Advertisement is a French word meaning the dissemination of information about someone or something in an effort to draw attention to and publicize its merits.
Only a few years ago, advertising in Georgia was quite uncommon. For some people the very idea of advertising was totally vague. However, no business venture or sale of a particular product can do without promotion and advertising.

Life has changed with time. Advertising advanced in Georgia and found a strong foothold here. The quality and content of our commercials is a separate issue. In the leading countries of the world, professionals are in charge of the advertising business. These people can create real masterpieces and are highly qualified experts of the art of advertising. In Georgia, this niche happened to fall predominantly into the hands of unqualified people  which has, accordingly, affected the quality of advertising. It should be noted, however, that there are many gifted professionals in this area as well. And, of course, it is primarily up to the customer to choose who he would trust with the promotion of his product.

Last year, the "Epica" festival of European advertising was held in Georgia for the first time. The festival was arranged by the combined efforts of the general sponsor Magti GSM, the Georgian Television and Radio Broadcast Company, Georgian Telefilm company, and Ultra Ltd. The project was made possible with the support of the French embassy.

The "Epica" festival generated lively public discussions. Foreign participants brought their best samples of commercials to the festival. In addition, workshops and master classes were organized which once again reminded the attendees of the role of advertising in the development of the world economy.

The masterpieces from the "Epica" collection were shown. This important program was presented by Andrew Rawlins, the "Epica" director. The first demonstration of Georgian commercials closed the festival. The winning clips were chosen, which were subsequently sent to the First International Advertisement Festival in Kiev, where they won eight awards. This year, Georgian advertisements won five awards at the Second International Advertisement Festival in Kiev.

Thus, Georgian advertising found its way to Europe. The enormous interest generated by "Epica", prompted its organizers to found the Caucasian International Festival of Advertisement (CIFA) which will be  held this year from 26 September through 30 September. And again it was Magti GSM that headed the sponsorship of the CIFA event. It must be emphasized that if it were not for Magti GSM and specifically its owner and chairman, Gia Jokhtaberidze, arranging of the festival would have been impossible. The initiative and attention given to the festival by Mr. Jokhtaberidze is an unprecedented event in Georgia. The relationship between the CIFA organizational committee and the Magti GSM management is marked by friendship and creativity, providing a strong foundation for the quality and success of the festival.

The focused orientation of Magti GSM to advertising activity is particularly remarkable. Magti GSM's promotional campaign is based on a national identity that has been superbly reflected in the Magti GSM commercials - the well-known "Kvevrebi", made by the film director Giorgi Ebralidze. Particular attention has been paid to the topic of Georgian advertising by the Russian promotional press. It has been especially noted that the work is "permeated with the national spirit". The "Kvevrebi" and a number of other Georgian commercials, became part of the "Epica" collection and that, undoubtedly, represents a great achievement.

Giorgi Ebralidze, the CIFA director and artistic manager of the Georgian Television and Radio Broadcasting Company, was invited as a jury member to the Kiev Second International Festival of Advertisement. In the course of the festival, Mr. Ebralidze made a CIFA presentation which the Russian press termed as a "most remarkable" undertaking. Sometime prior to this event, Giorgi Ebralidze held a master-class during the "Epica" days in Moscow on the topic of national motives in advertising. The master class aroused keen interest. Here is an abstract from the "Science of Advertisement" article featured in the Russian internet magazine  Advertology (www.advertology.ru): "I believe that all the participants and the guests of the festival will agree with me that Georgian advertising is indeed a unique phenomenon. Let me provide an explanation. It is amazing that the producers of commercials of this not very wealthy European country, manage to create not only masterpieces of advertising but also real masterpieces of art…" (Eugenia Vesanto).

For all these reasons, the CIFA organizational committee hopes that this festival will become another serious step toward establishing a solid niche for Georgia within the sphere of European advertising.

The festival will host a large number of guests from Europe, the CIS and Caucasian countries. This festival will build on and further promote the ancient ties of friendship that link Georgia, Armenia and Azerbaijan.

As the festival organizers say, last year the press called "Epica" the "celebration of advertisement", and they do hope that this year this celebration will be even greater and all embracing.

Nino Kargareteli