LUNA\TBWA\NEWSWALK 24\AUTUM 2007

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HOW MUCH... FOR THE BRAINS?
Špela oblak
Last week I took part in a meeting
for the European Association of
Communications Agencies (EACA) in
Brussels. It was traditional, in terms
of the time and the place of the event.
What last year's and this year's
meetings have in common is a series of
constant themes: the evaluation of
trade marks, marketing, the agency's
work and the consequential work of
the brain, public competitions, bans in
advertising, and what these kinds of
bans actually bring about, and how
much money the agency and clients lost
at different competitions. Now, the Web
2.0 theme has also become a constant,
and with that comes quite a mouthful;
namely, how to introduce any kind of
initiation of rules and/or regulations
in this area.
Themes that we have seen in the past also
reappeared when we spoke about other
medias. For example, how digital medias
influence human behaviour, is self-regulation
in the digital world even a real possibility,
how to manage e-content, etc. Self-regulation
in particular was the most frequently used
word, often appearing at our meetings. In
this area Great Britain leads the way, with an
entire series of documents concerning good
practice, which should serve as a reference
for the professional activities of all involved -
from the level of maturity of the participants,
the position of the branch, trust and even
the thing on which it all depends, how these
documents really come to be.
The Slovene position is unique because of the
tripartite nature of our Advertising Chamber
(media, advertisers, and agencies are all
associated under one roof). Our tripartite
nature can be seen as something that slows
us down, but it can also be understood as an
opportunity, since accepted agreements are
something that we, in
reality, accept with
the consensus of
all involved sides,
and only then do
we bring them
to life. If we
believe in one
dialogue, then
it naturally
makes sense
to persevere
in this
way. We are also unique, because each of
the three sides co-operates and contributes
to the common result of the Chamber on a
completely voluntarily basis, each one in
addition to it's own regular work. So, it is
possible that this aggravating environment
helps us in the time we live in, to truly
understand our professional areas, as well as
wider and narrower social occurrences. The
result of the co-operation of our branches,
is, not to mention the others, four main
documents (Competition, The Brief, The
Assessment of Communication, and The
Structure and Remuneration of Agency
Services), which also came into being due to
the stimulation that arose from our British
colleagues and their work.
ONE WORLD, ONE THEME
It is interesting that some themes can be
common and equally understandable (or not)
across the entire world. In Great Britain they
determined that during the assessment of a
company 45% of financial analysts take into
account merely financial indicators, while
55% also take into account non-financial
ones. The majority desires more diverse
information, but they do not understand
marketing. McKinsey, with research done
among numerous companies, confirmed the
weakness, or the powerlessness, of marketing
within a company: Marketing is seen as
expensive and "immeasurable", it does not
speak the same language as the top-staff,
does not see the big picture in the business
field, and people who work in marketing are
seen as "flower arrangers" (in Slovenia we
would call them sellers of fog). The average
working period for a marketing director in
the US is two years, in Great Britain three.
A truly big long-term concept in this work
cannot exist, or can it?
Hmm, then we come across exceptional
marketing and communication
breakthroughs, about which financial
analysts undoubtedly speak of using non-
financial indicators. The campaign for O2,
which also received the highest award
from the British Agency IPA
in the year 2004,
increased
Director LUNA\TBWA
their investment by 60 times. They sold O2
to the Spanish telecommunications operator
Telefonica in the year 2004 for a cool 18
billion pounds. Then there is the example of
the purchase of Gillette by P&G, where out
of the 31 billion pounds 27 billion will be tied
to intangible assets (trade marks, relations
and patents). How much are brains and ideas
worth in this case?
BANS ALWAYS SOLVED ... VERY LITTLE
A constant theme in our meetings is also
the more and more frequent bans, or limits
WE ARE ALL A BIT ORTO
placed on advertising in more and more
categories. First with alcohol and tobacco,
then with food, and the automotive industry.
Much research has been carried out in several
different countries, and it all confirms that
prohibition alone never solves anything. It Si.mobil Luna\TBWA
is only a singular action, often a tool in the Si.mobil-Vodafone prepared an attractive offer surfer, party-goer and charmer) and Frenki (a characters and performed in Si.mobil’s autumn
hands of politicians, and in no way solves for their Orto Smart target group also this chilled-out guy who has chicks flocking around TV advertisement.
something like poor eating patterns in a summer. Free phone calls during weekends, half him). These are the characters appearing in
family, for example. However, it seems to a year of free subscription and the possibility of the summer TV advertisement. The campaign Second part - Orto Stars
some that merely with a prohibition we easily buying a new mobile phone every six months. encompasses a wide range of ATL and BTL
cleanse ourselves of everything bad that is In the transfer of the company’s marketing material, through which we wish to transfer With the autumn TV advertisement, when the
happening in our society. Colleagues from messages, Si.mobil wanted to remain just as marketing messages to the young in an marketing messages - “we make free phone calls
Great Britain, Poland, Russia, and France are unconventional and free-thinking as their interesting way and at the same time involve during weekends and send free SMSs all week
looking for ways to a single common ground - young customers and so they opted for a them in the whole process. long” - are being transferred in our stead by the
trust among co-workers, trust in the field. somewhat different advertising campaign in newly appointed Orto Smart ambassadors, the
two parts. Audition second part of the campaign has begun. Also
DO WE TRUST? in this second part there is a great emphasis on
All of us together, in some countries to a First part - Characters We invited the young to catch their orto side the use of the Internet portal, where the stars
lesser degree (where they also already took on tape and apply for the audition. And so they write their blogs and chat away in the Internet
the copyrights), and in others to an even The first part of the campaign focused on did! They were sending in their orto video clips chat-rooms; besides, there is also a vote taking
smaller degree, still continuously have showing that everyone of us is hiding an orto and photographs and, besides, they also had to place for the best-loved Orto Smart star.
problems when it comes to the estimation side, youthful, unburdened and free. Since we convince their friends to give them their vote on Si.mobil-Vodafone proved that an effective
of expenses for one item in particular: The wanted to bring orto close to the young, we the www.ortosmart.si internet portal. Twenty advertising campaign can be created in
Idea (or the brain). The more we invest in our gave it life, put a face on it, formed personalities most popular members of the Orto Smart group a completely different way, through fun
own knowledge from the fields of marketing, and thus the Orto Smart characters were born then had to reveal their orto acting talent also and laughter, since they actively included
communications, psychology, sociology, - Jackie (a star and a femme fatale), DJ (the in front of a jury at the Arena Vodafone live! their target group into the entire campaign
design, management... (there are many of best “doer” of records in the land), the ©ubidu centre in Ljubljana. And so real Orto Smart instead of merely bombarding the group with
these proficiencies, aren't there?), the closer babes (the hottest dancers in town), BorËi (a stars were born and they lent their faces to the marketing messages.
we will be to the Idea, and the more we will
appreciate and respect it.
In the end, basically only one thing matters:
we work with people, whom we trust. Clients
work with the agencies, and agencies with
the clients. We usually achieve our greatest
success as a result of trust. Oftentimes we act
completely different in our professional lives.
We do not trust or respect anything, and we
expect success. Hmm, this is close to that nice
little definition of insanity, which goes:
when you do the same thing
over and over and
expect different
results, that is
insanity.

NIVEA FAMILY
CELEBRATION
BEIERSDORF
The first weekend in September saw a two-
day celebration for children and their parents,
held by the Beiersdorf company in front of
the Ljubljana cinema complex Kolosej. The
event, which has a years’-long tradition in the
neighbouring Austria, took place on Slovene
ground for the first time - thus we were given
the chance to plan everything, from the naming
of the event and communication means to the
course of the celebration.
Various activities for children of all ages
were taking place all day long and included
face-painting for children, creative activities
using paper and glue, puppet-making, dance
workshops, preparation of a fashion show
and forming shapes from balloons. Moreover,
children were able to enjoy themselves on
recreational equipment such
as has never before been seen
in Slovenia. The children were
most enthusiastic
about the
children’s rodeo
MAG. EXCEPTIONAL
EVERY WEEK.
Delo
The newspaper publishing house Delo
decided to support the weekly magazine
Mag with a sales campaign which enabled
readers to receive Mag for two weeks free
of charge, simply by sending back a special
coupon or calling a designated phone
Luna\TBWA
and surfing-simulator; the dragon-shaped
tunnel, the climber-slide, and the pool filled
with balls for the youngest were also popular
with the children. The fun parents and children
were having with the creative activities in the
tent, on the recreational equipment and in
the refreshments’ corner was further livened
up with the daylong events on the stage, led
by the actor Gaπper TiË. Thus Saturday was
concluded with a concert by Romana KranjËan
and Sunday with a performance of the »uki
music group. The common thread of the
two-day celebration was a raffle, the winnings
of which were in full given to charity causes, to
the “Nikoli sam” (Never Alone) project run by
Zveza prijateljev mladine Slovenije that offers a
safe haven to children every afternoon, where
they can usefully spend their
free time. Together with the
NIVEA brand we thus carry
on with its mission of social
responsibility in the local
environment.
Luna\TBWA
number. The campaign was supported
with a television telop, printed
advertisements and banners in the
Delo editions - all of which were
joined by a powerful slogan: “Mag.
Exceptional every week.”
Safe with
Renault
Renault
Have you ever seen cars dancing ballet? In
September, Renault’s cars, the safest group
of cars in the world, began dancing only for
you on your television screens. The ballet
performance was an introduction to Renault’s
autumn campaign called Varnost (Safety), with
which we called attention to eight models of
Simply perfect
Renault
For six years, Renault’s experts planned,
pondered, tested and designed - all that, just
so that we can now introduce perfection to
you … perfection for the demanding - the new
Laguna. The launch of the new Laguna was
commemorated with a special event for the
employees, where the representatives of the
Renault Nissan Slovenia company introduced
Afraid of
heights?
BEIERSDORF
Who is afraid of high heels? Who is afraid of
a 100-metre sprint on ten-centimetre heels,
the most unusual athletic event sponsored by
the Hansaplast brand? The high heels in the
printed advertisement seemed frightening,
reminiscent of Dante and even more of the
painting Crucifix, created by the last
Byzantine painter Cimabue,
Luna\TBWA
cars that received five stars at the EURO NCAP
tests. Besides, the campaign drew attention
of the consumers to Renault’s involvement
in an educational programme for pre-school
children, dedicated to safety in traffic, called
KolesarËki (Little cyclists).
Luna\TBWA
also the new identity of the Renault brand. It
is now based on three key values: humanity,
trustworthiness and an inspiring spirit of
the brand. Car enthusiasts, especially the
demanding ones, could go for test drives
organised at sales locations and they could
also take part in an exclusive event at the open
doors day.
Luna\TBWA
where Jesus looks like “a worm sliding off the
cross”. That women dare to put on high heels,
let alone run wearing them, thus becomes
an even more remarkable feat - with a little
help from Hansaplast. The brochure, shaped
like a shoe-box, bears the words: “You may
not particularly like the colour, but comfort is
provided for.”
IT'S TIME TO THINK
ABOUT YOURSELVES!
Cindi Slovenija
The colon and rectal cancer, a silent killer, is the
second commonest form of cancer in Slovenia
and at the same time the second commonest
cancer-related cause of death. Nevertheless,
a hope for recuperation remains, since the
further development of the disease can be
prevented if discovered in time. To this end a
national programme of screening tests and
early discovery of the colorectal cancer was
established.
The program was given the name SVIT,
accompanied by the slogan “It’s time to think
about yourselves”, as a symbol of a new
beginning and a hope for a brighter future.
Besides the verbal, also a visual constant
was defined, focusing on the “object” and
the “method” of the screening tests. From
these two elements a sign was constructed,
which represents a stylised depiction of the
examination of the colon as well as the
letter “S”, the initial of the programme’s
name. Since the matter is highly delicate, a
The fashionable
Micra
NISSAN
A woman is standing in front of a mirror.
What is she to wear? A typical situation with
an atypical continuation. There is a new
fashion accessory in town, one that governs
everything that a woman wears: Nissan
Micra. Her
command
Luna\TBWA
considerable emphasis was placed on
relaxedness and positivity. A
communication strategy
has been prepared for
the following two years
- in the initial phase, our
aim is to increase the public’s
awareness of the disease and
build on the recognition of the
SVIT programme, with the help of
a strong PR support.
So this month SVIT fought its first
battle and a press conference was held,
for which we prepared an information
To-die-for good!
brochure, maps and penguins. In addition, the
programme was given public support from
the Slovenian Prime Minister Janez Janπa, the
Slovenian Minister of Health Andrej BruËan,
Ljubljanske mlekarne
the member of the European Parliament and
president of the MAC European Parliament work Luna\TBWA
group Lojze Peterle and the president of the RS This August, Disney/Pixar Animation Studios the leading character Remy almost loses his life
Parliament health committee Ljubo GermiË. brought an animated film titled Ratatouille for a piece of cheese he cannot resist - so we said
to Slovene cinemas. The animated characters to ourselves: “This Joπt cheese really is to-die-
tell the story of a loveable rat named Remy, for good!” This idea thus became the basis for
who wishes to become a chef. Following an printed and television advertisements, posters
incredible series of events, he manages to do in shops and stickers for the Joπt cheese. At the
just that and he becomes the chef of a well- first showing of the film we prepared an event
known Parisian restaurant. Since cheese is in front of cinemas, where the audience and
frequently featured in the film, we decided, passers-by could have fun, they were given food
along with the Ljubljanske mlekarne dairy, to and invited to take part in a competition that
cooperate in the promotion of the film with the brought “prizes, to-die-for good”!
Joπt cheese. Even more - in a scene from the film
Luna\TBWA
is: “Strike a pose!” Why should only consumers
be demanding and capricious? The
photographer Saπa Hes made sure that the
billboard speaks also to men. Since the most
beautiful dress is still that which sooner or
later slips off the body.
the coolest
bank account!
NLB Luna\TBWA
We were faced with another advertisement is not a classic advertisement,
interesting challenge when we had but an excerpt from a day of the young. The
to present the NLB Prvi raËun (“the TV advertisement is deliberately shot in the
first bank account”) to the young, aged “street style”, not complicated, in a single
from 10 to 18. The young of these ages frame. The advertisement concerns various
are going through a rebellious period, greetings or handshakes. A greeting is no
a period when they are trying to find longer just that, it is almost a ritual among
their own place under the Sun - which is the young, since it represents a way to show
by no means an easy task and therefore connectedness and friendship with one’s
also getting their attention is an extremely peers. The TV advertisement certainly is lively,
difficult task. This is why we developed an appealing, and close to the generation we are
idea the young can identify with since the addressing.

Classic symptoms
of lymphoma
Society of lymphoma patients
For over two years now, the Society of
lymphoma patients has been trying to acquaint
the Slovene public as well as possible with
lymphoma - a quickly spreading and, sadly,
often deadly form of cancer - and to influence
the early discovery of the disease. With the
intention of making the society and its actions
more recognisable, we prepared a unique
creative solution titled “Classic photography
or classic symptoms of lymphoma?” The title
concerns six black-and-white photographs
THE ART OF
EYEBROW SHAPING
Valens
The trend of eyebrow shaping is conquering
also the Slovene ground - since September, a
world-renowned brand of eyebrow care and
shaping, Anastasia Beverly Hills, is available
also in Slovenia.
In launching the brand’s products onto the
Slovene market, the first step we took in
the communication was a life-style press
event, where the art of eyebrow shaping was
revealed to us by the brand owner herself
- Anastasia Soare, known as the “queen of
eyebrow shaping” in the Hollywood world
of beauty. The press event, taking place
in the pleasant ambiance of the Evropa
Luna\TBWA
which at first look like a classic work of art. But
in fact the photographs display symptoms of
lymphoma which, if discovered in time, can
save a person’s life. We prepared noticeable
billboards, brochures, posters and printed
advertisements for the society. We took the
project close to our hearts and we sincerely hope
that it will affect the consciousness of people
and so help in the discovery of lymphoma in its
early stages and in the successful treatment of
lymphoma.
Luna\TBWA
café, was hosted by Blaæka Müller Pograjc.
Among those present at the event were
representatives of all key lifestyle media and
some notable Slovenes, such as
Miss Slovenia 2006 Iris Mulej and the winner
of the first Slovene Big Brother reality show
Andrej Novak.
The Anastasia Beverly Hills product line,
represented in Slovenia by the Valens Int.
company, is for the time being available at
the Nama and Maximarket department
stores. Within a short space of time,
counselling and eyebrow shaping service will
also be available at the sales locations.
Popularity
Gongs
DELO
Vikend, a supplement of the newspaper Delo,
distributed its traditional media awards - the
popularity gongs. This time, the location of
the event was moved from Bled to Ljubljana
and we participated in the organisation of
the distribution of the gongs, taking place in
the Festivalna dvorana hall. The host of the
evening was Anja Tomaæin and the audience
was entertained by Lado BizoviËar, who sang
Saπa Lendero’s song “Ne grem na kolena” in
a style following that of Josipa Lisac. Miπa
Molk chatted with the ever-critical Svetlana
MakaroviË. A part of the entertainment was
also Jure Godler’s performance - in a Mr.
Bean-like style he showed what Slovene
silent movies could
Ride on power
in Maribor
Pivovarna LaŠko
On 15. and 16. September, Bandidos Power
accompanied the final of the mountain-
biking world championship, taking place
on the Maribor mountain range Pohorje,
in the company of 23,000 visitors. With the
slogans Ride on power and Zgrabi ga (Grab
it), Bandidos Power appeared at the opening,
where participants drank to the beginning of
the last race of the world championship. All the
time during the race, Bandidos Power cheered
the mountain bikers on with billboards placed
along the track; it could be seen on the start
numbers of all participants and on a billboard
next to the winners’ podium. Its name and
motto embellished the shirts of the security
guards, the volunteers standing along the track
and other support staff, as well as the clothing
of the beautiful hostesses whom Bandidos
Power brought along to the event. It made an
appearance also on a billboard in the press
corner, where interviews with the bikers took
place (so Bandidos Power joined the bikers on all
photographs). Never afraid of a challenge itself,
Bandidos Power likes
Luna\TBWA
look like, and, as Dr. Hanumak, he pondered
over why not all radio presenters have a speech
impediment. The readers of Vikend awarded
the popularity gongs to the actor Jurij Zrnec, to
Bojan EmerπiË, as the best among the presenters
of entertainment programmes, to the radio
presenter Andrej Karoli, to the musician Adi
Smolar and to Matjaæ Tanko, as the best among
the presenters of news programmes. Jure
IvanuπiË was awarded with the professional
gong by the jury. To round the evening off, Anja
Tomaæin sang “Take Me to the Moonlight” and
all guests could enjoy a slice of the “kremπnita”,
a vanilla and custard dessert, with the help of
which at least a bit of the Bled tradition was
preserved.
Luna\TBWA
to challenge others. That is why a mechanical
bull was placed next to the centre stage at the
finishing line, where visitors were able to test
their courage. All who tested themselves in
riding the bull were given a Bandidos Power to
quench their thirst, and the finalists competed
for a large prize.
Bandidos Power recorded a complete victory
in the last race of the final of the mountain-
biking world championship by standing on
the wallride (for all those who are not fans of
biking - this is a kind of a wall which bikers
mount at full speed and push from to propel
themselves further along the track), which
means that all participants of this discipline
jumped on it and used it as a springboard. Most
would tire under the weight and speed of the
world champions and abandon the wallride
in pain - but Bandidos Power is not said to be
“full of energy” for nothing and its motto “ride
on power” is not trumped-up as well. Bandidos
Power victoriously and proudly stood its ground
on the wall till the very end and so its bravery
was forever imprinted on the photographs of
reporters and the audience.
IT’S TIME TO SHIFT!
DISRUPTION STORY
The story began in the late 1990's when the
popular Japanese car manufacturer Nissan
found itself in the red. When Carlos Ghosn
took over the management of the Nissan
brand in 1999, his first undertaking was the
reorganisation of the company. He got rid of
old silos which divided various sectors of the
company and implemented cross-functional
teams, joining people from the various sectors.
The alacrity of radical changes within Nissan
under the influence of the new management
was incredible, even alarming to outside
observers. In spite of warnings, Ghosn was
firmly convinced that defying conventions
was just as important as following them, and
he thus opened the Japanese market to global
ideas and influences.
In 2001, Ghosn announced also an ambitious
advertising mission which was to lead the
company in the future: “One brand, one voice.”
The most important date since Ghosn’s arrival
was 2 September 2004, when he announced the
arrival of six new models of cars.
But what really took the breath away from
everyone was Ghosn saying these words: “SHIFT
- the only word that captures the passion and
TBWA \ blew its
competitors away
TBWA
Creativity Magazine, a notable American
magazine dealing with the topic of creativity
in advertising and design, each year publishes
a report on the most successful and creative
agencies in the world. This year, TBWA\ made
it to the top of the list of the most creative
networks.
It seems that every year one of the TBWA\
agencies especially stands out by doing
something simply incredible and this in turn
helps to allow the creativity to flow freely
through the entire TBWA\ network. This year,
the office that stands out is most definitely the
TBWA\Chiat\Day office from New York and its
employee Gerry Graf - the former for being the
agency with the largest number of awards and
the latter for being the creative director who has
received the largest number of awards in the
world.
And this is only the beginning of the list
of complimentary titles because the New
York office created not one, but two TV
campaigns to win the most awards, as well as
TV advertisements for Mars which took the
third, fourth and ninth places according to the
number of awards received. At this point let us
mention that Mars also took the second place in
POSTBANK BH
TBWA\ADRIATIC
Postbank BH is one of the newer clients of
the Luna\TBWA\Sarajevo agency. The agency
first won the design contest for the bank’s
logo and at the moment they are working
on the graphic standards book, preparing
the opening event for the new branch
office, its outdoor advertising and many
other interesting things. The logo is three-
dimensional, composed of individual dots or
circles which together make up a quadrant.
Luna\TBWA
dedication which will help revive the Nissan
brand and which will remain to be the driving
force behind the brand’s success also in the
Accompanying these words were portraits
of various kinds of people, challenging their
expectations: a woman boxing; an elderly
future. Everything we touch, we shift. And citizen doing athletics; a man with no legs
everything we shift, we try to make better.” With climbing. The intention of these images was to
the philosophy behind the word SHIFT, Nissan encourage consumers to follow the company’s
challenged the world to change its relationship lead and change some aspects of their own lives.
with the brand; the company itself changed its
entire approach to the manufacturing and the The philosophy behind the word SHIFT
sales of cars in light of the word. As Ghosn puts permeates all aspects of the Nissan brand even
it: “Change is what we are and the way we work. today. Ghosn says that he is proud of what they
Once you change your point of view on reality, have achieved in the company, but he is by
amazing things can happen.” far not satisfied with what they are, since that
would mean that they consent to status quo.
The “SHIFT_” campaign began in the United So, to everyone reading these words: “Whenever
States, along with the launch of the new Z you feel too comfortable, it’s time to SHIFT!”
sports car. Once advertisements for the 350Z (Carlos Ghosn).
appeared in the media, bearing titles such as
“SHIFT_dreams”, the rules of conventional car
advertising collapsed. Instead of the traditional
images of sports cars speeding along wet roads,
the elegant and daring campaign was based
on black-and-white photographs of motionless
cars. Television advertisements ensued, based
on the following words: “A SHIFT can change
a person. A life. The world. Or it can simply
change the way how you move through it.”
TBWA\Worldwide
MEET THE
the category of clients with the largest number
of awards.
Besides Gerry Graf being named the best,
creative directors Ian Reichenthal and Scott
LUNATICS
Vitrone took second place in the category of
most awarded creative directors. More over,
Scott Vitrone took also the second place among
most awarded art directors, and Craig Allen and
Jeff Anderson took the third and fifth places
TBWA\ADRIATIC
respectively. The New York office can justly be LUNA\TBWA\SARAJEVO
proud also of the second and fifth places in the The idea for the self-promotional campaign creative individuals with unimaginable powers,
category of the most awarded copywriters, the was born at the European TBWA\ meeting who are always ready for action, ready to fight
credit for which goes to Isaac Silverglate and Ian of product managers in Brussels. The initial for their ideas … “If you think your agency is to
Reichenthal. The fact that a large number of brief of the meeting was: “What is it that sets be set apart from others, wait till you have met
awards in the name of the whole network was your agency apart from others?”. Luna\TBWA\ the Lunatics …” They created mini posters and
given to young talented “young bloods” from all Sarajevo agency found the inspiration for its handed them out to their existent and possible
over the world also cannot be neglected. idea in the Takken game for the PlayStation 2 future clients. The campaign encompassed
For the New York office as well as the entire games console. The main goal was to portray more than 170 companies and the response was
TBWA\ network the awards and complimentary the agency as a unique whole, composed of outstanding - in just ten days the agency got a
titles certainly are a great honour and completely new client.
additional proof that we deserve the leading different,
position in the world of advertising. The awards
received and the success of the entire network
indubitably are a reflection of the great minds,
the open hearts and the invaluable talent that
power the world of advertising.
LUNA\TBWA\SARAJEVO
This represents the management of the
whole network, the transparent support as
well as the cooperation and partnership with
the Postbank BH. The circles represent
stylised coins; the colours of the logo
are silver-grey and blue. Blue stands for
security, trustworthiness and stability
while silver-grey, as the second colour,
represents wealth and adds a modern, hi-
tech professional look to the entire image.

Portrait
GORENJKA
We talked to Anamarija StanËiË, the
marketing director at the Æito Group
company, about how she sweetens her
mornings and days, and about how
she most likes to spend her time away
from work.
What are your morning rituals, before
you go to work? Breakfast - yes or no?
I must say that I have problems getting
out of bed in the morning and I always
catch the last minutes when waking up,
even though I plan otherwise … The
ritual in the bathroom is necessarily
followed by breakfast - I cannot do
without it: first freshly squeezed
orange juice, then coffee, to wake me
up. A weird combination, right? The
two are followed by muesli with
milk - sometimes I eat the crunchy
variety and sometimes Sport
muesli. I have a varied collection
because I really love muesli. I like
to combine various kinds and
never eat just one kind.
The sound backdrop in the
car on your way to work:
Ë
StanËi news, radio programme or
arija
Anam your favourite CD?
Because my drive to
work and back home
takes quite time, I try to make good
INFO POINT:
Open doors
day for pets
World Animal Day
On the World Animal Day, October 4, we
opened the doors of the agency to our pets,
so that they were able to see for themselves
where their owners go every day. Only the
dogs Ali and Kiks plucked up enough courage
to hang out with the Lunatics, but they had
no problems at all with charming everyone
present and conquering every last
corner of the upstairs
floor.
use of my time - in the morning for work,
and, when returning home, for relaxation.
I listen to various kinds of music, except
rock, which I do not like. Many times,
especially on my way back home, I turn the
volume high up, because it relaxes me.
You stop at a petrol station. Do you
treat yourself to anything sweet, besides
buying petrol?
Sometimes, when my energy is running
low.
Till the end of the year your greatest
challenge will be …
Given the volume of my work, there are
numerous challenges. For sure, the greatest
challenge is coordinating the highest
possible budgets with the administration
board, ha-ha.
When do you enjoy your work most?
When I see that my employees are
satisfied!
Your favourite dish is …
I like sea food very much, which probably
has something to do with where I come
from. My favourite dish is grilled prawns,
I cannot say no to them - anytime and
anywhere …
All requests, comments, advice, compliments, criticism, ideas... are welcome at our e-mail: luna@luna.si
Editor in charge: Helena »oæ, e-mail: helena.coz@luna.si, Executive editor: Anda Arko, e-mail:
anda.arko@luna.si, tel.: 01/200 41 70 Published by: LUNA\TBWA, Koprska 106a, 1000 Ljubljana
Luna\TBWA
Having chosen the office of the creative
director to mark his territory (the little
Chihuahua indisputably does have excellent
taste), Ali soon had to be chained to his
owner’s chair, which she did with a heavy
heart. And Kiks, following a delicious helping
of the Pedigree dog biscuits, took a pleasant
nap in the accounts department and guarded
his owner.
Luna\TBWA
Which is your favourite brand of
chocolate?
Gorenjka, of course! I like Gorenjka with
whole nuts the most.
Your work demands the whole person.
Is there any free time left? How do you
spend yours?
I really do not have much free time, so I
try to make good use of the free time I do
have. I like to be in motion, and I regularly
visit aerobics classes, I go hiking in the
hills, I like to swim and play basketball.
Where did you go for your vacation this
year?
Sadly I did not go far - I went to Dubrovnik
- but it was very nice nonetheless. I adore
the sun and the sea.
A deserted island - yes or no? What
would you take with you?
Of course, that is a dream of mine! I would
really like that, and I hope I will be able to
go sometime soon. The greatest problem
is that these destinations are far away
and my vacation is not long enough to go
there. But I am working on it … With me I
would take only my darling, of course.