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.
