Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
Gal Erbežnik is president of the jury of this year’s Slovenian Advertising Festival (SOF). He entered the world of advertising more than twenty years ago as a copywriter, but quickly became one of the top creative directors in Slovenia. In his career he worked with many agencies, and the last couple of years he’s been working independently within the Institute of Words and Thoughts. He advises clients and agencies on brand management, cooperates in the preparation of campaign concepts, and writing of more demanding copies. He has won numerous awards for his work, including the only Golden Drum Grand Prix which Slovenia took in the last decade.
Gal often sits in juries of advertising festivals – among others, he was on the juries of SOF, Effie, New York Festivals and Golden Drum. This year he will gladly lend his extensive experience in assessing the quality of ads as Jury President of his year’s SOF.
Media Marketing: You are a Creative Excellence Consultant at the Institute of Words and Thoughts. I must admit this is the first time I encounter an institution for words and thoughts. Could you explain for us what it is that the Institute does, and what is its mission?
Gal Erbežnik: I founded the Institute for Words and Thoughts together with a partner who is specialized in psychotherapy. Its mission is to help expression. It is often difficult to handle and express your thoughts; to yourself, in quite personal communication or in marketing communications.
The name Institute for Words and Thoughts came from the feeling that all institutions take care of things that are, one way or another, big and solid. Institute of Forestry, Institute of Construction … And no one cares about words and thoughts that are delicate and fragile, and they really need care.
Media Marketing: And what does a Creative Excellence Consultant do in such an Institute?
Gal Erbežnik: I became a Creative Excellence Consultant even before the establishment of the Institute. With this title I want to say that I’m not someone who comes into a company to present his ideas. Everyone is creative, and companies often only need someone with experience, someone who knows how to direct their own creativity and turn it into words.
Media Marketing: As an expert in creative excellence, you are an ideal choice to lead a jury of a festival that promotes creative excellence, such as SOF. How do you see your role of a Jury President? What will be the main criteria in assessing the entries?
Gal Erbežnik: I see my role in the jury above all in connecting. Since all of us in the jury are proven creative, I expect that in the course of explaining our views we will also learn from each other.
The main criterion will be the surprise factor and relevance. Under relevance I think especially the fact that communication must be strongly linked to a brand and market situation. And I would especially highlight the zeitgeist, not only in the sense of what is popular today, but in the sense of values that should be encouraged. Humanity in the broadest sense.
Media Marketing: This year the competition part of SOF has been redefined. Will it ease the jury’s work and make it more efficient?
Gal Erbežnik: Bearing in mind that the revised competition program is tailored to trends that apply to international festivals, I don’t think that we should have any problems with it. Jury’s work is never easy. You always eventually end up with a bunch of excellent works, and there can be only one winner.
Media Marketing: I suppose you have a good overview on the creativity in Slovenian advertising. Could there be some campaign in the SOF this year that will make the Festival better than in previous year?
Gal Erbežnik: It’s difficult to have an overview of advertising production today. Due to changes in media consumption, many works that we will reward we don’t even know right now. Since the crisis is over, at least for now, I expect that a greater amount of ads, with the same percentage of high-quality, will bring a good harvest.