The “Promotion of the Year 2024” awards were presented

By: Trademagazin Date: 2024. 04. 19. 17:16

This year, the “Promotion of the Year 2024” competition was held for the 16th time and was organized by Trade magazine, the results of which were announced at the all-day conference held on the topic, the Day of Promotions, on April 18.

This year’s competition received 28 applications in 6 categories from the brands’ manufacturers, managing agencies and retailers, but of course special prizes were also awarded. The results were based on the evaluation of the 14-member professional jury and the tests carried out in 4 focus groups by market researcher Kantar Hoffmann.

Dr. András Csenterics, lawyer at PwC Legal

Dr. András Csenterics, a lawyer at PwC Legal, presented the regulation on artificial intelligence adopted by the European Parliament on March 13th this year, highlighting details relevant to marketers, especially prohibited AI practices such as the use of manipulative techniques and subliminal messages.

Gábor Tolnai, Division Director at Kantar Hoffmann

Gábor Tolnai, Division Director at Kantar Hoffmann, then analyzed in detail all 28 entries submitted for the “Promotion of the Year” competition based on the feedback from surveyed consumers in focus groups. General information was presented in the morning, followed by breakdowns by category according to the award ceremony blocks. As tradition dictates, both the highlighted positives and elements identified by consumers as needing improvement were mentioned, accompanied by consumer ideas. Overall, it was noted that while in 2022 consumers were hungry for promotions, meaning they did not encounter enough promotional offers, in 2023 they experienced a promotional overload, becoming highly critical once again. They await promotions with suspicion, questioning credibility, impatiently, and in a negative mood, with increased demand for sustainability, gaming, and solidarity.

István Kerek, AI Business Development Expert

István Kerek, AI Business Development Expert, owner of Everengine, and founder of the Hungarian ChatGPT Facebook group, illustrated the presence of artificial intelligence in our daily lives with practical examples. Who would have thought that AI has been with us since 1956 and we have been using it quasi-unconsciously for at least 20 years – albeit in a different form. In a presentation encouraging usage, attendees learned how a marketer can leverage AI in their everyday work.

Ádám Vaszary, COO at Positive Adamsky and Founder of Signature

The series of professional presentations at the conference was concluded by Dr. Ildikó Fazekas, Director of the Self-Regulatory Advertising Board, before the closing presentations showcasing the winning and special award entries. It could be said that the “i” was dotted, as attendees were able to learn all the details of the current regulation of promotions, thematically and with specific examples and counterexamples.

Lily Rókusfalvy, Moderator

The awards ceremony and the Promotion Day event were moderated by Lily Rókusfalvy.

The event’s professional supporters, such as the Hungarian POPAI Association and the Trade Marketing Club, were also represented at the event with special awards.

We will provide a detailed report on Promotion Day in the Trade magazine’s 6-7th printed and digital issues, where readers can find more information not only about the presentations but also a brief overview of the winning and special award promotions.