Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Bruno Jelić
Kristijan Gregorić is the executive director of marketing and development at Franck and last year’s winner of the Effie Grand Prix and Gold Effie awards for the campaign CROmpir, of the Čipi Čips brand, which in an appealing and humorous way communicated the uniqueness of Franck’s chips, which are 100% Croatian potato. Last year Franck also won another, silver Effie, for Franck Café Cappuccino the campaign titled Unleash Your Creativity.
At this year’s Days of Communication, Kristijan Gregorić will chair the jury for the Effie awards.
Media Marketing: What are the comparative advantages of the Days of Communication? What can visitors expect to hear and learn at this year’s festival?
Kristijan Gregorić: In this year’s festival – the fourth one, which we jokingly call a jubilee – Days of Communication will bring to Rovinj lecturers who you really can’t hear anywhere else in Croatia, or in the region for that matter. Coming to Rovinj are Yousef Tuqan Tuqan, one of the most respected digital marketing professionals of the MENA region, Tom Theys, vice president of FCB, one of the world’s largest advertising agencies, and Dušan Drakalski, a superb creative from this region and winner of two awards at Cannes Lions. Of course, the venue of the Days of Communication, the Hotel Lone, is a unique attraction worth visiting in itself, as well as the city of Rovinj.
Media Marketing: Given the number of applications for the Effie award, what do you expect from the competition this year as the jury president?
Kristijan Gregorić: Firstly I must admit that we are pleased with this year’s number of registered agencies, advertisers and ultimately the total number of projects. A total of 35 agencies and 25 advertisers, with 36 projects in seven categories are in the running for Effie this year. The greatest number of entries is in the categories of telecommunication services and drinks, nine in each, followed by the finance, insurance and food categories with five entries in each. I fully expect that this year Effie will again provide a good competition and the opportunity for entrants to demonstrate how their market communication strategies have achieved excellent results.
Media Marketing: How big of a challenge is the selection of the best works for you?
Kristijan Gregorić: The challenge of evaluating projects is first and foremost solved through the selection of a good jury. In addition, the jury begins its work with information sessions, where representatives of research companies provide us with info on the market situation, and Effie consultants show prominent examples from other Effie competitions and give advice. The Effies have been awarded in Croatia since 2009 and represent an excellent ground for demonstrating the best work in the industry. Apart from the challenges of evaluating the works, it’s certainly a pleasure to be able to see all these works and select those that have achieved truly great results.
Media Marketing: What are the most interesting experiences you’ve had at the Days of Communication?
Kristijan Gregorić: In addition to seeing an excellent cross-section of the most creative and the most effective marketing campaigns, and representing a rich educational program, Days of Communication is always a great place for socializing and entertainment. I’m especially pleased that we introduce something new every year, so last year we had the interesting “huraonice” interactive panel discussions where we discussed and shared knowledge and experience in a completely informal setting.
Media Marketing: Why should everyone related to marketing come again this year to Days of Communication?
Kristijan Gregorić: Days of Communication are of great importance to our profession, and this year’s festival program guarantees that it will not only confirm this, but will further enhance that status. The intention of Days of Communication is to educate and to reward creativity and efficiency, but also to inspire, connect marketing professionals and raise awareness of the importance of marketing communications. All these ambitious goals can be achieved in Rovinj, from 14 to 17 April.