AmCham Talents: 20 Rules for Great Creative Work

With a career spanning more than 25 years, Luka Duboković has built his expertise through work on numerous campaigns for leading local and international brands such as Zagrebačka pivovara, IKEA, A1, HT, Podravka, Erste Bank, Coca-Cola, Atlantic, and many others. During his lecture, he shared valuable insights into the process of creating creative marketing campaigns, emphasizing the importance of strategic thinking, understanding consumers, and perseverance in the advertising business.

In his engaging and dynamic presentation, Duboković illustrated, through real-life examples, how ideas are conceived, developed, and transformed into effective communication campaigns. He particularly highlighted the importance of building emotional connections with the audience and maintaining brand consistency across different communication channels.

Participants also had the opportunity to learn about the role of creativity in business - how to balance innovation with business objectives, and how to create a campaign that not only wins awards but also delivers measurable results. Luka shared thought-provoking insights into the evolution of advertising, the impact of digital platforms, and the shifts in consumer behavior that shape today’s marketing strategies.

The lecture was both inspiring and educational, offering participants concrete insights into the world of creative work, strategic planning, and brand communication.