Marketing Shake 2025, the most prominent marketing and communications event in the Baltics, concludes its run.
The 8th edition of Marketing Shake, the preeminent marketing and communications festival in the Baltics, wrapped up on May 22 at the Zuzeum Art and Culture Centre in Riga. The event brought together local and international professionals for a day brimming with insightful discussions, hands-on workshops, creative activities, and an evening screening of the best advertisements from Cannes Lions.
According to Zanda Šķēle, head of marketing and event agency WE ARE VERY and the event's organizer, modern audiences are tired of lengthy texts and traditional advertisements. In response, storytelling — concise, personal, and narrative-driven — is becoming increasingly relevant. The festival's speakers were invited to share not only trends and strategies but also the stories behind their products. For instance, Vladislava Romanova's journey from unemployment to founding her agency was highlighted, as well as Kristaps Pētersons' positive take on failure.
The event kicked off with a keynote speech by sociologist and Norstat Latvia director Linda Ezera, who discussed the impact of word-of-mouth on consumer decisions. As per a survey of over 1,000 respondents, women under 45 are the most active in sharing their experiences about products and services, effectively becoming "informal influencers."
Jēkabs Dambergs, Google's Head of Digital Strategy for the Baltics, delved into modern buyer behavior, focusing on Generation Z (ages 13-28). This group actively engages with digital tools and makes quick decisions. In conclusion, Dambergs emphasized the need for intuitive usability paired with unique content.
From the Czech Republic, David Duc of ShortPRO provided practical insights into TikTok's algorithm and how brands can stand out amidst digital noise. He explained that the platform reflects users' interests, based on engagement and watch time.
Highlights also included a thought-provoking session by Maija Milbrete, former Employer Branding Lead at Printify, who emphasized that optimistic, motivated employees are a long-term investment. She advised companies to prioritize financial, emotional, and material well-being to transform employees into genuine brand ambassadors.
From a journalistic perspective, Inga Spriņģe, co-founder of Re:Baltica, discussed storytelling through investigative reporting. With over 20 years in journalism, she highlighted the emotional underpinnings that make people susceptible to misinformation. She encouraged communicators to adopt methods from influencers and content creators to make factual information more relatable and engaging.
In closing remarks, Zanda Šķēle hinted at next year's theme, likening the word "attention" to nine letters with a million possibilities. "Attention is not guaranteed; it must be earned," she said, teasing the audience with a promised return on May 21, 2026.
WE ARE VERY is a marketing and event agency with extensive experience in organizing marketing projects and events. The agency aims to create events that are noteworthy for their impact on both the attendees and those they care about. The 8th edition of Marketing Shake was supported by Art Centre Zuzeum, Cannes Lions, Santa Publishing, Illy, Magnum, Fiteg2, Mežpils Beer, Baltais, BALTS Paper Goods, Preimmu, and Hyundai. For more information, visit www.marketingshake.lv.
- The festival's speakers shared not only trends and strategies but also the personal stories behind their products, such as Vladislava Romanova's journey to founding her agency.
- From a journalistic perspective, Inga Spriņģe encouraged communicators to adopt methods from influencers and content creators to make factual information more engaging, emphasizing the emotional underpinnings that make people susceptible to misinformation.
- In conclusion, Jēkabs Dambergs stressed the need for intuitive usability paired with unique content for modern buyers, particularly Generation Z, who engage actively with digital tools and make quick decisions.
- From the Czech Republic, David Duc provided practical insights into TikTok's algorithm and how brands can stand out amidst digital noise, emphasizing that the platform reflects users' interests, based on engagement and watch time.
- Relationships between companies and employees were highlighted as essential, with Maija Milbrete advising that companies prioritize the financial, emotional, and material well-being of their employees to transform them into genuine brand ambassadors, as optimistic, motivated employees are a long-term investment.
