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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

    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

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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

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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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

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Home Interview

Jana Savić Rastovac: Festivals are the mirrors and crash courses of growth!

At the festivals we can see where we stand and who we are – absolutely clearly, just as it is, outside the agency walls and our own impressions of how good and successful we are

13/08/2018
in Interview
4 min read
Jana Savić Rastovac: Festivals are the mirrors and crash courses of growth!

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

The fourth KAKTUS Festival of Integrated Communications will take place on November 12 and 13 in Belgrade, organized by the Marketing Mreža. Organizations, companies, institutions and festival agencies can report their best individual and integrated campaigns in 25 categories. Deciding the winners of this year’s KAKTUS is an expert jury of recognized and distinguished professionals from creative, PR and digital agencies from Serbia and the region. As in previous years, KAKTUS 2018 will only celebrate those ideas that go beyond the boundaries of the obvious and despite the difficult conditions inspire and produce the most effective communication with the target groups. Entries are open until September 20th.

On the occasion of the competition for the KAKTUS 2018 awards, the organizers of the festival talked with Serbia’s jury president Jana Savić Rastovac, the creative director of McCann Belgrade agency.

#kaktus 2018: How do you evaluate the marketing communications market in Serbia and how much is it truly integrated?

Jana Savić Rastovac: An integrated campaign implies meaningful use of several channels of communication for the purpose of transmitting the product / service message and opening up dialogue with the people we want to reach by this message. There are many ways to take integrated brand approaches out of the standard pattern of TV spots, billboards and social networking. I think that Serbia has quality and strong brands that need to engage in more courageous and different communication, which will include more active brand integration with purpose, sustainable development, collaboration, e-commerce, branded entertainment. Integrated is everything that is connected within a meaningful whole, not what is repetitive across channels.

#kaktus 2018: How much our agencies, and clients, are truly ready for brave and innovative campaigns? Are we afraid, and of what?

Jana Savić Rastovac: Trust is the key word here. One study by the magazine Contagious showed that the most innovative and bravest brand campaigns take place after a long-standing relationship with the agency. Perhaps a bit discouraging, but certainly important information, is that for an unusual experiment in communication, it sometimes takes a whole decade of partnership with the agency. Large brands in our market are ready for great steps, some of them have proven this past year, with innovative approaches to media space, radical pivots in the production expression, and campaigns that link to goals of great importance to the wider community. I think this is a very good sign.

Fear should not exist, fear is always paralyzing and leads to conformism. Agencies should not be afraid to present their thoughts. If it is well thought out, there is a valid reason for its existence, it is brave and different – an idea should never be self-censored in the agency. Our clients are our partners and we have a duty to be active and proactive in this partnership. Working on a good and unusual campaign is a highly demanding and difficult process, which involves the willingness of both sides to take certain risks. I am optimistic and I welcome the readiness of leading brands in Serbia to take more and more of these risks. The results are visible and good.

#kaktus 2018: Slogan of this year’s festival is “Idea is nothing without execution”. Is it really like that, and can ideas ‘survive’ without quality execution?

Jana Savić Rastovac: Execution is very important. Devil is in the details. Still, execution is nothing without the idea. For me, an idea is queen of everything, and even more important than execution today is perhaps the PR for the campaign itself.

#kaktus 2018: Why is it important for a market to have a national creative festivals, and why should the trade stand behind it?

Jana Savić Rastovac:

Festivals are mirrors, meeting places, and crash courses in growth. Nothing gives an overview of the annual production as a festival. At the festivals we can see where we stand and who we are – absolutely clearly, just as it is, outside the agency walls and our own impressions of how good and successful we are. McCann supports all festivals in Serbia and the region. We believe this is important and necessary, and participation in the festivals contributes to the development of the domestic industry and therefore we are actively present at the KAKTUS Festival since its inception.

#kaktus 2018: What details will you focus on when assessing works, and what kind of works do you expect this year in the competition?

Jana Savić Rastovac:

For me, the idea is most important. I’ll take into consideration the context of the brand, the market, the brief – everything should be taken into account. I think that as a jury we should reward the best and the most innovative. Our choices will speak not only about us, but about the level we want to see, the level to which we strive, the criteria that should lead the entire communication market in Serbia. I invite agencies to sign up for the festival and present their ideas in a focused, smart and courageous manner.

(Entries for the KAKTUS 2018 awards is open until September 20. Conditions of the competition, propositions and categories, as well as the application form and the Rulebook on the work of the jury, can be viewed on the website www.kaktus.rs.)

Tags: Jana Savić RastovacKaktusMcCann Belgrade
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