Iva Mitrovic, Digital Creative Director of the agency Fullhouse Ogilvy, she spoke for the ADBOOK publication. She confronted opinions with Milos Djurdjevic, creative director at Fullhouse Ogilvy. Read the whole triangle here.
Brief or challenge?
A good brief is a challenge.
An idea or execution?
An average idea can shine in execution, while even the best idea can ruin a performance. Execution.
How would you define an innovative campaign?
Innovative is something beyond the patterns we work on in automatism.
How do we measure the success of a creative campaign today?
In digital media, results are easily measurable. The real challenge is in setting up the appropriate KPIs, in understanding the items, figures and their relationships. Ways to measure creative success in so-called traditional media are often arbitrary.
If you had to propose to the client only one channel of communication, what would it be and why?
It depends on the customer, the product, the target group. A channel whose importance can never be overemphasized, and which the profession often disparages, certainly is – a place of sale (be it real or virtual space).
Tv or YouTube?
Do you have a video that interests the viewer or one that you want to make it watch?
Can creative ideas change the world and influence the cultural revolution?