Folk from Serviceplan, McCann and Demner, Merlicek & Bergmann chat to LBB
LBB’s Addison Capper was on the ground at the 2016 Golden Drum festival in Ljubljana. Eager to find out people’s thoughts on the changes and most exciting and emerging markets within the Central and Eastern European region, he caught up with jurors and speakers to find out their views.
Harjot Singh, Regional Strategy Director EMEA, McCann
“I’ve seen quite radical improvements from Serbia. I feel like I’ve seen so much good work coming from that market when traditionally I didn’t. It’s always been a market with a big creative culture. It’s been in the underground, but it’s heading more into the mainstream. The work from there is a little more ballsy than elsewhere.
“Turkey has some good work coming from mostly one or two shops, but I do think that is going to spread out more. That whole market is becoming an emerging creative centre. I’m very pleased to see the same pattern in Russia too. Russia is a really interesting market; I think that has a lot to do with the political environment, the cultural environment, the level of freedom people feel to not just think and express themselves, but also to act and respond to that expression. I feel like it’s an environment that has become friendlier to a demonstration of courage in the way you think about work and the way you make and shape it.
“For me those are some of the big up and coming markets. What we’re seeing in the quality and range of the work and the agencies that are creating that work leads me to have a very optimistic outlook of how the whole market is going to elevate. It used to often be just one hot shop from, say, Belgrade. But it’s really spreading out.”
Jason Romeyko, Global Executive Creative Director, Serviceplan Group
“I think Serbia is always exciting because the work is often a little rougher and edgier. Macedonia too. If you look at advertising in New Zealand for example, it works so well because you have a small budget and you want to make a big impact. Thinking of New Moment’s ’10 Meters Apart’ that won a Titanium Lion in 2013 and more recently Sea Hero Quest from Saatchi & Saatchi, I think that works contextually in Macedonia too. I’ve seen some incredible digital work from Austria this year and would love to see more of it. Romania is consistently fantastic - high craft, great ideas.”
Dušan Drakalski, Executive Creative Director, Demner, Merlicek & Bergmann, Austria
“All of the markets within the Balkans are developing their own directions, especially because of the different types of political situations that are unfolding. For example in the country I come from, Macedonia, the political situation is almost a disaster. That really influences the market because it alters companies’ perceptions on whether to invest there or not.”
Catalin Dobre, Executive Creative Director, McCann Bucharest
“I was in Georgia recently at a festival and I was really impressed. They have a good level of creativity and a lot of positive energy - you can really feel that. The industry is young and they have big ambitions of producing stuff. It’s interesting. The people are warm and positive and the creatives are really excited to create. The energy was big.”