fbpx
24/01/2020 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

Reacties

reacties

Related Posts

What some people don’t get about this year’s Oscar controversy… again:

23/01/2020

23/01/2020

This article takes a critical look at the Academy Awards and its lack of diversity even in 2020.

Heads up toward a new decade, folks! 2020 is all about change… says the UN

22/01/2020

22/01/2020

The SDGs are seventeen sustainable development goals created by the UN. Cecilia tells you all about it and explains why procrastination for the UN and for the seven billion people on earth is no longer an option.

Dis/connected: A Portrayal of Today’s Digital Addiction

16/01/2020

16/01/2020

In this new photo column, photographer Gilda Bruno tried to capture the tangible consequences of technology dependency by looking at...

What Parasite teaches us about the poverty gap

15/01/2020

15/01/2020

The Korean movie Parasite got an 8-minute standing ovation at the Cannes film festival, but what kind of story warrants such a reaction from the public?

A Cautionary Tale Gone Wrong: When Screens Meet Teens

14/01/2020

14/01/2020

Emma writes about why everything goes badly wrong with popular teen shows these days.

Talkshow-oorlog leidt tot talkshow-moeheid

13/01/2020

13/01/2020

In dit artikel blikt schrijver Jorrit terug op de eerste week waarin twee nieuwe talkshows van start gingen. Hoe doen Jinek en OP1 het én wat voor zin heeft het allemaal als de kijker talkshows steeds minder interessant lijkt te vinden?

TikTok: The new political tool?

12/01/2020

12/01/2020

TikTok: from user-created entertainment videos to a platform for political protests in China

The Medium Experience: From a mid-life crisis at 20 to a writer at Medium

09/01/2020

09/01/2020

Have you ever wondered what it’s like to be part of Medium? Rita shares why Medium has been refreshing in a world in which journalism is claimed to be dead.

Becoming Your Own Life Coach – The Good Psychopath’s Guide to Success

08/01/2020

08/01/2020

In the light of the new year, Andrada takes a look at the book meant to help you achieve any resolutions.

The curses of information overload: a letter from the Editor-in-Chief

08/01/2020

08/01/2020

Do you feel like you're being wasteful when taking a break? Dalis describes how one book on media massively reduced stress in her daily life.

What I have learned in 2019: it is okay to open up

31/12/2019

31/12/2019

As 2019 draws to an end, Margarete Schweinitz takes a look at the valuable lessons she learned this year.

Documentaire ‘Ik ben influencer’: over het onbegrip, de vooroordelen en de oppervlakkigheid van een opkomend beroep

23/12/2019

23/12/2019

Een nieuwe Videoland documentaire duikt in de glamoureuze - maar donkere - wereld van populaire Nederlandse ''influencers''.

WONDR – The playground for adults

23/12/2019

23/12/2019

Step into the magic world of WONDR, the most instagrammable playground in the Netherlands...

Discussion with Megan Twohey: why the #MeToo movement has not gone far enough

22/12/2019

22/12/2019

On December 3rd, New York Times and Pulitzer Prize winning journalist Megan Twohey joined the University of Amsterdam’s Room for Discussion to give students an inside scoop on the story that kick-started a movement.   

The excessive fandom of K-pop

22/12/2019

22/12/2019

Fandom has been around as long as people have been famous. In K-pop however, the fandom deploys quite some controversial methods of following their heroes.

EnjoyInstagram

www.eskisehirescort.asia | www.escortantalyali.com | www.mersindugun.com