Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Bruno Jelić
There’s less than a month left until this year’s Days of Communication, the fourth in a line, which will be held from 14 to 17 April in Hotel Lone, Rovinj, Croatia. The atmosphere is heated as before every major event of the communications industry. News about lecturers are coming, surprises are being announced, and the tension grows with the anticipation of the ceremony that will bestow annual industry awards – Effie, IdeaX and Mixx.
We talked about the upcoming Days of Communication with Mario Fraculj, director of McCann Zagreb, member of the board of HURA and the Organizing Committee of the Days of Communication.
Media Marketing: What are the comparative advantages of the Days of Communication? What can the visitors expect to hear and learn at this year’s festival?
Mario Fraculj: Days of communication have grew into the most important professional meeting in the field of marketing communications in Croatia and beyond. Year after year the festival is visited by a growing number of marketing professionals from the region, for which we are very happy. The biggest reason for this is the rich program consisting of lectures by top communications experts, interesting panel discussions and workshops and the prestigious annual industry awards – Effie, IdeaX and Mixx.
In addition, there are diverse supporting facilities – exhibitions, concerts and evening gatherings. All in all, there are plenty of opportunities to acquire new knowledge and exchange experiences with colleagues in the advertising industry.
Media Marketing: What are your most interesting experiences from the Days of Communication?
Mario Fraculj: In the last few years Days of Communication were visited by numerous world-class lecturers. Last year, for example, I was especially impressed with the lecture by David Shing, an expert on digital marketing from New York, who gave an inspiring speech about market trends and humanized approach in increasingly developed digital environment.
In general, I believe that the inclusion of IdeaX and Effies in this unique event proved to be a bullseye because creativity and efficiency go hand in hand and in the best way show what marketing can provide to the economy and society as a whole. A recent survey by the Institute of Economics in Zagreb showed that cultural and creative industries, which include the advertising industry and marketing communications, generate 2.3% of gross national income and have significant export potential.
Media Marketing: Why is it that everyone related to marketing should again this year be present at the Days of Communication?
Mario Fraculj: This year’s, the fourth in a row, edition of the Festival will have a rich and varied program that includes lectures by relevant speakers from international festivals such as Cannes Lions and Eurobest, and the leaders of the global marketing industry, who will reveal the current world trends and present some of the most successful communication projects. Among them, I would especially mention Yousef Tuqan Tuqan, a respected technology entrepreneur from the Middle East, Ramses Dingenouts, one of the leading designers of Heineken, Francesco Urso, Brand Manager at P&G and Rogier Vijverberg, executive creative director and co-founder of the agency SuperHeroes that seeks to “save the world from annoying commercials.”
A novelty at this year’s Days of Communication is the so called export stage, at which the entrepreneur Nenad Bakić will talk with representatives of the Croatian creative industry about its export potential and competition for young professionals, the Young Lions, which is part of a global competition of the Cannes Lions festival of creativity.
As a member of the organizing committee of Effie Croatia I am especially pleased with the presentation of the most effective marketing achievements in the past year, and the Effie award ceremony in which 36 marketing projects compete this year in various categories. The works for the seventh edition of Croatian Effie competition were reported by as many as 35 agencies and 25 advertisers, and competition is most fierce in the categories of drinks and telecommunication services.
I invite all who have not yet booked their place in Rovinj to join us and enjoy this year’s program and socializing.