Bull will talk about ‘calamity in the industry’, saying that ‘brands are still not being created with all media in mind’.
He also plans to talk about how to harness technologies such as augmented reality, ‘to bring them into design, make them real and tie them into branding’.
A series of seminars and workshops will take place at the festival, including a discussion on the visibility of the creative industries in Rotterdam, compared to other cities.
The event, which takes place from 27-30 May, aims to ‘reward excellence in communication design and inspire the creative community across Europe’.
Design walks will also take place during the festival, allowing visitors to see Rotterdam studios and meet designers.