By: Ekrem Dupanović
One of the speakers whom we certainly wanted to bring to Japodski Otoci, for a meeting with The Young Leaders of Tomorrow, is Lazar Džamić. It took some time to get the confirmation from him, as he needed to find time in his schedule, and time is something that he doesn’t have in abundance.
But when he confirmed, he wrote in an email he would hold two lectures! I listened to Lazar at several conferences and festivals, and I was always thrilled. He is sure to impress the young leaders as well.
Lazar is coming to The Young Leaders of Tomorrow to give a different perspective on the advertising industry through his provocative and edgy topics. His lectures will be, no doubt, a catalyst for discussions on how to improve our industry, and young leaders are those who need to be at the forefront, leading the changes for the better!
Here’s a short chat we had with Lazar ahead of the upcoming event.
MM: Despite the very modest economy of time, numerous obligations and packed calendar, you’ve decided to join us at Japodski otoci. What was the decisive factor that pushed the decision?
Lazar Džamić: A refuge from obligations, the chance to be in nature with my family, to see you, and to talk with the young blood in the industry about what awaits them at the time of great turning points in marketing, business, and our western civilization.
MM: And when you made the decision to come, you also committed to do two lectures, and we would like to thank you for that. What will the young leaders hear and learn from you?
Lazar Džamić: In the first lecture I will talk about how attention works online, why it’s increasingly hard to buy it, and why it’s something you must earn. I will also talk about the only two ways, in my opinion, to actually earn it.
Today, it’s important to be useful, not just entertaining for the consumers, which is increasingly hard to do… In the second lecture I will talk about the 4 great ethical challenges of modern marketing and how our industry is unable to respond to these challenges. I will talk about the importance of being aware where we are and what we are, so that each of them could make their own decisions…
MM: How do you envision the future of communications industry, and what is the way to attract young people to the industry?
Lazar Džamić: My views are not very positive, as our industry has become part of the global problem that is destroying the planet. Honestly, I will try to discourage young people from staying in the industry for too long – because we don’t need an industry of communication, but rather better communication. Communication about the real issues of the world, not about the new flavor of some chips.
I will therefore be the radical provocateur at your gathering! I believe that young people should stay in the industry exactly as long as they need to learn the craft, and then leave and help those fighting for a better world – and they are not brands.
