21.03.2019 - 22.03.2019

Password 2019

Growth Marketing:How to grow business through marketing?

This year Estonian largest and the most significant marketing conference Password will take place for the 19th time. The main topic of this conference is going to be “Growth Marketing: how marketing will help your business growth”.

Get passes!

Marketing growth is all about attracting more engaged customers. And while traditional marketing focuses on the top of the funnel, and account-based marketing focuses on key accounts, the growth marketing description requires focusing on the entire funnel.

Every business needs to grow! According to annual international advisor company Gartner survey , CEO Priorities Are Shifting to Embrace Digital Business. Growth tops the list of CEO business priorities in 2018 and 2019! Successful companies do not consider marketing as a expense but more as an investment. Particularly when looking at start up companies, it worth pointing out that every euro invested in marketing should at least double the return. This time we invited global marketing start up professionals who will share their success story.

Password conference 2019 will focus on:

Growth mind-set: what companies can learn from fast growing start-ups?
How to expand to International markets/ how to build global growth strategy
How to design your product to growth How to make your customers to pay you more
How to expand your brand awareness
The selection of performers on stage is very representative

Speakers

Dasha Karpilovich

Head of Marketing Baltic, Huawei Consumer Business Group (Baltics)

Before joining Huawei, lived in China and Australia. Speaks fluent Chinese.
Joined Huawei in 2017.
Lecturer at EBS, subject Cross-Cultural Communication.

22.03.2019
11:40-12:10

Christian Anting

Manager of All Media Baltics

22.03.2019
10:40-11:10

Bernhard Schaar

Associate Partner (Branding, Innovation, CX), Prophet (Germany)

Bernhard is an Associate Partner at Prophet in Berlin and a known thought leader in branding and marketing. He looks back on more than 15 years of experience in management consulting, working with leading brands to grow their businesses across the globe.

Bernhard combines a highly international background with a broad range of consulting skills. He supports businesses in their development through brand identity and positioning work, sharpens value propositions as well as enhances products/services and CX – including the adaptation of business models to the digital era.
Bernhard serves as Prophet’s EMEA Head for the Brand Relevance Index®, Prophet’s proprietary tool to help companies measure their brand relevance and understand how they can unlock growth. He regularly publishes thought pieces on branding and marketing topics in specialist media. He holds a German-Spanish double degree in International Business from the European School of Business in Reutlingen, Germany and ICADE in Madrid, Spain.

22.03.2019
14:45 - 15:45

Enrico Plateo

Business Development Manager Europe, Tencent (UK)

Enrico Plateo promotes and manages Tencent activities in European countries with a particular focus on WeChat-related business solutions such as WeChat Social Ads and WeChat Pay.

David Ly Khim

Senior Growth Hacker, Hubspot (USA)

David Ly Khim is a senior growth marketing manager at HubSpot. During his four years at HubSpot so far, he has helped build the Sales Hub business, created a new co-marketing program, developed a new virtual conference program, and led new user acquisition initiatives.

21.03.2019
10:10-10:40

Vidar Andersen

Founder, +ANDERSEN & ASSOCIATES (Germany/Norway)

Vidar Andersen is an award winning Norwegian tech industry veteran who 1) founds startups to scratch his own itches, 2) helps spread education on how to build startups to founders and students as an advisor, micro-investor and as an educator, and 3) helps corporates achieve innovation 50x faster the startup way with +ANDERSEN & ASSOCIATES.
He's been an invited speaker at places like Stanford, Cambridge, SxSW, Web Summit, LeWeb, etc
Vidar has worked with companies like Deutsche Telekom, ABInBev, AXA, Philip Morris International to name a few. He has been featured and recognised by The New York Times, CNN, Business Insider and many more.

21.03.2019
11:10-11:40

Igor Beuker

Professional Speaker, Entrepreneur and Strategist (The Netherlands)

In the space of 25 years, Igor was kicked out of professional football and went from a college dropout to a radical marketing visionary and modern-day serial entrepreneur.
With his radical vision and reliable voice, he inspires audiences around the world.
At conferences and on Twitter, Igor is frequently a trending topic as Math Man in a world of Mad Men and described by audiences as “Burning Man meets TED.”
Behind the scenes, a serial entrepreneur with 5 exits and 24 angel investments, an award- winning marketing strategist for brands like Amazon, L’Oréal, Nike and Unilever, and a new breed trendwatcher for Fortune 500s.

22.03.2019
15:30-16:30

Rosie Hawkins

Chief Innovation Officer, Kantar (UK)

21.03.2019
09:40 - 10:10

Simon Peel

Global Media Director, adidas (The Netherlands)

Simon is the Global Media Director at adidas, prior to which he held a similar role at Twentieth Century Fox and developed first-hand experience of agencies at Phd Worldwide, Mediacom and Mindshare. At adidas, he is responsible for setting global media strategy, designing and implementing the company’s media infrastructure and managing the agency roster, including all adtech and data partners. Simon is at the forefront of emerging marketer/agency models.

22.03.2019
13:15-13:45

Charlie Ebdy

Chief Strategy Officer, Vizeum UK (UK)

Charlie is an award-winning strategic thinker, his work on brand growth in the digital age won him the IPA Excellence Diploma's President's Prize in 2016, he is the only person to have placed three times in the top five of Admap's global essay prize and he spoke at Ad Week Europe in both 2016 and 2017. Charlie has judged the Media Week Awards, the Effies and is an IPA Excellence Diploma marker.

21.03.2019
13:00-14:00

Alice ter Haar

Senior Manager, EU Marketing at Deliveroo (UK)

Alice’s career spans ten-years in high-growth businesses and mostly recently, three years at
Europe’s fastest growing company, Deliveroo. As one of the founding members of the marketing team, Alice is proud of her contribution to the start-up success story of a generation.
Alongside her day job, Alice side-hustles as a personal development geek.
Prior to Deliveroo, Alice enjoyed a varied career with stints in a wide variety of businesses,
including FTSE 100 Whitbread and ‘agency-side’ at The Chartered Institute of Marketing’s 2014 Agency of the year, Cherry London.

21.03.2019
11:40-12:00

Zaheer Nooruddin

Senior Vice President, Head of Digital Experience (DX), Shiseido, China Region (China)

Zaheer Nooruddin is an accomplished Digital Transformation leader, having worked for 18 years across the China, Asia-Pacific and Middle East North Africa regions.
Today Zaheer is senior vice president and Executive Management Team member for global Japanese beauty company, Shiseido, in China and Hong Kong, where he drives forward a broad digital transformation and brand building initiatives that includes projects across Ecommerce, Marketing, Media, Content, Data Science, CRM, and Marketing Analytics. For Shiseido in China and Hong Kong, Zaheer has launched “DX” - a cross-functional digital organization that delivers intelligence, advanced analytics, strategy and operations excellence for the company’s iconic brand portfolio.

22.03.2019
13:45-14:15

Gordon Euchler

Head of Planning, BBDO Düsseldorf (Germany)

Gordon is a Doctorate from Cambridge University. Invariably with the objective of winning both creative and efficiency awards with the same work. Passionate when the business analysis from corporate consultations comes up against creative force. Because the best solutions for business challenges are creative and innovative. Has written numerous articles and research papers for respected industry outlets like WARC.

22.03.2019
11:10-11:40

Oliver Hupp

Global Director Brand Strategy and Tracking, GfK Global Brand and Customer Experience (Germany)

Oliver Hupp, Ph. D., is Global Director Brand Strategy and Tracking at GfK Global Brand and Customer Experience with over 20 years experience in brand research and emotional measurement. He manages the future strategy and operational success of GfK’s brand research portfolio.
Oliver is a frequent speaker at international marketing conferences. He has been recognized with numerous prestigious awards, is published in key marketing journals, and is on the Editorial Advisory Board for GfK Marketing Intelligence Review.

22.03.2019
10:40-11:10

Jacqueline Thng

Partner, Prophet (China)

Jacqueline is an experienced brand and business strategist who focuses on digital transformation (including development of AI). She is currently a Partner at Prophet. For over 20 years, as one of Asia's most experienced Strategist, she has helped clients develop and implement profitable growth and branding strategies.
She was recently bestowed the honor as one of Global Most Influential Marketing Leaders 2015 by the World Marketing Congress.

22.03.2019
10:10-10:40

Yara Paoli

Chief Growth Officer, Preply and former VP of Growth, Skyscanner (Spain)

Yara is currently Chief Growth Officer at Preply, one of the best online tutoring marketplaces to learn languages. She has 15 years of experience in growth, marketing, business expansion and localisation, leadership. She was previously VP of growth at Skyscanner, the travel metasearch giant: she joined as employee number 32 and left as VP of Growth after being acquired by a Chinese travel giant for 1.4 billion pounds.
She is also a Growth consultant for various start-ups all over the world on things like growth strategy and growth as a discipline and her mission is to embed a growth mindset in every aspect of a company, not just in the growth team.

21.03.2019
10:40-11:10

Program

21.03.2019
22.03.2019
08:30-09:30

Registration and breakfast

09:30-09:40

Opening words

09:40-10:10
Main Stage

BRAND GROWTH THROUGH INNOVATION

Rosie Hawkins

Chief Innovation Officer, Kantar (UK)

10:10-10:40
10:10-10:40
Main Stage

Experiment or die: HubSpot's World-Class Growth Process and How They Prioritize Experiments

David Ly Khim

Senior Growth Hacker, Hubspot (USA)

In this talk, David will share how HubSpot, a fast-growing global SaaS business, developed their growth process and how they create cross-company alignment and prioritize growth experiments.

David Ly Khim is a senior growth marketing manager at HubSpot. During his four years at HubSpot so far, he has helped build the Sales Hub business, created a new co-marketing program, developed a new virtual conference program, and led new user acquisition initiatives.

10:40-11:10
10:40-11:10
Main Stage

Skyscanner: How (not) to Sc#ew up Your Business - the Importance of a Growth Culture

Yara Paoli

Chief Growth Officer, Preply and former VP of Growth, Skyscanner (Spain)

Yara is currently Chief Growth Officer at Preply, one of the best online tutoring marketplaces to learn languages. She has 15 years of experience in growth, marketing, business expansion and localisation, leadership. She was previously VP of growth at Skyscanner, the travel metasearch giant: she joined as employee number 32 and left as VP of Growth after being acquired by a Chinese travel giant for 1.4 billion pounds.

The  company had over 1000 employees by then and she was managing a growth team of around 300 people across EMEA, AMERICAS and APAC.

Yara is also a Growth consultant for various start-ups all over the world on things like growth strategy and growth as a discipline and her mission is to embed a growth mindset in every aspect of a company, not just in the growth team.

11:10–11:40
Main Stage

Lessons from Start-ups: Agile & Lean for Enabling Advertising Growth

Vidar Andersen

Founder, +ANDERSEN & ASSOCIATES (Germany/Norway)

Vidar Andersen is an award winning Norwegian tech industry veteran who 1) founds start-ups to scratch his own itches, 2) helps spread education on how to build start-ups to founders and students as an advisor, micro-investor and as an educator, and 3) helps corporates achieve innovation 50x faster the start-up way with +ANDERSEN & ASSOCIATES, currently living in DUS near CGN, DE – and in airplanes around the world.

He’s been an invited speaker at places like Stanford, Cambridge, SxSW, Web Summit, LeWeb, London Intrapreneurship Conference and in 2017 as a stand-in keynote speaker for the Minister of Economic Affairs of the German state of North-Rhine Westphalia (NRW).

Vidar has worked with companies like Deutsche Telekom, ABInBev, AXA, Philip Morris International to name a few. He has been featured and recognised by The New York Times, CNN, Business Insider and many more.

11.40–12.00
Main Stage

Deliveroo: The Story of the Fastest Growing Company in Europe or How to Grow Like a Unicorn

Alice ter Haar

Senior Manager, EU Marketing at Deliveroo (UK)

To grow, as a company and as an individual, is something to which we aspire. How to do this effectively is something which we’d all like to know the recipe for. Taking learnings from a ten-year career in high-growth companies, and most recently, three years at Europe’s fastest growing company, Deliveroo, Alice will explore some of the key ingredients she’s seen in building this success. We’ll start with marketing and business strategy – however, crucially, we’ll move on to look at how applying our own unicorn-horn, our “growth-mindset,” to our personal selves can be the most powerful tool in creating the space to thrive.

Alice’s career spans ten-years in high-growth businesses and mostly recently, three years at Europe’s fastest growing company, Deliveroo. As one of the founding members of the marketing team, Alice is proud of her contribution to the start-up success story of a generation.

12:00-13.00

Lunch break

12:20 - 13:00
PARALLEL SESSION

Questions

Yara Paoli

Chief Growth Officer, Preply and former VP of Growth, Skyscanner (Spain)

Vidar Andersen

Founder, +ANDERSEN & ASSOCIATES (Germany/Norway)

13.00-14.00
Parallel Session

ADAPT OR DIE: THE NATURE OF BRAND STRATEGY

Charlie Ebdy

Chief Strategy Officer, Vizeum UK (UK)

There is no such thing as a universal rule of business, and there is no such thing as a universal rule of marketing. Despite this, marketers and marketing scientists have for decades chased the impossible, a universal code to brand-building, at the expense of effectiveness. Instead, theory and practice point us towards a much simpler truth: that great marketing and enduring brands are built on adaptation, on individual understanding not general principle. Businesses should learn to adapt, or they will die.

Charlie is an award-winning strategic thinker, his work on brand growth in the digital age won him the IPA Excellence Diploma’s President’s Prize in 2016, he is the only person to have placed three times in the top five of Admap’s global essay prize and he spoke at Ad Week Europe in both 2016 and 2017. Charlie has judged the Media Week Awards, the Effies and is an IPA Excellence Diploma marker.

14:00-15:00

Coffee break

15:00-15:30
Main Stage

How to use WECHAT for brand growth?

Enrico Plateo

Business Development Manager Europe, Tencent (UK)

Enrico Plateo promotes and manages Tencent activities in European countries with a particular focus on WeChat-related business solutions such as WeChat Social Ads and WeChat Pay. In 2017 Enrico joins Tencent as Europe BD Manager but his professional career begins at the Ministry of Economics and Finance, from which he gradually moves to the digital world, first in the marketing offices of some international luxury hotel chains, and subsequently taking on the role of marketing consultant in the digital-boutique Business Competence.

15:30-16:45

Marketing Effectiveness Award 2018

16:00-17:00
Parallel Session

HOW TO APPLY A/B TESTING CORRECTLY AND CARRY OUT OTHER MARKETING EXPERIMENTS

Yara Paoli

Chief Growth Officer, Preply and former VP of Growth, Skyscanner (Spain)

16:30

Closing words

19:00-

Afterparty in Hilton Olympic Casino

21.03.2019 22.03.2019
09:00 - 10:00

REGISTRATION AND BREAKFAST

10:40-11:10
Main Stage

THE FUTURE OF TV ADVERTISEMENTS ON NETFLIX AND YOUTUBE ERA

Christian Anting

Manager of All Media Baltics

This session will focus on why Asia is growing so rapidly, especially in tech and digital:

  • Why is this so, and how it affects the consumer and O2O (online to offline) landscape.
  • How leading tech companies in China (e.g. Alibaba, Tencent, Xiaomi) and ASEAN (such as Digibank by DBS, Grab, Gojek) are challenging traditional financial institutions and retail companies.
  • Why Asia is not one homogeneous region but a melting pot of culture, tradition, various stages of urbanization.
  • Who is the Asia consumer? What are the key trends moving forward to capitalize and focus on?

Jacqueline is an experienced brand and business strategist who focuses on digital transformation (including development of AI). She is currently a Partner at Prophet. For over 20 years, as one of Asia’s most experienced Strategist, she has helped clients develop and implement profitable growth and branding strategies.

She was recently bestowed the honor as one of Global Most Influential Marketing Leaders 2015 by the World Marketing Congress.

11:10-11:40
11:10-11:40
Main Stage

Asia – the Birthplace of 21st Century Megabrands

Jacqueline Thng

Partner, Prophet (China)

Jacqueline is an experienced brand and business strategist who focuses on digital transformation (including development of AI). She is currently a Partner at Prophet. For over 20 years, as one of Asia’s most experienced Strategist, she has helped clients develop and implement profitable growth and branding strategies.
She was recently bestowed the honor as one of Global Most Influential Marketing Leaders 2015 by the World Marketing Congress.

11:40-12:10
Main Stage

Huawei growth strategy: acting local while staying global

Dasha Karpilovich

Head of Marketing Baltic, Huawei Consumer Business Group (Baltics)

The focus of the presentation will be Huawei’s CEE&Nordic marketing strategy – glocalization – with the real illustrative examples from media, digital and PR.

Examples of questions to be answered:

–        what type of content works better: local or global?

–        what is the perfect ratio between global and local content/campaigns

–        how to optimize your marketing strategy if you are operating in various markets with different cultural backgrounds

 

12:10-13:15

Lunch Break

12:30 - 13:00
PARALLEL SESSION

Questions

Gordon Euchler

Head of Planning, BBDO Düsseldorf (Germany)

Christian Anting

Manager of All Media Baltics

Dasha Karpilovich

Head of Marketing Baltic, Huawei Consumer Business Group (Baltics)

13:15-13:45
Main Stage

The Story of adidas – How to Enable Growth with a Smart Media Strategy

Simon Peel

Global Media Director, adidas (The Netherlands)

Simon is the Global Media Director at adidas, prior to which he held a similar role at Twentieth Century Fox and developed first-hand experience of agencies at Phd Worldwide, Mediacom and Mindshare. At adidas, he is responsible for setting global media strategy, designing and implementing the company’s media infrastructure and managing the agency roster, including all adtech and data partners. Simon is at the forefront of emerging marketer/agency models.

13:45-14:15
Main Stage

Shiseido – a Story of Remarkable Growth Despite a Traditional and Highly Disrupted Landscape

Zaheer Nooruddin

Senior Vice President, Head of Digital Experience (DX), Shiseido, China Region (China)

Shiseido’s remarkable growth (42% increase in brand value over the last year) in recent years, has led to the Japanese beauty brand’s ranking at number 17 on Business Insider’s fastest growing brands ranking.

The beauty/cosmetics sector is highly competitive, with disruptive trends coming from left, right and centre, especially in the fast-evolving and dynamic China region.

 

Presentation will cover:

  • Trends in China’s fascinating and fast-evolving Digital ecosystem
  • Shiseido’s global Digital Transformation Story to a “Digital-First” approach: how a traditional company transforms to “Digital-First”
  • Developing Omnichannel excellence: How Shiseido does it
  • Data-driven product development for brand growth

Zaheer Nooruddin is an accomplished Digital Transformation leader. As an Asian corporate digital innovator, leader and communicator who builds business through Digital tools and capabilities. Having worked for 18 years across the China, Asia-Pacific and Middle East North

Africa regions. A global citizen, over the past two decades has been based in NYC, Mumbai, Dubai, Beijing, Hong Kong, Singapore and Shanghai.

During his prolific career in Digital – working at both corporate as well as award-winning global Digital agencies as Strategy and Innovation leader for the APAC region – Zaheer has successfully developed Customer solutions, platforms and campaigns for Fortune 500 brands across both B2C and B2B sectors. Today Zaheer is senior vice president and Executive Management Team member for global Japanese beauty company, Shiseido, in China and Hong Kong, where he drives forward a broad digital transformation and brand-building initiatives that includes projects across Ecommerce, Marketing, Media, Content, Data Science, CRM, and Marketing Analytics.

For Shiseido in China and Hong Kong, Zaheer has launched “DX” – a cross-functional digital organization that delivers intelligence, advanced analytics, strategy and operations excellence for the company’s iconic brand portfolio.

14:15-14:45

COFFEE BREAK

14:30-14:45
PARALLEL SESSION

Questions

Zaheer Nooruddin

Senior Vice President, Head of Digital Experience (DX), Shiseido, China Region (China)

Simon Peel

Global Media Director, adidas (The Netherlands)

14:45 - 15:45
14:45-15:15
Main Stage

STRATEGIC CREATIVITY – ALL THE THINGS RIGOROUS STRATEGY WAS TOO SCARED TO TRY.

Gordon Euchler

Head of Planning, BBDO Düsseldorf (Germany)

From new paths along the customer journey, to creating better problems and mass-targeting.

What happens when you apply creativity not just to the ideas of advertising and marketing but to its strategic tools: and discover how you can enhance mass-market effects described by Byron Sharp – through targeting. Discover not better solutions, but better problems. And don’t just fill customer journeys but create deviations and shortcuts through them.

 

Gordon is a Doctorate from Cambridge University. After finishing his PhD at the University of Cambridge with the over-promising title ‚A theory of Sexiness and Violence‘ Gordon did the only sensible thing and joined advertising. He worked on the strategy for brands like Deutsche Telekom / T-Mobile, Electrolux, Bwin, Allianz, Postbank and O2. And still hopes to this day that no one ever asks him to explain what the PhD was about. Luckily yet not surprisingly so far they had much better things to do.

 

Invariably with the objective of winning both creative and efficiency awards with the same work. Passionate when the business analysis from corporate consultations comes up against creative force. Because the best solutions for business challenges are creative and innovative. Has written numerous articles and research papers for respected industry outlets like WARC.

14:45 - 15:45
PARALLEL SESSION

HOW CAN EUROPEAN COMPANIES LEARN FROM ASIA’S ENORMOUS GROWTH? WHAT ARE SOME KEY TRENDS TO NOTE?

Bernhard Schaar

Associate Partner (Branding, Innovation, CX), Prophet (Germany)

Jacqueline Thng

Partner, Prophet (China)

What should we learn from fast growing Asia? Which trends have an effect on Europe?

What can European companies do to break into Asia markets and how can it be relevant to a digitally savvy market paired with an aging population as well as a growing affluent and middle class.

 

Bernhard is an Associate Partner at Prophet in Berlin and a known thought leader in branding and marketing. He looks back on more than 15 years of experience in management consulting, working with leading brands to grow their businesses.

 

Since joining Prophet in 2007, Bernhard became advisor for a variety of industries, including distribution, industrial manufacturing, financial services, and FMCG – for both B2C and B2B customers. His projects allowed him to work in markets like the Middle East, the US, South East Asia, and Africa, in addition to his European home markets.

 

Bernhard combines a highly international background with a broad range of consulting skills. He supports businesses in their development through brand identity and positioning work, sharpens value propositions as well as enhances products/services and CX. To help them grow, he optimizes brand portfolios and architectures, identifies new growth opportunities, refines the marketing organization setup, and drives the adaptation of business models to the digital era.

 

Bernhard also serves as Prophet’s EMEA Head for the Brand Relevance Index®, Prophet’s proprietary tool to help companies measure their brand relevance and understand how they can unlock growth. He regularly publishes thought pieces on branding and marketing topics in specialist media.

 

Prior to Prophet, Bernhard was a consultant in the Spanish unit of the BBDO group, where he gained profound knowledge in Marketing Consulting. He is fluent in German, English, French, and Spanish, and holds a German-Spanish double degree in International Business from the European School of Business in Reutlingen, Germany and ICADE in Madrid, Spain.

 

15:45-16:30
Main Stage

Mad Men VS Math Men: How to Combine Data and Creativity

Igor Beuker

Professional Speaker, Entrepreneur and Strategist (The Netherlands)

In the space of 25 years, Igor was kicked out of professional football and went from a college dropout to a radical marketing visionary and modern-day serial entrepreneur.

With his radical vision and reliable voice, he inspires audiences around the world.

At conferences and on Twitter, Igor is frequently a trending topic as Math Man in a world of Mad Men and described by audiences as “Burning Man meets TED.”

Behind the scenes, a serial entrepreneur with 5 exits and 24 angel investments, an award- winning marketing strategist for brands like Amazon, L’Oréal, Nike and Unilever, and a new breed trendwatcher for Fortune 500s.

16:30

CLOSING WORDS

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