How do you feel about Golden Drum Festival? What do you especially like about the brand, event and the general atmosphere in Portorož?
I love Golden Drum and Portoroz-Piran! I always have. From my first attendance, when I was applauding the inspiring work in the audience (not even having one entry 13 years ago), to my own gold on the stage. From Gasthaus Ribic to Pri Mari to Pavel 2. From the national parties to hard-to-get-up-morning seminars. From dusk till down.
What are the 3 things you would wish to see or experience at the Golden Drum Festival in 3-5 years from today?
Pecha kucha style presentations on stage.
A Jony Ive seminar.
A David Droga workshop.
What are 3 things you wish to see happen in the creative advertising industry in 3, 5 or 10 years from today?
I would like to see more people treated like citizens and less like consumers.
More acts and fewer ads.
More content created by advertising people and zero creative work decided in focus groups.
In 10, 5, 3.
How do you see New Europe as a creative community? What would you wish to keep and what to change?
The creative community in the New Europe has a particular ingenuity I would like to see preserved and not overcome by cynicism.
I would change (if I could) the way our marketing partners take decisions in this part of the world – I would forbid focus groups as a form of research and I would introduce the power of one professional-in-charge responsibility as opposed to countless layers of decision making.
On a more personal note: Who were/are your idols? Who did/do you want to learn from? Did you have any mentors, teachers on the job that you would like to point out (and also thank)?
I don’t know about idols, but about mentors. As a copywriter I was a big fan of Neil French (his ads for Chivas Regal or the campaign for God are still serving me as references). I’ve had the chance to keep a correspondence with him and we even enjoyed great wine together. Fascinating character. Then, Olivier Altmann, Eric Vervroegen and Mark Tutssel shaped a better creative director out of me. I would like to thank them all.
Childhood dreams? What did you want to be, to achieve before you’ve decided on your career? Did you ever get to realise your dreams? How come?
I started by wanting to become a soldier. Then a pilot. As you do when you’re six. Then an actor, of course. Finished a math & physics high school thinking I’m going to be a scientist, just to enrol in the Law Faculty afterwards. Thought about getting my sommelier diploma.
Gave up a lawyer career to become a copywriter. It felt like living my dreams, as I had the chance to be all those things I wanted before. Loving it ever since.