By: Dina Dretvić
Has the time come for agencies to become more than just a communication tool, and traditional models of providing agency services a thing of the past? Guided by experts from the region: Davor Bruketa (Bruketa&Žinić&Grey, Croatia), Relja Jović (I&F McCann Group, Serbia), Mitja Tuškej (Direct Media, Slovenia), Daniel Ackermann (Degordian, Croatia) and Anđelko Trpković (Publicis One, Serbia) the panel will discuss the changing agency paradigm, creativity, and expanding the agency activities in creating a campaign.
While their creativity and strategic thinking are most often sought only in the final phase of the development process, which involves creating an ad campaign, the market transformation gradually redefines the role of creative agencies and opens the door to practice where their intervention in the core of a product or a service is becoming a game changer.
The panel is organized by HURA as part of the BalCannes show at the Weekend Media Festival (September 21 at 12.30hrs, in the main hall), with the aim of raising awareness of the importance of quality market communication and the desire to improve the cooperation between agencies and advertisers.
Through examples from the region and the world, you can find out how leaving traditional models brings changes to the arena of agency business, in which the most powerful or most intelligent are not the one who survive, but those who are ready for changes.
