The IABC World Conference on communications practises of the future

The IABC WORLD Conferencein Vancouver in mid-June drew a record number of attendees and was dedicated to forecasting changes and fresh communication practices, especially in the areas of management, business transformation and internal communication, brands, and communication techniques and tools. A lot of attention was attracted by the lecture of Zavarovalnica Triglav titled “How to create interesting topics in ‘boring’ industry”, twice included in the program of this four-day conference.

The IABC World Conference is the largest global professional development event designed for communication practitioners. This year’s event entitled “Think Forward” drew over 1,300 attendees from around the world. The lectures covered predictions such as the use of blockchain technologies to ensure the authenticity of resources, the emergence of closed personal social networks and the simultaneous spread of services on global platforms, and among other things, directly tested the reasons for the spread of digital spatial branding. Considering the advent of communication technologies, the conference highlighted the irreplaceable role of personal communication for the successful operation of virtual teams and the need for coordinated operation in a multi-channel environment.

Its result is also a longer list of communication management and strategic communication management experts who passed tests at the Global Communication Certification Council (GCCC). It celebrates its fifth year with the objective to establish the first global standard for professional communication.

Alenka Bešter and Inga Batur presented the contents created by Zavarovalnica Triglav for their “Everything Will Be Fine” web portal with which it successfully develops relations with customers in a seemingly boring industry. The most impressive were Triglav’s video contents, in particular the display of a car accident rescue, featuring the Slovenian ski jumper Cene Prevc as a protagonist. The video, which has a preventive purpose, was shot in a 360-degree technique for a more authentic experience. With the help of a VR headset everyone can experience the consequences of a serious traffic accident without being involved in one.Among others, this year’s Gold Quill awards were received by Zavarovalnica Triglav and Studio Kernel; the latter was among three nominees for the Boutique Agency of the Year, while the award was won by the Australian Cropley Communications agency.

Matej Črnjavič

Corporate Communications Specialist

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