Creative directors are the heart & soul of all well-established communications agencies. Read what Jurica Ćorluka, Head of Creative at Señor, thinks about creativity. The interview was conducted by Nenad Danilović, Editor-in-Chief of Advertiser Serbia.
Evaluate and share your view on your agency’s work in terms of creative contribution in 2025.
2025 was a very busy and creative year for Señor. From the projects over the past year, I would first single out one (always dear to us) self-promo, Fussnota, the world’s first niche perfume for feet (visit our webshop, there aren’t many left). We were also environmentally and socially responsible in the campaign against poisoning wild animals for Biom, in which we created a children’s fable book, Fables That Protect Nature. For our new major client Smoki, we set a new platform #perfecttome through two campaigns – for the “regular” Smoki and Smoki Protein. The platform is doing really well across all channels and products, so we look forward to working on future campaigns for products within the Smoki umbrella brand. Beyond these projects, I would also like to mention the branding of the popular documentary TV series Don’t Forget to Leave a Review, while I would not single out several major rebrandings that we are bringing to a close, as we still cannot show them. Stay tuned at senor.hr.
Give an assessment of the results of the national and regional advertising scene in 2025. Single out the best national and regional campaigns, with an explanation.
The region is traditionally at a high level – my favorite domestic and neighbouring campaigns this year were Narikače for Studena (a specifically local and funny insight executed very well), the Macedonian campaign Made in Shade for Halkbank (an excellent video), and Mastercard’s Signs of Inclusion in Slovenia (very useful and very much in line with the brand and the product).
Which global campaigns or notable individual works from 2025 caught your attention, and why?
Among global campaigns, I really liked Columbia – Engineered for Whatever (great insight and a great spot), The Ordinary – The Periodic Fable (an interesting way to shake up the competition in the world of cosmetics), and Cadbury Dairy Milk (a series of ads I wish I had written). Of course, there are probably a hundred more campaigns I thought were great, but these three were the first that came to mind.
The ethical challenge of advertising in 2025
The biggest challenge will be how not to add more “junk” to an already overflowing bin in a world where there is an enormous amount of (unnecessary) content. It has always been important to create content that is relevant, interesting, and gives something to the person consuming it (entertainment, information, emotion), and in the age of AI slop, this is even more important.
A career in advertising in 2025
I think advertising is still a good place to build a career. It’s not for everyone, but for curious, stubborn, and creative people it is still a very good playground. For those who like learning on the go, changing perspective from campaign to campaign, and have a healthy amount of patience for chaos, advertising can still offer what has always been its main advantage – the feeling that you are working on something alive, current, and meaningful.
The world in 2026
If 2025 was the year of hyper production, I believe 2026 will be the year of filters – we will consume less, but better, and not only in the world of content. People long for slowing down and for meaning. Although it sounds like a utopia, I believe quality will once again start to be valued, because the more we interact with machines and algorithms, the more we seek humanity.
The text was originally published on the Advertiser Serbia portal.