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

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    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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    Miša Lukić: What can start-ups learn from sperm?

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    Price of Hate

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    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    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

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    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

  • 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

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    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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  • 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

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    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

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    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

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    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

  • 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

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    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 #149: We no longer live in a common state, but we do business in a common market

Unlike the previous Creative Portfolio, in this year's book we haven't included the ranking of the ten most successful campaigns, agencies and advertisers

05/03/2019
in Diary
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović

While Printera company is printing the Creative Portfolio 02, which is supposed to be out of the presses on Tuesday, March 12, I’m constantly watching the PDF document of the final version of the book that we’ve sent to the press.

The difference in layout, compared to the previous book, is visible, which makes me very pleased. We went a step forward. Content is great, it features great campaigns, and our sponsors’ ads are very creative.

Unlike the previous book, in this year’s book we haven’t included the ranking of the ten most successful campaigns, agencies and advertisers. Whatever the scoring system we applied, the results did not reflect the actual state of things.

Agencies, such as Agency 101, which in my personal opinion should be among the first three, doesn’t even make it to the top ten. For the days, Asja and I have been trying to figure out why this is so, until we realized a few things.

First, the Creative Portfolio refers to a single calendar year and includes ten national and regional creative advertising festivals in the Adriatic region. It happens – and it was the case in 2018 with The real life escape room, by Slovenian Agency 101 – that an exceptional campaign appears in the festivals only in the second half of the year. Agency 101 launched this campaign just before the jury meeting of BalCannes in September.

It did not appear at the Slovenian SOF Festival, which is held in spring. If it had, it would have scored points that would surely have make it one of the top 2018 campaigns.

This is also apparent from the fact that the second book showcases campaigns that were in the first one as well. They come out in mid or late year and go to festivals that take place afterwards.

Another reason why it may be inappropriate to attribute any points to any of the campaigns is that agencies do not report every campaign to each of the festivals. In 2018, the campaign Catch the Golden Fish of the Communis DDB Belgrade won awards first on BalCannes and then on Sempl, which ultimately brought it many points, and it was not necessary for it to achieve any spectacular success at UEPS.

Some other campaign, such as, for example, the Secret of Brilliant Digestion, gained a spectacular number of awards only at the national festival. But then we don’t see it anywhere else. And yet, it has more awards than several campaigns that have won awards at regional festivals and which, realistically, should be rated as more significant than those awarded by the jury of a national festival.

How to evaluate the prizes won at a particular festival is generally a very tricky question. The only solution is the establishment of a regional The Cup (based on the former Intercontinental Cup), where all the award-winning campaigns from the entire region (in this case from the Creative Portfolio) would go to another top-notch jury that evaluates them according to unique criteria, not taking into account the awards won at festivals during the year.

Only such a jury would be able to say which are the best campaigns of the year in the whole region. Based on the value of awards won before such a jury, we could talk about which agencies from across the region were the most successful.

This year, the race for its own place in the Creative Portfolio will be joined by Bosnia and Herzegovina, with the No Limit Sarajevo Advertising Festival, which will be held in late November or early December 2019.

This is a significant detail, even though BiH agencies can always compete at BalCannes, Golden Drum and Sempl. Some of them win an award here and there, but No Limit will give local agencies in BiH a chance to present themselves to colleagues from the region.

Last year, there were good campaigns in Bosnia, but the agencies did not have the courage to enter them to regional festivals. Only MITA was courageous enough, which landed them a Gold Sempler, for the work on the National Lottery of Bosnia and Herzegovina.

Part of the mission of Media Marketing is the development of the advertising market in the Adriatic region.

By reinstating our national advertising festival (No Limit) we will give Bosnian-Herzegovinian business a new chance to catch up with the wave of change and grow into an equal member of the regional communications community.

The way in which Macedonian agencies can be found in the Creative Portfolio remains to be seen, and I sincerely hope we will find a way soon. And this regional The Cup is not a crazy idea by Asja.

A message to agencies and advertisers at the end of this text: take Belgrade agencies as your model (New Moment New Ideas Company, McCann, Communis DDB …) and submit your works to regional creative festivals. We don’t live in the common state any more, but we do business in the common market.

Tags: Diary of a Methuselah
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