Mitja Tuškej - Digital Day 2017
Mitja TuškejSpeaker
Managing director - Direct Media Slovenia

Mitja Tuškej was born in 1961. He finished studying at the Faculty of Economics at the University of Ljubljana.

He started his professional career in 1984 with the huge Slovene trade company. He did his traineeship there and, just after finishing it, he took over Management of the Division / Department of Planning and Analysis.
In 1992 he became a partner at Formitas BBDO agency where he is still part of the team as a Brand Strategist. From 2013 he is executive director of Direct Media office in Slovenia.
He specializes in analysis and strategic planning. His first love remains the same – how to make a perfect journey for a Brand in competitive market.
He most enjoys preparing complex strategic plans for Brand on all levels. Putting complex data into a logical framework is his biggest advantage. His most respectable sentences are “The reality of brand is their perception, without knowing how your brand is perceived among competitors you can’t create a long-term brand success”.

In 2015 he wrote a book “No friends, no brands” which was choosen as a Marketing book of the year in Slovenia. In 2016 his book was starting with the sales also in the Region.
Mitja is a very passionate mountain biker. Each year he discovers a different parts of Europe where climbing with the bike on the peaks over 2.000 meters is for him a little “piece of cacke”.


How to integrate digital communication and physical retail?
Targeting youngsters and involving them into the retail brand nowadays isn’t easy business at all. You have to catch them and involve them into the brand on their own way and through their communications channels. There is the fact that their way of thinking is “new” and “new” is their attitutde towards brands. Youngsters don't have a historical point-of-view and they don't see a »good old« brand as a treasure, as an object which has a special meaning for »elder people« by building there's identity.
There is a fact, that to target youngsters is difficult. »Old« ways of thinking isn't enough anymore. Everybody who is responsible for the brand have to go behind the data, have to go as much as possible deep into the incite of target group. To discover what is the real reality in youngsters brand world is crucial. How they react and on what type of communications they will react in the way in which the brand will catch them and get them in the brand world.
In strong competitive retail market we found a right way how to attract youngsters and show them that the low price isn't the only decisional factor when choosing your retail shop chain. With the strong communication story told (also) through social network channels we told to youngsters in Slovenia that the Brand can be the strong factor and can play »the game« with youngsters to be the part of their identity.