MAD Stars day 1 revealed the work that impressed the judges: Day 2 continued to explore AI
Day two of MAD STARS returned to BEXCO, in Busan, South Korea for more inspiring conference sessions and exhibitions, under the theme, AIM: Aim Marketing Success with AI, as well as networking functions at night.
The sessions continued to explore AI’s ever-developing role in the industry yesterday, on day two, as well as topics that guide and inspire the future. Some of these are Suzana Apelbaum’s AI + Creativity; AI…Save My Idea by Park Wannasiri (pictured above), CCO, VML Thailand; the thought-provoking AI Can’t Get Angry, You Can by Pooja Manek, founding member and creative of Talented Agency, Don’t Bring the Donuts and Other Tips on how to Rise the Ranks as a Woman in Advertising by Jordan Doucette, CCO, Dentsu Creative Canada.
Other sessions included Carl Urgino, CD and Head of Art at Leo Burnett Manila, who discussed the creation of the agencies award winning McDonald’s ‘Unbranded Menu’ campaign.
Today’s highlight, the much-anticipated keynote session, How Artificial Intelligence and Creativity Can Fuel Innovation, by Fernando Machado, operating partner, Garnett Station Partners and the famed CMO who led Burger King to glory, will conclude the Conference section of MAD STARS 2024.
Other talks include; TBWA|Hakuhodo’s Senior Creative Director, Masatoshi Usami, “How can an Agency be Innovative? The Shellmet Story”, “Building an Emotional Infrastructure: Behind the Grand Prix-Winning Works” by Mariko Fukuoka (pictured below), Creative Director at Dentsu Tokyo, and 20 Lessons Learned in 20 years of Advertising by Douglas Soares Menezes, ECD, Ogilvy.
It will be followed by the Welcome Reception and Awards Show, where the MAD STARS 2024 trophies and Grands Prix of the Year will be awarded, and the After Party at The Bay 101.
Two highlights of day 1 were the inspiring and informative, Conversation with Executive Jury, where MAD STARS’ four executive jurors took a full audience behind the scenes of the judging rooms, and The Era of AI-Driven Marketing Creativity, presented by Aeri Park, chief executive officer of HSAD in the Republic of Korea at the forefront of high-efficiency communication innovation, leading one of the most innovative digital companies.
Leading the Conversation with the Executive Jury, session moderator, Sangsoo Chong, vice chairperson of the MAD STARS Organising Committee, asked two questions. The first was to choose one keyword that epitomised what the juries were looking for. For Matt MacDonald, chief creative officer, BBDO New York, it was originality. For Suzana Apelbaum, head of creative and innovation, at Google, it was humanity. For Emma de la Fosse, chief creative officer, Edelman UK, it was cultural insight. For Gabriel Lora, VP of Strategy & Innovation de FCB Newlink, it was strategic thinking.
The jurors were then asked to choose the work that impressed them the most. My Japan Railway (by Dentsu Inc. Tokyo for JR Group), AI President (by IMPACT BBDO Dubai and Addition New York for AnNahar Newspaper), What The Fast! (by Leo Burnett Group Thailand for Kungsri First Choice), Fit My Feet (by McCann Gurugram for Buckaroo footwear) and Hidden in Plain Sight (by Leo Burnett Malaysia for Heineken), received this acclaim.
Aeri Park enthralled her audience by taking them into the new world the industry has only begun to understand, a world in which AI is a tool, an ally, and a driver of business success through marketing creativity. Park’s impressive expertise revealed not only deep clues into the powers of AI but also actionable insights.
Find the full MAD STARS Conference schedule here.
The MAD STARS Awards are presented as Gold, Silver, and Bronze trophies as well as Crystal certificates, plus Grand Prix of the Year. Special Awards include Holding Company of the Year, Network of the Year, Agency of the Year, Advertiser of the Year, and Production Company of the Year. The goal of these awards is to encourage the global advertising industry while encouraging world peace and the improvement of the quality of human life.
The MAD STARS Exhibition will run throughout the festival, an opportunity for Festival delegates to view some of the best creative the world has to offer right now, as well as visiting the Networking Lounge and Promotion Booth.
