MARKETING AGENCIES MUST “BREATHE” THE BRAND
The public knows her as the new director of the marketing agency McCann in Skopje. Her colleagues describe her as a positive and a cheerful person; and clients describe her as a professional with whom one has the pleasure to work. Her name is Jelena Arsovska, and since July 2015 she is leading one of the most successful marketing agencies in the country.
Being a manager, a wife and a mother, at the same time, requires a lot of sacrifice, but the pleasure in having these three roles in the case of Jelena, is more than obvious. That is why she is the kind of person from whom others can learn a lot, especially when it comes to leading a big agency and telling successful brand stories.
However, as she would say herself “let’s discuss it one at a time.”
You are the new director of the marketing agency McCann Skopje. What is the biggest challenge that you face by taking the leadership role in the most successful agency on the domestic market?
To stay on top. By that, I mean being the best in terms of the most important parameters: financial results, product quality, i.e. creative design, strategic approach in communicating solutions and employee satisfaction. Certainly, the most important element is the care for our clients and their satisfaction of our services. It is only the partnership relations with clients that lead to long-term and successful cooperation and ensure that we stay on top.
What are all kinds of support that clients expect from a creative agency?
In the first place, I would say all kinds of support. However, from my experience, I can say that clients primarily look for professional relations, commitment and care for their brands by the agency teams. To “breathe” and live the brand, to be its guardians. They look for innovation that is adequate to their way of thinking and to the character of their brand; they want to be one step ahead of the others, which means that we need to be two or three steps ahead of that. So, that brings us back to my first answer, however, the perspective is different.
Which are the specifics in the creation of promotional platforms for the category of beer?
I would single out four components that need to be considered during the creation of communication platforms in the beer industry.
One component is the social responsibility, which should and must invoke responsible consumption of the product. The communication must invoke consumers to drink responsibly by practicing moderation and drinking because of taste and enjoyment.
Another important component is enjoying drinking beer through sharing. Beer is a drink that connects people and people associate beer with friendship, fun, celebration held along with friends, company, and family.
“Beer and food” become an increasingly important component of marketing worldwide. The good thing about our country is that good beer has always been associated with good food. It is an excellent combination with food due to the complexity of its flavors, its capability to refresh and interact with various flavor combinations. When it comes to the communication of platforms for beer and food, the basis would be the adequate matching of the beer taste with the food taste in a manner which is tempting and relevant for the consumers.
Far more important is the sensory component that includes practically everything, from branding and packaging up to the taste of the product. Contemporary marketing platforms for beer must identify and utilize the power of sensory features that influence the decision whether and which beer will be purchased.
When does a product become a brand?
It is difficult to give a simple answer to this question given that a brand includes numerous aspects. However, if I try to trivialize it, I would say the following: the moment people start buying it, not because of what it is, but what it represents.
Is there a creative potential in Macedonia and how can we further develop it?
There is a potential, but unfortunately, it is not sufficiently utilized. Primarily, there should be awareness that the management of the talent, that is, creative potential, should be done on continuous basis. It requires guidance, building, development and above all, investing in it. This is an obligation of all stakeholders in the creative industry if we want to take the Macedonian creative scene on a higher level.
Creativity, in any form, requires impetus and support. Awards and acknowledgements only instigate new challenges, but they are not means in itself. One should continuously learn and keep track of trends and there should be a good proportion between the investments for education of the staff and their personal investment in their own knowledge. No matter the extent to what I disagree with the statement “You are as good as your latest campaign”, yet, there is a lot of truth in it.
You are a woman manager who works with a big team of professionals and major portfolio of clients. Which part of the work would have been easier for you if you were a man?
I have given thoughts to this topic many times. And I do not have an answer. However, if nature was different and I was given a chance to choose, I would choose to be a woman. Whether something is easy or difficult with regard to work, I think that it mostly depends on the character of a person rather than on the sex difference. An alleviating circumstance for me is that women hold more than half of the managerial positions in our regional communication system I&F McCannGrupa.
How do you balance your professional and family obligations?
I would say that I combine the obligations because it is impossible to make a proper balance. Being a mother of two sons, I can say that without the understanding and assistance I get from my husband, I would not have been able to give this interview today. Let me not forget the grandmothers and grandfathers who are infallible part of my everyday family life.
Do you have time for recreation and how important is active life for the people doing business?
Not yet. I hope and I expect that this will change soon because my younger son will become more independent. Active life is indispensable for people who work and live with the modern pace of life. It is a way of reducing stress and maintaining one’s physical preparedness, but also it is increasingly becoming a lifestyle and a way of functioning.
