I see creativity as a method. A method that helps make something out of nothing. This “something” can be anything:
a press ad, a song, a product, a sculpture or an interactive film. The medium is irrelevant. What really matters is giving people what they want, or better yet, what they need.
And for me, it all starts with a great strategy based on real human behaviour.
I was born in Socialist Federal Republic of Yugoslavia, lived my teenage years in what was left of it (Serbia), enjoyed my 20s in that fashion and design centre that is Milan and have been living in London since the 2014 rainy New Years Eve.
My nomad way of living helped me sharpen my human behaviour observing skills. I enjoy immersing myself into a new culture, embracing what feels good about it and rejecting what doesn’t, to constantly change and evolve myself.
In my fifteen year long career I‘ve worked for both big international and small niche brands covering all types and sizes of markets: local, regional and global. I have in depth experience in agency-client relationship.
Be it in a pitch, day-to-day work or anything in between, I’m always on the front line.
The variety of clients I worked for allowed me to develop expertise in various fields of advertising:
ATL (film, press, poster, radio), BTL (design, shopper), Experiential, Digital and Social.
I’m a team player.
I enjoy working with a partner or a small team as much as I enjoy leading other teams and helping young talents grow.
While in Milan I worked as a Client Creative Director for a P&G Femcare brand Discreet.
An entrepreneurial team was scoped to make Discreet the first truly “social-by-design” brand in P&G’s portfolio.
Although Femcare is famously a no-interest category, we have managed to turn Discreet in a love brand in CEEMEA region, through top-performing TV films, best-in-class Shopper materials and more than half a million followers (in Russsia alone) on Discreet’s Vkontakte page(local version of Facebook).
My hands-on integrated approach, brought me to London where I was appointed Global Social Creative Director
for P&G’s biggest Femcare brand, Always.
My task was to lead the digital/social creative teams and create brand building ideas and content. While based in London,
I was reporting directly to our Global Creative Director in Toronto, and I was client facing. A few of the achievements of this period were a series of ads for Always Night that became the most liked and shared Facebook campaign ever for
a Femcare product, and the #LikeAGirl campaign, the most viewed in the history of P&G and the 3rd best ad ever on YouTube.
After 3 years in London a new challenge brought me back to Milan. I was appointed Digital Creative Director for Heineken globally. My role is to help create digital campaigns that are perfectly in line with Heineken’s ATL communications and grow a culture where integrated campaigns will be a natural environment for creatives to live in.
I partnered closely with the Global Head of Digital Strategy to develop the Mobile First global strategy for Heineken and used that starting point to develop campaigns for Heineken’s F1 and UEFA Champions League sponsorships, Heineken “Credibility” and “Drink Heineken Responsibly” platforms as well as brand building campaigns and the launch of Heineken Light, Heineken 0.0 and Heineken Wild Lager Series.
I’m also an amateur film director and have co-directed content produced for a variety of brands.
I’ve also written and directed a short film.
My work has won more than 130 local and international awards including 31 Cannes Lions and 12 D&AD pencils.
My short film ‘Cognite’ was selected by multiple festivals, Raindance Film Festival being one of them.
I play basketball twice a week, enjoy a good powder day in the mountain and occasionally curse while playing tennis.
I speak fluently 3 languages and can order coffee and ask for directions in another two.
For more information about my education, work experience and awards please visit my LinkedIn page: uk.linkedin.com/in/milosobradoviccreative
If you would like to get in touch, please e-mail me at shilmo@yahoo.com