Bruketa&Žinić&Grey – full service advertising agency The agency is a Brand, Product & Retail Design Hub and Digital Shopper Hub for Grey network Fri, 15 Dec 2017 14:15:23 +0000 en hourly 1 Famous pastry chef Petra Jelenić comes up with a new Sweetmas route for Zagreb Be There mobile app Tue, 05 Dec 2017 11:02:34 +0000

This Advent again the Zagreb Tourist Board has decided to raise spirits of visitors by a new route in the internationally-award-winning mobile app Zagreb Be There. The Sweetmas route includes the localities where you can satisfy your sweet tooth, recommended by the most famous master Croatian pastry chef Petra Jelenić.

To remind you, the app is something like a local insider any visitor could carry in their pockets and use their smart phone to discover lesser known landmarks in the city. In addition to regular routes for the summer and Advent, the app also offers short-term routes, recommended by famous people. Despite being designed chiefly for tourists, it is eagerly used by the citizens of Zagreb alike.

If they make up their minds to use the Sweetmas route, this Advent the tourists will be able to discover the places where they can eat both “traditional” sweets and those with a modern and innovative touch. The route singles out seven sweet spots recommended by Petra Jelenić: pastry shops Cukeraj, Orijent, Time, Medenko, 041, Vis à Vis by Vincek and a “craft” bakery Korica.

“Cukeraj offers a fusion of home-made and rustic cakes, and I have eaten one of the most delicious hazelnut cakes over there,” says Petra Jelenić, adding: “I admire Orient’s tradition, innovativeness and perseverance, as they are one of the oldest pastry shops in Zagreb. The pastry shop Time is hi-tech and offers small master pieces. I’m addicted to their Double Chocolate and linden flower ice-cream, as well as to the toasted sunflower seeds in Medenko. In 041 pastry shop I never know which ice-cream to taste first, but commonly end up with raspberry. The pastry shop Vis à Vis by Vincek is the only place offering sweets adapted to people with special dietary regimes, and Korica is a bakery that makes bread with autochthonous ingredients in a traditional way.”

Besides the Sweetmas route, the app offers a refreshed traditional Zagreb Advent route. This year, together with Zrinjevac, Fuliranje (Fooling Around), the Ice Park and Štros (Strossmayer Promenade), it includes the Grič Tunnel and the Upper Town as well.

The app is game-based, and the visitors who take the entire route and log in on each spot of the route using hashtag #BeThereZagreb, are eligible for awards. The app is free and available for Android and iPhone devices, but can also be downloaded from the microsite The app designed by the Bruketa&Žinić&Grey Agency in cooperation with the Zagreb Tourist Board won the international award for the best digital tourist promotion in Europe at the Tourism & Strategy Festival in Paris in 2015.


Bruketa&Žinić&Grey / Nikola Žinić (Creative Director), Martina Pavić (Creative Director), Andrea Svilokos (Digital Account Manager), Nikola Slamić (Copywriter), Nikola Vukalovic (Senior Designer), Vedran Firkelj (Head of Digital Production), Krešimir Lončar (UX/UI Designer), Igor Bilić (Web Designer), Dubravka Srkulj (PPC Specialist), Robert Petkovic (Analytics Lead)

Zagreb Tourist Board / Martina Bienenfeld (Director), Jasenka Mandžuka (Promotion and Communication Manager), Petra Maršić Buljan (Digital Communication Manager), Nikola Vujović (Digital Communication Specialist), Jelena Anić (Digital Communication Specialist)

Infinum (Production)

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The Capital of Global Nomads Wed, 29 Nov 2017 09:35:29 +0000

A former Soviet republic with nomadic culture, Kazakhstan has transformed itself into an independent and fast developing country rich in natural resources. In the middle of the Great Steppe, merely 20 years ago, Kazakhstan established its new capital Astana (which means “the capital city” in Kazakh), a jaw-dropping city with remarkable, futuristic architecture.

In collaboration with the Zagreb-based Office of Horwath HTL Croatia, working on Astana’s Tourism Development Strategy for the past 7 years, Bruketa&Žinić&Grey have created a new brand strategy for the city.

For the next few decades Kazakhstan has set several ambitious, strategic goals for the development of the country and of Astana as its showcase with the aim of turning Astana into a business, financial and cultural centre of the Eurasian/Central Asian region and positioning it as one of the most innovative cities in the near future.

After an in-depth analysis of the history of Kazakhstan, the agency recognized its inspirational culture coupled with the long and turbulent past. Nevertheless, the preliminary global perception test showed that in spite of being the 9th biggest country in the world, Kazakhstan (and Astana) has almost no perception and no brand value in the international markets.

The agency’s task was to create a brand strategy with the key message that Astana is the youngest capital city in the world and to present Astana as an innovative centre reflecting Kazakhstan’s long and fascinating history.

The brand essence of the Capital of Global Nomads thus sits right on the line between the Kazakh nomadic past and innovative future.

Kazakhstan has a long tradition of the nomadic way of life characterized by generous hospitality, freedom and tolerance. On the flip side, the nomadic lifestyle, virtually completely abandoned in Central Asia, has become a global trend in the Western world.

Globalisation has transformed city dwellers into cosmopolites or global nomads. The concept of global nomads is strongly linked with the notions of travelling and personal growth, job seeking or working in innovative industries appealing to the so-called creative class (entrepreneurs, engineers, physicians, scientists and artists).

With the development of new technologies, more and more people are turning out to be cultural, digital and global nomads. Astana is working on becoming a capital that will provide opportunities for experiencing, working or living to every person who considers himself/herself a global nomad or a citizen of the world.

Bruketa&Žinić&Grey / Davor Bruketa (Creative Director), Ivanka Mabić Gagić (Head of International Business)
Željka Zrnić (Brand Consultant)

Horwath HTL / Siniša Topalović (Head of Tourism Development Strategy), Emanuel Tutek (Strategic Marketing Planner), Andrej Šimatić (Operational Marketing Strategist), Iva Rašica (Consultant), Nika Ružić (Junior Consultant)


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Hope in the German Haptica Magazine Mon, 27 Nov 2017 15:10:53 +0000

Hope, the book created for The Adris Foundation, has been featured in Haptica, German professional magazine. Launched in 2011, the magazine is released twice a year and is focused on tactile marketing. This edition features work for Porsche, Ford, Colgate, Dove, Airberlin, Victorinox.

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Branch Office That Feels Like Home Mon, 27 Nov 2017 10:57:49 +0000

As a part of its entire rebranding process, Croatia osiguranje insurance company needed a new office concept that was created by Brigada. This concept was built around the idea that the branch should feel like a home, emphasizing security and respect. It serves as a place for strengthening the bond with the local community, instead of merely a place for doing business.

This approach for an insurance branch is unique to Croatia, and possibly the world. The idea came after thorough analysis, which included conversations and workshops with employees, managers and board members, and also the local communities.

New branch is now divided into two spatial zones. The Quick Zone is designed as a transactional space, in which a visitor may simply and quickly resolve the basic forms of insurance. The Slow Zone, which is designed to feel like a living room, is intended for individual consultation about other forms of insurance.

All furniture was designed specifically for Croatia osiguranje, with production given exclusively to Croatian manufacturers. In order to unify communication within the space, Brigada created modular walls that can be easily adapted to any room, on which promotional materials can be quickly replaced.

The branches are standardized yet flexible, leaving enough space to adjust to any local demands. Brigada designed five different types of office configurations, depending on size, location, and purpose.



Brigada / Damjan Geber (Creative Director), Ivana Lišnjić (Project Manager), Marina Brletić (Architect), Vlatka Leskovar (Designer), Ana Mažuran Brekalo (Project Manager), Petra Kolarec (Architect), Marko Sančanin (Production Manager)

Croatia osiguranje / Maja Weber (Marketing and Corporate Communications Director for Insurance Strategic Business Unit (Adris group)), Tihomir Vedriš (Independent Marketing Expert), Paola Poljak (Head of Corporate Communications)

Brandoctor (brand strategy) / Anja Bauer Minkara (Senior Brand Consultant), Stipan Rimac (Brand Consultant)

Bruketa&Žinić&Grey (visual identity and communication) / Miran Tomičić (Creative and Art Director), Svjetlana Vukić (Account Director), Tanja Pružek Šimpović (Art Director), Iva Šimunović (Account Executive Senior), Alen Lipuš (Designer), Ivan Čepelak (Copywriter), Vesna Đurašin (Production Manager), Radovan Radičević (Head of DTP/Prepress)
Associates: Damir Bralić (Creative and Art Director), Nikola Đurek (Font Design), Hrvoje Živčić (Lettering and Typography), Tomislav Torjanac (Illustration), Lana Grahek (Design)

Tvin (Furniture)

Domagoj Kunić (Photographer)

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Davor Bruketa in the Algebra MBA e-Leadership Scholarship Jury Fri, 24 Nov 2017 16:01:13 +0000

Davor Bruketa was part of the e-Leadership MBA scholarship finals jury, a competition organized for the second year in a row by the ”International school Algebra” in cooperation with Croatian Telecom. This is a unique MBA program in the region with a prominent digital component.

It is one of four similar programs in Europe, which according to the standards of the European Union and the European Commission adequately educates future digital experts for the need of the market by the year of 2020.

“This kind of program gives students a range of tools which will help them bring their business into the future, it also give them a competitive advantage, added value, global leadership capability and the ability to achieve their maximum by staying in Croatia, without having to emigrate”, said Bruketa, expressing the value of this scholarship competition.

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Fruits in boots Fri, 24 Nov 2017 16:01:11 +0000

The well-known boots from the previous Marica’s Juices packaging got a well-deserved sequel. In the new chapter of this warm family story, lovely boots find their new owners – eco fruit!

Besides their fancy boots, apple, pair, plum and their sweet friends have a character. Each one is different and special and that’s why each packaging is decorated with a different fruit. Fruits in boots are natural, fresh and healthy – just as Marica’s Juices.

Eco fruits want Marica’s Juices to be healthy and juicy. That’s why they give their best and more. They easily begin a conversation with Marica, always have an advice ready and know a joke or two. And they are not sorry to be squeezed. Because they know, when juices are concerned, Marica is never wrong.


Bruketa&Žinić&Grey / Miran Tomičić (Creative Director), Jimbo Bernaus (Art Director and Illustrator)

Vedran Klemens (Illustrator)

This project was launched in 2016


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Ivan Kovačević in the SAP Hybris Day panel Fri, 24 Nov 2017 15:45:55 +0000

Ivan Kovačević, Bruketa&Žinić&Grey and Digital shopper hub Digital Director, was participating in the SAP Hybris Day panel, a conference devoted to digital marketing and e-commerce, held on October 12th in the Kaptol Boutique Cinema Zagreb. The conference was organised by the e-commerce company of the same name and was discussing the key trends and challenges marketing is facing today.

Following the introductory speech by Sonja Popovic, SAP Croatia Director and Global Strategic Marketing Vice President John Wrede kicked of the conference talking about the impact of customer experience on the value of the company and concluded that there is a close link between high-grade CX and the growing value of the company.

This was an introduction to the panel discussion about the impact of marketing technology. Along with Ivan Kovačević, the panel included Nikola Vrdoljak (404), Vanja Šebek (Algebra) and Boris Šurija (Behave), and was moderated by Ana Penović (Jasno i glasno). Kovačević talked about the impact of machine learning, artificial intelligence and other advanced marketing technologies and how these changes affect the industry.

SAP Hybris Commerce established in 1997 is one of the leading e-commerce platforms in the world. In 2015, SAP Hybris held around 15% of the e-commerce market as the world’s leading platform.

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Robert Petković AllWebMK Speaker and AmCham Workshop Moderator Fri, 24 Nov 2017 14:42:16 +0000

Robert Petković, Bruketa&Žinić&Grey Lead Analytics, held a workshop in Skopje on the 16th of November, organized by the American Chamber of Commerce in Macedonia (AmCham). He talked about measuring digital marketing activities.

It was a warm up for his speech at the AllWebMK Conference, held in Drama Theater Skopje the next day. AllWebMK Conference was held fot the sixth time, and is also known as one of the best digital marketing conferences in the Adriatics.

Besides Robert Petković, the list of speakers included Dave Birss, former OgilvyOne, McCann Worldgroup, Poke Creative Director; Jon Burkhart, lecturer and jury member of the South By Southwest Interactive, world’s largest tech festival; Heimo Hammer, founder of Kraftwerk, the largest digital agency in Austria; Peter Szanto, designer for Time Warner, L’Oreal, OTP; Miroslav Varga, proven to be the best Google AdWords certified trainer in the region and others.

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Robert Petković AllWebAL Conference Speaker Wed, 22 Nov 2017 13:06:23 +0000

Robert Petković, Bruketa&Žinić&Grey Lead Analytics, was a speaker at the second edition of AllWebAL digital marketing conference held in Tirana (Albania) in November.

AllWeb Conference is dedicated to digital marketing professionals and was originally launched in 2012 in Skopje (Macedonia). Two years ago its sister conference AllWebAL was launched in Albania, organized with the aim of providing unique experience, quality content, various speakers and sharing marketing knowledge.

“There is no digital marketing, just marketing through different channels”, said Robert presenting the power of Google Analytics to measure sales performance. He also said how it is necessary to observe, analyze and understand cause-and-effect relationships, as well as which channels precede those that lead to change.

Besides Robert Petković, the list of speakers included Paul Papadimitriou, the man who shared the stage with the former president of the US Barak Obama and Apple’s co-founder Steve Wozniak; Anke den Ouden, Microsoft General Manager; Enkelejd Zotaj, Raiffeisen Bank IT Director; Heimo Hammer, founder of Kraftwerk, the largest digital agency in Austria and others.

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Does big data help creativity and how? Wed, 22 Nov 2017 10:00:33 +0000

Photo: Domagoj Kunić

Is marketing industry becoming too dependent on tech companies who own and manage data that fuels our business. Are they taking over our creative as well? Text: Ivan Kovačević, Bruketa&Žinić&Grey Digital Director


Mad Man vs. Math Man

If you Google the term “data killing creative” you will be presented with 2,1 million results on the subject. “Big data” is not that cool a buzzword anymore. Today the challenge lies in cutting through the noise in the data and coming up with meaningful insights, aka small chunks of data that’s been interpreted in a way to help decision making. This will enable us marketers to gain valuable insights about our audience and personalize our message down to the single person. To better understand this topic, we need to look at a few examples that will better illustrate what’s happening in the data vs creativity topic.

Brands are struggling to tell their story to the customers more than ever. This happens primarily because of the noise that’s present in various communication channels. The challenge on how to tell a story and come up with a killer creative is harder than ever. Many industry experts are debating on whether data is the fuel for creativity or the very reason that’s stopping creative juices of marketers flowing.

Content is king, context is God

“Content used to be king, but context is God”, said Gary Vaynerchuk. We must respect the platform we are producing our content for and the way audience uses the platform. The same person is using different social networks for different purposes. If we don’t take this into account whilst developing creative content we are not going to resonate with the audience.

Only a few years back content and advertising teams could still function by a silos principle. Not anymore. The lines between advertising and content marketing are almost non-existent, or at least that’s the way it’s supposed to be. The reasons for this are first and foremost Google and Facebook which are takin a huge chunk of marketing budget. The importance of paid channels and native for distributing content has grown exponentially in the recent years. To succeed in creating killer content and creative we as marketers are obliged to come up with precisely targeted, personalized, channel agnostic stories. That is the only way that will enable our messages to stay relevant to our target audiences.

Despite great technology advancements and data overload a huge amount of audience segmentation these days is still done mostly by demographics and geographic. If you follow a brief that says that your target audience are “Women 35-45 that live in big cities” you basically communicate the same message to your conservative mother of three that who works in your local grocery store and your single woman who spends her days biking, traveling and doesn’t even own a TV. This, sort of traditional approach doesn’t consider one of the most important things that defines every person – personality.


Photo: YouTube

OCEAN of data

Fast forward to 2016 and the key keywords that arise are “Brexit”, “Trump”, that village in Macedonia where local hackers built fake news websites to earn some bucks from Google and Facebook.

Perhaps one of the most interesting stories is the one about controversial Cambridge Analitica and its CEO Alexander Nix. He is not the first person to use Big data and psychographics in marketing but he took most of the credit. The debate has been going on on whether this whole story is fake. Regardless of that the model that’s been used in his research is nothing new.

His company’s main area of expertise is psychographics, understanding of one’s personality. Big idea behind this is the fact that personality drives behaviour and behaviour influences people’s actions – weather is it choosing your telecom provider, beer brand, car or airline. The framework he used is the infamous OCEAN personality model (Openness, Conscientiousness, Agreeableness, Extraversion, and Neuroticism), apparently the cutting edge in experimental psychology. By having hundreds of thousands of Americans undertake his survey his team could form a model that enabled him to predict the personality of every single adult in United States of America.

The idea here is to know which messages are going to appeal to what audiences before we even start thinking about creative process. To accomplish this, we collect countless data points but it all comes down to aggregating various sorts of data, be it demographics data (age, gender, religion…), psychographics (consumer and lifestyle data) and personality or behavioural data. After that all we must do is create a killer creative. More on that later.

Photo: YouTube

Let’s take a step back and look at the bigger picture – Mr Frank Underwood

One of the most interesting fields where new creativity is growing at an exponential rate is the movie and television industry. However, this doesn’t imply we are talking about Hollywood.

John Landgraf, CEO of cable network FX raised a few eyebrows last year by saying “There’s a whole thing going on in Netflix right now and in Silicon Valley saying ‘we’re going to use algorithms to make creative decisions. I say ‘posh.”

Few would agree with Mr. Landgraf. The fact the power in the entertainment industry business is shifting north to the Silicon Valley and it’s all because of clever usage of data. “House of Cards”, “Stranger Things”, “Orange is the New Black” are primarily examples of this trend. Amazon will film up to 12 original movies per year for its platform; Youtube RED will be the place to watch 10 original movies this year. Leading the pack is of course Netflix, the pioneer of this trend which is investing heavily in new original content. What we are seeing here is the overwhelming amount of content being thrown at audiences. But are these shows any good?

If we look at the viewing data and award nominations they are among the best content ever recorded for the big and small screen in this decade. In the 2015. Golden Globe awards Netflix and Amazon received more nominations that the top four broadcast networks combined. Creativity is thriving thanks to data driven companies.

The question being asked is not if Amazon’s and Netflixes of this world are using data to make creative decisions. They are doing it. The question is how and to what extent. The answer is – to great extent. From the birth of the audio and visual media the main source of power was control of how content was created and how it was distrusted. People who could control those two things were in driving seat.

In most of the cases media industry veterans would sit in a room and make predictions on what movies and shows should be greenlighted and how would they appeal to the target demographic. Then the most appropriate slot for screening on a certain network would be chosen. Technology has shifted the source of power from the film and cable shows executives to the tech crowd.

Netflix decided to greenlight shows like Stranger Things and House of Cards not by sheer numbers of possible fans of various components of the future shows, be it an actor, director, theme, subject or something else. They knew precisely who those people were and thus could target and promote content based on their individual characteristic and high probability they would actually like the show.

This leads us to conclusion that today the most important thing to control is audience attention. Attention span is getting shorter and shorter, and to win the attention of the audience we must have relevant data that will help us in shaping the message. The power lies in the hands of the organizations who can gain access to the data that manages people’s attention and the platforms and tools that are collecting and analysing that data. Without it creatives would simple don’t work.


Giving data back to the people

I think we can all agree on the fact that that is the fuel for creative thought. However, that data will soon be much less accessible than it is now, at least in EU. The reason for this is of course privacy issues.

Basically, us Europeans are pissed off at the Americans aka Facebook and Google which have become so powerful by feeding on our data that they now have enough money to influence Washington and they are not afraid to pay huge amount of both legal fees and penalties. More than 90% of Europeans said they want the same data protection rights in the EU, regardless of the fact where their data is processed. This is of course aimed at big tech companies in US. Proposed solution for this problem is the already conservative EU GDPR (General Data Protection Regulation), Europe’s new framework for data protection laws that replaces two decades old data protection directive. GDPR will come into effect in May 2018, too soon for many. This will completely change the way business handle data, how data is collected, stored and handled with. In short, every person will have much more control over how their personal data is used and for what purposes. The idea is to force every organization to manipulate with personal data transparently, whilst being 100% clear why certain personal information is being collected. Organizations will be obliged to gain approval from individuals whose data it is stored.

It’s probably the most important law change in data privacy in two decades. It will put the control of personal information back in the hands of people, at least that’s the idea. This will make it much harder for companies and marketers to manipulate with data and hopefully it won’t cripple the creative process.

I am positive GDPR framework will put an end to at least some part of shady business with data but most of the companies including marketers have not taken it seriously. The ones who didn’t will be very unpleasantly surprised, mostly by pricey fines. On top of this, domestic legislative in EU countries has not been adjusted accordingly and the time is running out. All this will have a significant impact on marketers. If we can’t store data we can’t gain insights on our target audience and their affinities, thus we can’t use data in our creative processes.

Robots as designers

Imagine a scenario from the Cambridge Analitica example where you could target every adult person with a different message based on their personality traits. This would be impossible to do. In comes the Dynamic creative. Simply put it is creative that changes automatically based on information about the user whether it is their location, demography, location, context or something else. We’ve seen a lot of missuses of this kind of creative in the same way as Google’s adds showing up at the inappropriate places.

At last year’s Director’s Showcase at the Cannes Lions Festival of Creativity agency Saatchi & Saatchi applied with an AI-created film. The challenge for them was: Can a film be made by machines move you?” The Film Crew featured AI programs like IBM’s Watson, Microsoft’s Rima, Affectiva facial recognition software, custom neural art technology and EEG data. Under the pseudonym of Anni Mathison they produced the Eclipse, a music video that was a combination of photographs, music and live action. The fact that it’s the AI made movie wasn’t revealed until the very end. Is this the future of creativity or should we, the people, take the control back from AI?



Back to the Future

We live in a world of real time marketing. We do our research, come up with creative solution and launch campaigns. Instead of sitting back and waiting on ratings in few weeks’ time we get real time feedback on our work. Better yet, we have the tools to adjust or even completely change our message on the go. By not taking full advantage of tools like this just because of the fact we are afraid of the unknown, afraid that we are not as important as we once were we as an industry are not going to progress.

No matter how big the data it is still dependent on people. That’s why we must invest in bringing in experts with various analytical backgrounds who will help us make sense of the data. I am a believer that data, big or small, is enhancing creativity. It is not replacing our great creative minds, maybe just hurting some big egos. Data is helping us better understand our audience. It is enabling us to tell a better, more effective, sometimes even great emotional story that will, along with getting our message through, enhance people lives. Isn’t this why we are in all of this for?

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