Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Jelena Ivanović
Andreja Milkić, Account Director, Leo Burnett Belgrade, is a member of the team that designed the program of AcademIAA and is the coordinator of the Business Module. AcademIAA is a new educational project of IAA Serbia, which starts on 2 September and runs until 10 December, in which the participants will have the opportunity to listen to lectures and participate in workshops led by more than 70 experts in the field of marketing communications.
In an interview with Media Marketing Andreja talks about his motives to join the project, expectations, impressions and plan lessons. The extent to which he believes in the power and superiority of this initiative is illustrated by his challenge for everyone to find a better and more comprehensive list of speakers of a program or a study, if they can.
Media Marketing: In this project you had a dual role – a member of the team who initially worked on the very idea of the AcademIAA, but also a coordinator of the Business Module. It seems that there is no better person who could better describe the project and give better insights. So, AcademIAA is…?
Andreja Milkić: The development of our marketing communications industry was never adequately followed by the official education system in this country (and the region). For example, how many small or big “evolutions” have we had since the nineties to date? I have the impression that our work has been changing and adapting to the needs of people and new technologies very rapidly. And what did the universities do in that same time, and how many times have they upgraded their teaching materials?
Young people continue to learn the generic stuff written for big Western markets. To be precise, Kotler is still necessary for our “general education”, but not for young people who want deeper understanding of creative, research or media agencies, as well as the operations of the biggest brands on the market in Serbia and the region.
And the students themselves have changed. Kids today have everything readily available and they are bored by everything. With all due respect to teachers who are experts in what they do, but for the youth it is far more interesting to hear certain things and learn from someone who is an executive at Coca-Cola, or someone managing the affairs of the largest agencies (such as Leo Burnett or McCann, GFK, Direct Media, Bruketa & Žinić …), or is a creative director of a team that annually produces thirty relevant campaigns, someone who introduces technological innovations in digital communications on a monthly basis…
Because of this “hole in the system”, companies and agencies are beginning to create their own mini-educations in order to attract young people who have the potential, but they come to work and enter the system confused and ill-prepared.
Our Association, as the official representative of the industry, has decided to make a breakthrough in this field and do something that will be beneficial to all. Something that will improve the local market, facilitate the operations of companies and agencies, and invest in the future leaders of our profession.
With this in mind, the AcademIAA is a “training camp” for future leaders of market communications. A program that does not exist at universities, with lecturers that you won’t find even at the biggest conferences that deal with marketing.
If you can find a conference or a university program with a better list of speakers in Serbia – we will buy a full page in Politika daily to publically apologize to you…
Media Marketing: I’ve known you for years and I know that you are always willing to work with younger colleagues, that you often highlight that investment in the knowledge of younger colleagues is the most important thing for the profession and its future. Am I right?
Andreja Milkić: I am aware of the difference between a “person with potential” and a person with potential whom you adequately train and guide in their career. Our Association has so many successful and charismatic leaders that it would be a shame not to use the strength of the IAA to transfer this knowledge to those who are coming, and not to improve the profession.
Work with young people suits me personally, because I have a moral satisfaction and I wish to “give back” what I once received from my mentors at specialist studies (“Advertising and Media” FDU Belgrade). At the same time, the energy of young people feels good, as well as the connection with their world and the lifestyle that they have.
Media Marketing: I believe the Business Module is specific in many ways. And yet, perhaps most important thing to mention is that this is the part of the program in which, among other things, clients will tell “their story”. Why is this important?
Andreja Milkić: To be successful in communication, you first need to be successful in understanding the operations of companies and brands, as well as in understanding the context of the market and the models on which related industries operate when it comes to creative, research, media, digital and BTL agencies. This module is here to represent the wider context of the business industry with lecturers who are leading the forefront of the modern market of business and communication.
We will start with the topics that explain the connection between the creative and business parts of the business. Marija Stošić (Senior Creative Planner – McCann Belgrade) will give a lecture on creativity in modern business. Žarko Sakan (Managing Director – New Moment New Ideas Company) will talk about the importance of synergy of creativity and business. Then follow the lectures by colleagues who, in my opinion, are top experts in regional FMCG industry. Dunja Ivanović (East Europe Baked Grains Category Director – PepsiCo) will talk about the importance of setting goals and strategies for the success of modern business. Slobodan Srećković (Regional Marketing Director – IMLEK) will provide insight into how corporations actually measure the success of business. Katarina Šibalić (Marketing Director – Strauss Adriatic) will then talk about the ups and downs in the management of large brands through a decade, and this mini-series within the module will be closed by Nataša Đurđević (Shopper Marketing Director for South Central Europe business unit of the Coca-Cola Company) with a story of the importance of strategic planning in the marketing of large companies.
Then we will present the business side of agency people. Nataša Bojanić (Group Account Director – Leo Burnett) will talk about why we need innovation in products and services. Ivica Đurđević (CEO – NOA) is coming straight from New York to present his vision of the evolution of agency business model. Coming from London is Kristina Jazinka Nikolić (VP and Marketing Director – Strawberry Energy) to present to us her vision of importance of creativity in the process of innovation from the startup perspective. Miloš Stanković (New Business Manager – McCann) will bring a story from the top ranks of advertising on the challenges posed by the search for new customers in our market, as well as the challenges which bring new clients and how they can become satisfied partners. That’s what I’ll be talking about. Teams in large companies also have their fair share of challenges, so Marina Mateković (Marketing Manager – Knjaz Miloš) will talk from the perspective of a person who has the experience both on agency and client side. Business Module in its first year will be closed by Aleksandar Poznanić (Marketing Director – Jaffa a.d.) and his interactive workshop on the topic of the importance of leadership in the modern business.
Media Marketing: Entries closed last week, and selection of candidates is underway. How will you select the best ones?
Andreja Milkić: Operational team of AcademIAA makes several of us who worked on making this program grow from the initial idea into a serious educational unit that will this autumn be implemented. The preliminary selection of applicants (CVs and cover letters) is done by that exact team, while the next phase (online testing) includes coordinators of the modules and give their recommendations. In the end we will have internal consultations and make the final list of participants. Sounds complicated, but basically, these are CVs and your explanation of why you want to be a student at AcademIAA, plus a test that tells us about the way you think about our business.
Media Marketing: A lot is expected from the top candidates. I believe the reverse is also true – candidates expect the best possible content when it comes to marketing communications. The industry has had a really positive response to this whole endeavor, because there was almost no lecturer who has refused to participate. How do you explain that?
Andreja Milkić: This program speaks volumes about the respect that the IAA commands in the profession. Such response of lecturers is nothing less than spectacular. It also speaks about the fact that our lecturers are not just brilliant professionals, but also practical people who have good intentions and understand the importance of nurturing young talent. Participants can expect the best of advertising in the region, and those who enter the AcademIAA should feel privileged to be there with us.
Media Marketing: Is there something you would like to say to those who are eagerly awaiting for the results of the selection of candidates?
Andreja Milkić: Come and show us that you are the future of our profession!
Teach us something as well!
And to remind: if you find a conference or a university program with a better roster of lecturers in Serbia – we will buy an entire page in Politika to personally apologize to you…
Media Marketing: What will you remember this project for?
Andreja Milkić: Whoever reads this interview to this question needs to hear some honest details. Rather than raising the whole experience to a philosophical level, I will be brief: I will remember it for the extraordinary team of people, unbelievable energy and enthusiasm, but also a couple of memorable visits to Belgrade pubs and restaurants where we planned the whole project, and enjoyed in exchange of ideas and plans.