Small Agency of the Year, International: Bruketa & Zinic OM

Croatian Firm Innovates in the Most Unexpected Places -- With Effective Results

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Croatia isn't typically seen as a hotbed of creativity, but ad-industry observers might change their opinion once they see the work of Zagreb-based Bruketa & Zinic OM. Since creative leaders Davor Bruketa and Nikola Zinic founded the 68-person independent in 1995, it has consistently delivered some of the freshest brand ideas on a diverse set of platforms. Among them, the agency's groundbreaking twists on the typically boring annual report like a recent one for oldest client Adris Group, whose pages literally glow when warmed by human touch.

The agency also applied its smart design thinking to packaging. Its unusual label for wine brand Stina is a blank slate meant to acknowledge the brand's roots as birthplace of local artists and foster the creativity of those who drink it. Six months after launch, according to the client, it helped land the wine on the menus of Michelin-starred restaurants. Its rethink for Jaffo biscuits brought modern edge and personality to the brand, increasing sales volume 12.5% compared with last year. The agency also staged a public mutiny against mobile-network operators as part of a subversive campaign to encourage crossover to client Tele2.

The ideas aren't just creativity for creativity's sake. In 2012, the agency ranked the second-most-efficient independent agency in the world, besting agencies like Wieden & Kennedy and Jung von Matt, according to the Effie Effectiveness Index.

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