DIRECT MEDIA United Solutions
By: Stefan Gajić, Art Director, DIRECT MEDIA United Solutions
The end of 2019 was marked by Marketing mreža’s release of ADBOOKA. ADBOOKA is intended for the Adriatic region’s creative industry, and this year’s print edition was published under the slogan Advertising Can Change the World! Our Art Director Stefan Gajić wrote a short review of the publication.
Being a designer, I’ll start at Adbooka’s cover — despite the well-known proverb that a book shouldn’t be judged by its cover. But a designer can’t help being a designer, right?
First of all, the design is intriguing: it calls to mind myriad foreign publications, carefully thought out with many details but nevertheless conveying the impression of neatness, each element in its own specific place. It’s nice to hold in your hands a book whose cover exudes quality, design with a backstory behind it.
Above everything else, I was surprised to see a digital brand opting for print, which is why I delved in to find the reason for this move. I love stepping out of the comfort zone, so to me this is a commendable choice. Of course, there’s also the notion of a noble goal — a portion of the sales will be donated to NURDOR.
I took time to examine the title, as well. What exactly are the ABCs of marketing? Are they already compiled, or are they being compiled day by day, especially considering the impact of digitalization? Are we getting a new letter to be learned every day — or maybe even every hour? Are they all the raw data that speak to campaign results, or maybe real-life examples that should serve as benchmarks? Are they prominent industry figures? Yes, all of those are the ABCs of marketing packed in a book titled Adbook. And with this, we arrive at the content itself: features, interviews, case studies, and factual information — everything that marketing was and is today and that it will be tomorrow. Speaking of the content, it’s not common for literature to start with good practice examples. Those usually come at the end as icing on the cake or cherry on top. But is it really good practice?
Just like you need to get the consumer interested in your product at a glance, so too the reader needs to be hooked by the first sentence. So why not start with the most interesting part, the one that is the actual reason behind each and every role of anyone working in marketing — campaigns. As it were, I was hooked at the first chapter already. Later on, the logical progression was to learn about the agencies and brands behind the campaigns compiling the venerable marketing ABCs.
This straightforward creative introduction and plot with those that produce the creative came to a close with — what other than — a report, because figures are the only exact thing, figures are never wrong, and, after all, they’re intriguing. I was curious to see how everything I do and think about today gets only a few characters, a single number. The higher the number, the bigger the success.
Let’s look back at the beginning, perhaps we can indeed form an opinion about this book at merely a glance. The design got me hooked, and the content got me to stay that way.