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23 MAY

Sport 2017

Room A

Studio Hrdinů, The National Gallery in Prague - Trade Fair Palace

09:00-09:30
How To Understand Your Fans? Kristian Gotsch Client Services Director EMEA, Two Circles
09:00-09:30

How To Understand Your Fans?

Kristian Gotsch Client Services Director EMEA, Two Circles

Everyone talks about understanding fans. But how do you get actionable fan insights? How do you turn them into action? Let’s have a look at some sport entities that do it right and achieve…

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09:30-10:00
The South Bohemian Hockey Miracle Tomáš Kučera Marketing Director and PR CEZ Motor Ceske Budejovice
09:30-10:00

The South Bohemian Hockey Miracle

Tomáš Kučera Marketing Director and PR CEZ Motor Ceske Budejovice

How did a hockey club emerge from the ruins of a team that used to play at the highest level practically since its establishment in 1928, only to be dissolved by its owners nearly 90 years later and…

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10:00-10:30
Fan engagement doesn't cost a lot of money Edwin Froma Marketing manager, FC Groningen
10:00-10:30

Fan engagement doesn't cost a lot of money

Edwin Froma Marketing manager, FC Groningen

Ranking at an average 7th/8th place FC Groningen belongs to the subtop in the Dutch Eredivisie. FC Groningen occasionally plays in the UEFA Europa League. FC Groningen is a financial healthy club and…

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10:30-11:00

Coffee break

11:00-11:30
Re-fresh T-Mobile's Olympic run Marek Tesař COV, Marketing consultant
11:00-11:30

Re-fresh T-Mobile's Olympic run

Marek Tesař COV, Marketing consultant

How did the Czech Olympic Committee manage to introduce the Olympic run with the help of partners T-Mobile and Czech Radiozurnal? Is it possible to enter the already saturated market of running races…

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11:30-12:00
Going bananas for ping-pong M. Tošenovský, M.Hillová Owner, Event Specialist Leemon Concept
11:30-12:00

Going bananas for ping-pong

M. Tošenovský, M.Hillová Owner, Event Specialist Leemon Concept

The ambition of every sports segment is to attract new and young blood. We went into it like one man. We gave it all. A creative and mostly an effective way. Learn how thousands of children came to…

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12:00-13:00

Lunch

13:00-13:30
Brand Vavřinec Hradilek Vavřinec Hradilek Kayakar
13:00-13:30

Brand Vavřinec Hradilek

Vavřinec Hradilek Kayakar

How does a top athlete see his role? Is he supposed to focus on his performance only? How can you effectively balance between sports and commercial obligations? And does a sportsman have the right to…

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13:30-14:00
COPA 90 - Football as the Gamechanger Philip Mitchelson Marketing Director, BigBalls Media
13:30-14:00

COPA 90 - Football as the Gamechanger

Philip Mitchelson Marketing Director, BigBalls Media

iSport, in other words sports online, has given to sports a new virtual dimension. We could look at it as a threat to actual sports. Or we can see it as a new platform where sports, clubs and sports…

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14:00-14:30
Adidas & Nike: a unique football game Karl Lusbec Senior Key Account Manager, Football at teamup consulting ltd
14:00-14:30

Adidas & Nike: a unique football game

Karl Lusbec Senior Key Account Manager, Football at teamup consulting ltd

How did the Adidas strong leadership in football look like before Nike challenged it? Now new brands such as Under Armour, New Balance are coming into the mix. So what is the future? Can new UAE,…

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14:30-15:00

Coffee break

15:00-15:30
Harnessing the power of sports for brand growth Joachim Lange Founder, Consultant Agency Comasco
15:00-15:30

Harnessing the power of sports for brand growth

Joachim Lange Founder, Consultant Agency Comasco

Sport has experienced a meteoric rise in importance over the past twenty years. What once was a mere leisure activity has developed into a driving factor for technology, media, and brands and has…

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15:30-16:00
Activating Partnerships - SWIX on the Jizerska 50 race P. Lešek, J. Weisshäutel Managing Director Raul, Sales and Marketing Director Swix
15:30-16:00

Activating Partnerships - SWIX on the Jizerska 50 race

P. Lešek, J. Weisshäutel Managing Director Raul, Sales and Marketing Director Swix

Sponsorship is not just a logo on the track and on a jersey. For an investment to actually bring benefit you need to add creativity and activate fans. A case study on the most important Czech race in…

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16:00-16:30
Sport and Beer – what could possibly go wrong? Grant McKenzie Marketing & Innovation Director, Plzensky Prazdroj & Pivovary Topvar
16:00-16:30

Sport and Beer – what could possibly go wrong?

Grant McKenzie Marketing & Innovation Director, Plzensky Prazdroj & Pivovary Topvar

How Prazdroj has learned (sometimes the hard way) to leverage sports to build relevant brand difference.

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16:30-17:30

17:30-18:30

18:30-19:30

19:30-20:30
Shots in the dark - Worst practice Shots in the dark - Worst Practice
19:30-20:30

Shots in the dark - Worst practice

Shots in the dark - Worst Practice

Conferences are similar in one thing, they all tell you “how to”, aka Best Practice. But perhaps people learn from another type of experience: how NOT to. Take a look at the confessions…

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20:30-20:45
Shots in the dark - We see advertising everywhere Markething
20:30-20:45

Shots in the dark - We see advertising everywhere

Markething

Professional deformation, paranoia: if you’re working in advertising, you’re probably looking for advertising messages in everything you see. Surely you are not so naive (as are ordinary…

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20:45-21:15
Shots in the dark - Forbidden fruit Shots in the dark - Ladislav Štastný CEO, Czech Advertising Standards Council
20:45-21:15

Shots in the dark - Forbidden fruit

Shots in the dark - Ladislav Štastný CEO, Czech Advertising Standards Council

Ads that you haven’t seen before. Ads that had to disappear. Every month, the Czech Advertising Standards Council reviews complaints on ads that someone finds objectionable, unethical.…

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21:15-21:45
Shots in the dark - Young Directors Award Jan Kallista Co-owner, Film Kolektiv
21:15-21:45

Shots in the dark - Young Directors Award

Jan Kallista Co-owner, Film Kolektiv

Once again we will show you the best of last year s Young Directors Award. The half-hour montage will take you among the elite of the next generation of filmmakers. This is where major studios and…

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Workshops

Room B

Parkhotel Praha

09:00-10:30
Workshop - Virtual reality for business Jindřich Trapl Partner at Virtoox
09:00-10:30

Workshop - Virtual reality for business

Jindřich Trapl Partner at Virtoox

Technologies brought us virtual and augmented reality. The possibility to move to another time, another environment, creating fantastic worlds and experiences isn’t for Hollywood only anymore.…

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10:30-11:00

11:00-12:30
Seminar - Modern advertising is in flux Ben Leyland Managing Director, Eallin London
11:00-12:30

Seminar - Modern advertising is in flux

Ben Leyland Managing Director, Eallin London

The market and delivery platforms that are available have fragmented beyond recognition, with the explosion of social media driven content, games, VR, to name but a few. This surge of content…

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12:30-13:30

13:30-15:00
Workshop - Behavioral Economics Paul Arnold Trainer, Facilitator and Strategic Planner
13:30-15:00

Workshop - Behavioral Economics

Paul Arnold Trainer, Facilitator and Strategic Planner

Driving profitable behavior change towards your brand (Can you afford to miss out to your competitors?) Behavioral Economics is the study of what actually drives consumer behavior. Sometimes…

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24 MAY

Heroes, Icons, Influencers, Opinion Leaders

Room A

Studio Hrdinů, The National Gallery in Prague - Trade Fair Palace

09:00-09:30
Looking for opinion leaders in online communities Jan Schmid Head of Quantitative Research, Perfect Crowd
09:00-09:30

Looking for opinion leaders in online communities

Jan Schmid Head of Quantitative Research, Perfect Crowd

What does it really mean: opinion leader? Who are they and how can you find them? Is your field suitable for working with opinion leaders? And why do we actually need them? Those are some of the…

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09:30-10:10
"The Krals" of YouTube J. Král, P. Král YouTuber, Manager
09:30-10:10

"The Krals" of YouTube

J. Král, P. Král YouTuber, Manager

Jirka Kral is the most successful YouTuber in the Czech Republic. His sister, also a YouTuber, was recently awarded a prize from the industry. And their lesser known brother Peter is the architect of…

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10:10-10:30

Coffee break

10:30-11:00
How Vodafone works with influencers V. Doleželová, A. Milata Manager for Brand Planning and Integration, CEO
10:30-11:00

How Vodafone works with influencers

V. Doleželová, A. Milata Manager for Brand Planning and Integration, CEO

Vodafone is a brand traditionally very active on social networks. In 2016 it launched a communication platform for young people called #Jetovtobe, with a scope never seen before in the Czech Republic…

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11:00-11:20
The Rise of Destination Marketing through Influencers Jiří Dužár Digital & Strategy manager, CzechTourism
11:00-11:20

The Rise of Destination Marketing through Influencers

Jiří Dužár Digital & Strategy manager, CzechTourism

Jiri will talk about travel brands and how they leverage influencer generated content to engage potential customers via social media. With Instagram and Snapchat being the trending leaders in visual…

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11:20-11:40
Influencing Social Media Brian Cox Vlogger and Digital Media Specialist
11:20-11:40

Influencing Social Media

Brian Cox Vlogger and Digital Media Specialist

Brian will discuss what a modern social influencer is, how to approach social influencers, how to become influential and how to reach your audience. He will use his campaigns with CzechTourism and…

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11:40-12:10
Never meet your heroes Tony Hardcastle Global Creative Director, MullenLowe London
11:40-12:10

Never meet your heroes

Tony Hardcastle Global Creative Director, MullenLowe London

Advertising will offer many things in a career. One of the things it offers is the chance to rub shoulders with some pretty cool people. Sportsmen, actors, musicians. And if you get to a reasonably…

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12:10-13:00

Lunch

13:00-13:30
The evolution of influence Jai Kotecha Head of Digital, Social and Content, Ogilvy London
13:00-13:30

The evolution of influence

Jai Kotecha Head of Digital, Social and Content, Ogilvy London

Marketers have been talking about influence and influencers since the dawn of media. Today’s Social world has turbocharged interest in who, what and where encourages consumers to recognize,…

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13:30-14:00
Heroes Leadership Pancho Gonzales Chief Creative Officer & Co Founder, Inbrax Chile
13:30-14:00

Heroes Leadership

Pancho Gonzales Chief Creative Officer & Co Founder, Inbrax Chile

How the power of superheroes can be applied to the field of creative leadership. Pancho will present some samples of South American heroes.

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14:00-14:30
David beats Goliath - Why even icons would like to be underdogs E. Leriche, F. Martini Advertising and CRM Manager, Creative Director
14:00-14:30

David beats Goliath - Why even icons would like to be underdogs

E. Leriche, F. Martini Advertising and CRM Manager, Creative Director

In the last four years, Dacia sponsorship of Udinese Football Club has become a serial award-winning case history. How? Not using football players as testimonials. Because losers are the new winners.

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14:30-15:00

Coffee break

15:00-15:30
Heldentaten Ricardo Distefano Managing Creative Director, Heimat, Berlin
15:00-15:30

Heldentaten

Ricardo Distefano Managing Creative Director, Heimat, Berlin

How Heimat managed to create hero figures out of everyday people for Hornbach, inspiring an entire range of consumers to go out and do stuff with their bare hands. Ricardo will talk about redefining…

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15:30-16:00
Lavi for sale: online show Vysehrad on a roll Daniel Strejc Producer
15:30-16:00

Lavi for sale: online show Vysehrad on a roll

Daniel Strejc Producer

Lavi is a phenomenon of the Internet. The new television OBBOD introduced its original miniseries about a football show-off, and he immediately became the darling of teenagers. Viewers are seeking …

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16:00-17:00

17:00-18:00

18:00-18:30

18:30-20:30
Best of..
18:30-20:30

Best of..

The best that the jury chose from the shortlist. Showcase of inspiration in the presence of jury menbers and awarded agencies. 18:30 Welcome drink 19:00 Ceremony

20:30-21:00

21:00-02:00
PARTY
21:00-02:00

PARTY

After ceremony party, in legendary Avion club in Heřmanova street.

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Workshops

Room B

Parkhotel Praha

09:00-10:30
Workshop - Why sponsorship doesn’t work without activation Ondřej Gottwald IMCC EACA Chair, CEO Garp Integrated
09:00-10:30

Workshop - Why sponsorship doesn’t work without activation

Ondřej Gottwald IMCC EACA Chair, CEO Garp Integrated

In this workshop you will learn how to lead the process of ordering, creating and assessing a Brand Activation concept in the field of (not only) sports marketing. How do you offer your audience,…

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10:30-11:00

11:00-12:30
Workshop - The way to an attractive and functional visual identity J. Šlégr, L. Jelínek Graphic Designer, Creative Director, Dynamo design
11:00-12:30

Workshop - The way to an attractive and functional visual identity

J. Šlégr, L. Jelínek Graphic Designer, Creative Director, Dynamo design

The art of creating a unique brand and visual style is true science. The fact that everybody knows the five Olympic rings and that the value of this brand amounts to hundreds of millions of dollars…

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12:30-13:00

13:00-15:00
Workshop - The international success of Prague, or how to understand and use social networks? Filip Zikmund Head of Social media City of Prague
13:00-15:00

Workshop - The international success of Prague, or how to understand and use social networks?

Filip Zikmund Head of Social media City of Prague

The workshop will show you how big is the potential of social networks for public institutions. We will explain three main points, without which you cannot do good communication - content, social…

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09:00

10:00

11:00

12:00

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14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

partners

PIAF 2017 is held under the auspices of Prague's mayor Adriana Krnáčová.

Conference SPORT 2017 is held under the auspices of Chairman of the Czech Olympic Committee - Jiří Kejval.