Croatians Greet New Ideas with Reserved Acceptance
Grey Group advertising agency was established in 1917 in New York. Today Grey has offices in 96 countries around the world and more than 6,500 employees.
By Marta Duić, Poslovni.hr | September 1, 2015
The Grey Zagreb office, opened in 1997, has recently undergone leadership changes and adopted the idea of an ‘Open’ culture – working in an open environment without offices and without hierarchy. Nikola Bubanj, Regional Director of Grey Adriatics & Balkans, also has the role of Managing Director at Grey Zagreb which currently has 30 employees. Regionally, he also supervises over 160 people working for Grey.
"We are multiple offices working in different countries, but in fact we work as one agency in various locations with a joint mission of delivering unique and effective solutions for our clients. We have a digital crowdsourcing platform where all our creative experts, strategic planners and digital experts actively participate in the creative process. This is how we are able provide direct access to the best people and teams within Grey to our local and regional clients", Nikola Bubanj explains.
At Grey Zagreb the emphasis is on people and what they bring to the business. With the new open office space concept they are trying to draw innovation from people in a different way. "Although there isn’t much hierarchy in our team, that does not mean it doesn’t exist; everyone knows their job description and what is expected of them, but we are not a classic agency. Our people are great at what they do, our clients are happy and satisfied and we are all more motivated”, says Bubanj.
The concept of an Open culture that Grey Zagreb has recently adopted first started two years ago in other Grey offices around the world. It has turned out to be a very effective and positive strategy that promotes collaboration between different teams within the agency.
"Young people who are part of our team enjoy working here. We give them something that motivates them. We give them a chance to learn and work with colleagues from Grey offices abroad, sharing with them the whole dynamic of our rapidly changing business.” says Bubanj.
The agency’s focus remains on digital, shopper, branded content, various data & analytics platforms and of course the media where, according to Bubanj, Grey holds a leading position in the region. This year Grey received 113 awards at Cannes, was ranked as the third best global agency network and the Grey New York office was placed as the second best agency in the world.
Zagreb’s ideas cover a large scope of interest from the memorable Darinka and Ante campaign for Tomato to the new campaign for Erste Bank with Milo Hrnic.
“We maintain a high quality of fresh and interesting ideas through the extremely talented and motivated people we employ. Our Open ethos helps them to achieve excellence by encouraging greater transparency, variety of knowledge and sharing of information. Their productivity and job satisfaction has increased which, at the end of the day, is the most important thing for us. Our employees are not only individually remarkable but when we work together we are brilliant. We create ‘Long’ ideas. Ideas that have the ability to start small and grow to live a full and long life across all channels”, says Bubanj.
The Fear of the Unknown
Local clients are not as willing to try unusual ideas as they are in some other countries. Bubanj notes that in Croatia it’s more difficult to sell unusual ideas to clients. They are more reserved, always thinking within the boundaries of their brand and the possible consequences of a crisis. They don’t easily venture into the unknown.
"Grey offers a blend of experience and industry knowledge which is how we create successful campaigns for our clients. The strength of our network is our main advantage. We are not just a Croatian agency, but a global agency with an office in Zagreb. We are able connect people and create unique teams that solve specific tasks for clients." concludes Bubanj.
Sep 1, 2015