Cannes Lions is the largest Festival of Creativity in communication, to which organizers invite the most interesting experts from around the world. Who is the Polish woman who will deliver a talk for the second time?
Julia Izmalkova, as the only Polish woman, will appear on stage in Cannes for the second time in a row. She is also the only Polish woman in the past two years to have delivered talks at creativity festivals – Eurobest and Spikes Asia in Singapore, where she was the first ever speaker from Poland in the event's history.
The "Creative Processes Power Hour" block, in which Julia will appear, takes place on June 21. Her talk is titled – "What can creatives learn from boxers?"
"Champions are made not born – I absolutely believe that creativity is a process that must be constantly practiced and developed, and not assumed that once you've won one Lion or another, you can rest on your laurels. Just as failure is not final, success is not forever either. That's why I believe creativity is not just a gift from God, talent or ability – it is a craft that must be constantly honed. And there is no better sharpening than learning from those who, thanks to their creativity, perseverance and desire to win, reach the very top. Such people definitely include the best boxers in the world. Training boxing with several world champions – I became convinced that this discipline helps not only with losing weight, reducing stress and building muscle – but it helps in doing better research and preparing far more 'insightful' recommendations." – emphasizes Julia Izmalkova.
Expert on human behavior
Julia is an international expert on human behavior. She translates human choices, attitudes and emotions into the language of business and marketing. For 13 years she has managed IZMAŁKOWA, the only agency in Poland specializing in ethnographic research.
"All people lie, because that is human nature" – IZMAŁKOWA provides knowledge about how things really are. It uses proprietary research techniques based on the psychology of lying, ethnography and sociology, thanks to which it delivers strategic insights for brands and companies.
Insights are a springboard to brilliant and effective advertising campaigns that win Lions at Cannes Lions and capture consumers' hearts. Julia shares her knowledge and inspires leaders and the world's biggest brands. She delivers dozens of talks a year. On May 24 she will appear at the largest creativity festival in Slovakia – the Golden Nail Advertising Festival in Bratislava.
Concepts from the article
Advertising — Ads. Revenue comes from selling space, airtime, impressions or access to an audience. Examples: Google, Facebook, content services.
Why it matters: It enables free access for users and monetizes their attention.
When it is used: When you have large, valuable and measurable traffic or a community.
What happens if you skip it: Without advertising, a high-traffic site with free access has nothing to sustain itself with.
