PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • 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

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    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

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    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!

    lazar-naslovnica

    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

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    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

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    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

    Mladi Lideri

    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

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    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

    francis-ingram-naslovnica

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

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
  • 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

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    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

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    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!

    lazar-naslovnica

    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

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    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

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    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

    Mladi Lideri

    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

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    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

    francis-ingram-naslovnica

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

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home Interview

Vesna Beganović: Agencies in the UAE daily have an average of six pitches, and they choose which to go to knowing their strengths

A chat about an advertising market which to us seems more like a fairy tale than a reality

13/09/2017
in Interview
6 min read
Vesna Beganović: Agencies in the UAE daily have an average of six pitches, and they choose which to go to knowing their strengths

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović

Vesna Beganović founded the Via Media agency twenty years ago in Sarajevo. When the agency settled in the market, it started pushing the boundaries. What we today call “thinking outside the box” has been Vesna’s way of thinking right from the start. A couple of years ago, she courageously opened an agency in Dubai. Because of the recession, she froze the agencies work, and this summer she re-activated it.

This is her story about a very inspirational market and a way of work completely foreign to us.

MEDIA MARKETING: Via Media had its agency in Dubai before. A couple of years ago you froze the agencies activities, and now you’ve returned to that market. Why?

Vesna Beganović: We had been present in the UAE market for about three and a half years. During the recession, we had some challenges that, as foreign nationals, did not go to our favor. In order to alleviate the effects of recession on our business, we had to focus on Via Media Sarajevo, which is always our priority. I knew it was a matter of time when we would return so we just froze the status of Via Media Dubai for some better times. It looks like that better time has come. Large development projects in UAE have received more significant resources since March, and we have decided again to be part of that market, where we now don’t have to start from scratch. We have the experience, contacts and understanding of local culture.

MEDIA MARKETING: During your two-months stay there, you often had up to four meetings a day, which is quite an engagement for the dynamics of work in the countries of the Islamic world (and not only them). With whom did you meet?

Vesna Beganović: We used the summer period for research, organization of the Dubai office, as well as for strategic negotiations with partners with whom we want to build long-term relationships. We were planning a slower summer, but were met by astounding pace. The ‘slow summer’ in the Emirates is as intense as some dynamic period in BiH. The team has already presented creative concepts and communication strategies to clients, with whom we will be actively working from September and October. I can only mention some of the most important meetings, such as those with Energy Summit organizers, manufacturers in the FMCG sector, several real estate companies, association of entrepreneurs, Dubai Holding, EXPO2020, Dubai Municipality, hotel chains, international and regional agencies, media, Dubai International Finance Center, Sharjah Investment and Development Authority, AUS Enterprises and Her Majesty Sh. Noora Al Khalifa from Bahrain.

MEDIA MARKETING: How acquainted are you with the way of working in the Emirates, and how much does it differ from ours?

Vesna Beganović: The market is open to innovation, and the business environment is incredibly motivating. The information is timely, accurate and accessible to everyone. Communication is open and concrete, and the state is always at your service – totally different from what we are used to. One of the main characteristics of business in the Arab world is the construction of long-term partnership relationships. Clients are rarely interested in collaboration on only one project. Building trust and credibility is key. Such a process of course requires time, but once confidence is established you become the main external support. Recommendations are also of crucial importance, that is, the confirmation of credibility by the relevant local people, to which they attach immense importance. The UAE market is multicultural given the fact that there are more than 100 nations present there, all with a clear purpose, a life plan, open to communication and support, and people are selfless and positive. Business people in the Arab world follow global trends, they are modern and predominantly communicate in English, but continue to cultivate their tradition and highly appreciate brands that timely recognize that.

MEDIA MARKETING: You’ve participated in several pitches. How different are their rules from the ones applied in our region?

Vesna Beganović: Agencies in the UAE on an average day have up to 6 pitches, and they choose the ones they want to go for knowing their strength and expertise. The pitches are different – local for the area of UAE, regional for the GCC region, or for two countries, the UAE and the Kingdom of Saudi Arabia. The Government’s central procurement portal offers an option of annual membership which enables you to choose and apply for up to 50 tenders per year, which would be one each week. The competition is big, and sometimes even seems to be the biggest in the world. Everyone is present there, from the world’s largest agencies, to some Indian agencies that offer the lowest prices of services. What’s specific about this market is bargaining, and it goes for everyone, big and small agencies alike. I’m still trying to get used to that. We are currently working on a pitch for a financial investment fund in Oman, where we are the only shortlisted agency from Dubai, the second one is from Qatar and the third from Oman. We are optimistic and expect good news next week.

MEDIA MARKETING: Via Media Dubai covers Saudi Arabia, Kuwait, Oman, all except Qatar (for now). How is the communication going?

Vesna Beganović: The GCC region is economically linked, synergy is strong and opportunities are great, if you understand the local culture and integrate your communication into local setting. Clients are serviced by experts mostly from Europe, and smaller advertising agencies have more than 10 employees from different nations. Conference calls with other continents are an integral part of daily brainstorming and presentations, involving people from many countries. The official business language is English for all countries, precisely because people from different cultures work in all departments. At this time, only the copywriter in our team speaks Arabic, which helps us to integrate creative and communication solutions and connect them with the Arab culture. With a time difference of 3 hours, the team in Dubai starts their working week on Sunday, so it always seems that they are one step ahead.

MEDIA MARKETING: How big are the campaign budgets? How big are the costs and what are agency prices like?

Vesna Beganović: You can find all price levels in the market, from high to low which are charged by Indian agencies, and which are far below the prices in the Bosnian-Herzegovinian market. However, European expertise is always appreciated, and the agencies always highlight that. The smaller one-month social media campaign costs €25,000. Monthly integrated campaigns in the FMCG category, with media mix including TV, print, OOH, Internet and radio (including production) range from €1mil to €2mil. The portal dubizzle.com (OLX) had a marketing revenue of €41,669,500 last year, which is more than our total media market. The biggest agency costs are the people. If they have employees who are Brits, Germans, the Dutch, they pay the highest salaries. Then there are the costs of business space, marketing, and events, on which agencies spend a lot of money. The agency fee ranges from 5 to 20% depending on the services that are billed. The total media market value, according to IPSOS, in 2016 amounted to $24,843,681,808.20.

MEDIA MARKETING: You told me that even in 20 years from now we will not have projects like the ones implemented there. What exactly did you mean by that?

Vesna Beganović: Currently, a center for innovation and development covering area of 3×1 kilometers is being built in Sharjah, with the latest technological achievements, robots and equipment that will enable the most up-to-date research projects. Events that will be implemented there need creative and innovative agency support. It’s about the latest trends, technologies and knowledge sharing. They are making the prototype of the world’s fastest train, which is being tested in the desert. Botanical gardens and jungles are being opened, which will enable the growth of trees and botanical species in places that have no natural wealth as we do. We could devote an entire interview to this question alone, but everything is truly fascinating and inspirational.

MEDIA MARKETING: Agency Via Media Dubai is being led by your daughter Medina. Given her young age (24) you believe that she can cope with all the obstacles and lead business well.

Vesna Beganović: After returning from Austria, where she stayed in the past five years, Medina decided to work on the development of the agency in other markets. In her opinion, after her experience in Austria, the BiH market is too slow, without much opportunity for innovative projects. Working with clients in the UAE market is a real challenge for her every day, in which she immensely enjoys, and she shares information with the team in Sarajevo that will join her soon. She has strong support from local partners with whom we have developed a good relationship in a short time. The team was also joined by Ivan Bartulović from Zagreb, who has three years of work experience in the UAE market, and for the last 17 years he has been supporting the leading world brands on the production side, implementing their creative campaigns. Within Via Media Sarajevo, we have created a team dealing with strategy, development of new product for UAE market and support of Via Media Dubai in full capacity.

MEDIA MARKETING: In two days, you will participate at the conference Creative Republic in Bihać. What will you talk about?

Vesna Beganović: About authenticity, and what it is that we need to do before robots replace us. Those who want to hear more details will have to visit Bihać from 08 – 09 September, 2017.

Tags: InterviewVesna BeganovićVia Media
ShareTweetShare

Related Posts

Interview

Generation Z

09/07/2019
Andreas Schwabe: The international media market has been suffering for years from the self-serving and interest-driven business models of agencies
Interview

Andreas Schwabe: The international media market has been suffering for years from the self-serving and interest-driven business models of agencies

10/10/2017
Do Creative Directors Dream Winning Campaigns?
Interview

Do Creative Directors Dream Winning Campaigns?

06/10/2017
Jane Dvorak, Public Relations Society of America president: My message to PR people in your region is that they should be a strategic voice within their companies, organisations and governments
Interview

Jane Dvorak, Public Relations Society of America president: My message to PR people in your region is that they should be a strategic voice within their companies, organisations and governments

05/10/2017
Vladan Srdić: Only a fool or the one who doesn’t see what’s happening to him can stay silent today 24
Interview

Vladan Srdić: Only a fool or the one who doesn’t see what’s happening to him can stay silent today

03/10/2017
Folker Wrage: Brands have character and personalities, just like people
Interview

Folker Wrage: Brands have character and personalities, just like people

02/10/2017
Next Post

24 Hours: I&F McCann sponsoring BITEF; Sempler awards announce jury members; Only website remains of TV B92; Spar Croatia sponsoring Medveščak; POMP finalists revealed; NEM announces 2018 dates…

Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.