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CampaignsCroatia

Our Top 10 – BBDO Zagreb

April 21, 2017

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Croatia at Days of communication 2017 festival. At 2017 Effie Awards Croatia, the agency scored both Grand Prix and Gold for “Scratch for a reason” and additional Gold for “Our places rule”. It kind of makes sense they're taking over this week for "Our top 10" list of the best campaigns they've ever created.

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2017 seems like a successful continuation of highly successful year 2016 for the agency. Previously, they’ve been named the agency of the year at Days of communication 2016 and won Golden Sempler at Sempl 2016 for the best targeted campaign. The main tool the agency uses is pretty simple and it is called “The Work The Work The Work”. That also happens to be the worldwide mantra of BBDO global network with offices in 81 countries.

Campaign: Scratch with a reason (2016)

Client: Ožujsko pivo, humanitarian project for testicular cancer

“To show that Žuja knows what is important to men, we went a little nuts and showed balls by touching a sensitive matter – the problem of testicular cancer. We showed how a small movement with your hand can make a big movement in the country. In one year 46 lives were saved.”

Campaign: Our places rule (2016)

Client: Ožujsko pivo

“From Špičkovina to Svinjarevci, every town out of 7.500 in Croatia has its identity and roots. Ožujsko beer celebrates every single one – however funny it may be named. And that is why it is the favorite beer all over Croatia.”

Campaign: Less is more (2016)

Client: Beck’s

“Using exceptional film craft we set the bar very high for the whole region following the German recipe: simplicity.”

Campaign: Christmas 2017

Client: Croatian Telecom

“To show the main benefit of the product – a mobile package for the whole family, which brings it closer together, we made a warm ad for the cold days during holiday season.”

Campaign: Cook freely (2015)

Client: Vegeta

“To make the long-lasting, traditional brand Vegeta appealing for younger consumers, we created a new communication platform “Cook freely” that highlights expression and freedom (trough cooking). Don’t follow rules, but your (gut) feeling (the same philosophy we have in BBDO as well;).”

Campaign: Croatia – Full of Life (2015)

Client: Croatian tourist board

“To show Croatia is more than just sun&sea destination, we created the “Full of Life” platform that unites all communication inviting tourists all year round to visit our beautiful country. Its digital component such as croatiafeeds.com and the Out of Office Award play a key role in creating a unique communication with different target groups.”

Campaign: Submarine (2011)

Client: Croatian auto club (Hrvatski autoklub, HAK)

“We made an ad. But unlike the others, we actually MADE this one. A giant submarine was build and transported all over Croatia over a month to promote the new featured service from HAK – assistance on the sea.”

Campaign: Best man (2016)

Client: Sberbank

“Using a local insight about Croatian (or should we say Balkan) weddings, we created a funny commercial for non-purpose loans about the troubles of being the best man.”

Campaign:: Taste the pleasure from Prague (2016)

Client: Staropramen

“As the global lead agency for Staropramen, the number one Czech beer, we decided to give a little taste of the Prague way of living (and thinking!). We created a Staropramen world that includes swing, streets, food and enjoying life (and a great beer).”

Campaign: Growing up (2015)

Client: Plazma

“For the most beloved cookie of the region, Plazma, we wanted to show how the love starts from the earliest age. We felt the love back because it was aired on five different markets of the exYu region.”

CampaignsCroatia

Equality Matters

April 4, 2017

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Creative shop McCann Zagreb and Hrvatski Telekom continue their collaboration. In a spring campaign titled “Equality” the telecom communicates the message that both new and existing users are treated equally.

Portraying a family breakfast, we see and older brother being uncomfortable as his newborn brother enjoys the attention of both parents. Well, he was mistaken. “With “Equality” we aim to change the perception of users of our services about inequality between new and existing users. With this campaign, we make it clear. At Hrvatski Telekom, every user is treated equally, which is proved by the offering,” the company explained.

Credits:

Creative direktor: Daniel Vuković

Copywriter:  Ivan Čadež

CroatiaEvents

D-day – Days of Communication starts today!

March 30, 2017

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It's official: for the next three days, Rovinj will be all about creativity as it hosts 5th consecutive Croatian national advertising festival Days of communications. On the first day, delegates will listen to Alex Braun, Chuck Porter and Vesselin Popov among others.

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First day of conference programme features speakers such as:

    • Alex Braun, consultant of Croatian political party SDP, will talk about how can moderates compete with extremism;
    • Chuck Porter, co-founder of Crispin Porter + Bogusky (CP+B), who will share a few things he has learned about making brands famous.
    • Vesselin Popov, business development director, Cambridge’s Psychometrics Centre (Cambridge), who will deliver a talk  “The REAL science behind psychological targeting with big data”

Also, there will be panels, discussions and – obviously – the first after party. Full schedule can be viewed here

CroatiaPeople

Brigada Appoints Vlatka Leskovar As Its Creative Director

March 29, 2017

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Vlatka Leskovar, product designer at Zagreb-based agency Brigada (part of Bruketa & Žinić OM) ,has been promoted to the position of creative director.

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Leskovar, an industrial design graduate at University of Zagreb, joined the agency in 2014. She worked on projects featuring an interior design of office spaces of Croatia osiguranje, digital agency Infinum, Booking.com, Addiko bank and store chain AlpStories.

“Although my specialty is a product design, what inspires me in the agency is an integrated approach to interior, where I was part of a larger team of professionals of different expertise, from sales and marketing, to architecture, who work to solve client’s problems. We know exactly why we set a strategy of underpinning the design, and the objectives we want to achieve,” said Leskovar.

Blog

It’s time for us to reclaim our advertising industry

March 29, 2017

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by Andrea Štimac, consultant at _odit

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“You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.” – David Ogilvy

In advertising we still love big ideas, and we are still chasing them with each new brief and in every campaign. They are rare, they are real and they offer us – and, of course, the brand – the opportunity for fame and fortune. Fame is important because most famous things leave a mark. They are remembered. And fortune is important too, isn’t it? That’s the whole point… NOT!

Another thing the media business loves is switching to even higher gears. We love winning price wars – the higher the savings we outline, the more clients we get and the higher the turnover we achieve. Size is important because big things leave a mark. They are remembered. That’s the whole point… NOT!

We live in the world of delusions. Our delusions affect our behaviour and everything we think and do in the advertising industry. They distort our place in the marketing ecosystem, twist our actions and shrink our sense of reality. We are very good at filtering out information that does not fit neatly into our vision of the industry and “we cannot cope otherwise” as the author of chaos theory James Glieck once said.

“It’s my strong belief that advertising can be a noble profession, and what we do is fundamentally of great value and good. It’s no longer good enough to say we merely reflect society – we should set ourselves a higher goal and realize a more progressive ambition.” – Tom Knox

I believe it is time to think about the purpose of the industry, to save the advertising industry and create a better world. We must think about what advertising needs to do for itself and how society will benefit. We must demonstrate not just the economic, but also the social benefits of the advertising industry. The big idea is just as important as it ever was. Media planning and buying are just as important as they ever were. However… we have another challenge for the industry, the agencies, and each and every one of us: to develop a clear sense of purpose about the legacy we want to leave behind.

“Anyone can make a difference, so you don’t have to have it be some huge, global campaign… you can start small, and that’s just as important.” – Blake Mycoskie

Let’s start with ourselves and our own why: why we do what we do, why we love this business, and why advertising matters to us. In the words of Simon Sinek, your why provides you with clarity, meaning and direction. It is a filter through which you can make decisions, every day, to bring your cause to life:

  • Be willing to understand people;
  • Be a creative solution to a business problem;
  • Be ready to help people and not only sell them things;
  • Have the desire to add value to the agency and the society at the same time;
  • Have respect for everyone: colleagues, clients, and each other;
  • Celebrate empathy, niceness, enthusiasm, and manners.

We live in a time when the fundamental structures of our industry are in question. At such a time, significant change is inevitable. If the advertising industry finds the will to transform its role in the marketing ecosystem, now is the time to do it.

In our presentations, mission and vision statements, most agencies still only talk about the brand, creativity, savings, ROI, and clients. In the meantime, advertisers have changed their missions and visions, as well as their business, into sustainable ones, maximising their total value creation, contributing to the society and the environment in addition to their bottom line. I believe what agencies lack is purpose – how they can positively contribute to the industry and the society, in addition to their core business.

The years of business done purely for profit are not sustainable, and this thought points you in the right direction. This is the challenge and, at the same time, the biggest opportunity for our industry. We are qualified to identify, draw and articulate purpose. And then the turning point for the industry becomes inevitable:

  • Advertising can be sexy again;
  • The industry can attract and keep brilliant talents;
  • Advertising practitioners can rebuild trust and reputation within business and society;
  • We can redefine the industry’s role in the marketing ecosystem.

“If you have the opportunity to do amazing things in your life, I strongly encourage you to invite someone to join you.” – Simon Sinek

Blog was originally posted on the author’s LinkedIn.

CroatiaPeople

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.

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

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