By: Ekrem Dupanović
Photo: Ivanka Mabić and Maja Čulig at the panel with yours truly
Saturday was the second day of the Creative Republic of Bihać. I was feeling a little tired from late (or better said early morning going to sleep), but the exceptional energy of the event is keeping me awake. I can hardly wait to see other participants at the breakfast, to go to the AVNOJ Museum as soon as possible, to mingle with people with whom I actually socialize throughout the year (Damir Ciglar, Vanja Blumenšajn, Jelena Fiškuš, Sean Poropat, Bora Miljanović, Imelda Ramović…), but it’s something completely different in Bihać.
Imelda Ramović started with her lecture. Originally from Sarajevo, 13 years ago she decided to move to Zagreb and continue her successful design career there. Imelda is today an art director, designer and illustrator in the field of advertising, art, as well as music and fashion industries. She presented us with her most important works in the AVNOJ Museum. Finally, she also showcased the series of posters Monument to Monuments, which we saw the night earlier at the opening of her exhibition.
Then followed an extremely dynamic story of Bora Miljanović, CEO of the Represent Communications system from Belgrade. Bora is a great fan of new technologies and new trends in communication. He dedicated his lecture to Content Marketing. Bora most definitely belongs among the narrow circle of true experts thanks to his knowledge and previous practice of content marketing, but few are those who conquer new territories with so much energy and passion as Bora.
After a short coffee break, I was given the task to moderate a panel with Maja Čulig, Addiko Bank Marketing Director, and Ivanka Mabić Gagić, Head of International Business at the Bruketa&Žinić&Grey advertising agency. The two of them played a key role in the creation and promotion of Addiko Bank brand. Very interesting story. After the Bruketa&Žinić&Grey agency embarked on an adventure to create a completely new brand in a period of just five months, to prepare a promotional campaign and rebrand all branches of the Bank in the region within that same period, the client soon shortened even such a pressing deadly by almost half. And they did it. Luckily, Maja and Ivanka had previously cooperated while Maja was in the other company, and Ivanka in a different agency, so they had a positive experience earlier, otherwise this would be an almost impossible mission. Everyone survived. Both the bank, the agency, Maja, and Ivanka. An example for the history books. In two days I’ll be doing an interview with Maja in Zagreb, so I’ll bring you the full story then.
The Creative Republic of Bihać was nearing its end. I was eager to go home, and I still had plans in Bihać. I arranged with Nermin Nino Kasupović that I would bring to lunch Dubravka, Bora and Bojana Radić, the CEO of Represent Communications Banja Luka, and that he would bring other guests when the program is over. We went to the River Dock restaurant, at Ripač, we ordered food and sat in the boat. Everything was served on the table, the driver started the silent electric motor, and we moved to the waterfalls. We enjoyed the food and beauty of the one and only Una. Dubravka, Bojana and Bora were thrilled. They were snapping photos everywhere. I was calm. I already went through this experience. I spent the summers of the first 20 years of my life here, and dived from those same waterfalls that we were under now. From below they look really impressive. After lunch we visit Ripač. New thrills. I showed them where our family house stood, which was burned down during the war. I hope to have time to rebuild it eventually.
We returned to the restaurant where Nino, Jelena, Sean and other guests had already arrived. I said goodbye to everyone and left for Sarajevo. 30 kilometers from Bihać, I stepped by Čardaklije, where Azra and Amir were waiting for me for a coffee. They also came this weekend to enjoy the natural beauties.
As I was driving to Sarajevo I was tired, but in great spirit. It was wonderful in Bihać. Small boutique festivals are the future of the communications industry. I was rewinding the impressions, laughing, and singing along with Rade Šerbedžija as I drove home.
