Direct Media Academy this year opened the door to all who wanted to discuss the strategy of the brand, communication planning, research, digital, PR, social networks and trends. From 15 to 18 May, the Madlenianum theatre was the centre of education and an exchange of opinions of lovers of communication and marketing.
In an excellent working atmosphere, 80 participants divided into two modules, during a series of lectures and workshops with a team of lecturers of the Direct Media system, discussed the branding and creation of communication strategies in the digital era.
Answers on the questions where the world of advertising is heading and what are the moves before us in the near future brought our first Module “Branding and marketing strategy” of the brand led by Mitja Tuškej, executive director of Direct Media Slovenia. The programme was designed for marketing professionals who are dealing with branding, with the aim to empower them in efforts to capture a new wave and overcome the trends in the intimate communication between the brand and targeted groups.
How to successfully transmit a message, create an integrated campaign and inspire communication with people – it was revealed at the second module named “Communication planning”. The goal of this module, that was led by Marija Matić, Media Planning Director at Direct Media Serbia was to be put in the forefront communication and the way communication: from traditional massive media to hyper individualization and the people like media themselves.
On the last Festival day, more than 500 marketing professionals from the region gathered in Madlenianum. “The next wave of innovations in the world will motivate corporations to change, using resources that they already have at disposal. That is why we have to think carefully how things currently work and how to change them for the better, how to fit new business and communication models in today’s world. Innovate, do not imitate,” foreign lecturers, guests of the Academy said.
Jonas Kjellberg, an appreciated lecturer and an investor in start-up businesses, as one of founders of Skype, presented a story about visionaries, the road that should be passed in order to innovate business and transform digitally. He spoke about why some companies, marketing agencies and individuals are today more innovative than others and how to learn from them and make our dreams come true. Faris Yakob, a rewarded marketing strategist, creative director, writer and digital nomad, also presented himself to the marketing audience from the whole region. Travelling the world without the constant place of residence, advising brands and start-ups, Faris said that constant movement is key for better results in creative thinking.
“Digital has fundamentally changed the world and the message we want to convey at this year’s academy is the necessity and urgency of change in every segment of society, especially in the communications industry,” said Jovan Stojanović, director of Direct Media Serbia. In addition to the comprehensive digital transformation that we are going through as the largest regional communication system, we have realised that we need to meet those changes with fresh ideas and young people who make up more than 50% of our staff,” Stojanović said, adding that the programme through which young people at the Direct Media system propose developmental projects and in that way participate in the making of strategic decisions on the direction that the company will take in the future is already yielding results.
Direct Media Academy was founded in 2012 as an internal educational programme. Over time, it has been growing, developing and opening its doors to all interested students. The programme was created by the Direct Media expert team, with the aim of sharing expertise and comprehensive insight into marketing communications with colleagues, partners and entrepreneurs.
This year’s slogan of the Direct Media Academy “I have a dream” is dedicated to marking 50 years from the death of Martin Luther King.