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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

European meeting of Weber Shandwick offices in London: Knowledge and creativity can only succeed in symbiosis with new business and satisfied clients

Be creative and hungry!

17/05/2019
in Featured, Opinion
2 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Borislav Miljanović, CEO, Represent System

In the second week of May, I’ve spent two days participating in the European meeting of CEO’s of agencies in the affiliation of the world’s largest public relations network, Weber Shandwick. After a few missed years, the new leadership has organized an excellent gathering of leading people on the topic Where is this big global communications ship of ours sailing? I met with dear people, colleagues whom I’ve been in contact with for years, but haven’t had a chance like this to meet and discuss our joint future.

My first observation was how big multinational companies, such as Weber Shandwick, tackle the challenges of rapid changes in communication. Well, by acquiring the best. Over the last three years, our network has acquired, among others, three digital agencies and one of the most award-winning PR agencies in the world, the Swedish Prime. And we all usually think that these people, when they sell their agencies, go to retirement or to other businesses, but this is not the case gere. These Swedes, who have turned their agency into a miracle, were appointed to key European positions and now use their knowledge and experience to transform Weber Shandwick in the direction of a modern communication group with different knowledge and specialties.

It turned out that all that we have been doing in the Represent since 2015 is exactly what needed to be done in order to steer the traditional business of public relations towards the digital content future. Our only disadvantage is that we are in the small and poor region of the former Yugoslavia, which as such is not considered interesting on the global business map. And still, we are one of the major operations in Europe and we have the most reputable list of clients we are particularly proud of. The fact that our average client retention is over eight years, and the staff turnover is below 5%, has caused a great deal of attention from our colleagues. Icing on the cake was the initiative of our Finnish colleagues that in the future all of their video content will be entrusted to us for design and production.

And ultimately, communication is changing, but agency business isn’t. Knowledge and creativity can only succeed in symbiosis with new business and satisfied clients. After all, we are all in a big and dynamic industry where creativity is an unused art without new and satisfied clients, but in real packaging it is a rocket fuel of digital communication. And finally, my favourite message from one of the presentations given in London is: Be creative and hungry!

 

Tags: PRRepresent CommunicationsRepresent SystemSerbiaWeber Shandwick
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