{"id":466455,"date":"2023-09-26T14:20:22","date_gmt":"2023-09-26T13:20:22","guid":{"rendered":"https:\/\/funzine.hu\/?p=466455"},"modified":"2023-09-26T14:20:22","modified_gmt":"2023-09-26T13:20:22","slug":"preprican-sem-da-bo-oglasevanje-spet-kul","status":"publish","type":"post","link":"https:\/\/funzine.hu\/sl\/2023\/09\/26\/kulture\/preprican-sem-da-bo-oglasevanje-spet-kul\/","title":{"rendered":"Prepri\u010dan sem, da bo ogla\u0161evanje spet kul"},"content":{"rendered":"

Intervju z L\u00e1szl\u00f3m Bir\u00f3jem, generalnim direktorjem ogla\u0161evalske agencije Mediator<\/p>\n

\"\"
ilustracija – pixabay.com<\/figcaption><\/figure>\n

Mediator, letos star 18 let, je najve\u010dja ogla\u0161evalska agencija v dr\u017eavi z ve\u010d kot sto zaposlenimi. Z L\u00e1szlom Bir\u00f3jem smo se pogovarjali o rezultatih, poklicu in prihodnosti ogla\u0161evanja.<\/p>\n

Katero leto je Mediator zaklju\u010dil v letu 2022 in kaj pri\u010dakujete letos?<\/p>\n

Leto 2022 je bilo v \u017eivljenju Mediatorja izjemno uspe\u0161no, saj smo prihodke od prodaje v primerjavi z letom prej podvojili, dobi\u010dek iz poslovanja pa skoraj po\u010detverili. Seveda je to zahtevalo veliko dejavnikov, pomembno vlogo je odigralo dejstvo, da imamo kupce v \u0161tevilnih sektorjih \u2013 kot so avtomobilska industrija, turizem ali maloprodaja \u2013, kjer se je lani po covidu za\u010delo tro\u0161iti, tako na strani potro\u0161nikov kot na strani blagovnih znamk. Tudi mi se tega zavedamo in si ne zaupamo, celotna stroka nam za 2023-2024 napoveduje upo\u010dasnitev.<\/p>\n

Pravite, da ste najve\u010dja neodvisna agencija s polnimi storitvami na trgu. Kaj to pomeni?<\/p>\n

Kot agencija v 100% doma\u010di lasti smo neodvisni od multiagencijskih mre\u017e, kar nam daje izjemno fleksibilnost in svobodo pri na\u0161em delu. In kot agencija s polno storitvijo lahko strankam nudimo storitve na vseh podro\u010djih komunikacijske stroke, od kreativnega razvoja do nakupa medijev in produkcije vsebine dru\u017ebenih medijev do organizacije dogodkov ali PR \u2013 in nisem vam \u0161e povedal vsega. To je skrivnost na\u0161e stro\u0161kovne u\u010dinkovitosti in je eden od motorjev na\u0161e rasti, saj smo se tega lotili, ko so bile v modi agencije, specializirane za eno podro\u010dje.<\/p>\n

 <\/p>\n

Ali ne smemo zamuditi te teme, saj vsi govorijo o vzponu AI? Kako mislite, da vpliva na ogla\u0161evalsko industrijo? In trg dela?<\/p>\n

Od tega pri\u010dakujem velik pok. \u010ce je mo\u017eno ukrotiti umetno inteligenco, v kateri \u0161e danes vsi u\u017eivajo, potem predvidevam pove\u010danje u\u010dinkovitosti do 30 %. Po pri\u010dakovanjih ga je za\u010delo uporabljati kreativno podro\u010dje, art direktorji, strategi in tekstopisci, sam pa bi si \u017eelel, da bi ga lahko uporabljal tudi pri projektnem vodenju in administraciji. Res je veliko govora o tem, da bo umetna inteligenca nadomestila dolo\u010dene agencijske kompetence, a ogla\u0161evanje bo \u0161e dolgo ostalo eno izmed fantasti\u010dnih orodij \u010dlove\u0161ke komunikacije z velikim poudarkom na \u201e\u010dlove\u0161kem\u201d.<\/p>\n

Ve\u010dkrat ste dejali, da je bil presti\u017e ogla\u0161evalskega poklica v preteklosti ve\u010dji …<\/p>\n

\u2026 in povem tudi, da upam, da bo spet kul. Pred kratkim je pri\u0161la novica, da se je letos na razli\u010dna kreativna strokovna izobra\u017eevanja prijavilo 23.000 ljudi, kar je ponovno ve\u010d kot leto prej in daje optimizem. Dejstvo je, da je bilo v za\u010detku 2000-ih bolj kul delati v agenciji, veliko ve\u010d mladih je to \u017eelelo delati. \u010ce pa kdo pride k nam, lahko poka\u017eem sto ljudem, ki se jim zdi ogla\u0161evanje res kul, saj imamo odli\u010dno in predano ekipo.<\/p>\n","protected":false},"excerpt":{"rendered":"

Intervju z L\u00e1szl\u00f3m Bir\u00f3jem, generalnim direktorjem ogla\u0161evalske agencije Mediator Mediator, letos<\/p>\n","protected":false},"author":391,"featured_media":466456,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[14346],"tags":[],"post_places":[],"class_list":["post-466455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kulture"],"acf":{"connected_places":null,"del_image":""},"yoast_head":"\nPrepri\u010dan sem, da bo ogla\u0161evanje spet kul<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/funzine.hu\/sl\/2023\/09\/26\/kulture\/preprican-sem-da-bo-oglasevanje-spet-kul\/\" \/>\n<meta property=\"og:locale\" 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