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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

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    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

Use this time to kickstart change

This is a chance for the advertising industry to be a source of inspiration and new visions, push positive ideas, and join in creating new opportunities for various industries, and for humanity, however exaggerated that may sound right now

21/09/2021
in Featured, Opinion
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Author: Andrea Stimac, odit.ch

English translation: Hannah Maurer

The world has changed many times and is changing again. We will all have to adapt to new ways of living and working and new relationships. Like all change, some will have lost more than others under the new circumstances, and some will find themselves.

Exactly a month ago I gave a couple of lectures at the Hult Business School on Driving Change With Management Innovation and Design Thinking for Social Impact, where I put an almost apocalyptic focus on uncertainty, which was a little weird at the time. Just two weeks later, countries started closing their borders, we were working from home, and going to the shops in masks. You know the rest… Uncertainty is now part of everyday life, which is why you should use this time to kickstart change in your agency, for your brand, and in your relationship towards work and your employees.

These days, we all want things to get back to normal quickly. What most of us probably haven’t realised is that they won’t go back to normal after a few weeks or even a few months – some things never will. 

In advertising, we are going to see a process accelerate that some brands have already initiated: flexible investment in marketing communications and expanded marketing vis-à-vis digital business practices, new products, repurposing existing production capacity, technological innovation, and new business models. We are also seeing some brands adapt quickly to change and investing in new ways of doing business that take advantage of people being at home, talking to each other on digital technology, and using home deliveries like never before.

For sure, even those who have fallen behind in transforming their businesses, whether by introducing new technologies, using flexible contracts with employees, managing change and innovation, intergenerational management, or fostering remote working, will in the end embrace change and adopt the new mindset to apply innovative organisational models. My advice: it’s better to be ahead of the curve in implementation than a perfectionist.

I expect that overall investment in marketing will fall for a while, but that socially useful and purpose-driven marketing will actually pick up in the coming months. I also think brands that want to beat the situation will find it hard to do without investment and change management.

Right now, nobody can say what’s going to happen with any certainty. No matter what form the recession takes, consumer, entrepreneurial, and media demand patterns will certainly change, as internet and digital trends that started 10 or so years ago accelerate.

As we exit recession, traditional advertising, marketing, and brand positioning will be reinforced by investment in digital media, whether it’s additional or itself transferred from traditional forms. Consumers, agencies, brands, and media will accelerate business through new technology and new business models. This is a great opportunity for us to experiment with our business model in the advertising industry and with how we work:

  • Accept uncertainty
  • Be relevant now
  • Start thinking long-term
  • Foster instant innovations
  • Promote forward-thinking and flexible working
  • Be future-fit leaders

At a time like the present it can be easier to focus on uncertainty, difficulty, and the frightening things happening in the world. But it is also a chance for the advertising industry to be a source of inspiration and create new visions, push positive ideas, and join in creating new opportunities for various industries, and for humanity, however exaggerated that may sound right now.

Achieving that level of harmony and cooperation will make trust particularly important as we move forward. I optimistically believe the advertising and marketing industries will accept trust’s vital role and importance in how they conduct their operations, throughout all their segments, activities, and areas of expertise, and for forging new partnerships and succeeding in business under whatever new order emerges.

People and organisations across the world are trying to navigate these unprecedented times. Unprecedented times bring unexpected opportunities. So, if you are interested in navigating a radically different future, sign up for the virtual event Accelerate Change for Growth.

Now, find a quiet room, close the door, and stop fussing over the new dynamics of working from home, for which almost no one has any proper training. Interruptions and informalities are part of our new reality and today we are all Prof. Kelly, or BBC guy.

Tags: Švicarska
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