runs, should I run as well?

All brands seek to social networks, but not all of them understand exactly why they need to go there. How to understand which social network suits your brand, how to represent your brand there and how to estimate the effectiveness of being there?   

11.15 - 12.15

Denis Keleberdenko, Creative Director at BBDO UKRAINE, Ukraine

Topic: The end of era of digital communications. Digital is now everywhere.

In modern informational world there are no other channels of communications except for Idea. And Idea is inseparably connected with everything people interact.  

12.30 - 13.30

Iliya Lazuchenkov, Managing Partner at Plenum Brand Consultancy, Russia

Topic: Bit brands in small details. How to make it work.  

13.45 - 14.40

Ionel Lehari, Creative Director at Identity, Estonia

Topic: Globally local. The role of heritage in contemporary design.   

14.50 - 15.45

Irina Shmidt, Design Director, Nataliya Medvedeva, Creator, DEZA, Russia

Topic: Re-branding is in the past. Meet Refresh!  

16.00 - 17.00

Thomas Kolster, Director at The Goodvertising Agency, Denmark

Topic: Goodvertising - A New Way Forward For Advertising.  

Advertising is being fundamentally challenged. Forward-thinking brands are turning away from empty sales pitches and snappy jokes to conversations about what matters to people and planet like water scarcity, unemployment and online privacy. In a radical transparent world there’s no room for self-serving brands. Through global examples Thomas will show how brands are turning challenges into success stories where profit goes hand in hand with people and planet, which he dubs: Goodvertising.  




10.00 - 11.00

Sergey Filazapovich, Creative Director, Artem Cheley, Creative Director, TDI Group, Belarus/Russia

Topic: Beautiful and fluffy stories from TDI Group. 

11.15 - 12.15

Kirill Balakhtin, Business Development Director at Buzzoola, Belarus

Topic: Native Ads – the way to users’ hearts through friendly advertising.   

12.30 - 13.30

DISCUSSION PANNEL. Agency and client: marital relations or warring sides?

Moderator: Maxim Lazebnik, Executive Director of All-Ukrainian Advertising Coalition, Ukraine

With participation of Sergey Metto, director at Onega, Alexander Kapelevich, Dmitriy German, Managing director at Aida Pioneer Group, Petr Popelushko, CEO at SMG.  

13.45 - 14.40

Oleg Besarab, Executive Director at AIR MEDIA/MEDIAINSTINCTGROUP, Russia

Topic: Media tenders: pros & cons and possible reefs.   

14.50 - 15.45

ABC show/ Collection of the best advertising films in the world according to The Gunn Report, international advertising festivals Cannes Lions, Cristal Festival, Clio Awards and others.

The show is presented by Ivan Churilin, President of ABC show in Russia.       

16.00 - 17.00


Everything about the judging except for its results.   



17.30 - 20.00



20.30 - 04.00

“BONUS LEVEL” – CLOSING PARTY OF THE FESTIVAL, show program, buffet. Café-club “Gray”, Internatsionalnaya, 33. For accredited participants and guests of the festival. 

 * The program might have changes or editions. Follow all the news on adfest.by


We are glad to invite your company to take part in the festival. For this you need to fill in application form and send it via info@adfest.by, or to fill in the application online on the website. Participation fee for one person is: before March 18 - 250 USD + VAT; after March 18 - 270 USD + VAT.