Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Photo: Slaven Fischer
For more than twenty years Slaven Fischer has been very successfully leading the agency BBDO Zagreb. Despite many commitments in his daily work, what little free time he has he devotes to the development of the Croatian advertising industry. He very successfully led the Croatian Association of Communications Agencies – HURA, and was among the initiators of the ideas for a regional festival of creativity in advertising, BalCannes and IdeaX, which grew into Days of Communication, the major advertising event in Croatia, and which will be held this year from 14 to 17 April in the Rovinj hotel Lone.
Slaven is certainly a man whose opinion is highly regarded in the industry, so we spoke with him about this year’s Days of Communication.
Media Marketing: What are the comparative advantages of the Days of Communication? What can visitors expect to hear and learn at this year’s festival?
Slaven Fischer: When we were starting IdeaX – and Days of Communication are a continuation of this event – we had in mind a new festival that would be unique in at least three points. First, linking the offline and online advertising scene of Croatia through a program of collaboration with HURA and IAB. Next, the highest quality motivational speakers and proven marketing practitioners. Finally, two newly established competition programs. I must be immodest and say that we were spot-on in recognizing the trends: integration of communication through all channels, regional interest in top speakers and the competition part, which has since grown from two to four programs, including the prestigious Effie.
Today, five years after the first IdeaX, Days of Communication is in vocational terms the best regional festival, and in the competitive part it is the inevitable place for all Croatian marketing professionals and those who aspire to become such.
Media Marketing: What are your most interesting experiences from the Days of Communication?
Slaven Fischer: I could talk for days, so I’ll just single out one experience: after countless sleepless nights in the heat of preparation and nervousness before the first IdeaX, on 26 May, 2011, the stage was taken by Gary Vaynerchuck. He literally came directly from the airport with serious jet-lag. Despite the media support, only a few of us knew who Gary is. We greeted him with the Croatian edition of his just published book The Thank You Economy, and were full of expectation. And Gary, after an hour of jumping around the stage with all his energy, spirit and new ideas, won the audience and won a standing ovation from the traditionally suspicious marketing community. At that moment I knew that we had made it, but I also knew that we had set the bar very high, and that each year we would have to raise it higher.
Media Marketing: Why is it that everyone related to marketing should again be present this year at Days of Communication?
Slaven Fischer: Education, inspiration and networking are already woven into the DNA of Days of Communication. Since last year, and again this year, as part of our collaboration with the Cannes Lions Festival, we get to select Cannes speakers and winners. And you know what the best part is? When you are repeatedly approached by professionals and distinguished colleagues with the words: “This is better than I expected” :)