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Vrijeme je da zaživi ideja o humanijem oglašavanju

Omco with an average growth of 333 percent in the last five years, best results were recorded by Mana Moda, Zagrebački holding and Bilokalnik-IPA.

In total, 21 counties recorded 8.92 billion euro of value added i.e. a 15.6 percent less than in 2008. Productivity was decreased by ten percent compared to a year before, export slowed down by 17 percent, and the number of employees lowered to 311,448 i.e. seven percent less. According to last year operating results, 63.7 percent of best 500 companies located their headquarters in Zagreb, a share equal to those in 2008. Novelty among top five counties is a climb of Istria county to a second position on the representation list (company share of 5.6 percent), while Primorje-Gorski kotar county is currently ranked third despite having eight companies more among the best ranked than in 2008 (70 companies). Istria county, represented by 59 companies, is the first in terms of productivity (34.113 euro), followed by the city of Zagreb with 485 companies recording average productivity of 33.690 euro. Only here is Zagreb ranked second. In terms of all other criteria (revenue, profit, export, employees), this county is leading. Value added of Zagreb companies amounts to 5.68 billion euro, followed by Istria county with 500 million euro of value added. On the other hand, Dubrovnik-Neretva county recorded a significant decrease. Once ranked eighth, it is now 16th with a share lower than one percent (earlier 2.1 percent), six companies less than in 2008, but with a 14 percent higher recorded income. Companies having their head offices in Zagreb participate in total 500 best income with 67.6 percent. They recorded an average profit of 4.46 million euro. They are followed by Istria county with an average profit per company of 4.02 million euro and Primorje-Gorski kotar county with almost twice as lower profit per company in the amount of 2.32 million euro. The city of Zagreb is responsible for almost half the exports, employing 168,655 workers i.e. 54 percent of all employed in best 500 companies. Second largest employer is Primorje-Gorski kotar county, followed by Split-Dalmatia county.

In terms of value added across sectors, the largest share is held by business banks (13.3 percent). They are followed by the construction sector with 7.1 percent and retail with 6.8 percent overtaking telecommunication sector in 2009 and pushing it down to the fourth position. Among best 500 companies, over 40 percent operates in two sectors – construction and retail, which also employ the biggest number of workers. There are over 35 thousand people employed in a hundred retail companies, and 28 thousand in construction. Third largest employer is a food processing sector, which is also the third exporter. Although the problem of shipbuilding i.e. losses recorded in this sector as well as the amount of granted state guarantees and subsidies, has been discussed for years, 22 companies from this very industrial branch have been largest exporters. In 2009 these companies overtook food processing industry, exporting goods in the value of 428 billion euro. Ranked second is the oil, oil derivatives and gas sector with its exporting income of 403.4 billion euro. The most productive sector is tobacco and tobacco products represented by two companies thus replacing financial mediation as first, while security services were again the most unproductive sector, as in the year before. Second ranking sector in terms of profit is telecommunications, followed by retail. Lowest profit is recorded by veterinary sector, preparatory works in construction and air transport. Despite crisis, some sectors kept their rankings last year – such as clothing and footwear, while the water transport, energy, pharmacy and agriculture recorded a drop.

On the other hand, financial mediation, land transport, post and delivery all improved their rankings, the last recorded the highest upward trend – from 52 in 2008 to 13 last year. The reason for this major growth of value added in this sector is the climb of its, not so long ago only sector representative, DHL International by 125 places, while Croatian Post ensured its position among the best owing to its last year results. Considering average, if a company wishes to be ranked among the best in Croatia, it must record 15.520 million euro of value added, with a productivity of 30 thousand euro, income in the amount of 71.2 million euro and 5.73 million euro in profits. On average, this company should employ 516 workers, export 8.85 million euro i.e. 13 percent of its income comes from foreign markets. Such were parameters in 2009. In view of further crisis, total slowdown and uncertainty, operating results in 2010 might prove even more unfavourable for most companies, which shall make the criteria for entering top 500 even stricter and less achievable.

Nadalje, zašto bi poruka koja potiče ljude da igraju lutriju nužno bila usmjeren na materijalnim stvarima u vidu stupnih svjedočenja o kupnji crvenoga sportskog automobila i vile s plastičnom stolarijom, čiju će im kupnju omogućiti dobitak na lotu? Jedna američka lutrija u TV spotu prikazuje paraglajdere koji vežu ptice koje ne mogu same letjeti s njima i doživjeti taj osjećaj. Nije li njezina poruka ‘Čiji ćeš život ti promijeniti’ ljepša i humanija?

Naš posao može biti ljepši, plemenitiji i bolji. A promjene počinju od nas. Ovaj je članak doprinos nas dvojice u tom smislu. Poručujemo svim ljudima u industriji oglašavanja da razmisle o tome što poručuju Ljudima kojima su namijenili svoj proizvod ili uslugu. Nisu Ljudi glupi, samo ih ne zanimaju glupe poruke. Ako ne mislite tako, barem zajedno maštajmo da je to istina. Jedino tako će, uz pozitivan duh, naša razmišljanja jednom zaživjeti u nekoj ljepšoj poruci. Naravno, naš tekst neće ništa promijeniti. Za svega nekoliko minuta nastavit ćemo smišljati reklame jer to najbolje znamo raditi i iskreno volimo taj posao. No za početak dovoljno je da ideja o humanijem oglašavanju zaživi u svijesti Ljudi koji ga stvaraju. Zar ne?