Noise is the only way to be heard in the company of a spectacle!

Kathy Zaharijev, Art Director of the Friday agency, speaks specifically for the Marketing Network about what was the inspiration for last year’s, and what this year’s fourth edition of the Adbook publication brings.

Why did your agency support the Adbook publication last year and what was the inspiration for the visual solution?
Adbook was one of the first briefings we received after the founding of Friday and for that reason it is especially dear to us. The topic of the publication was the purpose, which immediately interested us because we wanted to tell the topic in a different way and thus give our contribution to the Marketing Network. Another reason was to draw attention to Friday, a new, super cool agency opened in Belgrade.

With the Adbook concept, we tried to re-examine all stereotypes and prejudices from the advertising industry. Using irony as a tool, we asked famous questions: who is the more important manager or creative, agency or client, who is just the screw in the system, and who has the power to decide? We asked ourselves if the purpose really comes only from the top, but we soon concluded that it is just another statement that makes you laugh. The visual solution follows the concept and supports its rebellious side. I sought inspiration in some Dadaist works.

You won the UEPS award for the design of last year’s Adbook. How important is this recognition for you and what do you say to the market?
It is especially important to us that we were awarded for the first joint project, for a campaign we believe in, which we think is smart and witty, and at the same time follows our value system. I think we immediately made it known that we are not an agency that only gives answers but also asks questions. In addition, this award proves to us that you can always find space to be creative. At first glance, some topics and formats may not sound like briefings in which you will be the most original, but we try to be innovative in everything, even everyday things, and not to neglect their importance. Through each format, some influence on society can be exerted, so it should not be lost sight of.

This year, the agency Friday is working on the visual solution of the fourth edition of the Adbook publication. What can we expect?
Yes, I must admit that there is a fear of repeating the success of last year’s edition, but we are trying to justify the trust shown. This year’s Adbook tells the story of the region’s creativity and creativity. In that phrase, we found the strength and synergy of people coming from the region as the most important topic. Together, we can make talented people and good campaigns from the region heard far and wide. Together we have the opportunity to be louder. Noise came out of that story as a creative virgin, so expect the loudest edition of Adbookka so far this year.

Why will this be the noisiest Adbook so far?
The noise we have come across is not a noise that bothers us, but a noise that we all respect and use as a means to say something important. Noise, because it is the only way to hear us in this constant struggle for attention and in the company of the spectacle. We played with the noise motif both verbally and visually, so don’t be surprised if our pages scream, scream, or hear thunderous applause. In the language of noise, they loudly say that as a collective we can do more, move mountains together. From that noise, everyone chooses what they will hear, I personally hear that there is no more sitting and waiting, but that something must be done.

Why should colleagues from companies and agencies get involved in this issue?
In order to send the best picture of our region to the world, we must all be a part of that noise, as one. To be as sharp as cacti on all fronts, as loud as lions, to hit drums hard, to develop campaigns of epic proportions… This edition of Adbooka celebrates the strength of our regional creativity, and everyone who feels part of that noise should and deserves to join this edition.

Source: Marketing Mreža by

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