56 ТВОРЧЕСКИ АГЕНЦИИ | CREATIVE AGENCIES ù на поднасяне. Не можеш да разчиташ само на голямата идея, ако is needed is creative architecture and the way it is served. You can‘t не я подкрепяш по всеки възможен начин. И то със светкавична rely on the big idea alone if you don‘t support it in every possible way. реакция. Все пак телефон с 4K камера може да снима толкова добре, And as lightning-fast as possible. Yet, any phone with a 4K camera can колкото камера за 100 хил. лв. И може да редактира видеото много take pictures as a camera, BGN 100 000 worth. And the video can be по-бързо. И да го пусне също толкова бързо онлайн. Но това не важи edited very quickly. Also to release it just as quickly online. But this за основната реклама. Ако тя не е с добро качество, ако идеята ù does not apply to the main ad. If it is not of good quality, if the idea не е достатъчно добра, хората, към които е насочена, бързо ще се is not good enough, the people to whom it refers, will quickly become разочароват. disappointed. Посланията – прозрачни и Messages - transparent and истински real И това е така, защото светът ни става все по-прозрачен и по- And this is because our world is becoming more transparent and more истински. И както не може постоянно да лъжеш в политиката, real. And just as you can‘t lie in politics all the time, so you can’t do it така е и в рекламата. Думи като „отговорност“ и „устойчивост“ са in advertising as well. Words like ‘responsibility’ and ‘sustainability’ are прекрасни, но бързо губят смисъл, ако наистина не са подкрепени wonderful, but they quickly lose their meaning if they are not really от прагматични действия. Още повече консуматорите рядко правят supported by pragmatic actions. Moreover, consumers rarely make a разлика между бранд, компанията, която го притежава, и мрежата difference between brand, the company it owns and its network of му от партньори и доставчици. За новото поколение рекламите не са partners and suppliers. For the new generation, ads are not enough достатъчни, защото те могат да виждат зад тях. И имат ресурсите да because you can see behind them. And they have the resources to do it. го правят. ADVERTISING IS BUSINESS, NOT ART Angel Iskrev, creative director in Proof What is the role of creative directors in the new era of advertising? What drives their motivation and provokes their creative decisions? A creative director’s main role remains the same: to be more ruling and less creative. To instruct and encourage the team to discover and lock the great idea. Perhaps, in the new era (not of advertising, but of creating content in a quick and easy way), it is very difficult to motivate young people in your team to encounter the importance of industry and stay in it, as this requires a dose of cynicism. Honestly speaking, as a co-owner of the agency, part of my motivation is business, but I think that every good creative director has long understood that advertising is business, not art. Top 5 challenges today‘s creative teams face. How has the role of creative directors changed over the last five years? Par excellence, creative teams work with challenges. Their job is to solve business problems with ideas, so the more, the better. I do not want to get into the clichéd problem, related to budgets, but there is РЕКЛАМАТА Е БИЗНЕС, А НЕ nothing worse than seeing a good idea that was thrown to the ground and stabbed several times due to shortage of funds and execution ИЗКУСТВО talent in our dear country. One of the main challenges for the work of a creative director Ангел Искрев, криейтив директор в proof. nowadays is to ‘stay young’, because trends and niches are literally created with the speed, with which I wrote the word speed, and I write Каква е ролята на креативния директор в новата ера на with ten fingers. For this purpose, mostly young people, born after the рекламата? Какво движи мотивацията му и провокира rule of Zhan Videnov’s cabinet, work for the teams of our agencies (i.e. творческите му решения? those born after 1997 are considered gen z generation, editor’s note). Основната му роля остава една и съща: да бъде повече директор и по-малко криейтив. Да насочва и насърчава екипа си към откриване и How do creative directors interact with clients? What are the