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    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

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    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

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  • News
    effie-slovenia-naslovnica

    Knowledge and inspiration on the 1st Effie Day

    cannes-delfin-naslovnica

    Curtain up for the Cannes Corporate Media & TV Awards 2021

    craft-jury-naslovnica

    Golden Drum represents Craft Jury, which will be chaired by Damisa Ongsiriwattana from Bangkok

    cockta-naslovnica

    DROM agency for COCKTA

    warc-naslovnica

    WARC Awards for Effectiveness 2021: Call for entries and juries named

    media-com-naslovnica

    Global Media Agency of the Year MediaCom Helped Clients See the Bigger Picture During Crisis

  • 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

    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

    Three questions for Philippe Paget, AdForum: PHNX is encouraging the industry to “rise and shine”

    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

  • 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

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Home Interview

Content Academy, PM Poslovni mediji – Doug Kessler: Real risk is NOT breaking conventions

Creative Director of Velocity Partners and lecturer at POMP Forum believes that keys to best content strategies are integrity and courage

30/05/2019
in Featured, Interview
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

Two years ago, Doug Kessler, Creative Director, Velocity Partners, gave a captivating lecture at the POMP Forum in Slovenia, in which he called for brave approach to content marketing and more authentic and honest brand stories.

A copywriter at heart, but with an inclination for analytics, Doug makes a clear distinction between marketing and content marketing, or rather the tactics these two use to address their audiences. With content marketing, according to Doug, brands build more meaningful connections with end users and provide added value rather than just sales messages.

The key to doing all this, is overcoming barriers and challenging conventions. Find out why.

MM: At the POMP Forum 2017, you held a very interesting lecture on the power of invisible conventions, and in it you encouraged “bending” these hidden conventions to make an impact. But this demands courage. Is there enough courage in the advertising industry today to bend the conventions?

Doug Kessler: Breaking conventions may feel courageous—and I suppose it is—but NOT breaking conventions is far more risky. To create totally conventional marketing that surprises nobody is a guaranteed route to mediocrity.  Trying new things may risk failure but never bending the unwritten rules is a sure thing: boring.

MM: How can content marketing answer the growing distrust of people in marketing?

Doug Kessler: Earning trust means being more honest and transparent than marketers are used to being.

It means not hiding our agenda (to sell stuff) but being proud of it – if you believe in your products then selling them to the right people is an honourable activity. (If you don’t believe in your products… go do something else!).

I’m convinced marketing can and must be practiced with integrity. But we need to re-think how marketing has always been approached (essentially tricking people into doing what we want).

MM: Are there conventions in content marketing itself that brands should seek to break, or bend? And what in general should brands prioritize when making their content marketing campaigns? 

Doug Kessler: There are lots of content marketing conventions worth challenging.  The topics you choose to write (take a stand!). The formats and channels you use (make a documentary!). The attitude you take (get angry at something!).  Just think about what everyone does… and explore the opposite.

As for prioritizing, that will be brand-specific.  But growing an audience by slavishly serving that audience can’t be a bad place to start.

MM: One of the things that AI and machine learning are (still) bound by are rules and conventions, and yet they seem to be gaining more and more importance in market communications. Do they have a role to play in content marketing?  

Doug Kessler: Sure. AI and Machine Learning will play an increasing role in content marketing.  But real AI isn’t just applying pre-set rules, it’s learning from experience and optimizing over time.  So I do think they’ll be increasingly important as content marketers try to act on data-derived insight… at scale.

MM: How do you see the future of content marketing? What will be its main drivers in the near future and what media will be most instrumental in its growth? 

Doug Kessler: I think the future will be the documentary mindset instead of the ‘scripted movie’ mindset. Content marketers will get out and listen more. Will stop assuming we know everything. Will facilitate conversations in our markets instead of trying to dominate them.  Will celebrate the people who are leading the way in each market.

Experimentation and exploration are the future!

Tags: Content AcademyContent MarketingPM poslovni medijiPOMP ForumVelocity Partners
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