Drugi jezik na kojem je dostupan ovaj članak: Bosnian
A host of quality works were entered again this year for the UEPS Awards 2016, coming from local marketing, PR and media professionals, as well as the advertisers themselves. Creativity of the Serbian advertising industry spread out over the eighteen categories with 22 sub-categories, ready to answer the market challenges, regardless of the conditions.
If the entries were to be observed as a reflection of the total annual production, it could be said that the Serbian advertising scene was very dynamic this year. Although sometimes gimmicky, preliminary statistics still show certain trends.
With a 13% share in total number of entries, integrated campaigns for the third year in a row indicate the existence of companies and brands that have a systemic approach to communication with the market, using a mix of available communication tools and investing significant resources in integrated marketing communications. This year, among clients who prefer the harmonization of communication with interested audiences using a variety of communication channels, most numerous were from banking and financial sector, followed by telecommunications and culture.
Internet marketing, whose share in the total number of entries had grown last couple of years, this year stabilized at 17% – same as last year. The structure of entries and applicants shows that, regardless of the type of activity, there are ever present investments in marketing presence on the internet. Here we have manufacturers of non-alcoholic beverages, food, cosmetics, bankers … and cultural activities.
The largest jump in overall participation this year was recorded in the category of TV ads, which grew from last year’s 4% to this year’s 8% of the total number of entries.
Situation is similar in the category Award for socially responsible and humanitarian projects (campaigns, events, PR) which received 9% of the total number of entries, which, compared to last year’s 5%, is a significant leap that speaks in favor of companies’ awareness and social responsibility.
The category that refers to the creative use of media is “richer” this year by 2%, same as the category of direct marketing which is this year represented with 5% in the total number of entries, compared to last year’s 2%.
The newly introduced category Creative Efficiency was well received by the market, receiving 3% of the total number of entries.
The largest number of applicants was, as expected, from the ranks of advertising agencies, including the ones that applied for the annual UEPS Award for the first time, but there were also entries from the media and advertisers, all of which points to the great challenges facing this year’s jury, made up of creative directors, accounts and strategists.