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EventsPeopleSerbia

Marcelo Padoca, GCD/CW, David&Goliath Los Angeles (USA) – keynote speaker

October 16, 2018

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You have 15 years of experience in the creative industry, and so far you’ve met with different wishes of clients, where do you find inspiration for campaigns?

Ever notice how when you buy a car you suddenly see the same model everywhere? Welcome to the Baader-Meinhof phenomenon. It gives you the feeling that out of nowhere, pretty much everyone is talking about the subject — or that it is swiftly surrounding you. So, every time I start working on a new project I tricky my brain to recognizing patterns where they don’t exist. I read as much as possible about the product/client I’m working on until my brain subconsciously thinks, “Hey! I’m going to look for that thing without actually thinking about it.” That’s when my mind starts to connect the dots between whatever I’m reading, listening or watching and the brief I’m working on.

How difficult is it to explain to clients that sometimes it is necessary to get out of the box and create a campaign that has not been seen so far?

Anyone can have good ideas, but just a few people can bring good ideas to life. It takes a lot of passion, commitment, and patience. A lot of patience. Because sometimes it takes time. It took more than ten years to Juan Cabral to convince a client that a Gorilla playing drums as something worth doing. We need to educate clients. We need to guide them. We need to listen to what they need to say without prejudice. We need to build an honest relationship. If we don’t trust someone, we will never trust their ideas.

Given that marketing budgets are the first to cut when costs are reduced, which tricks do you use to make a good campaign when you are almost working without any budget? Did you have any situation like that?

I started my career in Salvador, Bahia. The Northeast of Brazil. A place that’s not famous for having big budgets but for their having great creatives. When you don’t have money, we should find a way to have a simple and powerful idea. Something that will speak to photographers, directors and make they really believe in your project. And this isn’t true in Brazil. It is also true in the US. Because if you don’t a have a budget and also don’t have a good idea, then you have a problem.

You work in a big market, where competition is large, how do you find a way to distinguish from other agencies?

The “I wish I had done that” feeling. That’s the goal. If you can really do something that makes clients have this feeling, they will remember you.

Does an idea exist without execution? What do you think?

Is landing on the moon without landing on the moon a great idea? If you don’t land in the moon, you’ve got nothing.

What is the top trend in the creative industry in the USA this year?

Clients and agencies are always looking for the next big thing. It could be a new app, a new social media platform or a new cat meme. While all the eyes are on data and AI, Nike just went in the other direction, trust its guts and launched its most successful campaign ever. The Nike 30th anniversary “Just Do It” campaign started on a pretty old fashioned away. A great line (Believe in something. Even it means to sacrifice everything) and a powerful image (Colin Kaepernick – the NFL player who ignited a firestorm of controversy by choosing to kneel on one knee rather than stand while the United States national anthem). What proves that a great idea will always be powerful than any new media or a new trend.

What can we expect from your presentation at the festival Kaktus 2018?

I hope it will be a painful and fun experience.

CampaignsSerbia

Najbolja atletičarka sveta promoviše najbolje iz Srbije

October 15, 2018

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Ivana Španović, sprska atletičarka i aktuelna šampionka sveta u skoku u dalj, učestvovala je u novoj kampanji domaće kompanije Beohemija, reklamirajući premium proizvod iz porodice DUEL deterdženata koji spadaju u skupinu proizvoda „Najbolje iz Srbije“. Kampanju koju ovih dana možete videti na malim i velikim ekranima kreirala je agencija McCann Beograd, a novi proizvodi koje Ivana promoviše već su na policama

“Pre svega, izuzetno mi je drago što mi je naša, a svetska po kvalitetu kompanija ukazala poverenje. Kad god mi obaveze dozvoljavaju volim da prihvatim nove izazove, a čim sam videla scenario za spot znala sam da rezultat mora da bude vrhunski, zato sam i prihvatila da se nađem u novoj ulozi i zaista je bilo zadovoljstvo sarađivati sa iskusnom i talentovanom ekipom na ovom projektu. Bogatija sam za jedno novo iskustvo i divna prijateljstva koja sam stekla ovom prilikom,” rekla je svetska šampiona u skoku udalj, Ivana Španović.

“DUEL brend je već dugo prijatelj potrošača na domaćem tržištu. Kroz posvećenost kvalitetu i plasiranje novih proizvoda čak i pre nego ih je tržište zahtevalo, kompanija je stvarala nove, čvrste veze uz obnavljanje postojećih. Nakon više od dvadeset godina pažljivog osluškivanja potreba svojih potrošača, kompanija Beohemija lansirala je novu liniju premium deterdženata, za koji slobodno možemo reći da stoji rame uz rame sa svetskim proizvođačima,” rekla je Dragana Sekerez, Marketing Manager kompanije Beohemija.

“Od samog početka pronašli smo snažnu vezu između zlatnog sjaja Ivane Španović i nove linije DUEL proizvoda. Njihovo zajedničko poreklo, želje i vizije, i svesrdno ulaganje truda za postizanje najboljih rezultata bili su temelji na kojima smo postavili kreativni koncept iz kog je proistekla emotivna priča o zalaganju, istrajnosti i požrtvovanosti koji neminovno vode ka uspehu i priznanjima. Uspeli smo da ispričamo dirljivu priču o izazovima koje su, kako Ivana tako i kompanija DUEL uspeli da savladaju, da bi na kraju stali rame uz rame sa svetskim sportistima, odnosno proizvođačima. Naše zamisli o predstavljanju novog DUEL proizvoda sa nama je delio sjajan tim iz produkcijske kuće Focused production, i tako je nastala reklama na koju smo svi ponosni.” dodala je Divna Peškir, Copywriter, McCann Beograd.

Kreativni tim: Divna Peškir, Miroslav Pavlović

Kreativni direktor: Jana Savić Rastovac

Strateški planer: Aleksandar Milojević

Akaunt: Milica Vojnović

CampaignsEventsSerbia

Objavljen konkurs UEPS-a za tradicionalna godišnja priznanja

October 10, 2018

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Udruženje za tržišne komunikacije Srbije objavilo je Konkurs za tradicionalna godišnja Priznanja najuspešnijim agencijama, kompanijama i pojedincima.

Priznanja se dodeljuju za ostvarene radove u struci tokom 2018. godine
Nagrade se ove godine dodeljuju u 16 kategorija, sa potkategorijama, a dobijaju ih organizacije, kompanije, institucije i agencije za najkvalitetnija i najkreativnija rešenja u oblasti tržišnih komunikacija.
Dodela prestižnih priznanja, (nagrada Dragan Sakan, Grand Prix, Agencija godine, Oglašivač godine, te niz priznanja za najkvalitetnija kreativna rešenja iz različitih oblasti marketinških aktivnosti) kao i prethodnih godina, biće upriličena na svečanosti povodom Dana UEPS-a.

Prijave radova primaju se najkasnije do 3. decembra 2018. godine.
O uslovima konkursa više na: linku

PeopleSerbia

Gabriela Lungu, Founder, WINGS Creative Leadership Lab (CZ)

October 5, 2018

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  1. Last year at Praxis in India you talked about investing in creativity through training (like the one when a movie director talked to your team about his creative process). How important and valuable is to create a creative culture?

Vital. A culture of creative excellence led with intent and determination from the top is essential in the marketing and communications sector, where there is a strong link between creativity and business success. And yet, in many firms there’s no clear outline for it. Very few companies – agencies and clients – have an actual creative strategy, and creativity is many times left to chance. Leaders don’t have a clear understanding of their own role in driving this culture or the specific actions they need to do. I want to change all that, and it’s one of the things I’m focused on with my creative leadership lab, WINGS.

  1. Also, before you talked about how PR needs to learn to build humour oriented creative culture with hunger, ambition, and obsession from advertising, and how advertising needs to learn democracy of creative process in PR – collaboration where ideas are welcome. How tough process is this for both sides?

There is so much that advertising and PR could learn from each other. And though many of the communications groups have both types of agencies, learning and integration is a lot more difficult than one might think. This is because for PR agencies it requires an important shift in culture and structure, and for advertising it requires a change in process and also abandoning the ‘superiority complex’. I don’t want to reveal too much right now, as this is the topic of my session in Belgrade at Kaktus Festival.

  1. Earlier this year in London, you mentored connection between bravery and creativity. How much those two are actually linked?

Every new creative idea is an act of bravery. ‘New’ means ‘never done before’. ‘Never done before’ means ‘risky’. You need to be a bit brave to embrace a risky idea. But I honestly think that NOT doing new creative things is a whole lot riskier for any business in today’s world.

  1. How much is tech development defining the path of creative thinking today?

There is no creativity today without some form of tech. From data based insights, to channels, and measurement… tech is everywhere. The two are completely interlinked.

  1. Does creativity existing in cycles, and is it possible to imagine we get to Bulova-like static TV commercial at some point again?

That particular ad is important from history point of view, but not really relevant for today’s world, or clever by today’s standards. It was very innovative at the time it was created, but it doesn’t have what we call today a big idea – it’s just an image of the product with a simple voice over. So I hope not.

But I do love a minimalist ad with a great idea. And I do think that we’ll see more of those. One of my favourite series of ads is “From Sweden not Hollywood” – Volvo sponsorship for Sky Atlantic. Simply brilliant.

  1. With the development of possibilities, creativity in communication growing every day. How big challenge today is to be creative and sell the product but to keep attention on a product instead of communication itself?

I really think this is a false problem. After so many years in the business, I’m yet to see a campaign that was great from communications point of view and didn’t bring real benefits for the brand. Not necessarily by pushing the sales of a product (not every campaign is or should be focused on sales and the product), but strengthening the bond between consumers and the brand.

  1. Is idea possible without execution? What do you think?

An idea is only as good as its execution. It pains me to see how many good ideas pass unnoticed and don’t have the right impact because of poor execution.

But there’s also a thing called ‘too much craft’ – in this era of speed, sometimes it’s better to be early than perfect. Being the first on the market with a prototype, even if not executed in the best way, can have amazing benefits. So I’m advocating for ‘good enough’.

  1. What can we expect from your presentation at the festival Kaktus 2018?

My aim is to promote better understanding and integration between communications disciplines, particularly Advertising and PR. And to give communicators food for thought. Hope you’ll join me.

CampaignsSerbia

Online prodavnica za kupovinu bez stresa

August 29, 2018

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Nabavka kućnih potrepština u obližnjoj prodavnici može da se pretvori u jedan vrlo dosadan, naporan ili čak neugodan posao, zavisno do toga kakav vam je dan, sa kim ste došli, ko vas čeka napolju ili kod kuće, da li je vaše strpljenje tog dana srazmerno redu na kasi i mnogih drugih okolnosti. Sve to čini mogućnost online kupovine velikom pogodnošću. Kako bi podsetio potrošače na mogućnost kupovine bez stresa u Maxi Online prodavnici, McCann Beograd je osmislio seriju simpatičnih skečeva.

“Ono što je zajedničko svim benefitima Maxi online kupovine jeste – kupovina bez stresa. Kroz prikaze različitih situacija u kojima uobičajena kupovina može krenuti u neželjenom smeru, želeli smo da istaknemo prednosti kupovine u privatnosti svog doma, ali i da skrenemo pažnju javnosti na uslugu koja im je dostupna i koja bi mogla značajno da uštedi njihovo vreme, a i živce”, rekla je Sara Vermezović, Digital specialist u agenciji McCann Beograd.

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PeopleSerbia

“Festivali su ogledala i ubrzani kursevi rasta!”

August 13, 2018

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Povodom konkursa za četvrtu po redu nacionalnu dodelu godišnjih nagrada – KAKTUS 2018, razgovarali smo sa predsednicom žirija za Srbiju Janom Savić Rastovac, kreativnom direktorkom agencije McCann Beograd.

Kako biste ocenili tržište marketinških komunikacija u Srbiji i koliko je ono zaista integrisano?
Integrisana kampanja podrazumeva smisleno korišćenje nekoliko kanala komunikacije u svrhu prenošenja poruke o proizvodu/usluzi i otvaranja dijaloga sa ljudima kojima ovu poruku želimo da prenesemo. Mnogo je načina da se integrisani pristup brendova ostvari van standardnog, toliko već pominjanog obrasca televizijskog spota, bilborda i objave na društvenoj mreži. Mislim da Srbija ima kvalitetne i snažne brendove koji treba da se upuste u hrabriju i drugačiju komunikaciju, koja će uključivati aktivniju integraciju brendova sa svrhom, održivi razvoj, kolaboraciju, e-commerce, brendiranu zabavu. Integrisano je sve što je povezano u smislenu celinu, ne ono što je repetitivno po kanalima.

U kojoj meri su naše agencije s jedne i klijenti s druge strane zaista spremni za hrabre i inovativne kampanje? Da li se i zbog čega plašimo?
Poverenje je ovde ključna reč. Jedna studija magazina “Contagious” pokazala je da su se najinovativnije i najhrabrije kampanje brendova događale posle dugogodišnjeg odnosa sa agencijom. Možda malo obeshrabrujuća, ali svakako značajna informacija, da je za nesvakidašnji eksperiment u komunikaciji potrebna po nekad i čitava decenija partnerstva sa agencijom. Veliki brendovi na našem tržištu spremni su za velike korake, nekolicina njih to je i dokazala u protekloj godini, inovativnim pristupima u medijskom prostoru, radikalnim zaokretima u produkcijskom izrazu i kampanjama koje se povezuju sa ciljevima od značaja za širu zajednicu. Mislim da je ovo veoma dobar znak.

Strah ne treba da postoji, strah je uvek parališuć i vodi u konformizam. Agencije ne treba da se plaše da prezentuju svoja razmišljanja. Ako je dobro promišljena, ima za svoje postojanje valjan razlog, hrabra i drugačija ideja nikada ne treba da bude autocenzurisana u agenciji. Naši klijenti su naši partneri i naša je dužnost da u tom partnerskom odnosu budemo aktivni i proaktivni. Rad na dobroj i nesvakidašnjoj kampanji je veoma zahtevan i težak proces, koji uključuje spremnost obe strane na određene rizike. Optimista sam i pozdravljam spremnost vodećih brendova u Srbiji da se u ove rizike sve češće upuštaju. Rezultati su vidljivi i dobri.

Slogan ovogodišnjeg festivala je “Idea is nothing without execution”. Da li je zaista tako i mogu li ideje da “prežive” bez kvalitetne egzekucije?
Egzekucija je veoma važna. Devil is in details. Ipak, egzekucija je ništa bez ideje. Za mene je ideja kraljica svega, a možda važniji od egzekucije danas je dobar PR za samu kampanju.

Zašto je važno da jedno tržište ima nacionalni kreativni festival i zašto bi struka trebala da stane iza njega?
Festivali su ogledala, mesta susreta i ubrzani kursevi rasta. Ništa ne daje tako pregled godišnje produkcije kao festival. Na festivalima imamo priliku da sagledamo gde smo i ko smo, sasvim jasno, onako kako jeste, izvan agencijskih zidova i naših predstava o tome koliko smo dobri i uspešni. Agencija McCann podržava sve festivale u Srbiji i regionu. Smatramo da je ovo važno i neophodno i da učešće na festivalima doprinosi razvoju domaće industrije i zato smo aktivno prisutni na festivalu Kaktus od njegovog početka.

 

 

Na koje detalje ćete najviše obraćati pažnju kada budete ocenjivali radove i kakve radove očekujete ove godine na konkursu?
Za mene je ideja najvažnija. Vodiću računa o kontekstu brenda, tržišta, brifa, sve treba uzeti u obzir. Smatram da kao žiri treba da nagradimo najbolje i najinovativnije. Naš izbor govoriće ne samo o nama, već i o nivou koji želimo, kome stremimo, o kriterijumima koji treba da vode celokupno tržište komunikacija u Srbiji. Pozivam agencije da se prijave na festival i da svoje ideje prezentuju fokusirano, pametno i hrabro.

PeopleSerbia

Relja Jović rejoins I&F McCann Group as Chief Digital Officer

August 3, 2018

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Relja Jović returns to I&F McCann as CDO and will head Drive agencies in all the countries in which they operate or will operate. Also, he will lead the digital transformation of the group as a whole.

Jović worked at I&F McCann Grupa for four years as Director of MRM Worldwide, before taking a role of regional director at Wunderman-Menacom in Jordan. “I’m very excited for being able to share the experience I’ve gained in the Middle East with phenomenal people working in agencies in 12 countries. Together we will offer our clients and partners modern digital communication services and lead their business through the challenging process of digital transformation,” Jović remarks.

Together with colleagues from Drive, UM, Initiative and McCann, he will work on further integration and development of innovative services.

CampaignsEventsSerbia

»NEO« wins the first Gold at Effie Serbia 2018

June 17, 2018

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Effie Serbia Jury awarded one gold, two silver and seven bronze effies at award show at the Radisson Blu Old Mill Hotel in Belgrade.

The Jury awarded a first Gold Effie in Serbia which went to »Be NEO« campaign by Leo Burnett (Publicis One) for Vip Mobile. The project also won a silver Effie The second Silver went to »Erste Housing Loan Campaign«, created by the Executive Group for Erste Bank.

A total of seven campaigns won Bronze: »Dark means Zaječarsko« by Ovation BBDO for Heineken Serbia, »Serbia is the neXt Inspiration« by McCann Belgrade for The Coca Cola Company, »My Little Cow Yoghurt« by Leo Burnett (Publicis One) and Communis for Imlek. Also, bronze went to »Pre-approval for Quicker Moving In« by Ovation BBDO for Unicredit Bank and campaign »Intermezzo Cash Credit– 7 Years« by Leo Burnett (Publicis One) for Banca Intesa, »New Plazma Experience« and »Vip Tongue Twisters« by Leo Burnett (Publicis One) for Vip Mobile

CampaignsEventsSerbia

Kaktus 2018 now open for entries

June 4, 2018

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Marketing mreža, organiser of Kaktus 2017 Festival of integrated communications, announced the contest is officially open until 20 September 2018.

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Organisations, companies, agencies and institutions can enter in 22 categories. “
In the past year we have seen numerous interesting and innovative campaigns that we believe are worth the attention,. The competition for KAKTUS awards is the opportunity to measure whether these are really different ideas and those that survive, but also those that assess the progress of the profession. In addition, this year the accent of the festival will be on quality and timeless executions, without which no idea could survive.,” the organisers wrote in a press release.

For better transparency of judging, entered project will be judged by two-sided jury. The jury members from Serbia are Ana Šutić, Creative Director, New Moment New Ideas Company; Bojan Brukner, Creative Director, Leo Burnett; Bojan Šaptović, Head of Creative, Pioniri Communications; Igor Grmuša, Country Manager, Degordian; Jana Savić Rastovac, Creative Director, McCann Beograd; Marko Prokić, Creative Director, Wireless Media; Miloš Đurđević, Creative Director, Fullhouse Ogilvy; Nebojša Krivokuća, Creative Director, Communis DDB; Radovan Kupres, Creative Director, LUNA TBWA; Sanja Milaković Kolundžija, Principal, Executive Group; Sonja Grčić, Head of Creative & Video, Represent Communications; Vladimir Mitrović, Creative Director, Ovation BBDO; Voljena Daničić, Head of Creative, Direct Media.

Their colleagues from the region are Bojan Hadžihalilović, Founder and Creative Director, Fabrika (BiH); Boštjan Napotnik, Creative Director, Futura DDB (SLO); Domen Husu, Creative Director, Yin+Young (SLO); Dušan Drakalski, Chief Creative Officer Europe, Ray Production; Ilinka Crvenkovska, Creative Director, Idea Plus Skopje (MK); Nikola Žinić, Co-Chairman and Chief Creative Officer, Bruketa&Žinić&Grey (HR), Petra Krulc, Executive Creative Director, Grey Ljubljana (SLO); Sašo Dimitrievski, Partner and Board Member, Pristop/Rednerspace (SLO); Sean Poropat, Partner and Creative Director, Studio Sonda (HR); Tomislav Bader, Partner, Švicarska (HR); Tomislav Krajačić, CEO/CCO, Kofein (HR); Vanja Bertalan, CEO, web.burza (HR); Žarko Dimitrioski, Creative Director, Eden na Eden (MK).

More information can be found here.

CampaignsSerbia

mts goes environmental

May 3, 2018

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In its latest push, mts follows the trend and includes an environmental/social component in its advertising and offer. McCann Belgrade created a beautiful spot, while making a strategic step to enable all its users to become activists in the preservation of Serbia’s natural beauties.

The campaign is based on the study “Truth About Youth”, conducted by McCann Truth Central Belgrade, that 90 percent of young people believe that socially responsible activities should be part of business for every serious brand. Therefore, they want to engage with the brands, in a meaningful way, with something they can relate to and get involved.

The latest mts postpaid offers, Morava, Omorika and Soko, stand out first and foremost because 1 Serbian dinar is allocated from each monthly bill, for programs to preserve the nature of Serbia (which is – as you can see it for yourself in the spot – beautiful). The Morava tariff is named after the largest river in Serbia, and this is the most favorable tariff. Omorika was named after Picea omorika, an endemic conifer of western Serbia, and Soko was named after the hawk of Banat, which lives only in the south-east and a part of central Europe.

“Purpose is a word often mentioned in the theory of modern communication as a link that connects modern brands to today’s people. I’m very proud of this cooperation and the pioneering effort of mts in this area. As of today, we will talk, send messages and use the internet on the phone, knowing that we are part of something bigger,” remarkds Jana Savić Rastovac, creative director of McCann Beograd.