PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

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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
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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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    Sponsors? What that?

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    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

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    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

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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

  • 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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    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 #152: Jure Apih handed me the baton of The Cup

After he went through the Creative Portfolio 02, Jure Apih said: “This book needs an event”

12/04/2019
in Diary
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović

Three weeks ago, when I arrived in Ljubljana with the first copies of the Creative Portfolio 02, my first stop was at Fest Fest, to meet Jure Apih. He was the first one I brought the previous book as well. For some reason, I believe that Jure has the natural right to get the first copy of a book like this, since he has committed his entire career to promoting creativity in advertising.

Looking at the book, first he dwelled on the covers for quite some time, before he said: “It looks nice. Very nice.” Then he skimmed the book, hovering over some of the campaigns that caught his attention. Then he went through the book backwards, closed it, and finally said: “This book needs an event!” Then I told him about the difficulties Asja and I faced in an attempt to make a list of the most successful agencies in the Adriatic region based on their success at the festivals.

Ultimately, we gave up, because no scoring system we applied gave us a realistic picture. Some campaigns were on festivals all year round, some of them came out in autumn or end of year. Campaigns from the second half of the year will continue their festival tour in the next, so it is almost impossible to achieve objective results in a single calendar year. We would need to collect points from two years.

Asja then told me the only solution would be to apply the principle of The Cup, which Jure Apih organized as the Intercontinental Advertising Cup. He would take members from the juries of different festivals, and form a single jury that would select the best of the best from across festivals.

So, we should also make The Adriatic Cup following the same principle, and with the help of a jury that would be made of representatives of all juries at national festivals, choose the best campaigns and declare the most successful agencies and advertisers in a single year.

I told that to Jure. And I also said it would mean we would use his idea and his rules for The Cup, which is, after all, his brain child. “I have nothing against it. The idea is good, the Creative Portfolio needs an event, feel free to call it The Adriatic Cup. If you need anything, just ask. I’ll help you do it.”

A few days ago, we met again in Ljubljana for a lunch at the Pen Club. Jure, Meta Dobnikar, Asja and me. As soon as we sat at the table, Jure opened his bag and pulled out The Cup trophy. He handed it to me, saying: “Here, I am handing you the baton of The Cup. Do with it as you and Asja have imagined.”

I held the trophy in my hand, whose ceremony I even organized twice. First time in Sarajevo (2009) and second time in Belgrade (2014), when Media Marketing partnered with Fest Fest in organizing this planetary holiday creativity in advertising. I was very grateful for this gesture that is so in character for a gentleman of Mr. Jure’s calibre.

Accidentally (or not) the day after, at the Printera printing house (Sv Nedelja near Zagreb) Asja and I had a meeting with Žare Kerin, Futura DDB Ljubljana, Creative Director of the Creative Portfolio, and Mirko Koren, Sales Director of Printera. We talked about the future of the project and how we can improve it from the print side. The conversation was very creative, we all showed great readiness to contribute to making an even better book. We expressed our interest in the long-term development of this project together.

From Sv. Nedelj Žare traveled to Ljubljana, and Asja and I to Rovinj for Days of Communication. We talked about The Adriatic Cup all the time. Jure said that Creative Portfolio needs an event, and Jure is someone you listen to.

We will make a big event at the end of February next year. We should also talk about the city in which we would organize it. Belgrade, Zagreb and Sarajevo are in circulation. Every city has its own advantages. We’ll see. We must first agree partnerships with other festivals on this project. If they accept our proposal, it will be a really big event.

April 8, 2019

Tags: Creative PortfolioDiary of a MethuselahThe Cup
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