Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ejub Kučuk, with credits to Ilarija, Azra, Đejla and Dajana; MITA Group
Dear Ekrem…
“You can’t build a reputation on what you’re going to do,” said Henry Ford. So we don’t build a reputation on what we plan to do, but on what we do every day and on what we educate ourselves for every day, trying to enhance quality in areas that we deal with. Maybe we’re not like some widely publicized agencies in the region that win big awards, but because of the continuing education around the world, our strategies sell products and services of our clients.
Beginning in September, we booked our seats for the big dmexco conference (digital marketing exposition & conference) held in the beautiful city of Cologne on the river Rhine. This is a digital conference which this year received more than 40,000 guests (some say more than 50,000) – experts in various fields of advertising, eager for knowledge. Add to this number 550 top-level world experts and leading figures of companies like Google, Facebook, Yahoo, Snapchat, Lego, P&G, Mondelez, WPP…
I am glad that this year, in addition to the five of us from the agency MITA Group, here in Cologne are Dario and Mario Šimić from Klix, as well as a couple of colleagues from two other agencies that work exclusively for foreign markets (the Netherlands and the United States). Not enough, we agree Ekrem, but you know that we come from a country that is known for its great achievements in advertising, so no one needs new knowledge, right :-)
Our team comes from different areas of advertising (creative, media, PR, digital, mobile apps, event management and strategic planning) so we shared venues to attend as many lectures as possible – according to affinities – and in breaks we enthusiastically summarize experiences and exchange all that we have learned. If a person is realistic and honest with himself, a conference like this also helps them assess their own knowledge. It helps to self-assess and determine how much you still need to learn so the clients could have in you the best partner in Bosnia and Herzegovina.
They say that knowledge is worthless if not shared with the others, so we will reveal for you what we learned the first day of lectures:
– “Let’s Be Brave!” – it’s a sentence uttered by many of the lecturers, encouraging us to muster the courage and dare to be ourselves, in order to differentiate from the mass of others like us.
– Listen better to the target groups – feel their real needs, and only then the desires of our clients. After that, merge the two together and you get successful campaigns.
–Marketing and Ad industry – many world experts single out ads from the mass of marketing tools and give them a special, we can even say a place of honor. Ads now have an unavoidable strategic function;
– Creativity in media grows day by day. – We know that the definition of television has changed. TV is no longer synonymous with the cozy time on a couch in the living room. Now it’s your accessory – it’s present on your phone, tablet, laptop… so we have to let our imagination run free to reach our target groups, and make media plans in accordance with all the devices that people use.
– TV + digital = the only guarantee that our campaign will have a strong influence on the consumers.
– “Nielsen is fraud” said Sir Martin Sorel, chairman of WPP in a panel with the CEO of Vice TV. Many lecturers from the US are also not in favor of the current models of research and ratings measurement. They consider the existing approaches somewhat ridiculous, unrealistic, and they hope that someone will offer more optimal solutions to the market. As Linda Yaccarino from the NBCUniversal put it: “We can’t fix what wasn’t measured properly!”
– Big data is the most frequent buzzword at the conference. Data, data, data… Analysis, analysis, analysis… and based on all that, strategies and creative are made.
– The third rider of the apocalypse :-). We have a feeling that the industry is in frantic search of another player – or several of them – that would challenge Facebook and Google at least a little.
– Millennials are disappointed and frustrated with the traditional media, and this has picked up steam along with the presidential campaigns in the US.
– Creativity is the story and the most important currency that differentiates a company. Innovation is how we apply the idea, and the technology is what helps us implement it.
– The time of “hybrid” experts is coming. Only persons who can do multiple jobs will survive in the industry. Luckily, all of us in the region have strong multitasking orientation.
In addition to lectures, it is very important to visit a large number of halls where hundreds of companies, media and publishers have their own stands, presenting software, their media plans and projects for the future. It would be good for the entire industry to come once a year to this event and improve their skills.
Note: If you sign up on time, registration is free, while just before the conference you have to pay a few hundred euros to attend this great conference.
Best regards from Cologne for you and the readers of Media Marketing from Ilarija, Azra, Đejla, Dajana and Ejub.
P.S. before us is another day of lectures, and we eagerly await new experiences!