Ok, the truth is out, there is no “formula”. If there really were a universal formula for getting a “yes”, the burnout rate of the industry would heavily decline. That’s because big-brand approval rarely comes down to one magic line or one brave decision. It’s usually a mix of timing, pressure, politics, budgets, KPIs, internal chemistry and so many other factors that people outside the building almost never see.
So how much freedom does a brand team actually have? When does a smart idea survive the meeting and when does it die somewhere between legal, procurement and “maybe next quarter”? How much risk is a company willing to take when real money, real targets and real reputations are on the table? We’re taking a behind-the-scenes look at how big brands really make marketing decisions with Kristian Buhin (Director of Revenue Management, Marketing and Sales, Maistra), Bruno Krčelić (Director of Corporate Communications and Marketing, ENNA, Member of IAB Croatia) and Daniel Hrupek (Director Marketing, Coca-Cola Adria, Member of IAB Croatia), moderated by Ema Huskić (Marketing Manager, Mastercard Croatia, Member of IAB Croatia).