[FIBRA Jury] Radinka Danilov (Ruskin & Hunt): Festivals are equivalent of ancient public squares, for experts to exchange experience, generate creative energy and get to know the market

Radinka Danilov (Executive Director, Ruskin & Hunt) started out as a journalist before heading for agency life, with a clear goal in hermind: make the best to push creative communication itself forward and continuously innovate on its uses for business implementation. 

In her view, festivals are of the essence for the entire creative industry, as they're the only opportunity for live exchange of know-how, energy and inspiration, a crucial part of progress within communication. That's what we plan on happening in a little while, between the 3rd and the 6th of May, at the FIBRA Awards. Radinka Danilov is part of the international jury who'll look over your works. Besides good luck, Radinka asks all festival submitters this:

Make clear, detailed and careful explanation of the campaign/project, so all jury members can understand every part of it. Also, besides the great idea, the results are of significant importance. The idea should be applied with measurable results.

Let's get to know her better below, shall we?

Pentru versiunea in limba romana a interviului, mergeti aici, iar pentru un parcurs profesional detaliat al Radinkai, aici.

Communication as a career path

Deeply believing that communication is one of key business components, equally for companies as well as for individual professional development, I dedicated my carrier to exploring communication.

Through language & literature study I learned the value of words and how important is their immaculate using. Through journalism, I learned the importance and strength of news. Through public relations, I learned the potential and significance of communication in full. The development process was natural and logical.

Objectives: what do you want to achieve?

Communication is the kind of job you simply love or not. If you are lucky enough to understand its power and potential, if you let it guide you while you continuously explore, you are doing your job with passion. This has happened to me.

Enjoying the permanent creative process, in an industry which changes on a daily basis, my goal is clear – to contribute in communication development and to find creative and innovative way for its business implementation. 

During every workday, with our numerous clients, in Ruskin & Hunt integrated communication agency we are very successful in creating communication processes strategically with precise realization and measurable results.

Particularities of the Serbian communication industry

The Communication industry in the Republic of Serbia is very developed, which results with high quality service and a lot of innovative ideas. Struggling market demands fast development and great creativity.

Also, the media market in Serbia is fast-moving and well-structured, which leaves plenty of space for good communication activities.

From the agency point of view, domestic companies have higher level of consciousness about communication potential and introduce this function in organizational structures more and more. Total picture shows a strong, developing industry, with promising opportunities.

Projects you're especially proud of

During years of agency work, I had a lot of opportunities to work on interesting, unique projects. When a client wants to develop an activity that hasn't been performed before, it also means the agency actually never did it before. So, every never before seen project needs high level of expertise and perfect organization in order to be successful.

Among great projects where I gave my contribution, I would like to highlight two which were recognized by colleagues and awarded by the industry,

Both of them are from CSR segment – Guys, Who Drives Home? (Društvo, ko vozi kući?) - HEINEKEN Srbija and Find an Hour for Literature (Nađi uru za literaturu) - Kraft Foods in Croatia.

The projects represent new approaches in CSR, developed in strong cooperation with clients. Both projects included a lot of stakeholders and organizations with partnership roles, which made them stronger and high quality.

The relationship between PR & creativity

The connection between PR and creativity shouldn't be up for discussion. Creativity is a necessity in every aspect of life. So, it is must have gadget in the business, too. I believe that creativity is ability to think and react in different and innovative ways, causing strong emotional effect.

So, in my opinion, creativity is a very nice spice which distinguish you from mediocracy.

Trends in PR in the near future

Integrated communication, strategically established and continued with top executions, I see as the only communication with reliable contributions to a company's business. Besides the fact that integration entails careful synchronization of communication channels with the aim to amplify communication effect, it is the optimal decision which pushes the company’s progress.

Integrated approach effects in two-way communication processes are an efficient and precise sending of the key message which provides expected feedback. The biggest accountability in this process belongs to the person in charge of strategy. So, my focus is directed both on high-level strategy, as well as on careful execution.

Relevance of festivals in the communication industry

Festivals are the only opportunity of professionals to meet and discuss live. As a PR professional with rich experience, I would like to say that live communication provides exchange of energy and emotions on very strong level. It is very important for creatives.

Festivals are equivalent of ancient public squares, for experts to exchange experience, generate creative energy and get to know the market.

The improvement area for all festivals’ participants is exchange of know-how. A true professional is not afraid to say what he did and explain his creative process.

The Romanian communication industry

It is in the very nature of our business that we hold a broader picture. So, I am trying to keep up with the pace.

Very often we are in situation to cooperate with companies which have central marketing/PR office in Romania. Also, I was included in several international projects with colleagues from Romania.

Romanian creativity is well known, and I absolutely adore your campaign Bucharest, not Budapest. This campaign was presented at Serbian festival of creativity Cactus (Kaktus) in 2015.

Being part of the FIBRA Awards jury

I expect an explosion of creativity and great energy! It will not be easy, because I believe that all jury members will be flooded by excellent campaigns.

Advice for those who will submit work

I would like to ask all participants to make clear, detailed and careful explanations of the campaign/project, so all jury members can understand every part of it. It is the base of evaluation process.

Also, besides the great idea, the results are of significant importance. The idea should be applied with measurable results.

I would like to wish all the luck to all participants! Looking forward to see your great creative works!