Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
Since June last year, we have reported regularly about The One Book’s successes, which won around thirty big global and local awards. The Agency New Moment New Ideas Company has thus become one the most successful agencies of the Adriatic region in 2017.
I talked to Zarko Sakan, who together with his brother Lazar heads the New Moment, about the past year, its successes, excitements and new business.
Media Marketing: The One Book finished off its world tour in Belgrade. Out of 15 awards you received from the Serbian advertising profession at the UEPS ceremony, nine awards, including Grand Prix and the Agency of the Year, went to The One Book. You won many international awards this year. Do the awards you received in your “own back yard” have special importance.
Žarko Sakan: To be accepted on home turf is the most important thing for us. It is a great honour to be the Agency of the Year in Serbia for two years running. UEPS is the oldest professional association in Serbia with a great tradition. The jury was made up of respected Serbian creative directors. We are grateful for this year’s awards. We are glad that our colleagues sincerely congratulated us on our successes. We are an example of how to create a world class campaign in the Balkans. We are trailblazers for others, leading the way to the global scene. This year’s success for New Moment is a success for the rest of the creative industry in the region and an example to all that you can achieve success even though you come from a small country such as Serbia.
Media Marketing: Did you follow the book’s progress during the year, who read it, what the reactions were, is it possible to repair this world that is coming apart at the seams?
Žarko Sakan: With this campaign we wanted to remind people that both in Christianity and Islam the emphasis is on peace, tolerance, honouring your parents, helping your neighbours, hope and love. These are ideas that are often forgotten, they are the basis of all religions and for a happy and fulfilled life.
More than 40 million people worldwide saw this message from the Balkans via digital media last year. We touched people’s hearts across all continents.
The book continues regardless of our campaign. It is been used at all peace and interreligious conventions worldwide. We are eternally grateful to the Interreligious Council of Bosnia and Herzegovina, Al Jazeera Balkans, Mirnes Kovac and all the partners involved in this project. A big thanks to the people of New Moment who worked selflessly on this project.
Media Marketing: There was a lot of excitement this year, especially at Cannes; you came back with five Lions. Anything further to add?
Žarko Sakan: After Cannes, which is the pinnacle of success in our profession, there was the Epica in Berlin which was a great accolade, followed by London’s Eurobest gold. London is a more intimate festival and we were pleased that colleagues from Sweden, Italy, Holland, England and other countries came to congratulate us and express their appreciation for the project.
Another surprise was in London, when we received recognition by the ICCO Global PR Awards. They are the most important global association of PR agencies. We won the Best global non-profit campaign in 2017. I am really proud that we in the Balkans achieved the best in the world in 2017.
Awards won at home mean great deal to us, we are grateful to the juries of BalCannes, Sempl and Golden Drum. We are now the Agency of the Year of UEPS and PR Agency of the Year in Serbia.
Media Marketing: The project was achieved in cooperation with Y&R Dubai agency. Were they satisfied with the outcome? I guess they were, because they received a lot of points for the Gunn Report, thanks to The One Book.
Žarko Sakan: Us, from such a small market as the Balkans, have little to offer to a global player in terms of revenue. Our markets are so small that the combined budget of all of the regional markets is comparable to a budget of one biggish client in Germany, Russia or Turkey. A Cannes Lion won by a Serbian agency is equal to a Lion won by a London or Moscow agency. Our strength is in placing creative products and ideas on the Serbian, regional or global markets.
Media Marketing: Are there any ideas or initiatives to continue the reconciliation?
Žarko Sakan: There are many ideas and initiatives to continue the theme. We are intending to make use of mobile platforms, and have a few more ideas to expand the campaign. This is a big theme, important to the whole world, and us from the Balkans do have something to say about it. That’s why we continue our work in spreading the message of peace and tolerance. Working on campaigns with the goal of changing the world gives one a warm glow.
Media Marketing: Judging by the number of awards (and their importance) you are the most successful agency in the Adriatic region. What else made the year memorable?
Žarko Sakan: I will remember this year because of the company’s considerable growth. Many new people and clients. For us, it is important that we are a family run company with a human face. It is a difficult balancing act with so many people involved and rapid growth. Our goal is to maintain a friendly atmosphere, and an intimate environment where everybody works with passion. We are making sure that each of our products is made to the best of our abilities. This is our life, not just our profession and it is sometimes difficult to hand over control.
The past year saw many changes and new horizons, but we got through and maintained our unique style. We are continuing to nurture the spirit, emotions and uniqueness of New Moment.
Media Marketing: What are the plans of New Moment for the New Year?
Žarko Sakan: Our mission over the last 30 years is to create products that people want and not just profit at any price. Our goal is to improve our creative output and services. You will always have work if you have a good product. Our product is people, we’ll continue investing in our people, professionalism and ideas. Further to that, we’ll continue digitalisation and expanding Balkan creativity in the global markets.
Media Marketing: Your personal wishes for 2018 are?
Žarko Sakan: Apart from professional improvement, I am paying a special attention to my family and friends, colleagues and the wider community.
