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February 25, 2021
BUSINESS

7th edition of Marketing in Direct Conference kicks off on Thursday

The 7th edition of the Marketing in Direct (Marketing Live) Conference – an event that has already become traditional among market communication specialists – will take place on Thursday, September 24, at the Stejarii Country Club in Bucharest, bringing together 13 top industry names. The specialists and 250 participants will debate a topic of significant interest, an answer to the question “Digital marketing or offline advertising?” being sought.
The guests will include Alexandru Israil, who met Jay Conrad Levinson – the father of guerilla marketing – in 2007. Having him as a mentor, he collaborated on the “Guerilla Marketing Remix” book alongside Jeannie Levinson. “In the last 7 years I’ve met in Romania entrepreneurs that understood the importance of marketing, staked on it and won. It’s not impossible to do it, you have to have the right mentality and… a bit of courage.”
This year’s MID Conference will bring back before the participants the founder of the London-based Creative Orchestra advertisement agency, Chris Arnold. “We are all motivated by a good deal but the real key is understanding the audience and consumer psychology. Interestingly, the most effective marketing discipline online is promotional marketing.”
The event will also be attended by Laura Dragomir – Communication Expert and founder of Brainguys – who states that “one of the consumer’s expectations is to tell him a story he would believe and would want to be a part of it.”
Andreea Munteanu – Managing Director Vivid Events – strongly believes that “digitization is the biggest transformation of our time and offline advertisement’s share is currently dropping.”
The topic of this edition will also be tackled from an academic perspective, so Dr. Alin Angheluta, Lecturer at the Marketing Department of the Economic Sciences Academy in Bucharest will channel it toward theoretical concepts: “Online vs. offline advertising is a trick question. Brand construction and development is necessary in order to have long-term success and this usually entails integrated marketing communication.”
Marius Buiculescu – Managing Director Atip Design – will also be among the participants, as a backer of offline advertising: “In the last 22 years of entrepreneurship I’ve collected relevant feedback worthy of being presented. Every day I put into practice something creative in order for a tangible product to result. When I also hit the mark with a confirmed brand associator I feel fulfilled”. Other participants are Mugur Patrascu – Owner iLEO, who considers that “the digital is like electricity. It’s everywhere and all you have to do is come up with new ways to use it,” and Radu Cauc, Partners & Affiliates National Manager Sodexo Romania.
Constantin Ferseta – General Manager Kuantero – will present “10 cool online lessons” and Stefan Iarca – Country Head POSSIBLE – will give priority to quality content: “Content continues to be the King and we have to put it in the right context. Technology can keep the consumer alert and smiling both online as well as offline.”
The creative perspective will be presented by Vasile Alboiu – Chief Creative Officer Lowe Group – who considers that “sometimes it is good to play with the seriousness of the world around us. Who knows?! Maybe we understand more,” while Raluca Dinu – Media&Advocacy Offier UNICEF – will claim that sustainable changes do not necessarily need impressive budgets: “You can do well and bring added value by mobilizing employees, clients and partners because they all want to contribute and benefit from the well-being of the community they are part of.”
Mihai Nasaudean – General Manager Good Afternoon – will close this year’s edition with an analysis of last years’ results meant to improve the future marketing plan: “We are getting ready for 2016. We are analyzing reports and trying to give meaning to the figures that multiple digital or traditional platforms for advertisement, more or less programmatic, offer.”
The event will be moderated by Mihaela Tatu – ANC-accredited trainer – who joins the MID conference for the second consecutive year: “By experiencing Marketing in Direct last year, my interest in this networking and information event in this domain rose. And that is because this is a continuously moving and evolving area of social development. In the current context, questions such as “Digital marketing or offline advertising?” are natural.”
More details can be found on the event’s website: www.marketingindirect.ro.

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