Yes, changes make the world spin faster and faster. Yes, we need to keep up with technology, stay curious and explore the new platforms and channels available to us. Yes, it feels like everything changes every second. And yet, some things, the ones that truly matter, stay the same, says Juraj KováčCreative & Strategy Director at THIS IS LOCCO and President of ADC Slovakia.
Juraj is the President of the Internetics Jury this year, a competition bringing together 28 agencies and companies with 150 submitted projects. The winners will be announced on November 25th during the Internetics 2024 Awards Gala.
“What truly surprised me was how much heart I saw in the work. Even with all the technology, the best ideas were always about real, human stories – that’s what makes them stand out,” says Juraj.
We talked with Juraj about technology and creativity, his experience as President of the Internetics Jury, and how the industry is evolving under the influence of AI.
Working in the creative field in 2024
In 2024, working in the creative field feels like riding a wave of continuous evolution. The beautiful part is that creativity has fewer boundaries than ever—technology has expanded our toolkit, allowing ideas that once felt out of reach to come to life. There’s immense freedom in the ability to blend AI, storytelling, and interactive media to shape unforgettable experiences.
But with this freedom comes the challenge: the pace. Creativity in 2024 means keeping up with technology, audience shifts, and evolving client needs, all while staying authentic and grounded in our principles. It’s rewarding but relentless.
But for me personally the most beautiful part is still the basics – getting challenging brief from client and coming up with never seen before solution that solves the problem. And at the end creating an ad that people love.
Your beginnings in the industry
Every day felt like an adventure. It was all about taking risks and figuring things out as I went. Advertising consumed me so much that I was in the office late every night, surrounded by a group of equally crazy people who were just as passionate. Those early days taught me to stay curious and to never shy away from the unknown.
How has your perspective on the industry changed
Well i started as a copywriter and ideamaker, making it to creative director and at the end of day i became also strategy director. So my view also changed from small to big picture. Back then, I saw every campaign as a one-off challenge. Now I see how each project fits into a brand’s bigger story. My role has grown from just coming up with ideas to making sure those ideas work in the long run and actually help brands grow.
The creative lessons of the last years
Adaptability is everything. Audiences change, platforms change, and we have to keep up. I’ve also learned that while data is great, the heart of creativity is in those unexpected twists—the surprises that stick with people. And at the end of day, fundamentals never change, authentic emotions drive people the most.
The advertising industry in Slovakia in 2024
We are dealing with the same challenges and opportunities as everywhere in the world. We’re working to attract young talent, integrate new technology, address societal changes, and navigate cautious clients. It’s a chapter of growth, adaptation, and balancing tradition with innovation.
Changes in the creative process
Tech has made things faster and more collaborative. AI helps us generate ideas or handle the boring stuff, so we have more time for the fun parts. But there’s a risk that too much tech can make everything feel the same. The trick is using it to make our work better without letting it take over.
A word you don’t want to hear anymore in advertising
“Disruption.” It’s lost its edge. Also “purpose” is crazily overused.
I would much rather hear words as “funny” and “exciting” our lives are way too serious, lets help people have more fun.
The experience of being the President of the Jury of the Internetics competition
It’s been amazing! What really surprised me was how much heart I saw in the work. Even with all the tech, the best ideas were always about real human stories—that’s what makes them stand out. What surprised me was the number of jurors, never been president of such a big jury and i loved it. It was interesting seeing how one work was judged on different day with different jury. And the whole organising was superb. Shout out to Andra and Teo!
Digital trends in Slovakia
I see a big focus on hyper-local content. Brands are getting better at connecting with people in ways that feel personal and true to Slovakia mainly in e-commerce. There’s also a lot happening with immersive experiences—using AR and VR to bring people closer to brands—and sustainability is huge. And also AI, but that has been the topic for quite some time.
How do you keep up with new tech
Im naturally curious person and we have very tech driven culture in THIS IS LOCCO so yes i want to keep up.
There’s definitely also pressure, but I try to stay curious and have fun with it. I don’t need to be an expert in everything, but I love exploring what’s out there and finding ways to use it creatively.
Creativity & technology
I think tech and creators are going to keep working hand in hand, but it’s so important to keep the human touch. Technology should be our assistant, not the boss. Staying focused on empathy and storytelling will help us keep the work real. The technology will democratise creation even for those who are not handy with the craft.
If the future belonged to robots, what else would you do?
Ideally founder of the largest robot store in Europe 😀
Source: www.iqads.ro
