fbpx
23/03/2019 Communication Science news and articles

ADNIGHT you meet the real “Mad Men and Women” of Amsterdam

On the 5th of October this year, the creative industry opened their doors during ADNIGHT. Medium got a chance to visit several agencies and get a closer look.


Have you ever asked yourself why you buy what you buy? What exactly lies behind this attraction or better said who? Yes, we live in a consumer society which influences what we purchase but a part from this fact, there is generally an advertising agency responsible for the charms of a product.  While the famous series Mad Men might have shown some insights into how the advertising world of the 50s worked, the impact of the advertising landscape and the diversity of agencies remain unclear and poorly accessible. ADNIGHT founders aim to change this perception.

This 5th of October I had the chance to immerse myself into the creative industry of advertising and take a closer look at how some agencies actually work.

So, what exactly is ADNIGHT? This unique event on its third edition already, consists of advertising agencies opening their doors one night, to all people interested in getting a first-hand account on what happens backstage. Exactly 41 agencies all over Amsterdam participated, each one presenting their own program to show the audience what they do and why they are the best at it. Each agency in their own way displayed their work but also gave the audience the opportunity to interact with them.

Within the provided time window of 5 hours, I managed to visit four interesting agencies from which I will recount on my experience.

My first stop was The Valley, one of the venues where an official opening took place. The digital agency kicked off with a quiz and after knowing all about bratwurst and bier advertising I set off to my second stop DAWN on Amsterdam-Oost.
The only agency I visited which remains completely Dutch speaking. Their mission as SAN’s 2017 agency of the year, is not to make people want stuff but make stuff people want. To show how they apply this mindset into their projects they offered us a detailed look behind the scenes of the GroenLinks movement. While this talk might seem all politics, the targeted topic was the development of a campaign, in addition to how a team evolved a campaign into a movement and a lesson.

After a 25-min. bike ride I arrived at my third stop TBWA/NEBOKO. One of the biggest communication groups operating in more than 90 countries.  To understand what an agency of this size relays on, three heads of different areas talked about competition, digitalism and shapeshifting. These topics were than additionally boosted through a kind of speed dating environment; A way to talk all night to specialist about particular topics. This is how I met Mr. Slot, Digital Director of Technology who talked me through the challenges that the agency goes through such as shapeshifting as a consequence of the changing media processes, often affecting the culture and the performance of the brands. I found that one could not only discuss content related topics but also bring own ideas to the table for the ones interested in internships.

Because the night was not over yet, I drove back to the center and to my fourth and last stop: J. WALTER THOMPSON AMSTERDAM, Considered to be one of the top 5 agencies worldwide. Here I got to hear the last talk on the role of music in advertising with Amp.Amsterdam’s Creative Director. They not only provided talks on all possible angles in which the agency works, but also offered direct job interviews. An indication of the certainty that they are always searching for new talent. After exploring the office, the music super duo Gerson Main & Freez ensured for a perfect closing.

ADNIGHT is not only growing bigger in size but also in reputation, making new collaborations every year, which exposes the audience to new experiences and increases the potential for networking in the industry. With that said, I’m looking forward to what ADNIGHT has to offer next year.

Cover: Adnight / Final Editor: Mana Stutchbury

225 Total Views 1 Views Today

Reacties

reacties

Related Posts

Where does scapegoating come from?

22/03/2019

22/03/2019

Alvaro found out where scapegoating comes from, and explains it to us in this article. Why do we scapegoat? And what has the Bible to do with it?

Killfies: And You Thought Duckface Was Bad

21/03/2019

21/03/2019

With astonishing numbers in countries such as India and Russia, the 'Killfie' is gaining not only in popularity, but also in casualties. Why do people take such great risks for 'just a picture'?

Onder de loep: De Luizenmoeder

20/03/2019

20/03/2019

Het tweede seizoen van De Luizenmoeder is een aantal weken geleden begonnen. Wat maakt dit programma nog steeds zo succesvol? Medium zocht het uit.

My Podcast and Me: The Intimacy of Podcasts

20/03/2019

20/03/2019

Podcasts; the substitution to TV and radio among millennials. However, the statistics on podcasts listeners are respectively low in the Netherlands. Why are podcasts popular in other countries? And how come that we stay behind?

BNR: Backstage with the Chief

19/03/2019

19/03/2019

Medium Editor-in-Chief Thomas Korver started his internship at BNR Nieuwsradio this year, a very special feat. Thomas is working right along the most powerful people of the Netherlands, but that's quite normal.

CNN and the Metamorphosis of News

19/03/2019

19/03/2019

A comprehensive look at how the CNN used technology to disrupt the media landscape and transform the news cycle

Women’s march: what are we trying to say?

19/03/2019

19/03/2019

The second Woman's March took place on March 9th in Amsterdam. Eva brought her camera and shows us how the participants visualized their message about feminism.

Students of the world: Inaya

18/03/2019

18/03/2019

Students of Amsterdam goes worldwide! This means that Medium didn't interview a student from the University of Amsterdam, but a communication science student from the University of Manchester; meet Inaya!

The Medium Magazine Brexit Podcast

16/03/2019

16/03/2019

Are you following Brexit? We tried to, have a listen!

Audrey Hepburn: The Woman Behind The Icon

15/03/2019

15/03/2019

One week ago the world celebrated International Women's Day. This week Eva commemorated a very special women; Audrey Hepburn.

Students of Amsterdam: Gary

14/03/2019

14/03/2019

Deze maand is tweedejaars Communicatiewetenschap student Gary de 'Student of Amsterdam'. Tegen Medium vertelt hij over zijn reis naar Vietnam, zijn leven in Amsterdam en zijn prioriteiten.

#DOESLIEF: SIRE’s sleutel tot een vriendelijker Nederland

13/03/2019

13/03/2019

SIRE startte de #DOESLIEF-campagne, omdat mensen niet bewust zijn hoevaak mensen nog worden beledigd. Medium zocht uit of deze campagne effectief is.

Review: Russian Doll

11/03/2019

11/03/2019

If you could do it all again, would you? The new Netflix series, 'Russian Doll', explores this idea with a twist.

The Digital Migrant

05/03/2019

05/03/2019

"Water, phone and food." This article takes a look at the crucial role played by smartphones and technology in the lives of migrants.

Suppressed Voices Given a Chance to be Heard: Introducing ‘Looney Radio’

28/02/2019

28/02/2019

This thursday we introduce a very special radio station from Argentina: Radio La Colifata. Opening their doors, Hospital Borda takes the recovery process of the patient to another level.

EnjoyInstagram