Helping brands to stay in shape

Interview for CorD Helping brands to stay in shape

We have asked Marko Pešić, Executive Director of OvationBBDO advertising agency from Belgrade, about the year behind him, why it is important for brands to be fit and what are the challenges advertising industry in Serbia will face in 2017.

1. How would you rate previous year in terms of business climate?

We are satisfied that we have managed both to fortify relationships we had with existing clients and establish cooperation with new ones. OvationBBDO progress lays on three important facts. First, there is organic business growth, which is a result of agency’s teamwork with our clients. Second track is based on our international projects, and third is acquisition of new clients to our portfolio. Of course, each of these three facets is based on development of human resources inside agency and new talents adding.

 2. You mentioned international projects. Are local agencies creative enough to make business opportunities for them in other markets?

For us, the fact that we are able to set up and execute projects designed for other markets, at the same time inspires us and obliges us to clients who gave us opportunity to work on them. Projects we did for Pepsico in Russian and Greek markets show us that Serbian agencies can be competitive outside Serbia. These projects were developed in close cooperation with the client, they demand significant commitment and bring great honour for us.

 3. What is for you, as one of our most awarded agencies, next professional challenge?

Awards we’ve been taking are important signals that we are permanently doing good job. They honour the final product – project which we sign, but in the background of the award is a healthy, even-handed communication with a client, focused work and creative leaps. We continue our work with clients with the ambition to advance our further cooperation. Cherishing current relationship is a professional challenge and we know that it benefits both sides. Of course, expansion of our client base, diversification of our portfolio and upgrading our agency work are other challenges for us in 2017.

4. What would you suggest to your clients and their brands about investing in advertising in 2017?

We’ll advise our clients to apply “barbell strategy” in developing their brand. That means that, on one side of the imaginary barbell clients are using for brand-building, recourses should be directed in low-risk investments that bring safe income, and on the other side of the same barbell should be investments that are riskier, but also, potentially, more profitable. Of course, we support clients in low cost investment approach, but this way we’ll try to encourage them to step into more creative ventures, because potential of these kind of benefits could be outstanding. Perfect balance between the two brings the optimum results. Our job is to get brands fit and secure they stay in shape to challenge competition. This strategy will also be the topic we will present to clients and colleagues at Marketing Mreža’s conference “Izazov”.

5. How will 2017 be different from 2016 in terms of business?

This year will look like previous one. New elections are coming up, which will create certain market distortion in our industry, but we are prepared for adjustment. Besides that, further market integration of several big global brands might also set new industry standards and challenge market players. Advertising industry will have to answer these challenges.

We, at OvationBBDO are ready.

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