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In-house Agency (Ljubomir Ristič, Comtrade)

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Ste kdaj razmišljali o tem, da imate v marketingu toliko dela in da pripravljate toliko materialov, da bi lahko imeli enostavno svojo marketinško agencijo? Podjetje Comtrade se je odločilo prav za to in o tem procesu je na tretji B2B konferenci predaval Ljubomir Ristić.

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In-house Agency (Ljubomir Ristič, Comtrade)

  1. 1. 1 A COMTRADE AGENCY Benefits and challenges of working with an in-house agency Ljubomir Ristić, CMO Comtrade Group & creative director CAN
  2. 2. 2 How it started An international advertising award got me a job at relatively small IT company, Comtrade. It was 1997.
  3. 3. 32employees 1company Back then, Comtrade had 1In one country 3200employees 32companies 17In 17 countries Today, Comtrade has In 2019 marketing head-count is 35, more than the whole comany 20 years ago.
  4. 4. CAN is an in-house marketing agency employing 30 creatives from various fields
  5. 5. 5 What they do? Design and production of all marketing materials (digital and printed), production of animated videos, 3D modelling, copywriting, digital marketing, content creation, web design and development, exhibitions, promotions and event organization. We do most of our work for Comtrade Group of companies, but with some fine exceptions like RB companies Mead Johnson Nutrition from USA and Intima from France, and Flor gelato from Italy.
  6. 6. Task by type TOTAL 3 Newsletter 735 5 Packaging 54 6 PPTs 82 8 Print bussiness card 638 10 Print brochure 97 12 Print instruction manual 278 13 Print flyer 410 14 Print roll-up/bilboard/poster/booth 254 15 Promotions w branding 66 16 Visual identity 71 17 Web banner 2033 18 Web page 151 19 Web site 16 4885 20 Video editing 130 21 Promotional videos and animations 101 22 3D renderings 373 23 Photo shootings 561 24 Architectural design w animations 10 1165 26 Modifications of existing sites 389 27 Web application design 63 28 Web page design 118 29 Web site from scratch 10 30 Content (copy) additions 85 665 6715 TOTAL DESIGN TOTAL VIDEO TOTAL WEB TEAM TOTAL In-house vs External agency? Only in-house team can handle complex tasks with short deadlines. 2018 statistics
  7. 7. Blast from the past
  8. 8. 8
  9. 9. 9
  10. 10. 10 Comtrade Company Profile 2003
  11. 11. 11 Comtrade BiH 2005
  12. 12. 12 International Film Festival 2005
  13. 13. Print ads for Societe Generale bank
  14. 14. Present day
  15. 15. Comtrade Green Initiative
  16. 16. 23 CLICK Computer peripherals Identity, packaging (3D visualization)
  17. 17. 24 CLICK Computer peripherals Identity, packaging (photo)
  18. 18. 25 HOME ELECTRONICS Identity, packaging (3D visualization)
  19. 19. 26 TESLA Consumer electronics Identity, packaging (photo)
  20. 20. 27 GO PRO Adaptation of print materials for 9 countries
  21. 21. Identity for European Athletics Indoor Championships
  22. 22. 29 MEAD JOHNSON NUTRITION Geneva 2018 Trade show concept, design, production
  23. 23. 30 COMTRADE Gaming platforms London 2017 Trade show concept, design, production
  24. 24. 31
  25. 25. 32 Pros • Speed, speed, speed – if you really need something now, you have it now • Short time-to-market for even the most complex projects • Excellent creative control – you know your people very well and you know what they are capable of • If you pick your team carefully they become brothers in arms and as such deliver sometimes imposible and often wonderful things
  26. 26. 33 Cons • Cost of having a big team is, well, big • Creative people tend to get bored easily with repetitive tasks – you need to keep them intrigued • You need to be ready for managing creatives; their sensitivity is quite special • You need to know where to find them and how to attract them – HR for creatives is sometimes difficult
  27. 27. Thank you

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