By: Ekrem Dupanović
It’s been three weeks since the last SEMPL, the regional conference on media trends, in Portorož. It is an ideal opportunity to speak with Valerija Prevolšek, the Director of Media Pool and SEMPL president, about her first impressions, the most important events and future ideas for the next, 20th Jubilee SEMPL.
Media Marketing: It has become a tradition for the two of us to have a chat after SEMPL, once the dust has settled. Did you manage to have some rest?
Valerija Prevolšek: I did have some rest but not mentally. Now, after all the furore and adrenalin have settled it is easier to look back at the project. I must say, SEMPL 2017 has left good impressions and satisfaction.
Media Marketing: You thought that last year’s SEMPL was the best so far. This year’s SEMPL was even more successful. What are the limits?
Valerija Prevolšek: The budget is the limit. And the team commitment, of course. If the team is committed enough, even a limited budget is not a hindrance. We like to say in Slovenia that where there’s a will there’s a way.
Media Marketing: What impressed you the most, what will leave lasting memories from this year’s SEMPL?
Valerija Prevolšek: The full conference halls, the excellent atmosphere and the fantastic Nick Bicanic – all those who missed him onstage and offstage have missed out big time.
Media Marketing: Is there a detail, a comment or an event you’ll remember for a long time?
Valerija Prevolšek: The jury process! Such an atmosphere, fairness, I have never seen such exceptional individuals gathered in one place before. Each vote was respected. Deep bow to Darko as the jury president and to all the members of the jury – Aleksandra, Marija, Tamara, Viktorija, Danijel, Damjan and Žarko who put all they had into the process and proved to be experts worthy of respect.
Media Marketing: What does SEMPL represent to you. You and your team put an enormous effort to make it better every year. The profits from SEMPL are not a big item in the Media Pool revenue overall. What is it then that motivates you and spurs you on.
Valerija Prevolšek: SEMPL is an extremely positive experience, it is an event focused on the future, it measures up to any international conference of its kind. SEMPL has manifold merits for me personally and Media Pool. With SEMPL we are not just buyers of media space, we are a company who gives something back to the market, supports and directs development of the media and communication profession. In times when conjunction is not prevalent in our profession, creating a story of success is a great privilege. To be instrumental in creating an event that has such a positive effect on the profession and market is a great motivation, challenge and responsibility at the same time.
Media Marketing: The awards are not commented on. Still, what is your opinion on the direction advertising and media industry are taking, based on the awarded works.
Valerija Prevolšek: Social responsibility is totally “in”. It is gone bit too far. The agencies and advertisers are almost overdoing it when looking for the socially responsible projects suitable for their brand, often forgetting the efficiency and quantifiability they stick to with more “traditional” campaigns.
Media Marketing: Are there any announcements for SEMPL 2018?
Valerija Prevolšek: Only that it will be the jubilee 20th SEMPL, and that anniversary will be celebrated in a manner it deserves.
Media Marketing: Media Pool, how’s the business? It is the end of the year, the deals are being made for next year. What do you expect in 2018?
Valerija Prevolšek: There will be a lot of changes and we’ll continue working in an imperfect and dynamic environment.
