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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.

CampaignsSerbia

Halkbank goes emotional in a new campaign

April 5, 2018

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Halkbank’s latest push created by McCann Belgrade shows its human side for the promotion of cash credits.

 

McCann’s creative team was given the task of communicating Halkbank’s personalized approach to business, understanding for clients and bank’s credibility to all citizens of Serbia through wit ha strong message.

“It’s always a challenge to step out of the framework of standard presentation of benefits, to change the angle of observation and to wake up emotions among the audience that is already overwhelmed,” remarked Divna Peškir, copywriter at McCann, “The key here were the client’s willingness to go a step further in creating their image, the excellent selection of associates who managed to capture the subtle atmosphere of creation and exchange of emotions, and not allowing the story to slip into pathetic. It was a pleasure to observe the harmonious course of these tender scenes, and to see that this project strengthened the links and understanding among the people who worked on it.”

Account team: Aleksandra Bradić, Jovana Stojanović, Radojka Bošković

Creative team: Divna Peškir, Branko Rosić, Jelena Grahovac

Digital team: Sara Vermezović, Vladimir Kondžulović, Milica Zeljković

Strategy: Aleksandar Milojević

Production: Nebojša Ereš

BusinessEventsSerbia

Srdjan Bogosavljević to head Effie Serbia 2018 Jury

March 11, 2018

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Srdjan Bogosavljević of Ipsos Adria has been named as the president of this year’s Effie Serbia jury while Jelena Šarenac of Henkel has been appointed its vice-president. Overall, 52 jurors will judge the most effective work in marketing communications in Serbia in two rounds, between 11 and 12 April and finally on 11 May.

The second installment of Effie Serbia sees an increased number of jurors which are listed here. The organisers claim the jury, consisting of representatives of both advertisers and agencies of all sizes represent the industry as a whole.
“This year the jury consists of mostly of advertisers which is otherwise the trend in the world when we’re talking Effie awards. Researchers, creative strategists, representatives of media and media agencies, educational institutions, as well as experts in the field of digital communications are valuable to us. The goal is that the works applied will be carefully reviewed and evaluated, and that we therefore reward the best,” said Jelena Ivanović, IAA director.

BusinessSerbia

IAB Serbia introduces new leadership

February 20, 2018

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Interactive Advertising Bureau Serbia appointed Igor Žeželj as its president and Danka Trbojević as CEO for the term 2018-2019.

According to the new leadership, the main focus will be improvements in all 4 segments of IAB’s interest:

  1. Continuous promotion of digital marketing and its possibilities;
  2. Continuing work on the education of members of the organization, both internally and externally through visits to congresses, organization of workshops, lectures and knowledge exchange with members from other markets;
  3. Work on the improvement of the existing standards;
  4. Increasing consumption through education and involving more advertisers.

 

Also, IAB will work on the promotion and implementation of DIMAQ programme, Digital Day conference and IAB MIXX awards.

EventsSerbia

Izazov 2018: Transform your business!

February 5, 2018

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12 March marks the start of Izazov 2018, an interactive regional event, aimed at marketing, PR and digital communications professionals from companies and agencies. Transforming your business is the key topic of this year's event, organised by Marketing mreža.

The third consecutive forum of communications leaders Izazov 2017 is set to take place at Belgrade’s Crowne Plaza Hotel. To support the main theme of the third Izazov Forum of Communication Leaders, the organisers set up a series of interactive workshops that will discuss one of the hottest issues in ad land.

Some of the panels and lectures include:

  1. “Digital is not cheap!” moderated will access a sometimes difficult relationships between clients and digital agencies with their solutions.
  2. Panellists at “Check point > where are we?” will discuss the state of profession In Serbia and in the region.
  3. “Talent, the fuel of the industry – where are they?, what are they doing” will provide the results of the research on trends in Serbia and in the region, followed by the debate about the young talent (not) coming to ad land.

Find out more about Izazov 2018 here. 

EventsSerbia

New Moment New Ideas is the Agency of the Year 2017 in Serbia

December 22, 2017

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In the spirit of its 57th anniversary, Serbian Association for Marketing Communications (UEPS) announced the winners of its annual UEPS Awards contest. Like last year, New Moment New Ideas Company has been named the Agency of the Year who have been handed a Grand Prix for their campaign »One Book for Peace«. Moreover, Vip mobile’s the Advertiser of the Year.

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Best Copy award went to Božidar Cvetković (FCB Afirma), IKEA’s “Opening Campaign”. The best Art direction award went to Ivan Nikolić (FCB Afirma) for Stella Artois’“Valentines Day”, while Best direction award has been given to Marko Đilas (New Moment New Ideas Company) for Telenor Srbija’s “4G”. Nemanja Mosurović and FCB Afirma’s campaign “Jelen Equity” for Molson Coors has been named as the campaign with the best music.

See all the winners per category here

 

Also, Dragan Sakan New Idea award went to New Moment”s “One Book for Peace” for Interreligious Council of Bosnia and Herzegovina