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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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Home Topic of the week

Žiga Drofenik: Good creatives who make ads for the bolder, more ambitious brands, give great importance to music in advertising

Maybe marketing budgets in East Europe still don’t allow for the most ideal choice of music for some ads, but we still try to give our best

16/12/2015
in Topic of the week
2 min read
Žiga Drofenik: Good creatives who make ads for the bolder, more ambitious brands, give great importance to music in advertising

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Photo: Muff – Naj sije v očeh

We have dedicated this week’s theme to music in advertising. We asked four composers and sound designers to give us the answers to three questions related to their work in advertising.

Žiga Drofenik graduated in marketing at the Faculty of Economics in Ljubljana, after which he sailed into the world of advertising, and spent seven years in the communications agency Pristop. His last year at Pristop led him into the world of music through his participation in the organization of concerts by The Killers, Florence & The Machine and Gossip. He has spent the last five years working in the company IMC MP Ltd. which is the official representative of Universal Publishing for Slovenia and the wider region. He deals with the protection and sale of copyright in music production, and all production aspects of this work related to the media, producers and collective organizations.

MEDIA MARKETING: How much is music appreciated in advertising today?

ŽIGA DROFENIK: Good creatives who make ads for the bolder, more ambitious brands give great importance to music in advertising, because they are aware of the long-term effects of sound branding and, consequently, a better response to the brand. Maybe marketing budgets in East Europe still don’t allow for the most ideal choice of music for some ads, but we still try to adapt to each individual client and look for the optimal choice for them for each TV spot. When it comes to commissioned music, which we create with the help of Slovenian composers, we are especially attentive to the “impact” that commissioned composition may have on the local musical scale.

MEDIA MARKETING: From where do you draw your inspiration? From clients’ briefs, the ideas of the creative director, or is it all a matter of talent and experience?

ŽIGA DROFENIK: I find inspiration in the everyday monitoring of news in the music industry, new music offered by the Universal Publishing catalogue and the global trends of music in an ad block, so even before receiving a brief from a client, and the idea of creative director, I’m ready for the optimal choice. Still, the creative director and director of the TV spot are those who usually guide my work with various references either from the world of film or music.

MEDIA MARKETING: Is there a work you are most proud of?

ŽIGA DROFENIK: In 2012 we modernized the sound branding of POP TV for the client Pro Plus, based on their brief, and in cooperation with the Slovenian group Muff. The final result of this project was a new composition by the band Muff called “Naj sije v očeh”, which was the most broadcast Slovenian composition on radio stations in 2012 and the third in all worldwide competitions. POP TV still has the same background music, and the music video on YouTube has had over a million views so far.

Video – „Naj sije v očeh“

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