The day after the official opening of the AcademIAA (2 September), the first lectures were held in the framework of this educational program of IAA Serbia. The first day was marked by prominent creatives on the list of the Creative Module. Participants were able to learn the significance of strategy in the creative process, how a creative team is structured and how the work process is organized in a creative agency, as well as how design contributes to the brand communication.
Ana Vehauc: Strategy is not a bunch of smart slides at the beginning of a presentation.
Ana Vehauc, Creative Strategist (New Moment New Ideas Company Belgrade) held a lecture titled Crazytivity or Creativity. The aim of the lecture was to present students with a clear connection between strategy and creative, and that creativity is not only a great idea, but one that works specifically for a particular brand and client.
Slavimir Stojanović: I don’t start communicating until I have something to say
Slavimir Stojanović, a prominent designer, through the story of his own professional development and challenges that followed him, summed up in a presentation titled Complicite Simply, explained to the participants the way in which he creates.
Vladimir Ćosić: In order to implement the ideas you believe in you have to be prepared to do things that aren’t your job.
Jana Savić Rastovac: Our theory is that brainstorming should be done by two or three persons, and that it should last no longer than one hour. 45 minutes is ideal.
Jana Savić Rastovac, Creative Director (McCann Belgrade) and Vladimir Ćosić, Creative Director (McCann Belgrade) through a presentation titled Who’s who and what’s what in creativity? vividly described the structure and functioning of a creative team, and its role in the work process.
