PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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  • Vijesti

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    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

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

  • Kolumna

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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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

    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

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    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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Diary of a Methuselah #104: I don’t want to trade influence. I believe that would be the shortest path to destroying all that I’ve built, and many friendships that I nourished for years

When I write something I want people to believe it, because it’s not backed by money

20/03/2018
in Diary
3 min read
Diary of a Methuselah #104: I don’t want to trade influence. I believe that would be the shortest path to destroying all that I’ve built, and many friendships that I nourished for years

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović

Photo: To students of the Academy of Fine Art in Sarajevo

Exactly three months ago, my book Hotel Yugoslavia came out of the presses – a book about advertising when it was a noble business. The first issue was gone in a matter of days, so for two months now I have only three copies left. I plan the next edition by next summer. I need to edit some things, and make some minor adjustments that friends have warned me about. Nothing serious, just some incorrect dates and that’s all.

The comments I received were very positive. Some friends, with whom I have been close for decades now, and who thought they knew me to the T, admitted they knew very little about me, and were glad they could now complete their picture of me. I’m most happy for the fact that out of 750 copies of the first edition, over 500 books found their way into the hands of young people. It can be most useful to them. I would like to convey to them my love for this business, to convince them that nothing is impossible, to encourage them to be persistent and ready for hard work. Our job has a lot of glitter, it is prestigious and sometimes coloured with glamor, but all of that comes with hard work. Simply, if you want to have it good in advertising, you have to work – you have to work hard, and you have to dream. Even today, almost half a century after entering the communications industry, I work at least ten hours a day. It’s not difficult if you enjoy what you’re doing. I enjoy it endlessly.

What came as a surprise – and this is happening since the book’s release – are the offers to become an influencer for some brands and even agencies. I received about dozen such offers over the past two months, so this makes me think it was inspired by the book. Only thing is, I’m the wrong address for such a type of deal. Nor do I think I’m an influencer, nor would I want to be one. Let the kids do this, I don’t need it. I am well aware of my potential and influence I can have thanks to the decades-long work in the communications industry and my broad network of contacts. I just don’t want to trade in influence. I believe it would be the shortest way to destroy everything I built, and many of the friendships I’ve nurtured for years. When I write something, I want people to believe it, because it is not backed by money. Even if one day I decide to do so (although I think that influencer marketing, in the form it exists today, will quickly disappear, like many other fads promoted by digital), I doubt that I would find a client willing to pay the fee I would ask for it.

These days I want to go to the Academy of Fine Arts in Sarajevo and talk to Vedad Dizdarević, Sara Hasanefendić, Antonela Bender, Adnan Šopović, Ajša Beširević and Anđela Banović – the top students of the Academy, for whom the Raiffeisen Bank BiH will enable to exhibit their works this year at the Raiffeisen Gallery. In addition to allowing them to present their work to the public, Raiffeisen Bank has also awarded them cash scholarships. This has been going on for nine years and running. I want to write about it because it is an excellent project and an excellent example of how successful organizations can support the development of talent in art, and not because I will receive a fee from the Bank for that article.

I would like to write about the new Mercator’s campaign, My Brands are The Best Brands, because in this project I have recognized the remarkable marketing idea in which Mercator appears as a serious partner in the development of the Slovenian economy. Consumers are buying the products, and filling their Gorenje retro fridge with those brands. By collecting points, they earn an opportunity to win one of the refrigerators, or one of the thousands of air tickets from Adria Airways. This is a project in which brands buy and support one another in development. The campaign could expand this summer to all markets where Mercator operates. When you read articles like these, I want you to know that I’m not writing them in the role of an influencer, and that I do not get a fee for that. I’m just a media editor whose mission is to contribute to the development of the communications industry, and to promote everything that leads to the economic prosperity of the states in the Adriatic region. Mercator’s My Brands project is exactly that.

I will write more about meaningful things in the foreseeable future, because I think they are important. My only interest in all this is to be useful to the industry. Only in a successful industry can Media Marketing thrive as a successful medium. Without trading influence.

Tags: DiaryHotel YugoslaviaInfluencersMercatorRaiffeisen Bank BiH
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