Drugi jezik na kojem je dostupan ovaj članak: Bosnian
As part of the educational program AcademIAA, organized by the Serbian branch of the international network IAA, creative directors of McCann Belgrade Jana Savić Rastovac and Vladimir Ćosić were among the first to meet with the participants of the program, and gave an interesting lecture entitled “Who’s who and what’s what in the creative?”
Since they continually strive to actively contribute to the development of the profession and talents of young people, they wholeheartedly accepted the invitation to participate in this program. “Lecture ‘Who’s who and what’s what in the creative?’ and the meeting with young colleagues from our profession are among the more joyful events in our business calendar. In addition to the basic concepts, information and processes related to the creative department of a large agency, we conveyed to our colleagues what we think is the essence of our business – the joy of creating ideas and opportunities to shape popular culture. The energy and the interest of this excellent, motivated and intelligent group of young people leaves us with the impression that the most exciting things are yet to come,” said Jana and Vladimir on this occasion.
Students of the AcademIAA program had the opportunity to get to know the modus operandi of a renowned creative agency, learn more about the requirements posed by a market that is constantly changing and to adopt the advice that Jana and Vladimir, as very successful and recognized representatives of the profession, wholeheartedly shared with them. Vladimir said that the most interesting part of the lecture for him was the exchange of ideas with the participants, the dialogue on the subject of the profession, but also the way they think and perceive the world around them.
“Our lecture was designed so that we would convey to the audience everything that we consider essential – on the one hand hard, disciplined work, and on the other spiritual fulfillment in the process of inventing great ideas,” explained Jana.
She also recalled the topics that were discussed in lecture, and presented 5 key tips for young people who want to find their place within the creative industries:
1. One of the most beautiful, but also most difficult professions
You deal with communications. It’s a big responsibility, but also a great privilege.
2. Be ready to work outside your job description
If you care about something, step out of your comfort zone and outside the title on your business card.
It is believed that discipline and creativity don’t go hand in hand. Jana and Vladimir believe the opposite. Bring your thought processes into some kind of order. Focus in length and content of brainstorming, and be strict in the selection of ideas.
4. Stay curious
Everything is a source of inspiration. Be in touch with innovations, technology, new directions in art, politics, pop culture. Be vigilant and active in the world you live in.
5. Don’t accept the impossible
At one point everything happens for the first time. Don’t give up after the first NO. Don’t give up after the second NO either. Find a way to make your idea into a story.
AcademIAA education program will last until 10 December this year, and will include more interesting lectures by top experts.