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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
    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?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    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

  • Kolumna

    Sponsors? What that?

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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    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

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    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

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    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

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Home Interview

Folker Wrage: Brands have character and personalities, just like people

Marketing people have always wanted to make brands a friend of consumers

02/10/2017
in Interview
3 min read
Folker Wrage: Brands have character and personalities, just like people

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Folker Wrage, the owner of Wrage/Antwort and former CCO of Havas Zurich (Switzerland), will be speaking at KAKTUS 2017, the festival of integrated communications which will be held at the Crown Plaza Hotel Belgrade. He will be speaking about brands, influencer marketing and whether the influencers are changing people’s opinions.

From psychology to the creative director in a marketing agency! How did your study of psychology help you to determine what the client wants?

Folker Wrage: Psychology always helps. You learn to understand about perception, the way people process information and their behaviours. It is a valuable tool when you work within marketing industry. It also helps me to focus on what people need and want. You can only be successful in marketing if you understand the psychology of consumers.

Why is it better to be a decent human being – and how do you deal with the “asshole” factor. What is your take on that?

Folker Wrage: There is a very simple answer to that question: These people always produce bad results. Companies are becoming wise to this fact. Being a good person is the key to a long and successful career and healthier and happier professional life. There never will be a world free of bad people. But things are looking up, not only in politics but in the corporate world as well.

Why do brands have to behave as good people?  Is a brand a person?

Folker Wrage: That is not such a novel idea. Marketing people have always wanted to make brands the consumers’ friend. They are still not successful and continue treating brands as objects rather than people. Consumers want to believe in a brand, they wish to have similar ideas and outlooks. Looking at the most successful brands on the planet this will apply to all of them. They have their own character and personality just like people.

What is the secret of a successful influencer? What makes them special?

Folker Wrage: A successful influencer is someone who is passionate and well informed about a particular topic and field, he or she is able to show that passion in an interesting and relevant way. Influencers are able to create content that other people consider informative and entertaining and enriches their lives.

To what degree is an influencer able to alter the general public opinion?

Folker Wrage: Presently influencers are focused on lifestyle, products and entertainment. Some influencers are working on changing people’s opinion on important matters. Although not large in number they are attempting to influence elections, politics and economies. Having said that there are positive examples – remember Arab spring?  These people are not considered to be influencers but they are.

What is the future of influencer marketing? How do you see future cooperation between influencers and brands?

Folker Wrage: Influencer marketing is going to play a major role in advertising in the near future. It will add credibility to campaigns, help smaller brands and companies to be more successful through their advertising; it will create a partnership between brands and content creators, and eventually the influencers will enable brands to be closer to the public.

What can KAKTUS 2017 participants expect from your presentation and workshop?

Laughter, useful information and practical examples. During the workshop we will delve deep into influencer marketing and try to discover how brands and companies can benefit from this type of marketing.

Further information can be found at www.kaktus.rs.

Tags: InterviewKAKTUS 2017
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