Bruketa&Žinić&Grey – full service advertising agency http://bruketa-zinic.com The agency is a Brand, Product & Retail Design Hub and Digital Shopper Hub for Grey network Thu, 22 Feb 2018 09:49:40 +0000 en hourly 1 https://wordpress.org/?v=4.7.9 A Cornerstone Made by Water http://bruketa-zinic.com/2018/02/22/a-cornerstone-made-by-water/ http://bruketa-zinic.com/2018/02/22/a-cornerstone-made-by-water/#respond Thu, 22 Feb 2018 09:01:32 +0000 http://bruketa-zinic.com/?p=33849/

Today when virtually any piece of information is shared over the screens of different sizes, a physical means of communication carries special weight. Bruketa&Žinić&Grey have literally delved into the weight when making this publication for investors in the Nikola project.

It is the largest premium urban revitalization project in the Adriatic rooted in the local culture and heritage. The publication is embedded within the concrete block representing a cornerstone, a pledge of an edifice or infrastructure that is yet to take its physical shape as a result of an architect’s vision.

The visionary in this particular case is Nikola Bašić who is acknowledged and acclaimed by the public chiefly for his works the Greeting to the Sun and the Sea Organ in Zadar. This cornerstone is actually given into the hands of investors inviting them to make an investment in the Nikola project.

The project is a new area for living in the territory of Soline, in Zablaće nearby Šibenik, a comprehensive project including residential, tourist, commercial and social amenities in harmony with nature and the sea, inspired by the Mediterranean way of life.

The essential element influencing the formation of the Nikola project was water, or the sea to be more precise. This area, drained in the past due to the saltworks, was eventually inundated to be turned into a cove.

Nowadays Nikola Bašić has reincorporated the sea into the future vision of the Nikola project making it a dominating factor in the architectural design adhering to the principle of autochthonous small waterfronts in the Adriatic.

For the same reason, water is a key element helping to uncover the content of the brochure, as only when splashed with water, the concrete cover reveals what is beneath.

In this fashion, the brochure is visually and palpably in dichotomy with its seemingly massive and robust cover and its subtly designed content. Its graphic elements, besides the sea, were also inspired by the traditional Adriatic architecture such as the dry stone walls.

But a special focus in its making was given to potential investors, allowing them to have a quick and simple overview of the information, depending on the time they have available.

The overall design is therefore a combination of the modern and the traditional, the artificial and the natural, resembling the actual Nikola project that aspires to provide its future residents with the modern quality of life against the traditional Mediterranean backdrop.

CHR Eko-projekt (client) / Jean-Paul Uldry (Chairman), Jerome Mariethoz (Executive Director), Branko Baica (Legal Affairs)

PUBLICATION:

Bruketa&Žinić&Grey  / Davor Bruketa (Creative Director), Mirna Ptiček (Art Director), Andrej Gagić (Copywriter), Jelena Babić (Account Manager), Ivanka Mabić Gagić (Head of International Business), Vesna Đurašin (Production Manager), Radovan Radičević (Head of DTP /Prepress), Danko Đurašin (DTP Operator)
Nikola Đurek (Typographer)
Synthesis / Jurica Huljev, mag.arh. (Concrete box)
Cerovski (Print)
Sitopapir (Silk screen printing)

VISUAL IDENTITY:

Bruketa&Žinić&Grey / Miran Tomičić (Creative Director), Neven Crljenak (Art Director)

BRAND STRATEGY:

Brandoctor / Anja Bauer Minkara (Senior brand consultant), Petra Despot Domljanović, Stipan Rimac (Brand consultants), Jelena Mezga (Brand implementor)

Domagoj Kunić (Photographer)

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The Beer Connoisseurs’ Glossary http://bruketa-zinic.com/2018/02/14/the-beer-connoisseurs-glossary/ http://bruketa-zinic.com/2018/02/14/the-beer-connoisseurs-glossary/#respond Wed, 14 Feb 2018 09:27:24 +0000 http://bruketa-zinic.com/?p=33792/

I have always laughed at beer snobs. But after reading the Glossary, I am the one they laugh at.” – Ivica, Samoborsko Cerje

With help from the Bruketa&Žinić&Grey Agency, Karlovačko Beer decided to serve a perfect gift to all beer devotees: the Beer Connoisseurs’ Glossary, a self-help manual not to be missed out on by any genuine self-respecting beer enthusiast, or by anyone else for that matter with no self-respect whatsoever.

Many profound thoughts kegged inside this Glossary were fermented into an easily digestible read. Readers can pause for refreshment to tap into tried and tested advice passed on by beer connoisseurs urging them to become fluent in beer styles, bouquet and retro flavours.

The Glossary also reveals many facets of beer production and history, helps readers to master the noble skill of ordering, tasting and giving constructive criticism, and to recognise other beerologists and to be trendy like real highbrow beeroisseur.

But that’s not all! This multifunctional glossary can also come in handy as a flyswatter, a bed pillow or even a fire starter. And on top of a plethora of hands-on and entirely unsolicited advice, the Glossary offers a complimentary gift as well!

 

HEINEKEN Hrvatska / Filip Rabuzin (Marketing Director), Andrea Mišura Žuvela (Group Brand Manager), Nina Gračanin (Brand Manager), Tamara Podnar (Junior Brand Manager)

Bruketa&Žinić&Grey / Ivo Payer (Creative Director), Valentina Bugarin (Account Director), Tanja Pružek Šimpović (Art Director), Vanja Činić (Copywriter), Tomislav Šestak (Designer), Vesna Đurašin (Production Manager), Ana Krstić (Account Executive), Radovan Radičević (Head of Pre-press/DTP)

KaBi tisak (Printing)
Domagoj Kunić (Photographer)

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Recognize the artist? http://bruketa-zinic.com/2018/02/12/recognize-the-artist/ http://bruketa-zinic.com/2018/02/12/recognize-the-artist/#respond Mon, 12 Feb 2018 11:58:29 +0000 http://bruketa-zinic.com/?p=33742/

In the summer of 2017, WWF Adria has received advertising space in the Montenegrin luxury magazine. The agency needed to create an advertisement to raise awareness about WWF Adria through an environmental protection topic, relevant for the area.

Due to the time of the year (summer) and the fact that all magazine readers will soon be staying somewhere in the Adriatic, the main focus of the advertisement was the pollution of the sea. The garbage patch, a floating island of accumulated waste, mostly plastic, which destroys marine flora and fauna, is a big problem for the entire Mediterranean. The garbage patch creates 13 billion dollars of environmental damage yearly, globally.

So the WWF ad shows an expensive painting of the garbage patch, a painting we are sending to the world from the Mediterranean. This painting costs us a lot, and all of us are its authors. This way a locally relevant issue is highlighted and the communication is adjusted to the target audience. Also, WWF has been established as an organization that actively advocates dealing with such and similar problems in this area.

 

WWF Adria / Petra Boić Petrač (Chief Communications Officer), Martina Šubašić (Communications and Corporate Relations Coordinator)

Bruketa&Žinić&Grey / Nikola Žinić (Creative Director), Ivan Pavičić (Senior Copywriter), Sonja Martinović Domitrović (Account Executive), Dragana Ileš (Designer)

 

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Culture is Worth Investing In http://bruketa-zinic.com/2018/02/07/culture-is-worth-investing-in/ http://bruketa-zinic.com/2018/02/07/culture-is-worth-investing-in/#respond Wed, 07 Feb 2018 12:01:18 +0000 http://bruketa-zinic.com/?p=33726/

The assignment was to emphasize the fact that Karlovačko beer uses 100-percent Croatian barley, not the imported one. The idea came about from the fact that barley is a cultured crop, and culture in itself is not often the theme of beer campaigns. So this is a campaign about the only culture Croats enjoy on a daily basis.

The word culture has opened up a broad playing field with the existing phrases that use the word, and the video ads star typical beer consumers in a bit different roles, as good and passionate experts in culture.

The campaign title, Culture is Worth Investing In, bears a double meaning: it speaks of Karlovačko beer as a long-term investor in Croatian barley as a cultured crop, while showing men who have obviously invested in their cultural knowledge and became respected members of society :)

 

HEINEKEN Hrvatska / Filip Rabuzin (Marketing Director), Andrea Mišura Žuvela (Group Brand Manager), Nina Gračanin (Brand Manager), Tamara Podnar (Junior Brand Manager)

Bruketa&Žinić&Grey / Siniša Waldinger, Ivo Payer (Creative Directors), Valentina Bugarin (Account Director), Ivan Tanić (Strategic Planning Director), Tea Silvia Vlahović (Strategic Planner), Vanja Činić and Nikola Slamić (Copywriters), Tanja Pružek Šimpović (Art Director), Ana Krstić (Account Executive), Tomislav Šestak (Designer), Josip Buzov (Junior Strategic Planner)

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ŠUZA – inviting children to play with technology http://bruketa-zinic.com/2018/02/05/suza-inviting-children-to-play-with-technology/ http://bruketa-zinic.com/2018/02/05/suza-inviting-children-to-play-with-technology/#respond Mon, 05 Feb 2018 11:17:04 +0000 http://bruketa-zinic.com/?p=33713/

ŠUZA is the science popularization program of the Faculty of Electrical Engineering and Computing (FER), University of Zagreb.

The Program is intended for primary and secondary education students and their teachers. Through visits to schools, educational workshops for students and teachers and various events at the Faculty their interest in STEM (Science, Technology, Engineering and Mathematics) fields is encouraged.

The visual identity needed to address high school students potentially interested in enrolling FER, as well as children of all ages, and communicate about technology in a visually friendly, straightforward and progressive way. Based on the idea of creativity in computer assisted technologies, the solution plays with and deconstructs the logotype ŠUZA.

Since nowdays the screen is the primary domain of visual identity, we developed a dynamic onscreen identity, with animation as its basic form of appearance. The still frames from the animations provide the static versions of the resulting variable identity. The colors are derived from the recognizable RGB scale and can be used in all combinations.

We also developed the three first seasonal identities for the yearly ŠUZA activities including workshops, lectures, festivals etc., showing how the basic identity can be taken further to produce a vast range of thematic, visually rich seasonal content.

The seasonal identities use digital references and phenomena such as creative glitch or early gaming graphics.

Faculty of Electrical Engineering and Computing, University of Zagreb / Mislav Grgić (Dean, Founder of ŠUZA), Gordan Gledec (Vide Dean, Head of ŠUZA), Marko Delimar (Vice Dean), Tomislav Jagušt, Anamari Nakić, Ana Sović Kržić (Organizing Committee of ŠUZA)

Bruketa&Žinić&Grey / Mirna Ptiček (Art Director), Davor Bruketa (Creative Director), Maša Ivanov (Account Director), Nikola Slamić (Copywriter), Josipa Pipunić (Account Assistant)

Justine Babut, Elena Gugliemotti (Designers)

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Chiavalon Gift Packaging http://bruketa-zinic.com/2018/02/01/chiavalon-gift-packaging/ http://bruketa-zinic.com/2018/02/01/chiavalon-gift-packaging/#respond Thu, 01 Feb 2018 10:24:37 +0000 http://bruketa-zinic.com/?p=33655/

The Chiavalon family, which is among the most awarded extra virgin olive oil producers in Croatia, wanted to communicate the origin of their oils which are produced in Istria. They also wanted to emphasize the tradition, as well as contemporary technology and art put into the production of their oils.

This special gift edition of the Chiavalon Olive Oil packaging is thus inspired with the traditional architecture in Istria, its stone houses, as well as with the arts Istria is known for today – film, music and murals. This packaging design combines the historical and contemporary heritage of Istria.

 

 

Bruketa&Žinić&Grey / Miran Tomičić (Creative Director), Nebojša Cvetković (Art Director), Ivan Pavičić (Senior Copywriter), Martina Ivkić (Account Director), Dubravka Klepac (Account Manager), Sanja Zanki (Account Executive), Vesna Đurašin (Production Manager), Radovan Radičević (Head of Prepress)

Sanja Rotter (Product Designer)

Domagoj Kunić (Photographer, Packaging)

Agostin Iacurci (Author of the mural, photo courtesy of Vodnjan Tourist Office)

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Mix It Up in the German Novum http://bruketa-zinic.com/2018/02/01/mix-it-up-in-the-german-novum/ http://bruketa-zinic.com/2018/02/01/mix-it-up-in-the-german-novum/#respond Thu, 01 Feb 2018 09:33:07 +0000 http://bruketa-zinic.com/?p=33688/

The German magazine Novum has published an article about the project Mix It Up. The agency has created this project for Igepa. Novum is a well-known international monthly magazine for graphic design and marketing communications, it has been published since 1924. The magazine provides a worldview of events in the fields of design, advertising, illustration, photography and new media.

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The news from the world of analytics: web content consumption tracking http://bruketa-zinic.com/2018/01/31/the-news-from-the-world-of-analytics-web-content-consumption-tracking/ http://bruketa-zinic.com/2018/01/31/the-news-from-the-world-of-analytics-web-content-consumption-tracking/#respond Wed, 31 Jan 2018 14:17:39 +0000 http://bruketa-zinic.com/?p=33680/ Written by Robert Petković, Analytics Lead, Bruketa&Žinić&Grey Agency

If you are using Google Tag Manager to send your website data to Google Analytics, for the last couple of months you must have been looking forward to the new features added to Google Tag Manager. If you are not using Google Tag Manager, it is about time you started, and if you have no clue what Google Analytics is, then I believe you have come across this post by chance.

Google Tag Manager has recently introduced a few new types of triggers, which can help us track the activities of website users, which required our use of special instruction sheets before. The interface incorporates the following types of triggers:

  • Element Visibility
  • Scroll Depth
  • YouTube Video

GTM scroll trigger configuration

Figure 1: A list of triggers for scroll depth tracking and the position of new triggers in the Tag Manager interface

How can we use these new triggers? I will give some practical examples for each one of them, hoping they will prompt you to start using them.

Element Visibility

This trigger is fired when some elements we want to track, either by tracking their CSS class or a specific ID of a particular HTML element, appear visible to a user in the visible part of the screen (Viewport). For instance, the moment when “footer” appears on the screen in front of the user, we can trigger an event that will tell us “The user has reached the end of the text.” We can also record when the user sees a banner (when say more than 50% of a banner was displayed to the user), and not only when a banner is delivered to the server.

GTM Element Visibility

Figure 2: An example of a trigger fired every time when more than 10% of the HTML element “footer” becomes visible on the screen:

By using such events, we can get more accurate answers to the following questions:

  •  Did someone read our text to the end?
  •  How much time did they need to read it?
  •  Did the user see the ad or the visual we delivered?
  •  How many ads do individual users see when they read our text?
  •  Do the users leave the page before we show them the newsletter signup form or after that?
  •  …

Not only can we get answers to such questions, but based on such information we can also make the following conclusions, for instance:

  •  Does a banner displayed have any impact later on the sale of a product?
  •  Do the users read the most viewed text to the end or they only read the beginning?
  •  In the last paragraph of the native text, we singled out some brand benefits. Did the readers read that part at all and did that text affect their later interaction with the brand? Did they see the cool widget we implemented?

Such conclusions can help us better plan content modifications on our websites depending on what produces better results for our brand and what our readers better respond to.

Scroll Depth

This trigger is fired when the users start scrolling the web page. In this way we can see whether the users had any interaction with our web page i.e. whether they started to read the text and how much of it they managed to read at all. The trigger reacts to the percentage of page scrolling points, to pixel depth (e.g. “it is triggered when somebody scrolls more than 500 px”), and can also react to horizontal scrolling.

By implementing such trigger, we are able to record or find out the following:

  •  What percentage of the text is read on the average?
  •  Do the visitors from Facebook read only the beginning of the texts or they read more than a half?
  •  Who reads more content, the visitors from Google browser or from our paid campaigns?
  •  Our campaign has attracted a large number of users who lingered on the page for a while. Did they, while so doing, read the text to the end?
  •  Who achieves our web targets better, the users who read the text to the end or those who read only the first half?
  •  How much time does a reader need to read a half of this text?
  •  Do our texts need to be so long/short?

Such information can help us formulate the Content Strategy as in all foregoing cases we obtain specific information generated by real visitors, and not by us. We must not forget that we (as an agency or an advertiser) are too much involved in content creation to be objective enough.

YouTube Video

As you may well suppose, this trigger is fired when somebody starts watching a YouTube video embedded into our website. Moreover, it can not only record whether somebody started a video but it can also capture the following:

  •  Video Start
  •  Video Complete
  •  Pause, Seeking and Buffering
  •  Progress or percentage/time threshold of video viewing

The following figure shows an example of how a trigger is set up:

YouTube tracking GTM trigger

Figure 3: GTM trigger configuration for YouTube

YouTube Video tracking also offers the following variables that can be used to arrive at better conclusions:

  • Video Provider
  • Video Status
  • Video URL
  • Video Title
  • Video Duration
  • Video Current Time
  • Video Percent
  • Video Visible

By using the above-mentioned trigger, you can for instance create an event entitled “YouTube”, and the Action could be something like “Video Start”, “Video End”, “Pause”, “25%”, “50%”, “30 sec” etc., and the Label could be the specific title of the video (from the “Video Title” variable) or the specific URL of the video (the “Video URL” variable). Both variables receive their values from the YouTube service, and thus the “Video Title” variable contains the title of the video featuring on YouTube.

In this way, you can get the answers to the following questions:

  •  Which video is most viewed on our pages?
  •  Which video is mostly viewed to the end?
  •  After how many seconds do the users stop watching a video?
  •  What is the total number of video minutes the users had in the previous period?
  •  Do the users pause our video with a cake recipe and at which spot? Is it convenient to us that they pause the video after so many seconds or at some other spot?
  •  Did the users who viewed the video make any conversion on our website? Which video has more impact on conversions and how? What should our next video be like in order to improve our website conversion rates?

If you have a website with embedded YouTube video content, such information can help you better design the forthcoming video content to be added to the website, to see whether it makes sense to have video content embedded into the website at all, to remove inappropriate video content from the website, etc.

The impact of events on Bounce Rate and how to use it

Given the fact that events have impact on the Bounce Rate metrics, my recommendation is that you should label such events at once as “Non-Interactive”. If you set them up as “Interactive”, the entire website Bounce Rate can easily drop to e.g. 5% and you start toasting because “you have finally managed to design such content strategy to have everyone read the texts”. Seriously, I have heard similar claims several times, and I know from my own experience that Bounce Rate under 20% is not really realistic.

We will all agree that there is however a difference in the level of interaction between the user who visited our website and “ran away” at once, and the one who visited our website, read the text to the end and left shortly after that. Such situations happen to us a lot, especially with users who visit us via social networks (that is why the “Social” channel often has a high Bounce Rate), and Google Analytics in both such cases suggests that there was a Bounce and that Bounce Rate was 100%. I think that it would be better that if somebody reads the text to the end or say more than a half of it, it is not considered a Bounce because the user has willingly had interaction with our text after all.

How can we then use the foregoing triggers to ensure a more accurate Bounce Rate?

The above-mentioned events can be turned into “interactive” so that they have a rightful impact on Bounce Rate in one of the following ways:

  • “Interactive” events are triggered only when somebody scrolled more than 25% or 50% of the page. For instance, the event is not triggered when somebody scrolls 25% but only when they scroll 50%, 60%, 70%, etc. It is possible to trigger a special “non-interactive” event in only such cases when somebody scrolls up to 25%.
  • “Interactive” events are triggered after only 5 or 10 seconds. In this case for a “Non-Interaction Hit” the variable is set up with the initial value of “True”, which becomes “False” only 5 or 10 seconds after the page has loaded. See Figure 4 for the example ;)

Why 5 or 10 seconds that is 25% of the page? Well, any activity performed by the user within 5 seconds or only at the top of the text page can in fact be regarded as a “chance” activity and it cannot be expected that the user clicked or scrolled something triggered by the content seen on the website. Anything more or longer than that can already be an indicator that the visitor had interaction with our content.

But that is not all (no, you are not going to get a set of knives now)! In addition to the above-mentioned, for Event Value I usually put the number of seconds that elapsed after the page has loaded in order to find out if on the average the users reached the middle of the text after 20 seconds or say 60. This information helps me analyse the progress of reading the text on the page so that I can give content authors more accurate information about the time needed by users to read such text.

GTM scroll tracking event tag

Figure 4: An example of setting up an event triggering tag when somebody starts to scroll a page:

If you need technical assistance for setting such events up, do not hesitate to contact me.

 

The objective of digital (performance) marketing is not only to create a need for a product or to gauge how many users have seen the product, but also to detect how our digital activities later affect the sales or the use of a product or a service. The role of a good analyst is to use such information to offer creative people adequate guidelines for the next campaign or version of the creative solution. Without properly measuring the website activities of the users and reaching proper conclusions, we can only assume what impact our textual, graphic or multimedia content has on the user’s opinion about a product or a service, and we all well know that “assumption is the mother of all…” :)

On the other hand, the figures can show us a bitter truth about how our too awesome text or graphics are perhaps not so awesome to the users of a particular brand. A wise creative person who wants to learn and develop will take such information into account when creating the next campaign, whereas “others” will follow their own counsel until purely by accident they discover what makes the users tick.

Anyway, if you know exactly what you are going to do in your next campaign, it means that you are not ready for changes and that somebody else is already better than you. Why? Because they are trying out new opportunities and learning new specific information that will help them be more successful than you in a matter of time.

If you want to be a wise creative person in your line of work, make friends with your analyst ;)

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“Throwback Tunnel” is the best world’s designed exhibition in the opinion of IIDA http://bruketa-zinic.com/2018/01/22/throwback-tunnel-is-the-best-worlds-designed-exhibition-in-the-opinion-of-iida/ http://bruketa-zinic.com/2018/01/22/throwback-tunnel-is-the-best-worlds-designed-exhibition-in-the-opinion-of-iida/#respond Mon, 22 Jan 2018 06:40:50 +0000 http://bruketa-zinic.com/?p=33631/

A team from the Brigada Agency (Bruketa&Žinić&Grey’s sister company) has won the IIDA Global Excellence Award in the category of Showrooms and Exhibition Spaces for their Throwback Tunnel exhibition organised on the occasion of the 133rd anniversary of Croatia Insurance Company Plc. It is an interactive and multi-media exhibition that was put on in the Grič Tunnel in Zagreb in the autumn of 2017.

Together with Brigada, which was in charge of spatial design, the project was also developed and carried out by teams from Adris Group Corporate Communications, Croatia Insurance Company Plc., the Bruketa&Žinić&Grey Agency and Millenium promocija, as well as co-organised by the Zagreb Tourist Board.

The exhibition was staged as time travel through parallel histories of Croatia, Zagreb and Croatia Insurance Company Plc., uniquely incorporating personal and family histories of exhibition visitors. The citizens were able to contribute their family stories to the exhibition, allowing their personal histories to be displayed side by side to historical figures.

This annually held international competition honours outstanding originality and excellence in the creation of international interior design and interior architecture projects. Besides Croatia Insurance Company Plc., the winning projects included the projects designed for investors in China, Taiwan, Japan, Australia and the US.

“We are glad the jury recognized our desire to use the interior design of the exhibition to create an experience the visitors would be able to take along with them, and not merely a “beautiful space”. The cooperation with a truly broad cross-disciplinary team of communication experts and new technologies were a key to the success of this project and I believe that in fact such synergy had contributed to this success in really strong global competition,” said Damjan Geber, Creative Director at Brigada.

“The winners illustrate transformative design while offering pragmatic solutions that meet the needs of the local population and pay homage to local trends and traditions,” said Cheryl S. Durst, IIDA Executive Vice President and CEO.

“The winners showcased the power of design excellence to connect emotionally with users. We were pleased to see a variety of innovative, warm and functional interior design projects from around the world,” said Malcolm Berg, IIDA President and Design Director, on behalf of the jury.

In addition to Malcom Berg, the projects were reviewed by a panel of international design professionals including: Stephanie Cardinal, president, humà design + architecture; Danielle Fox, principal designer, Rodrigo Vargas Design; Johannes Lampela, director of design, Designworks Los Angeles, a BMW Group Company; and Geno Yun, AIA, LEED AP, principal, ELS Architecture and Urban Design.

The IIDA is the International Interior Design Association, and the award was presented to Brigada authors on 20th January in Paris. Moreover, one of the most influential regional portals for the advertising and communications industry – Media Marketing – has recently declared the “Throwback Tunnel” exhibition as the Event of the Year 2017 in the Adriatic region.

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What was happening in 2017 http://bruketa-zinic.com/2018/01/18/what-was-happening-in-2017/ http://bruketa-zinic.com/2018/01/18/what-was-happening-in-2017/#respond Thu, 18 Jan 2018 07:04:06 +0000 http://bruketa-zinic.com/?p=33613/

The most influential communications industry magazine in the region, Media marketing, has published the agency’s annual review today. Read it here.

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