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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

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    Price of Hate

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home 3 questions for

Three questions for Petra Krulc, Senior Vice President of Celtra

What does the transition from a classic creative agency to a marktech company look like?

21/09/2021
in 3 questions for, Featured
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By Ekrem Dupanović

Petra Krulc spent seventeen years at Grey Ljubljana, most of them as the agency’s Executive Creative Director. In just a few years, she brought Grey to the title of the Agency of the Year at SOF and won the title of Creative Director of the Year. She also has two Cannes lions in his collection.

Despite the shining career success, she recently felt the need for change, so she moved to the international company Celtra, where she assumed the position of Senior Vice President.

After a very successful career in Grey Ljubljana, numerous national and international awards which you have received for your work, you left Grey and went to Celtra. Why? Desire for change, desire to give yourself a shot in a new environment, an offer one cannot reject…?

In the past 3 years I was pitched several interesting job offers, some also from abroad but it never felt like it’s time to move on. When Celtra made me an offer I was in a certain state of my career where everything felt like the same old same old every day. But most of all it felt too comfortable. And great things never come from comfort zones.

After 17 amazing years at Grey I left and took on a rather different position at Celtra, one of the leading and most innovative marktech (marketing technology) companies there is. I had very little idea of what it would require of me, all I knew is that it would feel uncomfortable, but in a good way. And it did and still does. I am unlearning and learning so much every day and I am forever grateful that I’ve found courage to make this change.

You are Senior Vice President in Celtra. How much of your time is dedicated to management, and how much to creative work on specific projects? What do you do mostly?

As SVP, Creative Success and Head of Celtra’s creative production studio, my main role is to elevate creativity on digital advertising content built in Celtra software for Studio’s clients. I manage and lead a team whose members sit in different time zones (Ljubljana, New York, Boston, San Francisco) but still work collaboratively every day on mutual projects/campaigns for companies such as Adidas, Spotify, Lululemon, Braun, NBCUniversal, Bloomberg and other amazing brands and publishers. This setup was rather challenging for me at first, I had to adapt to new dimensions of collaboration and different dynamics of work. Since I am a part of Celtra’s global management team, my role has also way more management responsibilities than it had before at Grey, where my responsibilities were mainly executive on creative excellence level, compared to now where my main responsibilities (among many others) are also business growth and revenue of Studio.

How big of a change was this for you? What excites you most about working in Celtra, what kind of projects and how do you see yourself in the next few years?

Oh yeah, this is a huge change. I work for a tech company that has a very different set up, mentality and culture than any agency. While during situation-19, the whole world was adapting to using Zoom and other video call platforms, at Celtra this was work as usual. Creating an engaged workforce – across offices, teams, and departments – is one of our company objectives. Our collaborative culture enables us to work efficiently as one team in different time zones across New York, Ljubljana, London, Boston, San Francisco, and Singapore. And that gives a company a very different dynamic. I am impressed by the efficiency that this company demonstrates daily. But most of all I am impressed by this amazing, fierce creative drive Celtra has that year after year resonates in one-of-a-kind tech solutions.

About the future? I don’t have much time to think about it, I am focusing primarily on how to get the most out of the here and now.

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