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  • Vijesti

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    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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    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

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    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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    Do Brands Always Need to Sell Aggressively to Grow?

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    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 #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

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    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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Home Interview

Anja Garbajs: Dogodek je specifičen medij, saj je enkraten, začutiš pa ga lahko z vsemi čutili. Lahko ga gledaš, poslušaš, otipaš, vonjaš in okusiš

Videli bomo, kaj nam bo prinesel jutri, a vsebina kot primarna esenca dogodka bo ostala ne glede na tehnološke trende

11/09/2019
in Featured, Interview
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Avtorici: Julija R. Kelečevič in Daša Kamnar

Anja Garbajs Client Director in specialistka za event management v agenciji PM, poslovni mediji. Dogodek vidi kot edinstven in močan medij, ki pa ga moramo narediti premišljeno, da lahko izkoristimo njegov celoten komunikacijski potencial. Čeprav se Anja že dvajset let ukvarja z organizacijo dogodkov, je zanjo vsak dogodek nov izziv. Ne le to, na tem področju ima še vedno neuresničene sanje.

Koliko dogodkov ste že organizirali v svoji karieri?

Anja Garbajs: Težko je prešteti vse dogodke, saj jih soustvarjam že skoraj dvajset let. Če jih je bilo recimo deset na leto (pa jih je bilo več), pridemo do števila dvesto. Uf, še sama ne vem, kdaj je minil ves ta čas.

Skupaj z ekipo organiziramo od petnajst do dvajset dogodkov na leto, od manjših do res velikih in zahtevnih. Dobro pri tem je, da ima vsak dogodek, pa naj bo majhen ali velik, čisto svojo energijo. Ni bojazni, da bi zašli v rutino, še manj v dolgčas. Dogodki se nikoli ne ponavljajo, vsak ima svoj značaj, svoj fluid. V resnici so dogodki zelo podobni gledališkim predstavam. Imajo zgodbo, scenarista, režiserja, igralce, veliko priprav in vaj. Na koncu pa sta generalka in premiera. Razlika je edino v tem, da so lahko gledališke predstave na sporedu še leta.

Kateri dogodek, ki ste ga organizirali, se vam je najbolj vtisnil v spomin?

Anja Garbajs: Težko izpostavim enega samega … no, recimo praznovanje 25-letnice podjetja Porsche Slovenija je prav gotovo eden takih dogodkov, ki mi bodo dolgo časa ostali v spominu. Ta zahtevni multimedijski dogodek je vseboval vse elemente, ki jih mora imeti dober dogodek, ti pa so se zelo lepo zlili v vsebinsko zelo močno in ekspresivno celoto.

Imate pri organizaciji dogodkov še kakšne neuresničene sanje?

Anja Garbajs: Že nekaj let razlagam, da si želim pripraviti dogodek za dva. Nekoč sem videla sliko čudovite pogrnjene mize sredi gozda. Na njej sta bila kristalna kozarca s penino in krožnika s slastno večerjo, ob njej pa dva prazna stola in uglajen natakar z belimi rokavičkami, čakajoč na gosta. Mizica je bila osvetljena z reflektorji in z dreves so visele lučke, vsenaokoli pa sta bila žameten mah in brsteča praprot. Ja, še vedno iščem naročnika!

Kaj bi svetovali nekomu, ki se prvič loteva organizacije dogodkov?

Anja Garbajs: Svetujem mu, da ima ob sebi nekoga z veliko izkušnjami z upravljanjem, snovanjem in organizacijo dogodkov. Tistemu, ki ga to veseli in bi se rad izpopolnjeval v tem, bi svetovala, da si poišče delo v podjetjih, društvih ali organizacijah, ki organizirajo dogodke, saj le tako lahko pridobi praktičen vpogled v nastajanje, logiko in procese dela pri ustvarjanju dogodkov.
Tudi sama sem imela odličnega mentorja, Igorja Saviča, ki je bil več kot pravi naslov za mojo profesionalno pot. Zdaj imam že sama ob sebi mlade ljudi, ki pridobivajo svoje prve izkušnje skupaj z mano.

Verjetno gre pri organizaciji dogodkov tudi kaj narobe. Bi nam lahko zaupali kakšen svoj pripetljaj, ko se je kaj ponesrečilo?

Anja Garbajs: Ja, pogosto gre kaj narobe, vendar je vsaka situacija rešljiva, če imaš okoli sebe dober tim. Večkrat se je na primer zgodilo, da tehnika ni delovala, kot bi morala, da nastopajoči niso bili pripravljeni ali pa so zamujali. Izkušen organizator ima zato vnaprej predviden tudi plan B.

Kako pa sodobne tehnologije vplivajo na pripravo dogodkov?

Anja Garbajs: Sodobne tehnologije postajajo vedno pomembnejši del dogodkov. Če se vsebina navezuje na trende prihodnosti, potem se celo pričakuje, da bo tehnologija odigrala eno glavnih vlog. Govorim o hologramih, 3D-projekcijah, videomapiranju …, ne gre pa seveda zanemariti tudi umetne inteligence in robotike. Videli bomo, kaj nam bo prinesel jutri, a vsebina kot primarna esenca dogodka bo po mojem mnenju ostala ne glede na tehnološke trende.

Kako na dogodek povabiti ljudi, ki nimajo časa?

Anja Garbajs: To lahko dosežemo samo tako, da ima vsebina dogodka tolikšno vrednost, da jo povabljeni gost zamenja za svoj prosti čas.

Katere so vaše najljubše zvijače pri pripravi prostora za dogodek?

Anja Garbajs: Zdi se mi, da je treba vedno pričarati toplino in domačnost. Že osnovna scenografija lahko zelo spremeni prostor, pa tudi detajli, kot so na primer rože, blago, les, glasba … Tudi vonj je zelo pomemben. Nekoč smo celo dvorano odišavili s sivkinim eteričnim oljem. Ko smo gostom odprli vrata, so vstopali z rahlim nasmeškom in navdušenjem na obrazih.

Ali vedno zares potrebujemo dogodek?

Anja Garbajs: Dogodka ne smemo delati zaradi dogodka samega, na silo. Komunikatorji z izkušnjami in znanjem začutimo, kdaj naročnik potrebuje dogodek, in ta je vedno domišljena posledica poslovnih potreb, ciljev ali odločitev. Točno moramo vedeti, kaj želimo sporočiti in komu. Ne nazadnje ima dogodek tudi svojo finančno plat in nihče si ne mora privoščiti, da bi metal denar skozi okno.

Kako pa je dogodek vpet v celoto komunikacije?

Anja Garbajs: Dogodek je medij. Lahko stoji sam zase, še bolje pa je, če je v krogu drugih komunikacijskih orodij in kanalov podjetja, po katerih prenesemo določena sporočila do svojih ciljnih skupin. Ob sinergiji vseh medijev skupaj so učinki največji. Dogodek je specifičen medij, saj je enkraten, začutiš pa ga lahko z vsemi čutili. Lahko ga gledaš, poslušaš, otipaš, vonjaš in okusiš. Dogodek diha s polnimi pljuči, zaradi česar ima svojo edinstveno in neponovljivo moč.

Tags: HrvatskaPM poslovni mediji
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