How is traditional advertising transforming? Do we know everything about content management? How do we use the language of the brand and neuroscience technologies in marketing? What are the business potentials of the SEE region, and how is IT changing our lives? Do we use emotions in business, and how should we use them on social networks? These are just some of the questions to which answers will hear participants at Direct Media Academy 2016 during this regional education program.
Seventh DMA began on Wednesday in Terme Tuhelj, near Zagreb, where advertising professionals from 8 countries of the region in which Direct Media operates gathered for a three-day internal seminar in a relaxing environment to hone their skills in various areas of communication.
“We live in a time when the concept of branding, advertising and communications is changing faster than ever before. In order to be successful, we have to make daily changes in our approach to business,” said Mitja Tuškej, CEO of Direct Media Slovenia and one of the long-time lecturers at the DMA. “If the magic is in co-creating and if we agree that traditional advertising is slowly dying out, then we have to change our state of mind and to begin working on a completely different way. It’s not enough that we have the best knowledge of media planning. We must constantly go into the area of new types of creativity and that’s exactly what we will learn about at the DMA this year,” Tuškej said.
Continuous upgrading of expertise is the dominant feature of Direct Media since its creation in 2001. This model also underpins the Direct Media Academy, which is held every year in a different country of the region, networking advertising professionals from all over the Direct Media system: from Serbia, Bosnia and Herzegovina, Montenegro, Croatia, Macedonia, Albania, Slovenia and Bulgaria. In the first two days, DMA brings together selected students for whom the program is prepared months in advance, based on lectures of an internal team of trainers, interactive workshops and finally work on the given case studies in teams.
As always, among the guest lecturers are leading regional and European names in economics, semiotics, strategic branding, digital marketing and psychology, like Milan Deskar-Škrbić, a macroeconomic analyst at Erste Bank Croatia, Zenel Batagelj, president and co-founder of Valicon, Bojan Leković, founder of portal Kupujemprodajem.com, Tamara Tomović, an expert in the field of emotional intelligence, Ana Mirković, executive director of Digital Communications Institute, Serbia, Anthony Mathe, an expert on semantic brand audit, as well as Tobias Wacker arriving from Finland from one of the leading creative agencies there, hasan & partners.