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Marketing is not only a creative tool

March 27, 2017

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Effie Croatia awards 2017 saw the biggest increase in the number of entries compared to 2016 – 40 percent! We talked to Darko Ivančević, this year’s Effie Croatia Awards jury president and Global Vice President for Staropramen within Molson Coors, about his view on efficiency in marketing and why an increase in the amount of entries benefits to all. And nevertheless, he provides an advice to marketers for success in 2017 and his predictions what could be “the next big thing” in marketing.

After 10 years in the Zagrebačka brewery, with the last several years on the position of Marketing director, Ivančević became the Global Vice President for Staropramen within the Molson Coors brewing company.
After 10 years in the Zagrebačka brewery, with the last several years on the position of Marketing director, Ivančević became the Global Vice President for Staropramen within the
Molson Coors brewing company.

What’s your definition of effective marketing in one sentence?

In one short sentence, I would say that effective marketing is the ability to use all the company resources and knowledge and translate all that to products and services that will continuously delight our consumers and customers. In other words, I would probably describe it as a need to understand the market and different insights regarding our consumers, develop integrated communication and services that have the ability to attract the attention of the consumers and customers on their journeys with your brand – with the objective to delight them, but also to achieve your business objectives.

Moreover, what is – in your opinion – the key to effective marketing?

I have mentioned some of the aspects in my previous answer, but, to elaborate, on the basis of my business experience with great marketing results, for example with the Ožujsko brand, I have always emphasized two key success factors. First, total integration of communication, in marketing terms a 360 approach to today’s multiple channel that are available. There is also the effective integration of internal marketing and sales activities. One message with both pillars. Once you have internal alignment, the results will come. Another big key is consistency. Rome was not built overnight, so the big brands cannot be built that quickly either. They will never have the opportunity to become effective if they are not strong and consistent. I do not exclude one-shot marketing projects that can be effective, but I am a strong believer in the fact that our primary job in marketing is to build strong long-term brands that will create a “pull” effect in terms of sales and overall business performance.

According to Effie Croatia, the biggest number of entries comes from financial and insurance industry. What’s your explanation for this?

Yes, that’s true indeed. Financials and telecoms always apply with a lot of projects. I would say that they have quite a hard job since the relationship they have with their consumers is very often based on the functional benefits of services. So to make the emotional connection is a big challenge. On top of that, today’s consumers are much more educated and informed than ever, and financial services are under heavier scrutiny.

What is the biggest obstacle in creating effective marketing communications today? How has the approach to achieving effective marketing change in past 12 months?

The biggest obstacle is doing something while not having a clear strategy of what is next. That’s not even related to today’s trend, it’s a basic principle that should always be on the marketer’s mind. Another one is the ratio of using insights vs. foresights. That’s very connected with today’s fast pace and the number of changes. We are moving forward dramatically. You have some insights today, but they quickly become irrelevant. So I would say, respect insights, anticipate foresights, have a strategy, and do not fear to execute it. The last can also be a big obstacle if it is not done right; opportunities come and go away easily.

Darko Ivančević, The Croatia Effie Awards 2017 jury president
Darko Ivančević, The Croatia Effie Awards 2017 jury president

What trend (if any) did you notice among this year’s Effie entries?

Marketing is not only a creative tool, but has the important task of being an effective tool. That is the biggest trend. And that’s why we have an increased number of entries. I would say with increased quality of business cases, from big brands, but also from smaller companies. We can be satisfied with the increased marketing dynamics on our markets, and that’s good for overall expertise.

What is the one thing you would advise marketers to invest in 2017?

Invest in a clear understanding what you want to do with the brand in the next 5 years – what each brand stands for, and be consistent. Once you have that basic principle taken care of, it will be easier for all to make executions and projects that are coherent with the communication trends. And not only to consumers, but also to customers.

Finally, what would you say will or should be the next big evolution for marketers over the next few years?

As brands are moving forward, I believe that there are two big areas for “next-level” marketing – one is the next level of experiential platforms. People today want to experience, not to read or see. The fast evolving technology can enable us to do this. Another one is corporate social responsibility. Big brands must include these practices. Of course, the challenge is to have that integrated into the brand strategy. I am expecting to see more of that in the future.

CampaignsCroatiaMacedoniaSerbiaSlovenia

MM’s Top of the Week

March 26, 2017

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MM introduces a selection of the most read media, advertising and marketing stories from the past week, ended on 24 March. It’s the week before the official start of the festival season. This week’s seen a few new campaigns, appointments and Pragma Komunikacije winning HUOJ’s Agency of the Year award.

Photo: Dreamstime
Photo: Dreamstime

Fairytale Put on Pause

Advertising agency McCann Skopje and a mobile network operator Vip collaborated on a promotion of its interactive TV service. The TV commercial comes in a form of a (digital) fairytale with an unexpected twist.

Give Your Brain a Break

Croatian mobile operator Tomato and Bruketa & Žinić OM came out with a solution that works as a filter for negative news.

“Start, Slovenia” Among The Most Innovative Campaigns In The World!

One of the most important communication projects in Slovenia in the last twenty years, titled “Start Slovenia” has been shortlisted for The Warc Innovation Awards. It’s also the only campaign on the shortlist that made it from continental Europe.

Set The Record

Planica proudly boasts of holding more ski-jump records than any other. For this weekend, Zavarovalnica Triglav enabled fans to hold their own – by predicting the distances.

Pragma Communications Is The Agency of the Year at HUOJ 2017 Awards

The Croatian Association for Public Relations (HUOJ) handed annual Grand Prix awards to its respected winners. Pragma Communications has been announced the agency of the year while Croatian Mountain Rescue Service Is HUOJ’s Communicator of the Year.

IAB Serbia Names New President of Assembly

Sanja Lalević-Cvetković, digital media manager at Direct Media, will replace Uorš Ignjačević as IAB Serbia’s president of the assembly for the next three years.

Brands Die – A Lesson in Brand Darwinism

By Anida Krajina, Balkan Marketing Stories

Dialog Komunikacije Strengthens Its Content Creation Team

Croatian communications agency Dialog appointed Nina Marković and Jelena Spalatin to its content creation and community management team.

Zadrga Will Brand FIBA’s Eurobasket Women 2017

Slovenian advertising agency has been tasked with the creation of visual identity and branding of EuroBasket 2017 Women. The tournament will be held in Prague and Hradec Kralove (Czech Republic) this June.

Stojan Pelko Is Golden Drum’s Vice President

Golden Drum announced the appointment of Stojan Pelko, strategic communication advisor and former state secretary at the Ministry of Culture of Slovenia, as its new vice president.

CampaignsCroatia

Give Your Brain a Break

March 24, 2017

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Croatian mobile operator Tomato and Bruketa & Žinić OM came out with a solution that works as a filter for negative news.

Tomato (owned by VIPnet) decided to shake things up with tariffs without unnecessary information. So the partners came up with an extension of its “Give your brain a break” and visual refreshment of the platform. Moreover, consumers can now pick tariffs without any headache. This was made possible by tv ads, outdoor and ATL as well as with fruit juices in front of the nightclubs. As an icing on the cake, they came up with a sort of “anti-BS” button which serves as a filter for negative news.

Credits:

Client: Vipnet

Agency: Bruketa&Žinić

Marketing director: Lordan Kondić

Director of Brand and marketing communications: Marija Jakeljić

Coordinator: Vedran Hrgović

Senior specialist: Marijana Labaš

Digital media and communications planning specialist: Mila Perović

Media Strategy Principal: Liliana Božić

Creative directors: Davor Bruketa, Siniša Waldinger, Ivan Čepelak

Junior creative director: Đorđe Janković

Account director: Roberta Kranjec

Strategic planning director: Ivan Tanić

Art directors: Ivana Momčilović, Siniša Sudar

Account manager: Dubravka Klepac

Strategic planner: Tea Silvia Vlahović

Digital account executive: Stipe Bačić

Account executive: Ante Kantor

Copywriter: Martina Tupek

Designer: Alen Lipuš

UX designer: Krešimir Lončar

Production: Kinoteka

Director: Miha Mlaker

Social media and digital production: Degordian

Teleprompters production: Plavi film

Media agency: OMD Hrvatska

CampaignsCroatia

Days of Communication 2017 Announces Award Entry Numbers

March 24, 2017

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At close of entries, Croatian national advertising festival Days of communication confirmed that 227 award submissions have been received for its 2017 edition.

16.04.2016., Rovinj - Dani komunikacija 2016., nacionalni festival marketinskih komunikacija koji traje od 14. do 18. travnja u hotelu Lone. Dodjela nagrada ideja X. Photo: Borna Filic/PIXSELL
Photo: Borna Filic/PIXSELL

Honouring marketing effectiveness, Effie awards grew significantly – 40 percent year-over-year compared to 2016 – and received 51 entries. On the other hand, creativity awards IdejaX, which was subdued to some changes and introduced gold, silver and bronze awards, attracted 73 entries. Awarding digital projects, Mixx totaled 84 entries, a 6 percent increase compared to 2016. Lastly, the festival announced 19 teams will compete at the Croatian 2017 Young Lions.

Days of communication will be held between 30 March and 2 April at Lone Hotel in Rovinj.

CroatiaPeople

Sanja Miočić Is The New Communications Director At Tele2 Croatia

March 22, 2017

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Croatian subsidiary of telecom operator Tele2 appointed former BMW marketing and PR manager Sanja Miočić as its new communications director.

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According to Miočić’s LinkedIn, she is experienced marketing and public relations manager with a demonstrated history of working in the public relations and communications industry. She is skilled in marketing management, business planning, press conferences, integrated marketing, and crisis communications. Prior BMW, Miočić worked as corporate communications manager, director of marketing and PR department at Allianz Zagreb.

CampaignsCroatia

Kruševice’s AHOJ Tram Party

March 22, 2017

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As part of its "Iz Češke brez greške" campaign, Czech beer brand Kruševice organised a series of six tram parties in Zagreb, featuring comedian Željko Pervan.

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Krušovice, in Croatia accompanying Heineken Croatia’s portfolio of brands, will take over a line number 13 every other week. Besides litres of popular lager, Czech pub atmosphere and music, the partygoers will be joined by a comedian Željko Pervan. The activation, also called AHOJ (yes, its Czech greeting) party is streamed on its official Facebook page.

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BusinessCroatiaPeople

Dialog Komunikacije Strengthens Its Content Creation Team

March 21, 2017

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Croatian communications agency Dialog appointed Nina Marković and Jelena Spalatin to its content creation and community management team.

Nina Marković (left) and Jelena Spalatin
Nina Marković (left) and Jelena Spalatin

Nina Spalatin joined Dialog from Styria Group where she worked for four years in digital development, marketing and promotion departments. Jelena Spalatin comes from the position of junior advisor for business development. The two joined the Dialog due to increased demands for content production of both online and offline channels.

Marina Ćulić Fischer expressed her delight for international companies opening their offices in Zagreb. “From Croatia we will manage digital and corporate communications on regional market for some of the world’s biggest brands. Until the end of the year we expect double digit growth in year-over-year compared with 2016,” she remarked.

CroatiaPR

Pragma Communications Is The Agency of the Year at HUOJ 2017 Awards

March 20, 2017

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The Croatian Association for Public Relations (HUOJ) handed annual Grand Prix awards to its respected winners. Pragma Communications has been announced the agency of the year while Croatian Mountain Rescue Service Is HUOJ’s Communicator of the Year.

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HUOJ Grand PRix awards honour the best communications projects in Croatia. The jury awarded the projects in twelve categories and honoured special prizes and individuals for excellence in professional achievements. This year’s competition saw 68 entered projects.

Winners by categories:

  • Corporate social responsibility: “Scratch with a reason” by Pragma communications in collaboration with Zagrebačka pivovara
  • Sponsorship: “The missing piece” by Veturelli for Allianz Croatia
  • Local government: “More than reality“ by Šibenik’s Culture Fortress
  • Non-governmental: „Launch and positioning od Hub385“ by LAco & Partners, Komunikacijski ured Colić.
  • Large businesses: “Trial house IKEA” by Madison Consulting.
  • Small and medium businesses: “Diablog” by Dialog Communications.
  • Digital: “Watch Euros at Gol.hr” by Nova TV.
  • Internal: “Wake up to Branimir Budetić” by Allianz Zagreb
  • The best adaptation of the global campaign: “Smile back” by Dialog communications for Mars
  • Events: “10th Millenium Jump” by Propela Zadar Association
  • Strategy: “Repositioning of Danfoss Croatia” by Hauska & Partners
  • PoliticalAnja Mrak – for citizens and city buildings,” by Anja Mrak and her camp
  • Contribution to the development of the profession – Mirela Španjol Marković

 

BIHBusinessCampaignsCroatiaDesignPeopleSerbiaSlovenia

MM’s Top of the Week

March 19, 2017

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MM introduces a selection of the most read media, advertising and marketing stories from the past week, ended on 17 March. The news that the biggest communication holding in the world's investing into independent creative shop Bruketa & Žinić OM, which will eventually turn into Bruketa & Žinić & Grey, surprised the regional advertising industry. Moreover, you might want to read about 24sata's editor-in-chief Goran Gavranić and his principles of writing a good story. Additionally, Mercator picked Slovenian agency Arnoldvuga to take on refreshment of its brand and communication strategy.

Photo: Dreamstime
Photo: Dreamstime

WPP Buys Majority Stake In Bruketa & Zinić OM

WPP agreed to buy a majority stake in Croatian creative agency Bruketa & Zinić OM via its wholly-owned operating network Grey. The agency will merge with Grey Zagreb to form Bruketa & Zinić & Grey.

24sata’s Three Rules – Quality, Think Like A Reader And Ask Yourself If You’d Read It

An interview with Goran Gavranić, editor-in-chief of 24sata. By Rahela Štambuk

Mercator Picks Arnoldvuga As Its Creative Agency

Arnoldvuga’s new role will see the agency tasked with taking on refreshment of the brand and creative and communication strategy.

Looking At The Big(ger) Picture Of Communication

Croatian national advertising festival Days of communication starts in almost two weeks. The festival sees some changes this year, which we discussed in detail with Davor Bruketa, HURA chairman, and Dunja Ivana Ballon, HURA CEO.

Burger King Is The Cannes Lions Creative Marketer of the Year 2017

The Cannes Lions International Festival of Creativity named Burger King as the Creative Marketer of the Year 2017. The brand won Grand Prix last year for “McWhopper” in Print & Publishing and Media.

Pick Your Future

The main intent of Beep’s (Bosnia Energy Efficiency Project) “Air Future” campaign is to raise awareness about two possible scenarios regarding B&H’s future. The outcome? Your choice.

A Secret Event – Sine Metu Style

In February, RSVP festival awarded the best of what the regional event industry has to offer. The Croatian agency Komunikacijski laboratory was honoured with “Attend” Award for putting up invite-only “John Jameson Secret Event”. The event caught the hype with a contest that featured writing a letter to Mr. Jameson himself. We talked to KL’s event director, Mr Hrvoje Markešić, about the campaign’s overall success and, nevertheless, his favourite among the letters.

Experience the Emotions of The Pula Arena

Croatian agency Studio Sonda designed the advertising campaign for the biggest outdoor cinema in the country, The Pula Arena, and its summer programme.

Si.mobil’s Spring Pampering

Created by Grey Ljubljana, Si.mobil and Amis’ latest campaign sees companies transform savings into everyday indulgences.

EU Awards Up to 10,000 Euro For Investigative Journalism in Bosnia And Herzegovina

Delegation of the European Union to Bosnia and Herzegovina, in partnership with Mediacentre Sarajevo, has launched the contest for the 2017 EU investigative journalism award in BiH.

Croatia

WPP Buys Majority Stake In Bruketa & Zinić OM

March 16, 2017

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WPP agreed to buy a majority stake in Croatian creative agency Bruketa & Zinić OM via its wholly-owned operating network Grey. The agency will merge with Grey Zagreb to form Bruketa & Zinić & Grey.

Davor Bruketa (left) and Nikola Žinić.
Davor Bruketa (left) and Nikola Žinić.

Partners at the agency, Nikola Žinić and Davor Bruketa, will keep running the newly established company. “We have discussed ways to create new value together with Grey for quite awhile.   Of course, we are interested in the tools and insights of Grey’s global network, but more than that, we believe in the potential of formal and informal networking across the globe.  It’s a great opportunity for us and our clients,” said Davor Bruketa, partner in Bruketa&Zinic OM.  “From our founding, our growth has resulted from partnering with innovative companies and talented and ambitious individuals.  Joining the Grey network gives us the chance to expand our boundaries again.”