As global agency network Dialogue International celebrates its 25th anniversary, 30 creatives, copywriters, planners, account handlers and digital experts drawn from its 17 agency members met in Madrid on 2-4 June for the annual Dialogue International Forum challenge.
This year’s forum was hosted by Madrid-based agency Social Noise. Following the successful Dialogue Forum format, they divided the delegates into four competing teams – creating multi-national virtual agencies. Each was faced with a live creative brief, with the teams challenged to create a campaign for leading European developer, investor and property and fund manager NEINVER within 48 hours.
The opportunity to transform NEINVER’s outlets into a modern omnichannel shopping brand was presented by the client Jorge Pérez de Zabalza, Regional Marketing Director Southern Europe. After two days of feverish work, the teams were given just 15 minutes to present their ideas to a judging panel of agency chiefs, and the client himself.
The winning yellow team consisted of:
Erwin Fasswald, Graphic Designer from Austrian agency Hartinger
Sophie Colignon, Project Manager from Belgian agency Expansion
Sanna Dehlin, Digital Strategist from Swedish agency Navigator
Fran Travieso, Account Director from Spanish agency Social Noise
Roberto d’Agostin, Copywriter from Italian agency Cookies ADV
Jaime Sorde Fernandez, Creative & Content Manager from Social Noise
Their global campaign ‘Sometimes you have to shop’ dramatized NEINVER’s new highly flexible 24/7 retail proposition, combining physical retail ecommerce and mobile, with major brands and unmatched discounts. From a strong strategic foundation, it embraced all of the traditional marketing tactics, plus the latest digital techniques and virtual reality technology.
NEINVER’s Pérez de Zabalza was deeply impressed by the process and each of the four campaigns presented. He commented: “I am totally amazed by the quality of the campaigns that the team has produced; in 48 hours and from a point of knowing very little about the brand. Each of the groups did a very good job, but the ‘smart shopping’ strategy proposed by the yellow team, and the professional way in which they presented their campaign was a winner.
“It is fantastic to see such talented people come together to create new teams which harness their individual talents for the benefit of a single client. Cross-border insight of this kind is difficult to find in one location and over such an intense period of time, I am very privileged to have taken part.”
The Forum runs each year and is open to brands wanting to develop creative solutions from complex cross-border and multi-channel challenges. Previous Forum campaigns have been adopted by clients such as Corinthian Hotels.
The Dialogue International network comprises of 17 independent agencies, based in 26 countries across Europe, Asia, and the United States. To date, the network has more than 1,000 talented professionals; ensuring clients across the world are provided with unrivalled knowledge of global markets from local perspectives.