You Stay Ahead by Continually Looking for a New Problems to Solve

PROGRAM SEMPL 2019 MARKETING MEDIA Thursday, 28 November INNOVATION Start. Fail. Innovate & Kick ass! Ali Mahlodji, Co-Founder, Chief Visionary & Chief Storyteller, WHATCHADO.COM European Youth Ambassador & EU Ambassador for the New Narrative, Austria Look back to drive forward PORTOROŽ Lauren Kelly, Founder & Design-Psychologist, BehaviourStudio, UK 28./29. 11. Boom vs. Doom in the Digital Age 2019 Ivan Ivanov, Marketing and Communications Manager CEEMCA, Discovery, Bulgaria www.sempl.si Three Lessons in Creative Effectiveness #sempl2019 Chiara Manco, Assistant Editor, Case Studies, WARC, UK Is Voice the New Click? Simon Dunlop, Co-Founder, Instreamatic London, UK What Is Conversational Commerce & Why You Should Care Tim de Boer, Business Development Director, Liveperson, The Nederlands The Mindset Of Unlocking Future Opportunities Jonathan MacDonald, Private Advisor, Keynote Speaker, Bestselling Author, UK Success in the Digital is an Inside Job: In-housing for Competitive Advantage Alessandra di Lorenzo, CEO, Forward, lastminute.com’s media company, UK How to Rock Experiences at Scale Maëva Le Rosch, Director of media Europe, Mastercard, UK The Secret to Growth in Digital Marketing Stefan Carrington, Founder at Poplartree & eCommerce Revenue Growth Consultant at Electrolux, UK Friday, 29 November Silence: In the Age of Noise Erling Kagge You’ve got the best fuel for our marketing tools Momchil Elenkov, Telco & B2B Partnership Director, Rakuten Viber, Bulgary Planet Audio 2025 - Audio use of the Future Charlotte Hager, Founder and Owner, Comrecon Brand Navigation Institute, Austria The secrets of the voice or how it impacts on your media messages Emma Rodero, PhD, Researcher and University Proffesor and Director, Media Psychology Lab, Spain Demystifying Digital Influence Maddie Raedts, Founder and CCO, IMA, The Nederlands TikTok and the Gen Z revolution Maira Genovese, Founder & CEO at MG Empower, UK How to Integrate Traditional and Online Media Samuel Scott, Marketing Speaker and Columnist for The Drum, Israel Brand vs. Bland Vikki Ross, Copy Chief, UK What Great Innovators Do Differently Greg Satell, Innovation and Transformation Advisor, USA Marketing with Attitude Phil Kemish, Brand builder, award-winning marketer & international speaker passionate about positively impacting people & the planet

DEEP DIVE, DAY 1 DEEP DIVE, DAY 2 How design can(not) affect online sale Power breakfast session: How to empower an Innovative Culture Emma Rodero Greg Satell Saša Stanković, Digital Media Manager, mmb media agentur, Croatia Greg Satell, Innovation and Transformation Advisor, USA Jonathan MacDonald Power BI: Set up your own marketing dashboard Mobile-first creative approach on Instagram Rok Pirnat, Director at B2 BI, Slovenia Eva Škedelj, Head of Facebook Slovenia IT’S HARD YOU STAY AHEAD The love affair of Content Marketing and SEO Fake News in Marketing COMFORT ZONES Sabina Bevc, SEO and Content Marketing Manager at Red Orbit, Slovenia Iztok Sila, Founder at Sila Consulting, Slovenia TO PROVOKE BY CONTINUALLY What the heck is Native? AI Impact: 7 tips for enjoyable drive time ARE NOT WHERE Isabel Becker, Customer Success Team Lead Europe & International at Goranka Jednak Maksimović, Head of Radio Production Unit RTV Vojvodina, Audio Content Zemanta, an Outbrain company and Simon Pekolj, Customer Success Consultant, Serbia, Emma Rodero, PhD, Researcher and University Proffesor and Director, EMOTIONS WITH LOOKING FOR A THE MAGIC Manager at Zemanta, an Outbrain company Media Psychology Lab, Spain, Charlotte Hager, Founder and Owner, Comrecon Brand Pitch to win Navigation Institute, Austria and Simon Dunlop, Co-Founder, Instreamatic London, UK AN ARTIFICIAL NEW PROBLEMS HAPPENS Vesna Sodnik, Communication Skills and Public Speaking Trainer, Diggital Ad of the Future Business Coach and Director at Beseda, Slovenia Damjan Planinc, director and partner, Get Interactive, Slovenia VOICE TO SOLVE Sustainable Growth for European eCommerce Stefan Carrington, Founder at Poplartree & eCommerce Revenue Growth Consultant at Electrolux, UK

Sempl2019_215x290+3_NASLOVNICA_24-7.indd 3-4 15/10/2019 13:41 21. SEMPL - 2 dni +13 nagrad - 9 žirantov Lidl trgovine + 3 v bližini = ×

NAGRAD

LIDL 26 sempl LS_v2_nve.indd 1 27/09/2019 13:45 KEEP PUTTING OUT GOOD. IT WILL 21. SEMPL COME BACK TO YOU. lthough you only recognized the major part recent months. We want to bring you even closer to of the increase SEMPL in quality in recent the experts from whom we can learn in November. years, the basis was laid a long time I believe that this reading will be the first glimpse ago. Probably nobody knows that already of what you can expect from this year's SEMPL, and A that it is an extraordinary announcement of the dni in 2011, when I was running my first SEMPL, we - 2 hosted as many as 28 foreign speakers, including hottest trends in the media and communications Steven van Belleghem and Google and The Walt industry. We have invested a lot of knowledge, time Disney Company representatives. I myself am and above all money in this program. Unfortunate- positively surprised when I look at one of the past ly, quality, be it an event, a service, a good digital programs and notice that sometimes we were too expert, a sophisticated media strategy or an extre- advanced and talked about trends for which the mely creative solution, costs a lot. We are very gra- nagrad market was far from ready. And this year will not be teful to all those who acknowledge and appreciate +13 any different. Rightly so. We have to keep up with our efforts every year, be it through the purchase the world. of tickets or sponsorships. And I want quality to be evaluated and rewarded everywhere in the only Here is the updated SEMPL 24/7 magazine in whi- right way - with the right payment. This is the only ch we have compiled some interesting conversati- way for all of us who do something for the good to - 9 žirantov ons that we have had with some of our speakers in write even more success stories! Lidl trgovine VALERIJA PREVOLŠEK DOBRO SE + 3 v bližini MANAGING DIRECTOR AT MEDIA POOL AND PRESIDENT OF THE SEMPL CONFERENCE Z DOBRIM DIREKTORICA MEDIA POOLA = × IN PREDSEDNICA KONFERENCE SEMPL PLAČA eprav vas večina dvig kakovosti SEMPL-a vorci. Vse v želji, da vam strokovnjake, od katerih prepoznava šele zadnjih nekaj let, je bila se bomo lahko učili novembra, še bolj približamo. osnova zastavljena že pred časom. Verje- Verjamem, da bo to branje prvi vpogled v to, kaj Čtno nihče ne pozna dejstva, da smo že leta lahko pričakujete od letošnjega SEMPL-a, in da 2011, ko sem vodila svoj prvi SEMPL, gostili kar gre za izjemno napoved najbolj vročih trendov 28 tujih govorcev, med katerimi so bili npr. odlični medijsko-komunikacijske stroke. V program je FOR SEMPL2019 /ZA SEMPL2019 Steven van Belleghem in govorca Googla in The vloženo ogromno znanja, časa, predvsem pa tudi SVET24, informativne Walt Disney Company. Tudi sama sem pozitivno denarja. Žal kakovost, pa naj gre za dogodek, sto- vsebine, d. o. o., presenečena, ko pogledam katerega izmed prej- ritev, dobrega strokovnjaka za digital, dovršeno Vevška cesta 52, 1250 Ljubljana -Polje šnjih programov in opazim, da smo bili včasih še medijsko strategijo ali izjemno kreativno rešitev, Editor/Urednica: preveč aktualni in govorili o trendih, na katere trg stane. Vsem, ki ta naš trud vsako leto prepozna- Mateja Špiranec še zdaleč ni bil pripravljen. Tako bo tudi letos. In vate in ga cenite bodisi z nakupom kotizacij bodisi Journalists/Novinarji: prav je tako. Moramo iti v korak s svetom. s sponzorstvi, smo izjemno hvaležni. In želim si, da Nejc Simšič, Karolina Marolt Design/Oblikovanje: se kakovost povsod v naši stroki začne vrednotiti Urban Aršič Pred vami je prenovljena revija SEMPL 24/7, v in nagrajevati na edini pravi način – s korektnim Circulation/Naklada: 2000 kateri smo zbrali zanimive pogovore, ki smo jih v plačilom. Le tako bomo lahko vsi, ki delamo dobro, NAGRAD October 2019/Oktober 2019 zadnjih mesecih opravili z nekaterimi našimi go- napisali še veliko zgodb o uspehu!

LIDL 26 sempl LS_v2_nve.indd 1 27/09/2019 13:45 SEMPLER AWARD WINNERS 2018 / NAGRADE SEMPLER 2018 GRAND SEMPLER BEST MEDIA STRATEGY OF THE YEAR THE BEST MEDIA THE REAL LIFE ESCAPE ROOM STRATEGIES OF 2018 Client: Unicef Slovenia Advertising and media agency: Agencija 101 Production: Perfo PRODUCTION Credits: Irena Stamenkovič, Tjaša Jazbinšek, IN THE REGION Amadea Ris, Sašo Petek, Jure Korenč

GOLDEN GOLDEN SEMPLER SEMPLER STRATEGIC BEST USE OF THE TARGETED MEDIA MIX LAŠKO CHALLENGE CAMPAIGN PART OF THE GAME Lottery of Bosnia and Herzegovina Client: Pivovarna Laško Union Client: MITA Group Advertising agency: Luna \TBWA Advertising and media agency: Sarajevo Media agency: Media Publikum MITA Group Sarajevo Production: Kinomotel Production: Asif Osmanagic, Nedim Hamzic, Alma Credits: Janez Rakušček, Saša Droftina, Urška Cerar, Credits: Nina Zadnikar, Medeja Kraševec Ajanovic, Azra Pilav, Ermin Soco

4 GOLDEN SEMPLER INNOVATIVE USE OF THE COMMUNICATION CHANNEL

#UNWANTED Client: NGO Women's Rights Center Advertising agency: McCANN Podgorica, McCANN Beograd Media agency: Universal Media Podgorica Credits: Jana Savić Rastovac, Sandra Vujović, Vladimir Ćosić, Ivan Čelebić, Jelena Roganović Jana Savić Rastovac, Sandra Vujović, Vladimir Ćosić, Ivan Čelebić, Jelena Roganović NAJBOLJŠE MEDIJSKE STRATEGIJE IZ REGIJE V LETU 2018

GOLDEN SEMPLER PAINT IT BACK BEST Client: Scouts of Croatia EXPERIENTIAL CAMPAIGN Advertising and media agency: Imago Ogilvy Production: Panorama Credits: Igor Mladinovic, Darko Bosnar, Gordana Golik, Ivana Mlinaric, Hiam Hamed

GOLDEN SEMPLER BEST USE OF DATA OR RESEARCH INITIATIVE

BUY, ROBOT! GOLDEN SEMPLER Client: Lidl Slovenija Advertising and production BEST agency: Luna \TBWA USE OF MOBILE Media agency: OMD GOLDEN THE CLEANEST FONT IN THE Slovenia SEMPLER WORLD TERAPPIA Credits: Valentin Bufolin, BEST Client: Ekologi brez meja Client: Sandoz Janez Rakušček, Jan NEW MEDIA Advertising and media agency: Futura DDB Production: Infinum Omahen, Ciril Trček, Matjaž / MEDIA FORMAT Production: Futura DDB Credits: Iva Jankov, Ivan Cerar Credits: Aljaž Habot, Neža Plestenjak Kosovec, Marko Mitrić

5 SEMPLER AWARD WINNERS 2018 / NAGRADE SEMPLER 2018

GOLDEN SEMPLER BEST USE OF THE CATCH THE GOLDFISH DIGITAL WORLD Client: Bambi GOLDEN Advertising and production agency: Communis DDB SEMPLER Media agency: Direct Media BEST TWO MILLION REASONS WHY WE Credits: Goran Ruškuc, Marija Obrenović, Vladimir SOCIAL MEDIA FEEL SLOVENIA Radivojević, Predrag Vojinović, Goran Savić Ostojić CAMPAIGN Client: Slovenska turistična organizacija Credits: Alenka Pahor Žvanut, Ana Savšek, Nina Colarić Cvirn, Tina Sračnjek, Aleksandra Jerebic Topolovec

GOLDEN GOLDEN SEMPLER SEMPLER BEST RUN FOR YOUR LIGHT - BEST TECHNOLOGY PR STRATEGY HEROES DRIVE IN PAJAMAS APPROACH VOLKSWAGEN LJUBLJANA OR PROMOTION Client: Zavod Vozim - Institute for Innovative MARATHON Education Client: Porsche Slovenija / Volkswagen Advertising agency: Luna \TBWA Advertising and media agency: Agencija 101 Credits: David Razboršek, Anja Zagomilšek, Maja Production: Perfo PRODUCTION Rošer, Tine Lugarič, Saša Droftina Credits: Petra Korošec, Eva Gradišar, Anja Šeme Todorović, Ana Šušteršič, Jure Korenč

GOLDEN SEMPLER NECTAR - FOR 20 YEARS, IT BEST DOES MATTER! USE OF Client: Nectar INFLUENCER Advertising and production agency: Ovation BBDO MARKETING Credits: Marko Pešić, Sonja Kalušević, Vladimir Mitrović, Đorđe Đukanović, Mina Tadić

6 SEMPL SO OMOGOČILI Hvala! Se vidimoPOWERED na 21. SEMPLU. BY

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Sempl2019_215x290+5_Sponzorji.indd 1 15/10/2019 12:16

HEADLINER

Support Black Pony DATE Throughout your career, I think another important challenge must also be creative when it comes you have been a member of is also combining “old” marketing to strategies, when we are looking for many juries, committees and principles with new digital principles solutions. And in doing this, we cle- EVA ALJANČIČ associations, but this year, and social networks. In the latter case, arly follow answers to the questions for the very first time, you will campaigns are sometimes dictated by “why”, “what” and “how”. We want MANAGING DIRECTOR AT tackle the selection of the best numbers – CTRs, and sometimes by to have control over the process from HOT MOBIL IN VENTOCOM.SI media strategies in the region form – IG images, influencers, etc. Are the very moment we have establis- that will receive the Sempler we capable of following all principles hed the diagnosis and objectives, up award. What are you looking of successful marketing here? to the final figures in balance sheets. IZVRŠNA DIREKTORICA PRI forward to and what are, in In this aspect, Sempler is similar to HOT MOBIL IN VENTOCOM.SI your opinion, the greatest In the region, we have recently the Effie Awards competition, which challenges that you will face in seen a lot of courage and creativity is interested in the connection bet- started with the tactic and attemp- the process? in advertising campaign concepts, ween market communication and ted to support their case with stra- Sure, every phase of a marketing which make use of breakthrough achieving the set goals. To me, cre- tegic starting points only at the end. project is important. But it depends technologies and creative ideas in ative ideas are art in their essence. You can see who first looks for the on a media strategy whether the their desire to stand out and come Boosted creative ideas without a solution and deals with the problem message will be received in the first closer to a consumer. Sempler, strategic basis maybe belong to they are supposed to be solving only place. A message can be well delive- as opposed to creative awards, galleries. But with an appropriate at the end. It can also be seen in the red strategically and creatively, but always puts the strategic aspect strategy and execution they ensure dedication of a team, you can see it will not reach the public without of a campaign at the forefront – brand promotion and provide busi- who really put their heart and soul an appropriate media strategy. In goal, execution, suitability of the ness support. into the project and believes in their a multitude of media and networks use of tools and channels. How do work. Otherwise, the best presentati- and with rapidly changing habits in you intend to preserve this featu- We work in an industry ons to me are the ones who have an media consumption this represents re this year and is it still possible, that is home to masters element of surprise. But there’s no an even greater challenge. I am lo- in this day and age, to distinguish of presentation, and this recipe for that. oking forward to learning first-hand a creative idea from strategy and often raises a question in from media strategists how they execution? competitions about the What should the best media perceive and tackle these challen- Creative ideas are emotions. The importance of a competition strategy 2019 in the region ges. As I know from other similar good ones impress us and they se- entry or a good presentation have? competitions, the biggest challenge duce me, too. However, I probably video. What advice would you Boost of all elements, which are for the jury will be to extract those would not head the jury, which deals give to applicants, what should part of a media strategy. It must very best media strategies, as I am only with assessment of creative ide- they focus on the most in their understand well a problem or a chal- sure there will be many excellent as, because I cannot overlook strate- applications? lenge that needs to be solved, a good ones. We will also make sure not to gy and business goals of a company. In my opinion, a good presentation strategy and a creative idea. Finally, it be tempted by an excellent creative Strategies are reason. Hence, what is is the one that clearly shows the must all also reflect in results. Hence, concept without strategy and vice the challenge we are facing and how connection between business chal- emotions and reason. Goose bumps versa, by an excellent strategy wi- we can achieve the desired result as lenges, goals, strategy and creative and excel. Yin and Yang. As you wish. thout that creative extra something. efficiently as possible. Of course, we and media tactics. You can see who But both.

VALENTIN JELENA BELMA IVA BUFOLIN ČADJENOVIĆ HADŽIOMEROVIĆ KALIGARIĆ Marketing and branding Brand and Corporate Image Director for Marketing, Super Managing Director Expert, Slovenia Director, Vip mobile, Serbia Corporate Communications and at Señor, Croatia strokovnjak za marketing direktorica blagovne Sustainability at Raiffeisen Bank, super izvršna direktorica in znamčenje, Slovenija znamke in korporativne Bosnia and Herzegovina pri Señorju, Hrvaška podobe, Vip mobile, Srbija direktorica marketinga, korporativnega komuniciranja in trajnostnega upravljanja pri Raiffeisen Bank, Bosna in Hercegovina

8 JURY OF SEMPL21. / ŽIRIJA 21. SEMPL-A

Velikokrat ste že sedeli v različnih Tudi v regiji zadnja leta Presežne kreativne ideje brez strateške PRESIDENT OF THE JURY žirijah, odborih in združenjih, opažamo veliko poguma in osnove morda spadajo v galerije. Ob EVA ALJANČIČ letos pa se boste prvič srečali kreativnosti pri zasnovah ustrezni strategiji in izvedbi pa poskr- PREDSEDNICA ŽIRIJE z izborom najboljših medijskih oglaševalskih kampanj, ki se v bijo za promocijo znamk ter podporo strategij v regiji, ki bodo želji, da bi izstopale ter prišle poslovanju podjetja. nagrajene z nagradami sempler. bližje potrošniku, odločajo za Česa se veselite in kateri so po prebojne tehnologije in kreativne Delamo v industriji, kjer so doma vašem mnenju največji izzivi, s ideje. Sempler je, v nasprotju s mojstri predstavitev, zato se tudi katerimi se boste spoprijeli pri kreativnimi nagradami, vedno pri tekmovanjih velikokrat poraja tem? v ospredje postavljal strateški vprašanje, kako pomembna sta Seveda je v marketinškem projektu vidik kampanje – cilje, izvedbo, prijava in dober predstavitveni pomembna vsaka faza. Od medijske ustreznost izbire orodij in kanalov. filmček. Kaj svetujete strategije pa je odvisno, ali bo sporočilo Kako boste to značilnost ohranjali prijaviteljem, čemu naj se pri sploh opaženo. Neko sporočilo je lahko letos in ali je v teh časih še sploh prijavi najbolj posvetijo? odlično strateško in kreativno zastavljeno, mogoče ločiti kreativno idejo od Kot dobro ocenjujem takšno predsta- toda brez ustrezne medijske strategije ne strategije in izvedbe? vitev, ki jasno prikaže povezavo med bo prišlo do občinstva. V množici medijev Kreativne ideje so čustva. Tiste dobre poslovnimi izzivi, cilji, strategijo in kre- in omrežij ter ob hitro spreminjajočih se nas navdušijo in zapeljejo tudi mene. ativno ter medijsko taktiko. Vidi se, kdo navadah v medijski potrošnji je to še to- Verjetno pa ne bi vodila žirije, ki bi se je startal pri taktiki in poskuša šele na liko večji izziv. Zato se veselim, da bom ukvarjala le z ocenjevanjem kreativ- koncu podpreti svoj primer s strateškimi lahko od medijskih strategov iz prve nih idej, saj ne morem mimo strate- izhodišči. Torej kdo najprej poišče reši- roke izvedela, kaj oni menijo o teh gije in poslovnih ciljev podjetja. Stra- tev, šele na koncu pa se ukvarja s teža- izzivih in kako se jih lotevajo. Kot tegije pa so razum. Torej s kakšnim vo, ki naj bi jo reševal. Vidi se tudi v za- vem iz izkušenj z drugih podobnih izzivom se srečujemo in kako lahko gnanosti ekipe, torej kdo se je akcije lotil tekmovanj, bo za žirijo največji izziv čim bolj učinkovito dosežemo želeni s srcem in verjame v svoje delo. Sicer pa izluščiti tiste najboljše, ker bo goto- rezultat. Seveda moramo biti tudi so zame najboljše tiste predstavitve, ki vo veliko odličnih medijskih strategij. pri strategijah kreativni, ko iščemo presenečajo. Za te pa ni recepta. Pozorni bomo tudi na to, da nas ne bo rešitve. Vendar pri tem jasno sledimo zapeljala odlična kreativa brez strate- odgovorom na vprašanja »zakaj«, Kaj mora imeti najboljša medijska gije, in obratno, odlična strategija brez »kaj« in »kako«. Želimo imeti nad- strategija 2019 v regiji? kreativnih presežkov. Poseben izziv se mi zor nad procesom vse od trenutka, ko Presežke pri vseh elementih, ki so del prav tako zdi združevanje 'starih' principov smo postavili diagnozo in cilje, pa do medijske strategije. Torej mora dobro ra- marketinga z novimi principi digitala in končnih številk v poslovnih bilancah. V zumeti težavo oziroma izziv, ki ga rešuje, družbenih omrežij. Tu včasih kampanjo tem je sempler podoben tekmovanju za dobro strategijo in kreativno idejo. Vse to narekujejo številke – CTR-ji, včasih pa nagrade effie, ki jih zanima povezava se mora na koncu seveda potrditi še v forma – fotografije IG, vplivneži … Ali med tržnim komuniciranjem in dose- rezultatih. Torej, čustva in razum. Naje- smo sposobni tu slediti vsem principom ganjem zastavljenih ciljev. Kreativne žena koža in excell. Jin in jang. Kot želite. uspešnega marketinga? ideje same po sebi vidim kot umetnost. Ampak oboje.

MARIO LEA IVAN DINO LOVRIĆ STANKOVIĆ TUŠEK ZUPANČIČ Managing Director at UM Executive Director at Head of Content & Creative Strategy CEO and partner Zagreb and UM Ljubljana, Croatia Communis DDB, Serbia at Degordian, Croatia at Agencija 101, Slovenia izvršni direktor UM Zagreb izvršna direktorica vodja oddelka za vsebino direktor in partner in Ljubljana, Hrvaška pri Communis DDB, Srbija in kreativne strategije pri Agenciji 101, Slovenija pri Degordianu, Hrvaška

9 JONATHAN MACDONALD COMFORT ZONES ARE NOT WHERE THE MAGIC HAPPENS

n one of your stage performances you Yes, I ask people questions that they may not have said you are in the business of thought thought of and give them information they haven’t expansion. How can you expand the way thought of either. I give them guidance and clues you think? and tools and frameworks to use that enable them I to think in a totally different way. One of the things I find fascinating in life is that everything that happens, including our perception of reality, is controlled by how we think. I believe Can the way we think lead us to success or that the most important thing in the world is to avert us from it? expand the way that we think. Otherwise our view Both. The way we think is the thing that leads us is always limited. There are lots of methods of do- to success or stops the success from happening. ing this but one of the things I found to be very Every single thing that happens in our life, every useful is to enable people to realise that out of action that we take, every behavior that we have, 100% - there is 1% of things that they know that every habit that we form, every conversation that they know, another 1% that they know they don’t we have, every relationship that we build, every Private advisor, keynote speaker and know, and 98% things people don’t know they business that we create strategy for, every cam- don’t know. And what I help people do is under- paign that we create, every single thing comes bestselling author Jonathan MacDonald is stand what is inside that 98%. I stretch peoples’ from thought. If we understand that everything the man to call if you are interested in what thinking to understand things that aren’t neces- comes from the way we think, every single part of sarily inside their way of thinking. With marketing the success and failure comes from the way we business your company is really in, if you people for instance, they may understand how AI think as well. have the courage to learn to expand your may affect marketing or how VR may affect marketing but they may not necessarily have conside- So we have to step out of our comfort zones way of thinking and if you would like to be a red how 3D printing will enable marketing messa- of thinking? really excellent public speaker. We had the ges to instantaneously become products in their Comfort zones are not where the magic happens. If house. That’s an example of expanding the way you we think about all the things that have happened privilege to talk to him before he joins us at may think and that is what I do for a living. in history, that have been the most revolutionary, SEMPL, to understand a little bit more about none of those things have come from a place of Can we say you ask people the right a comfort zone. Comfort zones are where we stay the power of his work and to find out where questions or you lead them to ask stuck in a trap, we do the same thing again and the magic really happens. themselves the right questions? again and again and expect a different result.

10 SPEAKERS / GOVORCI

That’s insanity. The only way of progressing is to phones and realizing that their digital cameras England; it could also be franchised around the step out of our comfort zones and try to experiment weren’t selling as much because people were world. How the radio station could be digitalized and test and learn and improve in order to grow. buying phones, they thought they were in the and then syndicated to other radio stations, which photography game so they needed to make better is extremely popular. That meant a lot of growth for Therefore, the only constant in our life is cameras. Whereas Fuji, their competitor, elevated. them. When I joined them, they had one nightclub change. Can you explain how the change of They asked themselves “What business are we re- and a record label and when I left, they were very the next 10 years will ally in”? What is bigger than cameras, bigger than digital and very global. feel like the ones of photography? The business they realized they’re in the last 50? is how light impacts material. Ultimately that is Digitalization is nothing new. However, Yes. If you think about how photography is done – writing with light. So, there is something new every day, mainly it, you’ll experience the how light impacts material? due to new technologies. What are the same thing. It’s ama- technological challenges companies should zing to think that the You have collaborated with several global prepare for? iPhone is only twelve brands. Can you explain how you’ve helped One of the things companies should be prepared and a half years old. If them? for is mainly in the way that they think about you think about it, the I’ve helped companies like IKEA. I’ve helped then change. But if we are talking about technology, the twelve and a half years to elevate their perspective to realize the business biggest challenge companies should prepare for before the iPhone pho- they are really in. They realized that life at home is nes were pretty much much more than furniture. It has a wider perspec- Comfort zones are where we stay stuck in the same, and they tive, including everything from how people view were for the twelve ye- home, even homeless people - how can homeless a trap, we do the same thing again and ars before that. The re- people have a home? That really widened their again and again and expect a different ality is that today is the perspective. I did work with Lego in terms of how slowest pace of change bricks don’t need to be static. Lego bricks could be result. That’s insanity. we’ll ever experience. digital, they could speak to each other. They could Tomorrow will be the new slowest pace of chan- be wirelessly connected. I helped Heineken work is that the technology that we live around enables ge and the day after will be the slowest pace of out how to launch a product in Africa and reali- consumers and customers and the public to play change. Every day change gets faster, part of that ze that rather than launching beer in Africa, the any part of the value chain. If you think about Uber, is Moore’s law that shows that every single year thing that was really important was to launch a people are now able to be taxi drivers due to tech- computer chips get twice as capable and half the range of water. Because that was actually more nology. If you think about Airbnb, people are able size. And that’s exponential growth. We are now in important than launching beer. I’ve done lots of to be hotel owners. If you think all of the industries, a position of perpetual change. Change happens things like that with lots of different brands inclu- every single industry, technology is enabling it to faster and faster and faster. So the inventions that ding Microsoft and Google. It’s all with the same be democratized. And the democratization of in- are coming out now, each year, are inventions that topic – expanding the way they think. One of the dustries is such that any human can play any role. would normally take ten or twenty years to come proudest things I’ve ever done was with IKEA and We can be suppliers, manufacturers, retailers, helping their board of directors marketers… Everyone can play any role. Busines- One of the things I find fascinating in really realize that today’s pace ses, companies are no longer separate and higher of change is so rapid that than people. People are able to use the same and life is that everything that happens, they need to act far faster and sometimes even better technologies than com- get involved in mobile much panies to play any parts of the value chain. That including our perception of reality, is quicker, and get involved in 3D changes the entire competitive landscape quite controlled by how we think. printing and renewable energy. significantly. That’s what I did with them. onto the market. That’s why we see things that are You are a keynote speaker all over the seemingly crazy but actually become very normal Was one of the results of your cooperation world. Is there a recipe for how to become in just a few years. Fifty years ago, the fact that The Lego Movie? a great speaker? we are doing this phone call across these miles Yes, if you look at what Lego are doing now with Yes. I have a seven-hour course and I’m able to –would be seen as absolutely crazy and impossi- digital technology, that’s from their elevated per- help people to become better public speakers. The ble, but in another fifty years we won’t even use spective of how the bricks don’t need to just be recipe is too long for this interview but there are a phones, we’ll be able to think thoughts to connect pieces of plastics. If you Google Lego digital bricks, couple of things you must understand, like how to together. So, yes, we are today in the slowest pace there is a lot of work Lego has done with vario- be on stage, what to wear, how to speak, the words of change that we will ever experience. us different innovations. Even in the way people to use, how to deal with agencies, how to choose can design things, using new digital technology your topic, developing presentation material, how Change also drives innovation. What is the is huge. much to charge, how to grow your carrier… I also difference between the ability to innovate offer a half-hour webinar that covers all those and the ability to elevate? You collaborated with the Ministry of Sound things. My view of elevation is that if we want to, we can on their digital strategy. What was that all really truly lift ourselves up from the business we about? Do you think everyone can learn how to be think we’re in to the business we’re really in. I’ll We discovered how to enable music to be digi- a good speaker? give you an example of how this actually works. tal, because they were not even on iTunes at the I think that everything can be learned. I believe When Kodak were finding trouble with the camera time. How the nightclub didn’t just need to be in that everyone is able to be a speaker if they want

11 The reality is that today is the slowest pace of change we’ll ever experience. Tomorrow will be the new slowest pace of change and the day after will be the slowest pace of change.

to. Sometimes some people are more confident and may find it easier, others who are not as confident can still do it. It just takes more work. .Do you have any free time? What is the best way for you to switch off? I meditate about an hour a day. I love meditation, that’s my main thing. I do a lot of martial arts, I exercise a lot, and I go to the gym every day. I’m very active. I also walk a lot. I walk everywhere. I think if people walked more, they would be happier and healthier.

The octopus as a symbol of strategy and creativity as well as intelligence is a part of the visual image of the SEMPL 2019. Do you like the idea? The most brilliant thing about the octopus, aside from its intellect, is its decentralized nervous system which enables every single part of an octopus to actually be able to live independently as well as being still connected. By the way, this makes it an extremely successful predator. If a company is centralized, and there’s a boss and a leader and everybody follows what they say, that JONATHAN MACDONALD doesn’t make you an octopus. If a company is to have a decentralized nervous system that means that the company needs to give permission to the employees to be independent and in fact to change the hierarchy, so the people are no longer just V CONI UDOBJA following orders and are creating their own teams.

Do you have any advice for efficient networking at SEMPL? NI ČAROVNIJE Add as many people on LinkedIn as possible, have as many conversations with people as possible about what they think rather than what you think. Most of the time we tend to tell people of our thin- Vas zanima, katera je pravzaprav osrednja dejavnost king and that dominates the conversation, but the real magic is that we can learn from other people vašega podjetja? Si želite naučiti, kako razširiti svoj način rather than try to convince them to buy something. razmišljanja? Vam javni nastopi niso pisani na kožo, si pa kljub temu želite postati resnično dober govorec? Svetovalec, govorec in avtor knjižnih uspešnic Jonathan MacDonald je prepričan, da se vsega lahko naučimo in vse udejanjimo, če si le postavljamo prava vprašanja in smo pripravljeni stopiti iz cone udobja.

12 SPEAKERS / GOVORCI

a enem izmed nastopov ste dejali, Seveda, tudi vi boste to občutili. Neverjetno se zdi, nje z Ikeo, kjer sem upravnemu odboru pomagal pri da se ukvarjate s širjenjem načina da je iphone star le 12 let in pol. Če pomislite na zavedanju, da morajo delovati veliko hitreje, čim prej razmišljanja. Lahko v resnici širimo telefone dobrih 12 let pred iphonom, so bili bolj ali postati digitalni in mobilni ter se lotiti 3D-tiskanja in svoje razmišljanje? manj enaki, podobno je bilo še 12 let pred tem. obnovljivih virov energije. N Dejstvo je, da je danes tempo sprememb najpo- Ena od fascinantnih stvari v življenju je, da vse, kar se zgodi, vključno z našim dojemanjem realnosti, časnejši, kar ga bomo kdaj doživeli. Jutri bo sledil So bili ena od posledic sodelovanja z Legom nadzorujemo z načinom razmišljanja. Zato verja- novi najpočasnejši tempo in dan pozneje spet novi filmi? mem, da je zelo pomembno, da znamo razširiti, kako najpočasnejši tempo sprememb. So pa spremembe Da, in če pogledate, kaj Lego zdaj počne z digitalno razmišljamo. V nasprotnem primeru je naš pogled vsak dan hitrejše, del tega je Moorov zakon, ki kaže, tehnologijo, je to zaradi njihove nove perspektive. Ko na svet vedno omejen. Metod za širjenje načina raz- da so računalniški čipi vsako leto dvakrat močnejši so se osvobodili ideje, da gre pri Legu le za plastične mišljanja je veliko, vendar sem ugotovil, da morajo in za polovico manjši. To imenujemo eksponentna kocke, so ustvarili številne inovacije tudi tako, da ljudje najprej spoznati in razumeti, da od 100 od- rast. Trenutno smo v položaju nenehnih sprememb, lahko posamezniki s pomočjo nove tehnologije sami stotkov stvari za en odstotek vedo, da jih vedo, za en ki se dogajajo vse hitreje. oblikujejo nove stvari. odstotek vedo, da jih ne vedo, in potem ostane kar Tako bi izumi, ki se zdaj vrstijo vsako leto, včasih 98 odstotkov stvari, za katere niti ne vedo, da jih ne za uresničenje potrebovali 10 ali celo 20 let. Danes Kakšna je bila vaša vloga pri oblikovanju vedo. Tukaj nastopim jaz. Če želijo, jim pomagam smo priča navidezno norim stvarem, ki pa bodo v digitalne strategije v multimedijskem razumeti, kaj je znotraj teh 98 odstotkov, in to storim nekaj letih postale nekaj čisto običajnega. Dejstvo, podjetju Ministry of Sound? tako, da jim razširim pogled na stvari. Če izhajava da se zdaj pogovarjava na ta način in preko te raz- Iskali smo možnosti, kako digitalizirati glasbo. Ko z vašega področja, večina ljudi zagotovo razume, dalje, bi se pred 50 leti zdelo nepredstavljivo ali celo smo začeli sodelovati, namreč niso bili niti na iTune- kako umetna inteligenca vpliva na marketing ali nemogoče, medtem ko si zdaj lahko predstavljamo, sih. Med drugim smo ugotovili, da so lahko franšize kako nanj vpliva virtualna resničnost. Najbrž pa da čez naslednjih 50 let za takšne pogovore sploh nočnega kluba povsod po svetu, da lahko digita- niso niti pomislili, kako bo 3D-tiskanje omogočilo, ne bomo potrebovali telefonov, misli se bodo med liziramo radijsko postajo in jo nato sindiciramo z da bodo marketinška sporočila postala izdelki v seboj samodejno povezovale. Torej, da, danes smo drugimi radijskimi postajami, kar je zdaj izjemno njihovem domu. v najbolj počasnem tempu sprememb, ki ga bomo priljubljeno. Ko sem se jim pridružil, so imeli en noč- kdaj doživeli. ni klub in založbo. Ko sem odšel, so bili zelo digitalni Torej nekako ljudi sprašujete prava in globalni. Skupaj smo ustvarili zelo veliko rast. vprašanja oziroma jih vodite do tega, da si jih Spremembe med drugim spodbujajo postavljajo sami? inovacije. Kakšna je razlika med Sprašujem jih o stvareh, na katere niso niti pomisli- sposobnostjo inoviranja in zmožnostjo, da se li, in jim ponudim informacije, ki jih niso vedeli. Pri povzdignemo nad inoviranje in spremenimo Udobje nas ujame v past, tako vedno razmišljanju jih vodim, jim dajem namige, ponudim perspektivo? znova delamo stvari enako, hkrati pa orodja in metode, ki omogočajo, da razmišljajo po- Če želimo, se lahko resnično povzdignemo iz dejav- polnoma drugače. nosti, za katero verjamemo, da je prava, v tisto, v pričakujemo drugačne rezultate. To je kateri dejansko smo. Naj pojasnim na primeru. Ko norost. Način razmišljanja nas torej lahko vodi k so se pri Kodaku znašli v težavah, ker so ljudje na- uspehu ali nas od njega odvrne? mesto fotoaparatov kupovali mobilne telefone, so Tako je, možno je oboje. Vse, kar se nam v življenju bili v podjetju prepričani, da je njihova dejavnost fo- Digitalizacija ni nič novega, kljub temu pa zgodi, vse, kar storimo, vsaka navada, ki jo imamo, tografija in je njihova naloga inoviranje na področju smo dnevno priča spremembam, predvsem vsako vedenje, ki ga izražamo, vsak pogovor, v ka- fotoaparatov. Pri Fujiju so se srečevali s podobnimi zaradi novih tehnologij. Na katere tehnološke terem sodelujemo, vsako razmerje, ki ga gradimo, izzivi, vendar so se povzdignili nad inoviranje. Uspe- izzive morajo biti podjetja še posebno vsako podjetje, za katero ustvarjamo strategijo, lo jim spremeniti perspektivo tako, da so se vprašali, pozorna? vsaka akcija, ki jo oblikujemo, vse izvira iz mišlje- kaj je dejansko njihova osrednja dejavnost. Ugotovili Predvsem morajo biti pripravljena o spremembah nja. Če razumemo, da vse prihaja iz načina, kako so, da je bistvo njihovega posla, kako svetloba delu- razmišljati drugače. Kar zadeva tehnologijo, pa je razmišljamo, potem lažje razumemo tudi, da od tam je na površino. Ne nazadnje tako nastaja fotografija zanje največji izziv spoznanje, da tehnologija porab- prihaja naš uspeh ali neuspeh. – pisanje s svetlobo. nike in javnost postavlja ob bok ključnih deležnikov vrednostne verige. Če pomislite na Uber, tehnologija Torej moramo za uspeh stopiti iz svoje cone Sodelovali ste s številnimi globalnimi ljudem omogoča, da postanejo taksisti. Zaradi AirB- udobja? blagovnimi znamkami. Kako ste jim nB smo lahko lastniki hotelov. Tehnologija omogoča V coni udobja ni prostora za čarovnijo. Najbolj revo- pomagali? demokratizacijo vseh industrij. Demokratizacija lucionarni zgodovinski trenutki se nikoli niso zgodili Ikei sem pomagal spoznati, da je življenje doma industrij pa pomeni, da lahko vsak človek igra ka- v coni udobja. Udobje nas ujame v past, tako vedno veliko več kot le pohištvo. Vključuje tudi to, kako lju- kršnokoli vlogo. Lahko smo dobavitelji, proizvajalci, znova delamo stvari enako, hkrati pa pričakujemo dje dojemajo svoj dom, tudi brezdomci. Kako imajo trgovci, tržniki ... Podjetja tako več niso ločena in drugačne rezultate. To je norost. Edina možnost za lahko brezdomci dom – ta perspektiva je resnično pomembnejša od ljudi. Ljudje lahko uporabljamo uspeh je, da se teh okovov osvobodimo, ter z željo razširila njihov pogled na poslovanje. Pri Legu smo isto ali včasih še boljšo tehnologijo od podjetij in po rasti eksperimentiramo, testiramo, se učimo in se dvignili nad statične kocke in ugotovili, da so lah- smo tako lahko katerikoli del vrednostne verige. To izboljšujemo. ko digitalne in povezane ter da lahko komunicirajo občutno spremeni celotno konkurenčno pokrajino. med seboj. Heinekenu sem pomagal pri lansiranju Zato so najbrž edina stalnica v našem izdelka v Afriki. Prišli smo do spoznanja, da je tam Med drugim ste govorec. Obstaja recept, življenju spremembe. Lahko pojasnite, kako voda pomembnejša od piva. Sodeloval sem tudi z kako postati izvrsten govorec? bodo spremembe prihodnjih desetih let čutiti Microsoftom in Googlom. Vsem sem pomagal raz- Seveda. Imam sedemurni tečaj, v okviru katerega kot spremembe zadnjih petdesetih? mišljati širše. Najbolj pa sem ponosen na sodelova- posameznikom pomagam, da postanejo boljši javni

13 Ena od fascinantnih stvari v življenju je, da vse, kar se zgodi, vključno z našim dojemanjem realnosti, nadzorujemo z načinom TJAŠA KOLENC razmišljanja. FILIPČIČ INTERNATIONAL MARKETING MANAGER FOR GROUP TRIGLAV govorci. Recept je predolg za najin pogovor, obstajajo pa smernice, ki jih morate razumeti. Na primer, DIREKTORICA SLUŽBE kako osvojiti oder, kaj obleči, kako govoriti in katere ZA MARKETING, SKUPINA TRIGLAV besede izbrati, kako sodelovati z agencijami, kako izbrati in razviti svojo temo, kako razvijati svojo kari- ero kot govorec … Ponujam tudi polurni webinar, ki razlaga vse te stvari. Change is the only constant in our lives. How ches our values - responsive, reliable, simple? All do you expect changes in the world to affect these changes have been taken into account in the Smo lahko vsi dobri govorci? your performance over the next ten years? formulation of an updated strategy that responds Menim, da se vsega lahko naučimo, zato je govorec What challenges lie ahead? appropriately to the changing social and economic lahko vsak, ki si tega želi. Pri tistih, ki smo bolj sa- environment. mozavestni, je učenje lažje. Tisti, ki niso, so še vedno It Triglav Group works in a dynamic activity, which The development of our services is focused on a lahko dobri govorci, potrebnega je le več dela. is defined on the one hand by the wider enviro- wide and outstanding customer experience. The nment. The focus is on the aging of the population, expansion of our range of intelligent, networked Imate kaj prostega časa? Kako se najraje the situation on the financial markets, the frequen- products and services is already changing our izklopite? cy of natural disasters, the faster innovation cycle, commitment to customers and making our service Vsak dan vsaj eno uro meditiram, to je moja glavna the Internet of Things, the local and global econo- faster and more user-friendly. At the same time, vrsta odklopa. Ukvarjam se tudi z borilnimi veščina- my and political conditions. The industry itself is our insurance business is based on an active mar- mi. Sem zelo aktiven, vsak dan grem v telovadnico. also making changes, as we closely monitor the ket presence, which strengthens the efficiency of Tudi hodim veliko, kamor le lahko, grem peš. Če bi aggressiveness of competition, new and increased the distribution network and enables the creation ljudje več hodili, bi bili srečnejši in bolj zdravi. risks, legislative changes, digitization and intel- of competitive and high-quality services for poli- ligent solutions. The client determines the third cyholders. With this in mind, we will continue to Hobotnica je kot simbol strategije in dimension. As an insurance and financial group, develop our projects, with the client at the heart of kreativnosti pa tudi inteligence del celostne how can we respond to the needs and expectations all our activities in the key Triglav Group strategic podobe letošnjega SEMPL-a. Kako vam je of our customers in order to be satisfied with us? activities of insurance and asset management on všeč ideja? How can you offer them an experience that mat- our lifelong client journey. Najbolj briljantna stvar pri hobotnici, ob intelektu, je njen decentraliziran živčni sistem, ki vsakemu delu hobotnice omogoča, da živi svoje življenje, hkrati pa Spremembe so edina stalnica v našem Vse te spremembe smo upoštevali pri oblikova- je tudi povezan. Mimogrede, zaradi tega je hobotni- življenju. Kako predvidevate, bodo nju osvežene strategije, ki ustrezno odgovarja na ca odličen plenilec. Če je podjetje centralizirano, vsi spremembe v svetu naslednjih desetih let spremenjene razmere v družbenem in gospodar- sledijo navodilom direktorja in vodij. Torej ne deluje- vplivale na vaše delovanje? Kakšni izzivi so skem okolju. jo kot hobotnica. Če pa ima podjetje decentraliziran pred vami? Razvoj naših storitev je usmerjen v vsekanalnost živčni sistem, to pomeni, da je zaposlenim dalo Skupina Triglav deluje v dinamični dejavnosti, ki in odlično izkušnjo strank. Širjenje ponudbe pa- dovoljenje, da delujejo neodvisno. S tem spremenijo jo na eni strani določa širše okolje. Tu so v ospred- metnih, povezanih produktov in storitev že spre- hierarhijo tako, da zaposleni ne izpolnjujejo navodil, ju staranje prebivalstva, razmere na finančnih minja naše sodelovanje s strankami, saj je tako ampak ustvarjajo lastne ekipe. trgih, pogostost naravnih katastrof, hitrejši cikel naš servis hitrejši in bolj prijazen do uporabnikov. inoviranja, internet stvari, lokalne in globalne Hkrati naša zavarovalna dejavnost temelji na Imate kakšen nasvet za učinkovito mreženje gospodarsko-politične razmere. Spremembe aktivnem tržnem nastopu, krepitvi učinkovitosti na SEMPL-u? prinaša tudi sama panoga, ko pozorno spremlja- prodajne mreže in oblikovanju visoko konkurenč- Čim več ljudi dodajte na LinkedInu. Čim več se pomo agresivnost konkurence, nova in povečana nih ter kakovostnih storitev po meri zavarovan- govarjajte, sprašujte ljudi, kaj mislijo, in poslušajte. tveganja, spremembe zakonodaje, digitalizacijo cev. Projekte bomo v tem duhu razvijali še naprej, Navadno večino časa namenimo razlaganju, kaj in pametne rešitve. Tretjo dimenzijo narekujejo pri čemer bo stranka na svoji vseživljenjski upo- mislimo mi. Čarovnija pa se zgodi takrat, ko poslu- stranke. Kako lahko kot zavarovalno-finančna rabniški poti center vseh naših aktivnosti, ki jih šamo in se učimo od drugih, ne takrat, ko jih želimo skupina nagovorimo potrebe in pričakovanja izvajamo v ključnih strateških dejavnostih Skupi- o nečem prepričati. naših strank, da bodo z nami zadovoljne? Kako ne Triglav – to sta zavarovalništvo in upravljanje jim ponuditi izkušnjo, ki bo skladna z našimi premoženja. vrednotami – odzivna, zanesljiva, preprosta?

GREG SATELL YOU STAY AHEAD BY CONTINUALLY LOOKING FOR A NEW PROBLEMS TO SOLVE

ascades: How to Create a Movement for anybody who wants to create change in their that Drives Transformational Change organization, industry, community or throughout is your latest book. Who would you society as a whole. Crecommend it to? Cascades is related to my first book Mapping Inno- If transformation happens with all these vation, where I talk about innovation not as a single groups of people you’ve mentioned, is the event but a process of discovery, engineering and transformation process the same with all transformation. Cascades is really the transforma- of them? tion part of that. It has an interesting backstory. In They are related, they have very similar principles 2004 I found myself running a major news organi- but they are not exactly the same thing. When we zation in Kiev, Ukraine, during the Orange Revolu- hear about corporate or organizational transforma- Speaker and advisor, accomplished tion, which was similar to the Bulldozer Revolution tion, we tend to hear about them from the perspec- entrepreneur, executive and one of the right next door to you. What amazed me was that tive of a business consultant or professor. With in the Orange Revolution thousands of different social and political movements, we often have tho- foremost experts on innovation today. people who would ordinarily have been doing thousands and thousands of examples of contempo- Innovation Excellence recently named usands of different things started doing the same rary documentation from all different perspectives. thing all at once. Running a major business at the When I took the insights from those movements him as #2 on its global list of “Top 40 time, I thought to myself that I would really like to and started talking to corporate people about busi- Innovation Bloggers” and IDG as one of learn how to do that, because I had all these custo- ness transformation through the lens of social and mers wanting to buy all these different things. Like political movements, our perspectives widened. We “10 Digital Transformation Influencers to them, I wanted to unify to just one thing I wanted were able to uncover a lot of things that are sort of Follow Today.” We talked to him about the to sell them. And I had all these employees who missing from the change management literature. all had their own ideas and I wanted them to em- What’s key is that anytime you are trying to drive innovations, which are the subject of his brace the initiatives that I think are important. It’s any kind of transformation you are going to come book Mapping innovation. This way we are the same thing with the investors and advertisers. up against resistance. So you need to come up with That was the start of a fifteen-year journey of “how a plan for how you are going to build support and well prepared for the stage performance do you create change?” From innovation we know undermine that resistance from the start. and the last book Cascades, where we will a lot about how you discover things and how you invent new solutions to problems, but how do you Innovation is about solving problems – it learn how to introduce change into our scale them up, how do you get them adopted, how sounds simple. So, what is the simplest and lives or business. do you get people behind them? Cascades is really the hardest part about innovation?

16 SPEAKERS | GOVORCI

The hardest part is to find a good meaningful pro- six really important problems to solve. Different It was written in the 1980s and it is all about the blem. During my research for Mapping Innovation people have different ways of doing things. Every fall of the technology corridor outside Boston and I talked to so many different people, a Nobel Prize company is different. Steve Jobs’ method was to the rise of Silicon Valley. Boston used to be the winner, scientists, executives from Google and look for a product that sucked and make it great. center of the technology universe. The author fo- IBM, start-ups and entrepreneurs. I wanted to find He was able to transform something that sucked und that for a number of different reasons Silicon what unites them, what they have in common. into something that was insanely great. That’s Valley was an ecosystem. The Boston companies Because they are all very different people. Some how the iPod was invented, as a thousand songs looked at themselves as individual companies. of them are very outgoing or introverted, some of in our pockets. To a certain extent other companies When technology started to change, they weren’t the organizations were very centralized, and others like IBM and Google search out really fundamental able to compete. If you decentralized. Eventually I realized that the one problems. The key is to find a product market fit. left one company in thing that made them great innovators wasn’t any Startups usually come to the table with a soluti- Boston you were dead, particular trade or technique that they had, but on and they need to go out and find a problem to nobody would hire you. that fact that they were always seeking out new solve. So it depends on whether you are an esta- If you left your com- You would think problems to solve. blished company or a startup or something else, pany in Silicon Valley, that innovation is The easiest part is coming up with ideas. Anybody but you should know a good problem when you see your first customer or can come up with an idea; coming up with good it. It’s the one people want to solve. One way of lo- your first supplier was about ideas, but idea is a different thing. But get a bunch of people oking for a good problem is to look for something usually your old com- it’s really about a in a room and start brainstorming and they will that people are trying to work round. Meaning that pany. Because Silicon come up with plenty of ideas. Whether those ideas there is a problem that they can’t solve themsel- Valley companies were good meaningful will have any relevance outside the room is a dif- ves, so they’re doing something sort of crazy to get so interconnected, they problem. ferent matter. One of the fathers of Lean Startup around it. If you think about it, Uber and Airbnb are were able to see tech- Steve Blank told me that whenever he stayed in this kind of solutions. nology changing and the building his businesses started going bad, but adapt so much better. when he started going out things started to go well In one of your articles you write about the A decade later, she again. That was one of the key insights of what we types of personalities that are best suited wrote the book The New Argonauts. This is about now call the Lean Startup. You would think is that for innovation. You mention different how the other tech centers developed. In places innovation is about ideas, but it’s really about a groups of people—foxes and hedgehogs, like Tel Aviv, Taipei and Israel, which could be a good meaningful problem. And if you go out and introverts and extroverts, technical and great model for Slovenia. Lots of similarities. She identify it, the ideas will come. non-technical. So, what kind of people are found that after Silicon Valley, none of the other the best innovators? tech centers grew up out of nowhere. Usually, pe- What are the main indicators that a There is no one personality type that is better in ople who had previously worked in Silicon Valley company needs transformation, besides the innovation. Innovation is about solving problems. started to create them when they returned home obvious ones like poor performance? There are all different kinds of problems to solve, and they kept those informal connections in Silicon Transformation is a decision you need to make for so we need different people. If you are a fox, make Valley. Eventually, they began to specialize and to yourself. You need to want the change to happen. sure you work with hedgehogs; if you are an intro- grow through those links in Silicon Valley. If I would One of the things I say is “A revolution never starts vert make sure you work with extroverts. Everybody give any advice to Slovenia as a country as to how with a slogan; it starts with a cause”. At the begin- brings something and everybody needs something. make Slovenia more innovative place, it would be ning of Cascades I talk about the moment I woke The most surprising finding from my research for that. Ask yourself how can we widen and deepen up one Saturday morning – I’m an early riser, my Mapping Innovation was that the most important connections to other innovation centers round the fiancée at the time was not – and the first thing I trait for an innovator is to be kind and generous. world. noticed was that she was already up, dressed and Most of the people I interviewed were phenome- heading out the door. She told me she was going to nally successful and I was a little bit intimidated Do you have a pre-public-speaking ritual? a demonstration. And I told her I thought she didn’t but I soon found out that they were some of the I used to be an athlete in college and one thing care about politics. She said she didn’t but enou- nicest, most generous people I ever met in my life. I’ve learned is not to think about outcome but to gh was enough and we needed to do something. I was curious why that was, because it can’t be mentally walk through the presentation in terms of That’s the indicator, when you say “I really want just an accident. It was too consistent behavior. technique. If I think about the outcome, this tends this to change”. Almost every innovator I came across was like this. to make me nervous. I tend to focus on fundamen- I found out that great innovators are no smarter or tals – what my most important points are, what I Every problem is different, obviously, harder working than anybody else. They don’t know want to achieve. and the solutions differ; but what are the more than any of us, they just know people who do guidelines one can follow to find better/ know more. They are not knowledge holders, they What do you do in your free time? smarter solutions? are knowledge brokers. Being kind and generous I spend my free time with my family. In our workshops we do an exercise called a PDO helps them to build better networks of people who analysis and it stands for Problems, Disruptions are willing to share information and insights with Do you have any advice for efficient and Opportunities. A problem is something it ne- them. networking at SEMPL? eds to be fixed, disruption is something that is a All too often, people are focused on the quantity risk for the future, and opportunity is something How could Slovenia become more attractive of contacts. I think it’s really important to try and that you can achieve. Obviously, problems are for businesses? make meaningful connections that you can actu- related to disruptions which are related to oppor- Specialization could be a good thing. There is a ally follow up on. Try to meet people who can enrich tunities, and looking through multiple different very interesting book called The Regional Advanta- your life and take to new directions. lenses, we can narrow down between three and ge, that a friend of mine, AnnaLee Saxenian, wrote.

17 Greg Satell je govorec in svetovalec, uspešen podjetnik, izvršni direktor in GREG SATELL eden najpomembnejših strokovnjakov v inovacijah. Svetovno znani portal Innovation Excellence ga je uvrstil na RELEVANTNI drugo mesto seznama Top 40 blogerjev o inovacijah, IDG pa med 10 digitalnih transformatorjev, ki se jim splača slediti. OSTANETE LE, ČE Z njim smo se pogovarjali predvsem o inovacijah, ki so predmet njegove knjige VEDNO ZNOVA Mapping innovation. Tako bomo dobro pripravljeni na odrski nastop in zadnjo IŠČETE PROBLEME knjigo Cascades, kjer se bomo naučili, kako spremembe vpeljati v svoje življenje IN REŠITVE ZANJE oziroma poslovanje.

omu bi priporočali svojo zadnjo knjigo Cascades: How to Create a Movement that Drives K Transformational Change? Cascades je povezana z mojo prvo knjigo Ma- pping innovation, kjer o inovaciji ne govorim le kot o enkratnem dogodku, ampak o inovaciji kot o procesu odkrivanja, inženiringa in transforma- cije. Zadnja knjiga pa govori le o transformaciji. Začetki te knjige segajo v leto 2004, ko sem v času oranžne revolucije vodil veliko medijsko hišo v Kijevu v Ukrajini. Takrat me je navdušilo, kako v času revolucije na tisoče različnih ljudi, ki bi v nekih normalnih okoliščinah počeli na tisoče raz- ličnih stvari, nenadoma vsi delajo isto. Seveda me je takoj zanimalo, kako bi lahko to prenesel v poslovanje. Kako bi lahko stranke, ki si želijo kupiti toliko različnih stvari, usmeril v nakup ti- stega, kar bi jim rad prodal. Potem so tukaj še zaposleni, ki imajo vsak svoje ideje, jaz pa želim, da sprejmejo tudi meni pomembne pobude. Ena- ko sem pomislil še pri vlagateljih in oglaševalcih. Tako se je začelo 15 let dolgo raziskovanje, kako ustvariti spremembe. V prvi knjigi lahko izveste veliko o inovacijah, kako jih odkrivati, kako rešiti izzive. Vprašanje, ki ostaja odprto, pa je, kako vse to nadgraditi. Kako vse te inovacije spraviti v pogon, kako doseči, da jih bodo ljudje sprejeli. Cascades je namenjena vsem, ki želijo ustvariti spremembo v svoji organizaciji, v svoji industriji, skupnosti ali celotni družbi.

Če se transformacija zgodi, ali grejo vse te skupine ljudi, ki ste jih omenili, skozi enak proces preoblikovanja? Procesi so sorodni, delujejo po podobnih princi- pih, vendar niso popolnoma enaki. Ko poslušamo o korporativni ali organizacijski preobrazbi, je

18 SPEAKERS | GOVORCI to navadno skozi perspektivo poslovnega sveto- vsega dovolj in da je čas, da nekaj naredi. To je Kako bi lahko Slovenija lahko postala bolj valca ali profesorja. Pri družbenih in političnih tisti kazalnik, da si nekdo zares želi spremembo. zanimiva za tuja podjetja? gibanjih imamo pogosto na tisoče in tisoče Specializacija bi lahko pomenila dobrodošlo različnih dokumentiranih perspektiv. Ko sem Vsak problem je drugačen in tako je tudi spremembo. Prijateljica AnnaLee Saxenian je na- beležil poglede posameznikov na ta družbena z rešitvami. Ali kljub temu obstaja kakšen pisala zanimivo knjigo The Regional Advantage. in politična gibanja in potem skozi to prizmo o vodnik, kako najti boljše in pametnejše Nastala je v osemdesetih letih in govori o padcu poslovni transformaciji govoril podjetnikom, so rešitve? tehnološkega koridorja zunaj Bostona, ki je vča- se naše perspektive popolnoma razširile. Odkrili O tem se učimo na naših delavnicah z naslovom sih veljal za tehnološki center sveta, in o vzponu smo veliko stvari, ki jih v literaturi o upravljanju Problemi, disrupcija in priložnosti. Problem je Silicijske doline. Ugotovila je, da je Silicijska do- sprememb ni bilo mogoče najti. Ključno je, da nekaj, kar potrebuje rešitev, disrupcija pomeni lina zaradi različnih razlogov delovala kot ekosi- boste, kadarkoli poskušate sprožiti kakršnokoli nevarnost za prihodnost, priložnost pa je nekaj, stem, v Bostonu pa so vsa podjetja nase gledala preobrazbo, trčili ob odpor. Torej potrebujete na- kar lahko dosežemo. Problemi so očitno povezani kot na individualno podjetje. Ko se je tehnologija črt za podporo spremembam, ki jih želite uvesti, z disrupcijo in ta s priložnostmi. Na delavnicah s začenjala spreminjati, sprememb niso več doha- in hkrati proti odporu. pomočjo različnih tehnik lahko pridemo do treh jali. Zanimivo je bilo tudi, da te, če si zapustil ali šestih problemov, ki potrebujejo vsak svojo podjetje, pri katerem si bil zaposlen v Bostonu, Pri inovaciji gre torej za reševanje izzivov, rešitev. Sicer pa različni ljudje počnemo stvari nihče več ni niti povohal. Če si zapustil podjetje v kar zveni preprosto, pa najbrž ni ravno različno, tudi vsako podjetje je zgodba zase. tako. Kaj je torej najpreprostejši in najtežji Metoda Steva Jobsa je bila, da je na trgu našel Marsikdo je prepričan, da so temelji del inovacije? zanič izdelek in je iz njega naredil nekaj čudovi- Najtežji del je najti dober smiseln problem. Med tega. Jobs je bil sposoben preoblikovati nekaj, kar inovacije ideje, v resnici pa so bistveni raziskovanjem za Mapping innovation sem go- je bilo zanič, v nekaj, kar je bilo noro dobro. Tako dobri smiselni problemi. voril s številnimi in najrazličnejšimi ljudmi, od je nastal ipod, tisoč pesmi v žepu. Podjetja, kot Nobelovih nagrajencev, startupovcev, podje- sta IMB in do neke mere Google, iščejo resnično Silicijski dolini, je bila velika možnost, da bo tvoj tnikov do raziskovalcev ter izvršnih direktorjev temeljne težave. Startupi delujejo po drugačnem prvi kupec ali dobavitelj nekdo iz tvojega nekda- pomembnih podjetij, kot sta Google in IBM. Vsi načelu. Najprej imajo izdelek oziroma storitev in njega podjetja. Podjetja v Silicijski dolini so na- so bili zelo različni, mene pa je zanimalo, kaj nato iščejo težavo, ki jo z njim rešujejo. Zato se mreč tako medsebojno povezana. Zato so se tudi jih povezuje, kaj imajo skupnega. Nekateri so iskanje rešitev razlikuje tudi glede na to, za ka- veliko lažje prilagajala tehnološkim spremembam. bili zelo odprti, drugi popolnoma introvertirani, kšno podjetje gre, pri vseh pa je enako pomemb- Čez desetletje je izdala knjigo The New Argonauts, nekatere organizacije, v katerih so delovali, so bile no, da znajo prepoznati dober problem. To je tisti, ki opisuje na novo nastala tehnološka središča v Tel centralizirane, druge ne. Sčasoma sem spoznal, da za katerega ljudje potrebujejo rešitev. Ena od mo- Avivu, Tajpeju in Izraelu, ki bi bil zelo dober model za dobri inovatorji niso zato, ker se ukvarjajo s kakšno žnosti iskanja dobrega problema je, da poiščete Slovenijo. Ugotovila je, da nova tehnološka središča posebno panogo ali ker obvladajo kakšne posebne nekaj, kar ljudje poskušajo zaobiti. To pomeni, da niso nastala po naključju. Ustvarjati so jih začeli tehnike, ampak samo zaradi dejstva, da so vedno nečesa sami ne morejo rešiti, zato po neki skoraj ljudje, ki so včasih delali v Silicijski dolini. Po vrni- znova iskali nove probleme, ki jih je treba rešiti. Naj- nori poti poskušajo priti do cilja. Takšno težavo tvi v svojo domovino so namreč ohranjali tesne lažji del je priti do idej. Največkrat se zgodijo tako, sta recimo rešila Uber in AirBnB. stike z okoljem, v katerem so prej delovali. Če bi da zberemo ljudi, ki skupaj vetrijo možgane. Tako Sloveniji dal kakšen nasvet, kako bi postala bolj lahko pridobimo številne ideje. Popolnoma druga V enem svojih člankov omenjate različne inovativna, bi rekel, da se vprašajte, kako lahko stvar so dobre ideje. Takšne, ki so relevantne tudi osebnostne tipe ljudi. Kateri so najboljši razširite in poglobite povezave z drugimi inova- zunaj prostora, kjer se rodijo. Eden od očetov vit- inovatorji? cijskimi centri po vsem svetu. kega startupa Steve Blank mi je povedal, da so Noben osebnostni tip ni od drugega bolj ali se vsakič, ko se je zadrževal v svojem podjetju, manj primeren za inovacije. Pri inovacijah gre Imate kakšen poseben ritual pred javnim začele težave. In pozneje, ko se je več zadrževal za reševanje problemov, ki so med seboj različni, nastopom? zunaj njega, so se stvari obrnile na bolje. To je zato potrebujemo različne tipe ljudi, da najdejo Na fakulteti sem bil atlet in tam sem se naučil bilo tudi eno od glavnih spoznanj, na katerem ustrezne rešitve. Če ste po značaju podobni lisici, ne razmišljati o rezultatu, ampak se mentalno temeljijo vitki startupi. Marsikdo je prepričan, poskrbite, da boste sodelovali z ježi. Če ste in- sprehoditi skozi potek igre oziroma v tem primeru da so temelji inovacije ideje, v resnici pa so bi- trovertirani, se obdajte z odprtimi ljudmi. Vsak javnega nastopa. Razmišljanje o izidu me nervi- stveni dobri smiselni problemi. Če prepoznate nekaj prispeva in vsak nekaj potrebuje. Najbolj ra, zato se raje osredotočim na osnove – katere takšen problem, bodo prišle tudi ideje. presenetljiva ugotovitev raziskav za Mapping so moje najpomembnejše točke, ki jih želim pred- innovation je bila, da je večina inovatorjev pri- staviti. Kateri so glavni kazalci, da podjetje jaznih in velikodušnih. Večina ljudi, ki sem jih potrebuje preobrazbo? intervjuval, je zelo uspešnih in zaradi tega sem Kaj počnete v prostem času? Transformacija je odločitev, ki jo mora sprejeti bil nekoliko zadržan. Vendar sem kmalu ugotovil, V prostem času se popolnoma posvetim družini. vsak zase, ker si morate želeti sprememb. »Re- da so eni izmed najbolj prijaznih in velikodušnih volucija se nikoli ne začne s sloganom, začne se ljudi, ki sem jih kdaj spoznal. Seveda me je zani- Kakšen je vaš nasvet za najučinkovitejše z razlogom,« je nekaj, kar vedno rečem. V uvodu malo, zakaj. Težko je bilo verjeti, da je tako čisto mreženje na konferencah? moje zadnje knjige povem zgodbo o sobotnem po naključju. Ugotovil sem, da veliki inovatorji Vse prevečkrat se ljudje osredotočajo na količino jutru, ko je, takrat moja zaročenka, vstala pred niso nič bolj pametni ali delovni od drugih. V pridobljenih stikov. Mislim, da je precej bolj po- mano. To je zelo neobičajno, vendar je bila ta osnovi ne vedo nič več kot drugi, poznajo pa ljudi, membno navezati stike s tistimi ljudmi, ki imajo dan že urejena in na poti ven. Povedala mi je, da ki znajo več. Veliki inovatorji niso imetniki znanja, za vas dodano vrednost. Srečajte se z ljudmi, ki gre na proteste. Bil sem začuden, ker vem, da je ampak posredniki znanja. S prijaznostjo in veli- lahko obogatijo vaše življenje in vas usmerijo na politika ne zanima. Vendar mi je dejala, da ima kodušnostjo gradijo dobre mreže stikov. nove poti.

19 ON WHICH MEDIA STRATEGY OTHER THAN YOURS YOU BET THIS YEAR? NA KATERO MEDIJSKO STRATEGIJO, KI NI VAŠA, STAVITE LETOS?

It is a very interesting campaign that deals Gre za zelo zanimivo kampanjo s temo, ki se je with an issue that we need to become more moramo bolj zavedati, in sicer zavržena hrana. aware of, namely the throwing away of food. Z ugotovitvijo, da je leta 2016 v smeteh končalo DARKO With the finding that in 2016 about 74 kilo- približno 74 kilogramov hrane na prebivalca, se grams of food per capita in Slovenia ended je začela zanimiva kampanja, ki nepričakova- BOSNAR up in the garbage, an interesting campaign no ozavešča potrošnike. Ko kupujemo izdelek, CREATIVE DIRECTOR, was launched that sensitizes consumers in se namreč ne zavedamo, da v povprečju 33 IMAGO an unexpected way. Namely, when we buy a odstotkov tega izdelka dejansko vržemo v sme- KREATIVNI product, we do not know that on average we ti. Zato je NATURETA potrošnikom ponudila 33 DIREKTOR, actually throw 33% of that product away. This odstotkov MANJ izdelka po isti ceni. IMAGO is why NATURETA initially offered consumers Nepričakovana ponudba je seveda pritegnila 33% LESS product at the same price. javnost in sprožila zelo zanimivo razpravo o tej The unexpected offer has of course drawn pu- čedalje pomembnejši problematiki. blic interest and triggered a very interesting debate on this increasingly important issue.

There are many good campaigns. Of the com- Veliko je dobrih del. Od konkurenčnih del mi peting works, campaign that impresses most najbolj odzvanja kampanja: »JANA. DUBOKO is: »JANA. DUBOKO IZNAD SVIH.« IZNAD SVIH.«. Last year, we got to know the depths of the world Lani smo spoznavali svet morskih globin s from the perspective of the World Diving Cham- perspektive svetovnega prvaka v potapljanju, pion, and we are currently following the action trenutno pa spremljamo nadaljevanje akcije on social media and get to know the depths of na družbenih medijih in spoznavamo globine BARBARA space from the perspective of one of the most vesolja s perspektive ene od najbolj znanih famous astrophysicists in Croatia. The action astrofizičark na Hrvaškem. Akcija je čustvena, MODIC MANAGING DIRECTOR, is emotional, bold, and the content is perfectly drzna, vsebine pa so odlično prilagojene komu- PRISTOP MEDIA tailored to communication channels. nikacijskim kanalom. DIREKTORICA, PRISTOP MEDIA

»ART DIRECTED BY NATURE« project grabbed Projekt »UMETNOST V REŽIJI NARAVE« (Art NIKOLA my attention in the last year. Although it’s a directed by nature) me je pritegnil v zadnjem small project for an Istrian winery, using me- letu. Čeprav gre za majhno kampanjo istrskega PARUN theorological data, merging it with design and vinarstva, je z uporabo meteoroloških podatkov, applying it to the bottle labels made it bigger združenih z zasnovo in nanašanjem na etikete HEAD OF PR & DIGITAL than expected. I would surely love to see, not steklenic naredil več od pričakovanega. Zago- MEDIA, OVATION BBDO only the media strategy and ammount of ear- tovo bi rad videl ne le medijsko strategijo in VODJA ZA ODNOSE ned PR value, but business results as well. At povišano PR-vrednost, temveč tudi poslovne Z JAVNOSTJO IN the end of the day, creativity is awesome, but rezultate. Ustvarjalnost je super, toda štejejo DIGITALNE MEDIJE, business results are what matters! poslovni rezultati! OVATION BBDO

20 COMPETITION OPINION | MNENJE KONKURENCE

I’m not a betting woman, because I don’t be- Nisem hazarderka, ker ne verjamem v srečo, lieve in luck when it comes to strategies, even ko gre za strategije, čeprav sem vedno pripra- though I’m always ready to take a risk. Howe- vljena tvegati. Kljub temu pa morajo blagovne ver, to reach phenomenal results, brands need znamke združiti strategijo in ustvarjalnost. Vsi, to combine strategy and creativity. Everyone ki so vpeti v ta posel, vedo, da ni ene same involved in this business knows that there isn’t strategije, ki bi veljala za vsako blagovno VESNA a single strategy valid for every brand that will znamko in omogočila doseg vseh ciljev blagov- BEGANOVIĆ enable reaching each of its goals and target ne znamke in ciljnih skupin. Univerzalen recept groups. It isn’t universal. Media strategy needs ne obstaja. Medijska strategija mora slediti FOUNDER & CEO, VIA MEDIA to follow strategic business goals, be innovati- strateškim poslovnim ciljem, biti inovativna ve and incorporate authentic ways of approa- in vključevati pristne načine pristopa do vsake USTANOVITELJICA IN IZVRŠNA ching each target group. This is the only correct ciljne skupine. To je edini pravilen način dose- DIREKTORICA, VIA MEDIA way to reach desired results. ganja želenih rezultatov.

My vote goes to McCann Beograd's »BRRRE- Moj glas dobi kampanja »BRRRESKVA BRRRA- SKVA BRRRATE« campaign, whose showcase TE« agencije McCann Beograd, katere zvezdi horses are a new flavour and the popular musi- sta nov okus in priljubljeni glasbenik Coby. Za cian Coby. On this occasion, he created the hit to priložnost je ustvaril hit »Samo probaj«, ki »Just Try«, which has a double meaning and ima dvojni pomen in med mlade širi pozitiven spreads a positive worldview among the young pogled na svet. Drugačno razmišljanje pri sno- JAN people. Thinking differently about the design of vanju kampanje se je obrestovalo, saj je video- the campaign has paid off, as the video clip spot v prvem tednu (naložen je bil na prvi šolski OMAHEN uploaded to YouTube (on the first day of school) dan) na YouTubu presegel milijon ogledov, ki še surpassed one million views in the first week rastejo. INNOVATION DIRECTOR, and the number is still growing. LUNA\TBWA DIREKTOR INOVACIJ, LUNA \TBWA

I have been impressed by the Burger King V zadnjem času me navdušuje blagovna znam- brand lately. Their »WHOPPER IS 'FLAME- ka Burger King. Njihov WHOPPER JE »FLAME- -GRILLED« and their campaigns rock. They -GRILLED«, njihove kampanje pa preprosto communicate very unconventionally, not only zažigajo. Komunicirajo zelo nekonvencionalno, LUKA in content but also from the media point of ne samo z vsebinskega, temveč tudi medijske- view. They often use existing channels or create ga vidika. Velikokrat na nov način uporabljajo BAJS brand new channels to achieve the goals of obstoječe kanale ali ustvarjajo povsem nove, CREATIVE DIRECTOR, GREY their campaigns. da dosežejo cilje svojih kampanj. KREATIVNI DIREKTOR, GREY

Best campaign of the year? Surely RAISING Najboljša akcija leta? Zagotovo ZBIRANJE DONATIONS WORTH TWO MILLION FOR KRIS. DVOMILIJONSKE DONACIJE ZA KRISA. Akcija The campaign began with a single TV contri- se je začela z enim TV-prispevkom in vrtoglavo ROBERT bution and a staggering number that had to številko, ki bi jo bilo treba zbrati v omejenem be collected in a short time. The news then času. Vest o tem je nato bliskovito zavzela me- BOHINEC took a lively turn to the media, social networks, dije, družbena omrežja, aktivirala posameznike activated individuals and societies, inspired in društva, navdihnila dogodke … in povezala CREATIVE DIRECTOR, events... and united the proverbial Slovenians. pregovorno sprte Slovence. Ti so v rekordno FUTURA DDB In record time, they collected the necessary kratkem času zbrali potrebno vsoto in vlili upa- sum and gave the necessary hope to the yo- nje mladi slovenski družini ter sodržavljanom KREATIVNI DIREKTOR, ung Slovenian family. And we have shown our dokazali, da skupaj lahko dosežemo vse. FUTURA DDB fellow citizens that we can achieve everything together.

21 LAUREN KELLY BEHAVIORAL SCIENCE AS A TOOL FOR

ideate from the perspective of the person using stand people. As I’ve mentioned, that understan- INNOVATION their service or product. We bring behavioral sci- ding comes from behavioral science. To start, ask ence into each step to innovate for what people yourself three questions. What is the person doing? actually do. Not what we think people will do. This What are people around them doing? And how am is an important distinction. People do irrational I currently creating that behavior? The best soluti- things all the time. Take road safety. We all under- ons connect all three. stand road accidents happen. Yet we still speed, leave the seat belt unfastened, cycle through red What is BehaviourKit? Microsoft, Coop Digital, the British and lights and jaywalk. We know, but we don’t do. This I’m the first to admit that behavioral science can Estonian governments, Sky Betting & gap exists across every decision we make. Your be confusing. With so much to read and being decisions are subject to bias and influence. It’s the heavy on the science lingo, it can lose the best Gaming and Contentful are just a few same with the people around us. And the people of us. Bu, the knowledge is vital for problem sol- brands that design psychologist and using the products, services and campaigns that vers, especially those creating for other people. we create. BehaviourKit aims to create actionable behavioral founder of BehaviourStudio Lauren But how do we mix behavioral science and de- science for problem solvers that is easy to under- Kelly consulted about the importance of sign thinking? As individual as we all think we stand and easy to use. Over the next few months, are that, individual. But we share the same brain we are publishing more of our card-based tools, combining the psychological sciences anatomy and the same fundamentals that make tasks and bite-sized knowledge that we’ve crea- and design and with that make their us human. Fundamentals that have been resear- ted for our clients at BehaviourStudio. I believe it’s ched and collated across behavioral science. They important to understand the theory, but it’s more products and services better. Before we give us principles of behavior that we can use as important to be able to use it effectively in your meet her at SEMPL21, we asked her how tools in the design-thinking process. Our studio’s current workflow. framework is called Me-We-Oversee. When appro- her magic works. aching a problem, we diagnose and ideate at three BehaviourStudio has collaborated with levels. We look at people as individuals, people as several global brands. Can you pick some ow would you explain what a influenced by others, and the factors in the world of your favorite projects and explain what design psychologist does? that govern what we do. These factors include eve- their goal was? As a design psychologist I sit in two rything we interact with. From the rules we follow, We’ve worked across multiple sectors and different worlds—design and psychology. I the technology we use and services we value. Each sizes of organization. The joy of behavioral princi- H is molding and influencing our behavior, without ples is that they remain the same, so we can start apply practices, knowledge and techniques found in psychology to the problem-solving process of us even realizing. We combine all three levels from the same basic understanding. One project design. In short, I understand how people think to create new solutions that have an effect on that stands out includes our work with the Esto- and how people react to ideate better solutions. I people’s behavior. nian Government. We worked with the Estonian work by improving how creative teams work and Government’s innovation department, meaning we by solving product- and service-based problems What can a brand achieve with clever and had access across multiple departments and the for our clients. thoughtful design? different behavioral problems that they face. From The value of design has been shown to bring re- reducing youth re-offending and increasing repor- You mix behavioral science and design turns time and time again. But clever and thou- ting of violent crimes to the police, to encouraging thinking. How does that work? ghtful design enters the world of psychology. To older communities to install fire alarms in their Design thinking focuses on people. It helps teams create design that has impact you need to under- homes, and reducing the number of people cho-

22 SPEAKERS | GOVORCI

ZNANOST O VEDÊNJU KOT Microsoft, Coop, britanska in estonska vlada, Sky Betting & Gaming in Contentful je le nekaj strank, ki jim je psihologinja oblikovanja in ustanoviteljica podjetja BehaviourStudio ORODJE ZA svetovala o pomembnosti združevanja psiholoških znanosti in oblikovanja ter s tem izboljšala njihove izdelke in storitve. INOVACIJE Preden jo srečamo na 21. SEMPL-u, smo jo povprašali, v čem je trik njene znanosti. osing to not vaccinate their children. Take the last aj pravzaprav počne psiholog ki jih lahko uporabimo kot orodja v procesu obli- case. Starting with people’s behavior means we oblikovanja? kovanja razmišljanja. Naš studio deluje v okvirjih look outside of the impact decision—the decision Kot psihologinja oblikovanja sem »Me-We-Oversee«. Ko zaznamo problem, ga opre- not to vaccinate—to the context of the behavior. hkrati v svetu oblikovanja in psi- delimo in o njem razmišljamo na teh treh ravneh. K Torej, na ljudi gledamo kot na posameznike, kot na Exploring where it was formed, what social and hologije. Pri reševanju izzivov na področju dizaj- outside factors influence it and how it then for- na uporabljam prakse, znanje in tehnike, ki jih tiste, na katere vplivajo drugi, potem upoštevamo med people’s behavior later on. One of the things najdemo v psihologiji. Na kratko, razumem, kako še dejavnike v svetu, ki vplivajo na to, kar počne- we explored was distrust of authority. There was ljudje razmišljajo in kako se odzovejo na zamisel o mo. Ti dejavniki vključujejo vse, s čimer prihajamo a shift from trusting doctors to trusting the com- boljši rešitvi. Izboljšujem delovanje kreativnih ekip v interakcijo, od pravil, ki jih upoštevamo, tehnolo- munity. From Me level to We level. Trust is built in rešujem težave, ki se pojavljajo pri oblikovanju gije, ki jo uporabljamo, do storitev, ki jih cenimo. through communication and sense of authority. izdelkov in storitev naših naročnikov. Vse to oblikuje in vpliva na naše vedênje, ne da Both can be improved by looking at how doctors bi se sploh zavedali. Z združevanjem teh treh sto- communicate at the physician's office, with the Pri svojem delu znanost o vedênju penj ustvarjamo nove rešitve, ki spet vplivajo na aim of stopping the shift to people looking to onli- vključujete v proces oblikovanja. Kako to vedênje ljudi. ne communities for alternative information. deluje? Oblikovanje se osredotoča na ljudi. Kreativnim Kaj lahko blagovna znamka doseže z How do you measure the success of a skupinam pomaga, da razmišljajo v smeri, kako domiselnim in dovršenim oblikovanjem? project? bodo posamezniki ustvarjeni izdelek ali storitev Dobro oblikovanje ima vsekakor svojo vrednost. We measure projects differently. We focus on hu- uporabljali. Tukaj nastopi znanost o vedênju, ki Dodana vrednost domiselnega in dovršenega di- man factor KPIs. They are measures that focus on nam ponuja vpogled v vsak korak, ki ga ljudje pri zajna pa je prav vstop v svet psihologije. Če želimo the effect of behavior, the outcomes that we can uporabi izdelka ali storitve dejansko naredijo, kar ustvariti dizajn, ki ima vpliv, moramo ljudi razume- measure by observing and asking. We observe to presega predvidevanja o tem, kaj mi mislimo, da ti, in kot sem že omenila, to razumevanje izhaja iz see what people did, and ask to understand why ljudje delajo. To je bistvena razlika. Ljudje namreč znanosti o vedênju. Za začetek se moramo vpraša- they did it. We form human factor KPIs at the start nenehno sprejemamo iracionalne odločitve. Re- ti, kaj posameznik počne, kaj počnejo ljudje okoli of a project, setting out the objectives to be mea- cimo glede varnosti v prometu. Čeprav vemo, da njega in kako trenutno ustvarjamo takšno vedênje? surable from the start using behavioral objectives. obstaja možnost za prometno nesrečo, ne upošte- Najboljše rešitve povezujejo to troje. So instead of ‘increase engagement’, we break vamo omejitev hitrosti, ne uporabljamo varnostne- that down to determine what it means in terms of ga pasu, prevozimo rdečo in prečkamo cesto, kjer Kaj je BehaviourKit? what people actually do. Steering clear of ambigu- ni prehoda za pešce. Vemo, kaj je prav, pa kljub Sem med prvimi, ki priznam, da je znanost o ity, like how people feel. temu ravnamo drugače. Ta prepad obstaja pri vedênju lahko konfuzna, saj obsega veliko literatu- Behavioral research is vast. In short, you can me- večini odločitev. Sprejemamo jih pristransko in re in znanstvenega jezika. Vendar je znanje ključ- asure behavior by conducting random controlled zaradi različnih vplivov. Enako je s posamezniki, ki nega pomena za tiste, ki poskušajo najti rešitve za trials—measuring what people did against a uporabljajo naše izdelke in storitve ter kampanje, izzive, s katerimi se ljudje srečujejo. BehaviourKit neutral condition. You can ask people what they ki jih ustvarjamo. je preprosta, razumljiva in uporabna znanost o intend to do beforehand and ask what they did Torej, kako povezujemo znanost o vedênju in obli- vedênju, namenjena reševalcem problemov. V afterwards to compare what they recall. What peo- kovanje? Individualno, enako kot zase verjamemo, naslednjih mesecih bomo v BehaviourStudiu na- ple mention changes and can give an insight into da smo individualni, čeprav imamo isto možgan- ročnikom ponudili še več tovrstnih orodij, nalog in what they did and why. The last is behavioral data, sko anatomijo in iste temelje, zaradi katerih smo veščin. Verjamem, da je pomembno razumeti teo- usually taken from technology. You can use this to ljudje. Osnove, ki so bile raziskane in primerjane rijo, še pomembneje pa je, da jo lahko učinkovito create a richer understanding at scale. v vedenjski znanosti, nam dajejo načela vedênja, uporabimo v svojem trenutnem delovnem procesu.

23 BehaviourStudio je sodeloval s številnimi LOVRO globalnimi blagovnimi znamkami. Bi lahko našteli svoje najljubše projekte in pojasnili, PETERLIN kaj je bil njihov cilj? MANAGING DIRECTOR, A1 Sodelovali smo z različno velikimi podjetji in or- ganizacijami iz različnih panog. Ne glede na to, MANAGING DIREKTOR, A1 vedênjska načela zmeraj ostajajo enaka, zato je delo izhajalo iz istega osnovnega razumevanja. Eden izmed opaznih projektov je bil z estonsko Many organisations choose project teams ce and psychology. How much emphasis do you vlado, ko smo sodelovali z njihovim oddelkom za to improve user experience and overcome currently place on this knowledge at A1 and in inovacije. Imeli smo dostop do številnih oddelkov challenges. Have you ever tried this which business areas do you think you are most in se srečevali z različnimi izzivi na področju yourself to achieve (even) better results likely to contribute? vedênja. Želeli so zmanjšati število mladole- and what do you think of it? The quality of a particular product is, in the eyes tnih prestopnikov, policija je namreč poročala o User experience is not a project, but a way of of the user, his perception of the experience during povečanju števila nasilnih zločinov, starejše so thinking and acting that everyone in the company use. It is therefore clear that psychology plays a spodbujali k nameščanju požarnih alarmov in has to internalize. Five years ago, we consciously crucial role in the economy. And not only in re- prizadevali so si zmanjšati število staršev, ki se raised awareness of the importance of user expe- cent years, when behavioural economics has ne odločijo za cepljenje svojih otrok. rience at A1. Until then, we were involved in the taken an important place in the business wor- Če se osredotočimo na zadnje. Začenši z project experience, but we realized that it would ld thanks to Daniel Kahneman. Just think of a vedênjem pomeni, da gledamo onkraj vpliva be difficult to reach the goal of providing the best common marketplace. Why do you always buy okolice – od odločitve ne cepiti do konteksta tega user experience on the market. For this reason, we apples at the same stand and not at another vedênja. Raziskovali smo, kje je nastalo, kakšni have established a User Experience Management one, even though they come from the same družbeni in zunanji dejavniki so nanj vplivali in department and elevated User Experience to a grower and are sold at the same price? Beca- kako se je pozneje oblikovalo vedênje ljudi. Ena strategic level. Today, the department proactively use of the factors that fall most within the field izmed stvari, ki smo jo raziskali, je bilo nezaupa- takes care of maximum user experience and elimi- of psychology. At A1, we have been aware of this nje avtoriteti. Do premika je prihajalo v razmerju nates possible defects in processes and products. for a long time and have systematically dealt with pri zaupanju zdravniku in zaupanju skupnosti. We give users what they need when they need it and the field of psychology in recent years. Now we Torej od ravni »Me« do ravni »We«, če izha- how they like it best. And that's what produces the are gradually introducing behavioural research jamo iz okvirja »Me-We-Oversee«, po katerem winners. Today it is no longer enough just to satisfy to make products, communication and processes delujemo. Zaupanje gradimo skozi komunika- the users. They need to be impressed and inspired. more efficient. We believe that the introduction of cijo in občutek avtoritete. Oboje lahko izboljša- elements of behavioural research will also make a mo, če pod drobnogled vzamemo, kako zdravniki Not just marketing, the entire business world is significant contribution to the mosaic of the best v svojih ordinacijah komunicirajo, namesto da se increasingly intertwined with behavioural scien- user experience. posamezniki po informacije zatekajo v spletne skupnosti. Mnogo podjetij se odloča za projektne psihologijo. Koliko poudarka trenutno dajete Kako merite učinkovitost? skupine za izboljšanje uporabniške v A1 tem znanjem in na katerih področjih v Nekoliko drugače, s ključnimi kazalniki uspe- izkušnje in reševanje izzivov. Ste sami podjetju lahko po vašem mnenju največ dopri- šnosti človeškega dejavnika. To so meritve, ki tako že poskusili priti do (še) boljših nesejo? se osredotočajo na učinek vedênja. Rezultate rezultatov in kaj menite o tem? Kakovost določenega produkta v očeh uporab- pridobivamo z opazovanjem in spraševanjem. Uporabniška izkušnja ni projekt, ampak način nika je njegova percepcija izkušnje ob njegovi Opazujemo, da vidimo, kaj ljudje počnejo, in razmišljanja in delovanja, ki ga morajo ponotra- uporabi. Zato je jasno, da psihologija v poslu sprašujemo, da razumemo, zakaj so to nare- njiti vsi v podjetju. V A1 smo se širitve zavedanja igra ključno vlogo. In to ne samo v zadnjih letih, dili. Ključne kazalnike uspešnosti človeškega o pomembnosti uporabniške izkušnje načrtno ko je vedenjska ekonomija predvsem po zaslugi dejavnika oblikujemo na začetku projekta, ko lotili pred petimi leti. Dotlej smo se namreč z Daniela Kahnemana zasedla pomembno mesto v določimo še cilje, ki jih je mogoče meriti od za- uporabniško izkušnjo tudi mi ukvarjali projektno, poslovnem svetu. Tako je že od nekdaj. Pomislite četka z uporabo vedênjskih ciljev. Ne zanima a ugotovili, da bomo tako le stežka prišli do cilja samo na povsem običajno tržnico. Zakaj kupite nas povečanje »engagementa«, ampak kaj zagotavljati najboljšo uporabniško izkušnjo na trgu. jabolka vedno na isti stojnici, in ne na kateri ljudje dejansko počnejo, v nasprotju s tem, kar Zato smo ustanovili oddelek za upravljanje uporab- drugi, čeprav so od istega pridelovalca in se čutijo. niške izkušnje in uporabniško izkušnjo dvignili na prodajajo po isti ceni? Zaradi dejavnikov, ki Vedenjskih meritev je veliko. Vedênje lahko merite strateško raven. Oddelek danes proaktivno skrbi, še najbolj sodijo na področje psihologije. V A1 tako, da izvedete naključno kontrolirane meritve da je uporabniška izkušnja na najvišji ravni, ter se tega zavedamo že dolgo, sistematično pa tega, kaj so ljudje storili v primerjavi z nevtralnim odpravlja morebitne pomanjkljivosti v procesih se s področjem psihologije tudi mi ukvarjamo stanjem. Ljudi lahko vprašate, kaj nameravajo in produktih. Uporabnikom tako damo tisto, kar zadnjih nekaj let. Zdaj postopoma uvajamo še storiti vnaprej, in jih nato vprašate, kaj so dejan- potrebujejo, ko to potrebujejo, in na način, ki jim vedenjsko znanost, s katero želimo narediti pro- sko storili, potem pa primerjate, česa se spomni- je najljubši. To pa je tisto, kar ustvarja zmago- dukte, komunikacijo in procese bolj učinkovite. jo. Tako izveste, kaj so storili in zakaj. Potem so valce. Danes namreč ni več dovolj uporabnikov Verjamemo, da bo uvedba elementov vedenjske tukaj še podatki o vedênju, ki jih lahko pridobite s zadovoljiti. Treba jih je navdušiti in navdihniti. znanosti dodala pomemben kamenček tudi v pomočjo tehnologije in so namenjeni še boljšemu mozaik zagotavljanja najboljše uporabniške iz- razumevanju. Ne samo marketing, ves poslovni svet se vse kušnje. bolj prepleta z behaviorističnimi znanostmi in

24 Narejen za moj dan

NAREJEN ZA MOJA UŠESA

www.radioaktual.si If the era that is slowly coming to an end was mostly defined by searching for ways how to process big data and NEW ERA OF extract as much data - useful for marketing and sales - as possible, MARKETING how to effectively collect such information and obtain all necessary permits to store it, practices that emphasize success alongside efficiency and content alongside form are now increasingly coming to the forefront. From the measurable in detail we again move towards marketing that is rooted in creativity and behavioral findings.

MEASURE EFFECTIVENESS INSTEAD OF ROI

itson and the duo Field&Binet have long were football teams, the first would pursue a ago become ambassadors of marketing strategy of strong defense. Players would stay “Campaigns are generally success and their theory is growing into on their side of the field, desperately defending becoming less effective because Ra global movement that emphasized the their own goal and trying to score the winning meaning of long-term effectiveness instead of one. Team effectiveness would bet on offense – of a growing focus on ROI.” the pursuit of efficiency. More and more experts they would attack strategically, win by scoring and researchers agree with their findings, con- as many goals as possible, while being aware Mark Ritson firming them with data analyses, behavioral that they might also receive some. So, which sciences and case studies of successful bran- match would you rather watch? ds. Everyone recognizes that the trend which To achieve optimal results and particularly long- enthroned ROI as the main KPI for marketing -term success of brands, we must rely on a com- effectiveness has done more harm to the indu- bination of efficiency and effectiveness and know stry than good. If efficiency and effectiveness the difference between them.

BE RELEVANT and DEVELOP YOUR OWN VOICE

In times of constant change, emerging new consumers tend to choose brands that are diffe- “If you don’t give the market trends and ever growing competition, buyers rent, trustworthy and use their influence to make expect much more from brands than merely a a social impact. Smart brands understand the the story to talk about, they’ll Igood product. Companies must stay ahead of rules of relevance and earn their position on the define your brand’s story for their competition and meet the needs of their co- market every day. So don’t forget that a stra- stumers at the same time. tegic and long-term marketing strategy is an you.” In order for brands to stay relevant, they must also important part of a company’s strategy and that David Brier develop a distinctive, recognizable and unique you, marketeers, creatives or PR professionals tone of voice. It’s not only important what you say have an important role in shaping a bright futu- to your customers, but how you say it. Nowadays, re for companies.

26 NEW ERA | NOVA ERA NOVA ERA MARKETINGA

Medtem ko je bilo obdobje, ki počasi mineva, predvsem iskanje poti, kako obdelati velike baze podatkov (big data) in iz njih izvleči kar največ za marketing in prodajo uporabnih podatkov, kako take informacije čim bolj učinkovito zbirati in za njihovo hranjenje dobiti vsa potrebna dovoljenja, zdaj v ospredje vse bolj prihajajo prakse, ki poudarjajo uspešnost poleg učinkovitosti in vsebino poleg forme. Od detajlno merljivega se torej znova odmikamo v marketing, ki ima korenine v kreativnosti in behaviorističnih dognanjih. MERITE USPEŠNOST NAMESTO ROI

itson ter dvojec Field&Binet so že dolgo pi, bi prva delovala po strategiji močne obrambe. »Kampanje na splošno postajajo nazaj postali ambasadorji marketinške Igralci bi se držali na svoji polovici igrišča, krčevito uspešnosti, njihova teorija pa vse bolj branili gol ter s čim bolj optimalno igro poskušali manj učinkovite zaradi vse večje Rprerašča v globalno gibanje, ki namesto doseči zmagovalni zadetek. Ekipa uspešnosti pa bi osredotočenosti na donosnost naložbe zasledovanja učinkovitosti krepi pomen dolgoroč- stavila na napad – igralci bi strateško napada- ne uspešnosti. Njihovim ugotovitvam se vsak dan li, zmagali tako, da bi nasprotniku zabili čim več (ROI).« pridruži več strokovnjakov in raziskovalcev, ki prek golov, in se pri tem zavedali, da lahko tudi sami analiz podatkov, behaviorističnih znanj ter študij dobijo kakšnega. No, katero tekmo bi raje gledali? Mark Ritson primerov uspešnih blagovnih znamk potrjujejo Za optimalne rezultate, predvsem pa dolgoročno njihove ugotovitve. Vsi ugotavljajo, da je trend, uspešnost blagovnih znamk se moramo zanašati ki je ROI ustoličil kot ključni kazalnik marketinške na kombinacijo tako učinkovitosti kot uspešnosti uspešnosti, naredil industriji več škode kot koristi. ter znati med njima razlikovati. Če bi bili učinkovitost in uspešnost nogometni eki-

BODITE RELEVANTNI in OBLIKUJTE SVOJ GLAS

času nenehnih sprememb, pojavljanja namreč raje izberejo tiste blagovne znamke, ki so »Če ne ustvarite zgodbe, o kateri se lahko novih trendov in čedalje večje konkurence drugačne, vredne zaupanja in ki svoj vpliv izkori- kupci od blagovnih znamk pričakujejo veli- ščajo za to, da naredijo razliko v družbi. Pametne govori, bo trg sam oblikoval zgodbo za Vko več kot le dober izdelek. Podjetja morajo blagovne znamke razumejo pravila relevantnosti vašo blagovno znamko.« ostati boljša od svojih konkurentov in hkrati zado- in si vsak dan znova prislužijo svoj položaj na trgu, voljevati potrebe svojih uporabnikov. zato ne pozabite, da je strateška in dolgoročna David Brier Da bi blagovne znamke ostale relevantne, morajo marketinška strategija pomemben del strategije oblikovati tudi značilen, prepoznaven in edinstven podjetja in da imate kot strokovnjaki za marketing, ton komunikacije (angl. tone of voice). Ni torej kreativci ali npr. piarovci pomembno vlogo pri obli- pomembno samo, kaj sporočate svojim kupcem, kovanju svetle prihodnosti podjetij. ampak tudi, kako jim to poveste. Potrošniki danes

27 MADDIE RAEDTS THE IMPACT OF THE CONTENT IS MORE IMPORTANT THAN THE NUMBER OF LIKES

ow and why did you start to deal Which social media platforms are most with influential marketing? suitable for an influential marketing I started with Influencer Marketing campaign? Which are barely used or not Hback in 2009, when I was working used enough? Which do you think have the for Fashiolista.com, an online fashion platform most potential in the future? comparable to Pinterest. It was long before In- In Europe and America there are 5 main social stagram and Pinterest were even launched. My platforms: Instagram, YouTube, Facebook, Twitter responsibility was to grow the platform using in- and Snapchat. Instagram is by far the most widely ternational fashion bloggers, and I did that with used, as its photo sharing abilities lends itself to huge success. We grew the platform to 3 million be easy to interact with. YouTube is a major chan- active members around the globe in 2012. Then, nel for influencer marketing; however, the cost my business partner Emilie Tabor and I launched of producing a video far exceeds that of, say, an IMA, simply because we saw this opportunity to Instagram post or tweet, causing a fairly big bar- work with these bloggers/influencers on a much rier to entry for some brands. Currently, TikTok is larger scale. We had built up this amazing global looking to have the most potential; it currently has network of influencers, and had brands asking for 500 million active users and is growing daily. Its Maddie is Founder and CCO at IMA (The it on the other side. So we jumped on it, launched audience demographics are Gen-Z, which causes our agency, and it became a huge global success. brands to focus on other channels; however, we've Nederlands). She has been at the forefront We were the first ever to do so, on a global scale, seen Calvin Klein and Burberry launch highly su- of harnessing thepower of the international creating end-to-end influencer marketing strate- ccessful campaigns there. gies and campaigns for leading brands. bloggers and digital influencers since What are the tricks/functionalities for 2010, when she played a keyrole in Is influential marketing compatible with better influential marketing performance? every brand? The best advice that we always tell brands is to thedevelopment of the fashion inspiration Everyone consumes media in some form or another be authentic, and be native to the platform. What platformFashiolista.com.Today, she leadsa that is influencing the decisions that we make, whe- I mean is allow the influencer to connect with their ther we are aware of it or it is simply happening sub- audience in a way that makes sense for them. And young, international team of 85+ people consciously. This means that we can create strate- make sure the content that is created fits into the who are responsible for the way brands gies for almost all brands. It’s just that it may not be platform; if it looks like a brand has dropped it into on the typical Instagram feed that everyone is used a feed, you could see negative implications not work withinfluencers across the globe. to; it could also be on, say, LinkedIn or a podcast. only for the brand, but also the influencer.

28 SPEAKERS | GOVORCI

Is there anything missing from the tic connection’ for a brand, the perfect match. We platforms like Facebook and Instagram that have influencers in all sizes, verticals, audiences, could affect the performance/performance territories and niche communities that you can measurement? imagine. From macro to micro, from truck drivers At the moment, it is very hard to measure the im- to fashion bloggers. pact/value of an impression on the brand from an influencer marketing campaign per se. We know What are the criteria for fees for influencers that it works from following companies like Re- (number of followers/engagement/…)? What volve and Daniel Wellington; however, in the short is the average fee for influencer who is in the term, it is proving more difficult to see the correla- rank of 5M followers? tion, as the attribution usually comes down to last We always pay based on the value that the influ- click (or in other words Google). However, Facebook encer brings to the campaign. This means that we is working hard to ensure that in the future bran- take a lot of different factors into account: factors ds will have attribution models and with its latest such as actual impressions, engagement, quality BOLJ KOT beta test of Instagram shopping for influencers, of content, difficulty of the brief, etc. For a person we can see that we will be able to drive sales for with 5M followers, we would usually have our influ- brands in the near future, hence showing the ROI. encer managers reach out and directly negotiate VŠEČKI JE with the influencer’s manager, thus ensuring the What are the metrics for measuring best possible collaboration. influencer marketing campaign performance? Which are one of your favorite IMA global POMEMBNA Some of the key metrics are ones like Brand Lift, campaigns? Which brands are using Engagement Rates, and Earned Media. influencers in the best possible way? What are the most fascinating ODMEVNOST How could “hiding The best advice KPIs you have achieved with like count from that we always an influential marketing audiences” affect campaign? VSEBINE influential marketing tell brands is to Under Armour Rush that we just on Instagram? How wrapped up in London: 35 influ- could this affect be authentic, and encers were asked to find their collaboration between be native to the ‘one percent’. We generated over influencers and 55 million impressions from Je ustanoviteljica in glavna brands? platform. 5,727 posts, exceeding the KPI kreativna direktorica pri Hiding like counts will only by over 1200%. Under Armour shift the focus from engagements to better qua- is a best in class example for how they interact agenciji za vplivnostni lity content and the impact that the content has with the influencers and really make them brand marketing IMA. Od leta on the audience. It is important that the content ambassadors. resonates with the audience in a meaningful way. 2010, ko je odigrala ključno Do you cooperate with any Slovenian vlogo pri razvoju modne How can we identify an influencer with fake or SE Europe influencers? What are the followers? conditions influencers have to fulfill to join platforme Fashiolista.com, The easiest is to check their actual impressions on a IMA? je pionirka pri sodelovanju post. You are able to buy followers and engagements We have worked with Slovenian influencers for Bo- but you aren’t able to buy impressions. You’ll be able oking.com. We work with Booking globally, so we’ve z mednarodnimi blogerji in to see if the ratio between impressions and followers worked in nearly every European country with them. spletnimi vplivneži. is less than 10%; this may mean that they have fake We have an open network, so we ask people to join followers, or that their audience is no longer seeing our database; if we find a suitable match between Danes vodi mlado, their content (dormant followers). the brand and the influencer, we reach out. 85 - člansko mednarodno How many influencers is IMA collaborating What is your average daily social media ekipo, odgovorno with? Who are the most famous influencers screen time? How do you and your team za vzpostavljanje you represent? avoid social media burnout? IMA collaborates with thousands of influencers Around 2.5 hours: it’s life, it’s what we do. We are all komunikacije blagovnih each year. It depends on the clients and the cam- digital natives and we love it. However, personally, znamk z vplivneži po vsem paigns that they wish to activate. We recently I am very aware of keeping a healthy balance, and had a campaign which included @Nattinatasha I keep my team aware of that too. Put your phone svetu. (15.3M IG) and @Hannahstocking (16.7M IG) both away at the weekends and at night, and don’t get were fantastic to work with. IMA has an open ne- sucked into social media too much. Keeping that ako in zakaj ste se začeli ukvarjati twork of over 40,000 influencers, which continues balance is key. I also see social media very much z vplivnostnim marketingom? to grow. We opted for an open network simply be- as a business, so in my private life I don’t even use Z vplivnostnim marketingom sem se cause we always want to find the perfect ‘authen- it that much, funnily enough. K začela ukvarjati že leta 2009, ko sem 29 delala za spletno modno platformo Fashiolista. vsem blagovnim znamkam, je, naj bodo na vseh king, ki jih ima dober milijon in pol več. Z obema je com, ki je primerljiva s Pinterestom, vendar je platformah avtentične in pristne. S tem mislim bilo odlično sodelovati. bilo to veliko prej, preden sta Instagram in Pin- predvsem na to, da vplivnežu, s katerim sodelu- Sicer pa IMA sodeluje z več kot 40 tisoč vplivneži terest sploh nastala. Moja odgovornost je bila s jejo, dovolijo, da se z njihovimi ciljnimi skupinami in nenehno se pridružujejo novi. Namerno smo se sodelovanjem mednarodnih blogerjev poveže na način, ki je zanje najprimernejši. Pri odločili za odprto mrežo, ker nenehno iščemo popolno skrbeti za rast uporabnikov in reči mo- tem je pomembno, da je vsebina pripravljena in »avtentično povezavo«. Prizadevamo si najti popolno Najboljši nasvet, ram, da smo bili zelo uspešni. Do leta objavljena na način, da ustreza platformi, sicer so povezavo med blagovno znamko in vplivnežem. Zato 2012 je imela platforma že tri milijone lahko posledice negativne tako za blagovno znam- so tisti, s katerimi sodelujemo, vseh velikosti in verti- ki ga vedno znova aktivnih uporabnikov po vsem svetu. ko kot tudi za vplivno osebo. kal, pripadajo različnim generacijam in plemenom, ponavljamo Takrat sva se s poslovno partnerko so iz različnih držav in nišnih skupin. Od makro do Emilie Tabor odločili ustanoviti IMA. V Ali na platformah, kot sta Facebook mikro, od modnih blogerjev do tovornjakarjev. vsem blagovnim sodelovanju z blogerji in vplivneži sva in Instagram, pogrešate kakšno znamkam, je, videli še veliko veliko večji potencial za funkcionalnost, ki bi lahko izboljšala Po kakšnih merilih določate honorarje? sodelovanje na več ravneh in uspelo uporabniško izkušnjo z vidika blagovne Je to število sledilcev ali glede na njihovo naj bodo na nama je zgraditi to neverjetno global- znamke oziroma optimizirala merjenje? odzivnost? Kakšen bi bil povprečen honorar vseh platformah no mrežo, po kateri sprašujejo številne V tem trenutku je zelo težko izmeriti vpliv oziroma za nekoga, ki ima recimo pet milijonov blagovne znamke. Lahko bi rekli, da vrednost vtisa na blagovno znamko, ki jo je v okviru sledilcev? avtentične in pristne. sva prepoznali in zagrabili priložnost, marketinške kampanje imelo sodelovanje z vpliv- Plačilo je odvisno od dodane vrednosti, ki jo ima ki se je v obliki IMA izkazala kot glo- nežem. Pri dolgoročnejših sodelovanjih, na primer vplivnež na kampanjo. To pomeni, da upošteva- balni uspeh. Bili smo prva agencija, ki pri blagovnih znamkah Revolve in Daniel Welling- mo veliko različnih dejavnikov, kot so dejanski je na globalni ravni vodilnim blagovnim znamkam ton, vemo, da je sodelovanje uspešno. Pri sodelo- vtisi, angažiranost sledilcev, kakovost vsebine, ponudila celovite strategije in kampanje v vplivno- vanjih na kratki rok pa je težje videti korelacijo in težavnost naloge. Za plačilo nekoga, ki ima okoli stnem marketingu. na koncu se vse vrti okoli klikov ali, bolje rečeno, pet milijonov sledilcev, bi se pogajala naš vodja Googla. Vendar si Facebook prizadeva zagotoviti, vplivnežev in njegov manager. Tako zagotovimo Je vplivnostni marketing nekaj, kar je da bodo v prihodnosti na voljo različne funkcio- najboljše možno sodelovanje. primerno za vsako blagovno znamko? nalnosti, ki bodo v pomoč blagovnim znamkam. S Vsaka blagovna znamka se na neki točki sreča z pomočjo Instagrama in najnovejše beta različice Katera vaša kampanja vam je najbolj pri mediji. Ti tako ali drugače vplivajo na odločitve, »IG shopping for Influencers« pa že lahko vidimo, srcu? Katere blagovne znamke po vašem ki jih sprejemajo, pa če se tega zavedajo ali pa kako bo s pomočjo vplivnežev mogoče pospeševati mnenju najbolje sodelujejo z vplivneži? se to dogaja na nezavedni ravni. To pomeni, da prodajo, s tem pa bodo blagovne znamke tudi lažje Kateri so najbolj zanimivi kazalniki lahko oblikujemo strategije za skoraj vse blagov- merile donosnost svojih naložb. uspešnost, ki ste jih dosegli z vplivno ne znamke, le da te morda ne bodo vključevale marketinško kampanjo? običajnih objav na Instagramu, ki smo jih vsi Katere metrike za merjenje uspešnosti Pravkar smo v Londonu končali kampanjo Rush, navajeni, morda bo zanje bolj primeren LinkedIn vplivnostnega marketinga uporabljate? ki smo jo pripravili z blagovno znamko Under Ar- ali podcast. Ene izmed ključnih so Brand Lift, Engagement Ra- mour. Petintrideset vplivnežev smo prosili, naj tes in Earned Media. najdejo svoj »en odstotek«. S 5.727 objavami Katere platforme so najprimernejše za smo ustvarili več kot 55 milijonov prikazov. KPI kampanje vplivnostnega marketinga Kaj bi za vplivnostni marketing pomenilo smo presegli več kot za 1.200 %. Under Armour oziroma katere so morda premalo »skrivanje števila všečkov« na Instagramu? je res eden izmed najboljših primerov dobre prakse vključene v strategije komuniciranja? To bi težišče od štetja premaknilo k večjemu pri- vplivnostnega marketinga. Vplivneži, s katerimi V Evropi in ZDA med najboljših pet platform spa- zadevanju za ustvarjanje kakovostnejših vsebin in sodelujejo, so res ambasadorji blagovne znamke. dajo Instagram, YouTube, Facebook, Twitter in vplivu, ki ga ima to na občinstvo. Bolj kot všečki Snapchat. Najpogosteje uporabljen je Instagram, je pomembno, da vsebina smiselno odmeva med Sodelujete s kakšnim slovenskim ki interakcijo omogoča zelo preprosto, z deljenjem občinstvom. vplivnežem ali s kom iz jugovzhodne oziroma izmenjavo fotografij. Zelo pomemben ka- Evrope? nal za vplivnostni marketing pa je YouTube, vendar Kako lahko prepoznamo vplivneža z lažnimi S slovenskimi vplivneži smo sodelovali pri global- stroški izdelave videa precej presegajo stroške obja- sledilci? nem projektu za Booking.com, ki je potekal skoraj vljanja na Instagramu ali Twitterju, kar je za nekatere Najlažje je s preverjanjem dejanskih prikazov v ob- v vseh evropskih državah. blagovne znamke velika ovira. Zato pa velik potencial javi. Kupiti je mogoče sledilce in »engagement«, kaže aplikacija za snemanje kratkih video posnetkov ne pa tudi prikazov. Če je razmerje med prikazi in Koliko časa na dan namenite družbenim TikTok, ki ima vsak dan več aktivnih uporabnikov, tre- sledilci manjše kot 10 odstotkov, je možnost, da omrežjem? Kako se s svojo ekipo izogibate nutno okoli 500 milijonov. Največ jih je iz generacije ima ta »vplivnež« lažne sledilce ali njegovo ob- izgorelosti zaradi družbenih medijev? Z, zaradi česar se blagovne znamke raje obračajo na činstvo več ne vidi njegove vsebine. Slednjemu Zanimivo je, da družbena omrežja vidim kot služ- druge kanale, čeprav sta, recimo, Calvin Klein in Bur- rečemo speči sledilci. bo, zato jih v zasebnem življenju niti ne upora- berry z njegovo pomočjo pripravila zelo uspešne bljam toliko. Na dan jim posvetim približno 2,5 ure. kampanje. S koliko vplivneži sodeluje IMA? Kdo so To je naše življenje, to je tisto, kar počnemo. Smo »di- najbolj zaželeni? gitalni domačini«, in to nam je všeč. Vendar se z ekipo Nam zaupate kakšen trik, s katerim je Vsako leto sodelujemo z več kot tisoč vplivneži. zelo zavedamo, da je treba vzdrževati ravnotežje. Zato lahko kampanja vplivnostnega marketinga Izbiramo jih glede na naročnika in kampanjo. Pred priporočam, da telefone odložite ob vikendih in ponoči, uspešnejša? kratkim smo izpeljali aktivacijo z @Nattinatasha, ne dovolite, da vas družbena omrežja posrkajo vase. Najboljši nasvet, ki ga vedno znova ponavljamo ki ima 15,3 milijona sledilcev, in z @Hannahstoc- Ohranjanje ravnotežja je ključno.

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vasizbor.argeta.com EMMA RODERO IT’S HARD TO PROVOKE EMOTIONS WITH AN ARTIFICIAL VOICE

This was said by a researcher and professor the most fascinating and representative You analyze how sound and voice can results? improve the levels of attention, memory, at the Department of Communication at the I think each of my studies has innovative results and comprehension of media messages. Pompeu Fabra University (Spain), working and brings added value to the industry. The one This is done by measuring the listeners’ about artificial voices is very useful for companies psychophysiological response. How exactly in the Media Psychology Lab, which, among that produce audio-visual products. We can use do you do that? other things, measures a psychophysiological artificial voices but only in short messages, beca- At the moment, we are running an experiment use it’s really hard to listen to a synthetic voice. with audiobooks and another one with ads. The response of listeners and analyses how sound Compared to a human voice, it loses a lot of pro- participant comes to my lab and after signing the and voice can improve attention, memory, and sody elements that are very important to provoke consonant statement like in every experiment, he or emotion. The rhythm of an artificial voice is always she sits and just listens to a product we are working comprehension of media messages. the same, there is a lack of intonation and prosody on—in this case an audiobook or ad. Before that, is a little bit complicated. In our study, the results I attach electrodes to measure different reactions ho do you find to be among are very clear. People prefer human voices, mostly of their body. the best vocalists in political/ because they are emotional. If you are a company The first thing we track is the heart rate to measu- business/public life? and you have to produce an audiobook or some re attention. We know someone is paying attention I think there are a lot of politici- other longer content that has a narrative, you have to content when the heart rate decreases. Your he- W to use a human voice. We have available a lot of art rate is also an index of your cognitive effort. If ans and celebrities who use their voices very well. If I had to point out somebody who everybody knows, research about the influence of speech rate as the task is very complicated to process, the heart my answer would be very clear – Barack Obama. He well. In advertising, for example, announcers read rate changes as well. manages his voice very well and masters his whole very fast. This is a huge problem. We tested and Then we measure electro-dermal activity or, as we communication. In my opinion, Barack Obama is proved this so we know that when you speak very call it, skin conductance. It measures your ner- the best speaker in the world. I always mention him fast it’s very difficult to understand, to process the vous system and it’s an index of anxiety. We are to my students as an example of good practice. messages correctly. In advertising we have a very running a study about oral communication and high speech rate and we have to correct that. public speaking and we are testing the best oral You've done a great amount of research I always say we are coming back to rural culture. strategies for speakers. For them, knowing how to and written many papers about the impact Rurality is growing and is everywhere; in language, deal with anxiety is very important. Electro-dermal of voice in advertising, about artificial radio, sound. It’s practically blooming. In this case, activity also measures emotional response and voices, the influence of speech rate, media voice and sound are very important, because liste- motivation. psychology, the importance of voice and ning to a voice is the easiest way to understand a We also measure respiration, because breathing sound in the digital era, and many others. message. There is no effort in it, like in reading, rhythm is important as well. It changes depending Can you tell us a bit more about one or two you just listen. So, the importance of voice and on your involvement with a message. We are also that you are most proud of and that have sound in the digital era is really big. using software to measure facial gestures and

32 SPEAKERS | GOVORCI

dimensions of emotion that can characterize your co- ween breathing and talking will cause problems with gnitive and emotional response. your vocal cords. So, vocal technique is very important if you are a professional using your voice every day, From the perspective of importance of voice – like in recording audiobooks. This is a really deman- how do you feel about speech synchronization? ding job; you spend many hours talking and you need Is subtitling a better choice? to have a good vocal technique. The second problem I think you are talking about dubbing. Every movie with the voice is intonation. Intonation is everything in Spain is dubbed. That means you are listening to to me, and I have a lot of studies related to intonation. a Spanish actor instead of the original one. I prefer In the intonation you convey the intentions and emo- subtitles, but there is sound research about that and tions. If the speaker in not able to intonate well, they it shows that if you have to read a subtitle, you are di- usually sing instead of speaking. This is very annoying Z UMETNIM stracted and you lose a lot of parts of the movie scene. for listeners. Listeners expect a natural voice, which In this case, dubbing is a better choice. is the best quality for a speaker. Singing is also a big problem in vocal advertising, in television and a little GLASOM Do you implement your knowledge in your own bit in audio books as well. public appearances? Is it harder when you’re Related to sound, I find it really difficult to find some- not using your mother language? one who masters sound design. In music the situation Yes, I always try to implement my knowledge every- is horrible. Most of the time, advertisers use very well- JE TEŽKO where. Of course, it is harder when I’m speaking in -known music that is not necessarily related to the ad. English, because I can’t use my pace like I can when Another problem in radio and television advertising is I’m talking in my mother tongue. Different languages the lack of sound effects. It’s like they completely di- IZZVATI have different prosody, intonation, speech rate. So sappeared. Nowadays, radio and television use only everything changes and that makes it harder. But I try voice and music, always with the same functions. to do it anyway. However, music and sound effects have much bigger effects. Cinema is completely different. They ČUSTVA What is different about voice and sound use all the aspects of voice and sound. We have to when conveying a message on radio, TV or in learn a lot from cinema and films, and we need more everyday communication? education and training in sound design and vocal te- There are some differences, because communication chniques. Tako pravi raziskovalka on the radio, where there are no images, is different in profesorica na oddelku from television or everyday communication, where we Do you catch yourself analyzing somebody’s usually see the person we are talking to. In the case voice out of work (in the sense of “professional za komunikacijo na of radio, the limitation is image, so the voice is the deformation”)? Do you remember any Univerzi Pompeu Fabra only tool I have to convey everything, from attention particular funny situation? to emotion. I always say that working on radio is the Of course, I experience professional deformation. I (Španija), ki se v okviru most difficult, more than on television where images do that every day and I think it’s impossible to divide delovanja v laboratoriju and gestures can help in many ways. In everyday life that from a person, saying now you are a researcher communication is less formal and all the elements are alkalizing voices and now you are at home with your Media Psychology available, from the person to whom you are talking, to husband watching television and switching off the Lab med drugim gestures. The pronunciation is different, the emphasis whole first person. It doesn’t work that way. My friends and rhythm are different. say it’s impossible to watch television with me. In the ukvarja z merjenjem commercial break or watching the news, I continuou- psihofiziološkega odziva What is the most common misuse of voice and sly comment about something. sounds in different situations, like in radio and poslušalcev in analizira, television commercials, in everyday or media What kind of music do you like? kako lahko zvok in glas communication? I like pop and a little bit of techno. Madonna, for exam- All my research, all my investigations are related to ple. izboljšata raven pozornosti, media. I didn’t have any research about interpersonal spomina in razumevanja or everyday communication. In the various there’s a What will all those who will attend SEMPL in lot of misuse of voice and sound is happening all the November learn from your lecture? medijskih sporočil. time. Related to voice, not many people have had good I’m going to talk about the results of the use of voice in training in how to use their voice. That’s really a big advertising and we are going to see from the results do med politiki, poslovneži ali problem. No school or high school offers this kind of what kind of voices are better and what the best use javnimi ljudmi po vašem mnenju training here in Spain. There are voiceovers artistes of intonation in advertising is, in order to achieve the najbolje uporablja svoj glas? and announcers talking with their regular voices or best recall of information and to get the attention of Mislim, da to počnejo mnogi. Če taking into account some recommendations from an the audience in advertising. I’ll show you how we used K bi morala koga izbrati, bi to zagotovo bil Barack expert, but not doing real life training. Among other sound devices to measure these different variables in Obama. Zelo dobro upravlja svoj glas, pravzaprav things, in training you learn about vocal technique, the experiments. I think it is going to be very fun in the obvlada celotno komunikacijo. Po mojem mnenju meaning you know how to breathe correctly with di- sense that you’ll be able to see another side of how to je Obama najboljši govorec, zato ga kot primer do- aphragmatic respiration. The wrong coordination bet- measure and get conclusions about voice in ads. bre prakse zmeraj omenim tudi svojim študentom.

33 Naredili ste veliko raziskav in napisali aktivnost oziroma prevodnost kože, ki tako rekoč napovedovanjem, niso ustrezno usposobljeni za ogromno člankov o vplivu glasu v meri odzive živčnega sistema in je indeks tesnobe. svoje delo, delujejo pač na podlagi nekih usme- oglaševanju, umetnem glasu, vplivu hitrosti Pravkar poteka študija o komuniciranju in javnem ritev in priporočil tako imenovanih strokovnjakov, govora, medijski psihologiji, pomenu glasu nastopanju z namenom preizkušanja najboljše v resnici pa nikoli niso bili deležni pravega tre- in zvoka v digitalni dobi in mnogo drugih. Na strategije komuniciranja za govorce. Tukaj je mer- ninga. katere ste najbolj ponosni? jenje anksioznosti/tesnobe zelo pomembno. Sicer Trening je pomemben za vokalne tehnike, kar po- Mislim, da ima vsaka moja raziskava inovativne pa elektro-dermalna aktivnost meri tudi čustveni meni, da veste, kako pravilno dihati s prepono. Na- rezultate, ki doprinesejo k industriji. Tista o ume- odziv in motivacijo. pačna koordinacija med dihanjem in govorjenjem tnih glasovih zelo koristi podjetjem, ki se ukvarjajo Merimo še dihanje. Zanima nas ritem, ki se spre- privede do težav z glasilkami. Za to so tehnike to- z avdiovizualnimi izdelki. Umetni glasovi so pri- minja glede na vključenost posameznika v sporo- liko bolj pomembne za tiste, ki ure in ure govorijo. merni za krajša sporočila, ker je poslušanje sinte- čilo. S programsko opremo merimo tudi gibe obra- To je zahtevno delo. Intonacija je prav tako izziv in tičnih glasov naporno. V primerjavi s človeškim za in dimenzije čustev, ki lahko povejo več o vaših mislim, da je zelo pomembna, zato sem na to temo glasom umetnemu manjka veliko prozodičnih kognitivnih in čustvenih odzivih. tudi veliko raziskovala. Z njo izražamo namere in elementov, ki so zelo pomembni za vzbujanje čustva. Če govorec ni vešč intonacije, se to obi- čustev. Prav tako ima vedno isti ritem in manjka Kaj menite o sinhronizaciji? Je čajno kaže na način, da namesto da govori, tako mu intonacija. Izsledki naše raziskave so jasni, podnaslavljanje z vidika glasu boljša izbira? rekoč poje. Petje je zelo pogosto v glasovnem ogla- Vsak film v Španiji je sinhroniziran. To pomeni, ševanju, na televiziji, včasih tudi v avdioknjigah. S testiranji smo dokazali, da zaradi da poslušate španskega igralca namesto origi- To je za poslušalca zelo nadležno. Vsak poslušalec nalnega. Meni so ljubši podnapisi, čeprav obsta- si želi poslušati naravni glas, kar je najboljša odli- hitrejšega govora težje pravilno jajo številne raziskave o tem, da gledalca branje ka govorca. razumemo in obdelujemo sporočila. podnapisov moti v smislu, da zamudi veliko delov Pri zvoku se mi zdi najtežje najti nekoga, ki obvla- filmskega dogajanja. Zato naj bi bila sinhronizaci- da zvočno oblikovanje. Oglaševalci zmeraj znova Ta hitri tempo govora v oglaševanju je ja boljša izbira. uporabljajo znane pesmi, ki niti niso nujno povezane z blagovno znamko in oglasom. Na radiu in nujno treba spremeniti. Ali znanje, ki ga imate na področju glasu in televiziji zaznavam veliko pomanjkanje zvočnih zvoka, vključujete v svoje javne nastope? efektov. Zdi se, kot da so popolnoma izginili, v ljudje so čustvena bitja, zato imajo raje člove- Da, to vedno poskušam početi, vendar je veliko uporabi so samo glasovi in obstoječa glasba, in ški glas. Torej za zvočno knjigo ali katero drugo težje, kadar govorim angleško, ker je tempo govo- to zmeraj v istih funkcijah. To je velika škoda, ker daljšo vsebino raje uporabite človeški glas. ra zelo drugačen kot pri mojem maternem jeziku. imata lahko zvok in glasba zelo velik vpliv. Umetni glasovi so sprejemljivi samo v kratkih Vsak jezik ima svojo dolžino zlogov in naglaševa- Pri tem je zgodba popolnoma drugačna v kine- informativnih sporočilih. Prav tako so zanimive nje, tudi intonacijo in hitrost govora. Skoraj se vse matografiji, kjer uporabljajo vse vidike glasu raziskave o vplivu hitrosti govora. V oglasih na spremeni, zato je toliko težje, vendar kljub temu in zvoka. Od njih se lahko zelo veliko naučimo. primer je tempo govora zelo hiter, kar je veli- poskušam. Potrebujemo torej veliko več izobraževanja in ka težava. S testiranji smo dokazali, da zaradi treninga na področju zvočnega oblikovanja in hitrejšega govora težje pravilno razumemo in Kakšna je razlika pri zvokih in glasu, kadar glasovnih tehnik. procesiramo sporočila. Ta hitri tempo govora v prenašamo sporočilo na radiu, televiziji ali oglaševanju je nujno treba spremeniti. Vedno pra- pri vsakodnevni komunikaciji? Kaj se bodo obiskovalci SEMPL-a naučili niz vim, da se vračamo k podeželski kulturi. Ruralnost Razlike vsekakor so. Na radiu, kjer ni slike, je ko- vaše predstavitve? raste in je povsod; v jeziku, radiju, zvoku. Cveti. V munikacija precej drugačna od tiste na televiziji Govorila bom o tem, kakšni glasovi so najboljši tem primeru sta glas in zvok zelo pomembna, saj ali v vsakodnevnem življenju, kjer osebo, s katero v oglaševanju, kakšno intonacijo uporabiti, da je poslušanje glasu najlažja možnost razumevanja govorimo, vidimo pred seboj. Pri radiu je edino bi bil priklic informacij boljši in da bi oglasi pri- sporočila. V poslušanju ni napora tako kot pri bra- orodje glas in z njegovo pomočjo je treba pritegniti tegnili želeno pozornost. Z zvočnimi napravami nju, samo poslušate. Zato je pomen glasu in zvoka poslušalčevo pozornost in vzbuditi čustva. Vedno bom pokazala, kako merimo različne spremen- v digitalni dobi res velik. ponavljam, da je zato delo na radiu težje kot na ljivke pri testiranjih. Mislim, da bo zelo zabavno, televiziji, kjer si lahko pomagate s slikami in ge- predvsem v smislu, kako izmeriti dober glas in Med drugim se ukvarjate tudi z analizami, stikulacijo. V vsakodnevnem življenju je komuni- zvok v oglasih. kako lahko zvok in glas izboljšata raven kacija manj formalna in na voljo so vsi elementi pozornosti, spomina in razumevanja komunikacije, tudi sogovornik. Se pa razlikujejo Se kdaj zalotite, da zunaj službenih okvirjev medijskih sporočil. To počnete z merjenjem tudi izgovor, poudarki in ritem. analizirate čigav glas? psihofiziološkega odziva poslušalcev. Kako Vsekakor imam poklicno deformacijo. To počnem to poteka? Kakšna je najpogostejša zloraba glasu in vsak dan. Nemogoče se mi zdi, da bi se ločila Trenutno izvajamo eksperiment z zvočnimi knjiga- zvoka v različnih primerih? od dela sebe, ki analizira glasove in zvoke, in bi mi in oglasi. Po podpisu soglasja za sodelovanje, Vse moje raziskave so osredotočene na medije, bila samo žena, ki z možem gleda televizijo. To ki je potrebno pri vsaki raziskavi, posameznik s zato težko komentiram, kako je na primer v vsa- preprosto ne gre. Pri gledanju televizije, med tele- pritrjenimi elektrodami, ki merijo različne reakcije kodnevni komunikaciji. V medijih se napačna ali vizijskimi oglasi ali med spremljanjem dnevnoin- njegovega telesa, v laboratoriju sedi in samo po- neprimerna uporaba nenehno dogajata. Redko- formativnih oddaj nenehno komentiram. Prijatelji sluša. Najprej beležimo srčni utrip, s katerim me- kdo se udeleži izobraževanje in delavnic o ustre- pravijo, da sem neznosna. rimo pozornost. Ta je največja takrat, ko se srčni zni uporabi glasu. Tovrstnega izobraževanja je v utrip umiri. Srčni utrip je hkrati indeks kognitivne Španiji pravzaprav zelo malo, niti v osnovni niti v Kakšno glasbo radi poslušate? obremenitve. Če je naloga zelo zapletena, se srčni srednji šoli ni te možnosti. Tako prihaja do okoli- Všeč sta mi pop in techno. Recimo Madonna. utrip spreminja. Nato merimo elektro-dermalno ščin, ko ljudje, ki se ukvarjajo s sinhronizacijo in

34 Kako obilica stresa vpliva na tveganje v vašem življenju? Kako Rešiteobilica test na zivljenje.triglav.si stresa vpliva na tveganje v vašem življenju?

Rešite test na zivljenje.triglav.si SPEAKERS / GOVORCI EVERY GOOD MARKETER SHOULD IGNORE MILLENNIALS

illennials are by far the most resear- marketing sphere and that the real generational ched generation of all time and there differences are not so great as to merit so much are a lot of myths about them that even attention given to millennials from marketers. This Mmarketers have to tackle. There are is just one of the topics that the Discovery's Director those that see millennials as modern leaders that of Marketing and Communications in the CEEMCA bring elements of humanity to the business world region touched upon in his presentation at SEMPL. and there are those that see them only as virtual We reviewed some of the myths about millennials, image addicts. Ivan Ivanov believes that the to- but you should decide for yourself how much mil- pic of millennials occupies too much space in the lennials guide your marketing activities. VSAK DOBER MARKETINGAR BI MORAL IGNORIRATI MILENIJCE

ilenijci so daleč najbolj raziskovana da resnične generacijske razlike ne obstajajo v toli- generacija vseh časov in o njih vladajo kšni meri, da bi se marketing moral toliko ukvarjati številni miti, ki se jim posvečamo tudi z njimi. To je le ena od tem, ki se jih bo Discoveryjev Mmarketingarji. Nekateri milenijce vidijo direktor marketinga in komunikacij v regiji CEEM- kot novodobne vodje, ki v poslovni svet vnašajo CA dotaknil v svoji prezentaciji na SEMPL-u. Mi elemente človečnosti, drugi pa jih vidijo le kot za- smo raziskali nekaj mitov o milenijcih, vi pa sami svojence z virtualno podobo. Ivan Ivanov meni, da presodite, koliko vas milenijci usmerjajo pri obliko- so milenijci preveč prevladujoča tema v trženju in vanju vaših marketinških aktivnosti.

36 MISGUIDED MYTHS ZMOTNI MITI Ivan Ivanov, Director of Marketing and ABOUT MILLENIALS O MILENIJCIH Communication in EVERYONE WANTS TO BE LIKE VSI HOČEJO POSTATI KOT the CEEMCA region ZUCKERBERG ZUCKERBERG at Discovery, adores Many think millennials want to earn as much as O milenijcih prevladuje misel, da bi vsi radi millennials but believes Mark Zuckerburg and avoid regular 9-5 jobs. služili kot Mark Zuckerberg in se izognili any good marketer should Numbers also point to a higher unemployment rednemu delu. Tudi številke kažejo na rate among the millennials, although the # višjo stopnjo brezposelnosti v generaciji ignore them. If you are statistics also include students. Taking this 1 milenijcev, pri čemer so v statistiko wondering why, attend variable into account, the unemployment vključeni tudi študenti. Če upoštevamo to rate among the millennials is equal to the spremenljivko, je stopnja brezposelnosti med the 21st SEMPL and listen unemployment rate of other generations. milenijci enaka kot pri drugih generacijah. to what he has to say. Early registration is only THE MOST ENTERPRISING SO NAJBOLJ PODJETNA available until August 23. GENERATION IN HISTORY GENERACIJA V ZGODOVINI The internet perhaps made the millennial’s Internet je morda podjetništvo milenijcev Ivan Ivanov, direktor entrepreneurship more visible and trendy, naredil bolj vidno in trendovsko, vendar yet recent research shows that it is no more # zadnje raziskave kažejo, da ni nič bolj marketinga in komunikacij common than in the previous generations, 2 pogosto kot pri predhodnih generacijah, še v regiji CEEMCA pri furthermore, some research suggests that the več, nekatere raziskave namigujejo, da naj entrepreneurship among young people in the bi bila stopnja podjetništva med mladimi podjetju Discovery, last twenty five years has been the lowest. najnižja v zadnjih 25 letih. milenijce obožuje, vendar meni, da bi jih vsak THEY ARE DISLOYAL AND SO NEZVESTI IN dober marketingar moral REJECT MATRIMONY ZAVRAČAJO POROKO ignorirati. Če vas zanima, Millennials do not like to form commitments, Milenijci se ne marajo vezati, imajo veliko have many partners, and run away from število partnerjev in bežijo od poročnih zakaj, pridite na 21. SEMPL wedding bells and diapers. It is true that zvonov ter otroških plenic. Res je, da se in mu prisluhnite. they get married later in life, however, 61% # poročajo pozneje, vendar je na vprašanje, of millennials answered yes to the question 3 ali se v prihodnosti želijo poročiti, pritrdilno whether they would want to marry in the odgovorilo kar 61 odstotkov milenijcev. Ta future. A percentage that remains unchanged odstotek je pri mladih nespremenjen že od leta among the young populace since 1970. 1970. ADDICTED TO SOCIAL ZASVOJENI SO Z DRUŽBENIMI MEDIA OMREŽJI For millennials, social media are »everyday Družbena omrežja so za milenijce waters in which they swim as fish«. Yet »vsakdanje vode, v katerih plavajo kot statistics show that people who spent the # ribe«. A statistika kaže, da največ časa na most on social media are aged between 37 4 družbenih omrežjih preživijo stari od 37 do and 52. 52 let. MILLENNIALS ARE LAZY MILENIJCI SO LENI What do you think about the research carried Kaj menite o ugotovitvah družbe Ernst & Young, out by Ernst & Young that claimed 47% of da 47 odstotkov milenijcev, ki zaseda millennials who occupy leadership roles have vodstvene položaje, v zadnjih petih letih been working more in the last five years? The # dela več? Enako lahko potrdimo le za 38 same can be said for only 38% of generation 5 odstotkov vodij generacije X in 28 odstotkov X leaders and 28% Baby Boomer leaders. pripadnikov generacije babyboom. Več kot More than half of millennials are prepared to work polovica milenijcev je za uspeh pripravljena overtime and during weekends to achieve success. delati tudi nadure in med vikendom.

37 ALESSANDRA DI LORENZO WITH IN-HOUSING COMPANIES BUILD THEIR COMPETITIVE ADVANTAGE

hat is the story of Forward, to give them more in terms of new audiences that space, we do a lot with tourism boards. We did what is its mission? are outside the lastminute.com parameter. We buy a great campaign with Holland last year “Music We launched Forward as an in- audiences externally, and we have partnerships makes me travel” with the concept of music and dependent company within the with companies like AccuWeather.com that we traveling with music. We used both traditional and W digital media, and also influencer activations to Lastminute.com Group around April this year, but represent in Southern Europe, and Rough Guides. we have been active since 2016. I was hired into Then we also buy media programmatically across tell the story about Holland through the lens of the company by our CEO who had a moment of the internet on display, video and social formats. music and activate travel and music lovers. intuition… We are an e-commerce player; we are Forward has the ability to extend, buy and plan Other examples are more about data driven mar- travel company and people come to our pages but media not only on lastminute.com but anywhere keting. We do a lot with audience segmentation only about 5 or 10% of the people who come buy a across the web. We have an infinite audience of with companies that are not necessarily in travel. ticket or a travel service. The rest are an audience travelers and people that we can connect with. We have 54 million unique users coming to our and an audience can be monetized. I was hired to With Forward we also launched our inhouse con- web sites every month. With our partnerships with help with that monetization. sultancy business. One of the things that we did AccuWeather and Rough Guides we have 60 milli- with Lastminute.com was to help this company, on users in terms of reach. Why choose to start a new business instead and I did this previously in companies where I was of operating within an existing one? before, we helped this company inhouse with all of What are the main advantages of in-house What happened is that our customers, clients or their media and marketing capabilities. media services in comparison to media tourism board clients or the travel companies that agencies? we work with or travel apparel companies … they How is the company doing so far? Media agencies have a place and a role to play, wanted more. So, we developed new capabilities Over the last 3 years we have gone from a team especially when they are delivering real value. For of 30 to a team of 60 and we have increased the me it’s delivering and extracting value at every annual revenues from this part of the business by point in time. I think there are certain things that 40%. The parameter is important: we are relevant brands need to do in the digital space that have to Having spent the past few years building for the company from a profit perspective. be taken inhouse and I’m a big believer in this. The reason is that if you outsource you may be giving up lastminute.com’sin-house travel What does in-housing mean? away your competitive advantage. Marketing is all marketingbusiness, Travel People, It means that the activities that are repeated, about companies talking to people and if you are number and data driven should necessarily be not in that space, you are giving control away. In Alessandra now heads up Forward, the close to the company, inside the parameters of the the digital space communicating to people has business’s new independent mediacompany. companies and not outsourced. We’ve done it for become more complicated, fragmented, and real Lastminute.com and we want to help other com- time and it’s all data driven. People expect a lot Forward encompasses Travel People, along panies to do the same—taking media, marketing, from brands. That’s why that has to be done as with Playbook, a new consultancythat helps content and creative solutions in-house. close as possible to the core of the company. If you are doing display advertising through pro- brands become more competitive by in- Who are your clients? grammatic technology, why is someone else ma- housing their marketing. We work with pretty much everybody in the travel naging that for you? That needs to be connected

38 SPEAKERS | GOVORCI to your data management platform that needs to don’t have a crystal ball but I think everything is be connected to the company’s data layer or data going digital very soon and I think companies have lake. And all of that needs to be seen in the same to be multi-channel in digital. language, data in, data out and back in. The more you communicate with your customers, the more How about issues like ad-blockers, poor you learn about your customers. These things viewability, lack of transparency, fake shouldn’t be done by someone else. news? How do you reassure your clients their brand is not going to be affected by I can imagine in-housing can be pretty them? daunting. What are the biggest challenges Independent publishers like ourselves, we’ve done for the company? a lot of work with quality and I don’t think that the It is not for everyone and it’s not about cost effici- brands that are buying our space actually appre- encies. In one way you are saving money you would ciate that quality as much as they should. There is »IN-HOUSING« pay to the agency, but on the other hand you have a lot stuff that is happening now around Coalition to hire a team, invest in technology. That costs mo- for Better Ads and movements that I think are very ney but in the long run you are building a competi- fair, because the inventory and the audience that tive advantage. In-housing can be daunting if you we provide as premium publishers is not the same JE VLAGANJE V are a traditional marketing director or CEO who as you get in a long tail. I think publishers that has no digital expertise. How do you know how to are providing this level of brand safety and high hire a programmatic manager? How do you know viewability standards should really be comman- KONKURENČNO which skills to look for in a social media manager? ding a premium in terms of their pricing. But we How do you know how much you should be paying have a bit of a dichotomy in the industry, because for your DSP? Which DSP to use? How do you do the agencies don’t want to pay that price, they are PREDNOST automation? You could go on squeezing their margins. This with these questions forever. The market is whole thing will drag everyone But we are here with a play- changing, there’s down to a place where Google, book to help with all that. Amazon and Facebook will be Alessandra je zadnja leta And the whole mission for a trend of in- the only ones left. A world with us is to skill up the existing housing. We are no variety. gradila Travel People, teams so that we make the lastne marketinške storitve companies that we work not convincing Where do you still see the with stronger and more in- role of the traditional media lastminute.com, zdaj pa je dependent. anybody to do it, agencies? prevzela vodenje novega we just want to They still have a massive role to Is it possible to build play. Agencies moved into this neodvisnega medijskega a brand’s image and help companies role of implementation and tac- reputation only on tical performance-based stuff podjetja, Forward. Forward digital, or is online and that have already which we said is best placed in- poleg Travel People offline mandatory? decided to do it -house. But when the agencies It depends on what you are were born they were the creative vključuje še svetovalno trying to do. I don’t think better. heads, advisors to the CEOs and družbo Playbook, ki the difference is digital CMOs of the companies. They and non-digital. You have to be everywhere your were shifting the companies and helping them pomaga blagovnim customers are, in a smart, coherent and data- innovate in big growth stretches. Why are they not znamkam, da postanejo -driven way. For a big brand that is trying to do doing that anymore? Why are they fiddling round branding and activation, you just have to be eve- with the details, why don’t they go back to the bolj konkurenčne z lastnim, rywhere because you want to be at the front of strategy, to big ideas, to big creative stuff, to in- »in-house« marketingom. peoples’ minds. For a company that is just trying ventions? The market is changing, there’s a trend to sell a product, maybe Facebook is enough. And of in-housing. We are not convincing anybody to akšna je zgodba podjetja Forward? if it is a product that is sold by an e-commerce do it, we just want to help companies that have Forward je bil aprila letos ustanovljen kot platform, then you just attribute and you are done. already decided to do it better, in a professional neodvisno podjetje znotraj lastminute. But building a brand these days is difficult and way, avoiding the mistakes we made. com, vendar smo bili z ekipo aktivni že fragmented. We are the old generation of digital K od leta 2016. Mene je na podlagi intuicije zaposlil natives. So, when I joined this company there was Do you see the change on the market? izvršni direktor podjetja. Namreč, spletno mesto a lot of work that we had to do with ensuring we Yes, it is massive. It started in the USA and it’s also lastminute.com ljudje pogosto obiskujejo, vendar had a single view of the customer and making big in the UK. One month after we launched Play- se jih le pet oziroma slabih 10 odstotkov odloči za sure that the databases were all connected. The book, which was in April, we were engaged with nakup letalske vozovnice ali potovanja. Preostali new generation of digital companies like Facebook ten companies that have come to talk to us about so le obiskovalci oziroma velik del občinstva, ki pa and Google, they onboard you with email address, in-housing and how we can help, companies like ga je ravno tako mogoče ovrednotiti. Tukaj nasto- that’s the unique view of the customers straight fast-moving consumer goods, insurance, chariti- pim jaz, pomagam pri monetizaciji tega velikega away. Imagine non-digital native companies. I es. It’s exciting. dela občinstva.

39 Zakaj ste ustanovili novo podjetje, namesto naši naročniki niso nujno povezani s turizmom. splošno pa velja, da morate biti za to, da vas imajo da bi delovali v sklopu obstoječega? Zanimivi smo predvsem zato, ker imamo meseč- potrošniki v mislih, povsod. Za podjetje, ki mu je Naši naročniki, stranke, turistične organizacije in no 45 milijonov unikatnih obiskovalcev spletnih cilj le prodaja izdelka, bo morda zadostoval Face- potovalna podjetja, s katerimi smo sodelovali, so strani. S sodelovanji z AccuWeather in Rough Gu- book. Ustvariti novo blagovno znamko pa je veliko KJER ZNANI POKAŽEJO od nas želeli več. Zato smo se lotili razvoja novih ide se je ta številka povečala že na 60 milijonov težje in zelo razdrobljeno. Smo stara generacija storitev, ki našim naročnikom omogočajo dosega- obiskovalcev. digitalnih domorodcev. Ko sem se pridružila temu nje novih, raznovrstnih ciljnih skupin, zunaj tega, podjetju, smo se veliko ukvarjali z enotnim pogle- kar jim je bilo na voljo znotraj lastminute.com. Pri Kaj so glavne prednosti »in-housinga« v dom na naročnike in potrošnike ter zagotavljanjem tem sodelujemo s partnerji, kot sta AccuWeather. primerjavi z medijskimi agencijami? povezanosti vseh baz podatkov. Nova generacija SVOJ PRAVI OBRAZ com in Rough Guides. Ob partnerskem zakupu Medijske agencije vsekakor imajo svojo vlogo, digitalnih podjetij, kot sta Facebook in Google, javnosti se ukvarjamo tudi s programatičnim predvsem pri zagotavljanju dodane vrednosti za potrošnike rekrutira z e-poštnim naslovom, kar je zakupom medijskega prostora na zaslonih, videu naročnika. Zame to pomeni, da prinašajo in čr- edinstven vpogled v potrošnika. Predstavljajte si in družbenih omrežjih. Torej lahko pajo dodano vrednost v vsakem trenutku. Hkrati nedigitalna podjetja. Nimam kristalne krogle, am- Forward kot samostojno podjetje pa verjamem, da morajo blagovne znamke v pak mislim, da bo slej ko prej vse digitalno, zato se deluje širše, zakup medijskega digitalnem prostoru za nekatere stvari poskrbeti morajo k temu nagibati tudi podjetja. Trg se spreminja in prostora in načrtovanje lahko iz- same. V nasprotnem primeru drugim razkrivajo vaja povsod na spletu, ne samo svojo konkurenčno prednost. Bistvo marketinga Kako se spoprijemate z izzivi, kot so »in-housing« je trend. v okviru lastminute.com. Na vo- je komunikacija med blagovno znamko in ljudmi. blokatorji oglasov, slaba vidnost digitalnih O tem nikogar ne ljo nam je tako rekoč neskončno Postala je zahtevnejša, razdrobljena, dogaja se oglasov in vsebin, pomanjkanje preglednosti število potrošnikov, s katerimi se v realnem času in ljudje imajo zelo visoka priča- in lažne novice. Kako naročnikom prepričujemo, tistim, ki so lahko povežemo. Znotraj podjetja kovanja. Vse to so dragoceni podatki, ki morajo zagotavljate varnost? se zanj odločili, pa lahko Forward ponujamo tudi poslovno ostati v podjetju. Vse, kar je za podjetje ključno, Vsi neodvisni založniki smo zelo pozorni na kako- svetovanje na področju »in-housin- mora ostati znotraj njega. Zakaj bi nekdo drug vost oglasov, kar je ključno in česar ne zagotavljajo pomagamo, da se tega ga«. Naš prvi naročnik je bil ravno upravljal vaše prikazno oglaševanje s pomočjo vsi. Blagovne znamke velikokrat ne cenijo kakovo- lastminute.com, ko smo jim interno programatične tehnologije? To je nekaj, kar mora sti ponujene storitve v zadostni meri. Kljub vsemu lotijo strokovno. pomagali razširiti medijske in mar- biti povezano z vašo platformo za upravljanje po- pa je vsaki blagovni znamki treba zagotoviti visoko ketinške potenciale. Sodelovati smo datkov, ki mora biti povezana s podatkovno bazo raven storitve, varnosti in vidnosti, skladno s ceno, začeli tudi s podjetjem Madfish ozi- podjetja. Vse to so za podjetje ključne informacije, ki jo plačajo. Pri ceni seveda velikokrat prihaja roma smo jih kupili, ker so odlični ki morajo biti zapisane v istem jeziku. Bolj ko s po- do razkoraka, saj imajo nekateri naročniki svojo na področju ustvarjanja video vsebin za družbena trošniki komunicirate, več boste o njih izvedeli. In predstavo o cenah in velikokrat nižajo honorarje, omrežja. Torej je to še ena naša dodana vrednost. te komunikacije ne bi smel upravljati nekdo zunaj kar potem vpliva na kakovost. Če bo trend šel v tej vašega podjetja. smeri, bodo na trgu ostali samo Google, Amazon Kaj »in-housing« pravzaprav pomeni? in Facebook, kar vodi v svet brez raznovrstnosti. Aktivnosti, ki temeljijo na ključnih podatkih, bi »In-housing« se lahko sliši precej Veliko pozornosti temu namenjajo tudi Koalicija za po mojem mnenju morale ostati znotraj podjetja. zastrašujoče. Kateri so največji izzivi za kakovostno oglaševanje (»The Coalition for Better Z njimi se ne bi smela ukvarjati najeta agencija. podjetje? Ads«) in druga gibanja, ki zahtevajo kakovost. Interni medijski oddelek (»in-housing«), ki smo Vsekakor to ni za vsakogar in zavedati se je treba, ga oblikovali za lastminute.com, ko smo medije, da v prvi vrsti ne gre za stroškovno učinkovitost. Kakšna je torej po vašem mnenju vloga marketing, vsebine in kreativne rešitve uspešno Seveda prihranite denar, ki bi ga sicer plačali tradicionalne medijske agencije? zadržali znotraj podjetja, želimo približali tudi dru- agenciji, po drugi strani pa morate zaposliti ekipo Še vedno imajo veliko vlogo. V zadnjem času so se gim podjetjem. in vlagati v tehnologijo. Vse to stane, vendar denar nekako preusmerile v implementacije in taktične vlagate v konkurenčno prednost. »In-housing« je izvedbe, za katere menim, da je bolje, če ostanejo Kako posluje Forward? zastrašujoč tako imenovanemu tradicionalnemu znotraj podjetja. V zlatih časih pa so se ukvarja- V treh letih se je naša ekipa podvojila in ima zdaj direktorju marketinga ali generalnemu direktorju, le s kreativnimi idejami, agencije so delovale kot 60 sodelavcev. Letne prihodke smo v tem delu ki nima digitalnega znanja. Kako bo vedel, kako svetovalci izvršnim direktorjem in direktorjem poslovanja povečali za 40 odstotkov, tako smo za zaposliti vodjo programatičnega oglaševanja? marketinga. Skrbele so za popoln preobrat podjetij podjetje pomembni tudi z vidika dobičkonosnosti. Kako naj ve, katera znanja iskati pri upravljavcu in skupaj z njimi ustvarjale inovacije, ki so prina- družbenih omrežij? Kako bo vedel, koliko plačati za šale veliko rast. Zakaj tega več ne počnejo? Trg se Kdo so vaši naročniki? DSP (demand-side platform) in katero platformo spreminja in »in-housing« je trend. O tem nikogar Če govorimo o kategorijah, sodelujemo z večino sploh uporabljati? Teh vprašanj je še veliko. For- ne prepričujemo, tistim, ki so se zanj odločili, pa blagovnih znamk, ki so kakorkoli povezane s po- ward ponuja odgovore na vsa. Naše poslanstvo lahko pomagamo, da se tega lotijo strokovno, brez tovanji in turizmom. Eden izmed naših projektov je je, da izpopolnimo obstoječe ekipe v podjetjih, s napak, ki smo jih naredili mi. »Potujem z glasbo« (»Music makes me travel«). katerimi sodelujemo, in jih naredimo močnejše in Delali smo ga na Nizozemskem, in kot že ime neodvisne. Je ta trend na trgu že izrazit? pove, povezuje potovanja in glasbo. V projekt smo Da, začelo se je v ZDA in »in-housing« je čeda- vključili tako tradicionalne kot digitalne kanale Ali je mogoče zgraditi blagovno znamko lje bolj zaželen tudi v Veliki Britaniji. V aprilu smo komuniciranja, za aktivacijo ljubiteljev glasbe in in njen ugled samo s pomočjo digitalnih lansirali Playbook in mesec dni zatem nas je kon- potovanj pa vpletli še vplivne javnosti. kanalov komuniciranja ali so potrebni tudi taktiralo deset podjetij, ki so o tem želela vedeti Drugi primeri morda nekoliko bolj temeljijo na ana- tradicionalni? več, med njimi podjetje z izdelki visoke potrošnje, lizi podatkov. Veliko projektov, ki jih delamo, temelji Menim, da ni poanta v digitalnem ali tradicional- zavarovalnica in dobrodelna organizacija. Zelo VSAK DRUGI ČETRTEK V MESECU na segmentaciji ciljnih javnosti in v tem primeru nem, ampak v tem, kaj poskušate narediti. Na vznemirljivo.

40 KJER ZNANI POKAŽEJO SVOJ PRAVI OBRAZ

VSAK DRUGI ČETRTEK V MESECU Tangible results are a prerequisite, given that WARC If you focus on some of the best creative and prides itself on being an authoritative voice in all effective campaigns, what is their strategy? things effectiveness. Aside from demonstrating What are their statistics? effectiveness, the case studies we publish need to Emotion remains one of the top-performing strate- have a clearly articulated strategy based on solid gies: campaigns that can build a connection with insight and clearly defined objectives, as well as audiences tend to drive effectiveness in the long an execution that helps deliver on the objectives by term, not just the short one. The most effective ways bringing the insight to life. to build such an emotional connection are storytelling and humor. Furthermore, it’s no coincidence What can we learn from world’s most that emotion, storytelling and humor are approa- effective campaigns? ches that allow for creative exploration of a subject. Sometimes, the most effective campaigns are not really campaigns at all—Indian music label Sa- Are there any Slovenian case studies in the regama used a product innovation to monetize its WARC database? CREATIVITY music archive. It created a radio with pre-loaded We have several inspiring Slovenian case studies, music, which appealed to the over 50s given its dated between 2004 and 2018. The most recent accessible format. The product went viral without ones are The Bedtime Storytellers, for telco A1 the backing of any advertising. Getting the right ba- Slovenia (entered into Cannes in 2018), Man Cave IS NOT lance between long- and short-term thinking is cru- for Hornbach (Gold and Silver at the 2017 AME cial. Field and Binet famously advocate for a 60:40 Awards) and Štartaj Slovenija for SPAR (Silver at split in favor of long-term efforts, but we have seen the 2017 WARC Innovation Awards.) EVERYTHING some extremely effective campaigns challenging this paradigm. IKEA, for example, noticed the su- Your monthly case study reports include ccess of its long-term work and, with The Wonderful analysis of winning work. What does the CHIARA MANCO Everyday, invested increasingly more in long-term analysis include? and less in promotional, short-term activities – an Our reports include analysis of key themes and tren- approach that increased both its short- and long- ds we derive from the winners, guest-written pieces As Assistant Editor Chiara helps -term returns. (these can be from judges or winners), summaries to organise and populate WARC’s of all winning case studies (which also include key Are the most effective campaigns also the takeaways for marketers and judges’ quotes) and CaseFinder, a data base of more than most creative and vice versa? What would data around the shortlisted entries (the creative 16,000 advertising effectiveness case you say is more important—creativity or strategy used, campaign objectives, media mix, soft effectiveness? and hard metrics). studies, a tool that helps advertisers and Campaigns can definitely be effective without being agencies develop their understanding of creative, but award schemes have the aim of reco- What are today’s hot advertising themes and gnizing breakthrough work that provides learning trends? Can you predict what’s next to come? what an effective campaign looks like. for the industry as a whole. ‘Best practice’ campai- With the advancements in digital, we see brands She plays an integral role in WARC’s own gns, however successful, often do not make the cut. increasingly adopting new technologies, such as Unfortunately, however, brilliantly creative campai- voice, AI and chatbots to craft innovative campai- case study competitions which include gns are not necessarily effective – and I expand on gns. Advertisers are also leveraging the new audi- the WARC Media Awards. this in the answer to the next question. I think creati- ence behaviors that have arisen with such advance- vity and effectiveness should go hand in hand—an ments, such as multi-screening, which stems from award-winning campaign needs to have both. the increasingly important role mobile plays in our ou are taking care of organizing lives. However, we have noticed a return to ‘analog’ and populating WARC’s What are the main reasons that campaigns executions as well: brands are realizing that custo- CaseFinder—a database of which creatively might be brilliant don't mer experience goes beyond the digital space and a more than 16,000 advertising really work? physical presence can be instrumental in building a Y One of the things I learned working closely with case deeper engagement with their audience. effectiveness case studies. What is the main purpose of this archive? How does studies and, in particular, moderating judging ses- this tool help advertisers and agencies? sions, is that creativity is not everything. Creativity You are visiting a lot of advertising/media CaseFinder is consistently cited by our sub- that is not rooted in powerful insight, for example, festivals and education programs? Which scribers as one of the most precious resources is purely self-serving. Brilliant creativeness needs to ones would you recommend and why? available on WARC.com. With CaseFinder, our stem from human insight, otherwise it’s just pretty I would recommend Adweek events for their global focus is on providing readers with a wide range of visuals. Of course, there have also been case studi- nature (they are held in New York, Sydney and Lon- effective case studies, covering as many sectors, es with brilliant, insight-led creativeness that still don among other cities) and the good mix of brands, countries and media as possible. Agencies are did not win the judges’ favor. This was often beca- agencies and tech people that attends them. APG the biggest user base for CaseFinder, often using use they lacked tangible results. Too often, we see a Noisy Thinking events can also be very inspiring for it as inspiration before a pitch. tendency to focus on impressions and engagement planners and strategists as you come out of them as success metrics. Our panels are not interested with tangible ideas you can work with. The downside What are the criteria for a case study to in Facebook likes and shares: they want to see bu- would be that they are held only in London, and in become a part of the WARC’s database? siness results. the evening.

42 SPEAKERS | GOVORCI

The octopus as a symbol of multitasking, tly aware of the changing world around them, to have Creativity that is not rooted in strategy and creativity as well as intelligence is their finger on the pulse of the industry – whether it’s a part of the visual image of the SEMPL 2019: to keep up with emerging tech, or consumer behaviors. powerful insight, for example, is http://www.sempl.si/en/news/why-the-octopus/ Multi-tasking is also essential, as marketers need to purely self-serving. Do you like the idea? Can you see a comparison be all-round professionals in order to deliver on ideas between an octopus and marketing? How do that are creative, clever and effective. I personally see you feel about multitasking? multi-tasking as a highly valuable exercise and try to Brilliant creativeness needs to stem I find the octopus imagery to be very relevant to SEMPL devote myself to a variety of tasks each working day, to from human insight, otherwise it’s and marketing in general. The agility of octopuses per- challenge myself and broaden my skills. fectly aligns with the need for marketers to be constan- just pretty visuals.

USTVAR- Kot pomočnica urednice pomaga organizirati in popularizirati WARC- ov CaseFinder, podatkovno bazo z več kot 16 tisoč študijami primerov JALNOST učinkovitosti oglaševanja in orodje, ki oglaševalcem in agencijam pomaga razvijati pogled na učinkovitost kampanj. Ima ključno vlogo pri tekmovanjih v organizaciji WARC-a pri nagradah WARC Media NI VSE Awards.

aše delo vključuje naloženo glasbo, ki obsega najboljšo glasbo Čustva ostajajo ena izmed najučinkovitejših znamke se zavedajo, da uporabniška izkušnja organizacijo WARC-ove zadnjih 50 let. Rešitev je postala viralna, strategij. Kampanje, ki lahko vzpostavijo po- presega digitalni prostor in da je fizična pri- podatkovne baze CaseFinder, brez kakršnegakoli oglaševanja. Sicer pa je vezavo s ciljnimi javnostmi, so bistveno bolj sotnost lahko ključna za izgradnjo globljega ki trenutno vsebuje več kot ključnega pomena vzpostaviti ravnotežje med učinkovite, in to dolgoročno. Najboljša načina odnosa s ciljnimi javnostmi. V dolgoročnim in kratkoročnim razmišljanjem. za izgradnjo takšne čustvene povezave sta 16 tisoč študij primerov dobre prakse v oglaševanju. Kaj je glavni namen Field in Binet slavno zagovarjata razmerje pripovedovanje zgodb in humor. Poleg tega Obiskujete veliko oglaševalskih in tega arhiva? Kako je lahko v pomoč 60 : 40 v korist dolgoročnih prizadevanj, ni naključje, da so čustva, pripovedovanje medijskih festivalov? Se udeležujete oglaševalcem in agencijam? vendar smo videli nekaj izjemno učinkovitih zgodb in humor pristopi, ki omogočajo ustvar- veliko izobraževalnih programov? Bi Naši naročniki ga vidijo kot enega od najdra- kampanj, ki so nasprotovale tej paradigmi. jalno raziskovanje določene teme. katere priporočili? gocenejših virov, ki so na voljo na WARC.com. Na primer, IKEA je s kampanjo The Wonderful Priporočam dogodke, ki jih organizira Adweek, CaseFinder je orodje, saj bralcem ponuja Everyday merila predvsem na uspeh svojega So v WARC-ovi podatkovni bazi tudi ker so globalne narave in pokrivajo dobro me- široko paleto učinkovitih primerov dobre pra- dolgoletnega dela in bistveno več vložila v kakšne slovenske kampanje? šanico blagovnih znamk, agencij in profilov kse oglaševanja, ki zajema številne sektorje, dolgoročne in manj v promocijske, kratkoroč- Med letoma 2004 in 2018 se je v bazo uvrstilo ljudi, ki se jih udeležujejo. Tudi dogodki Noisy države in medije. Največji uporabnik tega ne aktivnosti. Pristop, ki se jim je ne nazadnje kar nekaj navdihujočih slovenskih kampanj. Thinking, ki jih organizira APG, so lahko za arhiva so agencije, pogosto po njem brskajo obrestoval kratkoročno in dolgoročno. Med zadnjimi so recimo The Bedtime Storytel- načrtovalce in stratege zelo navdihujoči. Veli- zaradi navdiha pred svojimi »pitchi«. lers, za A1 Slovenija (v Cannesu leta 2018), kokrat ponujajo oprijemljive ideje, ki jih lahko Kateri so glavni razlogi, da kreativna Man Cave za Hornbach (zlato in srebro leta uporabite pri svojem delu. Kakšni so kriteriji, da se oglaševalska kampanja ne prinaša želenih rezultatov? 2017 na AME Awards) in Štartaj Slovenija za kampanja lahko pridruži WARC-ovi S tesnim sodelovanjem pri žiriranju za na- SPAR (srebro leta 2017 na WARC Innovation Hobotnica je kot simbol strategije in podatkovni bazi? grade in arhiviranju učinkovitih primerov Awards). ustvarjalnosti pa tudi inteligence del WARC slovi kot glas avtoritete na področju dobre prakse v oglaševanju sem se naučila, celostne podobe letošnjega SEMPL-a. učinkovitosti na vseh ravneh, zato so oprije- da ustvarjalnost ni vse. Ustvarjalnost, ki ne Katere teme in trendi trenutno v Kako vam je všeč ideja? mljivi rezultati prvi pogoj za vključitev v bazo. temelji na uvidu, raziskavah in analizah, je oglaševanju prevladujejo? Lahko Hobotnica se zdi za SEMPL in marketing zelo Ob dokazljivi učinkovitosti morajo primeri do- sama sebi namen. Pri ustvarjalnosti, ki ni napoveste, kaj oglaševalsko industrijo relevantna. Njena agilnost se popolnoma bre prakse imeti jasno definirano strategijo, ki zakoreninjena v uvidu, gre le za lepe vizualne še čaka? ujema s potrebo posameznikov, ki delajo v stoji na trdno analiziranih temeljih in jasno podobe. Seveda obstajajo ustvarjalna dela Z napredkom digitalne tehnologije blagovne marketingu, da se nenehno zavedajo spremi- opredeljenih ciljih. Ob izvedbi mora kampanja z uvidom, vendar kljub temu niso osvojila znamke za ustvarjanje inovativnih oglaševal- njajočega se sveta okoli njih in da so sposobni doseči zastavljene cilje, ki dodatno podkrepijo srca sodnikov. Pogosto zato, ker so manjkali skih akcij vse pogosteje vključujejo umetno spremljati spreminjajoči se utrip industrije – v osnovi postavljene temelje kampanje. oprijemljivi rezultati. Prepogosto opazimo inteligenco, glasovno tehnologijo, chatbote pa če gre za sledenje tehnološkim spremem- stremljenje po osredotočanju na prikaze in ipd. Z novimi tehnologijami seveda prihaja do bam ali vedenje potrošnikov. Ključni sta tudi Kaj se od najučinkovitejših kampanj »engagement« kot na merjenje uspešnosti. drugačnega vedenja potrošnikov, kar je spet večopravilnost in vsestranskost, ki v marke- lahko naučimo? Nas ne zanimajo všečnost in delitve na Face- nekaj, kar oglaševalci s pridom vključujejo v tingu zagotavljata ustvarjanje in uresničeva- Včasih najučinkovitejše oglaševalske akcije booku, želimo videti poslovne rezultate. svoje delo. Eden takšnih primerov je »multi- nje kreativnih, pametnih in učinkovitih idej. sploh niso klasične kampanje. Indijska glas- -screening«, ki izhaja iz čedalje pomemb- Osebno na večopravilnost gledam kot na zelo bena založba Saregama je inovacijo izdelka Če pomislite na nekatere izmed najbolj nejše vloge, ki jo v naših življenjih zasedajo dragoceno vajo in trudim se, da se vsak de- uporabila za monetizacijo svojega glasbe- ustvarjalnih in učinkovitih kampanj – mobilne naprave. Vendar lahko opazimo tudi lovni dan posvetim različnim nalogam in se nega arhiva. Ustvarili so radio z vnaprej kakšna je njihova strategija? vedno več »analognih« rešitev. Blagovne tako izzovem in razširim svoje veščine.

43 WHAT IS SEMPL FOR ME? KAJ JE ZAME SEMPL?

NETWORKING KNOWLEDGE / MREŽENJE / ZNANJE Ekrem Dupanović, Editor-in-Chief, Media Marketing / glavni urednik Media Marketing

Miranda Mladin, Executive Director for Central Marketing and Vojka Novak, Senior Expert for Brand Management, Zavarovalnica Innovation, Atlantic Grupa / izvršna direktorica za centralni Triglav / višja strokovna sodelavka za upravljanje blagovne marketing in inovacije, Atlantic Grupa znamke, Zavarovalnica Triglav

Robert Čoban, President, Color Press Group Ivana Parčetić Mitić, Founder and CEO, Marketing mreža Marko Bebar, Sales director, Salomon / predsednik, Color Press Grup / ustanoviteljica in CEO, Marketing mreža / direktor trženja, Salomon

44 NETWORKING OR KNOWLEDGE | MREŽENJE ALI ZNANJE

Ekrem Dupanović, Editor-in-Chief, Media Marketing Svjetlana Almaš, Head of Marketing and Communications, Gregor Memedović, CEO Next media group / / glavni urednik Media Marketing Generali / vodja marketinga in odnosov z javnostmi, Generali direktor Next media group

Marjana Robavs, Managing director and Dolores Podbevšek Plemeniti Marketing Director, Marketing Goranka Jednak Maksimović, Head of Radio Production Unit Partner, Futura DDB / medijska direktorica in communications and PR, Delo / direktorica marketinga, RTV Vojvodina, Audio Content Consultant / vodja oddelka partnerica, Futura DDB tržno komuniciranje in odnose z javnostmi, trženje tiskanih in za radijsko produkcijo RTV Vojvodina in svetovalka za avdio digitalnih produktov, Delo vsebine

Igor Gajster, Assistant Sales Director, Planet TV Urban Korenjak, Sales director, Europlakat Matija Vedenik, marketing, Tuš / pomočnik direktorice trženja, Planet TV / direktor trženja, Europlakat

45 Gospodarsko Razstavišče

22. nov 19. dec Valentino Bajaga Kanzyani i Instruktori 23. nov 21. dec erick roger morillo sanchez 24. nov 22. dec S.A.R.S. Senidah

[email protected]

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