Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Stana Šehalić
The Association of Serbian Market Communications (UEPS) last year elected new leadership that has fundamentally changed the activities of the Association, made it more dynamic and more creative, to put it simply, much more useful for the communications industry of Serbia. We talked about the last year with Viktor Nikolić, General Manager of BEOEXPO and Chairman of the Board of UEPS.
Media Marketing: You are rounding up the first year of your term as Chairman of the Board of UEPS. You’ve become more visible, and after the award ceremony in late December there was a lot of praise going around from people of the industry. After the award ceremony, Miša Lukić, CEO of Publicis One for Central and Eastern Europe, posted on his Facebook page: “How great was all this today. This was not only the Day of UEPS, but the Year of UEPS!” What’s your take on the year behind, which was a kind of a test and a challenge for the new Board and you personally?
Viktor Nikolić: Year 2016 was perhaps the busiest year since the founding of UEPS. A new Board was formed in an election year. The Board was elected by members of UEPS at the regular election assembly. The year was marked by intense activities on several fronts. With joint efforts and enthusiasm of members of the Board, we have initiated many activities, most of which yielded concrete results.
In the field of modernization of the identity and image of the Association, we made the strategy of repositioning of UEPS, a new graphic design, we began the implementation of a new website, which should be completed by spring.
UEPS has also initiated regional cooperation with associations that unite agencies and advertisers in neighboring countries. Accordingly, in June in Belgrade, our guests were leaders of this profession from Bosnia and Herzegovina, Croatia, Slovenia and Macedonia. We discussed a number of topics, established good contacts and planned cooperation in all fields, which can improve the profession. It was agreed that joint meetings will be held at least once a year.
In addition, on home turf we organized and held meetings with the leaders of DSOJ and IAA. Cooperation has been established, and together with IAA, UEPS has decided to accede to the establishment of self-regulatory body related to advertising. I think it’s important that we cooperate and work together to advance the profession.
Regarding the most important event that the Association organizes for decades now, the Board of UEPS has decided that our annual award, which is awarded on the Day of UEPS, be improved, modernized and brought closer to those for whom it is intended – primarily young creative. In early October, we organized a meeting with the creative directors of agencies that operate in Serbia. In a direct and really candid conversation we heard from them all that we have to improve in our work, and we decided to support them, because UEPS is the association of all of us, and above all, we think it is very important that creatives take part in our work. In accordance with this, the decision was made that the jury would be composed of from agencies, and that the awards for Day of UEPS be improved and given significantly stronger criteria. Now, when the impressions have settled, we can say that we have succeeded in this because most of the participants of the competition welcomes the steps we have made towards improving this most important event.
The Lifetime Achievement Award has been separated from the Day of UEPS and will be part of the spring activities of the Association on which the administration is working intensively.
Last, but not least, with the accession of new members in the transition period between the two calendar years we have rounded the trend of continuous work on the expansion of the member base, which was one of the objectives of the Association. Intensifying, expanding and strengthening activities, UEPS last year created a platform to recognize common interests, with which agencies, media and advertisers could relate. I think it is important to note that our membership has increased in 2016 by a third.
Media Marketing: The award ceremony itself has been conceptually redesigned in comparison to previous years. What prompted you to such innovation?
Viktor Nikolić: We live in the age of visual impressions and images as an important means of communication. Our wish was that as an association, which represents the interests of its members, we present their achievements at our traditional competition with contemporary visual elements that they themselves use in their work. Simply, we wanted to meet the wishes and expectations and, despite all the limitations, we found ourselves in a modern, dynamic scenery, and modern and dynamic design of awards and all other supporting details that give this event a special mark. I think that’s a great announcement of how we see the Association in the future.
Media Marketing: Unlike previous years, the Association has established high quality and efficient communication, not only with members, but also with the media, so we are always timely informed on all activities of the association.
Viktor Nikolić: Only through synergy of all forms of communication and action can we expect high quality results. Our office, which maintains the necessary dynamics and regularly communicates with the public, does this part of the work very professionally. Soon we will – I hope – modernize the website, by which we will make the content much more attractive.
Media Marketing: What can we expect from UEPS in this year?
Viktor Nikolić: For 2017 we plan to continue and improve our started activities. We will continue to work on strategic development in multiple directions, especially in terms of strengthening the reputation of the profession, standardization and education, which is after all, the point of existence of the association. Special emphasis will be placed on the further expansion of membership and influence of the Association. In particular, we will pay great attention to spring activities, where the most important event is the Lifetime Achievement Award and the round table or panel related to the individual, creative. We will also try to support the personality and creativity of young people, who work in the industry.