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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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Maria Šimurina: A Letter from New York

Just as enthusiastic as I felt about my arrival to Miami Ad School, knowing that something new and big was coming, I feel in Imago Ogilvy now

10/07/2019
in Featured, Opinion
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Author: Maria Šimurina, Account Executive at Imago Ogilvy

After three intense months spent in Miami Ad School, New York, to attend the Account Planning Boot Camp, I can say that my expectations have been met and I can hardly wait to start with applying acquired knowledge in my future work at Imago Ogilvy agency. The school included work on seven clients such as Converse, Hyundai and Unicef, visits to 17 agencies from New York altogether, including Mother New York RGA, 360i, Giant Spoon, Media Monks, Ogilvy and others.

Regardless the fact that seven days in a week every minute was booked and every day was so intense and eventful, in a way I have the impression that the program lasted for a year. I am grateful for getting the widespread approach to the project from its very beginning – the strategy. It is now from the distant perspective that I realise it would not hurt to recall some basics:

Lesson 1: There is no right or wrong

I have to admit that before attending Miami Ad School I used to approach projects with a certain dose of caution and an idea that pitches are acquired by “correct answers to the brief”. It is now that I’ve come to a conclusion that a solution can be reached in countless ways, and that there is no ‘right’ or ‘wrong’ answer but rather a powerful point of view.

Takeaway: Perspective is the most valuable thing you have as a strategist.

Lesson 2: Define the problem

We are all familiar with Einstein’s quote: ”If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and five minutes thinking about the solutions.” The same mechanism applies when it comes to approaching a strategy – make sure to understand what is it that the agency is about to solve. In other words, it is impossible to expect a successful solution of a task unless we don’t know what exactly is to be resolved.

Takeaway: Make sure you are solving a problem, and not the symptoms of it.

Lesson 3: Due diligence

What makes campaigns successful is resonating with a defined target group. The reason why campaigns resonate with the target group is that they are not based on assumptions about what the consumers are like, what they like or want, but on habits related to behaviour and hidden truths on them, which are results of a research. Exactly the facts on human behaviour, relevant for the project, serve as evidence supporting the set direction of the strategy. This makes it easier to argue the idea.

Takeaway: Strategy job is a conclusion, not an assumption. 

Lesson 4: You don’t find the insight, you shape it

Here is a good reason to embrace data: insight is not searched for in a whole stack of data but shaped thanks to it. A strong insight is the one which involves a tension within, since the tension confirms the existence of a problem and indicates a revealed opportunity which the campaign can respond to.

Takeaway: Data is not an insight until you unpack it’s meaning for the audience.

Lesson 5: Briefing is never over

Briefing is not one official meeting between strategists and the creatives, but it involves all the discussions up to the moment a presentation is given to the client. Coming up to the great idea includes a constant cooperation and upgrade of minor ideas between all the members within a team.

Takeaway: If you stop thinking of the brief, you are a lazy planner.

Lesson 6: Culture comes first

Agency culture, to a considerable extent, deals with creating a psychologically safe and inclusive working environment which allows everybody to express their opinion and ideas, not only the loudest ones and those from the top of the hierarchy.

Takeaway: If there is no room to fail, there is no room to grow. 

Lesson 7: Be generous

Knowledge is maybe the only thing that no one can ever take from us, and knowledge shared is knowledge multiplied. The very current example is The E.V.A. Initiative campaign rewarded with a lion in Cannes this year, in the creative strategy category. The exact reason for the reward was sharing of confidential company information.

Takeaway: See tittle of lesson 7. 

That’s all folks!

 

1 of 4
- +

1. Maria Šimurina - Imago Ogilvy

2. Miami Ad School

3. Miami Ad School (New York)

4. Miami Ad School (New York)

Just as enthusiastic as I felt about my arrival to Miami Ad School, knowing that something new and big was coming, I feel in Imago Ogilvy now. I look forward to a fresh start with my former colleagues!

Have a good one!

Tags: Imago OgilvyMiami Ad SchoolUSA
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