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On May 18-19, 2021, representatives of the Faculty of Marketing - Dean of the Faculty of Marketing Okunkova Elena Aleksandrovna, Head of the Department of Marketing Skorobogatykh Irina Ivanovna and V. N. S., Associate Professor of the Department of Management Theory and Business Technologies Kholod Marina Viktorovna took part in the jury of the XXI International Festival of Advertising and Marketing Communications "Silver Mercury".
As for the jury process, it can be noted first of all that it is technologically advanced – the presence of the "Granatum" system for interactive discussion within the jury, and the ability to simultaneously enter the results through the personal account on the Mercury website. The process of "fertilization" has quite qualitatively moved to an online format. But online live physical communication was lost, the jury members periodically dropped out, as the process of review took a full 2 working days, In general, the online format did not affect the quality of "review" very much, since, in any case, the organizers received expert assessments of each member of the jury.
This year's works largely reflected the transition of the economy and consumption to the digital format, and the socially-oriented works reflected the problems that our society faced during the pandemic. This year especially, the contestants were inventive and used new non-standard advertising tools. The range of tools was really very wide – both influencers, and challenges, and virtual reality.
On May 24-25, 2021, the festival program of the XXI International Festival of Advertising and Marketing Communications "Silver Mercury Instrumentarium" was held in the Skolkovo Technopark.
Students of the Faculty of Marketing acted as volunteers, who had the opportunity to plunge into the atmosphere of future professions and become observers at the festival. The Dean of the Faculty of Marketing Okunkova Elena Aleksandrovna moderated the round table "Trends in education".
In 2021, the festival was represented by the following blocks:
- THE BEST STRATEGY BLOCK
- BLOCK B BEST BRANDING
- BLOCK D BEST DIGITAL CAMPAIGN
- BLOCK E BEST PR AND EVENT CAMPAIGN
- BLOCK F BEST MARKETING CAMPAIGN
Guests of the event were expected to speak in the formats of Public Conversation, hackathons, informal speeches at the Meeting in the House of Mercury and Pechakuch, as well as workshops of experts.
On May 27, 2021, the Silver Mercury XXI International Festival of Advertising and Marketing Communications held an award ceremony at the Mir Cinema and Concert Hall on Tsvetnoy Boulevard. Silver Mercury set a goal to hold the event in the offline format even better and brighter than last year, and now we can say that he succeeded.
The Dean of the Faculty of Marketing Okunkova Elena Aleksandrovna as one of the members of the jury congratulated the participants from the stage and presented awards to the winners in the categories:
"Best Use of Direct Marketing Tools"
"Best Use of Influencers"
" Best Integrated Campaign for Non-Profit Organizations"