Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
After two years we return to the young people in the communications industry who achieve excellent results and success in their business, thus showing the leadership skills that rank them among those who will be able to take responsibility for the prosperity and development of the communications industry. Two years ago, we presented 57 young leaders of the future, and 27 of them participated in the meeting Leaders with Leaders which we organized at the House on the Flat Hill in Mokrin.
Lira Džokić (27) is a Social Media & Digital expert at Idea Plus Skopje. She studied Art in Corporate Communications and Public Relations. During her studies she has worked on many projects and has thus gained practical experience. After her studies, she worked at the digital agency New Media MK and the architectural studio Life Style Factory owned by Tanja Dobrovocki, before joining the Idea Plus agency in 2015.
When Lira joined Idea Plus in 2015, the agency had no digital department. Lira introduced this area into the creative department and started organizing all the digital work for many of our clients. She handles the direct communication with the clients, as well as creating the concepts and overseeing the design team when it comes to social media and digital.
MEDIA MARKETING: You are in the communications industry because you love that job, or simply because you have to do something?
Lira Džokić: It’s definitely love. If I didn’t love what I do, I wouldn’t be able to overcome all the obstacles that came along. I wouldn’t be able to grow, to develop, to learn and surely I wouldn’t be where I am now. You either love what you do and give your maximum on a daily basis or you don’t do it at all. That’s been my guiding line since I can remember.
MEDIA MARKETING: You came to the Idea Plus Skopje two years ago, at the time when the agency didn’t offer services of digital advertising. It was you who introduced this communication channel into the creative department and quickly gained clients. How did it go?
Lira Džokić: That was one of those “go with the flow” moments. Everything happened spontaneously. It was interesting that I came to do something completely different. But, everything fell into place so that I ended up in the position where I should be. Where I could give and create much more. The best thing was that there was no pressure, no restraint and overthinking. I simply accepted the responsibilities as they came along without any doubt or fear. And, believe it or not, thanks to your question, I am only looking back on that now, since everything happened so naturally, which is truly incredible. Ha, ha, good question.
MEDIA MARKETING: Where did you gain the knowledge in digital that you successfully applied in Idea Plus?
Lira Džokić: From the time I was studying, I started getting into this segment of advertising. We had various projects for real clients where we had to implement the most adequate communication tools. Of course, we couldn’t avoid digital channels. At university, as well as at every job I’ve had in these last 5 years. Luckily, sources of information and knowledge are more easily available to everyone who wants to learn something new, and even more – on-line courses, abundance of books, blogs and articles… It is something I practice to this day and, knowing myself, I won’t stop doing it. However, every word you read and every video you see are in vain if you don’t start applying all that and if you don’t experiment outside of the templates. That’s the real school.
MEDIA MARKETING: What are in your opinion the advantages of digital communication in relation to classic communication channels?
Lira Džocić: The fact that you have an amazing possibility to establish personal communication with the public. To connect with everyone and to discover things which otherwise, through the use of the common channels, would remain unknown. You have the possibility to be open and friendly and to build your relationship with every individual. To set aside all the formalities and simply talk and build mutual trust and understanding.
MEDIA MARKETING: How is the market of digital marketing in Macedonia?
Lira Džokić: It’s rapidly growing, which makes me very happy. There’s nothing better than a healthy competition. There’s a certain thirst and motivation to improve the day to day work. There’s an explosion of creativity, different approaches and styles. And it all makes you see things from new angles and think in a way that hasn’t existed before at all.
MEDIA MARKETING: What should young leaders learn and apply from their older colleagues?
Lira Džokić: That it’s a “long run” and you have to be prepared to run it. Work discipline and ethics, continuity and consistency in your work and delivery, treating each client, or a project, with the same respect and attention, regardless of its size. As much as I love the digital world, I cannot close my eyes and ignore its influence. People are used to fast information and short pleasures and when they’ve had their fill, they immediately look for something new and different. That is reflected on everyday life and it becomes a part of their character. The focus is on the short and strong stimulation, and when that ends, boredom prevails. When you realize and overcome that moment, you have the possibility to love something for a very long time and enjoy it every day.
MEDIA MARKETING: And what should they definitely discard from that legacy?
Lira Džokić: Letting the desire for attaining a position overshadow the love of the work. I believe that the choice of work in many cases was made by a sincere and pure wish that produced unbelievable motivation. You know that kind of wish that creates a picture in your head how and what it is going to be and how it will be the best if it comes true? Well, it has come true. Enjoy! You are lucky to do what you love, that’s the greatest reward. Everything else will come in its due time.
MEDIA MARKETING: When we talk about crazy and bold ideas, there’s a general opinion that the communications industry is gripped with fear. Agencies are afraid of losing a client, clients are afraid of losing business. How to overcome this fear, and how much can you, young people, contribute to overcome this situation?
Lira Džokić: I believe that losing clients and work is inevitable if you stick to that fear. Fear is the greatest impediment in life. It’s like you’ve raised your car’s handbrake and you still want to drive and get somewhere. When we get rid of all the fears, we are going to find our place under the sun. I think that the biggest restraint is that everyone is focused on pleasing someone else’s needs– agencies the needs of the clients, and clients the needs of the public. While the public all along is thirsty for something different and something that is going to surprise them. It’s a vicious circle and when you step aside you realize that it only grinds and breaks everything apart. If we let go of our fears and step out of our comfort zone, everyone will be able to enjoy their piece of the cake. The agencies will find the clients that like them and have the need of agencies’ style and way of thinking, and the clients will have consumers and fans that understand them and share the same values.
MEDIA MARKETING: What would you advise to your peers? To join you in this industry, or to try to find a better job?
Lira Džokić: To find whatever it is that wakes up the butterflies in their belly. To try out different jobs until that feeling appears. When it appears, they should go ahead with all their might and never give it up. That’s the thing that is worth fighting for.
MEDIA MARKETING: How do you envision the future of digital advertising?
Lira Džokić: Honestly, I try not to think about it. I want to leave some space for “the element of surprise” and the euphoria that comes along with that. I focus on what is going on now and how that can be used in a different way. Everything happens so fast and new things keep popping up, that I have the feeling that we are not using to the fullest the potential of the tools and the possibilities available to us. Therefore, the only thing I’d like to happen is a nice filtration and cleansing according to the needs. In my opinion, there is no need for everyone to use all possible available tools. Sometimes that inflicts more damage than it gives good results. Occasionally, it is really necessary to do a good “clean-up”. It’s the same when you organize a de-cluttering of your home. You see what you’ve got, put aside the things you really need and use, make a list of the new things that are necessary to you, and the rest you either throw away or give to someone who really needs it. At the end of the process you can sit down with a new purified energy, finding yourself surrounded with the things you truly need. Without tripping over something that you don’t even know why it’s there.