Drugi jezik na kojem je dostupan ovaj članak: Bosnian
This debate was a warm-up for the KAKTUS 2016 festival, through conversation on the importance and future of integrated communications in Serbia. During the debate, some of the important issues in this field were raised: integrated communications – yes or no; do all brands have to be on all networks and use the same channels of communication; can an agency really offer a full integrated campaign to a client, or are specialized agencies more efficient; what are the experiences of companies with integrated campaigns; and is it enough to have just a mere adaptation for all channels of communication, or do we have to prepare adequate design for each individual channel.
Participants in the debate were Ivan Živković, Managing&Creative Director, Pioniri Communications; Veljko Golubović, regional creative director, FCB Afirma (Adriatic region); Anja Radulović, creative director, Leo Burnett; Marija Matić, Media Planning Director, Direct Media; Sanja Bušić, West Balkan Marketing Activation Manager, PepsiCo (Marbo Product); Nataša Pavlović, Director of Marketing Communications, Mercator S and Nataša Jovanović, Marketing Director, Delta Food. Moderator of the debate was Marina Grihović, owner of PR agency Headline and co-owner of the digital agency D-kit.
“Creative industry in Serbia is moving at a much slower pace than is the case at the global level. We are slow to accept trends and innovations. However, I would say that the concept of 360° has been overcome, and that today the only communication that makes sense to talk about is 365 communication. None of the brands today can afford the luxury of not communicating with their customers on a daily basis,” Ivan Živković said during the debate.
Anja Radulović said that one quality of ideas and one good channel are sufficient to elevate the brand to the next level. “I really think the market needs to be shaken up by quality and different ideas, so we would experience one big boom, become each other’s serious competition, and every day challenge each other. Only in this way will our industry stride forward,” Anja added.
During the debate Nataša Pavlović pointed out that today it is not enough to place the same message through all channels and in all markets where we do business. “It is very important to know whom, when, where and how we address. It is a difficult road, but it’s the only way we can precisely target the consumer and offer them what they really want in real time.”
Participants in the debate agreed that it is necessary to redefine the concept of integrated communications in Serbia, to talk more on this subject, but also to motivate agencies and companies to make bold and innovative steps forward in their communication.