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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 – 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

Why should you work in advertising?

We bring you a Brit's perspevctive on why advertising is one of the key industries

17/05/2016
in Opinion
2 min read
Why should you work in advertising?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Dan Wilks, Deputy Director, Credos; Source: Creativepool

Jacques Séguéla founded the ad agency RSCG. He was also the author of a book called “Don’t tell my mother I work in advertising. She thinks I’m the piano player in a brothel.”

According to our data, one in three of advertising’s future leaders sometimes feel they must apologise for working in the industry – but Séguéla’s book came out in 1979, so this isn’t a new phenomenon.

And for a sector that knows so much about selling for other people, advertising hasn’t always done a good job of selling itself. In fact, over 60% of advertising types think that advertising’s best years are behind it. We’ve got a bit of an image problem.

You can’t shrug it off as self-awareness – MPs and the public hold a higher opinion of advertising than its own practitioners do.

But advertising can be a punch bag, and repeated knocks to the head have certainly shaken our confidence.

There are occasions when the criticisms are fair – you won’t find many of us stepping up to defend “Are you beach body ready?”

But by and large, that’s not representative of modern advertising. And although there’s no end to the list of types of jobs in advertising today, there’s one thing that ties them all together: they make a real difference.

Never more so have jobs in advertising made a difference – because never has advertising been so critical to our economy, society and culture.

Advertising revenues still pay for all the culture, media and sport we enjoy. In fact last year, a record £20bn of adspend flooded our media – supporting TV productions, bus stops and British film. But now the majority of advertising is spent on the internet, supporting services that are integral to all of our lives – despite in many cases not even having been thought of 15 years ago.

Britain’s world beating digital economy has turned our advertising sector into global digital leaders too. We have the third biggest digital adspend market in the world, and as a share of total spend, no others are as mature.

All that despite still being world-renowned for creativity. Only the US wins more Cannes Lions than the UK – and when you compare the gong-tallies with respective economy size, we leave the Americans in the dust.

And that award-winning creativity doesn’t just get you Lions and Pencils. It makes a real difference – now more than ever. IPA data shows that creatively-awarded campaigns are on average 11 times more effective than those that didn’t win creative prizes. With the reach and accuracy of data-driven advertising, your social campaigns can change behaviour for the better, all over the world, in matter of days.

It all adds up to a contribution of over £100bn to GDP every year, over 550,000 jobs supported, and a world of art and media and sport that we all want to live in. And I’m told it’s good fun, too.

It’s not quite that piano player gig, but nonetheless… good choice.

Tags: AdvertisingOpinion
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