🎙️ Welcome to the Brand Matters Podcast, where we delve into the world of creating strong and meaningful brands. In today's episode, we have the pleasure of hosting Davor Bruketa, the owner and founder of Bruketa & Žinič & Gray agency, known for their creativity and innovation. We'll explore the secrets behind their success and how they navigate the evolving landscape of the creative business.

Davor takes us on a journey through the agency's humble beginnings as a design studio with ambitions to become cool designers. Along the way, they discovered the world of advertising and realized the power it holds in terms of economic and cultural influence. Their passion for branding led them to partner with skilled individuals and develop their expertise over the years, resulting in numerous accolades and recognition in the industry.

The conversation touches upon the recent rise of generative AI and its impact on the creative process. Davor shares his experience working with AI in designing a brand character and how it surprisingly outperformed the work of four illustrators. He explores the potential of generative AI as a research and analysis tool that provides a solid foundation for even more remarkable and unique creations.

While discussing the role of generative AI, Davor emphasizes the importance of collaboration between humans and AI, where AI accelerates idea generation for creative professionals to build upon. However, he also acknowledges the rapid pace of AI development, raising questions about potential threats to smaller creative agencies, freelancers, and design studios. Davor believes that adaptation is key, as new technologies always bring changes, and those who embrace learning and evolve with the times will always find opportunities.

The conversation dives into the agency's approach to nurturing talent and fostering a people-driven environment. Davor highlights the significance of finding individuals who resonate with the agency's vision, creating a chemistry akin to a love affair. He discusses the balance between work and personal life and how some team members genuinely live and find self-actualization in the creative business, fueled by the impact they make on multiple levels.

Client relationships also take the spotlight, and Davor emphasizes the importance of understanding and empathizing with clients' needs. He shares insights on the collaborative nature of the agency-client dynamic, where genuine communication and team play lead to successful outcomes. Davor acknowledges that misunderstandings can occur but underscores the power of empathy in building stronger relationships.

The podcast wraps up by discussing the measurement of creativity. Davor reveals an eye-opening approach used during their work with Coca-Cola Europe, where they tested concepts by creating Instagram ads. The sincere reactions received from real users clicking on these ads proved invaluable in determining the viability and effectiveness of ideas. Davor's openness to testing and understanding audience reactions challenges the notion of relying solely on subjective professional opinions.

Join us in this engaging conversation as we unravel the secrets of building successful brands and navigate the evolving landscape of the creative business. Tune in to the Brand Matters Podcast for valuable insights and inspiration from industry experts like Davor Bruketa.