PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • News

    Seven ambassadors, seven photogrephers, one story. The elegance of the collective.

    Novak Djokovic and Raiffeisen Bank International sign partnership

    No Joke The Deadline Extension Is April 30.

    Elan’s folding ski best wins in category with ground-breaking design

    Rok za prijavo del je podaljšan

    MediaCom Is Impossible Foods’ New Media Agency Partner

  • Weekly topic
    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?

  • Interview
    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

    Ogilvy Social.Lab NASLOVNA

    Exclusive: Media Marketing declares Diego Maradona tribute – the video of the year! This is the interview with the team who made everything happen in only five days!

    intervju-naslovnicaa

    Aleksandra Dilevska: The CORONA Crisis has forced us to show our true mettle and take a leap into the future

    steven-farell-naslovnica-nova

    Stephen Farrell: The influencer industry is over saturated and lacks diversity

  • Opinion
    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

    Pripravljeni na vse, kar sledi

  • Diary

    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

  • Young Leaders

    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

  • 3 questions

    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

  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

  • B/H/S
No Result
View All Result
Media-Marketing.com
  • News

    Seven ambassadors, seven photogrephers, one story. The elegance of the collective.

    Novak Djokovic and Raiffeisen Bank International sign partnership

    No Joke The Deadline Extension Is April 30.

    Elan’s folding ski best wins in category with ground-breaking design

    Rok za prijavo del je podaljšan

    MediaCom Is Impossible Foods’ New Media Agency Partner

  • Weekly topic
    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?

  • Interview
    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

    Ogilvy Social.Lab NASLOVNA

    Exclusive: Media Marketing declares Diego Maradona tribute – the video of the year! This is the interview with the team who made everything happen in only five days!

    intervju-naslovnicaa

    Aleksandra Dilevska: The CORONA Crisis has forced us to show our true mettle and take a leap into the future

    steven-farell-naslovnica-nova

    Stephen Farrell: The influencer industry is over saturated and lacks diversity

  • Opinion
    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

    Pripravljeni na vse, kar sledi

  • Diary

    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

  • Young Leaders

    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

  • 3 questions

    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

  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home Interview

Catalin Dobre: no worries, the AI Don Draper won’t take our jobs. Yet.

Catalin Dobre is the new Regional Creative Director for McCann CEE

19/01/2018
in Interview
4 min read
Catalin Dobre: no worries, the AI Don Draper won’t take our jobs. Yet.

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

2017 was an incredibly strong year for McCann Romania. When it came to consistently surprising creative, the agency quite frankly smashed it. From Rombot, the AI ambassador, to ‘Live. From a different World’, which used live streaming to connect urban-living youngsters with elders living traditional lives back in the countryside, via Super Hero fruit and veg and a Taco Bell launch campaign that basically trolled Romania’s neighbours, the agency’s work is characterized by a resourceful, lateral thinking approach that isn’t limited by traditional media.

Credit goes to the whole team, but leading the charge and rallying the troops has been McCann Romania’s CCO Catalin Dobre. And his leadership has not gone unnoticed – Catalin has just been named Creative Director of McCann Central Eastern Europe, a role he will carry out alongside his existing position.

You’ve just been named Creative Director of McCann Central Eastern Europe – congratulations! What are your hopes and ambitions for the role?

Thank you, exciting times. I’m proud to have the opportunity to get more and more involved in a region that has amazing talent and potential.

What we want to achieve is to build a creative culture with the strongest values and the highest ambitions. A culture that will manage to stop New Europe’s brain drain and, more than this, to attract creatives from all around the world. A culture that will take the relationship with our clients to the next level and will generate famous work. Work that makes a difference. Work that travels, that people around the world know and admire.

The Central Eastern Europe region seems to be going from strength to strength creatively and there’s also amazing digital talent in the region too – why do you think this is?

There is a very unique type of creativity in this part of the world and it comes from the school of life. People have been forced to be flexible, to adapt and to find innovative solutions to problems in their everyday life ever since they were kids. Creatives were forced to think outside of the box from back when they were very young and this training came in handy when dealing, later on, with advertising briefs. This can be one of the reasons why we see a lot of non-traditional work coming from the region. If we add to the equation the huge amount of digital talent, it explains the cool innovative/digital work.

For us, as a network, constant results brought a lot of confidence. We have a reputation in the region, we’ve just been named Network of the Year at Golden Drum for the second time in a row and for the fourth time in total, over the past five years. Also, we deliver great results year after year in the most important international festivals. This pumps up the energy and creates a reputation that attracts more and more talent.

To date you’ve worked in Romania – looking at the rest of the region, which countries are looking forward to working with – or rather which countries in particular are doing exciting things creatively? 

I’m proud to call a lot of the creative directors in the region my friends. We constantly do meetings to share and grow work and push our creative limits. There is a great energy developing.

Also we are very collaborative when it comes to approaching regional or global briefs and this makes us very powerful as a creative community.

In the last period we saw work from Prague, Belgrade, Milan, Tel Aviv and Bucharest getting some big distinctions in festivals and I want to congratulate everybody for the effort. Also, I saw a lot of ambition and very interesting ideas from across the region and it’s just a matter of time until we see famous work coming from more and more countries.

What was the best piece of advice you got when you were starting out?

I remember someone telling me when I was an intern: “Listen, please say the stupidest things…this is where the disruptive ideas start from. And now, you are in the position when nobody can judge you for it. What can they say? That you don’t know what you are talking about? How could you? You are an intern”.

I still try to say stupid things and to pass on the advice. I think if the title on your business card changes and you think you only need to say smart things, you have a problem.

One of the projects that we really enjoyed from the past year was Rombot. There’s so much debate right now about AI and how it will impact the advertising industry and how it will change the way we work. Having got hands-on with the technology for Rombot, how did that shape your views of AI?

I think we’ll need a lot of human intelligence to make the most of the artificial one.

What I mean by that is technology is progressing in an amazing way and it’s opening up a world of possibilities. But we need to find the best ideas about how to use it. The smart insights, the creative breakthroughs won’t come from AI. So we will still need to be our focus. But different forms of AI will give us the possibility to express that in amazing different ways.

So no worries, the AI Don Draper won’t take our jobs. Yet.

Actually, looking back over the past year you’ve had a really consistent output of clever work that goes way beyond traditional advertising – Veggie Heroes, Taco Bell, Rom, Vodafone (I also had a chuckle at the KFC Transylvanian garlic sauce at Halloween). What’s the key to maintaining these high standards and encouraging the team to constantly push for new ways of doing things?

What is interesting is that these campaigns are not the results of the last year. They are the result of the last 10 years. They are the effect of a creative process and a creative culture that appreciates a lot the “new”, the unconventional.

We start thinking about the big ideas first and about the deliverables later. We don’t approach briefs thinking, “Ok, we need to do a film, or we need to do a website”. We focus on the lateral ideas first.

Tags: Catalin DobreMcCann CEEMcCann Romania
ShareTweetShare

Related Posts

No Content Available
Next Post
27th SOF: Tamer of Cannes Lions Jason Romeyko is coming to Portorož 1

27th SOF: Tamer of Cannes Lions Jason Romeyko is coming to Portorož

Press Clipping Slovenia

SOF 30

Kreativni portfolio 04 Knjiga

Konferencija o kreativnosti

Mercator Dobrodelna Galerija

Konzum

McCann I&F Grupa Report

Apriori World

Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.

Prihvatanjem kolačića se slažete s našim Uslovima korištenja i Politikom privatnosti.PRIHVATAM