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    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

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    francis-ingram-naslovnica

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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

    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

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Home Interview

Weekend Media Festival: Ivan Stanković – What Women Want

For quite some time now Stanković has been arguing that our profession needs radical changes. If we don’t make them, we’re done for like the dinosaurs

18/07/2017
in Interview
3 min read
Weekend Media Festival: Ivan Stanković – What Women Want

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Magdalena Mucić

For its 10th birthday, from 21 to 24 September, Weekend Media Festival will bring to the old tobacco factory in Rovinj the most relevant topics in the field of media, marketing, advertising and communication. Over 100 lectures, panels and presentations will be attended by regional and world experts including Ivan Stanković, Founder and President of the Communis regional agency, and professor at the Faculty of Dramatic Arts in Belgrade.

On the occasion of his lecture What Women Want, we talked with Stanković about the challenges that marketers face today, underestimating women as a consumer group and the concept he designed to help colleagues communicate with women in a way they will appreciate.

Magdalena Mucić: At the Weekend Media Festival you will present a new communication concept which you devised. Why the need for it?

Ivan Stanković: I have been arguing for a long time that radical changes are needed in our profession. If we don’t make them, we’re done for, just like the dinosaurs. That is why I have designed a concept whose first step, that everyone needs to make, is very simple – one letter change. In the word ‘advertising’ the letter ‘a’ should be replaced by the letter ‘e’ so that we get ‘e-dvertising‘, where ‘e’ has a double meaning. The first is to use the e-model of communication, that is, all that is related to the new habits of consuming digital media. Second, and more important, is that emotion is the basis of communication. In today’s diverse information age, the human brain is unable to process all the data, so consumers make decisions quite simply. They either like something or not. That is why creating emotions through communication is necessary.

Magdalena Mucić: You say that women are unjustly neglected consumer group. Why should we pay more attention to them?

Ivan Stanković: Women are the dominant buyers or decision-makers in a huge number of cases. In some categories, such as buying food, trips, houses and the like, they are decision-makers in more than 90 percent of the cases. Women are becoming more and more independent. In the US they command as much as 61 percent of the total personal wealth. They also appear in a large percentage in some non-female categories. Did you know that 47 percent of gamers are actually women?

Magdalena Mucić: What is the current attitude of the industry towards women?

Ivan Stanković: The fact is that currently, in 90 of the 100 leading US advertising agencies men are holding creative director positions. And men don’t quite understand women. That’s why we often address them improperly, and women see this communication as inauthentic and discard it. In my lecture at the Weekend Media Festival, I will present bad examples and especially talk about the unsuccessful attempts of men to answer the question: what do women want? They know exactly what they want, and what they don’t want. The problem is that it often overlaps.

Magdalena Mucić: Could you explain to us in some more detail your ‘5E’ communication concept, and how it can help communication experts?

Ivan Stanković: The ‘5E’ concept is a variant of the classic AIDA concept of communication. First ‘e’ stands for ‘excess’. In today’s abundance of information, the first step is to make your message noticed. That is why some excess is necessary for consumers to notice you. The second ‘e’ comes immediately after the first, and stands for ‘entertain’. After you attracted with excess, you’ll lose your consumer if you don’t start with an interesting story that will entertain them. The third e stands for ’emotion’ – a bond between a brand and a consumers starts to be created. The next ‘e’ is very important. ‘Experience’ is the moment of truth when a consumer comes into contact with the brand and learns if all the promises were true. That is why everyone is taking care of the place and the way consumers meet the brand. The last ‘e’ stands for ‘engagement’, conquering local consumers.

Tags: CommunisInterviewIvan StankovićIvan StankovićWEEKEND MEDIA FESTIVAL
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