To besedilo lahko preberete tudi v slovenskem jeziku
Last year, the Sempler Awards Jury, which are awarded to the best media strategies of the year, was presided by Marko Vičič, the co-founder and managing director of Futura DDB. Now, almost one year since reviewing the Sempler entries, Mr. Vičič answers what are the things that entrants should pay attention to in their presentations and what they should avoid.
Last year you were the president of the Sempler Awards Jury. What advice would you give to this year’s entrants and what are the most important elements in the entry? What does the jury pay attention to and judge – how important is to them, for instance, the presentation clip with the case study and how important are the actual results? And on the other hand – what is least important to the jury?
Marko Vičič: In this case, my basic advice is the K.I.S.S formula. The presentation is very important, of course. The essential elements of a presentation are definitely a clear definition of the problem, an effective presentation of the solution and of course measurable and credible results. I can say without a doubt that any unnecessary “witty remarks” or embellishment is something the jury does not appreciate.
Consumers are increasingly demanding nowadays, which needs to be considered when planning a media strategy. What is it, in your opinion, that resonates with the consumers or makes up the magic formula?
Marko Vičič: The winning formula is always good content, given in an inspirational way through the relevant channels. All this can only be achieved with a deep understanding of the consumer and excellent knowledge of the product.
Last year you said that you are noticing a positive trend regarding the reputation of the Sempler awards in the region. How would you comment this now, one year later?
Marko Vičič: I stick by what I said last year. The markets in the region are not the same or completely unified, of course, but they are well connected and intertwined with common cultures that get along. SEMPL is an event with excellent content and the Sempler awards are increasingly respected, as they represent a unique, holistic view on creativity and efficiency at the same time. I am sure that the Sempler awards deserve the title of the most relevant awards for marketing communication in the region.
