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    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?

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    Scott-Gould-naslovnica

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    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Do Brands Always Need to Sell Aggressively to Grow?

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    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

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Home Young Leaders

Mladi liderji – Gregor Firbas, Futura DDB: Spremembe so edina stalnica v digitalu

Podatki o kupcih in njihova pravilna interpretacija ter iz tega pridobljeni uvidi bodo ločili uspešne od manj uspešnih

31/05/2019
in Young Leaders
4 min read

Pogovarjala se je: Asja Dupanović

Gregor Firbas je direktor digitalnega področja ljubljanske agencije Futura DDB, digitalni naturšček z 10 let izkušenj v marketingu. Polovico tega časa delal je kot marketing manager v CEE regiji. Med njegove reference štejejo: Spar, OBI, Volkswagen, McDonald‘s, Perutnina Ptuj, Dana. Najraje dela na projektih fokusiranih na mlade, v prostem času pa rad igra golf, potuje, kuha…

MM: Kaj te je privedlo do tega, da si začel z delom v oglaševalski agenciji?

Gregor Firbas: Svojo karierno pot v oglaševanju sem začel med študijem, kjer sem kot freelancer za oblikovanje in razvoj spletnih strani sodeloval z različnimi oglaševalskimi agencijami. Kasneje me je pot odnesla k naročniku, kjer sem več let delal kot marketing manager na retail področju v CEE regiji. Nazaj v agencijske vode me je po eni strani pripeljala želja po širini in izzivi različnih branž, po drugi pa želja, da se bolj poglobim v digital – področje, ki mi je od nekdaj bilo najbolj pri srcu.

MM: Kje si pridobil znanje na področju digitala?

Gregor Firbas: Tam kjer je digital doma… na spletu. Ko sem začel, je bil predvsem izziv najti prave vire informacij. Danes pa je teh virov praktično neskončno in je izziv najti dobre, relevantne. Veliko uporabnega znanja sem pridobil tudi skozi sam proces dela. To so namreč neprecenljive izkušnje iz prakse, ki pridejo zelo prav, ko je potrebno v naboru praktično neskončnih možnosti digitalne pokrajine izbrati tiste kanale in stične točke, ki bodo imele najboljši efekt. Nenazadnje pa sem imel tudi veliko srečo, da so me vedno obkrožali super sodelavci, specialisti na svojih področjih, od katerih sem se lahko veliko naučil.

MM: Tvoja pozicija v agenciji je direktor digitalnega področja. Kaj to pomeni pri vsakodnevnem delu? Kako izgleda tvoj delovni dan?

Gregor Firbas: V Futuri sem zadolžen za snovanje digitalnih strategij oziroma povezovanja znamk s kupci skozi različne tehnologije digitalne pokrajine. Skrbim za odzivnosti na trende v iskanju efektivnih stičnih točk in povezovanja le teh v eno integrirano celoto.

Moji delovni dnevi so zelo raznoliki in so odvisni od specifike trenutnih projektov: od sestankov s klienti, priprave in izvedbe prezentacij, strategij kampanj, pa vse do vodenja projektov, internih team meetingov in brainstormingov ter analiz kampanj. Veliko je tudi raziskovanja novih mehanik in pristopov, da so naši projekti zanimivi za uporabnike in efektivni za naše naročnike. Skrbim pa tudi za digitalizacijo internih projektov.

MM: Razvoj digitalnih kanalov je za mnoge ljudi v agencijah prehiter in neobvladljiv. Tebe ni prehitel? Kako se boriš z nenehnimi hitrimi spremembami?

Gregor Firbas: Glede na obseg in tempo razvoja je nemogoče, da bi ena oseba obvladovala celoten digital, kdor to trdi zase je ali superheroj ali pa laže. Brez dobrega teama je to nemogoče. Za to potrebuješ več specialistov, ki obvladujejo svoje področje obenem pa dobro razumejo celoto. Kar kot posameznik lahko storiš je, da imaš holistični pregled, vertikalno pa se poglobiš tam, kjer to zahteva projekt – na področju, kjer je to najbolj smiselno. Vsekakor je potrebno ostati na površju, spremljati trende in jih poskušati uporabiti, ko so ti na začetku. V digitalu se vsak dan srečujemo z novim – spremembe so edina stalnica.

MM: Z pojavom pametnih telefonov se je pozornost ljudi zmanjšala na samo nekaj sekund. Kako lahko najbolje izkoristimo teh nekaj trenutkov?

Gregor Firbas: Pravi ciljni skupini moramo preko pravih kanalov sporočati stvari, ki jih zanimajo. Pri tem nam je v veliko pomoč dobra kreativa, nekaj kar nas loči od konkurence in nas naredi zanimive, zapomljive ter posledično poslovno uspešne. Da pa lahko to dosežemo, moramo v središče našega delovanja postaviti uporabnika, o njem pridobiti čimveč uvidov, in naš nastop zgraditi okoli njegovih želja in potreb. S tem si zagotovimo (daljšo) pozornost, saj izstopimo iz klasičnega push marketinga in preidemo v pull marketing, kjer nas je uporabnik pripravljen dlje časa poslušati.

MM: Na kakšnih projektih najraje delaš?

Gregor Firbas: Vsekakor najbolj uživam v postavljanju (efektivnih) strategij digitalnih kampanj in snovanju spletnih ekosistemov, predvsem na projektih, kjer se naročnik zaveda, da je uporabniška izkušnja ena izmed ključnih faktorjev uspeha. Rad delam na projektih fokusiranih na mlade, ki so iz oglaševalskega stališča ena izmed najtežjih ciljnih skupin, saj imajo prirojen “bullshit radar” in je zato velik izziv z njim graditi lojalnost.

MM: Kateri izmed izzivov s katerimi se srečuješ vsak dan meniš da so najpomembnejši za tvoj nadaljni razvoj?

Gregor Firbas: Nenehno prilagajanje na spremembe, ki so del digitalnega DNA. Prvič zato, ker mi to pomaga, da se znajdem v kakršnemkoli kaosu. Po drugi strani pa dolgoročno, saj v poslu nikoli ni dobro, da si preveč predvidljiv.

MM: Kako vidiš prihodnost oglaševanja?

Gregor Firbas: Menim, da bo v samem oglaševanju več kvalitetne vsebine, tako sporočilno, kot tudi produkcijsko. Data driven pristop ne bo več le buzz word, kot je danes. Podatki o kupcih in njihova pravilna interpretacija ter iz tega pridobljeni uvidi bodo ločili uspešne od manj uspešnih; torej na tiste, ki bodo uspeli uporabnike postaviti v središče svojega delovanja in nagovoriti njihove želje in potrebe ter na tiste, ki se bodo to le pretvarjali.

Obstoječi kanali se bodo z manjšimi spremembami ohranili še kar nekaj časa, dodali pa se bodo novi kot npr. oglaševanje na IOT napravah v pametnih domovih in oglaševanje preko virtualnih asistentov kot sta Siri in Alexa. To bo še povečalo kompleksnost pri izbiri kanalov.

Največjo transformacijo bodo doživele TV postaje in tiskani mediji. Prve se bodo morale popolnoma prilagoditi na sodoben on demand model. Slednji pa bodo morali najti način, da zadovoljijo obe skrajnosti – tiste, ki želijo biti samo na tekočem s serviranjem “flash news” in tiste, ki jih zanima poglobljena konzumacija določenih tematik. Tem spremembam se bo moralo prilagoditi tudi oglaševanje.

MM: Kaj najraje počneš v prostem času?

Gregor Firbas: V prostem času se sproščam v naravi. Kadar mi čas dopušča, se rad odpravim na golf. Med potovanji odkrivam skrite kotičke naše dežele in sveta, ki trenutno še niso preplavljeni s turisti. Uživam tudi ob ustvarjanju v kuhinji in uživanju dobre hrane in vina; že dolgo se želim lotiti WSET certifikata.

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