Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
New Moment in recent years returned from the Cannes with awards under their arm. A total of three lions and works in the finals were the best recommendation for potential international clients. And the things started rolling. New Moment Belgrade got a big client in New York, and now is invited to several pitches around the globe, among which the most interesting one is for the largest pharmaceutical company in India. The dream of seeing Balkans creativity break through into the world stage is becoming a reality. That’s what we talked about with Žarko Sakan, Chairman of New Moment.
Media Marketing: Cannes Lions are starting to pay back the investment. You got a client from New York that tapped you. How did it come to this collaboration?
Žarko Sakan: I believe it’s easier to succeed if you have a clear goal and know what you are working towards. For a long time we were aware that our expertise and creativity are on a global level and that we can create products even better than colleagues from major developed markets. We recognized the opportunity to sell our talent on the global market, where ideas and creative work are valued much more than in our region. It was a strategic goal, but also our dream. I sincerely wished, dreamed and believed that we in New Moment could work for the largest global market in New York. We believed, dreamed and worked hard. Our work, relevant experience, global awards, the company’s image and relations with people contributed to getting the call to a pitch in New York.
Media Marketing: Which New York company did make the campaign for? What is their field of work?
Žarko Sakan: Invitation to the pitch came from the US. Ariel Property Advisors is a real estate company in New York, which specializes in the market of commercial real estate and consulting. It’s unique in that it is structured as an investment bank with separate divisions for sales and brokerage, financial services and research. Its portfolio includes all types of property, from industrial real estate, multi-family buildings, multipurpose facilities to land.
Media Marketing: What was the brief? What kind of campaign did you do?
Žarko Sakan: Person in charge of the creative concept is Ana Šutić, Creative Director at New Moment Belgrade. She inspired the creative team and led them to great success and winning a “dream” client from New York.
Ana Šutić: Company Ariel Properties is characterized by a fresher approach to business in relation to their competition. Our task was to set up a creative platform that will be ongoing throughout the year and will properly communicate the said traits of the brand.
We found inspiration in the visionary character of the company and with the message Wasn’t it magical when you believed you could do anything? We still do, we created a series of visuals that illustrate the enthusiasm, dedication and almost childlike energy directed toward the future. The same energy is characteristic of the New Moment team, so our work on this project was nice and easy.
Media Marketing: Will you continue collaboration?
Žarko Sakan: This client is managed by Jasmina Nikolić, our Client Service Director. She has many years of experience and is responsible for major clients for whom we work on multiple markets. She successfully implemented a global campaign for client Air Serbia, in which the ideas created in the New Moment Belgrade were shown in Berlin, Paris, Athens, Moscow, in over 20 markets worldwide. She also leads the New Moment regional clients, who from one place cover 8 or 9 markets in our region.
Jasmina Nikolić: This communication platform will be ongoing throughout the year, during which we will implement several campaigns according to a pre-set schedule. In the first quarter we had two campaigns, and by the end of 2016 four more are planned. Of course, we will be proactive and will offer the client some more ideas we are currently working on. We want to show that creativity knows no bounds. This cooperation is particularly important for us as a reference that will facilitate our way to new clients and projects in the United States.
Media Marketing: Does this example mean that in addition to good image, big international awards are also starting to bring new work?
Žarko Sakan: Big international awards are a good reference for the international market. We from the Balkans have a problem of lack of trust among global companies because they usually have the wrong perception that we are not talented enough and not professional enough. Awards help us to qualify for the global competition. Still, this is only one part required for success. An important part of the equation are also the dedication, emotion, relationship with people, expertise and everyday work.
Media Marketing: In a recent interview for Media Marketing you said that the Balkan creativity can conquer the world. Do you really believe that and does this example of a New York company somehow proves it?
Žarko Sakan: We at New Moment believe that creatives from the Balkans are equally talented as those from large, developed markets. The creative potential is great with us, and we want to make creative products for the global market. We are one of the companies which has succeeded in that, we have a client, we work from Belgrade for New York and our creative solutions are on billboards, in magazines, at the airport in New York. I am very proud of it. We have succeeded in exporting the creativity and ideas from Belgrade to the most competitive market in the world.
Media Marketing: Do you have any plans for international expansion as all other serious agencies from our region?
Žarko Sakan: We have companies in nine markets in the region. This year the goal is to integrate all countries and that the creative product and standards in all countries comply with the New Moment philosophy. If an opportunity arises, we want to open our companies in other markets as well. Our dream and goal is to make Balkan creativity part of the global scene, and that creative products made in the Balkans are exported throughout the globe. Global creative community is recognizing our efforts and we were invited to pitch for a large international client for the entire CEE region, which includes more than 20 countries. This is an example of how we from this area can increase our operations and territories in which we work.
In addition, we are currently working on a pitch for one of the largest pharmaceutical companies in India. The whole team and I are thrilled to be invited to do a pitch for such a huge market. It’s an honor that, out of the entire world, they invited New Moment from the Balkans, a large international advertising agency from Dubai and two big global agencies from India. I believed that we have the creative potential, but I never hoped that we will achieve success so quickly and that we will have so many calls from the biggest markets in the world. Simply put, when you believe in something, and work on it, the universe also works for you and positive things happen. In addition to the honor and personal satisfaction to be participating in a global competition, a great asset are also work standards and the respect for the agencies in the pitch process, and in case of success, the creative work and talent are valued far more than here. It remains for us to see the outcome of the pitch for India. We look forward to the other calls from major markets and we continue to believe in the strategy of opening doors to the global market for Balkan creativity.
Media Marketing: What are the news from Serbia? UEPS got new leadership, Jasmina Nikolić from the NM is VP. Branka Conić is member of the new Board of the Serbian Association for Public Relations. That’s a recognition for New Moment. Will things in the industry start to change for the better?
Žarko Sakan: Our people rise quickly. It’s already a tradition that people from our company for over 30 years now, by building their careers also form and develop market and industry in Serbia and the Balkans. We are honored that the industry recognizes our efforts and believes that the people of New Moment can contribute to improving the image of our profession in Serbia.
Branko Conić and his New Moment PR team for two years in a row now won the prestigious award of the best PR agency in Serbia. With her professional work and the results achieved she succeeded in being recognized by her peers and elected the Steering Board of the Serbian Association for Public Relations.
We work on a lot of projects and we try to present the profession in a creative and ethical way. Things are changing in Serbia. Change is the only constant in our profession. Everything changes in the global market as well. Old models of thinking no longer work. We focus on digital thinking, content creation and development of creative products for the global market. We work on ourselves and develop capacities and ways of thinking that is consistent with the real world around us. The essence of our company are ideas, creativity and the Balkan spirit. All this makes us always NEW!
Team of authors behind the project Ariel Properties New York:
Ana Šutić, Creative Director
Jasmina Nikolić, Client Service Director
Igor Milovanović, Head of Art
Miloš Žarić, Art Director
Milutin Marković, Designer
Sandra Kovačević, Account Manager