At the “Neki novi klinci” conference, organized by the Student Section of the Croatian Public Relations Association, the panel “Kompanije koje imaju mood(a)” drew significant attention. Our Gordan Turković moderated this dynamic discussion on what makes a campaign bold and how they can break out of conventional marketing practices. Joining him, Luka Mavretić, Creative Director at Imago Ogilvy, Ivana Bilić, Senior Digital Marketing Specialist at Atlantic Group, and Antonio Šulenta, content creator and former content manager for Solin Građa’s TikTok profile, shared their insights and experiences.
Boldness in campaigns – between creativity and risk
The discussion explored what defines a bold campaign and how bravery in marketing can lead to success and new challenges. Luka Mavretić shared his insights on the importance of trust between the agency and client. He emphasized that timing is crucial when presenting bold ideas, like the memorable “Guc, guc” campaign for Studena.
Antonio Šulenta spoke about his experience creating content for Solin Građa’s TikTok profile, where his innovative approach helped build an engaged community. His work proved that even unexpected brands can succeed on TikTok if they adapt to the platform’s specifics, engage with their audience, and take bold steps.
Ivana Bilić reflected on the challenges and successes of the “Tvoje tijelo, tvoja stvar” campaign for Cockta, stressing that bold messages must align with a brand’s values to avoid negative reactions. She also highlighted the importance of research, market trend monitoring, and preparation for different scenarios.
New formats and tools: the future of marketing
The conversation was dynamic and inspiring, sparking great audience interest, as evidenced by the number of questions that exceeded the allotted time for discussion. Gordan and the panelists concluded that bold campaigns are game-changers, but require thorough preparation, creativity, and a willingness to take risks.
We thank the Croatian Public Relations Association for the invitation and the opportunity to participate in this discussion, which opened many perspectives and further highlighted the importance of innovation in marketing.
