Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Jelena Mihelčić
Zagreb based agency Brigada since recently has a new operations director. It’s Ivana Lišnjić, whom we present to you today.
You’ve been working in account departments of advertising agencies for ten years, and most of that time with Bruketa&Žinić OM. How much is work different in an agency that deals with spatial communication in relation to advertising agencies?
Ivana Lišnjić: There are of course many similarities between my current responsibilities in Brigada and the account work in advertising agencies. First of all this relates to communication with clients and project coordination. What represents a challenge to me at Brigada is managing the entire operations of the agency, and especially the functioning of space, product design, or the psychology of selling which are completely new for me.
Could you explain how a brand functions in space?
Ivana Lišnjić: Depending on the purpose of the space and the needs of the client, first we make an analysis and a concept, according to which we then develop a conceptual design. If we talk about retail spaces, the focus is naturally on the presentation and sale of products. At Brigada, we know how stores can sell more. It’s important to make an analysis of consumer behavior in space and through a synergy of architecture, design, psychology and marketing come up with the best result concerning sale and clear brand communication. On the other hand, when it comes to commercial premises such as offices, we focus on the people, the atmosphere and what we want to evoke in people while they stay in this area.
How is a nicely designed space different from a space in which architecture, design, psychology and marketing are in synergy?
Ivana Lišnjić: Beautifully designed space isn’t necessarily functional, or showing the character of those who spend the most time in it. This is why it’s important to go through all the steps of project development in order to come up with a solution that meets all the criteria of a well-organized space. So, only by connecting all of these findings in a comprehensive idea of space, it can be successful in the long run in its purpose.
How does that work in practice? How do you structure your projects?
Ivana Lišnjić: After agreeing on a project with a client, a team is set up depending on the needs and requirements of each individual project. The basis of each team consists of a creative director, a project manager, an architect who is also the head of the architectural part and a product designer. My task is the operational management and coordination of all projects and financial performance of the company.
How much does your experience from advertising agencies come in handy in this?
Ivana Lišnjić: It absolutely helps me. Working in agency teaches you to overcome all obstacles in the shortest possible time. It teaches you how to coordinate people, projects, and communicate with clients. Processes are indeed longer than those in advertising, but even in our case the deadlines are becoming shorter and shorter.
What projects are you currently working on?
Ivana Lišnjić: One of the major projects are certainly new branch offices of Croatia insurance that we will soon unveil to the public. We are also working on bio&bio and Avenue Mall stores. As for commercial premises, we are currently working for Booking.com, Nanobit, Valamar and MPG. We are also currently working on a sales-showroom space for the company Fagus, a design project of solar benches and other projects, more on which will be known in due time. At the same time we are working on the development of Brigada’s products that will also be introduced to the public soon.