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    Mladi Lideri

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    Institut-Terra-naslovnica

    Instituto Terra inspires new work by Gilberto Gil

    effie-slovenia-naslovnica

    Knowledge and inspiration on the 1st Effie Day

    cannes-delfin-naslovnica

    Curtain up for the Cannes Corporate Media & TV Awards 2021

    craft-jury-naslovnica

    Golden Drum represents Craft Jury, which will be chaired by Damisa Ongsiriwattana from Bangkok

    cockta-naslovnica

    DROM agency for COCKTA

    warc-naslovnica

    WARC Awards for Effectiveness 2021: Call for entries and juries named

  • Weekly topic
    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.

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

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

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    steven-farell-naslovnica-nova

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    Pripravljeni na vse, kar sledi

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    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

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    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

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

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    francis-ingram-naslovnica

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    Three questions for Petra Krulc, Senior Vice President of Celtra

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    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

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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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