Lazar Sakan, head of the most awarded advertising agency in the Balkans, New Moment, is coming to Sarajevo on June 5 as one of the speakers at the Branding Conference. New Moment has won an impressive ten prestigious Cannes Lions to date. Growing up alongside his father, Dragan Sakan – a pioneer of advertising in the region – Lazar rightfully calls himself the “youngest veteran” of the industry. His approach to branding is often described as art, which is why his appearance at the Branding Conference is being highly anticipated.
You haven’t been to Sarajevo in a while. Are you looking forward to the Branding Conference?
Lazar Sakan: The Branding Conference is perfectly timed for my stay in Sarajevo because it brings together all the people I’d want and plan to see in one place – without having to arrange individual meetings. The conference gathers the top experts from the country and the region, and it’s a pleasure to be part of that and to see everyone while enjoying the relevant and engaging content the conference offers.
What will you be speaking about?
Lazar Sakan: I’ll be talking mostly about Balkan creativity and its strength to deliver global campaigns – Balkan creativity for the whole world. In addition, I’ll speak openly and firsthand about the challenges agencies face with clients when trying to bring creative ideas to life, with concrete examples, situations, and anecdotes. Since there will be international experts speaking at the conference, I’d like my talk to represent what’s going on in our own backyard, using a language that the audience can relate to and understand.
What will conference participants be able to take away from your presentation?
Lazar Sakan: I hope my talk will inspire all creative people to believe in and value themselves and their work more.
What is your view on branding today?
Lazar Sakan: I think brands, like the people behind them – and people in general – are losing touch with their essence. Most of them need a factory reset. Everyone should know the answer to the question of who they are, what they stand for, and act accordingly. Authenticity and truth are the only things that make sense. Everything else is a failure.
Can you give us a few examples of good branding?
Lazar Sakan: Next weekend I’m going to a Partibrejkers concert. They’re a great example of strong branding – people who stand firmly behind their beliefs. All they do is play rock and roll and sing about freedom, with no intention of doing anything else – and they’ve been doing it for over 40 years. What more is there to say?
That same day, I plan to roast a lamb on a spit in my backyard and throw a great pre-concert gathering with friends. The spit in my yard is also a good brand – the sample size isn’t huge, but everyone who comes has an amazing time and knows exactly what to expect.
