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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
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    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

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    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!

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    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

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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

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    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

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

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Home Interview

Marko Likić: Advertising is not Wild West

Regulation enables better advertising and restores consumer trust

11/04/2019
in Interview, Intervju
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Marko Likić is Senior Account Executive at the Imago Ogilvy agency. In addition, he is a court expert for advertising and a standing member of the Court of Honor of HURA.

He is a good interlocutor when it comes to advertising regulation and its application. He is an advocate for solving disputes through discourse, because court processes unnecessarily burn resources, and they cost a pretty penny as well.

Media Marketing: You were recently named a court expert for marketing. How did you decide to get educated for a court expert, and what does this bring to the Imago Ogilvy?

Marko Likić: As part of the HURA Expert project, a certification program for self-regulation experts in market communications was launched in 2017. The main goal of the program was to get marketers familiar with the basic concepts, legal provisions and ethical and self-regulatory standards of the profession. I joined the program as a representative of Imago Ogilvy.

After completing the program, I entered a separate one-year education program. In that period, with the mentorship of Kamilo Antolović, I gained extended knowledge from the field covered by a permanent marketing expert. I have been appointed for the expert in January this year and since that time Imago Ogilvy has an additional asset, as it has an officially certified person for this field of work.

Media Marketing: What is actually the job of a court expert for marketing? What kind of cases do they work on?

Marko Likić: The need for a court expert occurs in cases where the court has insufficient knowledge of the specific matter. But the court is the final step when the parties cannot reach an agreeable solution to a dispute. Fortunately, there are not many such cases. In such a situation, everyone actually loses, because the long-term processes consume significant resources. It is my opinion that it is more productive to try to resolve potential disputes by agreement.

A court expert may, for example, give expert opinion in the extrajudicial procedure and make recommendations on further actions to agencies, advertisers, generally opposing parties. In this way, the situation is much simpler, smarter, faster and cheaper. Of course, my role in the agency is to prevent such potential situations.

Media Marketing: Marketing industry is more and more subject to self-regulation, why?

Marko Likić: The state creates laws that regulate social activity, including the field of advertising and market communications which, according to leading experts’ estimates, may be too numerous. On the other hand, these same laws may sometimes be rigid, deficient or imprecise, so professional associations bring self-regulatory standards that harmonize the actors’ action in marketing with the legal framework. A good example of this is the HURA’s Advertising and Market Communication Code.

Codes of conduct are developed in accordance with the law, intermingled with it, supplementing it and filling in gaps that are not clearly defined by law. Practice has shown that the best results are achieved precisely in that area of correlation, ie the interdependence of professional-ethical norms and codes with the legal framework.

Media Marketing: Is there some other place where such knowledge could be applied?

Marko Likić: I am a permanent member of the Court of Honor of HURA, a professional body within which all (un)substantiated objections to violations of the Code of Advertising and Market Communication of HURA are discussed. Given the sporadic attempts to create campaigns that are on the verge of acceptable, there is an increased pressure of the public and regulators on the industry.

The Court of Honor is actually a kind of a buffer to alleviate the unfounded pressure from the public and institutions on the creative freedom of the message creators, but also a dam that prevents advertising industry from breaking the standards of responsible and ethical communication with the market.

Media Marketing: Which kind of communication is most subject to the public scrutiny?

Marko Likić: I would say these are messages directed at children and youth. The public is, rightfully, especially sensitive to this social group, which is why you should be especially careful in planning communication for this target group.

Media Marketing: Any final message for agencies and advertisers?
Marko Likić: I want us all to produce smart, positive, innovative and responsible advertising, for the purpose of preserving and raising consumer trust in the marketing industry.

Tags: Imago Ogilvy
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