Content Marketing in Central and Eastern Europe: Facts Instead of Preconceptions

Members of weCAN, the largest independent agency network of Central and Eastern Europe, gather every year to share the facts, features and trends of the advertising and media industry of the entire region with each other. Starting from 2016, the interested members of the professional public are given the opportunity to get a glimpse into the everyday life of the Central-Eastern European advertising market at the so-called CANnual Conference.

What are the latest content marketing trends of the region? Which platforms and tools are the most popular? Why should you use influencers? What kind of solutions work for these diverse markets? And last but no least: what can an everyday marketing professional, a brand manager or an agency strategist can learn and use from all this?

Register for the CANnual Conference, gain an insight into the CEE advertising market and take some useful ideas home with you. During the event, we are going to present the new CANnual Report 2017 that contains the most comprehensive and latest data as well as analyses about the region's advertising market. This year our central topic is content marketing.

Who should participate?

  • Practicing marketing professionals who are interested in the advertising market of the region and would like to gather information, useful ideas and inspiration for their everyday work.
  • Anybody who is curious about content marketing and its tools and would like learn how to use it effectively.

Attention! The language of the CANnual Conference is English.


Speakers of the CANnual conference are mostly advertising professionals working at weCAN, the largest independent agency network of the Central and Eastern European region. Nevertheless, we also invited guest presenters who help us interpret the regional trends of content marketing and content development. Come to the conference, meet our speakers and ask your questions from those who know the advertising markets and consumers of the neighboring countries the most thoroughly.

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17th of October, 9:00 - 14:30

Our speakers will present local advertising markets' current trends and recent changes in the region. The first session will reveal the findings of the latest edition of the weCAN network’s annual publication, the CANnual Report 2017, followed by presentations about content marketing and digital trends and best practices in the CEE region.

Registration -

9:00 – 9:30

Opening speech -

Petr Laštovka, Group Head of Planning, Comtech_CAN (CZ)
László Szarvas, Managing Partner, weCAN (HU)

What is new in the CEE ad industry and media market? +


  • The weCAN Ranking 2017
    László Szarvas
  • A Look Behind the Trends: The findings of the CANnual Report 2017
    Böbe Barsi, International Communications Manager, Café Communications, weCAN, Editor of the CANnual Report (HU)

How to make the best out of innovation? +


  • On startups and innovation – my personal learnings
    Jindra Benko, ‎Ex-Dropboxer, Ex-Googler (CZ)
  • Digital placements
    Štěpán Tesařík, Media Director, Canmedia/Comtech (CZ)
  • Content in the mobile world
    Eduard Krečmar, Social Media Strategist, Media Block (CZ)

Coffee break -


How to create a content strategy at a company? +


  • Repositioning our brand inside and out – what it entailed and how it affected our business
    Lazo Raftovski, Strategist, Home Credit International (CZ)
  • Content Marketing at One of the Region's Largest Banks – an OTP Bank Case Study
    Gergely Dolezsai, Head of Brand Management and Marketing Communications, OTP Bank (HU)

What can you learn from influencers? +


  • Confessions of an influncer
    Sandra Kisić, Blogger (CZ)
  • Roundtable discussion
    Moderator: Petr Laštovka

Lunch break -


What are the latest trends in reaching consumers and citizens in social media? +


  • A 15-minute recipe for Socialbakers' sales funnel: Baking a B2B sales funnel in a social media analytics company
    Břetislav Stromko, Director of Marketing Operations and Reporting, Socialbakers (CZ)
  • Buzz around the ballot. How social media change political narratives?
    Wojciech Przybylski, Editor-in-chief, Visegrad Insight (PL)

What is the secret of agencies behind the content? +


  • Digital. The coin with many faces.
    Sebastian Oszczepalinski, Digital Development Director, Walk (PL)
  • How Content Marketing Can Make Any Product Category Desirable
    Catalina Ciorei, Digital Strategist and New Business Director, thegroup (RO)

Closing speech -

Petr Laštovka, László Szarvas



Prague, Art & Event Gallery Černá Labuť

This year, the conference is going to take place in Prague, the city of a hundred spires. Full of scenic views, historical sights, crooked cobblestone streets, horse-drawn carriages, vintage street lamps, secret gardens and many other hidden gems, the city is waiting for you to explore.

The venue is going to be the Art & Event Gallery Černá Labuť, located on the 8th floor of the iconic "Black Swan" building with stunning views of Prague's rooftops. Designed by the famous Czech architect, Eva Jiřičná, the unique, multifunctional space combines the spirit of the art ambient of the 20's with high-quality, modern style and delicious catering.

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The participation fee of the CANnual Conference is 200 EUR + VAT.

Ensure your place by registering as soon as possible. Send an e-mail to Martina Huskova to and she is going to provide you with all the necessary information.

Please send all requests for media accreditation to the same address.