Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
Photo: McCann Worldwide, Network of the Year
After the past two days in which first I, in my diary, and then Boštjan Prijanović in his column, criticized some things about the Golden Drum, it would be fitting to calm the passions now and turn to the future of the festival. Golden Drum is not something we should have, it is something indispensable that we must have. First of all GD is several steps above the national festival, even if for the opportunity of the agencies from the region to show that they are able to brawl with – as Mirko Ilić would put it – the stronger guys. Cannes Lions, awards at New York Festivals, ADC*E, D&AD and other major festivals can be considered positive incidents, but the Golden Drum is a great opportunity, as evidenced by the fact that Donald Gunn included it in the Gunn Report. This year’s harvest was excellent – five Grand Prix awards, numerous gold and silver drums … An important prize is also the Golden Drum Adriatic. Whether or not it truly is Adriatic, whether Serbia and Macedonia don’t have access to the sea… as long as the politicians don’t agree what we should be called, I consider this to be the most appropriate name. And the fact remains that we will need to get a new name. The area of the former Yugoslavia is a good market for companies but also for advertising agencies. To run away from this fact simply doesn’t make sense.
Golden Drum is not dead!!! It’s sinking, yes. But not that deep and fast that it couldn’t be pulled out to the surface with a smart strategy.
What is necessary for the GD to return to the path of the old glory?
First of all, strong management – strong and highly disciplined organizational structure. This year, Mojca Briščik and Mojca Majhen did more than anyone else would do if they were in their shoes. Neither Mojca Briščik has eight arms, nor is Paideia a giant agency that would be able to independently tackle a complete organization of the festival, nor can the years-long descend of the Golden Drum be stopped overnight. Now, immediately, it is necessary to create a team of the SOZ and agency Paideia, supported by external collaborators, who will take over the management functions for each segment of the festival (program director, director of the competition program, Marketing, Sales, PR Manager, Event Manager…). No later than the beginning of December, strategies should be created for each segment in order to have time to submit bids for sponsors.
After that, a detailed reconstruction of the competition program should be done. As much as I tried, I couldn’t understand the concept of the competition, nor could I follow on the final night who was receiving an award in which category. Everything should be simplified.
Golden Drum now mostly needs friends. Lots of friends. A group of friends from around the region and from countries that the festival covers must gather around its management. These should be people of prestige and influence in the advertising industry – people who will lobby for GD, who will spread the word about the festival and advise its management. There are people who will gladly accept such a role. Not ambassadors, but friends. Ambassadors act only outward, friends act both outward and inward. Interaction. I think that’s what you could call it.
A strong support of the Slovenian advertising industry is needed. Yesterday I was scolded a couple of times because I wrote about an almost organized boycott of the festival by Slovenians. First I was rightfully scolded by Dali Bungič, director of the agency Luna TBWA. Rightly so, because Luna designed the visual identity of GD and led the communication. Luna brought Darre Van Dijk from their network, who held his lecture before a packed hall. Dali organized the regional meeting for which the GD received a number of participants more, Luna strongly supported the Festival on its social media channels, Luna was the only Slovenian agency to win an award – Silver Drum for campaign Laško Beer Forecast. Luna TBWA – My hat’s off to you! There were also two or three reactions from other agencies that justified their absence with steep registration fees (700 euros), they didn’t plan the budget on time, and yadda yadda yadda… Yes, some agencies have sent their people. Perhaps they were there, but I did not see the leaders of Slovenian advertising industry, or anyone from the agencies who were traditionally at the SOF year after year, except for Aljoša Bagola, who was a member of the jury.
Unreserved support of the City of Ljubljana and Mayor Zoran Janković is also needed. At the award ceremony mayor Janković received countless compliments from award winners for his city, so this has probably motivated him to more seriously contemplate the Golden Drum when he plans the budget for next year.
I don’t believe that the people of Ljubljana even knew that such an important international festival of advertising was taking place in their city. If the advertising industry is not able to create an atmosphere where Ljubljana would live in the rhythm of the Golden Drum for three day, then I don’t know who can. There need to be exhibitions, concerts and other events that would engage the citizens of Ljubljana in the festival.
It also takes a little brazenness, arrogance and courage to put everything in order, and create a program that will attract more participants.