Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
In a series of interviews in which we present the members of the jury of this year’s review of creativity in advertising, BalCannes, which will be composed exclusively of representatives of advertisers, this week we spoke with Darko Ivančević, Marketing Director at Zagreb Brewery.
Read on to see what the representative of the company that was declared Advertiser of the Year at this year’s Days of Communication has to say about festivals, awards and creative work.
Media Marketing: At this year’s Days of Communication, Zagreb Brewery was declared Advertiser of the Year, and your agency (BBDO) was Agency of the Year. What did this recognition mean to you and how do you, as an advertiser, look at festival awards?
Darko Ivančević: I always say that we don’t work for awards but for our consumers and customers; we are their first choice – which is what we want to be. But I’d certainly be lying if I said that we were not pleased to receive the award at this year’s Days. It’s kind of the icing on the cake of the long-term business success of the entire company and the work of all its employees. It’s the confirmation of a great relationship with our agency. The pride that I felt both personally and professionally is shared by all our employees, so the awards have a really positive role and represent a major motivation for the marketing team and the entire company.
Media Marketing: BalCannes will be the first in the region to have a jury composed exclusively of advertisers. What are your thoughts about that? Advertisers are always, in fact, the first jury, when they accept or reject a creative idea.
Darko Ivančević: Exactly. Advertisers are the first judges of a creative idea, but they are also the first partner in its development, and the first bridge to consumers and clients, and in the end, they are the investor in an idea that aims to achieve their business objectives. I am sure that this ‘multifunctional’ role we have as advertisers will be well reflected in the judging.
Media Marketing: What will be the most important thing for you personally in assessing the quality of entries?
Darko Ivančević: The originality of the campaign, both in its creative aspect and in its approach to addressing the business objective. And the “exploitability” of the campaign towards consumers and clients through all the marketing and sales channels.
Media Marketing: How do you see the contribution of BalCannes to the development of creativity in regional advertising?
Darko Ivančević: Imagine what would happen if there was no BalCannes, no Weekend Media Festival, no regional platform, which for years now has allowed our profession to see, get to know, learn, contemplate, share. If you imagine that, then its contribution is immediately clear.
Media Marketing: The jury is composed of marketing managers of companies who are leaders in creative advertising in their respective markets. Socializing with your colleagues, and your jury duty, will certainly be a new experience. Are you looking forward to it?
Darko Ivančević: I can’t wait! First of all I would like to thank all those who have given me this honor. Judging in such brilliant company will be a quality, useful and fun experience – just like the atmosphere in Rovinj that weekend.