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Ivana Petković, Creative Director, SVA

We’re Approaching A Reboot

Have you noticed how the most successful people are almost never the most educated, the prettiest, the most talented? They merely worked the hardest to realise their own dreams.

I believe the creative director is not the most creative member of the team, but that they know their team very well, learn from each member every day and know how to get the best from each of them. They know how to inspire the team and always have an idea that they can put on the table in order to work with the team and come up with an idea behind which the whole team can stand. If an idea is good, there is no reason to reconcile anyone. Money will come as a consequence, but that mustn’t be the inspiration. The creative director is always at the service of creative workers, the accounting department and clients.

It is paradoxical that, no matter how much innovation we have in our heads, we have still concluded that everything has already been seen

And they must be the most creative in understanding everyone. When it comes to the inspiration, trends come and go, which is why I believe we will all experience a reboot. It is paradoxical that, no matter how much innovation we have in our heads, we have still concluded that everything has already been seen, and that is matched by how much the world, and therefore communication, has been accelerating in recent years. Our basic power lies in the fact that we are capable of finding inspiration in everything. However, before and after everything, we are still addressing people, their needs and desires, and that’s something we shouldn’t forget regardless of that which time, trends or new formats impose on us.

Jelena Puzović, Ph.D., Head of the JVP Srbijavode Public Relations and International Cooperation Sector

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