Drugi jezik na kojem je dostupan ovaj članak: Bosnian
After the success at the Golden Drum Festival, I&F McCann Grupa hosted the leading figures from McCann agencies operating in Europe and the US, reaffirming once again the leading position of McCann agencies of the South East Europe. The two-day meeting, held in Belgrade for the first time, leaders discussed the challenges that rapid technological advancement brings to the world of marketing, as well as the influence of local cultures on brand campaigns.
Srđan Šaper, founder of the I&F McCann Grupa and host of this conference, pointed out that this was an opportunity to share experiences and opinions about the future of marketing. “This meeting is important not only because it puts Belgrade on the map of the world marketing scene, but also helps the development of the creative industry in Serbia and the region. In Serbia, the creative industry already participates with 7% of GDP and employs tens of thousands of people. Digitalization has given the creative industry additional momentum and is important for the development of the entire region. When we talk about the future of marketing, it’s where the past is – in creativity. The better the ideas are, the more they stir emotions, the better the campaigns will be,” said Srđan Šaper.
Nannette Dufour, President, Global Clients and Business Leadership, McCann Worldgroup New York, said that it is a great advantage to be part of a global family of agencies such as McCann. “We are a global network, we are connected and we learn a lot from each other. Knowledge acquired at one place is passed on to all of our agencies. That is why we are also important for global brands, because they need our connectivity and knowledge from many different markets. Consumers want a local approach. If you understand the local culture and the role of the brand you work for, then you can create effective marketing campaigns that give results. You must have a local insight and global scale,” concluded Dufour.
Mark Lund, McCann Worldgroup UK CEO, points out that local approach and local knowledge are becoming increasingly important and that global brands are constantly thinking about how to make their message visible in local markets. “Much has changed. The number of channels and ways you can reach consumers has increased dramatically thanks to social networks and digitalisation. Everything is much faster and more complex than before. But ultimately, what hasn’t changed is the idea, and it will never change. You must have a good idea. A good idea remains the key to success,” Lund said.
“When it comes to the future of marketing,” Lund adds, “it’s clear that we are becoming more informed, because we live in the age of data, but we need the knowledge and strength to process this data. I think the data will strengthen rather than replace human empathy and creativity. Brands are important to us because they represent the set of values we want to share and make them part of our life. Good marketing is reflected through design, imagery and storytelling. These are essentially human skills. Creativity will still be in the center of what we are doing.”