Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
“Agencies from 26 countries have entered their works in the Golden Drum this year. Agencies of the Adriatic region have reported 46 percent more works than last year. A large jump in this year’s Golden Drum was recorded in the Off Drum Poster Award competition – an interest among young people under 30 is not only there, but is obviously gaining in strength,” Mojca Briščik told me, general manager of the SOZ and the Golden Drum, and in the end of our conversation even added that they are recording a great increase in the number of applied works of independent agencies.
Media Marketing: Can we start our conversation with the Adriatic region? What was the final tally of the entries from this part of Europe? Are you satisfied with the response?
Mojca Briščik: The region has once again gained in importance. The decision to introduce the Golden Drum Adriatic was – also on your initiative Ekrem – an excellent one, and was a great answer to the desires of advertising agencies from the region. This is reflected first and foremost in the great increase in the number of works, a total of 140, which is 46% more than last year.
The largest increase in entries was from Croatia and Serbia. We are pleased by the fact that after a long break Bosnia and Herzegovina is returning to the festival with its works, and that Kosovo is joining us for the first time, albeit only with one entry.
Golden Drum thus certainly successfully encourages creativity in the region, opening its door to it wide open. I would take this opportunity to thank all the agencies that have accepted our invitation, showing us their trust so that we can continue our common story, whose writing was perhaps slowed down for some time, but has now received new wind in its sails.
Media Marketing: You’ve mentioned that you are recording a high response among young people, under 30 (the Off Drum). To what do you credit such a jump in the number of entries?
Mojca Briščik: That’s true, the jump in the number of entries in the Off Drum category is great – almost doubled. This time the competition is called Ljubljana Poster Award and the Golden Drum is organizing it in cooperation with the City of Ljubljana. Perhaps the reason for such a great response hides in the desire of young people for recognition of their work and the excellent five-member jury led by Jason Romeyko, a great creative, well-known for his campaign for Sea Hero Quest, and his last year’s project for Vangardlist Magazine and their HIV+ Issue that was awarded with whopping nine lions and a gold watch by Golden Drum, awarded to the best creative director of the year.
I generally believe that the mission of Golden Drum, among other things, is to educate young creatives and give them opportunities to stand out and, with the help of experts, see if they are on the right track. I am convinced that among registered authors are creatives of whom we will talk in the future, and that some of them will perhaps one day climb the main stage.
Media Marketing: How are the results in the regular part of competition?
Mojca Briščik: A total of 1,215 works will compete this year for the Golden Drum awards. The Off Drum this year surpassed expectations, as the under-30 applicants have sent 168 works, while 1,047 works were reported in both sections by agencies from 26 countries. 27 different agency networks have sent their entries. The total number of applicants, including agencies and advertisers, is 247.
As regards individual competition sections, The Best Practice, compared to last year, recorded a higher number of entries (420), and within it the highest number of entries is in the categories of Public Relations and Activation Programme. In the Best Work section we have a slightly smaller number of entries, but nevertheless the Design category recorded a 16 percent growth in the number of entries. For the new award, Best capture of local spirit, there will be 42 works in the competition.
Media Marketing: You mentioned a drop in the number of entries in the Best Work category…
Mojca Briščik: That’s right. If we look at the number of entries, last year in the regular competition we had a total of 1,266 works. This year there was 51 less. And, if we go deeper into the details of entries, in the section Best Practice we have 24 entries more, and in the section Best Work 185 entries less.
We expected an increase of entries in the first section, but we were frankly surprised by the unexpected circumstances affecting Turkey, because it is still considered as one of the countries with the largest number of works on the Golden Drum. Unfortunately, the current socio-political situation in Turkey was reflected on the advertising industry. We believe, of course, that the general situation in the country will again move towards prosperity as soon as possible, although we know that this is a lengthy process.
Media Marketing: This year’s festival brings excellent speakers, including Dušan Drakalski whose name will be written in big letters in the Golden Drum Hall of Fame…
Mojca Briščik: At this year’s Golden Drum Dušan will not only be a recipient of an honorary title, but also a speaker, on Friday, 21 October, 2016. When I spoke with Dušan and when I told him that his name will be entered in the Hall of Fame, he paused for a moment and then jokingly told me he is not retired yet, nor does he intend to for some time still.
The fact is that Dušan is one of those individuals who really stand out in the region for many years, and these were the details to which I was warned about first and foremost by Jure Apih and Meta Dobnikar, who actively monitor events in the region and the professional development of individuals for years now. For this I am truly grateful to them. Otherwise, this choice was validated by the other members of the Hall of Fame who also warmly welcome his appointment.
If I look at things from a critical distance, Dušan’s appointment coincides with the fact that the festival is transforming, and at the same time returning to its roots, and through the Adriatic awards sends a message that the region, with the knowledge that it has been nurturing carefully, is a significant player in Europe and the world.
Media Marketing: Finally, we cannot but mention one speaker, Cindy Gallop. What can we expect from her?
Mojca Briščik: I can say only that you can expect the unexpected. She was given the carte blanche with a detailed text so that nothing could be lost in translation (laughs). Cindy is known for her directness and for telling the things as they are. With her stance and self-censorship, which, truth be told she has none, she will certainly not be unnoticed, and I’m sure she will delight everyone and will put her mark on this year’s Golden Drum.
What she has prepared for the drummers we’ll hear and see on Wednesday, 19 October. In addition to already presented 40 speakers, Cindy is all the more reason to join us in Ljubljana from 18 to 21 October, where I warmly invite you on behalf of the Golden Drum Team…