By: Amir Sipović
Jelena Viktorović Ivanović (28) works as a Senior Account Executive in the agency Leo Burnett Belgrade. This is her take on the past year, and her vision of the current one.
Jelena: I often avoid recollection and making a retrospect of the events in the year that we leave behind. But now, when I have to do it, it seems that I could talk for days on the topic and recall all the beautiful and less beautiful moments.
It’s an understatement to say that for me the year 2015 was turbulent both in business and private life. It was as if falling out of a moving city bus. :)
We worked on campaigns that have become the most notable in our country. We worked for days – and nights – ‘firing out’ solutions within a few hours, but also in a number of months. This year was marked by unbelievable deadlines and clients’ requests. Everything was happening at the speed of light, and when I think about it more closely, I can’t remember a single moment of boredom or not having something to do. In any case, 2015 was, in my opinion, more than successful, already because of the fact that we haven’t allowed a single client to leave us, but we only attracted new ones and expanded Leo Burnett’s ‘brain pool’.
It’s not easy to make predictions and expectations for the year ahead, because we work in the time and in an industry that suffers changes on a monthly or quarterly level. I would rather turn to the desires, hopes and plans for 2016. As much as 2015 was good, I wish 2016 to be even better. I wish more laughs more understanding for each other, because that’s what adorns the advertising industry. I wish that arguments and discussions, which also adorn our industry, be constructive and instructive. I wish that we will socialize more and full of optimism and defiance face the future and its challenges. As before, I simply wish to believe in that saying: “Creativity has the power to transform human behaviour.”
