We spoke with the team from Imago Ogilvy about the innovative changes in its organizational structure. With us were CEO Damir Ciglar and members of the newly appointed Executive Hub: Darko Bosnar, chief executive creative director; Dina Dretvić, head of creative strategy & co-executive director, and Nela Fegić Moguljak, head of digital & co-executive director.
Damir, how did the decision to introduce the Executive Hub come about and how does it fit into Imago Ogilvy’s vision?
Ciglar: – Since its founding in ’92, Imago has been an agency that has continuously led organizational and process moves: the first with an internal design and production department, the first with process software, the first team organization, the first four-day work week… We are constantly thinking of ways to improve various segments of the business, and thus we recognized the need for a more agile and dynamic decision-making process. And voilà, the Executive Hub was born, allowing us to leverage the collective knowledge and experience of three different experts who are eager to improve the way things are done both internally and towards clients.
Darko, what will your responsibilities be within the Executive Hub?
Bosnar: – Everyone who knows me knows that I really love advertising and enjoy every aspect of creating an idea – from conception to craft. My desire is to transfer some of that energy and passion primarily to our creatives and to enhance the way we create ideas so that we continuously produce innovative and impactful campaigns that deliver results. And the three of us, in the Hub role, want to further nurture that culture of creativity and seek new opportunities to push the boundaries of what is possible in the advertising industry.
Dina, how will your role shape the strategic direction of the agency and foster innovation?
Dretvić: – I have been at Imago for almost 15 years and have always been known as a strategist attracted to creativity. This dual role has proven beneficial as I have worked more frequently and closely with people from all departments. Because of this, I have gained a broader perspective, not only in the context of working on projects and clients but also in understanding the specifics of internal dynamics and work processes. Through this new role, I want to leverage that experience and work with Darko and Nela to improve not only the projects but also the way people think and work, all with the goal that Imago employees go home (for a beer;) – satisfied at the end of the day.
