With the slogan "Marketing as a Never-Ending Story," the 8th edition of Marketing Shake—the largest marketing and communications festival in the Baltics—concluded on May 22. This year, the event took place at the Zuzeum Art and Culture Centre in Riga, bringing together local and international professionals for a full day of insightful discussions, hands-on workshops, creative activities, and an evening screening of the best ads from Cannes Lions.
“People are tired of lengthy texts and traditional advertisements. Storytelling—short, personal, and narrative-driven—is becoming increasingly relevant,” said Zanda Šķēle, head of the marketing and event agency WE ARE VERY and the event’s lead organiser. “That’s why we invited our speakers not only to share trends and strategies, but also the stories behind their final products—like Vladislava Romanova’s journey from unemployment to founding her agency, Kristaps Pētersons' positive take on failure, and Estonian Kerstin Kessu Raidma’s path to the world-renowned Cannes Lions jury.”
The festival opened with a keynote by sociologist and Norstat Latvia director Linda Ezera, who spoke about word-of-mouth influence on consumer decisions. According to 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, analysed modern buyer behaviour. Generation Z (ages 13–28) actively engages with digital tools and makes split-second decisions. “Modern challenges demand modern solutions,” he concluded, emphasising the need for intuitive usability paired with unique content.
From the Czech Republic, David Duc of ShortPRO delivered practical insights into TikTok’s algorithm and how brands can break through the digital noise. He explained how the platform directly reflects users’ interests, based on engagement and watch time.
Another highlight was a thought-provoking session by Maija Milbrete, former Employer Branding Lead at Printify, who opened with: “The employer brand is the biggest marketing project HR is responsible for.” She emphasised that optimistic, motivated employees are a long-term investment—replacing them can cost the equivalent of 3 to 6 minimum wages. She encouraged companies to support financial, emotional, and material well-being, turning employees into genuine brand ambassadors.
From a journalism 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—95% trust their feelings before facts. She advised communicators to adopt methods from influencers and content creators to make factual information more relatable and engaging.
“Attention, please!” said Zanda Šķēle in her closing remarks, teasing next year’s theme and comparing the word "attention" to nine letters with a million possibilities. “Attention is not guaranteed—it must be earned. See you on May 21, 2026, to find out how!”
WE ARE VERY is an event and marketing agency. Years of experience in organising 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 organisers: WE ARE VERY
Supporters: Art Centre Zuzeum, Cannes Lions, Santa Publishing, Illy, Magnum, Fiteg2, Mežpils Beer, Baltais, BALTS Paper Goods, Preimmu, Hyundai
Online resources: www.marketingshake.lv
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