A look at the contemporary advertising from some of the most famous world creatives
What do advertising, innovation and creativity have in common? An uncertain, but exciting future. Shameless, sexy, below the knees. The discussion could turn into a physical encounter any moment.
How do you „do” innovation? How can copying make you more original? Is digital collaboration the death of idea ownership? How are the porn industry, black market and bitcoins changing online culture today? What does the industry need to do today (not tomorrow) to stay valuable and relevant? Some of the most famous creative directors and agency owners in the world today will try to answer these and many other questions in the book „Hacker Maker Teacher Thief; Advertising’s Next Generation“.
The book represents a collection of 31 essays from leading world creatives that cover themes such as advertising, creativity, the culture of education, innovation and future. Among the essayists are Anders Gustafsson (TBWA Media Arts Lab), Anders Sjostedt (Hyper Island), Patrick Collister (Google Zoo NACE), Erkki Izarra (Portfolio Marketability & Propositions, Microsoft), Laura Jordan ( Bambach Mr President / President D&AD), Marc Lewis (School of Communication Arts) and many others. The curiosity is that only two creative directors from Southeastern Europe are among essayists, Jana Savić Rastovac and Vladimir Ćosić, both creative directors at agency “McCann Belgrade”.
“It is a great pleasure, privilege and excitement to participate in such a huge project. What I wanted to point out in the company of authors who acquire excellence, is what we have to offer to the world’s communication market from this part of the planet. Something totally new and unique: brave creativity released from the burden of big budgets.“ says Jana Savić Rastovac, creative director at agency “McCann Belgrade” and one of the essayists in the book.
On the book promotion, apart from Jana Savić Rastovac and Vladimira Ćosića from the agency „McCann Belgrade“, the participants in the panel discussions were Boris Miljković, creative director of RTS, Zoran Ćirjaković, journalist and professor at the Faculty of Media and Communication and Veljko Golubović, creative director at the agency „Saatchi and Saatchi Belgrade“. Panel discussion moderator was Hana Adović, founder and CEO of the agency „Suga.Suga“.
They said about the book:
“A punchy, provocative and perceptive trip through some of the bigger debates of the moment, from a gang of the most pioneering creative minds in and around the industry. As a collection, it’s like an idea grenade. It should be required reading for agency CEOs and leadership teams.”
Ben Malbon, Marketing Director, Creative Partnerships, Google
“Forget the past, the future is where it’s at – and this is your guide book.”
Rosie Arnold, Deputy Executive Creative Director, BBH London
“Less of a book and more of a lively debate. So rather than read it, ‘listen to it’ and get stuck in. It’ll make you want to ask questions, nod vigorously and heckle from the back.”
Graham Fink, CCO, Ogilvy ChinaThe book
“Hacker Maker Teacher Thief; Advertising’s Next Generation“ was presented in the Cultural Center „Parobrod“.