PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • 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

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • 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

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    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?

    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

  • Dnevnik

    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

  • Mladi lideri

    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

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    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

    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

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
  • 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

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • 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

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    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?

    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

  • Dnevnik

    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

  • Mladi lideri

    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

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    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

    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

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home Interview

Hans Martin Megard: Purpose is the new life for design

Nordic CEO of Scandinavian Design Group Hans Martin Megard will hold a lecture “What’s Your Number? An Agency Perspective on Sustainability” at the Weekend Media Festival

22/09/2017
in Interview
5 min read
Hans Martin Megard: Purpose is the new life for design

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Scandinavian freshness is coming to the Weekend Media Festival in Rovinj, and it comes with a man who has been working on brand creation for almost two decades, and comes from a part of the world that is recognized by top design. Hans Martin Megard is the Nordic CEO of the Scandinavian Design Group (SDG), which last year became part of  the I&F McCann Grupa, and at the Weekend Media Festival he will hold a lecture on a topic that will dominate society and business for the next generation – the sustainability of development.

In his lecture, he will show that sustainability is as much a challenge as it is an opportunity, and how smart agencies can use the UN’s sustainable development goals as a means of building brands.

How long did it take for Nordic companies to accept the idea that branding is an important part of positioning in the market?

Hans Martin Megard: Companies in the Nordic region are quite professional when it comes to branding and design. Historically, I think that this is the case due to the strong tradition of design. The Scandinavian design trend that emerged in the ’40s and ’50s connected with furniture and architecture has raised awareness of the value of design in all areas of society. There are also many good schools for designers. Another important driver of branding and design in the region is the combination between the base of high prices and small domestic markets. As a result, most Nordic companies and products cannot compete in price, but depend on exports. Most Nordic brands must nurture the premium position in their categories. Design and branding are important tools for achieving premium positions. If there is one perspective that we can bring from the Nordic region to this region, it is design and branding at all stages of business. Design and branding should be put into a strategic context. Another aspect I believe that is valuable to implement is the way in which branding and design are created with a purpose, and that the design process is used so that it focuses on sustainability in companies and society.

Our wish is to transfer our branding experiences to this region which has great potential. We have already begun to form teams between the Scandinavian Design Group and I&F McCann Grupa members with excellent results. There are many talented designers and many very interesting companies working in areas such as animation and gamification.

Rovinj is one of the tourism centers of the region, and that is one of the favorite professional topics for the SDG. What is the key to creating successful branding of a tourism destination? You already did it with Oslo, and now with Norway.

Hans Martin Megard: According to our experience, the most important factor is creating a common understanding about brand positioning and marketing strategy among stakeholders. The strategy we developed for Visit Oslo took that aspect to the limits, calling all Oslo citizens to get interested in the “Oslo” brand. The power to promote a destination will always be in the people who live there, and thousands of service providers: restaurants, hotels and guides, who are part of the story. Another part of the “Oslo Boosters” strategy was to open all tourist APIs for anyone who wants to use them. All official data and content from Oslo, such as pictures and event calendars, were free. This has led to a much greater media and digital attention. We also created a great design system and designed new web sites and visitor centers. You can find all of it at visitoslo.com.

Project for the “Norway” brand is under way and has two key objectives. One is to help the development of Norway as a tourist destination. The second is to increase exports. Over the next 30 years, Norway must replace its largest export industry, oil and gas, with exports from other industries. Our job is to fill the term “Made in Norway” with relevant content, apart from salmon.

How would you rate the branding of Croatia as a travel destination?

Hans Martin Megard: The current branding of Croatia, full of life, is well executed. The destination as beautiful as Croatia is a fantastic source of attractive photos, and the promotion channels are making good use of it. The present material also focuses on diversification, with concepts for food and various activities. Croatia should invest in the development of destinations within the destination – these could be cities, islands or certain locations. However, the biggest challenge will be to expand the perception of Croatia as an affordable destination with sun and sea to a brand with wider appeal. Consider the universal attraction of a destination like Italy. You can add the epithet “Italian” to almost everything – food, people, village, sea – and make it more attractive and valuable.

How important is it for companies to implement the global sustainable development goals in their business?

Hans Martin Megard: Sustainability will be the most expressed topic in society in the coming decades, and beyond. I believe that customers, talents and the government will demand that companies and brands become clear, and apply sustainable business practices. Anyone who works in branding and marketing profession already knows the importance of “strong purpose”, the importance of striving towards common good and a contribution beyond just business goals. UN’s seventeen goals of sustainable development provide SDG a universal framework, bringing this complex topic into tangible sectors. They also help us gain a wider understanding of sustainability, by including social factors, such as education and equality, in addition to environmental and biological challenges. From the perspective of branding, this framework is very useful. It allows companies and brands to identify a clear positioning in sustainability.

Is the implementation of this goal a cost for the company?

Hans Martin Megard: There’s a widespread perception among companies that a stronger focus on sustainability will cost them, set limits on the choice of suppliers and create processes that require a lot of time. I don’t think this must be the case. With proper execution, sustainability is an opportunity to save and earn money. The key is to look for triple options – initiatives that contribute to the people, to the planet and to the profit. Wallmart uses this strategy in the United States. They use their purchasing power to encourage suppliers to use less energy and generate less waste. As a result, they save money through a value chain. Unilever’s sustainable lifestyle portfolio has provided 60% of the company’s growth in 2016.

You will hold an interesting presentation at this year’s WMF titled “What’s Your Number?” According to your opinion, which numbers from the UN’s list of goals could be quickly implemented by our companies?

Hans Martin Megard: I believe one of the most exciting numbers is the number 17. This goal is called “Partnerships for the goals” and focuses on how to raise awareness about SDG 17. Our industry has great potential to contribute to this by adjusting the SDG framework to our work with our clients. “What’s Your Number?” is more than a presentation. It’s a call to the industry in the region to participate in the campaign so that the SDG 17 could become a part of the tools for our industry. Another very relevant goal for our profession is No. 12, “Responsible Consumption.” Here we have exceptional opportunities to contribute to stimulating our clients in exploring opportunities in more sustainable products and services. As marketing professionals, we have a great advantage in working with a wide range of industries, helping clients develop brands and stories. I believe this brings us to a position to contribute to all the goals.

Tags: Interview
ShareTweetShare

Related Posts

Interview

Generation Z

09/07/2019
Andreas Schwabe: The international media market has been suffering for years from the self-serving and interest-driven business models of agencies
Interview

Andreas Schwabe: The international media market has been suffering for years from the self-serving and interest-driven business models of agencies

10/10/2017
Do Creative Directors Dream Winning Campaigns?
Interview

Do Creative Directors Dream Winning Campaigns?

06/10/2017
Jane Dvorak, Public Relations Society of America president: My message to PR people in your region is that they should be a strategic voice within their companies, organisations and governments
Interview

Jane Dvorak, Public Relations Society of America president: My message to PR people in your region is that they should be a strategic voice within their companies, organisations and governments

05/10/2017
Vladan Srdić: Only a fool or the one who doesn’t see what’s happening to him can stay silent today 24
Interview

Vladan Srdić: Only a fool or the one who doesn’t see what’s happening to him can stay silent today

03/10/2017
Folker Wrage: Brands have character and personalities, just like people
Interview

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

02/10/2017
Next Post
24 Hours: Weekend has started; Lana Cavar designs publication for MoMA New York; Sounded Bodies festival to start soon; $1.1 billion deal between Google and HTC... 5

24 Hours: Weekend has started; Lana Cavar designs publication for MoMA New York; Sounded Bodies festival to start soon; $1.1 billion deal between Google and HTC...

Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.