The beginning of the jubilee 10th Weekend Media Festival in Rovinj is near, and it also comes with the fifth edition of the SoMo Borac competition. Today we bring you an interview with Dragana Marković, Deputy Director of Drive agency and the jury member for the SoMo Borac awards, whom we asked about the criteria for evaluating the works and her personal opinion on what kind of works should be rewarded.
Many good works don’t pass the jury because of poor presentation. What should a presentation look like for the jury to get all elements for assessment?
Dragana Mirković: SoMo Borac recognizes the best regional digital works. If an agency successfully responds to the brief with their campaign, and it does so in a creative manner and thus contributes to the client’s business, no other reward is necessary for that agency. And this is exactly what should be shown through the case that is sent – what was the goal, clearly explained concept, the results achieved, and what is it that sets this campaign apart from the competition.
This year’s SoMo Borac will have nine categories. In which of them can we expect the fiercest competition?
Dragana Mirković: We are witnesses that in the past period clients have recognized the importance of content designed specifically for digital channels, and I personally expect the largest number of applications in the categories Somo Content and Digital mix.
Is it more important to have a creative campaign, or a campaign that gives results?
Dragana Mirković: When a great creative idea fits the client’s brief, users will recognize the value of the campaign and results will come on their own.
Agency employees usually say that awards are important, but not crucial. What is your opinion on this?
Dragana Mirković: Festivals and competitions within the advertising industry are there to recognize and highlight creativity, innovation and efficiency among other things. Awards certainly provide a sense of gratification to teams and individuals, give recognition to both agencies and clients, but they should not be an end in themselves. Many great campaigns, whose creative solutions attracted public attention and brought significant results to the client’s business, are not celebrated with festival prizes. I believe that that does not diminish their value.
Will you turn off your smartphone during the Weekend Media Festival?
Dragana Mirković: I will try to enjoy myself in Rovinj as much as duties allow, however, our phones are never turned off.
