More than 500 participants at

Play Media Day 03 in Banja Luka

The regional communication event Play Media Day 03 gathered in Banja Luka on June 8, more than 500 representatives of media, companies, creative agencies, institutions, as well as numerous students, who attended lectures, workshops and panels in the Museum of Contemporary Art of RS, from more than 30 world, regional and local experts.

Founders of the creative agency SNASK from Sweden, the eccentric duo Fredrik Öst and Erik Kockum, were the stars of Uranus stage with their original branding philosophy – Create enemies, make friends. They say for themselves that they are heroes that nobody wants, but they are all needed, and that we are all born creative and we need to stay that way, whatever others say. “Being an adult is the most childish thing you can do,” says a duo who sees their work as a game and entertainment that has no boundaries.

Great attention of the visitors was caused by the panel “The Power of Like”, which brought together the influencers from BiH, Serbia, Croatia and Montenegro. The panel was moderated by Branislava Antović, blogger and journalist from Belgrade, and participants Erna Saljevic, in the online world known as “Diva is Back” from Sarajevo, Milan Vučićević, who has been present on social media for many years under the nickname “Nichim Izazvan” from Belgrade, Nataša Gardašević, who in the short period built her brand “Njezvanova” from Podgorica, and also Petra Mamić, the popular “Skitnica” from Bjelovar.

Although many marketing agencies in BiH still do not understand the importance of influencers, whose global market is worth about $ 1.7 billion, the great interest of the participants has shown that this type of branding and advertising comes to our premises in great way. “The Internet is rock’n’roll, and influencers are new stars,” commented Milan Vučićević, better known as “Nichim Izazvan”, followed by 160,000 people on Twitter. Also, within the panel it was emphasized that one invested dollar in influence marketing, can bring to the brand 6 to 7 dollars of profit.

Panel “Women leaders in the Creative Industry” brought us the stories of how challenging it is to get to the top and how stereotypes and prejudices are encountered by women in everyday work, with only 30% of women leaders in this industry. Creative Director of Play Team Agency and Play Media Day program director Dijana Tepšić invited five successful women who had a vision and achieved great success in the regional creative industry: Sara Mekinc – Pristop, Ljubljana, Vesna Vlašić Jusupović – McCann Sarajevo, Sanja Đekić – Mediacom CE, Zagreb, Anita Todorovic – Whole In One Communications, Belgrade. Only when a woman becomes aware of her own power and intuition she will be able to overcome obstacles on the road to success, with the parallel creation of a supportive environment for women in leading positions. “Creative work is like marriage, sometimes you are in a quarrel, and sometimes everything is perfect,” one of the panel’s commentators said.

One of the interesting lectures was that of the French futurist, Jean Christophe Bonis, who talked about the viral series Black Mirror, the future of technology, and the moral boundaries in the digital evolution we are experiencing. A Parisian who is running 17 companies says that the Banja Luka is extremely hospitable, and that the creativity of people from these areas is not late in relation to Western Europe.

Sašo Dimitrievski from Slovenia’s Pristop Group stressed the importance of investing in digital media with one key sentence: “The video for social networks costs the same as advertising for TV,” because “The Internet is not in ads but in content,” concluded Borislav Miljanović from agency Represent System Belgrade. A very simple answer to the question “What’s new in digital marketing” gave us Ivan Živković, from the Belgrade agency Pioniri: “Everything!” “Digital gives us the opportunity to see consumers and better respond to their needs”, concluded Živković.

Iva Obrovac from the 404 Agency Zagreb, has taught us how to plan successful cross-channel digital advertising campaigns. “When starting the campaign, have a hypochondriac approach. Do good research, because internal data is gold,” said Iva. However, if during the digital campaign we encounter crisis communication, Ljubica Soldo from the Degordian Agency offered us a solution. Good research, communication plan, monitoring system, and educated responsible person are the basic elements that you need to avoid the PR crisis on social networks.

Stress blocks creativity and productivity, so Una Kasagić, Jana Tanasić and Nela Marinković, Masters of Psychology from StressLess, Banja Luka, discovered how to deal with stressful situations. And sometimes failure can be a major driver, Laura Kurs from Estonia confirmed, and concluded: “Things you failed can lift you and help you even more in creating a perfect brand.”

Bojan Hadžihalilović, creative director of the Fabrika from Sarajevo, revealed to the audience how to be a designer in these challenging times, and how to think about the time in which we live, explore and demonstrate our creativity.

In this digital age, we did not forget traditional media such as radio, which as it was concluded, the Internet gave wings. “Radio is like a chameleon, it managed to adapt to every era and remained a favorite medium,” said Maja Rakovic, director of the Naxi Group. Radio definitely has to get out of classical studio and come closer to listeners, Goranka Jednak Maksimović, producer of RTV Vojvodina, Novi Sad confirmed in her presentation on the topic “Radio on asphalt and grass – radio friend of events and festivals”.

Bearing in mind that 2018 was declared the year of blockchain and that it should bring more and more products based on blockchain technology, but also its widespread use in other industries, we also offered a very interesting lecture by Nikola Jokić, the founder and CTO – Digital Assets Power Play from Zagreb.

In line with world trends, the program has offered an unavoidable topic of the gaming industry, which today is seriously parrying the film industry, which was discussed by Stefan Wunderkid Đokić, Co-Founder of Kuvo, Banja Luka.

The end of the program was the “Game of Thrones – a media phenomenon” panel for all lovers of epic fantasy. Monika Ponjavić, film and TV critic, Branislav Predojević, journalist, Dejan Matijević, psychologist, and Djordje Mandrapa, architect and expert for historical reconstruction, discussed this phenomenon.

“We are in a great part of the era of romanticism and we seek refuge and group ideas, and we are talking about heroes who will change something,” the panelists pointed out, adding that after the great success of this series, many of the series also try to shock and imitate the “Game of Thrones” series.

The location of the Museum of Contemporary Art of RS, turned into a creative oasis, filled with plants and trees, which breathed new life into one of the most beautiful buildings in the center of Banja Luka. Education, socializing, connecting and establishing new business cooperation this year were an inevitable part of the event. In addition to conference planets Uranus, Mercury and Jupiter, the Venus planet, the queen of socializing and entertainment, was dedicated to creating new contacts, friendships and memories. The city of Banja Luka once again proved as an excellent host to delighted visitors who visited city on Vrbas river for the firs time.

Multiple interactive zones offered plenty of content. Whether you wanted to go into virtual reality, try out new makeup or capture memories in creative photo booths, but also rest in interesting chill out zones with the best music and refreshment, good fun was guaranteed.

The luckiest visitors have won many gifts and prizes, and left the event with an even bigger smile on their face. After lectures, panels and workshops, the visitors continued to socialize and have fun at the party until early morning, with the energetic performance of the kings of MASH UP, the Belgrade band SIZIP. Numerous visitors from the region and abroad used their stay during the weekend to visit the tourist and cultural destinations of Banja Luka and its surroundings.

This year’s event was supported by friends and partners: the City of Banja Luka and the Museum of Contemporary Art of RS, UniCredit Bank Banja Luka, Mtel, Elektrokrajina, Prointer, Huawei, United Women’s Foundation Banja Luka, Franck, Admiral, Sensation, Link Group, Teleklik, HBO Adria, Staropramen, Rooster, Manja, Avon, Travel Office. Along with this event, numerous friends also took part this year, as well as more than 30 media partners from all over the region.
See you on Play Media Day 04!

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