Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
This Friday Sarajevo will once again host the Branding Conference, organized by the Via Media agency for the eight consecutive year. Everyone who decides to spend their Friday in the Sarajevo Youth House and listen to interesting lectures by some of the world’s greatest experts will certainly have something to think about over the weekend. Where do we stand, and where we could and should be as an industry?
In a small series of interviews this week, we will try to point out the most important traits that rank the Branding Conference to the very top of regional conferences in terms of quality. The first interview is devoted to Vesna Beganovic, CEO of Via Media.
Media Marketing: This year the Branding Conference experienced its full programming maturity. Do you believe it is so? Of course, we by no means devalue the previous conferences, but the Branding Conference has been on an upwards line with every consecutive year, and now it is very near the top.
Vesna Beganović: When you Ekrem – as a person who visits a large number of festivals and conferences every year – says that we are close to the top, that is a great indication that we are doing the right thing, and it is well known that you are not light handed with praise. Every year was specific in some way. Last year we really made a breakthrough, and judging from participants’ feedback that was the best thing we could have done. Thus, from the beginning of preparation for BK 08, we have come up with a clear mission to surpass the expectations and offer a world-class program. The bar is always pushed up, and as long as that is true, our team will work towards reaching that bar.
Media Marketing: We imagine it was not easy to get Karim Rashid and Boris Nemšić to come, and Davor Bruketa’s time schedule is also quite packed since the agency became part of Grey, ie WPP. How did you manage to get them all in one place?
Vesna Beganović: A common thread for all these great people is that they are great professionals with whom communication is simple and concrete. The fact that in addition to all their obligations, all across the planet, they marked 1 June in their calendar and confirmed their arrival in Sarajevo is a great acknowledgment for the renown and image of the Branding Conference. Karim Rashid genuinely looks forward to it. He sent a video message announcing his arrival in Sarajevo, and the whole world saw it. That means a lot for promotion of our country. Boris Nemšić contacted us from a trip from Asia to Europe, and offered unreserved support for every segment of our program. Davor Bruketa is currently in Warsaw, has obligations to Grey, but has made himself available and involved in jury preparation for Young Lions, as well as the Reshape the Local Market panel that will deal with issues of domestic brands development. We now see that he was the right choice for Young Lions BiH, because he is an inspiration and motivation for the young lions who applied for the competition.
Media Marketing: We highlighted these three participants, but the others are also worthy mentioning, and be heard by the people from the industry.
Vesna Beganović: All of them are really great in what they do. David Balfour was declared one of the 100 most influential people in the industry. He’s the co-owner of Lightblue agency, which headquarters in London and Dubai, and is specialized in experiential marketing. He will go to his next assignment from Sarajevo to Moscow, to work on the preparations of events for Adidas and Play Station at the World Cup. Not even a month ago Lenja Faraguna shared the stage with Seth Godin and Robin Sharma in Bucharest, at the global Brand Minds Conference. So, in addition to her own special academy of modern marCAREting, she is also close to the teachings of great world leaders. Especially innovative content will come in the form of a live demonstration of neuromarketing methods prepared by Dalibor Šumiga. It’s truly fascinating to witness such technological innovations that give an answer to the eternal question, why aren’t all of our campaigns equally successful. Tourism is a current theme in Bosnia and Herzegovina, and therefore we are particularly pleased to be hosting Maja Pak, the director of the Tourist Board of Slovenia. Together with her colleague, Alenka Pahor Žvanut, they will present us a case study of a campaign that has largely used digital channels and put Slovenia into the very top of the world’s tourist destinations. There is, of course, more interesting content, but let’s leave something a secret until June 1st.
Media Marketing: What does the Brand Conference mean for Via Media? You want to contribute to the development of the communication industry in Bosnia and Herzegovina and the region, make good business, raise the agency image…
Vesna Beganović: A lot. For our team, Branding Conference is an event that we live and work on with all our heart. It is a project where we challenge ourselves, test creativity and connect with technology to create a unique experience for all visitors. BK’s focus is not on financial results, but on far more important contribution to the development of profession and networking of professionals. We encourage the communications industry to measure how much we have progressed in Bosnia and Herzegovina, and to inspire to be even better. Via Media has been on the market for 21 years now, and every quality project and campaign contributes to the already established reputation of the agency. A strong market means also strong Via Media. Our goal is always to give our best and to put effective creativity in the service of results.
Media Marketing: … and what does it mean for you personally?
Vesna Beganović: It primarily means that I’ve done all that was in my power to make the advertising scene in Bosnia and Herzegovina a part of the global streams, oriented towards the future and development of new generations of professionals.
Media Marketing: Media Marketing is the only media that will ask you directly who are your sponsors, and whom you would like to thank for support in the organization of the conference.
Vesna Beganović: Partners of the conference, brands already dedicated to shaping a better environment, are companies: MarketMakers, ASA Banka, Orbico, Delimano, Courtyard by Marriott, Toyota, Nescafe, Viber, Yves Saint Laurent, Manpower, Sarajevski kiseljak, Embassy of Slovenia, Foreign Investors Council and HTC. Without them, we would not have been able to make the program we have today, and I wish to sincerely thank them for their trust.
Also, thank you Media Marketing, and thank you media houses: Al Jazeera Balkans, BHRT, FTV, PRVA TV, ATV, Pink BH, Hayat TV, TV 1, Face TV, Klix.ba, Dnevnik.hr, Source.ba, Dnevni list, ONASA, Marketing mreža, Akta.ba, RSG radio, Advertiser Serbia, Bljesak.info, Marketing Magazin, Dnevno.hr, Business magazine, Fokus.ba, Banjaluka.com, Lider Media, Plan B, Gracija magazin, Naxi radio, FPS Media, Media Res, Pentagram, Europlakat, Margo, SCC, Faktor, and Top FM, who are helping us spread the story of the communication power of Bosnia and Herzegovina.
Media Marketing: What would be your last message ahead of the conference to those who are still undecided over coming?
Vesna Beganović: Drop what you’re doing and come to the Branding Conference – I promise it will be a day to remember.