Writer and Mad-blog contributor Mark Tungate examines the unique appeal of the Golden Drum festival.

I’m back at Golden Drum – and I hope I’ll be back every year. Inevitably, as summer comes to an end and my schedule of autumn events starts to fill up, I start worrying about whether or not I’ll be invited to Portoroz. Occasionally I dust off my press card and prepare to cover the event as a journalist. This year, however, I’m happy to say that once again I’ll be speaking. In fact, I’ll even be moderating a forum about the future of advertising (at 3pm on Friday, with speakers including Stefan Schmidt of TBWA Germany).

What makes Golden Drum such a highlight of my year? It’s not just the opportunity to see innovative work from the New Europe, which is part of the festival’s unique appeal. And it’s not only the chance to mingle with creative people from all over the world – especially from countries that are often overlooked by larger festivals. It’s not even the Mediterranean allure of Portoroz and the fabulous parties that take place there during the week.

No, what makes Golden Drum so appealing is its friendliness. For a few days, the Hotel Bernadin becomes a social hub where you’re constantly bumping into people you know. It’s exactly opposite to the vast, crowded Cannes, where you have to make appointments with acquaintances weeks in advance. In Portoroz, you know that you’ll soon be sitting on the terrace discussing the issues of the day with some of the wittiest minds in advertising. Equally, the event’s manageable scale makes it easier to meet new people – often industry stars who would normally be inaccessible. Something about Golden Drum makes everyone more relaxed and approachable.

Of course, we mustn’t forget that there is a packed schedule of seminars and debates – and I will be listening to many of them keenly. But Golden Drum regulars know that some of the most interesting conversations take place behind the scenes. And I’m certainly looking forward to this year’s.

Mark Tungate is the author of the new book Luxury World: The Past, Present and Future of Luxury Brands.