PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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    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

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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 Diary

Diary of a Methuselah #84: Has advertising turned into elite prostitution?

When will the agencies organize a conference that would discuss creative ideas and their values, and agree on the rules that all will adhere to?

13/09/2017
in Diary, News
2 min read
Diary of a Methuselah #84: Has advertising turned into elite prostitution?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović

Advertising budgets are shrinking left and right. They are slashed by clients, they are slashed by agencies, only the media have nothing to slash, because they have been slashed long ago. I’m reading the article we published today about the Fearless Girl statue, installed on the Wall Street in New York, and the results that this campaign has achieved. For a “miserable” budget spent only on the making of the statue of a little girl, and without a single dollar of media spend, the McCann NY agency generated $7.5 million worth of earned media space, nearly five billion impressions on Twitter, and more than 215,000 posts on Instagram in 12 weeks.

Agencies are lamenting over reduced client budgets and revenue drops. Lamenting is futile, you need to begin to appreciate yourself and your work. Creative ideas and creative work need to be charged properly, and the rest should be left to the client. I’m utterly interested when will the agencies organize a conference that would discuss creative ideas and their values, and agree on the rules that all will adhere to? Just as I’m wondering when will the big media players sit at the same table and agree on the upper threshold of media discounts, and not damp prices even by staggering 75% – and will it ever happen. Agencies and the media must once and for all put an end to the greed of the clients. As one of our readers said today in his comment on Facebook, advertising has turned into elite prostitution.

If you can’t charge an idea in a fixed amount for a specific campaign, the agencies should at least muster the courage to work for free, but to share with the client the profit from the campaign. If you believe in your idea, then take the risk. For a client in New York, it would have certainly paid off to pay McCann at least a million $ for the idea, if they received $7.5 million worth of free media space, and on top of that huge popularity on social networks. A million dollars is not peanuts even for a New York agency. On the contrary!

We will not publish a single word more about the Sarajevo Brewery and Gotiva on the portal, unless one of them sends their comments. We are not used to having our portal “crash” due to visits. We want to go back to normal. Three – four thousand visitors a day, that’s enough for us (these days there were over 20,000 visitors). We don’t sell clicks to our advertisers. We prefer the visits of real professionals in the industry rather than sensation hunters. We’re not the medium for that.

11 September 2017

Tags: Diary
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