MARKETING SHAKE FESTIVĀLS 2025

The world of marketing is like a never-ending story, where each chapter brings new challenges and opportunities. What are the main plots of the sequel to this story? What are the latest marketing trends that affect our work? How can we write the next chapters in this exciting story together?

Event program

Event program

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Become a part of our story and join the largest annual marketing and communication event in the Baltics! This is your unique opportunity to gain inspiration from industry leaders and share your ideas, make valuable connections and co-create future narratives that will inspire and shape the world of marketing.

Be present, stay active and experience new knowledge, innovations and inspiration alongside leading professionals in the Baltic region!

WHAT IS IT?

■ A cocktail of ideas, That Energize

■ A Blend of Experts, That Amaze

■ Marketing stories, That Captivate

■ The Familiar AND THE YET-TO-BE-DISCOVERED

■ The Hidden Moderator Waiting to Be Revealed

■ The Best Ads from Cannes Lions

BENEFITS:

Elementary
Solutions

Intense
Experience

Dynamic
Exchange

Compelling
Stories

Thought-
Provoking
Challenges

creative
Entertainment

Elementary
Solutions

Intense
Experience

Dynamic
Exchange

Compelling
Stories

Thought-
Provoking
Challenges

creative
Entertainment

Line up

Nathan Littleton, Paper Plane Labs

David Duc, ShortPRO

Inga Spriņģe, Re:Baltica

Frederic Cavazza

Jēkabs Dambergs, Google

Nathan
Littleton

Inga Spriņģe

Nathan
Littleton, Paper Plane Labs

Inga Spriņģe, Re:Baltica

Jēkabs Dambergs, Google

Ginta
Gaumala

Attendees

Charismatic
Personalities

Brilliant
Minds

Exceptional
Professionals

Discreet
Observers

Warm-Hearted
listeners

Aspiring and
Influential

Charismatic
Personalities

Brilliant
Minds

Exceptional
Professionals

Discreet
Observers

Warm-Hearted
listeners

Aspiring and
Influential

Workshop Lecturers

Marju Sokman, Bespoke marketing

Zigurds Zaķis, Yellow Submarine

Jēkabs Dambergs, Google

Program

9:00

9:00 Arrival, registration

Arrival, registration

Morning coffee and refreshing drinks Zuzeum Art Centre

The Best Beats by RADIO TEV DJ Toms Polakens – Your Mood-Boosting Recharge Station!

9:50

9:50 Opening of the Festival

Festival Opening

The Secret Moderator

INFO

A digitally polished voice that announces speakers, hosts the festival and calls out rascals (just kidding on that last one). A communications professional with a humane, empathetic and pleasant approach to life. But who is it? We won’t reveal that just yet. A marketing guru? Perhaps a PR pro? Why not an advertising creative? Or could it even be the company boss? Ladies and gentlemen, place your bets - who is hiding behind the digitally polished voice this year?

10:00

10:00 Marketing Shake barometer

Marketing Shake barometer

Linda Ezera / Latvia

Head of Norstat Latvia; ESOMAR official representative in Latvia, Member of the Board of the Latvian Sociological Association

INFO

Word-of-mouth is one of the most difficult communication channels to control, with consumers constantly sharing feedback, recommendations, and experiences about products, services, and brands. Let's examine whether and to what extent positive and negative word-of-mouth exists in Latvia. Let us explore which target groups are most affected and which are less affected. We will also look at what aspects influence the prevalence of word-of-mouth.

About the Lecturer: Linda Ezera's more than 17 years of in-depth experience in consumer and marketing research, including corporate management experience, has given her the opportunity to consult and manage research for major companies in the Baltics and Northern Europe. Daily focus - top quality data, understandable results that support companies and organisations

10:20

10:20 Trends in shopper habits in 2025 and how to adapt to them in the digital environment

Consumer Behavior Trends in 2025 – and How to Adapt in the Digital Realm

Jēkabs Dambergs / Latvia

Google’s Digital Strategy Lead for the Baltic States

Jēkabs Dambergs / Latvia

Google’s Digital Strategy Lead for the Baltic States

INFO

As significant economic, political, and technological shifts reshape the landscape, consumer behavior in the digital environment is continuously evolving. This lecture explores the most relevant consumer trends of 2025 in the digital space, analyzing how they will affect businesses and marketing strategies. Discover how to adapt your online presence to attract and retain customers in a rapidly changing market—and why tactics that worked five years ago are no longer effective. The session will feature practical examples and offer actionable advice for successfully aligning with emerging trends and achieving digital marketing success.

About the Lecturer: Jēkabs is a Digital Strategy Lead at Google, working closely with fast-growing companies from the Baltic region. He spearheads a growth program that supports businesses in crafting marketing strategies for entering export markets, boosting sales, and optimizing advertising resources.

10:40

10:40 Break, networking, partner stands

Networking Break and Partner Exhibits

The Best Beats by RADIO TEV DJ Toms Polakens – Your Mood-Boosting Recharge Station!

11:10▸12:40

@Workshop

11:10-12:40 @Workshop Artificial Intelligence in Marketing and Organic Growth: Creating Content that Matters

Masterclass: AI in Marketing and Organic Growth: Creating Content That Matters

Marju Sokman / Estonia

Bespoke Marketing, Founder

Marju Sokman / Estonia

Bespoke Marketing, Founder

INFO

In this session, Marju will share real-life examples of how she combines AI with strategy to help brands stand out in a world where everyone has access to the same tools. The masterclass covers: Better prompting using the CRAFT model Maintaining brand voice while using AI tools Creating content that AI can't compete with AI personalization techniques for marketing teams Common mistakes we make while blending AI into our everyday work and how to do better. The session includes live demonstrations and real case studies from the work with different brands and organizations.

About the Lecturer: Marju is a marketing expert who believes in taking action with purpose and asking questions before diving in. After 15+ years in international marketing and communications, she's now fully immersed in exploring how AI can make marketing both easier and better. Through Bespoke Marketing, she helps brands and people find their authentic voice in an increasingly AI-powered world. She's passionate about showing others how to use AI tools effectively - not just to create more content, but to create content worth paying attention to.

11:10

11:10 The You Moment: simple strategies to stay top of mind every time

The You Moment: Simple Strategies to Stay Top of Mind, Every Time

Nathan Littleton / Great Britain

Paper Plane Labs, founder

Nathan Littleton / Great Britain

Paper Plane Labs, founder

INFO

Most businesses rely on hope to be remembered—hope that their customers will think of them at the right time, hope that their message will stick, hope that they'll stand out in a crowded market. But hope is not a strategy. In this session, you'll discover The You Moment, a powerful framework for staying top of mind with the people who matter most to your business. This session will teach you how to create consistent, meaningful touchpoints that build trust and deliver value without feeling salesy or intrusive. You'll explore strategies to craft remarkable experiences that inspire loyalty and word-of-mouth referrals, ensuring your business isn't just remembered – it's the obvious choice.
If you're ready to leave chance behind and embrace a smarter way to connect with your audience, this session will show you how!

About the Lecturer: Nathan Littleton is a marketer, professional speaker and author who specialises in helping businesses to grow by attracting and winning more customers. Each year he sends more than a million emails on behalf of his clients, and his proven track record has led to him working with leading brands including Microsoft, Virgin Care and the BBC. Having started his first business, building websites from his bedroom at the age of just 12, he quickly built a reputation for his unique take on email marketing and growing businesses by sending truly un-deletable emails. Since then, he has made it his mission to give businesses the insights and tools to take their marketing campaigns from good to great, leveraging nearly 20 years of experience in the marketing world. As an in-demand conference speaker, Nathan speaks regularly on email marketing, content creation and marketing strategy with the perfect blend of energy, insight and actionable advice. He holds the distinction of being the youngest ever National President of the Professional Speaking Association and continues to be an active Fellow of the organisation. Nathan has been honoured with the Professional Speaking Award of Excellence and inducted into the PSA’s Hall of Fame, a distinction shared by around 30 speakers in the UK. He is the author of two books: ‘Delivered: The No-nonsense Guide to Successful Email Marketing’ and ‘Opened: Great Subject Lines for Higher Email Open Rates.’ When he’s not speaking, writing or sending emails, Nathan is a long-suffering Aston Villa fan, stand-up comedy fanatic and proud geek.

11:40

11:40 Generational marketing

Generational marketing

Oskars Rozenbergs / Latvia

Media House, Head of Digital

INFO

In an era where media planning and advertising strategies must rapidly adapt to shifting market conditions, understanding your audience and its values is more important than ever. This lecture will explore the distinctive characteristics and core values of the four curently active generations—Baby Boomers, Gen X, Millennials, and Gen Z. By knowing your audience, you can craft meaningful and engaging communication that resonates. The lecture will also cover the most effective mass media channels for reaching each generation, helping you optimize media plans and make the most of your advertising budget.

About the Lecturer: Oskars is Head of Digital at Media House. He is a certified Meta and Google digital specialist with more than 10 years of experience in digital marketing and e-commerce, and has created digital media strategies for leading Latvian brands.

12:00

12:00 Decipher the System: short-form videos that attract, entertain and transform!

Cracking the Code: Short-Form Videos that Hook, Entertain and Convert!

David Duc / Czech Republic

ShortPRO, Shortform Video Strategist & Marketing Consultant

David Duc / Czech Republic

ShortPRO, Shortform Video Strategist & Marketing Consultant

INFO

What makes a short-form video successful? This session dives into the key elements of high-performing content across TikTok and Reels, comparing how Gen Z and Boomers engage differently. We’ll break down the algorithm, the anatomy of a converting video, and the role of community-driven content. You’ll gain insights into the pros and cons of UGC, agency-produced, and in-house video production. And in addition, a look at real case studies with plenty of video examples that will be reviewed to inspire your next campaign.

About the Lecturer: David Duc is a marketing strategist specializing in short-form video content for platforms like TikTok, Instagram Reels, and YouTube Shorts. As the co-founder of ShortPro, he has helped global brands like L'Oréal, Red Bull, Xbox, and O2, as well as local Czech and Vietnamese businesses, e-shops, and non-profits, craft engaging content strategies. A sought-after speaker and trainer, David regularly leads workshops and lectures on social media trends, audience psychology, and digital marketing.

12:30

12:30 MI agents: the end of the current understanding of marketing and e-commerce?

AI agents: Is this the end of e-marketing and e-commerce as we know it?

Frederic Cavazza / France

INFO

Generative AI is empowering a new type of autonomous agent, which is poised to revolutionize e-commerce and e-marketing. As chatbots evolve and provide more sophisticated searching and benchmarking features, buying agents are fundamentally altering customer behavior and buyers' expectations, potentially redefining interactions with brands and retailers. This session will provide an in-depth exploration of the technologies and use cases of this transformative shift and delve into the opportunities and challenges for marketers.

About the Lecturer: Frederic Cavazza has been working in the digital sector for more than 25 years. As a digital marketing specialist (e-commerce, social media, mobile, AI, Web3, metaverse...), he helps leading brands to better understand new digital challenges and help them in their digital transformation. He published two books "Social Business" and "Internet mobile" and is the author of FredCavazza.net since 2003.

13:00

13:00 Lunch, networking, partner stands

Lunch, networking, partner booths

The Best Beats by RADIO TEV DJ Toms Polakens – Your Mood-Boosting Recharge Station!

14:00▸15:30

EXCLUSIVE @Workshop

14:00-15:30 EXCLUSIVE @Workshop Strategic Communication as Long-Term Impact Work

Strategic Communication – Creating Long-Term Impact

Zigurds Zaķis / Latvia

Dzeltenā Zemūdene, Founder and Chief Strategist

Zigurds Zaķis / Latvia

Dzeltenā Zemūdene, Founder and Chief Strategist

INFO

In this interactive session with brief practical exercises, we’ll explore:
(a) how strategic communication differs from a communication strategy or brand building,
(b) how to achieve significant systemic changes within an industry, society, or country,
(c) the role of communication and other creative interventions in driving these changes, and
(d) how to plan and manage efforts focused on root causes and long-term impact.

About the Lecturer: Zigurds is one of the most experienced communication and brand strategists, as well as a lecturer in the field. Over the past decade, much of his work has focused on developing and implementing major strategic communication projects.

14:00

14:00 Winning Big at Cannes: trends, tips and insights from the jury room

Winning Big at Cannes: Trends, Tips, and Takeaways from the Jury Room

Kerstin Kessu Raidma / Estonia

Tabasco, Creative Director, teacher, Cannes Lions Estonia Representative

INFO

Explore the inner workings of the Cannes Lions jury and gain exclusive insights into the latest global creative trends. Discover practical tips for crafting award-winning campaigns and learn how to elevate your ideas, inspire your teams, and achieve global recognition for your work. If you aspire to take home a Cannes Lions, this masterclass will guide you on your path with confidence and creativity.

About the Lecturer: Kerstin has worked in the advertising industry for 17 years, primarily serving as Art Director and Creative Director at Tabasco. She has garnered numerous awards for her advertising and creative work, both locally and internationally. Additionally, she has served on both domestic and international advertising juries, is a member of the board of ADC Estonia, and is a lecturer at the Estonian Art Academy where she instructs students on advertising graphics and branding. First Cannes Lions jury member in Baltic states and Cannes Lions Estonia Representative.

14:20

14:20 Starting a marketing agency at a time when the agency market is crowded: why was it needed and why is there demand?

Setting up a marketing agency at a time when the agency market is crowded. Why was it necessary and why is there demand?

Vladislava Romanova / Latvia

Co-founder and Creative Director of advertising agency "SAVA"

INFO

The Latvian market is practically bursting with advertising, and marketing agencies offer a wide variety of services. There are “giants” that have conquered the market and have been offering their services for years, and there are also those that are being called the “no-name” agencies - faceless, inexperienced and without a clear conscience of what the end result will be if you choose them. And then there is “SAVA” - an agency with extensive experience yet an almost non-existent portfolio (for now), but with a line of clients who are “tired of the advertising market has to offer”. Why did advertising need something truly OWN, and how does a small agency with big expertise do?

About the Lecturer: Vladislava is an advertising specialist with more than 10 years of agency and in-house experience. Currently co-owner and creative director of "SAVA" advertising agency, head of communication at RISEBA, and author of documentaries.

14:40

14:40 From idea to first clients: how INDEXO Bank entered the market

From idea to first clients: how INDEXO Bank entered the market

Ieva Bauma / Latvia

INDEXO, Head of Marketing and Communications

INFO

INDEXO Bank is the first credit institution in Latvia to obtain an operating license after the country joined the eurozone in 2011, hoping to break the stale traditions of the financial market. The story of INDEXO Bank is about the path from an idea to the first customers, about innovation and the ability to change the rules of the market. This will be a story of experience, how INDEXO created its brand, secured its place in the market and built trust - both among customers and shareholders. What were the biggest challenges on this path? What strategies and decisions helped them to attract their first customers?

About the Lecturer: Ieva is the Head of Marketing and Communications at INDEXO, as well as a member of the Board. She is responsible for brand and marketing activities, public communication and investor relations. She previously gained international experience at the energy company Enefit, where she worked on new product promotion, defining customer experience and developing new market segments. Ieva can be characterized by her strategic thinking, ability to adapt to dynamic situations, and courage to experiment.

15:00

15:00 Why does a company need an employer image?

Why does a company need an employer image?

Maija Milbrete / Latvia

exPrintify, Employer Branding Manager

Maija Milbrete / Latvia

exPrintify, Head of Employer Branding

INFO

Employer image and company culture have become key elements in attracting and retaining talent in a competitive labour market. The speaker will share how exPrintify has built a strong employer image based on employee engagement and knowledge sharing. You will learn about initiatives such as Printify Summer Talks, employee participation in international conferences and lessons learned from other experts' experiences, including international conferences in Amsterdam. The lecture will also explain how to strengthen company culture by involving employees as ambassadors and experts.

About the Lecturer: Maija is a communications and employer branding professional with more than 10 years of experience in international branding and corporate branding. As head of employer branding at exPrintify, she actively develops and implements strategies that strengthen employee engagement and build a positive corporate image. Her initiatives have been recognised at both employee and industry level.

15:30

15:30 Break, secret moderator opening, networking, partner stands

Break, Secret Moderator Unveiling, Networking, and Partner Booths

The Best Beats by RADIO TEV DJ Toms Polakens – Your Mood-Boosting Recharge Station!

16:00▸17:30

@Workshop

16:00-17:30 @Workshop Export potential: from analysis to conquest

Export Potential: From Analysis to Conquest

Jēkabs Dambergs / Latvia

Google’s Digital Strategy Lead for the Baltic States

Jēkabs Dambergs / Latvia

Google’s Digital Strategy Lead for the Baltic States

INFO

In this hands-on workshop, the focus is on concrete steps any marketing professional can take to analyze export market conditions and achieve success. Participants will receive practical tips, explore publicly available tools, and get the chance to independently perform product analyses on their own devices, culminating in a data-driven market entry strategy.

16:00

16:00 It doesn't matter that this is not true. What stories does the audience want to hear?

It doesn't matter if it's not true. What stories does the audience want to hear?

Inga Spriņģe / Latvia

co-founder and journalist, Re: Baltica Centre for Investigative Journalism

INFO

During the US presidential election, Republican candidates made up a story that Haitian immigrants were eating American pets. They continued this story even after the police in the town in question denounced it as false. It resonated with their voters because it was consistent with perceptions of migrants. In recent years, few have been surprised to observe that audiences are not interested in facts, but in stories. Each community has its own. In this presentation, what kind of storytellers and their stories do audiences gravitate towards, and what does this mean for the media?

About the Lecturer: Inga is the co-founder of the investigative journalism center Re: Baltica and a journalist with more than 20 years of professional experience. For the past ten years, she has worked extensively on topics such as disinformation, misinformation, and propaganda. Springe is a member of leading international investigative journalism organizations - OCCRP and ICIJ.

16:20

16:20 @Discussion: Bubbles and bridges: the marketing alchemy of connecting different information spaces

Inga Spriņģe / Latvia

co-founder and journalist, Re: Baltica Centre for Investigative Journalism

Mārtiņš Eihmanis / Latvia

Head of Marketing and Communication at VIRŠI

Diana Silaraja / Latvia

Chairwoman of the Board, Pļavnieki Neighbourhood Association

Ivars Svilāns / Latvia

LETA, Data Services Development Manager

Zane Kaktina / Latvia

Central Laboratory Chairwoman of the Board

@Discussion: Bubbles and bridges: in connecting different information spaces

Inga Spriņģe / Latvia

co-founder and journalist, Re: Baltica Centre for Investigative Journalism

Mārtiņš Eihmanis / Latvia

Head of Marketing and Communication at VIRŠI

Diana Silaraja / Latvia

Chairwoman of the Board, Pļavnieki Neighbourhood Association

Ivars Svilāns / Latvia

LETA, Data Services Development Manager

Zane Kaktina / Latvia

Central Laboratory Chairwoman of the Board

INFO

For discussion: Today's communication and marketing environment is increasingly complex - audiences live in different information spaces or bubbles", shaped by different interests, habits, digital algorithms and media consumption patterns. This panel will discuss the challenge that brands and businesses face in reaching and engaging with their target audiences in this fragmented world.

Inga Spriņģe: Inga is the co-founder of the investigative journalism center Re: Baltica and a journalist with more than 20 years of professional experience. For the past ten years, she has worked extensively on topics such as disinformation, misinformation, and propaganda. Springe is a member of leading international investigative journalism organizations - OCCRP and ICIJ.

Mārtiņš Eihmanis: Mārtiņš is the Head of Marketing and Communications at VIRŠI. Under his leadership, the company has undergone significant brand development — from a brand refresh and updated visual identity to interior design and the company’s tone of voice in public communications. He was one of the key strategists behind Virši Steers the Stock Exchange, one of the most successful IPO campaigns in Latvia, which met and exceeded its targets. His diverse experience across various industries has enabled him to understand audience nuances and craft targeted, impactful strategies that resonate clearly and effectively.

Diāna Silarāja: In the spring of 2023, together with complete strangers, united by a common neighborhood and the desire to actively do something for its development, the Pļavnieki Neighbourhood Association was founded. She committed herself to a voting campaign to ensure that the projects prepared by the association would be at the top of the city's participatory budgeting competition in 2023 and 2024 and would be implemented. Diana is a sales and customer relations professional. She also found the challenge professionally interesting - she had to combine some known bubbles and many small and big bubbles that many people do not know exist for a common goal. But if they do, they often choose to ignore them. This can be the case when promoting a product or service, or an event to a specific target audience. However, when it comes to the whole of society, with many different audiences, the usual marketing and sales tricks work for 0.5%, at most!

Ivars Svilāns: Communication practitioner with extensive experience in media, banking, retail and higher education. The Twin Towers collapsed during Ivar's radio news. He led Swedbank's communications through the global financial crisis and helped restore Maxima's reputation after the Zolitude tragedy. He is currently Head of Data Services Development at LETA, where he helps connect data with decision-making. University lecturer, crisis management expert and people connector. Member of LASAP. In his spare time he enjoys basketball and folk dancing.

Zane Kaktiņa: Zane is the Chairwoman of the Board of Centrālā laboratorija SIA with more than 15 years of experience in business management, marketing and branding in companies such as IKEA, Maxima and Akropole. She specialises in customer experience, strategic brand positioning and sustainability solutions. Currently, Zane focuses on strengthening access, quality and patient trust in one of the most technologically dynamic areas of healthcare - laboratory testing.

17:00

17:00 The negative impact of the Gap is exaggerated

The negative impact of non-harvesting is exaggerated

Kristaps Pētersons / Latvia

Manager at Standout OÜ

INFO

The bumps in our road can be both big and small. We call the big ones crises, and there are special algorithms for handling them. But the small ones often linger in our minds long after they pass. They can cloud our vision, disrupt our relationships and how we build them, and, over time, even grow into serious psychological burdens. How to properly manage everyday failures - that is what this story will be about.

About the Lecturer: Kristaps produces various media products on a daily basis and advises companies and organisations on presentations in more than 10 countries. While organising FuckUp Nights events in Tallinn, Riga and Vilnius, he has gathered several insights on how to get over everyday trips and falls without major long-term wounds. Kristaps is also a guest lecturer for students of several international universities.

17:30

17:30 The best Cannes Lions ads, cocktails and festival spirit at the Zuzeum Art Centre!

The best Cannes Lions ads, cocktails and festival spirit at the Zuzeum Art Centre!

Kristaps Pētersons / Latvia

Manager at Standout OÜ

INFO

Bringing World-Class Creativity to Latvia
This exclusive film screening highlights the best global creativity in advertising and communications. The Showcase features a film reel of award-winning commercials, case studies, and social campaigns from the Cannes Lions International Festival of Creativity, which has celebrated excellence in creative communication for 71 years. A new film reel is created each year to showcase the year’s best ads worldwide.

Who Is the Cannes Lions Showcase For?
The Cannes Lions Showcase is designed for a diverse audience. It targets creative professionals such as advertisers, marketers, designers, and communication experts seeking inspiration. Business leaders and brand managers interested in how creativity drives innovation and impact will also benefit greatly. The event further appeals to media enthusiasts passionate about storytelling, students and educators in creative fields, and anyone who appreciates high-quality creative content.

Why Bring the Showcase to Latvia?
Hosting the Cannes Lions Showcase in Latvia offers an excellent opportunity to inspire the local creative community by presenting globally recognised work that sets a high standard. This event engages audiences with powerful storytelling and innovative campaigns, encouraging dialogue across industries and cultures. Furthermore, it is a platform to strengthen international connections, exchange ideas, and elevate Latvia’s presence in the global creative landscape.

The films are in English.
The screening will last 1.5 hours.
Duration - 1,5 hours.