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Tijana Adamov, Managing Director, Scholz & Friends Belgrade

Creativity Moves the World

Communication channels will differ and there will be new ones, but the branding process and good ideas will always be crucial. A good tune sounds good on any instrument

Global marketing strategies are effective only if they are executed with consideration for the fact that local clients need local people and local practice. Only then are they truly effective, says Tijana Adamov, Managing Director at Scholz&Friends Belgrade.

How do you envisage the business climate for the functioning of agencies in 2016?

– Change is always the result of an idea. Creativity moves the world, which is why it will survive in a changing world. Agencies will have an opportunity to establish new markets, create new content, impact public opinion and improve people’s lives. Scholz&Friends Belgrade, the Orchestra of Ideas, will continue with sustainable projects that make a difference. Last year we initiated the completion of the unfinished work of Stevan Mokranjac, thereby giving a timeless contribution to Serbian culture.

Does Serbia have adequate infrastructure that would enable agencies to implement global trends and standards, and thus effectively service the needs of advertisers?

– Scholz&Friends Belgrade is transferring global marketing strategies with centrally established rules and standards to the specifics of the local market. Local clients need local people and local practice. That is more relevant. We should give our best in terms of creativity and local insights, and the technology will follow.

Which channels of communication could be utilised to improve the efficiency of budgets intended for advertising?

– Solutions should not be “ready-made”; solutions must be “tailor-made”. Communication through multiple channels is already a standard, but integrated communications is not a matter of trend. The choice of communication channels is the result of thinking and the conclusion of quantitative and qualitative analysis.

Last year we were very successful. We won the finalist award at the digital communication awards in berlin, the golden drum award at golden drum in portorož, and 14 prizes at the ueps awards

The most efficient and the most effective meeting points with target audiences determine the mix of communication instruments. On top of that, having a good idea is the most important element. If you do not have a good tune, it will not sound good on any instrument.

What do you consider as being the “golden rules” of market communication?

– Efficiency is the most important thing in communication. Creativity matters because it presents a tool for effective communication. Last year we were very successful. We won the Finalist Award at the Digital Communication Awards in Berlin, the Golden Drum Award at Golden Drum in Portorož, and 14 prizes at the UEPS Awards (Association of Serbian Market Communications), including the prestigious Dragan Sakan New Idea Award.

What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations?

– I don’t think agencies will ever stop delivering in terms of strategic thinking. Channels will differ and the new ones will emerge, but the branding process and good ideas will always be crucial. That is similar to being human. Technology will improve, the revolutions will happen, but that does not interfere with our essence and uniqueness. That is why I think our most important mission is to nourish creativity and strategic thinking.

How do your activities differ from those of your competitors and what makes you stand out on the market?

– We are the only agency that can offer a unique combination of German efficiency and local creativity. Our trademark method – “Orchestration” – is based on one strong conducting idea and the harmonious integration of different communication channels. Orchestration ensures effective use of the entire communication spectrum and adaptability to the everchanging market environment. A strong conducting idea leads to a higher degree of campaign success and efficiency, preventing the waste of both the client’s resources and communication messages.