Creative power clarifies a brand's mission.

Technology continues its accelerated evolution. The changing environment surrounding consumers and businesses will likely persist this year. Simultaneously, the mission of advertising creative is also evolving toward integrated solutions—committing to clients' fundamental challenges and aligning with strategy. Meanwhile, technology instantly crosses borders. Advertising festivals see emerging nations winning awards in succession, and the industry's global map has expanded. This series interviews three creators overseeing Dentsu Aegis Network's global regions about creativity in this era of "integration" and "diffusion," and their challenges for 2016. Our second interviewee is a young leader in the advertising world of Hungary, a digitally advanced nation in Eastern Europe. We spoke with Márton Jéldics, Creative Director (CD) at Isobar Hungary.

Fantasy Belongs in Advertising

──Márton, you've distinguished yourself at a young age and are recognized as a rising star CD not only in Eastern Europe but globally. Could you tell us about your background in digital creative and your current role at Isobar Hungary?

My own background is in the arts, where I received a classical education. I've been with Isobar for five years now. I learned digital creative after starting my career and am now fully immersed in it. I don't particularly distinguish between digital or traditional. I simply enjoy using digital tools. I consider myself a typical creator.

I see my role as adding fantasy to advertising work. Since joining, I've focused on creating higher creative standards and environments. Our clients come from across Europe, including global companies.

──Isobar Poland, one of Isobar's Eastern European hubs, is the Isobar Network's technology center with over 300 programmers, right? What's the state of the digital environment in Eastern Europe?

You're right, the Poland office plays a major role in Isobar's development and has grown tremendously fast. Eastern Europe is actually very advanced in the digital space, with many highly successful startups and agencies. I think this is due to a strong focus on training engineers and a deeply rooted entrepreneurial spirit, but above all, everyone just works incredibly hard.

Understand clients and be the brand's advocate

──Even amidst fierce digital business competition, the team led by Mr. Marlton has secured substantial business. How do you perceive and address client challenges in Eastern Europe and Europe?

I always view clients as partners and strive to understand their goals and agendas. Mutual understanding is the key to success. While this holds true anywhere, it's especially crucial in smaller markets like Eastern Europe.

Additionally, we focus on supporting clients in gaining knowledge by providing them with the latest information on innovation and trends, and by conducting regular workshops. These efforts are extremely helpful in moving our work forward.

Creatives can effectively "sell" a brand's message by conveying it compellingly. However, recently, we've also taken on a larger mission: clarifying what a brand's role truly is. We should be the brand's advocate.

──So, what principles do you hold to be true in order to be a "brand advocate"?

We always strive to understand the client's true business goals, which emerge through the briefs they present. If we question the brief's content, we won't blindly proceed with it—even if following it exactly would benefit our company.
Instead, we propose strategies we are confident will actually work and bring them closer to their true goals.

A few years ago, we were asked by a major corporation to handle the launch of their new app. We felt the app, as presented, was clearly headed for failure. So, after thorough research, we submitted not just a communication proposal but also suggestions for improving the app itself.
Unfortunately, our proposal wasn't accepted, and another agency won the account. However, our concerns proved accurate. The client later came back to us. While we missed out on the major launch project, we gained strong trust. They are now one of our top clients.

Making Isobar the "Industry Standard" with Hungary's Strongest Team

──In a way, rejecting the brief and presenting an alternative requires considerable confidence. How do you perceive Isobar Hungary's strengths? What are your strategies to reinforce them?

Our strength lies in our people. We attract the best talent, respect them, and continuously develop them. We now confidently consider our team the strongest in the country. I'm involved in founding and running the Young Hungarian Creatives Association and Portfolio Night Budapest, the industry's largest event. These activities not only foster industry growth but also keep us constantly connected with talented individuals. Furthermore, as part of the Isobar network, our service design and UX (user experience) teams—a source of pride for our network—are also a major strength. The fact that specialists come together and collaborate to develop concepts and the best solutions is, I believe, Isobar's greatest asset.

──Finally, what are your goals for 2016?

As creators, we aim to win at least five Cannes Lions and gain global recognition within the industry. For Isobar, we want to grow into a leading position that sets the industry standard. We're currently working on numerous projects with various Dentsu Group locations, including Japan. You'll see more concrete developments soon. Stay tuned!

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Isobar Hungary Case Study

 

Hungary Telecom "The Cake Test"
https://www.youtube.com/watch?v=nqXknzMRQP0

An experiment where a large cake is shown to several kindergarteners, telling them it's a secret. The message "Life is about sharing" is conveyed through how the secret spreads instantly. The video recorded 500,000 views in two weeks, becoming the most successful online ad in the country.

Hungarian Red Cross "#LIKEF♥RLIFE"

In a country with high heart disease rates, only 10% of people know CPR. Leveraging the double-tap action for Instagram "♥ (likes)," the campaign encouraged double-tapping the video to experience "saving a life."