MARKET²
Decade and a half after the tectonic geopolitical watershed that created the new image of the european continent, Serbia is making the first tentative steps in transitional processes weighed down by ghosts of the past, unpaid bills, mistakes unacounted for and a pathological fear of discarding its obsolete model of national/cultural identity.
Serbia finds itself today in constant stop&go mode in regard to its search for and efficient way to resole many problems whether they be inherited or newly created, often excarbated by stumbling blindly through a lack of clear and professionaly defined developement strategy.
In an attempt to create a meaningful and efficient strategy of repositioning our state on a global and regional level DESIGN can be a powerful tool and departure point because of its all pervasisve presence in contemporary life. A start should be made by improving the internal esthetic of the society moving onwards and outwards to an international front.
Design is a process, function, strategy a synthesis of form. It shapes our way of thinkng about space, creates a feeling of well being, happiness, health and wholesomeness; it wakes our creativity and imagination, improves self respect and a sense of belonging; it makes us curious or retro or chic by choice...
Having an awareness of the importance of design in the production and placement of creative business ideas as the essence of new image for Serbia, leaders of the world's largest advertising network with local representation, main players of the local independent design studios; communication agencies and designers with protfolios of proven track record for largest international accounts will attempt to provide and answer to Serbia's place on the map of global market communication.
Latest topics of market communication, advertising and implementation of contemporary bussiness techniques in different industries will be approached through stand up presentations and panel discussions. Experts with varied background from government sector, local business and market leaders will address the issue of creative design in producing winning business startegies-the cause and effect relationship of planning, designing , advertising and execution of business concepts and products which deliver extraordinary economic results.
A network of dynamic young creative directors and business establishment should lead towards re:design and re:positioning of Serbia on the world map. Professional management of insync processes which adress the global market in a universal language of design while carrying an authentic flavor of their point of origin, can help Serbia conquer the path to this market.
Made in Serbia will remain a designation without appeal and allure unless international standards of creative strategies, serious investment and successful business methodology are applied with the aim of creating well designed products capable of taking well established international brands on their own.
Re: affirmation of national identity can be used as an answer to the globalization as it creates a chance to affirm little known cultures in the international market. The determining factor distinguishing the product originating from such places from the mass produced ones is specifically design and business strategy created under GLOCAL standard, incorporating local know-how, talent and sensibility with accepted standards of business practice and performance in large markets. Only through such approach Serbia can reach it’s new and desired high recognizability profile.