27. November 2007 - 10:02

Greetings everybody! The purpose of this workshop is to draw some conclusions. We'll do this with the assistance of the following individuals, all of them top experts:

• Vesna Marđonović,
  Adriatic Development Director, Omnicom Media Group

• Petar Pavić,
  R&D director, EPH publishing Group from Zagreb

• Igor Arih,
  partner & director of Arih himself

• Srđan Prodanović,
  young creative digital expert from Formitas BBDO

My surname iz Bremza – Brake, so I hope I won't hinder the discussion.

Igor, where's the catch? You've mentioned a new generation once...

Vesna, is it all about this new generation?

Srđan, will the power be more evenly, democratically spread with the media development?

What does this mean for the user?

Are there too many options?

How can we survive in this jungle?

OK, who of my guests has recently decided to buy something, because a friend recommended it? Petar again?

Vesna, this man gives offence to media agencies and mass advertising? Does mass advertising still work properly?

Igor, where's the catch? In planning? Perhaps in better targeting?

Srđan, how can technology help us monitor consumers, acquire data and adjust the campaigns?

Where's the problem, then? Vesna, are planning and production of digital and interactive campaigns really too expensive?

Igor, which do you prefer, a sniper or a shotgun?

Ok, how should we market the internet? By using reach, or by payment by result. Is the internet a medium? If so, why don't we advertisers sell it according to it's reach, CPP?

Srđan, in your opinion, how does our industry change?

Igor, it is said, that Google isn't advertised. But that's not true. It's advertised on the Economist front page, where it's written: Who's afraid of Google?

Vesna, have you heard of a campaign, where the company reacted to the consumers response via internet, last time you have changed some locks?

So wise commercials for washing powders work? Is the era of silanizing over?

Petar, what did the Norwegian say to the Frenchman?

What are the rates between advertising budgets, for example in the UK?

Srđan, you are technological freak, it's obvious. What does the technology do? What can we expect, for example in viral campaigns?

Igor, what about Viagra? Is this precise targeting? Is it a good product? Or is it just marketed well?

Dear reader, do you have answers or opinions about any of these topics? Participate in the discussion by adding a comment!

Kind regards, Franci Zavrl