VAŠ PRIMERAK - YOUR COPY TO KEEP
POSTCARDS FROM BELGRADE RAZ GLED NICE IZ BEO GRA DA BEG OD STVARNOSTI / ESCAPE FROM REALITY • AVANTURA I KULTURA / ADVENTURE&CULTURE • LE SAVOIR VIVRE • MALI ODMOR / MINI BREAK • GASTRO VIKEND / CULINARY WEEKEND
Dragi putnici, Kada smo pre tačno godinu dana obeležavali jubilarnu, petu go- dišnjicu od kada kompanija posluje pod imenom Er Srbija , pred nama je bilo veoma izazovnih 12 meseci. Planovi su iz tadašnje perspek- tive možda izgledali izuzetno ambiciozni, a pojedini i teško ostvari- vi. Ali uspeli smo. Danas letimo do ukupno 60 destinacija, upola više nego pre go- dinu dana! Niš je postao naš drugi matični aerodrom, pored Beo- grada. Ove zime imaćemo više od sto novih letova nedeljno u po- ređenju sa prošlom zimskom sezonom. Uveli smo i uvodimo brojne tehničke inovacije, koje će nam olakšati operacije i svakodnevno po- slovanje i učiniti ga daleko efektivnijim. Pre nekoliko dana usluži- li smo našeg petnaestomilionitog putnika od kada poslujemo kao Er Srbija . Čestim promotivnim kampanjama trudili smo se da se izdvo-
Dear passengers, When we commemorated the fth anniversary of the launch of our oper- ations under the name of Air Serbia precisely a year ago, we had 12 very chal- lenging months ahead of us. From that perspective, our plans might have ap- peared exceptionally ambitious, and some of them even extremely di cult. However, we nonetheless succeeded. We today operate ights to a total of 60 destinations – half as many more than a year ago! Alongside Belgrade, the southern Serbian city of Niš has be- come our second hub of operations. This winter, we will have over 100 addi- tional ights per week compared to the previous winter season. We’ve also in- troduced, and continue to introduce, numerous technical innovations that will ease our business and ensure our daily operations run smoother and with far greater e ciency. Just a few days ago, we welcomed our 15 millionth guest since we began operating as Air Serbia. With frequent promotional campaigns, we’ve
jimo od konkurencije, da zadržimo postojeće i privučemo nove putni- ke. Putnik će uvek biti u središtu svih naših aktivnosti. Sve nabrojano i još mnogo to- ga postignuto je zahvaljujući preda- nom radu i posvećenosti zaposlenih u našoj kompaniji. Sada je vreme da idemo dalje. Mnogo je lepih novosti, teško ih je i samo nabrojati na ograničenom prostoru. Pre svega, pružamo prili-
endeavoured to stand out from our com- petitors, to retain our existing passengers and attract new ones. The passenger will always be at the heart of all of our activities. Everything mentioned, and much more, has been achieved thanks to the hard work and dedication of all of our sta . And now it’s time to go further. There’s so much great news that it’s tough to list it all in just a limited space. First of all, we are providing an opportu- nity for the best candidates to join us and
Danas letimo do ukupno 60 destinacija, upola više nego pre godinu dana, a Niš je postao naš drugi matični aerodrom
We today operate ights to a total of 60 destinations half as many more than a year ago, and city of Niš has become our second hub of operations
ku najboljima da nam se pridruže i da zajedno gradimo još bolju i još moćniju Er Srbiju . Raspisali smo konkurs za nove članove kabinske posade koji će biti otvoren do 31. januara 2020. godine. Posebno nas raduje to što nam se, samo tokom prvih nedelju i po dana, prijavilo više od 300 zainteresovanih kandidata. Proširujemo i našu već veo- ma razvijenu mrežu kod-šer partnera. Naš novi kod-šer partner je Fi- ner , finska nacionalna avio-kompanija. Zahvaljujući tom sporazumu, mnogi gradovi severa Evrope, kao i unutrašnjosti Finske sada su nam bliži. Među njima je i maleni Rovanijemi u Laponiji, poznat po zabav- nom parku Deda Mrazovo selo . O Er Srbiji i svim velikim i malim stvarima koje život čine lepšim, a pre svega putovanjima, čitajte više u magazinu koji je pred vama. Uživajte u letu i srećan put.
for us to build a better and stronger Air Serbia together. We have announced a call for new members of our cabin crew, which will remain open until 31st Janu- ary 2020. We are particularly pleased to note that over 300 interested candidates applied to join us during just the rst week and a half. We are also expanding our already very extensive network of codeshare partners. Our latest codeshare partner is Finland’s national airline Finnair. Thanks to this agreement, many cit- ies of northern Europe, as well as the interior of Finland, are now closer with us. Among them is the small city of Rovaniemi in Lapland, which is known for its Santa Claus Village amusement park. Find out more about Air Serbia, but also all small and large things that make life more beautiful – rst and foremost travel – on the pages of this issue of our in ight magazine. Enjoy your ight and happy travels.
Dankan Nejsmit, generalni direktor Er Srbije
Duncan Naysmith CEO Air Serbia
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The inflight magazine of Air Serbia
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Srpski sir za svetski tron
Serbian cheese for the world throne
Sadržaj /Inside
Er Srbija Air Serbia
Ljudi People
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Dana Budisavljević: Jedna žena, strašna vremena i 10.000 života
Er Srbija i Skandinavija: Ljubav koja traje
Sanja Doležal: Fosili su mi dali sve The Fossils gave me everything
Air Serbia and Scandinavia: Enduring love
94 Intervju / Interview Bata Spasojević
One woman, terrible times and 10,000 lives
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Jelena Mila Ljubav za Švedsku, večnost za Handkea Love for Sweden, eternity for Handke
Slobodan Kovač Medalja je zlatna, ali je moje jezero srebrno The medal is gold, but my lake is silver
Konkurs za kabinsku posadu Er Srbije Call for Air Serbia cabin crew applications
54 Aki Rahimovski:
66 Jela Chello:
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Er Srbija dočekala 15-milionitog putnika Air Serbia welcomes fteen millionth guest
Potraga za magičnim violončelom Search for the magic cello
Stara garda još praši svom snagom Old guard still sweeps all aside with its might
Naslovna strana /Cover photo: Massimo Listri
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Sadržaj /Inside Putujte pametno Travel smart
70 Pariz: Beg od realnosti Paris: Escape from reality
78 Sils Marija: izgubljena u vremenu
Sils-Maria, lost in time
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80 Atina: Svež ulov dana The fresh catch of the day
London: Vilijam Blejk, čovek 21. veka London: William Blake, 21 st century man
76 Diseldorf: Grad po meri čoveka Düsseldorf: City tailored to man
Iz ličnog ugla: Marina moje mladosti From a personal perspective: Marina of my youth 48
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Er Srbija u fokusu / Air Serbia close up
Od sada internet prijava na let moguća i u Cirihu Online check-in now also available at Zurich Airport SPA između Er Srbije i Turkiš erlajnza and Turkish Airlines 3 pitanja za Gorana Nižića, kapetana Three questions for Captain Goran Nižić
SPA between Air Serbia
The inflight magazine of Air Serbia Glavna i odgovorna urednica / Editor in chief Jelena Isaković Izvršna urednica / Executive Editor Jelena Pantović Urednički odbor Er Srbije / Air Serbia Editorial Committee
Nikola Vukomanović, Arsen Rudan Šef tehničke redakcije / Chief of the design and layout team Zoran Stojković Tehnički urednik / Design and layout editor Aleksa Vasović Dizajn i lejaut / Design and layout Branko Mitrović, Ivan Džaferović, Gabrijela Čonkić, Petar Živojnović Urednik fotogra je / Photo Editor Vladislav Mitić Fotogra je / Photography Oliver Bunić, Vladimir Živojinović, Marko Đoković, Ljiljana Stojaković, Zlatko Bocokić, Massimo Listri, Zoran Lončarević, Monika Pavlović, Aleksandra Dimitrijević Foto agencije / Photo agencies Promedia, iStock Lektori / Copy editing Bojana Đurić, Nebojša Nestorović Prevod na engleski / Translation to English Mark Pullen Lektor za engleski / English Copy Editing Mark Pullen Oglašavanje / Advertising Media Impact Srbija Snežana Stojsavljević, izvršni menadžer prodaje oglasnog prostora / Executive Advertising Manager snezana.stojsavljevic@mediaimpact.rs, elevate@mediaimpact.rs Izdavač / Publisher Ringier Axel Springer Srbija Žorža Klemansoa 19, 11000 Beograd elevate@ringieraxelspringer.rs
Sea Bubbles , zvani leteći taksi , mogao bi vam ponuditi putovanje puno nezaboravnih pogleda na Senu, i to u bliskoj budućnosti. Električni brod krstari rekom Senom s Ajfelovom kulom u pozadini tokom testa u Parizu, ranije ove godine. Aeronautički inženjeri Anders Bringdal i Alan Tebo su suosnivači i programeri Sea Bubbles transportnog eko-sistema koji ne zagađuje okolinu. Sea Bubbles, aka “flying taxi”, could offer you a trip filled with views over the Seine in the near future. An Electric boat cruises along the river Seine with the Eiffel Tower in the background during a test in Paris earlier this year. Aeronautical engineers Anders Bringdal and Alain Thébault are co-founders and developers of the Sea Bubbles zero-impact transportation ecosystem.
Saradnici
U ovom broju / This issue’s contributors
Generalni direktor Ringier Axel Springer Srbija / CEO Ringier Axel Springer Serbia Jelena Drakulić Petrović Direktor izdanja / Publishing Director
Sreten Radović Štampa / Print Rotograka Subotica
Jelena Mila je glumica, rediteljka, producentkinja i spisateljica. Master je glume i teorije filmskih studija. Autorka je dugometražnog igranog filma Čelične ratnice , a objavila je i četiri knjige. Živi i radi između Stokholma, Beograda i Perasta, a u ovom broju nam piše o svojoj Švedskoj, Akademiji i poznanstvu sa nobelovcem Peterom Handkeom. Jelena Mila is an actress, director, producer and writer. She has a Master’s in acting and film theory studies and has authored the feature film Steel Warrioresses and published four books. She lives and works between Stockholm, Belgrade and Perast, and in this issue she writes for us about her Sweden, the Academy and her acquaintances with Nobel laureate Peter Handke.
Ana Vodinelić je istoričar umetnosti i master novinarstva. Prve novinarske tekstove pisala je za Blic 1999, a najdraže su joj teme i intervjui sa umetnicima. Nije čudo što nam u ovom izdanju Elevejta donosi čak dva takva intervjua – oba muzička. Sa Akijem Rahimovskim, frontmenom Parnog valjka , i Sanjom Doležal iz Novih fosila pričala je pred njihove beogradske koncerte. Ana Vodinelić has a degree in art history and a Master’s in journalism. She wrote her first journalism articles for Blic in 1999, while her favourites are topics and interviews with artists. No wonder, then, that for this issue of Elevate she brings us as many as two such interviews – both musical. She spoke with Parni valjak [Steamroller] frontman Aki Rahimovski and Sanja Doležal of Novi fosili [The New Fossils], ahead of their respective concerts in Belgrade.
Ksenija Kastratović je istoričarka umetnosti i osnivačica portala belgradewalking.com, koji prati umetnost i kulturu u Srbiji i Evropi. Svojim prijateljima često je vodič kroz izložbe i događaje na putovanjima i u Beogradu, a u ovom broju nam predstavlja jednu od svojih walkingbelgrade tura na kojoj nas upoznaje sa jednom od najstarijih pijaca grada – legendarnim Kalenićem. Ksenija Kastratovi ć is an art historian and founder of the portal belgradewalking.com. She monitors the art and culture scenes in Serbia and Europe, and often guides her friends through exhibitions and events both on her travels and in Belgrade. In this issue she presents her ‘belgradewalking’ tour around one of the city’s oldest open markets – the legendary Kalenić.
Ana Rasel Omaljev je kreativni direktor platforme Contemporary Balkan Art i festivala Southeast Europe Future Festival (SEFF) u Londonu, koji promovišu kvalitetnu umetničku produkciju iz regiona. Ana Rasel Omaljev je autor akademske knjige Divided We Stand: Discources of Identity in First and Other Serbia . U ovom broju nas vodi na izložbu Vilijama Blejka u Londonu. Ana Russell-Omaljev is the creative director of the Contemporary Balkan Art (CoBA) platform and the Southeast Europe Future Festival (SEFF) in London, which promotes high-quality artistic production from across the region. Russell- Omaljev is the author of the academic book ‘Divided We Stand: Discourses of Identity in First and Other Serbia’. For this issue she takes us to a William Blake exhibition in London.
Distribucija / Distribution Besplatno na svim letovima Er Srbije Free of charge on all Air Serbia ights
Materijali objavljeni u ovom izdanju vlasništvo su izdavača ili Er Srbije i ne mogu se reprodukovati bez pisanog odobrenja izdavača. Stavovi izneti u tekstovima su stavovi autora i ne mogu se dovoditi u vezu sa Er Srbijom ili izdavačem. Izdavač i Er Srbija odriču se odgovornost za sadržaj oglasa. All material is copyrighted and all rights are reserved. No part of this publication may be reproduced in whole or in part without the written permission of the publisher. Opinions expressed are those of the authors and cannot be related to Air Serbia. Air Serbia does not accept responsibility for advertising content. Air Serbia Review - besplatno na svim letovima Er Srbije / Air Serbia Review - free of charge on all Air Serbia flights / CIP - Каталогизација у публикацији Народна библиотека Србије, Београд • 659 • ELEVATE : the inflight magazine of Air Serbia / glavni i odgovorni urednik Jelena Isaković. - 2014 (avg.)- . - Beograd : Ringier Axel Springer Srbija, 2014 - (Subotica : Rotografika). - 27 cm • Mesečno. - Tekst uporedo na srp. i engl. jeziku. - Je nastavak: Air Serbia Review • ISSN 2466-4073 • Elevate (Beograd) • COBISS.SR-ID 222113804 • Copyright 2013 © Air Serbia All rights reserved
Godina izlaženja / Anoo XLIII Broj / Issue No. 311 Naslovna strana / Cover Massimo Listri
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MEĐU OBLACIMA JE MNOGO LEPO DRAGANA OGNJENOVIĆ, KREATORKA/DESIGNER NA PUTU / ON THE ROAD
ZAŠTO VOLITE AVIONE? – Avione obožavam, kao i putovanja. U avi- onu se osećam veoma dobro. Što duži let, to bolje, samo da se kre- ćem. Među oblacima je mnogo lepo. BEZ ČEGA NE ULAZITE U AVION? – Kako je za mene pu- tovanje avionom veo- ma prijatno, uvek radim ono što volim – crtam. Što znači da ulazim na- oružana olovkama, sveskama i knjigama. Divno je što mogu da kombinujem više me- dija, tu je i kompjuter, pa obavezno pustim neki film da dopunim atmosferu. Uživanje je potpuno, kvalitetno iskorišćeno vreme, dok me neko vozi, ja radim ono što volim. Još mi
IT’S VERY BEAUTIFUL AMONG THE CLOUDS
Tekst / Words: Ljiljana Perović Fotografije / Photography: Monika Pavlović
WHY DO YOU LOVE PLANES?
I adore planes and travelling. A plane is a place where I feel very good – the further away the des�na�on, the be�er – just to get moving. It’s very beau�ful among the clouds. WHAT DON’T YOU BOARD A PLANE WITHOUT? As I find travelling by plane very pleasant, I always do what I love - draw. That means that I board armed with pens, notepads and books. It’s won- derful that I can combine numerous media, there’s also my computer, so it’s obligatory for me to play some film to add to the atmosphere. Enjoyment is complete; �me u�lised qualita�ve- ly, while someone flies me, I do what I love. And they even bring me food. WHICH DESTINATION HAS REMAINED ETCHED IN YOUR MEMORIES? New York is one of my favourite des�na�ons. I also love Paris, but New York is a place where I feel at home. It reminds me a lot of Belgrade, in terms
donesu i hranu. KOJA VAM JE DESTINACIJA
OSTALA U SEĆANJU?
– Njujork je jedna od mojih omiljenih de- stinacija. Volim i Pa- riz, ali Njujork je mesto na kom se osećam kao kod kuće. Vrlo me pod- seća na Beograd po ši-
rini i raznovrsnosti. ZAŠTO VOLITE BEOGRAD?
– Beograd ima širinu i ra- znovrsnost i lepotu ko- ju nose ljudi. Bez obzi- ra na to što nije velik, ima duh velegrada. Zna- mo da Beograd nije pre- terano arhitektonski lep, ali njegovi kontrasti čine ga interesantnim. Mo- ja ljubav prema Beo- gradu ipak dolazi od lju- di, koji su predivni i daju mi osećaj sigurnosti. Be- ograd zato i podseća na Njujork jer je uspeo da veliki broj različitih ljudi sakupi i privuče.
of its breadth and variety. WHY DO YOU LOVE BELGRADE?
Belgrade has breadth and variety, and beauty that’s carried by the peo- ple. Despite not being big, it has the spirit of a metropolis. We know that Belgrade isn’t overly beau�ful archi- tecturally, but its contrasts make it in- teres�ng. My love for Belgrade never- theless comes from the people, who are wonderful and give me a feeling of security. That’s also why Belgrade is reminiscent of New York, because it’s succeeded in gathering and en�c- ing a large number of different people.
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TRENUTAK / FLASH
Beč Selfi muzej za Instagram generaciju Mladi danas žive u onlajn svetu i sve manje posećuju muzeje. Austrijska prestonica je rešila da iskoristi tu činjenicu i zato je Beč nedavno dobio No filter muzej prilagođen Instagramu , s prostorijama u kojima mladi mogu da prave sopstvena umetnička dela. Zidovi svetlih boja i džinovski predmeti u 24 muzejske sobe garantuju savršen selfi i dobru zabavu, a postoji čak i soba sa lažnom hranom, poput šarenih kapkejkova i makaronsa. Zagreb Počinje filmska avantura Zagreb film festival , najveća zagrebačka filmska avantura, održaće se po 17. put od 7. do 17. novembra na više lokacija u gradu. Okosnicu festivala, kao i dosad, činiće glavni takmičarski program dugometražnog i kratkometražnog filma, koji daje pregled najbolje produkcije debitantskih i drugih filmova iz celog sveta, kao i takmičarski program domaćih kratkometražnih filmova Kockice . Program ZFF putuje nastavlja se i ove godine, pa će tako nekoliko odabranih naslova iz aktuelnog programa biti prikazano i u drugim gradovima. Amsterdam Svetleća magija umetnosti U periodu godine kad je dan najkraći, domišljati i kreativni Holanđani došli su na genijalnu ideju kako da ulepšaju grad na originalan način. Tako je pre osam godina nastao Festival svetlosti , koji predstavlja jedan od događaja koje ne treba propustiti ako se zateknete u Amsterdamu zimi. Ove godine festival traje od 28. novembra do 19. januara naredne godine, a umetnici i arhitekte dobili su zadatak da testiraju i uzdrmaju Amsterdam u skladu sa ovogodišnjom temom Disrapt . Više od 20 umetnika prikazaće grad u drugačijem svetlu.
Vienna Selfie museum for the Instagram generation Today’s young people reside largely in the online world and visit museums ever less. The Austrian capital decid- ed to take advantage of this fact, and that’s why Vienna recently received the “No Filter Museum”, adapted to be In- stagram-friendly, with spaces in which youngsters can create their own art- works. Walls of light colours and giant items in the museum’s 24 rooms guar- antee perfect sel es and good fun, and there is even a room with fake food, such as colourful cupcakes and mac- arons.
Er Srbija leti 14 puta nedeljno iz Beograda za Beč
Air Serbia flies 14 times a week from Belgrade to Vienna
Zagreb Film adventure begins
The Zagreb Film Festival, Zagreb’s largest adventure of lmmaking, will take place for the 17 th time from 7 th to 17 th November at several locations across the city. Forming the backbone of the festival – as has been the case to date – will be the main competi- tion programme of features and short lms, which provides an overview of the best debut productions and other lms from around the world, as well as the “Kockice” [Checkers] competitive programme for do- mestic short lms. The ‘ZFF Travels’ pro- gramme continues this year, with several selected titles from the current programme to also be screened in other cities.
Er Srbija leti 10 puta nedeljno iz Beograda za Zagreb
Air Serbia flies 10 times a week from Belgrade to Zagreb
Amsterdam The shimmering magic of art
During the period of the year when the days are at their shortest, imaginative and creative Dutch people have come up with an ingenious idea to beautify their city in an original way. That was how the Festival of Light emerged eight years ago, and to- day represents a must-see event if you nd yourself in Amsterdam during winter. This year’s edition of the festival runs from 28th November to 19th January, and artists and architects have been tasked with testing and shaking Amsterdam in line with this year’s “Disrupt”theme. More than 20 artists will portray the city in a di erent light.
Er Srbija leti 7 puta nedeljno iz Beograda za Amsterdam
Air Serbia flies 7 times a week from Belgrade to Amsterdam
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TRENUTAK / FLASH
Madrid Final tournament of the Davis Cup
Madrid Finalni turnir Dejvis kupa
Prvi domaćin finalnog turnira novog formata Dejvis kupa biće Madrid, pa će se u glavnom gradu Španije od 18. do 24. novembra sastati 18 najboljih reprezentacija iz celog sveta. Pobedom nad Uzbekistanom, Srbija je izborila plasman na finalni turnir i igraće u grupi A sa selekcijama Japana i Francuske. Pobednici svih šest grupa plasiraće se u četvrtfinale, a našu reprezentaciju, na radost svih, predvodiće sjajni Novak Đoković.
The rst host of the nal tournament of the Davis Cup according to the new for- mat will be Madrid, with the top 18 na- tional teams from around the world to come together in the Spanish capital from 18 th to 24 th November. Serbia se- cured its place in the nal tournament with victory over Uzbekistan and will play in Group A together with the na- tional selections of Japan and France. The winners of all six groups will qualify for the quarter- nals, and – to the joy of everyone – our national team will be led by the amazing Novak Đoković. Paris Mona Lisa returns to old hangout Leonardo da Vinci’s famous Mona Lisa has re- turned to its old spot following the resto- ration of the exhibition space at the Lou- vre where it has traditionally been exhibited. Thanks to new technology, visitors can now see this masterpiece better and have the im- pression that they are closer to the picture. Vis- itors previously complained about having to spend hours queuing to see the work, only for guards to permit them to spent just a few minutes observing the famous image. Inter- estingly, the Louvre is visited annually by more than ten million people, 80 per cent of whom come exclusively to see the Mona Lisa. Sarajevo Enjoyment for jazz lovers Musicians from 15 countries – hailing from everywhere form the U.S. to Indonesia, and from Jordan to Finland and the UK – will present themselves with performances at this year’s Sarajevo Jazz Festival from 7 th to 10 th November. Opening the festival at the National Theatre will be artists of the young- er generation – the DrummingCellist and Adam Ben Ezra – whose innovative projects are rated by critics with superlatives, be- cause they succeed in evoking soundscapes inherent to orchestras at solo concerts. This will be followed by the performances of Finnish attraction MOPO and cult Dutch band The Ex at the city’s SARTR Theatre.
Er Srbija leti 2 puta nedeljno iz Beograda za Madrid
Air Serbia flies 2 times a week from Belgrade to Madrid
Pariz Mona Liza opet na starom mestu
Slavna slika Leonarda da Vinčija, Mona Liza, posle restauracije prostorije u Luvru, gde je tradicionalno bila izložena, ponovo je na svom starom mestu. Zahvaljujući novoj tehnologiji, ovo remek-delo sada može bolje da se vidi i posetioci imaju utisak da su bliži slici. Do sada su negodovali zbog višesatnog čekanja u redu da bi im čuvari dozvolili da vide čuvenu sliku tek na nekoliko minuta. Inače, Luvr godišnje poseti više od deset miliona ljudi, a 80 odsto njih dolazi samo zbog Mona Lize. Sarajevo Uživanje za ljubitelje džeza Muzičari iz 15 zemalja, od Amerike do Indonezije i od Jordana do Finske i Velike Britanije, predstaviće se na ovogodišnjem sarajevskom Džez festivalu od 7. do 10. novembra. Festival će u Narodnom pozorištu otvoriti umetnici mlađe generacije DrummingCellist i Adam ben Ezra, čije inovativne projekte kritika ocenjuje superlativima jer na solo koncertima uspevaju da dočaraju zvučne pejzaže svojstvene orkestrima. Nakon toga, u teatru Sartr nastupiće finska atrakcija MOPO i holandski kultni bend The Ex.
Er Srbija leti 12 puta nedeljno iz Beograda za Pariz
Air Serbia flies 12 times a week from Belgrade to Paris
Er Srbija leti 7 puta nedeljno iz Beograda za Sarajevo
Air Serbia flies 7 times a week from Belgrade to Sarajevo
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Tekst/Words: Serbiacreates.rs Fotografije/Photography: Arhiva/Archive Srbija je zemlja talentovanih, pametnih i sposobnih mladih ljudi koji streme najvećim dometima u muzici svih stilova. Moramo omogućiti novim generacijama da svoje ideje, progresivne kreacije i znanje ispolje u svojoj zemlji, a ne u tuđini, kaže Aleksandra O na je nagrađivana filmska kompozitorka, producentkinja i kantautorka, prva dobitni- ca MTV nagrade u Srbiji. Ali je i kreativna ambasadorka platforme Srbija stvara , koja NEMA DOBROG FILMA BEZ ALEKSANDRA KOVAČ, KOMPOZITORKA ALEKSANDRA KOVAČ, SINGER SONGWRITER
obuhvata sistemske mere za razvoj sektora kreativnih in- dustrija i inovacija i jačanja kulturne diplomatije. U po- slednje vreme slušamo kompozicije Aleksandre Kovač koje je napisala za popularne domaće serije. Po čemu je stvaranje primenjene muzike za film drugačije i na koji način vi kao kompozitorka da- jete život filmu ili seriji? – Nakon povratka u Srbiju i magistrature u oblasti filmske kompozicije koju sam 2014. stekla na prestižnom Edinburg univerzitetu, započela sam karijeru filmskog kompozitora. Naravno, uspešna karijera u popularnoj mu- zici mi je izuzetno pomogla jer sam stekla potrebno isku-
stvo i znanje kako bih se upustila u potpuno nov svet kreacije. Komponovati muziku za film ili serije je izuzetno inspirativan proces koji za- hteva da odlično poznajete filmsko-narativni sistem i njegova pravila. Spadam u red onih kompozitora koji smatraju da nema dobrog filma bez dobre muzike. Filmska muzika do- pušta slobodu u izrazu i zahteva autentičnost kreacije, a to je meni, kao umetniku, najbitnije. Kako biste opisali savremenu muzičku sce- nu Srbije, da li na njoj postoji nešto što pri- pada vašem muzičkom ukusu? – Jedna od najvažnijih delatnosti moje pro- ducentske kuće RAprodukcija tokom svih ovih godina jeste podrška mladim talentima i dra- go mi je što smo Roman i ja radili sa ljudima
mnom količinom predrasuda u našem društvu, u ko- jem je nezamislivo da jedna žena može sama da izgra- di svoj uspeh i karijeru. Moramo stalno davati primere mladima da je sve moguće, ali da samo od njih zavise njihov uspeh i sreća. Prihvatili ste poziv da budete jedna od ambasa- dorki platforme Srbija stvara/Serbia Creates. Ko- je će biti vaše prve preporuke u oblasti muzike koje bi, uz pomoć tima ljudi koji se bavi kreativ- nim industrijama, to polje mogle da unaprede? – Srbija je zemlja talentovanih, pametnih i sposob- nih mladih ljudi koji streme najvećim dometima u mu- zici svih stilova. Moramo omogućiti novim generacija- ma da svoje ideje, progresivne kreacije i znanje ispolje u svojoj zemlji, a ne u tuđini. To podrazumeva rešavanje pitanja autorskih prava, emitovanje većeg procenta do- maće muzike u odnosu na stranu u našim medijima, kao i edukaciju mladih ljudi koji žele da se profesionalno ba- ve muzikom o muzičkom biznisu i pravilima industrije. Da li se spremate da objavite nešto novo i kakvi su vam muzički planovi? – Trenutno komponujem muziku za predstavu Na- na u režiji Ivane Vujić u Madlenianumu , četvrtu sezo- nu TV serije Ubice mog oca i novi sitkom koji izlazi sle- deće godine. Uz to, pripremam svoj novi album, koji će predstavljati krunu moje kantautorske karijere i koji će izaći pred Novu godinu.
koji su kasnije izgradili ozbiljne karijere, a mi smo ra- dili sa njima na početku, kada je najvažnije usmeriti ta- lenat i pružiti mu podršku. Tu je, naravno, i naša škola pevanja Beogradski glas , koja ove godine puni 10 godi- na i koja je iznedrila veliki broj mladih talenata u svim sferama muzike. Koje biste preporuke kao kreativna ambasador- ka naše zemlje dali mladima koji počinju karije- ru u našoj zemlji? – Ove godine slavim 30 godina profesionalnog bav- ljenja muzikom i svih tih godina živim isključivo od svo- je muzike, nikada se nisam bavila nijednim drugim po- slom. Kada sam započinjala karijeru, sa 17 godina, znala sam da jedino velikim radom, entuzijazmom, upornoš- ću i stalnim usavršavanjem sebe i svog znanja mogu da postignem uspeh. Morala sam da se borim sa ogro-
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DOBRE MUZIKE THERE IS NO GOOD FILM WITHOUT GOOD MUSIC Serbia is a country of talented, clever and capable young people who are striving for the greatest reach in music of all styles. We must allow new generations to express their ideas, progressive creations and knowhow in their own country, and not abroad ~ says singer-songwriter Alexandra Kovač
- After returning to Serbia upon earning my master’s de- gree in lm composition, which I received from the prestig- ious Edinburgh University in 2014, I launched my career as a lm composer. Of course, already having a successful ca- reer in popular music helped me tremendously, as I’d already gained the experience and knowhow required to embark on a whole new world of creation. Composing music for a lm or television series is an extremely inspiring process that re- quires that one has a good understanding of the lm-narra- tive system and its rules. I am among the ranks of those com- posers who consider that there can be no good lm without good music. Film music allows freedom in expression and de- mands authenticity of creation, and to – as an artist – this is the most important factor. How would you describe the contemporary music scene in Serbia; is there anything on it that suits to your mu- sical taste? - One of the most important activities of my production company RAproduction throughout all these years has been to support talented youngsters, and I’m glad that Roman and I worked with people who later went on to build serious careers, and we worked with them at the beginning, when it is impor- tant to direct talent and provide support. Of course, there is also our Beogradski Glas school of singing, which turns 10 this year, and from which a great number of talented youngsters have emerged in all spheres of music throughout this entire time. As a creative ambassador of our country, what recom- mendations would you give to young people who are just launching their careers in Serbia? - I’m celebrating 30 years of dealing with music profes- sionally this year, and throughout all these years I’ve made a live solely from my music; I’ve never done any other job. When I started my career at the age of 17, I knew that it would only be through great work, enthusiasm, perseverance and constant- ly improving myself and my knowledge that I could achieve success. I had to overcome a huge amount of prejudice in our society, in which it is inconceivable for a woman to be able to build her own success and career. We must constantly pro- vide examples to young people of how everything is possible, but that their success and happiness depends on them alone. You accepted an invitation to be among the ambassa- dors of the Serbia Creates platform. What will be your rst recommendations in the eld of music that could – with the help of a team of creative industry profession- als – advance that eld? - Serbia is a country of talented, clever and capable young people who are striving for the greatest reach in music of all styles. We must allow new generations to express their ide- as, progressive creations and knowhow in their own coun- try, and not abroad. This implies addressing copyright issues, broadcasting a larger percentage of domestic music than for- eign through our media, and educating young people want- ing to deal with music professionally about the music busi- ness and industry rules. Are you preparing to release something new soon; and what are your current plans in music? - I’m currently composing music for the play Nana, direct- ed by Ivana Vujić at Madlenianum Theatre & Opera, the fourth season of the TV series My Father’s Murderers, and a new sit- com that will come out next year. Apart from that, I’m also preparing my new album, which will represent the crowning of my songwriting career and which will be released in the build-up to the New Year.
S he is an award-winning lm score composer, music producer and song- writer, but also Serbia’s rst winner of an MTV Award. However, she is al- so a creative ambassador for the“Serbia Creates”platform, which encom- passes systemic measures aimed at furthering development of the sectors of the creative industries and innovation, as well as measures to enhance cultural diplomacy. We have recently been listening to compositions created by Kovač for several popular local TV series. How does the creating of applied music for a lm di er from creating mu- sic generally; and how do you, as a composer, give life to a lm or series?
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THIS MONTH IN BELGRADE … OVOG MESECA U BEOGRADU…
VUDKOKS U NARODNOM MUZEJU
WOODCOX AT THE NATIONAL MUSEUM
Beogradski festival igre otpočeo je saradnju sa čuve- nim njujorškim umetničkim i modnim fotografom Ro- bom Vudkoksom, koji će potpisati kampanju predsto- jeće, 17. festivalske edicije. Pre toga Vudkoks će imati izložbu fotografija 7. novembra, koju će zajednički pri- rediti Beogradski festival igre i Narodni muzej u Be- ogradu, što će ujedno biti i prilika da se ovaj umetnik pojavi pred beogradskom publikom. STIŽE NAM BRAJAN ADAMS Najpoznatiji kanadski roker, Brajan Adams, nastupiće u srpskoj prestonici nakon 13 godina, a spektakularni koncert održaće u Štark areni 10. novembra 2019. Poznat po sjaj- nim baladama, odličnoj svirci i neverovatnoj energiji, Adams je uključio Beograd u svo- ju Shine A Light turneju, nazvanu po istoi- menom novom albumu, koji se nedavno poja- vio u prodaji. BRYAN ADAMS IS ARRIVING The most famous Canadian rocker, Bryan Adams, wi- ll perform in the Serbian capital after a gap of 13 ye- ars, and is set to stage a spectacular concert at the ci- ty’s Stark Arena on 10 th November 10. Renowned for his great ballads, excellent gigs and incredible energy, Adams included Belgrade in his “Shine A Light” tour, which is named after his latest album that was rele- ased recently.
The Belgrade Dance Festival has launched its collaboration wi- th renowned New York art and fashion photographer Rob Wo- odcox, who will put his name to the campaign for the upcoming 17 th edition of the BDF. Prior to that, a Woodcox photo exhibiti- on will be presented on 7 th November, organised jointly by the Belgrade Dance Festival and the National Museum in Belgrade, which will simultaneously provide an opportunity for the artist to personally appear in front of the Belgrade public.
AFTER BRAZIL, ASYMMETRY HITS BELGRADE Director Maša Nešković’s debut lm had a very su- ccessful world premiere screening at the 43 rd Sao Paulo International Film Festival, and arrives next in Belgrade for the Authors’ Film Festival – on 23 rd No- vember at Kombank Hall. This work questions the transformation of loving relationships over time and the reasons why relati- onships collapse...
POSLE BRAZILA ASIMETRIJA U BEOGRADU Debitantski film rediteljke Maše Nešković prvi put je veoma uspešno pri- kazan na 43. Međunarodnom filmskom festivalu u Sao Paulu, a nakon to- ga stiže u Beograd, na Festival autorskog filma – 23. novembra u Kombank dvorani . U ovom ostvarenju u pitanje se dovodi transformacija ljubavnih odnosa tokom vremena i razlozi zbog kojih se veze raspadaju.
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V eć krajem juna ove godine, u gradu Kruševcu, nekadašnjoj prestonici Srbije, otvoren je pr- vi park sa umanjenim replika- ma 12 duhovno i kulturno najvrednijih srpskih manastira, od Gračanice i Stude- nice do Ravanice i Pećke patrijaršije. Ali i Mileševe, Krušedola, Visokih Dečana, Tronoše, Lazarice, Žiče i Pavlovca. Tako je, kao rezultat privatne inicijative i podrške institucija i istaknutih javnih ličnosti, po- čeo da se ostvaruje obiman program pro- mocije srpske kulturne baštine kako na unutrašnjem, tako i na međunarodnom planu, a sa ciljem da naši najvredniji spo- menici kulture ostanu u vidokrugu građa- na Srbije i danas, kada su pojedini od tih dragulja praktično nedostupni, kao i da se putem organizovanja izložbi u inostra- nim velikim centrima na njih skrene zaslu- žena pažnja čitavog civilizovanog sveta. Da sve ide u dobrom smeru, pokazuju i modeli manastira Gračanice i Ravanice, koji su nedavno postavljeni ispred zda- nja Patrijaršije SPC u Beogradu, kao i je- dan nešto manji model Gračanice koji će ovih dana naći svoje trajno mesto u zgra- di Sekretarijata UN u Njujorku. U razgovoru sa doktorom Borisom Staj- kovcem, predsednikom upravnog odbora Ceneta, saznali smo da je ideja za taj sjajni projekat tinjala dugi niz godina. U počet- ku osnivači buduće formalne organizaci- je bili su pod jakim utiskom koji ostavljaju atraktivni mini-parkovi u Briselu, Istanbu- lu, Hamburgu i još nekim evropskim gra- dovima, gde se njihov smisao uglavnom nalazi u sferi zabave i turističkih atrakci- ja, ali su onda shvatili da bi u Srbiji mogli imati daleko obuhvatniju ulogu. – Poslaćemo naše manastire na sve kon- tinente. Da krase dvorišta naših crkava i podsećaju na to ko smo i šta smo. Ali biće to i prilika za naše građane i našu decu da bolje upoznaju one svetinje koje sada teš- ko da mogu da obiđu na Kosovu i Meto- hiji. Da ih vide i pamte. Da razumeju šta nam znače. U godini u kojoj proslavljamo 800 godina naše crkve, trudimo se da na ovaj jedinstven način damo svoj doprinos – kaže Stajkovac. Svi modeli manastira izrađeni su pre- ma projektima Zavoda za zaštitu spomeni- ka kulture Srbije, i to ručno, vajanjem mo- dela u glini, a potom i formiranjem kalupa u najsavremenijim materijalima, što omo- gućava umnožavanje (u razmeri 1:78), tako da mogu biti i veoma atraktivan i vredan poklon naše države drugim gradovima i prestonicama. Cenetove umanjene trodi- menzionalne replike izazivaju impresiju gotovo nadnaravne autentičnosti, a to je zato što nisu izrađene od specijalnih pla-
NESTVARNO STVARNI MANASTIRI ČUVARI SRPSKE DUŠE GUARDIANS OF THE SERBIAN SOUL
UNREAL REAL MONASTERIES
Centar za negovanje tradicije je za samo nekoliko meseci osvojio i unapredio izradu spektakularno vernih trodimenzionalnih arhitektonskih modela istorijskih građevina, koje odlikuju kompleksne forme i minuciozna ornamentika
In the space of just a few months, the Centre for Nurturing Tradition (CENET) has mastered and promoted the production of spectacularly lifelike three- dimensional architectural models of historic buildings characterised by complex forms and ornaments in minute detail
Fotografije / Photography: Stefan Šobot
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T he rst park adorned with replicas of Serbia’s twelve most spiritually and culturally valuable monasteries – from Gračanica and Studenica, to Ravanica and the Patriarchate of Peć, but also Mileševa, Krušedol, Visoki Dečani, Tronoša, Lazarica, Žiča and Pavlovac – opened in the former Serbian capital city of Kruševac at the end of June this year. Thus, as the result of a private initiative and support from institutions and prominent public gures, a comprehensive programme to promote Serbian cultural heritage, both do- mestically and internationally, was launched with the aim of ensuring our most valuable cultural monuments remain in sight of Serbian citizens today, when some of these gems are practically inaccessible, and deservedly draw- ing the attention of the entire civilised world to them, through the organising of exhibitions in major foreign centres. Showing that things are progressing well is the fact that models of the Gračanica and Ra- vanica monasteries were recently mounted in front of the Patriarchate of the Serbian Ortho- dox Church in Belgrade, while a slightly small- er model of Gračanica is set, in the days ahead, to nd its permanent place within the building of the UN Secretariat in New York. In conversation with Dr. Boris Stajkovac, Chairman of the CENET Board of Directors, we discovered that the idea for this excellent pro- ject had been smouldering for many years. In- itially, the founders of what would go on to become a formal organisation were extreme- ly impressed by attractive mini-parks in Brus- sels, Istanbul, Hamburg and some other Euro- pean cities, where the sense of their existence mostly concludes in the sphere of entertain- ment and tourist attractions, but they then re- alised that such parks could have a far more comprehensive role in Serbia. “We will send our monasteries to all conti- nents. To adorn the yards of our churches and remind us of who and what we are. But that will also be an opportunity for our citizens and our children to better acquaint themselves with these holy sites that are now dicult to visit in Kosovo. To see and remember them; to under- stand what they mean to us. In a year in which we are celebrating the 800th anniversary of our Church, we are striving to provide our con- tribution in this unique way,” says Stajkovac. “All of these models of monasteries are pro- duced according to the designs of the Institute for the Protection of Cultural Monuments of Serbia, and are produced by hand, through the shaping of models in clay and then the form- ing of moulds using the latest materials, which makes it possible for us to create multiple ex- amples (at a scale of 1:78), so they can also be very attractive and valuable gifts of our coun- try to other cities and capitals. CENET’s min- iature three-dimensional replicas produce an
Ravanica, zadužbina Kneza Lazara Ravanica, an endowment of Prince Lazar
stika, nego od kompozitnih betona, i jer im je unutrašnja konstrukcija od čelika, umesto od aluminijuma. To ih čini prepoznatljivim i na dodir, u šta ćete, nadamo se, moći da se i sami uverite kada u Beogradu bude otvoren Park srpskih svetinja i kul- turne baštine sa nekoliko desetina modela manastira i crkava. Tako će svi srpski najveći spome- nici biti sagrađeni još jednom kao za 21. vek primereni čuvari i obnovite- lji nacionalnog pamćenja i putokazi ka onim veličanstvenim originalnim biserima iz riznice kulturnog blaga naše zemlje.
Pećka patrijaršija, mauzolej patrijarha Patriarchate of Peć, Mausoleum of patriarchs
Gračanica kralja Milutina
King Milutin’s Gračanica
impression of almost supernatural authentici- ty, and that’s because they are not made from special plastics, but rather from composite con- crete, and because their internal construction is made of steel instead of aluminium. This also makes them recognisable to the touch, which we hope you will be aable to see for yourself when the“Park of Serbian Holy Sites and Cultur- al Heritage”, featuring several dozen models of monasteries and churches, opens in Belgrade.” All of Serbia’s greatest monuments will, thus, be built once again, as 21st century ex- emplary guardians and restorers of national memory, and as signposts directing towards those magni cent original gems from the treas- ury of Serbia’s cultural treasures.
Boris Stajkovac i vladika kruševački David Boris
Stajkovac and Bishop David of Kruševac
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#JASAMUMUZEJU
IZ NARODNOG MUZEJA DIREKTNO U LUVR N arodni muzej u Beogradu je u saradnji sa Mini- starstvom kultu- FROM THE NATIONAL MUSEUM DIRECT TO THE LOUVRE
T he National Museum in Belgrade, in coop- eration with the Min- istry of Culture and In- formation and the Ministry of Trade, Tourism and Telecommu- nications, and with the support of the tourism organisations of Belgrade and Serbia, Air Serbia and the biggest media outlets with a national frequency, has launched a campaign to pro- mote the country’s central mu- seum institution, both in the country and abroad. The promotion began with the launch of the Insta- gram campaign #jasamumuze- ju [Iaminthe museum], which is being implemented in co- operation with national air- line Air Serbia and runs until 1 st December 2019. Aimed pri- marily at younger visitors, but also all others who are interest- ed, its objective is to provide
re i informisanja, Ministar- stvom trgovine, turizma i telekomunikacija i uz po- dršku Turističkih organi- zacija Beograda i Srbije, Er Srbije i najvećih medijskih kuća sa nacionalnom fre- kvencijom pokrenuo kam- panju za promociju central- ne muzejske kuće, kako u zemlji, tako i u inostranstvu. Promocija je počela po- kretanjem Instagram kam- panje #jasamumuzeju, ko- ja se realizuje u saradnji sa nacionalnim avio-prevo- znikom Er Srbijom i traje do 1. decembra 2019. godi- ne. Usmerena je pre svega ka mlađim posetiocima, ali i ka svim zainteresovanima, a ima za cilj dodatno podsti- canje za obilazak postavki Na- rodnog muzeja. Potrebno je
an additional incentive to tour the ex- hibits of the National Museum. Partici- pants need to select a favourite exhib- it and take their photo beside it. They then post that picture on a personal, open Instagram pro le, with the hash- tag #jasamumuzeju and the location tag of the National Museum, as well as the Instagram pro le @narodnimuzej. The author of the photo that amasses the highest number of likes by 1 st Decem- ber will win two return tickets to Paris, which are provided by Air Serbia. The Mariott Hotel chain also provides the winner with a two-night stay for two at the newly opened Courtyard by Marri- ott Hotel in Paris. With the idea of bringing the Na- tional Museum closer to everyone and making it a gathering place for young people, we invite those interested to visit the National Museum in search of their favourite exhibit.
odabrati omiljeni eksponat i foto- grafisati se pored njega. Tu sliku za- tim treba objaviti na ličnom, otvore- nom Instagram profilu, uz hašhtag #jasamumuzeju i oznakom lokacije Narodnog muzeja, kao i Instagram profila @narodnimuzej. Autor fo- tografije sa najvećim brojem lajko- va do 1. decembra postaće dobitnik dve povratne avionske karte do Pa- riza, koje obezbeđuje Er Srbija . La- nac hotela Mariott dobitniku obez- beđuje dva noćenja za dve osobe u novootvorenom hotelu Marriott Co- urtyard u Parizu. Sa idejom da se Narodni muzej dodatno približi svima i bude me- sto okupljanja i edukacije mladih, pozivamo zainteresovane da posete Narodni muzej u potrazi za svojim omiljenim eksponatom.
Er Srbija leti 12 puta nedeljno iz Beograda za Pariz Air Serbia flies to Paris 12 times a week
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VREME JE ZA BEOGRAD IT’S BELGRADE TIME DI MEO KALENDAR . DI MEO KALENDAR 2020
Fotografije / Photography: Massimo Listri
O ve godine je prestižni Di Meo kalendar stigao do svog 18. izdanja, a glavno mesto događaja je Beograd, sjajna prestonica Srbije u ulozi idealne međunarodne scene. Đeneroso di Meo, predsednik kulturnog udružen- ja DI MEO VINI AD ARTE, u projekat je ponovo uvrstio na- građivanog fotografa Masima Listrija tražeći od njega da prikaže grad na Dunavu u 15 slika. To će se otkriti i kroz neobjavljene priče poznatih ljudi (kao što su Vitorio Sgar- bi, Marija Gabrijela di Savoja, Ratko Božović i Pepe Mora sa fascinantnim prikazom čuvenog performansa Marine Abramović u Napulju 1974). Kalendar će biti predstavljen u Beogradu u sub- otu, 9. novembra 2019. godine, u monumental-
Beograd, 9. novembar 2019, Palata Srbije / Belgrade, November 9 th 2019 – Palace of Serbia
noj Palati Srbija – čuvenoj zgradi i istorijskom lokalitetu jugoslovenske savezne vlade – tokom ekskluzivnog Crno-belog bala, na kom će učestvovati nansijska elita, međunarodna aristokratija i vodeće kulturne ličnosti iz ce- log sveta.
T his year the prestigious Di Meo Calendar has reached its eighteenth edition. The protag- onist city of the event is Belgrade, the splen- did Serbian capital Belgrade in its role of ideal international scene. Generoso Di Meo - President of the Cultural Association ‘’
DI MEO VINI AD ARTE ‘’ – has once again involved award-winning photographer Massimo Listri in the project, asking him to por- tray the Danubian city in 15 images. These will also be revealed through the unpublished stories of well-known people (such as Vittorio Sgarbi, Maria Gabriella di Savoia, Ratko Božović and Peppe Morra with his fascinating account of the famous perfor- mance by Marina Abramović in Naples in 1974). The calendar will be presented in Belgrade on Saturday No- vember 9th 2019 in the monumental Palace of Serbia – famous building and historic site of the Yugoslav Federal Government – during a wonderful “Black & White Ball” with participants from the nancial élite, international aristocracy and leading cultural gures from all over the world.
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DIREKTNA BANKA
USPEŠNO POSLOVANJE
UZ TOPLI LJUDSKI PRISTUP
O tome zbog čega je veza između pro- daje, razvoja i marketinga neraski- diva u modernom svetu bankar- stva, razgovarali smo sa dve dame Direktne Banke – direktorkom Sektora poslo- vanja sa klijentima, razvoja i marketinga Ta- tjanom Vukić i direktorkom Odeljenja za kor- porativne komunikacije i strateški marketing Anom Šotrom. Naše sagovornice su otkrile koliko su komunikacija i strateški pristup ko- risniku važni za efikasno postizanje željenih rezultata Banke. Direktna Banka je za kratko vreme ostva- rila značajan rast. Da li ste zadovoljni postignutim rezultatima i koji su vaši ciljevi? TATJANA VUKIĆ: Direktna Banka, kao univerzalna, domaća i moderna finansijska in- stitucija, u mogućnosti je da bogatom ponudom i stručnim znanjem svojih zaposlenih izađe u susret raznovrsnim potrebama svih kategorija klijenata. Svakako da nam dobri poslovni rezul- tati, kao i to što smo stabilna, kapitalizovana i visokolikvidna finansijska institucija, omogu- ćavaju da našim klijentima budemo partner od poverenja i sigurna podrška na putu do za- jedničkog uspeha. Ipak, brojke nisu jedini pa- rametri kojima merimo postignuti uspeh. Za- dovoljstvo i poverenje naših klijenata uvek su nam na prvom mestu. Trudimo se da negu- jemo humani pristup i uvek sve sagledamo i Direktna Banka, kao univerzalna, domaća i moderna finansijska institucija, u mogućnosti je da bogatom ponudom i stručnim znanjem svojih zaposlenih izađe u susret raznovrsnim potrebama svih klijenata
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iz ugla korisnika, jer samo na taj način može- mo da adekvatno odgovorimo na njihove po- trebe. Cilj nam je da nastavimo sa razvojem inovativnih proizvoda i usluga, kao i sa uve- ćanjem broja zadovoljnih klijenata, ne gubeći iz vida značaj direktne komunikacije i izgrad- nje ličnog odnosa. Iako se kao osnovni cilj marketinga naj- češće ističe postizanje boljih prodajnih rezul- tata, taj segment zapravo predstavlja mnogo više od toga. Kada se razume na pravi način, cilj marketinga postaje efikasno prenošenje željenih poruka do klijenta, u skladu sa nje- govim potrebama i nastojanjima. I prodaja i marketing u fokus stavljaju klijenta ili, kako mi u Direktnoj Banci volimo da kažemo, po- jedinca sa svojim jedinstvenim potrebama.
dravljamo, jer predstavljaju priliku za jasniju i transparentniju komunikaciju sa krajnjim pri- maocima naših poruka. Kome je kampanja namenjena? Ko su ko- risnici usluga Direktne Banke? ANA ŠOTRA: Direktna Banka je otvorena za sve korisnike i klijente – od stanovništva, pre- ko privrede, odnosno malih i srednjih preduze- ća, pa do poljoprivrednih gazdinstava. Svima njima na raspolaganju su naši stručni i predu- sretljivi bankari da ih saslušaju i preporuče od- govarajuće finansijsko rešenje. Ukoliko pose- te bilo koju od naših ekspozitura širom Srbije, građani će se uveriti u ono što im novom kam- panjom poručujemo – da smo tu za njih kao si- guran partner i podrška na direktnom putu do ostvarenja njihovih ciljeva.
Direktorka Sektora poslovanja sa klijentima, razvoja i marketinga Tatjana Vukić i direktorka Odeljenja za korporativne komunikacije
i strateški marketing Ana Šotra
Ove jeseni predstavili ste javnosti no- vu kampanju. Koji su prioriteti Direk- tne Banke kada je reč o marketinškoj komunikaciji, ali i samom poslovanju? ANA ŠOTRA: Prioriteti Direktne Banke je- su ljudi sa sopstvenim životnim pričama koje se nalaze iza svakog broja, računa, kredita. Na taj način ih posmatramo, trudeći se da uvek razumemo njihove želje, potrebe i ciljeve ka- ko bismo im pomogli u njihovoj realizaciji. To je ujedno i poruka naše nove institucionalne kampanje. Baš zato što ih razumemo, kod nas u Direktnoj Banci mogu dobiti direktne, kon- cizne odgovore, u manje od pet reči. Neguje- mo lični pristup i otvorenu komunikaciju, jer je izgradnja poverenja od ključnog značaja za ljude koji su nam poverili brigu o svojim finan- sijama. Kada je reč o marketinškom pristupu, nastojimo da budemo inovativni, a da istovre- meno naše korporativne vrednosti, kao što su podrška, poverenje, sigurnost i kvalitet, osta- nu nepromenjene. Poštovanje važećih propisa u oblasti oglašavanja finansijskih usluga utka- ni su u sve naše aktivnosti i mi ih veoma poz-
Zbog čega prodaja, razvoj i marketing ne mogu jedno bez drugog? TATJANA VUKIĆ: Kao Banka koja ne- guje topli ljudski pristup u svim sferama po- slovanja i okrenuta je ka pojedincima, sve aktivnosti sprovodimo sa ciljem bolje ko- munikacije sa našim klijentima. Naš prio- ritet predstavljaju kreiranje i razvoj što efi- kasnijih bankarskih rešenja, a da bismo u tome bili uspešni, neophodno je da kon- stantno osluškujemo potrebe postojećih i potencijalnih klijenata i prilagođavamo se njima. Marketing se prirodno nadovezuje kao neposredni prenosilac naših poruka i korporativnih vrednosti, kao najbolji način da korisnicima stavimo do znanja da smo im uvek na raspolaganju, kao što naš slo- gan poručuje: " Za Vas". Naša nova kampa- nja kreirana je upravo sa tom porukom – da smo tu za naše klijente i da ih razumemo baš kao što razumemo i finansije. Mi smo tu da za njih budemo upravo ta neophodna spona između finansija i svakodnevnog ži- vota, jer razumemo i jedno i drugo.
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