Эпоха двойственности: как брендам и людям не потеряться в трендах
About the lecture: You will learn how opposing trends emerge simultaneously and why this disrupts stereotypical brand promotion Who this lecture is for: Strategy professionals Creatives, social media managers, and anyone who produces content for brands Influencers and independent creators Business owners, to understand the current marketing trends Anyone who wants to understand modern trends and learn how to work with them You will learn: What opposing macrotrends already exist Why their emergence disrupts the old paradigm of advertising strategies What metrics to use to find the ideal trends for you or your clients How famous brands are already implementing 2026 macrotrends Why campaigns with a single trend work for some and fail for others How to use dual macrotrends to ensure they work in business Lecture author: Alexander Chizhikov – Strategy Director SOCIALIST Evgenia Lysenko – Strategy Director, Perfluence Author Bio: Alexander Chizhikov – Strategy Director, SOCIALIST Experience ● 20 years in advertising in Russia and EMEA, including Ogilvy and Young & Rubicam ● Proprietary framework for SMM strategies for top brands ● Proprietary methodology for ESG research, Brand Activism Navigator ● Author and curator of courses for HSE University and Wordshop ● Member of the AKAR Influencer Marketing Committee ● Jury member of the Silver Mercury and OSNOVA festivals Evgenia Lysenko – Strategy Director, Sberseller Experience: ● Ranked first in the AKAR ranking of the most awarded media managers for five consecutive years (2019-2023); ● Winner of prestigious advertising awards and festivals: Cannes Lions (silver, bronze), Warc Technology (silver), Effie Global (gold). ● Evgenia is among the top 5 "Best Marketing Directors" in the "Top 1000 Russian Managers" rating (2024); ● Member of the Interactive Advertising Development Association (ARIR); ● Regular speaker at leading conferences such as NRF Regions, NRF'8, AdIndex Digital Brand Day 2024; ● Jury member of the Red Apple, White Square, NPBC, Effie Russia, E+ Awards, and Silver Mercury festivals. Course "Brand Strategy: How to Develop Powerful Strategies That Work" https://madscourses.com/courses/worka... #strategy #brandstrategy #mads #madscourses
