Nikolina Popovic

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NIKOLINA POPOVIC

 


CREATIVE DIRECTOR

 

 


HAVAS ADRIATIC

 


SERBIA

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 NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.

The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round.

2018 Grand Jury member Nikolina Popovic currently is a lecturer at Istituto Europeo di Design (IED) in Milan and founder of Brain Propaganda, the agency who uses principles and tools of neuroscience in advertising.   She has built her career at some of the biggest networks, including Ogilvy, Saatchi&Saatchi, Leo Burnett, Grey and most recently as a creative director at Havas. 

Nikolina has been exposed to diverse cultures throughout her career - form China, Italy, Slovakia, to Ethiopia to the Horn of Africa and then Qatar. 

Nikolina’s creative work has received accolades at numerous awards shows including SAPPI-IDEAS THAT MATTER in South Africa, the MENA Cristal, the Dubai Lynx and LIAF.

On Judging:

New York Festivals: Why judge…and how do you find the time?

Nikolina Popovic: Passion. And curiosity. When I used to watch the winning campaigns after the big festivals, I would always wonder what was left behind the lowered curtain. How are the works that did not pass the selection and why and how much the subjective taste matters? It's true that good work always gets recognition, but it's also true that some great ideas stay in the dark for one reason or another. As a jury, it is fantastic to have an access into the entire spectrum of ideas. And there is always time for such an inspiring task.

New York Festivals: What are your personal criteria for choosing award-winning work? 

Nikolina Popovic: There are unique criteria for each campaign or work: it should be effective, innovative, unexpected. But to this I would add one of my personal criteria - the campaign should attract me in the first 5-10 seconds. Whether it's TVC, case study or print, first impression is decisive.

On Advertising: 

New York Festivals: In 3 words or less, what do you think about 6 second commercials?

Nikolina Popovic: Hope will survive. 

New York Festivals: What philosophy drives your career? 

Nikolina Popovic: Passion and hard work will never leave you without results. 

On Life:

New York Festivals: Who’s a creative icon that inspires you? 

Nikolina Popovic: Stefan Sagmeister. His timeless work and his different way of looking at things never leaves me indifferent. 

New York Festivals: Favorite travel destination?

Nikolina Popovic: The one that I’ve never seen.