Marketing Shake 2024 Highlights Trends in Marketing and Communication

On August 8, the seventh Marketing Shake festival took place in the VEF district, bringing together Latvian speakers and experts from Estonia, Sweden, the Netherlands, the Czech Republic, Ukraine, and Italy. The theme for this year, "Steal What Works. Simple," aimed to uncover the key elements of a successful marketing mix that can be applied in everyday work.

The main topics that connected both speakers and attendees included data analysis, social media, B2B marketing, change management, internal communication, and artificial intelligence. Alongside expert presentations and hands-on workshops, participants could join interactive discussions, network, enjoy drinks, and sample the best street food in the district. Adding a twist to the event was the surprise moderator, board member Toms Auškāps from Balticovo, while DJ Toms Polakens kept the energy up with music throughout the day.

Since marketing begins with data, it was fitting that the program kicked off with Inta Priedola’s presentation on the values important to Latvians over the past decade. Kantar’s brand manager showed how economic and political changes shape our priorities, highlighting security, family, and traditions, including everyday celebrations. Diāna Butirina, Reprise’s business development manager, compared making decisions without data to throwing darts in the dark, stressing the importance of A/B testing, a well-known but often overlooked tool in marketing.

Artificial intelligence remains a crucial element in any successful campaign, though Kristaps Cīrulis, creative director at HELVE, pointed out that it’s not fully utilized. He recommended trying the paid version of ChatGPT, which offers a wider range of possibilities and can solve almost any problem. AI is still relatively new in Latvia, so there’s time to become a competitive user at a professional level. He assured that just 15 minutes a day is enough to get started. Nils Rooijmans, a Google advertising expert from the Netherlands, continued the theme, sharing practical examples of how AI can help with even the most technical tasks, like IT and coding. "Don’t be afraid of AI; think of it as your personal assistant," he said.

What’s the role of a graphic designer in the age of AI? Marta Bula, artistic director at Planktones studio, tackled this question, discussing the main changes and challenges. The audience concluded that AI in image generation is primarily used to save time and costs, but it also helps find more creative solutions.

"One-third of Latvians report communication issues at work, leading 7% of employees to consider changing jobs," said clinical psychologist and Training Lab coach Ginta Gaumala, noting that poor communication kills good intentions, which can hurt company profits. "To address the root cause, you need to acknowledge the 'elephant in the room' and have conversations to agree and listen, not just to argue," she urged, encouraging more empathy in the workplace.

"Successful communication is built on humour, humanity, empathy, and authenticity," said Kristīne Mennika, board member of LASAP, closing the event. She shared examples of effective social media communication by politicians, reminding everyone that at the heart of marketing, no matter the industry, are human connections and storytelling.

In 2025, the festival will return for the eighth time, but this time it will take place earlier—on May 22. Save the date and get your tickets early at a special price on www.marketingshake.lv. Expect even more industry professionals, important topics, and growth opportunities. It’s going to be powerful!

WE ARE VERY is an event and marketing agency. Years of experience in organizing marketing projects and events help companies achieve more. We are only at peace with an event that has become an Event. About the Event for you and those you care about.

Project organizers: WE ARE VERY
Supporters: VEF Quarter, Lavazza, Mežpils beer, BRANDSITE, Al Mari Anni
Online resources: www.marketingshake.lv