68 ТВОРЧЕСКИ АГЕНЦИИ | CREATIVE AGENCIES рекламист, за да повлияе на аудиторията/потребителите? Сега звезден. Да си прочете брифа няколко пъти, да се дебрифира, като че ли хората са уморени от дигиталната реклама. по възможност не пред огледалото, след което да успее да Добре е да уточним коя дигитална реклама. Обездушаването мащабира и планира постижимото очи в очи с бизнеса. на комуникацията като следствие от агресията на все още нелеката за тълкуване от всеки отчетност на пърформънс Как се стимулира ангажираността с повече канали? маркетинга – може би. Написаните в поток на мисълта на тъмно Чрез допълване, обогатяване, нюансиране, прецизиране, и с произволно избран крайник послания, ползването на едни контекстуализиране и най-вече наситеност. Днес повече от всякога и същи или почти сходни визуални похвати и материали („за диверсифицираните (че и флуидни) анклави на уж масовата по-евтино“, „да имаме и сейф вариант“) в дигиталната среда – аудитория потребяват строго определен, „свой“, микс. Доколко със сигурност. Най-важният критерий, който трябва да покрие клиентът е решен да стигне до всеки, когото чувства важен и колегата, е да не хвърля прах в очите на клиента, бил той и нужен, тук и сега? Top 5 chal- Luckily, we still have some role. Let’s say slowly (and not that lenges today’s gloriously), the gorgeous egocentric guru-halo was replaced by the creative teams more seriously argued, the more consciously hard-working and more face: empathetic one. In combination with the search for the fourth, fifth, 1. No matter sixth and seventh samurai of jokes – maybe our role is close to that NOWADAYS whether we of a punctual mother, instead of a funny dad. Which does not refrain are talking us from inspiring with further 100+ tricky and beautiful slides, prepared PERSONALIZATION about global while everyone is sleeping sweetly. RULES or local health or economic Which is the current approach to creativity, which reforms and Ivan Hadzhivelikov, contexts, improves the consumer experience? Group Creative Director in Ogilvy together today’s Real-time zeitgeist vibe + future glimpse in a ratio of 1:1. And now with Ivelina Gicheva - Nikolova. creative another more serious global trend: over the last one year or two team is more what matters the most is “What’s in it for us?”, rather than “for me”. surviving than However, we have another thesis which proved to be true – namely that exciting. It is nowadays personalization rules. We must search for new directions and hard to sing in planes in which to intersect at least these two. a minefield. 2. “No people” This leads to lowering the standards and criteria for our Which is the most important criterion that an advertiser must meet work. to influence the audience/users? Now it is as if people are tired of the digital ad. 3. The oxymoron “Cheap big idea”. It’s better to specify which digital ad. The heartlessness of communication as a result of the aggression of the still uneasy for 4. Toxic competitions. In Bulgaria in 2021 competitions with 5-6+ interpretation by anyone accountability of performance marketing – agencies have been held – a large part of the communication perhaps. The written in a moment of a flow of thoughts in the dark and brains trusts of Sofia - after whose flash to heart attack or long to with a randomly chosen limb messages, the use of one and the same masochism course we do not see a winner. We have to do something or almost similar visual methods and materials (“for cheaper”, “to have now, otherwise it will become even sadder. a safe option”) in the digital environment – for sure. The most important criterion, which a colleague should meet, is not to throw dust in the 5. The whole world has had the Internet for a long time, so we have to eyes of the client, even a star dust. To read the brief several times, to be more original and more demanding as well as honest with ourselves decode it, not in front of the mirror, if possible, and then to be able to first. There is no “Bulgarian David Droga”, there may be no sense to scale and plan the achievable face to face with business. have such. Instead of copying what is distorted by the international exchange, maybe we’d better search for exciting stories, realize How involvement is stimulated with more channels ourselves and develop in new local and global contexts, to build new Through addition, enrichment, shading, precision, contextualization and symbols for everyone, as it should be. mainly saturation. Nowadays, more than ever, the diversified (even fluid) enclaves of the supposedly mass audience use a strictly determined How has the role of creative directors changed over the last five “own” mix. To what extent is the client determined to reach anyone years? perceived as important and needed, here and now?