By: Ekrem Dupanović
Organizers of the regional festival of creativity in advertising (HURA and Weekend Media Festival) made quite a bold move this year – they composed the main jury exclusively of advertisers.
We will publish a series of interviews with members of the jury (on Thursdays), beginning with Selma Riđanović-Kenović, Director of Marketing and Corporate Communications at UniCredit Bank in Bosnia and Herzegovina.
Media Marketing: BalCannes will be the first to have a jury exclusively made up of advertisers. What do you think about that?
Selma Riđanović-Kenović: I think it’s a very pragmatic decision. In the real world they are the first allies and the first critics of creative directors. Good and successful campaigns are the result of genuine partnership between the agency and the advertiser.
Media Marketing: So, advertisers are always the first jury when they accept or reject a creative idea?
Selma Riđanović-Kenović: Of course they are. People managing marketing n companies have to reconcile the creative idea with the business goals.
Media Marketing: What will be the most important thing for you personally when assessing the quality of entries?
Selma Riđanović-Kenović: Freshness and originality of the applied projects, reinforced by business results. I’m always fascinated by simplicity, which I believe brings a more lasting effect.
Media Marketing: You regularly follow BalCannes. Last year you participated in a panel on women in advertising. What is your relationship with BalCannes and how do you see its contribution to the development of creativity in regional advertising?
Selma Riđanović-Kenović: First of all, Weekend Media Festival is special in many ways. For me and my team BalCannes is always a unique opportunity to critically analyze our work and the contribution of our agency through insights into advertising in the region, innovations, successful ideas… The consumer is very similar in all countries of the region, so a successful idea that produced good sales results, let’s say in Croatia, will undoubtedly achieve similar success in Bosnia and Herzegovina. So, we learn through examples of good practice. The Learn & Share platform for advertisers. It couldn’t be any better… Actually it can, as BalCannes proves year after year!
Media Marketing: The jury is made up of marketing managers from companies that are leaders in creative advertising in their respective markets. Socializing with colleagues and ‘jury duty’ will certainly be a new experience for you. Are you looking forward to it?
Selma Riđanović-Kenović: Of course! I’m really looking forward to the professional and creative exchange of opinions with the other members of the jury. It’s a great honor to be among those selected, and I’m eagerly looking forward to another special weekend of knowledge and innovation in Rovinj… and to mingling :)
