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    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

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    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

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    Mladi Lideri

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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

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    Three questions for Petra Krulc, Senior Vice President of Celtra

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Featured

Advertising Can’t Stop Coronavirus—But It Can Still Help

Reaching consumers in their natural consumption habitats with information that resonates, anywhere, anytime on any device is our strength as an industry

21/09/2021
in Featured, News
2 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Meg Runeari for Adweek

Advertising doesn’t save lives. I’ve uttered these words many times before because I feel strongly that the work I do will never compare to that of healthcare professionals, teachers, first responders and others who are asked to stand on the front lines in our most trying times. By acknowledging this and saying it out loud every morning I feel that I’m level setting with myself and those around me.

Imagine my surprise when for the first time in my career I can say, with confidence, that advertisers and their partners can truly help. Scary, right? You might ask, what about our businesses that are being negatively impacted? Let’s flip that thought on its head. The more we help now, the faster we can resume our everyday lives and businesses. Here are four ways advertisers can help ease the current crises.

Be good humans

First and foremost, we must be vulnerable and human with our coworkers. These are extremely challenging times for everyone and ignoring that fact helps no one. Send a note to those you work closest with to let them know that there will be times in the day where you’ll be exercising, taking a walk or where they can expect to hear the songs from Frozen II blasting in the background of that Zoom meeting.

Our economy needs brand voices more than ever

For those of you who work directly with brands, you must encourage them to modify but keep spreading their messages. Advertising, in its most basic form, is the act of describing or drawing attention to a product or service. While now might not be the best time to sell a car or a pair of sneakers, it’s an absolutely vital time to be socially responsible and influence brand loyalists to take the right actions.

As a Nike enthusiast myself, I was thrilled to see its “play inside, play for the world” initiative encouraging social distancing. Yes, there will be criticism that Nike and others are capitalizing on Covid-19, but now is not the time for brands to back down. The world needs these voices now more than ever.

Make way for PSAs

As messages and public service announcements from the Center for Disease Control, World Health Organization and more arrive, we must help spread the word to every corner of the world. After all, reaching consumers in their natural consumption habitats with information that resonates, anywhere, anytime on any device is our strength as an industry.

Consider reaching out to the AdCouncil, as the organization is running point on the government-led ad response to Covid-19. I know what you’re thinking. You need to monetize every impression of your own inventory, especially during these financially challenging times. But remember, what you put in now will undoubtedly help us move forward as a society more quickly and in turn, bring your business back to life sooner.

Support truth-tellers

Publishers across the globe are being punished by brands that are deploying blanket semantic blacklists of words like coronavirus and COVID-19 to protect their images. When safety and suitability are called into question by these brands, it forces premium, fact-based content to be deprioritized.

As an industry, we must stand together and educate brands on the trickle-down impact that these naive actions can have on our industry as a whole.

As a parent, partner and citizen I implore you, now is not the time for fear. We must lean in together. From home.

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