Password 2016 programme in English

Password 2016 connects creativity and business. Estonia’s biggest marketing conference of all time – Password – takes place on March 17-18 2016 in Saku Suurhall Arena, Tallinn. Organizers expect more than 800 delegates. The award gala of the national festival of creativity – Kuldmuna - will also take place in the same place on March 18th.

For the first time in Password’s 17 years long history it is possible to go through the programme in English language, choosing between lectures on the main stage and the parallel sessions. Delegates from abroad are warmly welcome to attend!


17 March 2016

10.00 - 10.45 | Main Hall
How Can Technology Enhance Creativity

Teemu Arina
Teemu Arina

TEEMU ARINA, Technology entrepreneur, management consultant, biohacker, author, keynote speaker and CEO of and Dicole (Finland)

Wouldn't it be great to wake up every morning as the best version of yourself? With the help of quantified self, biohacking and some creative uses of technology, you can take your creativity, wellbeing and performance to a new level. In the presentation Teemu Arina will guide you through a typical day and how you can upgrade everything from start to finish with the help of latest science and technology.

Teemu Arina has a professional career of over 15 years as a technology entrepreneur, author and speaker. He is one of the forefront thinkers on the intersection of the human and the machine, social media, digital work and online learning. He is a Leonardo Award laureate (European Corporate Learning Award under the patronage of European Parliament and UNESCO) for "Humanity in Digitization".

Teemu is the founder of three award winning technology companies, ambassador for Rockstart Digital Health accelerator, founder of Biohacker Center and co-author of the forthcoming Biohacker’s Handbook for optimizing health and wellbeing with technological and biological tools. Mr. Arina is a popular keynote speaker who has presented internationally in countries such as USA, UK, Japan, Russia, the Netherlands, and Germany. He was nominated as the "Speaker of the Year 2015" in Finland.

Jens Oliver Mayer
Jens Oliver Mayer

10.00 - 10.45 | Kuldmuna parallel session
Event marketing seminar

JENS OLIVER MAYER, Managing Director Germany, Jack Morton Worldwide (Germany)

Jens joined Jack Morton in 2013 to oversee the development, growth and operations of the German-speaking market. Jens has almost 20 years’ experience in the brand experience industry and a special passion for integrating live events and the digital world.

Prior to joining Jack Morton Worldwide, he was Managing Director for agencies including Informa Business Communication and IVBC. He has created brand experiences for clients including Accenture, KPMG, Dell, Intel, Esprit, Hugo Boss, Ikea and the German Ministry of Foreign Affairs.

Balder Onarheim
Balder Onarheim

10.45 - 11.30 | Main Hall
What contemporary brain research has found out about creativity? How each one of us can increase their creativity?

BALDER ONARHEIM, Creativity Practitioner and Researcher, Co-founder of Copenhagen Institute of Neurocreativity (Denmark)

Balder Onarheim has a PhD in creativity and is an expert in creativity training. He has lectured about creativity at numerous international universities, including Stanford University and University of Cambridge. Balder originally graduated from the Norwegian Army Officer School, where he learnt to appreciate the importance of good product design during a winter on the Norwegian-Russian border. This interest resulted in Balder obtaining a masters degree in Industrial Design from the Oslo School of Architecture and Design. During this time his curiosity evolved and building on his master thesis 'The Psychology of Design' and experiences with nanotechnology sensors and ambulance aircraft design, he wrote his PhD 'Creativity under Constraints'. This focused on developing strategies for sustaining creativity in over-constrained domains. Today he is one of the founders of CINC – institute devoted to research and implementation of the neuroscience of creativity. He is also an assistant professor at the Technical University of Denmark and an external lecturer at Copenhagen Business School.

José Manuel Velasco Guardado
José Manuel Velasco Guardado

10.45 - 11.30 | Kuldmuna parallel session
Communication management seminar

JOSÉ MANUEL VELASCO GUARDADO, communication consultant and Chair-elect of Global Alliance for Public Relations and Communication Management (Spain)

José Manuel Velasco Guardado has more than 25 years of PR and communication management experience. He currently works as PR consultant and executive coach. He is member of the Advisory Board of the latinoamerican leading PR agency Llorente y Cuenca, CEO of Santos Creativos and Senior Advisor of Thinking Heads. José is also member of the Global Alliance for PR and Communication Management board since June 2013 and is the Chair-elect since June 2014.

In the past, José has worked as Head of Communications at the construction and environmental services company FCC, the energy company Unión Fenosa and the Spanish State-owned railway company (Renfe). Prior to joining Renfe, he worked as a journalist for print media and radio broadcasters.

James Hurman
James Hurman

11.30 - 12.00 |  Main Hall
The Case for Creativity: Two Decades' Evidence of the Link Between Imaginative Marketing and Commercial Success

JAMES HURMAN, Founder and Principal at Previously Unavailable, author of "The Case for Creativity“ (New Zealand)

James Hurman is a New Zealander who spent the majority of his career as a strategic planner in the advertising industry. In 2013 he was named the world’s #1 planning director by The Big Won Report, following many years as head of planning at Auckland agency Colenso BBDO.

Equally passionate about creativity and effectiveness, James’ work has won 20 Cannes Lions and more than 50 effectiveness awards. His sellout 2011 book ‘The Case for Creativity’ demonstrated the link between marketing creativity and commercial success and was described by The Coca Cola Company as ‘beautiful words of wisdom’. In 2014 James left the advertising industry to found innovation consultancy Previously Unavailable. He lives in Auckland with his wife and children.

12.00 - 13.00 LUNCH

Ami Hasan
Ami Hasan

13.00 - 13.45 | Main Hall

Estonian creativity. Estonian business. 100th birthday of the Republic of Estonia. Discussion: How to make Estonia world famous?

JAANUS ROHUMAA, Head of the Organising Committee of Estonia 100, Government Office of Estonia

ANNELI OHVRIL, Head of the Marketing and Communication of the Organising Committee of Estonia 100, Government Office of Estonia

AMI HASAN, Founder and Chairman of the Board, Hasan & Partners Group

Ami Hasan is one of the most awarded advertising legends in the Nordics. His agency Hasan & Partners has had a significant impact on the Finnish advertising landscape. Hasan & Partners has also created the recent campaign “Epic Estonia” which is so far the most successful tourism campaign for Estonia abroad.

Today he is the group chairman for the Hasan & Partners Group, consisting of 5 agencies in 3 countries - Sweden, Finland and Holland. Group’s digital arm, Perfect Fools, is ranked in Top 10 digital agencies in the world and the agency hasan & partners is among the best creative agencies in Europe. In the past Ami has worked in several ad agencies in Nordics and also in a couple of occasions in the US - mainly McCann San Francisco and Chiat/Day LA.

During the years Ami has judged numerous advertising and creative awards across the world, for example Cannes Lions, Clio Awards, The Cup of International Advertising, etc. He’s been the Head of the Jury at Eurobest, Golden Drum, Moscow International Advertising Festival and Cresta International Advertising Awards.

Alberto Canteli
Alberto Canteli

13.00 - 13.45 | Kuldmuna parallel session
Media planning seminar

ALBERTO CANTELI, CEO, Havas Media Group (Dubai, UAE)

Alberto Canteli is taking care of Strategic and Operational Management of the different agencies of the Havas Media Group in the regions of Northern, Central, Eastern Europe & Middle East. Havas Media Group is one of the leading global media networks, with presence in around 100 countries. Alberto Canteli has worked in the Group for more than 15 years, currently holding the CEO position and working in company’s Dubai office. Additionally, Alberto is a visiting professor at Spanish business school ESADE. Before joining Havas, he has worked for companies like Arthur Andersen, Banco Espa?ol de Credito, Grupo Formula Spa, etc.

Helen Sildna
Helen Sildna

13.45 - 14.30 | Main Hall
Discussion on creativity & business. Which creative works achieve success in business?

HELEN SILDNA, music industry entrepreneur, Founder and Head of Tallinn Music Week festival

Helen Sildna is a music entrepreneur and the main organizer of one of the most outstanding music festivals in the Nordic-Baltic region – Tallinn Music Week. She has worked in Estonian music industry for more than 14 years – she has brought international artist to Estonia but also exported and promoted abroad local musicians and artists. Helen has had a key role in developing Estonian music business and export startegy. She has received may awards and acknowledments for her work, including Estonia’s Foreign Ministry culture award and Tampere Music Award. In November 2015 Helen was gived the title of “Citizen of the Year” by the Estonian Minister of Culture.

13.45 - 14.30 | Kuldmuna parallel session
TV advertising seminar

SIGURD BJERRE, Art Director, Brandhouse (Denmark)

Sigurd Bjerre works as an Art Director at ad agency Brandhouse which was recently awarded with the title of „Agency of the Year 2015“ in Denmark. Sigurd has won several awards for his works and his clients include Interflora, Netto, Bonaqua, 7-Eleven, Fujitsu, Peugeot, Lay’s, etc.

Before his current position as AD, Sigurd worked as a Digital Graphic Designer at Brandhouse Digital and before that, as a Graphic Designer at Creo Media.

14.30 - 15.00 COFFEE BREAK

15.00 - 16.30 | Main Hall
Case studies on Creativity and Effectivness in Marketing

Tupla Energy Company – winner of Effie Finland
JANI HALME, Creative Director, Toinen PHD (Finland) „Selling sofas in a financial meltdown" – Gold winner of Euro Effie 2015 Small Budget category 
JIMMY BLOM, ECD, Uncle Grey (Norway)

15.00 - 16.30 | Kuldmuna parallel session
Practical workshop by Ami Hasan. How to generate ideas from client's brief and create a campaign?

Workshop will be based on a brief from the panellists of the „Estonia 100“ discussion. Task is simple – how to make Estonia world famous? 90 minutes to come up with creative ideas for the campaign.

16.30 – 17.00 How to make Estonia world famous? What kind of ideas Ami Hasan’s workgroup will propose?

17.00 End of Day 1 


18 March 2016

10.00 - 10.45 | Main Hall
Storytelling in the digital world

DAVID SHING, Digital Prophet, AOL (USA)

David Shing is AOL’s Digital Prophet. He spends most of his time watching the future take shape across the vast online landscape. The rest he spends talking to people about where things are headed, and how we can get the most out of it. He also identifies new areas of opportunity for AOL and collaborates with the agency and marketing teams to develop creative brand engagement.

Shing has spent most of his adult life in the digital world working for both large and small creative companies. He served as AOL’s European Head of Media and Marketing before taking on his current mantle in New York City. He regularly speaks at conferences worldwide, discussing the latest trends and the future of the web to provide insight on the evolving digital landscape.

10.45 - 11.30 | Main Hall
Real-time Marketing: How to market 24/7

JON BURKHART, Founder of  TBC London, Content Consultant, author of „Newsjacking: The Urgent Genius of Real-time Advertising“ and „Ballsy Brands“ (UK)

Jon Burkhart is a strategic content creator and a consultant at his own content marketing consultancy TBC, founded in 2014. He is also a frequent keynote speaker on content strategy and reactive content at conferences around the world.  Jon started the world’s first blog dedicated to real-time content marketing in 2010. Three years later, he published his book on the topic „Newsjacking:The Urgent Genius of Real-time Advertising“. He has also co-authored books „Hacker Maker Teacher Thief“ (2014) and „Ballsy Brands“ (2016). Previously he has worked as copywriter & creative director with clients like Dove, Unilever, Samsung, Adidas, Sony, Nissan and Philips in agencies like AKQA, iris Worldwide, Lean Mean Fighting Machine, VCCP, Edelman and Cheil.

11.30 - 12.00 | Main Hall
Marketing with bloggers: the case study of Estonianna 

ANNA “ESTONIANNA” OVSJANKINA, beauty, fashion and lifestyle video blogger

Anna Ovsjankina started her fashion and beauty video blog as a hobby in May 2011. Now, less than 5 years later her YouTube videos have been watched for more than 45 million times and her YouTube channel „Estonianna“ has more than 400 000 subscribers, which makes her video blog the #1 Estonian YouTube channel by the number of subscribers. In addition to YouTube, Anna also blogs, writes and posts pictures on Instagram, Facebook and VK.

Within few years she has become a professional full-time video blogger. Most recently Anna founded a startup – a platform supporting the collaboration between bloggers, agencies and brands.

12.00 - 13.00 LUNCH

13.00 - 13.45 | Main Hall
How to create effective advertisements?

PAUL FELDWICK, Advertising thinker, theorist, consultant & author (UK)

Advertising legend Paul Feldwick combines over thirty years experience in effective creative communications and many years experience as a facilitator and trainer in creative industries. He is fascinated by advertising, how it works, and how organisations can make it more effective. Paul is also the author of the book „The Anatomy of Humbug: How to Think Differently about Advertising“ (2015).

Since 2006 Paul has worked as an independent consultant. Before that, he spent thirty years in advertising at Boase Massimi Pollitt/DDB, as an account planner. Fifteen of these years were also in a global strategic training and development role for DDB Worldwide. Most recently he held the position of Worldwide Brand Planning Director and Founder of DDB University.

13.45 - 14.30 | Main Hall
Data-driven creativity. How to use data in creative work and strategy.

JEREMY TAI ABBETT, entrepreneur, designer, Creative Evangelist at Google (Germany)

Jeremy Tai Abbett inspires organizations into realizing the creativity required to thrive in a world of constant change. He draws from his experience starting several ventures that found their genesis at the intersection of design and technology. In his current role as the creative evangelist at Google, Jeremy collaborates with creative agencies and brands such as BMW, Nivea and Saatchi & Saatchi to name just a few.

Previous to Google, Jeremy was the founding design director responsible for the branding and user-experience for mobile start-up Stuffle. His efforts helped Stuffle win a Webby Award, Lead Award, Lovie Award as well as being recognized by Apple as one of the best apps in 2012.

 Jeremy also founded Fork Unstable Media in 1996, was a founding post-graduate student at Interaction Design Institute Ivrea and was an award winning creative director at a handful of advertising agencies, ie TBWA, JWT, Leo Burnett. Born in Vietnam and raised in Minnesota and Texas, but now resides in Germany.

14:30 - 15:00 COFFEE BREAK

15:00 - 16:30 | Main Hall
Marketing Achievement Award 2015 finalists' presentations

16:30 End of Day 2

20:00 Kuldmuna Gala + Marketing Achievement 2015, Media Achievement 2015, PR Achievement 2015 and Marketing team 2015 Award Gala


Organizers: Best Marketing / Äripäev AS / Bonnier Business Press in co-operation with the Estonian Association of Marketing Communication Agencies


Early bird price until February 4th: 499 € + VAT (includes 2 days conference, lunches and coffee breaks, parallel sessions, gala & dinner)

Full price: 559 € + VAT

Further information and registration:

Silja Oja
Manager of Best Marketing Estonia
Phone: +372 53 079 151
Äripäev AS / Bonnier Business Press

Join a conversation

ERROR: Object template SessionInfo is missing!


Raadio ettevõtlikule inimesele

Hetkel eetris

Follow Best Marketing



Valdkonna töökuulutused


Hansapost OÜ

02. detsember 2018