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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

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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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

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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  • Dnevnik

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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

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    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

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    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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Špela Žorž: I think we rejoiced more for the concrete lion from A1 team than the metal ones from Cannes

We, as an industry, need both regional and international recognition to do what we do well

13/07/2017
in Arhiva, Interview, News
4 min read
Špela Žorž: I think we rejoiced more for the concrete lion from A1 team than the metal ones from Cannes

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović

Immediately after the completion of the Cannes Lions Festival, I visited both agencies in the region that managed to tame as many as seven Cannes lions this year – New Moment Belgrade and Grey Ljubljana. Yesterday, I brought you the story about the atmosphere from Belgrade, and today I’m talking with Špela Žorž, director of the agency of Grey Ljubljana, about what the awards from Cannes mean to them. To be honest, I opted for the trip to Belgrade and Ljubljana so quickly partly in order to get a boost myself; to refill with the positive energy that everyone needs, especially in the advertising industry.

When I first interviewed Špela Žorž at the Sempl in Portorož in November, she said that four years earlier, when she took over the office, the Grey HQ gave her full liberty to run the agency as she sees fit: “Do what you think is best” they said, and she listened. Since then, Grey Ljubljana has increased its number of employees, this year it was proclaimed the Agency of the Year at the SOF, and now they have brought two lions from Cannes.

MM: Now after the first impressions have settled in, what it feels like to come to work and see those two Cannes Lions in the agency?

Špela Žorž: The first few days after winning the awards were emotionally very intense. The initial euphoria quickly settled down, and today we are again on our old rails – we are working hard and trying to achieve great projects together with our clients. It’s extremely nice to come to work knowing that we have fulfilled our goal. It is good to know that we are on the right track. At the same time, we remain realistic, firmly standing with both our feet on the ground, because we know that there is a lot of hard work ahead of us.

MM: How did the employees react? Have you noticed a rise in optimism among them? Was there that notion: Yes we Cannes?

Špela Žorž: It is difficult to describe the emotions of people in the agency. Some did not believe, there were those who cried, others cheered and laughed. It is certain that the Lions have raised the level of motivation and ambition in the agency, but at the same time they brought great responsibility to our shoulders. All of the Grey people in Ljubljana are aware of this.

In our view, Golden Drum is one of the most important regional festivals with an exceptionally credible jury

MM: Somehow it coincided that immediately after the Cannes, Grey Ljubljana had a visit from Alain Groenendaal, CEO of Grey Europe. What were his comments to your success in Cannes?

Špela Žorž: Alain was delighted! He took over as CEO of Grey Europe at the beginning of the year, and one of his goals was to increase the number of European agencies that will reach for the Cannes Lions. He succeeded in that, as this year as many as six Grey agencies in Europe won the prestigious awards. He was especially pleased with the fact that Slovenes, as a small country, stood side by side with the biggest players. Namely, Alain spent most of his life in Latin America, where the countries are also small (at least some of them), as well as the agencies. That’s why he better knows how to appreciate the success of a small agency when it succeeds to score such a big hit, because he knows how hard that is to achieve.

MM: Your client, A1, reacted in a very original and unusual way. They brought you a concrete lion, weighing almost 200 kg, made especially for Grey. Now it stands guard at the entrance to your agency.

Špela Žorž: I think we rejoiced more for the concrete lion than the metal ones from Cannes.

What A1 team showed by this act is more powerful than all the words, thanks and messages. You must know that they brought that lion on their hands in front of our entrance, in the middle of the night, while rain was pouring outside. The lion weighs about 200 kg, when we wanted to move it, we couldn’t do it! To do something like that you have to have a big heart and a boundless mind. Team of A1 has all that in abundance. And that is why it’s so nice to work with them.

MM: This year you were the Agency of the Year at SOF, you won two Lions in Cannes. Next is Golden Drum…

Špela Žorž: Definitely. Golden Drum is in our view one of the most important regional festivals with an extremely credible jury. Bearing in mind that this is a strong international competition in the competition part, we very carefully choosing which works we will enter for the competition. In fact, the method of selecting the works, which we apply for the Golden Drum, is similar to that for Cannes – the quality is always ahead of the quantity.

MM: It’s still early to talk about this, but are the ambitions for the next Cannes growing? A few days ago in Ljubljana, you told me, half-jokingly: “Next year we’re aiming for gold”.

Špela Žorž:

It’s hard to talk about that. It is certain that we want to repeat the success in Cannes and further enrich it. Whether we will succeed in that next, or some other year, depends on several factors. Ambitions exist, and we don’t hide them at all.

Lately there is much talk about the commercialization of Cannes, as the most prestigious advertising festival. I partially agree with everything written. On the other hand, as an industry, we need both regional and international recognition to do what we do well. Cannes is certainly one of the most prominent festivals and it enables exactly that. So I think that every agency in Slovenia, or in the region, should have such ambitions – the ambition to overcome the national frameworks of advertising standards and aim for achievements that can measure with the best in our profession.

Tags: Grey LjubljanaGrey LjubljanaInterviewŠpela ŽoržŠpela ŽoržWoman.Comm
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