Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Stana Šehalić
About two hundred projects have been entered in seventeen categories of UEPS this year, showcasing the creativity of Serbian advertising industry, as well as its readiness to rise up to the challenge of current market opportunities regardless of circumstances.
If the entered works are viewed as a reflection of total annual production, it could be said that the Serbian advertising scene was very dynamic during the year.
In the overall number of projects, integrated campaigns for years now show a stable trend among companies and brands that systematically approach market communication, using the mix of available communication tools and investing significant resources into integrated marketing communications. This year, among the clients who prefer to harmonize communication with target audiences using different communication channels, the most prominent are food and non-alcoholic beverage manufacturers, followed by the banking and financial sector and telecommunications.
Online advertising, whose share in the total number of entered works steadily rose over the past couple of years, has stabilized this year at one fifth of the total number of works – same as last year. The structure of the submitted works and applicants shows that, regardless of the kind of activity, there is investment in marketing presence on the Internet. Here, most prominent are producers of non-alcoholic beverages, food, cosmetics, as well as bankers, cultural activities and public administration.
In the category of TV spots, for a couple of years, the number of submissions has increased, as well as in the category of OOH.
Things are similar in the category of Acknowledgment for a Socially Responsible and Humanitarian Project, which received one tenth of the total number of submitted works. In this category, there has been a growing number of projects for years, which speaks in favor of social responsibility and awareness of companies.
The Creative Efficiency category which was introduced last year has recorded the highest jump in popularity, with twice as much entered works over last year.
The largest number of applicants expectedly comes from the ranks of marketing agencies, but there are also applicants from the ranks of media and advertisers, which altogether hints at the great temptations that will be placed before this year’s jury, composed of creative directors, accounts and strategists. This year there was also a significant number of those who applied for the annual UEPS awards for the first time.