“The next wave of innovation in the world will encourage corporations to change, using means that are already available. That is why we need to think carefully about how things are working at the moment and how to change them for the better, how to integrate new business and communication models into today’s world. Innovate, do not imitate”, said participants of the ninth Direct Media Academy held from 15 to 18 May at the Madlenianum Theatre.
Jonas Kjellberg, a well-respected lecturer and investor in startups and one of the founders of Skype, told a story about visionaries, about a road that needs to be taken to innovate and digitally transform business. He also spoke about why some companies, marketing agencies and individuals today are more innovative than others, how to learn from them and fulfil our dreams. Faris Yakob, an award-winning marketing strategist, creative director, writer and digital nomad, presented himself to the marketing audience from across the region. Faris, who travels around the world without a permanent place of residence and consults with brands and startups, said that constant movement is the key to better results in creative thinking.
“Digital has fundamentally changed the world, and the message we want to convey at this year’s academy is the necessity and urgency of change in every segment of the society, especially in the communications industry. In addition to the comprehensive digital transformation we are going through as the largest regional communication system, we have realized that we need to meet those changes with fresh ideas and young people who make up more than 50% of our staff”, said Jovan Stojanovic, director of Direct Media Serbia. He added that the programme through which young people in Direct Media propose development projects and thus participate in making strategic decisions on the direction that the company will take in the future is already yielding results.
The first three days of the academy were marked by education in new trends in marketing and communications. The 80 participating students divided into two modules discussed the branding and creation of communication strategies in the digital era during a series of lectures and workshops with a team of Direct Media lecturers.
Direct Media Academy was founded in 2012 as an internal educational programme. Over time, it has been growing, developing and opening its doors to all interested participants. The programme was created by the Direct Media team of experts, with the aim of sharing expertise and comprehensive insight into marketing communications with colleagues, partners and entrepreneurs.
This year’s slogan of the Direct Media Academy “I have a dream” was dedicated to marking the 50th anniversary of the death of Martin Luther King.