IVA MITROVIĆ, DIGITAL CREATIVE DIRECTOR, FULLHOUSE OGILVY (SERBIA)
MILOŠ ĐURĐEVIĆ, CREATIVE DIRECTOR, FULLHOUSE OGILVY (SERBIA)
A well written brief is a challenge.
If we imagine our project as a white sheet of paper, the brief is the margin and the space within it is our playground. Of course, it doesn’t mean that sometimes, we can’t continue to play on the floor, table, wall or any other available surfaces.
An average idea can shine in execution, while even the best ideas have been known to fail on delivery. Execution.
In its essence, idea is egoistic. It cunningly leans on its ancestor ideas, and at the same time, shamelessly tries to hide their existence. Execution is like a brat – it asks too much to be satisfactory. I like them both.
Innovative is something outside the patterns of thought and action that we automatically gravitate towards.
Innovative campaign is every campaign which challenges the status quo. Unfortunately, here, status quo is like air and water – a kind of prerequisite.
The results are easily measured on digital. The true challenge lies in setting the right KPIs and understanding the numbers and their interconnectedness. The ways in which we measure results in the so-called traditional media in Serbia are unfortunately quite arbitrary.
There are many parameters and methods for measuring success. But in the end, success always depends on the point of view. Everyone tries to scoop a prize which suits them best – creative agencies – awards, research agencies – clients, clients – business plans.
It depends on the client, product, target audience. One channel whose importance can never be overstated (but tends to be overlooked by creatives) certainly is – point of sale, whether it be a real or a virtual space.
Word of mouth.
Do you have a film that might be of interest to the viewer or one that you want to make them see?
Sometimes, I tend to think that this difference is being made only in this place.
No – if we think about the real cultural revolution. But, in the context of ephemeral influence on cultural trends or aesthetic patterns of zeitgeist – for sure.