“Originality at a time when everything has been seen before comes from “off-the-cuff” thinking and through the introduction of some new elements and communication tactics where no one expects them. For example, it occurred to us that Vojko V raps about the introduction of semi-underground waste containers or that HGSS members organize a tweet exhibition, the first of its kind in Croatia. In the end, all of this was content that the public, including the media, recognized as original and gladly shared and wrote about. If our task is to achieve a certain result for clients, but also to create memorable material, I believe that we have succeeded in doing so with these campaigns,” said Gordan Turković last Saturday at the University of Algebra to the participants of the student conference “Underline” organized by Ekonomska klinika.
On the second day of the event, through his lecture “How to Stay Original When Everything Has Been Seen Before,” Gordan revealed to the students how the CTA team members came up with ideas for award-winning campaigns ‘Trending #HGSS70”, „Recklessness is the first spark” and „Separate, it’s easy’.
“Croatian forests have had fire prevention campaigns during the summer, but for the first time, we have introduced a comprehensive integrated communication campaign with them, which we led through television, radio, online portals, social networks, outdoor advertising and public appearances. We have tried to cover everything in order to help reduce the number of fires, which we ultimately succeeded in with the lowest number of such incidents in the last ten years. Without integrating public relations tools, tactics and channels with marketing ones, effective campaigns can no longer be run today. That is why, from the very beginning of 2018, we at CTA komunikacije started to assemble a team that has the skills to present such 360° ideas,” emphasized Gordan during the presentation of our case studies. The participants had a lot of questions, and they showed particular interest in the possibilities of internships and later employment in agencies like ours. Gordan therefore told them what characteristics we are looking for in our future colleagues, as well as his career path through UNHCR and work at the Manjgura agency to the founding of CTA komunikacije and the challenges to watch out for along the way. Finally, congratulations to the organizers on another successful “Underline” conference that promotes examples of good practice and the dissemination of knowledge among future marketing and communications experts.
