Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Photo: Krešimir Prosoli, CEO, Real Group
It was 2013. “We came at the request of Lidl’s international administration after we did a good job in Croatia that brought good results for Lidl. They asked us to come to Portugal to make some changes because the business was not going so well. When we arrived, we started to explore Lidl’s growth opportunities. We started the campaign that explained Lidl’s values. This method of communication was crucial in Croatia,” said Krešimir Prosoli, CEO of Real Group, Croatian agency which has 11 employees in Oeiras in charge of strategy, creative, events and sales, and media planning for Lidl in Portugal. After excellent results in public relations achieved by working for Lidl Portugal, putting a greater focus on corporate PR, agency Cunha Vaz & Associados, which specializes in this type of public relations, took over the PR part, and Real Media de Portugal continued to work on creative and media strategic management of integrated marketing communications for Lidl Portugal. Concepts for advertising the network of supermarkets are developed in Zagreb, and then transmitted to the Portuguese team and Portuguese Lidl.
“In the last four years, campaigns have been developed in Croatia, but nobody noticed that because they reflect the Portuguese reality.
Campaign for 20 years of Lidl is a real Portuguese campaign, but Croatia was in charge of creative management. We had an art director from Serbia, and a Slovenian director of photography. We don’t have a creative director in Portugal, but if the need arises in the future, we would hire someone from Portugal,” said the Croatian director. In the case of the campaign the Perfect Recipe, which started in early 2016, the creative idea came from Croatia, and the Portuguese team was responsible for implementation and details.
Real Group was founded by Krešimir Prosoli in 2007, and at the end of the first year of operation they already had eight employees. Since then, the growth has been significant – revenues grew from less than one million euros in the first year, to the current 25 million euros – the execs did not disclose figures for Portugal. Revenue growth of 10-15 per cent is forecasted this year. In Croatia agency employs 55 people, 11 in Portugal, and there is a team of four in Lithuania working for the German supermarket chain in this Baltic country.