Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
At the recently held International Festival of Creative Advertising Golden Drum, New Moment won three important awards, continuing the success across festivals – from national festivals to Cannes Lions, and all the others that happen in between. We talked about the awards, the Golden Drum and the current ‘momentum’ in the New Moment with agency’s CEO, Žarko Sakan.
Media Marketing: Gold, Silver and special jury award at the Golden Drum. Satisfied?
Žarko Sakan: We are delighted with the success at the Golden Drum. We are happy to continue the tradition of creativity and to have continuity in winning new awards at festivals. We are also happy that Golden Drum has returned to the seaside, and that the atmosphere this year was excellent. We’ve heard a lot of lectures that enable you to learn and understand all the global trends in our profession firsthand.
Media Marketing: Have some of the works at the Golden Drum caught your eye? Could you single out something from what you saw?
Žarko Sakan: Golden Drum is a festival that nurtures the Genius Loci, or the specific spirit of the country where the works were made.
Projects that have a lot of locality in themselves – which for us would mean the Balkan spirit or, if we look at it a bit wider, the Slovene soul – are something that interests me. The goal is to create ideas for large global brands that drive local people and become a part of local culture. Our job is to create using the elements that are around us, to value everything we have around us, our specificity, and to build stories that people want to share with each other.
On this basis, HailStorm in Istanbul made for Ikea stood out, and made us all laugh, at the same time showing how a big brand can become a part of the local reality while achieving business results from that action.
Media Marketing: Your father, Dragan Sakan, who left us exactly eight years ago, was the king of advertising in the Balkans. In the last eight years, you have greatly enriched the award collection of New Moment. Is there some rational explanation for that, apart from the fact that Saki has left behind solid foundations of creativity in New Moment, upon which you and your team build new successes?
Žarko Sakan: Creativity is our family business. There are many factors that have contributed to the fact that we are currently the most awarded agency in the Balkans, with 10 Cannes Lions, and the fact that we have managed to double the size and business results of the agency. Of course, Saki is the most important piece of this story, and the foundation he has set up is very important for success. We had the opportunity to learn about business and life from him. We are continuing the tradition, we stick to Saki’s faith in creativity and people who create ideas for life.
But it’s not just us who are responsible for this success, but also the great number of people with whom Saki worked and who believe in the New Moment philosophy and continue to live according to those principles. There are a lot of us in the New Moment, but also all over the world. As Saki used to say, our profession is beautiful and seductive, but it’s also demanding – it demands all of you. Perhaps we are successful because wo don’t just do this job, we live it.
Media Marketing: What was the most interesting encounter you had at the Golden Drum?
Žarko Sakan: I am glad that Golden Drum is pushing forward. We have met a lot of great people this year. The top experience was chatting with Sir John Hegarty over wine from his own winery in the south of France.
Media Marketing: What is currently happening at New Moment?
Žarko Sakan: Our industry is changing at great pace. At New Moment, we also change our processes and adapt to the new digital times we live in. It’s not difficult for us, because we are always New, and the company is young even though we are already over 37 years old. Our goal is to be a partner to our clients and to help them grow in the connected world. The whole industry is transforming into a digital one, which is very exciting to us and we like the fact that we are implementing ideas through countless new channels that digital platforms allow.
