Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Adnan Arnautlija
MCCANN SARAJEVO SUPPORT PARTNER OF SUMMIT 100: A NEW DEAL FOR A NEW AGE
The leading business initiative in the region this weekend in Sarajevo gathered business and political leaders of Southeast Europe at the fifth Summit 100. This year, the focus of the dialogue was taking responsibility for firmer linking of the countries in the region through concrete proposals for improvement of economic cooperation.
A large number of media from Bosnia and Herzegovina and the region followed the two-day program of the Summit 100, which was held this year under the motto A New Deal for a New Age, organized by BBI Bank and ASA Prevent Group in Bosnia and Herzegovina, with the support of the Managers’ Association of Slovenia, Serbian Association of Managers, Croatian Employers’ Association, the Atlas Group from Montenegro and Alkaloid from Macedonia.
Support Partner of the Summit 100 was the agency McCann Sarajevo, member of the I&F McCann Group. Vesna Vlašić Jusupović, CEO, said of the occasion: “We are proud that our agency McCann Sarajevo was invited to be a Support Partner of the Summit 100, which was held for the first time in our country. It’s an honor to be part of an important project of regional cooperation which is also a great opportunity for networking and dialogue, as well as the implementation of projects of crucial importance for the economic development of the region.”
HDD: DEADLINE FOR ENTRIES TO THE DESIGN EXHIBITION 1516 EXTENDED!
Due to the large number of inquiries from interested parties, the deadline for entries to the Croatian Design Exhibition 1516 has been extended. The exhibition is set to take place from 13 September to 16 October 2016, and electronic registrations for participation will be accepted until 2 June, midnight!
From 30 May to 4 June, works (prints / originals) will be accepted for the purpose of selection. Works (prints or originals) for the purposes of the selection should be delivered to the Croatian Designers Society, at Boškovićeva 18, Zagreb, in person, by mail or by courier, in the period from 30 May to 3 June from 10-19 hours, and on Saturday 4 June, from 10-15 hours.
Works can be registered using an application form for professional and student works. Participation conditions, method of delivery of works for the purpose of selection and other details can be seen at the following link.
EDVIN JURIN: DECISION ON THE NEED FOR REBRANDING IS ALWAYS PAINFUL AND BY NO MEANS EASY
Poslovni Dnevnik has analyzed the fundamental changes of image that numerous companies in the world and in Croatia have embarked on.
Bold and brass, but the question is how smart. Thus the world’s top marketers, but also many consumers, commented on the latest case of rebranding of a global brand. An American icon, Budweiser, a week ago changed its name, and until 8 November it will be called America. This was decided by leaders of the world’s largest brewer, InBev, and as a basis for this six-month rebranding they chose no less than the US presidential election.
Under the slogan “America is in Your Hands”, the campaign will use excerpts of the text of the Pledge of Allegiance to the American flag and the national anthem on the packaging, and its creators say the aim is to encourage customers to celebrate the common values of freedom and authenticity of America and Budweiser. Relying on the patriotism of millions of consumers in the United States, they will try to make up for the loss in the increasingly perilous race with the increasingly popular craft brewers who are starting to chew up a good portion of the market cake. Therefore rebranding of this iconic brand is not surprising, when you consider that this ‘tool’ is usually used due to the decline in market share.
The reason may be the fact that the brand is not in line with the trends, and simply needs to modernize and breathe in a ‘new life’. According to Edvin Jurin, PR Director of McCann Zagreb, rebranding is used at a time when it is determined that there is a fatigue and empathy between a brand as it is today and the current users of the brand, as a result of new social, economic and cultural trends in the market. “Decision on the need for rebranding is always painful and by no means easy. It should be well weighed, accurately assessing the new and what it potentially brings, versus the old which you certainly lose if you decide to take this step,” said Jurin.
The entire article is available at this link.
GUESTS AT THIS EXCSLUSIVE L.A. DINNER PARTY WERE EATING MCDONALD’S INGREDIENTS
When a bunch of guests rolled up to a smart L.A. dinner party earlier this year, they had no idea they would be eating ingredients from McDonald’s restaurants.
PR agency Porter Novelli persuaded L.A. celebrity chef Neal Fraser, who runs Red Bird, to cook for the invitees, serving up soup made from guacamole, meatballs made from burger mince, a romaine salad, a chicken breast rolled in bacon and other mouthwatering-looking dishes. The film, which was just released this week, shows guests complimenting the chef and remarking on how delicious the food was. Only at the end is it revealed that McDonald’s is behind it. The campaign is designed to change perceptions about McDonald’s.
It’s not the first time we’ve seen a brand try to target upscale consumers with an eating stunt: in Sweden in 2013, discount supermarket Lidl opened an upscale restaurant named “Dill” to fool diners, with a Michelin-starred chef serving a nine-course tasting menu.