Headline & Dkit agency has been present on the domestic communications market for 16 years, and over that time we have built genuinely friendly relationships with clients, treating them equally, regardless of whether they are multinational corporations or small local companies
Despite the abundance and diversity of communication channels, it has never been harder to capture the public’s attention, let alone retain it. However, experienced professionals in this industry are turning these challenges into opportunities.
When working to improve and expand services, as your agency does, challenges are viewed as opportunities. Is there no fear of the future?
— There is always fear of what the future holds, not only in the world of communications, but in every aspect, especially in private business. That’s because the future isn’t determined solely by quality, but also by numerous external influences.
I’ve been reading lately that the business leaders are more afraid of the spread of false information through AI than wars. But no fear should ever overshadow the fundamental principles of fair and professional relations with clients and partners. Quality is what we guarantee, and it primarily comes from the people in our team – and I can sincerely express my gratitude to them for greatly reducing that fear of the future.
Is it enough in your profession today to be fast, creative and original…?
— There is too much information on the market, too many brands vying for attention, and the human brain is not yet accustomed to processing such a large number of news items… But we are practicing and becoming faster, together with the technology. And that’s especially so among the younger generations, who are finding their own models, algorithms for recognition, and attracting attention.
Currently the biggest challenge in our business – getting people interested and encouraging them to create a broader picture regarding certain issues or products
I think this is currently the biggest challenge in our business – getting people interested and encouraging them to create a broader picture regarding certain issues or products. From my experience, speed is not crucial in communications; what matters most is the content and the message we create. Because everyone is fast now, but only originals reach their target audience.
Despite the downfall of traditional media, including outdoor advertising, having been predicted a few years ago, they are still going strong. How do you explain that?
— Media and their subgroups will exist as long as there are target audiences to address. Everything has its audience. You can’t force my generation to only get informed through TikTok, for example, just as you can’t expect today’s teenagers to read a newspaper. Print media has a tradition, but, more importantly, it has its own target group, and it will continue to exist as long as it provides content that interests them. In this case, the form is not important; what matters is the content, because if you’re interested in something, nothing will stop you from seeking it out.
Do you think the increasing use of artificial intelligence will prompt a growing need for authentic messages and a more humancentric approach to clients and brands, or are you more inclined to believe that AI will dominate communication?
— I honestly don’t know what the future holds for AI and our relationship with it… I can only assume that it will make certain processes easier and faster, but without people – without their knowledge and the information they provide – AI does not exist. What I am genuinely concerned about are unverified pieces of information that could be disseminated… But there was propaganda even before Gutenberg invented the printing press, so once we overcome the initial fear, once we discover the first mistakes and misinformation being spread through artificial intelligence, it will be easier for everyone. That’s when we’ll begin to use it as a good friend and assistant.