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COMMUNICATIONS 2016 SECTOR IN SERBIA

S P E C I A L

E D I T I O N

INTERVIEW

An Ever Faster World In times of abundance, consumers want even faster gratification, through the means of novel real-time products, services and experiences. Agencies that are still focused on the TV centric world need to reconstruct fast and find the talent required to turn big data into creative campaigns

DOMINIC LYLE, DIRECTOR GENERAL, EUROPEAN ASSOCIATION OF COMMUNICATIONS AGENCIES (EACA)

lthough economic problems in China and the immigrant crisis in Europe negatively impacted business, global spending on advertising in 2016 might get some growth – predominantly from BRIC countries rather than from Europe - with funds mainly going on digital and especially mobile as the Generation C overtakes the scene, says Dominic Lyle, Director General of the European Association of Communications Agencies. EACA is an association that brings together the advertising, media and sales promotion agencies across Europe, enabling international experience and

erised, community-oriented, always clicking consumers who live in a time of abundance of products, brands and experiences, and want everything now. Second, there is a rise of a sensory emotive Web (Web 5.0) and new types of online social and business networking where quality is much more valued than quantity, and members are very selective about whom we share that experience with. Such development ask for a new approaches in communication including much more reliance on big data sets and application of data-based knowledge as the ultimate need for

the industry in order to stay on top of the advertising trends. Furthermore, such developments open many questions regarding data security and data measurement.

- Our priorities in 2015 were focused in three main areas: legislation, where the revision of the Data Protection Directive was a key milestone in the European Commission’s drive to create the Digital Single Market; fighting for a positive outcome absorbed a lot of our time & energy! education, where we have continued to develop our various training products aimed at young professionals, academics & students; and working with IAB Europe towards industry-wide, consistent standards of practice on a range of issues to be published in 2017 - trading on Viewable Ad Impressions, Brand safety (piracy, fraud), non-human traffic (fraud, spiders/bots, malware) and the delivery of ad impressions to specific target groups. For the year ahead, we will be working on the revision of the Audiovisual Media Services Directive, celebrating the 20th anniversary of the Euro Effies and relaunching the corporate identity for EACA and our education and training portfolio in February.

• What were EACA’s priorities in the past year and what will they be in the year ahead?

• The EACA has just made public its European Advertising Business Climate Index report. In which ways do changes

THE ACCUMULATION, INTERPRETATION AND APPLICATION OF DATA-BASED KNOWLEDGE WILL BECOME THE KEY GOAL FOR THE INDUSTRY issues to be shared and dealt with on a pan-European basis. There are many new trends that are shaping our world and they have great influence on how the communication agencies must deal with new customers’ needs. First there is a rise of Generation C, connected, communicating, content-centric, comput-

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in the global economy and geopolitical tensions impact on this index? - To a considerable extent. It was very noticeable that the economic problems in China and the confusion created by the immigrant crisis in Europe, both had an immediate impact on European business confidence levels – the next report will be issued end January , so we can then see whether the impact has lasted. • What is the prognosis like when it comes to global spending on advertising in 2016, and towards which communication channels is that funding gravitating? - The prognosis seems to be gradually upwards, but growth is more likely to come from BRICS countries than Europe; the trend is still toward digital and especially mobile.

a need for ever shorter product / service development cycles; Generation Connected – or Generation C — are connected, communicating, content-centric, computerized, community-oriented, always clicking. As a rule, they were born after 1990 and lived their adolescent years after 2000. This is the first generation that has never known any reality other than that defined and enabled by the Internet, mobile devices and social networking. The link between them is that Generation C lives in a time of abundance

• What will the future trends in the communications industry be like? - Data-driven. The accumulation, interpretation and application of databased knowledge will become the key goal for the industry. • What are the biggest problems and obstacles facing communications agencies today? - Many agencies are still modelled on a TV-centric world – the biggest challenge is to restructure for the new era, but also to find the talent required to turn the understanding & interpretation of data into creative campaigns. • Would you explain the terms Nowism and Generation Connected, and the link between them. - Now-ism describes consumers’ ingrained desire for instant gratification, which is being satisfied by a host of novel, important (offline and online) real-time products, services and experiences. Giving consumers what they want is not a new development – what is new is the required speed. Consumers live in a very fluid present, and that is where brands needs to be, to adjust to consumer culture at the fastest possible speed. The result is

ing for in the next phase of online social and business networking is to get a real human experience and to be very selective about whom we share that experience with. In order for that to happen we need quality profiles, not just showing words, but also profiling rich material such as video and photos, using tools to directly interact by voice and (online) personal presence if possible (web-conference and sharing). Up to now these tools have been very immature, technical by nature and hard to install or use on our computers. Most of the new technologies seemed to have to go through a 'trough of disillusionment' but are now in a maturing phase. The next generation internet is very transparent, it will show exactly where you are, who you are and what you are doing or want to do using those new maturing technologies. So it is time to really think about the message you are sending out with your online profile. Ning.com is a first example where people can create their own

IT IS A GREAT SHAME THAT, DESPITE NUMEROUS ATTEMPTS, THE AGENCIES IN SERBIA SEEM UNABLE TO AGREE ON A FORMULA WHICH ENABLES THEM TO COLLABORATE AND FORM ASSOCIATION of products, brands and experiences. There is no need for them to wait for anything because they can get it immediately when they want (NOW). This is partly possible due to the fact that they are always connected and that the majority of things are available to be bought or acquired online. • What is Web 5.0 and what does it bring us? - Although affections, feelings and emotions have been gaining relevance in society and scientific thought for more than a decade now, in the future, we will be dealing with a sensory emotive Web (Web 5.0) more than ever before. Web 5.0 is the environment where every aspect is holographic, including senses. En route to that, what we are look-

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social niche network. Small niche networks are very targeted, offer rich profiling and that is where the value is even if there are just a handful of members there. It's the quality of members that count. • How would you comment on the fact that there is no association that gathers together communications agencies in Serbia? - It is a great shame that, despite numerous attempts, the agencies in Serbia seem unable to agree on a formula which enables them to collaborate. EACA has national association members in 30 countries and Serbia is conspicuous by its absence from that group. EACA is willing to assist in any way to help overcome whatever obstacles are causing the hold-up. ■

COMMUNICATIONS SECTOR IN SERBIA

SOCIAL MEDIA

Key Social Media Trends in 2016 The digital challenge in 2016 is the managing of the increasing complexities and opportunities of social media to strike a responsive sweet spot. To better understand the current mechanics of engagement, it is essential to map which social media trends are likely to continue to grow in 2016.

hile social media will and does change the face of your business, few small and mid-sized businesses understand how to go about it. Most common is the belief that posting selforientated content on social media will instantly build a Twitter, Linkedin or Facebook audience. Here are 5 key 2016 social media trends that you should look out for that we are molding social media strategy around in the upcoming year: FACEBOOK IS SHUFFLING THINGS UP It would be no surprise actually since Facebook continues to dominate the social media world. For many businesses, Facebook is turning out to be a boon with the one-click ‘Buy’ button feature where users can directly purchase anything on the sponsored post directly from their app. Another important feature that will increase Facebook engagement is the Instant

time you are launching a Facebook ad, scour through the data on their website to create targeted campaigns. LIVE STREAMING WILL GET BIGGER If you thought Snapchat stories were taking the world by storm, you should watch out for Periscope. Getting acquired by Twitter is the first step towards changing just how real-time the world is about to get. Now you can shoot a video and instantly post it for the world to see unlike earlier where you would shoot and later post it. It’s already become a rage with over 2 million Periscope viewers collectively watching somewhere around 40 years of video every day! Periscope will particularly work well for small businesses that are looking for inexpensive ways to advertise and reach out to their customers. It doesn’t just provide a scope for

EQUIPPED WITH UPCOMING SOCIAL MEDIA TRENDS FOR 2016, AND AN INTELLIGENT IMPLEMENTATION STRATEGY, YOU SHOULD BE IN A BETTER POSITION TO TAKE PROFITABLE DECISIONS AND CREATE SUCCESSFUL DIGITAL CAMPAIGNS Articles feature where you can read content directly on the Facebook app without getting directed to the host website. For instance you want to check out the current news on The Independent, and you click on their link on your Facebook app, the article would pop right up on your Facebook app. Also, there’s been a shift in demography when it comes to Facebook users. As the younger users continually shift to platforms like Instagram and Tumblr, Facebook is being actively used by baby boomers now. Next

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creating quick product guides, sales pitch, and tutorials, but it also humanizes the brand and adds a fun interactive element to it. APP USAGE WILL BECOME BIGGER Google’s Equipped with these upcoming social media trends for 2016, and an intelligent implementation strategy, you should be in a better position to take profitable decisions and create successful digital campaigns update that hashed rankings of top websites because it wasn’t mobile friendly is just one way to show just how im-

portant Google deems handhelds to be. Having a mobile version of your website just won’t cut it anymore. You need to put the same – if not more – focus on your business app as you do on your website. And this goes not just for your apps but also how your apps are linked with various social media platforms. We frequently optimize your apps to rank better and make sure these function flawlessly and browsing and transactions are both quick and safe. RISING PRIVACY CONCERNS Whether it is the Ashley Madison aftermath where personal data was hacked and released, or the fact that users are already turning to platforms like Snapchat that promises secure ways of sharing details, privacy and safety concerns are at an all-time high. We recommend you ensure and assert your users that their data – personal and financial – are both safe and secure with your website. E-COMMERCE WILL KEEP INCHING UP Almost everyone shops online, and some users only shop online. E-commerce will continue to be on a rise, so if you are a new e-commerce venture starting out, make sure you leverage your marketing and advertising efforts right and reach the prospects because the prospects are increasing in number. The ‘Buy’ button feature on social media is a great way to both reach out to customers and give them the option of directly purchasing. Equipped with these upcoming social media trends for 2016, and an intelligent implementation strategy, you should be in a better position to take profitable decisions and create successful digital campaigns. ■ Sources: Britannia Communications

ANY 2012

INTERVIEW

Low Budgets and (too) High Expectations A challenge, again, in the coming year will be the (mostly) unrealistic expectations of clients that it is possible to achieve excellent results with minimal budgets, as well as an most common expectation that a company can develop itself thanks to increasing sales rather than investing in education and training! NATAŠA PAVLOVIĆ BUJAS

Founder&Managing Director at Blumen Group d.o.o.

gencies, today, often fail to take the place of being the most important partners of the clients overall growth, believes Nataša Pavlović Bujas, Founder&Managing Director at Blumen Group. • Which channels of communication could be utilised to improve the efficiency of budgets intended for advertising? - By doing business in integrated communications for many years in the past, we have been convinced numerous times that advertising is only one aspect of informing the public, and does not mean proactive communication between stakeholders. Because of that fact, the success of every campaign depends on the knowledge and skills of those who create it to effectively integrate all the elements of marketing communications and public relations, as well as all elements of offline and online communications. • What do you consider as being the “golden rules” of market communication? - The “Golden Rules” of marketing communications change in accordance with the requirements and expectations of the market. Consumers today are very conscious, critically approaching both products and the way producers communicate with them. The quality of products and services is now more of an imperative than ever before, and communication guided by the true identity of a company and its products is the highest guarantee of successful market positioning.

• What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations? - Local agencies, like our whole market, are a little bit autistic. Today, when communication is considered one of the mandatory skills of each manager, and positioning in the market is treated as a basic business discipline regardless of your core business activities – agencies should be the most important partners to companies and institutions in defining and implementing

your competitors and what makes you stand out on the market? - For many years ago we have dealt with strategic communication only as a one segment of the strategic planning and business goals of our clients. And that’s what makes us different. We have been consultants to many small and medium-sized enterprises, for more than 15 years, and that’s why we’re listed as a consultant in the Small Business Support Programme developed in Serbia by

WE HAVE BEEN CONSULTANTS TO MANY SMALL AND MEDIUM-SIZED ENTERPRISES FOR MORE THAN 15 YEARS, AND THAT’S WHY WE’RE LISTED AS A CONSULTANT IN THE SMALL BUSINESS SUPPORT PROGRAMME DEVELOPED IN SERBIA BY THE EUROPEAN BANK FOR RECONSTRUCTION AND DEVELOPMENT, AS WELL AS A CERTIFIED CONSULTANT FOR SME DEVELOPMENT BY THE FORMER NATIONAL AGENCY FOR REGIONAL DEVELOPMENT – TODAY’S DEVELOPMENT AGENCY OF SERBIA business goals on the Serbian market, as well as on international markets. It seems to me, however, that they are not fully aware of that fact, nor are they sufficiently prepared for this role today. The vast majority of them are focused only on certain segments of communication – such as advertising activities, media relations, event management and social media. • How do your activities differ from those of

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the European Bank for Reconstruction and Development, as well as a certified consultant for SME development by the former National Agency for Regional Development – today’s Development Agency of Serbia. For our clients we create communications platforms, channels and tools that result in growth in profits and the overall growth of companies, and that is what we are recognised for on the Serbian market. ■

COMMUNICATIONS SECTOR IN SERBIA

INTERVIEW

Extremely Exciting Communication in 2016 It becomes increasingly difficult year after year to predict the trends and what awaits us in the year ahead. The reason for this lies primarily in the rapid development of technology that results in changes in how businesses operate, as well impacting on the evolution of our industry – public relations MILENA AVRAMOVIĆ-BJELICA

Executive Director, Chapter 4 Communications Consulting

hanks to the development of technology, entirely new channels of communication have emerged in just the last few years. It started with social media, via blogs, YouTube channels etc., up to Ericsson’s announcement of its Digital Dude service, which will – with the help of sensors no larger than a shirt button and a smart app – create personal virtual assistant – a socalled digital butler for various things. However, let’s get back to what awaits us in 2016 in the field of communications. For many years there has been talk about the traditional, written press release statement and how it will disappear as a PR tool, due to the development of the internet and social networks. I’m certain that still won’t happen in 2016, and probably not in the foreseeable future. But the way of communicating – the way Apple and many other companies have applied for years, through video conferencing, webinars, video tutorials and the like – will certainly develop further. Companies will increasingly communicate with their customers in this way.

the content being promoted, which should also contribute to reducing their impulsive reactions, especially on social networks, which can inflict serious harm on companies (perhaps the best example is the case of Tonus, which we had recently). Google Search has become the first step in personal and professional informing, and there’s no need to discuss the importance of online reputation any further. At agency Chapter 4 we are continuously conducting training with clients, including cross-border campaigns. We advise them on how to create their internet presence in a controlled manner, and how the content can be planned strategically, systematised, attractive, and well adapted

CONTENT, WHICH HAS BEEN THE MOST IMPORTANT ELEMENT FOR AS LONG AS PUBLIC RELATIONS HAS EXISTED, WILL THIS YEAR BE ADJUSTED EVEN MORE TOWARDS TARGET GROUPS (TARGETING AUDIENCES), USING THE MOST VARIED PLATFORMS AND TOOLS Content, which has been the most important element for as long as public relations has existed, will this year be adjusted even more towards target groups (targeting audiences), using the most varied platforms and tools. Likewise, care must also be 4 | INTERNATIONAL GERMANY 2012 taken to ensure users are educated through

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to target groups. I would also highlight a relatively new target group, the so-called Millennials, who are becoming increasingly important year on year, because during these years they are actually the largest consumers of what companies offer, regardless of what those companies do.

As such, 2016 is key year for them to be included in communications efforts, if you haven’t done so already, as well as adapting your campaigns to their digital habits. Something I see as one more challenge for communications this year – though it has lasted for years – is the impossibility of placing information in the media if you are not an advertiser. This is a serious problem and we understand the media houses, on one hand, because advertising is the only form of financing for most of them. However, on the other hand, this practice means media consumers remain deprived of information and the media loses its primary role of informing. Unfortunately, there is no end in sight. I hope media companies will be more flexible and that important news released by companies (such as, for example, support for local communities, research relevant to the market etc.) as positive examples will be reported regardless of whether the company is an advertiser or not, and that, on the other hand, companies will – given the importance to them of their news also appearing in the print media – find room in their advertising budgets to include print in their campaigns. The public relations industry has undergone extreme changes in recent years and continued to develop very dynamically. Working in the sphere of communications today is extremely exciting and challenging, and – given the aforementioned technological developments that open up new possibilities – we must monitor changes and trends constantly and carefully, and additionally educate ourselves in order to be successful. ■

INTERVIEW

Short, Powerful Messages Needed More and more clients are talking about their return on investment in advertising. We at Communis use the same shortcut for relevance, originality and impact, as our base approach in creating successful marketing communication LEA STANKOVIĆ

Digital Creative Manager at Communis

e are still in the midst of an economic crisis, which is reflected hugely on our clients – their business decisions, as well as communication – says Lea Stanković, Digital Creative Manager at Communis.

• How do you envisage the business climate for the functioning of agencies in 2016? - It is, and will continue to be, challenging - Serbia is a small market, budgets are modest and payments are often late. Our industry is very competitive and making things even more difficult is a lack of regulation, especially in terms of bids and pitches. We are awaiting the new Law on Electronic Media, which will set up rules and hopefully create some order in the world of advertising, but there is still plenty of room for improvement.

success in business. At the moment, everyone is talking about digital as a cheaper and more effective channel of communication, but the fact is that anything can become effective when used creatively. • What do you consider as being the “golden rules” of market communication? - Creativity, originality and relevance are elements that are important for every type of communication. All these together should lead to an efficient advertising message. More and more we hear clients talking about ROI, which represents the basic measurement for every penny invested, even in advertising. Our ROI stands for something else, but also ensures that the clients get theirs. ROI, as in Relevance, Originality and Impact, is the basis for the creation of our marketing communication messages. • What are the current issues of the profession and the future challenges that

of an agency. Needless to say – this is not good, neither for agencies, nor for clients. Secondly, there is content and promptness of reaction, and new solutions agencies have to deliver quickly. Consumers are easily bored and this has led to shortening of information, which has forced us to become more creative in order to grab the consumer’s attention. Another big challenge for us is finding young, talented people that want to work in advertising. It is an exciting, creative and rewarding profession, but its downsides often prevail – stressful work, under pressure, with tight deadlines and long hours. • How do your activities differ from those of your competitors and what makes you stand out on the market? - We at Communis believe in good and different communication and partnership with clients. We don’t rush after the latest fads, but consider the channels we use

WE AT COMMUNIS DON’T RUSH AFTER THE LATEST FADS, BUT CONSIDER THE CHANNELS WE USE CAREFULLY SO THAT WE CAN PROVIDE AN INTEGRATED AND POWERFUL MESSAGE. THAT ALSO BROUGHT US THE AGENCY OF THE YEAR 2015 AWARD

• Which channels of communication will have to be faced by local agencies in could be utilised to improve the efficiency of budgets intended for advertising? the fields of marketing communications - Effectiveness depends on how certain and public relations? - The economic crisis introduced new rules channels of communication are used. If we to marketing. Nowadays it is the procuresend a generic message, which blends in with ment departments that play a major role in the majority of advertising slogans or other the process of choosing a marketing or PR commercials – then it will not be effective. 4 | INTERNATIONAL GERMANY 2012 agency to cooperate with, and it is people Luckily, many companies are aware without a marketing background who make of the importance of communication in decisions about the quality and creativeness building their reputation and achieving

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carefully so that we can provide an integrated message, which will be noticed by our specific target audience. This is not something that just sounds nice. We talk the talk and we walk the walk. The results of our work have been recognised by our clients, but also among our colleagues, who named Communis Agency of the Year 2015, as part of the UEPS annual awards. ■

COMMUNICATIONS SECTOR IN SERBIA

INTERVIEW

New Tools for Successful Campaigns Everywhere in the world, and especially on our market, marketing is facing pressure to rationalise budgets and secure the greatest possible return on investment. In such conditions, our experience is that the best results are achieved through a sophisticated combination of Science and Art in the dimensions of advertising

JOVAN STOJANOVIĆ

Managing Director at Direct Media

ome advertisers recognise the crisis as a time when it is necessary to make a long-term invest in its position on the market, so I believe that in the future we will also be a good ally of companies and brands in making informed and timely decisions, says Jovan Stojanović, Managing Director of Direct Media, who expects another challenging year in the domestic advertising industry. • How do you envisage the business climate for the functioning of agencies in 2016?

where in the region. Total consumption in Serbia is not recovering at a pace that we would like, as a result of the harsh fiscal consolidation measures, and many companies are facing reforms and also turnarounds in operations, due to the process of harmonising domestic legislation with that of the EU. In such circumstances, it is logical that there is a sense of caution in the implementation of business strategies, which can reflect on the communications industry in the form of a smaller number of campaigns and budget cuts for advertising.

THE TWO KEY DRIVERS OF CHANGE IN OUR ADVERTISING INDUSTRY THAT WE EXPECT IN THE FUTURE ARE THE GROWTH OF “ECOMMERCE” AND, CONSEQUENTLY, ON THE BASIS OF COLLECTED ONLINE CONSUMER DATA, “AUDIENCE BUYING” - The business environment has not supported the players in the communication chain for a number of years. And 2016 will be no less challenging, judging by the macroeconomic indicators and the general developments on both the domestic market and else-

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However, it has turned out that some advertisers recognise precisely such a situation as their chance to utilise the crisis conditions and additionally investment in order to occupy a position that they will collect on during the years ahead.

• Does Serbia have adequate infrastructure that would enable agencies to implement global trends and standards, and thus effectively service the needs of advertisers? - Absolutely. The resources exist – both technological and human. The famous multidisciplinary qualities and proactivity of our profession is increasingly apparent in specific campaigns and projects. I would remind you that Programmatic buying came to fruition on our market very soon after its global launch. That advanced model of digital media leasing, as well as advertising on Twitter and Instagram, was introduced first in our region by Direct Media. Apart from that, in the project “Telenor banker”, for which we last year won important regional awards, we apply multiple technology platforms, such as virtual reality, which are currently also the latest trends in the world. In agencies we have the knowledge and people who can implement the most sophisticated projects that become examples of successful campaigns at the level of large international groups.

It turned out that it was precisely this innovation and implementation of the latest trends, that was crucial to the pitches final outcome. • Which channels of communication could be utilised to improve the efficiency of budgets intended for advertising? - I would say that the whole mindset of agencies should change and thereby generate greater efficiency of advertising messages more than communication channels that are limited to individually placing messages could do. Our understanding of our clients’ businesses, and also advertising, results in our focused being on our clients’ results – on their ROI. Everywhere in the world, marketing is now facing pressure to rationalise budgets and provide a greater return on investment. On the other hand, media fragmentation and the wealth of information on the internet today provide incomparably greater creative space than when we had less media and scarce information about consumers. Our approach to advertising is based precisely on a model which combines Science and Art dimensions. It is based on precise mathematical analyses formulated through tools that predict the

relations between brands and consumers, as well as in cooperation between agencies and clients. We are witnessing the fate of many major brands that have succumbed to pressure to make change in the communications environment and have not remained true to their identity, thereby losing the confidence of consumers. The same analogy can be applied in business communications, where each party wants to know what it can count on in the long term. Staying true to your own values, and building relationships of trust in which both sides will grow in the long term only through such a partnership, is the only winning combination.

THE BIGGEST CHALLENGE IS HOW TO ADAPT TO THE CURRENT MOMENT OF MARKET DEVELOPMENT… THE ADVERTISING INDUSTRY SOMETIMES LOSES THE RACE AGAINST TIME, AND IS SOMETIMES WAY AHEAD OF ITS TIME IN RELATION TO THE DEVELOPMENT OF NEW TECHNOLOGIES IN THIS REGION result of sales and other effects of advertising. At the same time, it draws on the breadth of creativity for the best placement of advertising messages, because the ultimate goal is to find the user and to communicate with him in a way that suits him. As far as channels of communication are concerned, the potential of digital advertising in Serbia is high, although it is still below the trends in Europe, where in some markets internet advertising has already surpassed investments in advertising on television. • What do you consider as being the “golden rules” of market communication? - Consistency and confidence – both in

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• What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations? - The biggest challenge today is not only understanding the so-called “Consumer Journey”, i.e. the way the consumer, in this era of networked communications, decides to buy a product and become a loyal customer, but rather in knowing how to use this insight. In this sense, it is essential to have more education of everyone in the field and to work continuously on improving existing models of communication. One of the challenges is

adequately adapting global trends to the local market. The era of digitisation and hyper-personalisation has brought new channels of communication. However, the greatest challenges are how to adapt to the current moment of market development. When monitoring international trends, the advertising industry sometimes loses the race against time, and is sometimes way ahead of its time in relation to the development of new technologies in this region. The focus of our industry will continue to be on the consumer and understanding what his drivers are. The sector has begun, and will continue, to move towards a clearer definition of its impact on ROI and the direct measurability of this parameter. The two key drivers of change in our advertising industry that we expect in the future are the growth of “ecommerce” and, consequently, on the basis of collected online consumer data, “audience buying”. • How do your activities differ from those of your competitors and what makes you stand out on the market? - We are a local “self-made” agency that has grown for the past 15 years and we are proud of that fact. We have grown from a media agency into a media system that can today manage the communication process from the emergence of an original product idea, to participation in the creation of the product and its sale to consumers through an advertising message. Thanks to our partners – some of the largest advertisers on the market – we have an opportunity to realise some of the most innovative campaigns. World leaders, the ones that dictate trends in the global advertising, engage us in collaboration on the markets of the region where we operate, because they, like us, believe that our network of employees can deliver on such serious projects. I expect that we will very soon be able to offer, again as the first in the region, a unique tool for measuring the performance of campaigns based on an econometric model that we are developing completely in-house, as was the case with all previous tools to date. ■

COMMUNICATIONS SECTOR IN SERBIA

INTERVIEW

Time to Create New, Fresh and Bold Ideas Knowledge, hard work and dedication are the universal answers to the challenges of this industry, in which new trends – and the speed at which they change – represent a test for all of us

NEVENA KURTOVIĆ

Managing Director at Fusion Communications

ike never before, advertisers and agencies have the opportunity to listen to the consumer, the audience, and engage them in two-way communication that will lead, if executed properly, to the growth of the position of their brand, as well as brand loyalty, says Nevena Kurtović, Managing Director at Fusion Communications. • How do you envisage the business climate for the functioning of agencies in 2016? - Every new year represents a new challenge that we face in this industry. Even though it might seem that it will be a tough year to face, I think anything can be overcome if you are armed with knowledge, hard work and dedication to your business. As years pass, so trends seem to move faster, thus we all have to be versatile and to handle this and

tening to the consumer has become a must in any communication. We now have the possibility to fully hear the consumer, the audience, engage them and have two-way communication that, in the end, leads to growth in the position of a brand, as well as brand loyalty. Fair play among all of us in this industry can only lead to a strong market, emphasising quality and strengthening our profession. • What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations? - I believe that new trends, and the speed at which they are changing, are a challenge to all of us. The “millennials” are a very important target group and we all have to strive

THE “MILLENNIALS” ARE A VERY IMPORTANT TARGET GROUP AND WE ALL HAVE TO STRIVE TO UNDERSTAND THEM AND THEIR NEEDS, WHILST CONTINUING TO COMMUNICATE PROPERLY WITH OTHER TARGET GROUPS stay in touch with novelty, integrating it into our initial, core businesses. • What do you consider as being the “golden rules” of market communication? - Fair play and innovation. I think that bold steps lead to change, thus I will always encourage that be taken one step forward. Without that, I don’t think anybody can truly communicate the full value of the brand. Lis4 | INTERNATIONAL GERMANY 2012

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to understand them and their needs, whilst continuing to communicate properly with other target groups. It is important for all professionals in the marketing industry to be in touch with the audience, to truly hear them and to create new, fresh and bold ideas. • How do your activities differ from those of your competitors and what makes you stand out on the market?

- I think we have a very strong and big market and it would be very unprofessional to talk about what we do better or, to put it in true words, what we do different. Last year was a challenging year for us, as we had the integration of two companies – Direct Media Public Relations and Spark, BTL and event. This led to the mutual name of Fusion Communications, offering clients integrated marketing services. I believe strongly that our employees and clients are the key indicator of our success and that investing our knowledge in them is the key to ensuring a successful and operational business. • How ready are companies in Serbia to invest in the education of their communication employees or to pay for the services of professionals in this field? - Every professional and successful company invests in their employees and education is definitely one of the most important segments to provide growth in any sector, especially in the communications segment, allowing them to follow trends and implement them in the right way, which can only benefit the company. • What are your plans like for your further development? - Our concentration is on creating interesting integrated campaigns and, while staying loyal to our core business – namely PR, BTL and Social Media Marketing – continuing to push forward, creating new and interesting things. ■

ANY 2012

CORPORATE

Eight trends to Shape the Year Grayling aims to remain tech-savvy, forward thinking PR advisors able to help clients attain their goals and live up to current market requirements GRAYLING’S 8FOR16 TRENDS

e at Grayling think that 2016 will be full of good opportunities, and we will try to remain tech-savvy, forward thinking PR advisors who can help clients reach their targets and keep up to date with the current requirements of the market. The good thing about communication in the digital era, on social media platforms, is that it does not matter if you sit in Belgrade, London or New York. It is happening globally, everywhere. Here are the eight communications trends we would like to present: #1 Brands will have to establish social relevance, as well as product relevance. #2 We will see consumers take ownership over their personal data and become more sophisticated in the way they integrate, benchmark and compare it, to gain insights into their behaviour and improve their wellbeing. #3 Video is going to kill just about every other medium in 2016, as it continues its seemingly unstoppable takeover of the global web. #4 We will see rapid changes in consumer behaviour, as the shar-

GRAYLING HAS RECENTLY ANNOUNCED ITS “8FOR16” STUDY ON COMMUNICATIONS TRENDS IN 2016, TO HELP CLIENTS STAY RELEVANT ing economy mainstreams across markets. #5 People will shift from broadcasting content on public newsfeeds to more intimate connections with small fluid groups via messaging apps, text and email. #6 As mobile becomes the dominant platform for communications globally, and contactless payment figures soar, 2016’s consumers will demand instant gratification and ever more frictionless experiences. #7 People will continue to make the shift from consumer to citizen as they work together to demand transparency, mobilise support and affect change. #8 Relationship marketing has never been more important, and in 2016 art will triumph over science and imagination will matter at least as much as effective data crunching. ■ For more information about the “8for16” study, please visit http://www.grayling.com/us/insight/. You can contact the Serbian Grayling team on: Tel +381 (0)11 328 7080

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COMMUNICATIONS SECTOR IN SERBIA

INTERVIEW

Communications Industry as a Driving Force Despite the expectation of even lower advertising budgets in 2016, I&F McCann Grupa expects a successful year, because it manages to offer clients a unique quality of service on eight markets in SEE TIJANA ŠKORIĆ TOMIĆ

Executive Director at I&F McCann Grupa

his year will be even more challenging for agencies than last year, says Tijana Škorić Tomić, Executive Director at I&F McCann Grupa. • How do you see the previous period and how do you envisage the business climate for the functioning of the agency in 2016? - Last year was a successful one for I&F McCann Grupa. Despite the bad economic indicators, the constant reductions in advertising investments, the development of new services and

sition process for McCann and Universal McCann in Croatia. That was a very intensive process, with which we finalised our strategic position in the 8 countries in the region. I am proud of the awards we received, which bear witness to the fact that, even in difficult times, we remain faithful to the quality of service that we provide to our clients. Here I am primarily thinking of the SAM Award for Regional Project, as well as McCann Beograd being recognised as the most successful agency of the year on Festival “Kaktus”. In 2016, unfortunately, I don’t think there will be significant changes. The investment activities of advertisers

CONSTANT DEVELOPMENT OF OUR TEAMS, EDUCATION AND EXPERIENCE THAT WE HAVE, AS WELL AS THE TOOLS WE POSSESS, ENABLE US TO OFFER CLIENTS COMPREHENSIVE AND HIGH-QUALITY SERVICES BOTH IN SERBIA AND SEE the provision of the best service to our clients, we succeeded, in business terms, to complete the year successfully. The crisis did not discourage us, but rather inspired us to develop further. Last year was also marked by the successful completion of the acqui-

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will remain at a similar or slightly lower level. The trend of budget reductions will continue, while the absolute focus in the selection of agencies will continue to be focused on price. Our preliminary internal estimates indicate that the market will be 10-15 %

lower compared to 2015. The struggle continues and we will continue with the strategy of growth through export and the detection of new synergies. • Companies operating in the market of Southeast Europe increasingly demand an integrated service on multiple markets from agencies. I&F McCann Grupa operates successfully on eight markets. How do you respond to these demands from companies? - The idea of I&F McCann Grupa founder Srđan Šaper, to build a system that operates in multiple markets, has influenced us to constantly move towards selection of the best personnel, while on the other hand we work on efficiency and build relationships with business partners that will exceed the standard of a specific market. Our comparative advantage is that to each and every client, in multiple markets, we can provide services of the same quality – from strategic planning, creative, media buying, to digital and production. A unified, integrated team, constant education and the experience we have, as well as the tools we possess, enable us to provide comprehensive high quality services to our clients.

An additional challenge is that we don’t only operate on markets that are linguistically close to us, but rather also for other European markets. An example of that is Schweppes, for which we work on 23 markets, and Air Serbia on some campaigns for 16 markets. The consolidation of our operations in SE Europe, positioned us to become one of the world’s biggest affiliate partners of McCann Worldgroup. That is a confirmation of our long-standing partnerships with one of the leading international companies, which see us as a reliable and successful partner. • Does Serbia have adequate infrastructure that would enable agencies to implement global trends and standards, and thus effectively service the needs of advertisers? - I believe that adequate infrastructure exists, or could exist. The question is how much of its profits each company wants to invest in constructing that. We are doing that, and doing so continuously. Our clients recognised us as a partner that can provide services for their brands on various markets

proprietary tools, strategic planning, where necessary forming of regional teams, providing best in class integrated or specialised services. Client satisfaction is measured by agency evaluations that are carried out according to a previously agreed schedule. That is an excellent process that constantly indicates what can be done better. Where clients do not insist – we insist. The second parameter is familiarity with a client’s business model. Then an agency also receives the role of a business consultant. We monitor clients’ goals and understand their consumers and users, and thus we participate in building the company’s brand, whether this relates to creative

OUR PRELIMINARY INTERNAL ESTIMATES INDICATE THAT ADVERTISING MARKET WILL BE 10 TO 15 % LOWER COMPARED TO 2015, BUT WE ARE CONTINUING WITH OUR GROWTH STRATEGY THROUGH EXPORT AND THE DETECTION OF NEW SYNERGIES that are characterised by specific economic, social and cultural contexts. We are characterised by the possession and use of global know-how, which we combine with a profound knowledge of local markets and consumers. • What do you think are the key factors for clients when selecting an agency? And what is required to forge good relations between advertisers and agencies? - One selection parameter is the quality of service, which is reflected in the satisfaction of clients with the service they receive. This entails, strong and educated team with experience, our investment in research, use of various

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campaigns, media placements, digital or creating a specific content . In the end, clients have their own KPIs that they must satisfy. We are part of this strategic process from their side. The third is certainly prior experience and the trust that is essential for long-term, high quality cooperation. We constantly monitor the results of clients’ campaigns and compare them to their business results. Their success is also our success. • Where do you see the future of advertising? - In personalisation, which does not mean rejecting the use of traditional media, but rather integration with

digital media. We are bombarded on a daily basis with different messages and contents. The modern consumer today has the “right to vote” through content sharing and comments, through which they are involved in the process of creating and changing brands through social media networks. It is no longer enough to be innovative and interesting. It is necessary, in this “forest” of different messages, to get through to the consumer. It’s all about discovering and taking advantage of that relevant moment. This requires experience, expertise, intuition and creativity in order to discover and “target” that moment. And we have that and are capable of that. • What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications? - We have invested a lot in communication that relates to our industry, our agencies, projects, but primarily is focused on our people. We educate the public through our constant activity in professional and business associations, because it is important for the public to understand that marketing is definitely not “selling fog”. Also we are very dedicated in improving our industry’s legislature and ethical standards, we have actively participated in composition of new Advertising law that will be in harmonisation with EU regulation. Further, as one of the initiators and future founders, we are working on establishment of advertising selfregulatory body. Industry representatives should contribute additionally to improving overall awareness, in order to ensure better understanding of the fact that marketing is an essential link in the successful operations of any company in the world. It is not sufficiently known how much the communications industry, as part of the creative industries, contributes to GDP, how many people it employs, and in which way it represents the driving force that inspires and launches further development. ■ www.ifmccann.com

COMMUNICATIONS SECTOR IN SERBIA

INTERVIEW

More Creativity with More Modest Resources Competition is fierce, budgets are small, and all agencies are fighting for their survival by offering some corporate advantage. In such circumstances, it is imperative to find time for creativity and to take advantage of all the communication channels offered to us MARINA GRIHOVIĆ

General Manager of PR agency Headline & partner at digital communications agency Dkit

n the eight years it has been present on the market, Headline has managed to attract clients among large multinationals, local companies and domestic and foreign institutions. We build our success on the premise that we do not only offer clients expert assistance in the field of communications, but rather a primarily friendly approach and readiness to assist in resolving all the dilemmas they face, says Marina Grihović, General Manager of PR agency Headline and partner at digital communications agency Dkit. • How do you envisage the business climate for the functioning of agencies in 2016? - The first part of the year ahead will be marked

cussing budgets and the allocating of ever less money for promotional activities, and the fact that we will have to adjust and save even more during 2016. However, through new channels and the synergy of activities, we are also trying to convince clients that we are indispensable to them and that we impact on their business success and results. To conclude - the business climate is not good, but that is just one more business challenge. The most important thing for Headline is to preserve the quality of services and – by following trends in this area – offer good communication through new channels.

• What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations? - I won’t be saying anything new if I emphasise that it is necessary to define the rules of the game within our profession. A shift in the last year or two can also be seen among some enthusiasts from PR companies who are really launching initiatives that should help us in this. Competition is fierce, budgets are small, and we are all fighting for our survival by offering some corporate advantage. As such, I think the second current question is how to allocate and find time for creativity.

• What do you consider as being the “golden rules” of market communication?

• How do your activities differ from those of your competitors and what makes you stand out on the market? - Headline has already been present on this market for eight years and it collaborates with large multinational companies, local enterprises and domestic and foreign institutions in Belgrade and beyond. Our clients know that they do not only have communications experts, but also friends who are always there to help and resolve the business dilemmas they face constantly. What sets us apart are, first and foremost, people – wonderful colleagues dedicated to their job, but also to good socialising. Without them, this story would not have lasted almost a decade. The second factor is our dear colleagues from other agencies and the desire we share to exchange experiences and knowledge, and to raise our whole communication story to a higher professional level. ■

DURING 2016 WE WILL HAVE TO ADJUST AND SAVE EVEN MORE, BUT ALSO TO TRY – THROUGH NEW CHANNELS AND THE SYNERGY OF ACTIVITIES – TO CONVINCE CLIENTS THAT WE ARE INDISPENSABLE TO THEM by elections and that will have a major impact on activities in the field of communications. Although major changes are not expected – based on the experience of previous election cycles – some companies are retreating and waiting until this process has been completed, while some continue to communicate according to the timeline established for 2016. This applies primarily to multinational companies. And when it comes to agencies, they will have to adapt to both social trends and the business plans of their clients. 4 |The INTERNATIONAL GERMANY 2012 fact is that we are increasingly dis-

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- Be clear, be honest and be consistent. It is important to add to these familiar rules that which is brought by the technological revolution that we are all witnessing – the need to monitor and adjust to developments in the world of communications. I personally think that the essence of everything is good news – that’s how it was a hundred years ago and it is the same now. What has changed and is one more golden rule is the speed at which we now release news into the ether. With a good selection of channels, we can achieve what ever we want.

INTERVIEW

Hybrid Thinking - Key to Success The final destination of our clients’ business is growth achieved in a profitable way. Our agency exists to provide the shortest, and preferably most remarkable, journey to that destination VERA LLOYD-THOMAS

owner of Kreativa New Formula / customer experience strategist

n order to understand the complex dynamics of that journey, agencies need to employ hybrid minds, says Vera Lloyd-Thomas, owner of KREATIVA NEW FORMULA.

• How do you envisage the business climate for the functioning of agencies in 2016? - I think politics and global contracts will dictate where the majority of advertising budgets go. Budgets will more and more go to digital media and digital communications platforms. The falling purchasing power of consumers will continue to influence brand spending. The less they spend, the more demanding clients become! But this is situation we have learnt to live with. So, every year again we take on the challenge. • Does Serbia have adequate infrastructure that would enable agencies to implement global trends and standards, and thus effectively service the needs of advertisers? - I think that the creative industry, including those dealing with business consulting will, by the nature of things, follow the latest trends. And with the internet that shouldn’t be a problem. It would be great if the communications industry was more interconnected via an independent industry organisation. Larger markets are more organised and industry interests are better represented. We have tried to have that kind of organi-

sation and there are good people still working in our common interest. The truth is that common interest is hard to find. I believe this is due to the way our “market” was constructed, the involvement of agencies in politics, and other transition issues. • Which channels of communication could be utilised to improve the efficiency of budgets intended for advertising? - The essence of marketing is “customer centricity”, so there is no unique channel or

fields of marketing communications and public relations? - Our industry has to face the same challenges as other industries. For the digital transformation of business that companies and agencies need to apply, some money needs to be invested in education, and economic uncertainty doesn’t make that decision any easier. • How do your activities differ from those of your competitors and what makes you stand out on the market?

THERE ARE NO GOLDEN RULES, THERE ARE ONLY INDIVIDUALISED SETS OF SOLUTIONS THAT ARE DIFFERENT FOR EVERY CLIENT AND ARE BASED ON MEASURING THE CUSTOMER EXPERIENCE strategy for all businesses. We decide on the channels once we determine the problem of a particular client. • What do you consider as being the “golden rules” of market communication? - When I plan a campaign, I try to act as if there are no rules. There are only individualised sets of solutions that are different for every client and are based on measuring the customer experience. • What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the

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- Creativity that can be measured: everything we do for our clients brings positive change to their business, which can be measured, from transitive measures like “awareness”, You Tube views (our TVC for Tempo had more than 400,000 views), up to direct commercial results in sales increases, leaps in market share etc. Just look at the results of Societe Generale Serbia, for example. That’s “hybrid” thinking: business understanding that leads to powerful marketing strategies; a creative force that turns our advertising into content that people enjoy and like to share, and the overall result is positive for our clients. ■

COMMUNICATIONS SECTOR IN SERBIA

INTERVIEW

New Challenges – New Market It is unlikely that the domestic market will recover financially this year. In these conditions, the boldest agencies will turn towards the global market the fastest, with a fully integrated approach and the strategic management of talent MIRO ANTIĆ

Partner and Co-Founder, M2Communications further development of communications services. The boldest agencies will also turn towards the global market the fastest, with a fully integrated approach and the strategic management of talent.

onsumers are the ones who increasingly rapidly process information and make decisions, and our industry is the one that should, in an original way, create a bridge between brands, products or services, and consumers. In this regard, our domestic market is at least a decade behind some neighbouring countries, says Miro Antic, Partner and Co-Founder of M2Communications. • How do you envisage the business climate for the functioning of agencies in 2016? - Advertising agencies have been confronted by great operational challenges in recent years. The constant trend among customers is: more, faster and better for less invested funds and resources. The slogan “the strongest survive” has forced agencies to raise their standards, change their mindset

• Does Serbia have adequate infrastructure that would enable agencies to implement global trends and standards, and thus effectively service the needs of advertisers? - This is the age of instant communication and the great din emanating from the endless waves of information that wash over us every second. Consumers are the ones who rapidly process information and make decisions, and to ensure that decision is the best it is not enough to be just an impulse, rather you also need a certain type of experience, or interactions between brands, products or services, and consumers. What our industry can offer in the best way are precisely models for the creation of experiences, or experiences and sharing them. From the perspective of a creative and “event” agency, the domestic market is at least a decade behind some neighbouring

WE ARE ALSO RECOGNISED ON OTHER MARKETS WHERE WE OPERATE AS A “HIGH-END” AGENCY, FOR WHICH ORIGINALITY AND QUALITY REPRESENT A UNIQUE SELLING PROPOSITION and learn to cope with many difficulties. It countries, while any comparison with the is thankless to predict whether there will be biggest and the leaders is almost unimaginable. The problem is not only in technological a noticeable shift for the better in 2016. It is and infrastructural capacities or budgets, essential to advance the business climate in but rather also in the perception or incomour country and for Serbia to gradually fix 4 | INTERNATIONAL GERMANY 2012 plete understanding of specific areas of its competitiveness on the global market. market communications, among those in this As things stand, agencies must themselves process who are often the decision makers. create new markets and the potential for

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Customer requirements are high, and the level of development of communications services must have adequate growth in order to provide efficient, innovative and original solutions. In order to ensure this growth, it is necessary for companies to more clearly oversee their own market potential in relation to the importance of the role of the marketing industry in society and the economy of a country. As such, greater investment is also essential. • How do your activities differ from those of your competitors and what makes you stand out on the market? - A specific “coolness” factor, as part of the company's overall culture, is something that customers and partners recognise and is a reason why they like to be involved in our story, which is comprised of imagination, ideas and good “vibes”. We nurture friendly relations with clients and have a distinctive approach to work. Creative power, artistic sensibility, the view that something that acts beyond the boundaries of feasibility should not be reduced to a reasonable level, but rather push back those boundaries, as well as attention to detail, are some of the key features in the work of our teams. We constantly look ahead and utilise effective solutions in a unique way, such that we can boast of a rich portfolio and recognition in the world of communications. It is important for us that we are also recognised on other markets as a “high-end” agency, for which originality and quality represent a unique selling proposition. With a high level of quality of operations, we shape trends and transform ideas into communication projects that inspire and drive to action. ■

INTERVIEW

PR as a Means of Creating a More Humane Society Although we live in the digital era, it has never been more important to show a human face, empathy and honesty, which creates the space for the media and the public to respond in kind. “Good” companies will have a better reputation than those that are “successful”, while only those that are good will be successful

BRANKA CONIĆ

PR Director at Agency New Moment

f you have a good idea you will also have good PR, says Branka Conić, PR Director at agency New Moment. That is a recipe for success that is valid regardless of market changes.

• How do you envisage the business climate for the functioning of agencies in 2016? - Ever more company managers are taking over regional functions, while those agencies that provide support to their clients on as many markets as possible will have an advantage over others. For the client this means reducing costs, centralising concepts, implementation by local teams of agencies and clients, and consolidated oversight.

• Does Serbia have adequate infrastructure that would enable agencies to implement global trends and standards, and thus effectively service the needs of advertisers? - The central infrastructure of an agency is comprised of its creative potential, ideas and a strong thought behind each of them. If we establish things in that way, young creative people from our country can undoubtedly stand shoulder to shoulder with leading experts and big names elsewhere in the world. Last year our New Moment network alone won two Cannes Lions at the city’s festival of creativity, where over 40,000 ideas from all over the world compete, and four awards at Golden Drum, the largest regional festival. Digitisation has contributed to an increasing number of our people creating ideas for foreign markets, thus one advert created by our creative team in Belgrade will find itself featured in the ANY 2012 best known media in New York.

• What do you consider as being the “golden rules” of market communication? - The fact is that the media do not want to write about products and their characteristics. They want to write about what is new and innovative, because if you have a good idea you will also have good PR. Creating content that is sufficiently alluring and attractive to media serves to draw attention and provoke strong emotions, but also to promote a company or its brand, and that is what we want to achieve in PR. • What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations? - Companies are increasingly under pressure

tion than those that are “successful”, while only those that are good will be successful. • How do your activities differ from those of your competitors and what makes you stand out on the market? - At the heart of our company are creativity and a belief in the power of good ideas to change the world. In the last few years we are proud to have received awards for projects that help resolve important social problems, and here we come to one of the most important goals of our profession. One of our most awarded projects was the one to promote Serbia’s Paralympic champions,

THANKS TO THE PENETRATION OF DIGITISATION, AN INCREASING NUMBER OF OUR PEOPLE ARE CREATING IDEAS FOR FOREIGN MARKETS, THUS ONE ADVERT THAT WAS CREATED BY OUR CREATIVE TEAM IN BELGRADE WILL FIND ITSELF FEATURED IN THE BEST KNOWN MEDIA IN NEW YORK to operate transparently, with everyone able to contact you directly, comment on your work, have an opinion and share it with others, and that’s why control is becoming increasingly difficult. Although we live in the digital era, it has never been more important to show a human face, empathy and honesty, which creates the space for the media and the public to respond in kind. Otherwise, with cold and depersonalised statements you are yourself establishing the tone with which other will communication with you. “Good” companies will have a better reputa-

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while through communication we helped to find a new home for the Children’s Shelter, and last year we tried to provide our contribution to resolving the problem of human trafficking... On the other hand, we work for the biggest and most successful companies, for which we create a complete strategy of relations with all target audiences, and we are always expected to do that in a unique and original way. One of our main postulates is to promote PR as a means of creating a better and more humane society. ■

COMMUNICATIONS SECTOR IN SERBIA

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COMMUNICATIONS SECTOR IN SERBIA

INTERVIEW

Golden Rule of Communications: Reject Golden Rules! If we want our clients and brands to be able to move ahead of the competition, we need supply diversification, which is proof that “golden rules” should be rejected MARKO PEŠIĆ

Client Service Director @ OvationBBDO

he field of marketing communications is anything but calm and stable, but is this market uncertainty discouraging? For Marko Pešić, Client Service Director at advertising agency OvationBBDO, these challenges should be used as incentives for improving the quality of services agencies provide. • Does Serbia have adequate infrastructure that would enable agencies to implement global trends and standards, and thus effectively service the needs of advertisers? - The mission of every agency in Serbia is to fight for a position in which it would be able to set new trends and create standards

use mainstream media in the right way. On the other side, our market longs for adequate use of online channels and that’s something that should be considered by both agencies and clients. In our opinion, we need to explore the existing scope of opportunities, accept specific client demands, utilise that experience and then craft unique, tailor-made solutions for every brand separately. • What do you consider as being the “golden rules” of market communication? - Every agency should have its own operating rules. That would help in establishing a more competitive business environment and, consequently, increasing the quality

AT OvationBBDO WE ARE GUIDED BY THE FORMULA: LEARN FROM THE BEST, BUT BEFORE THAT – CREATE PRODUCTIVE AND EFFICIENT ECO-SYSTEMS IN-HOUSE applicable to the market in which we operate. In that sense, efficiency depends on how capable we are of responding quickly to clients’ needs, using standards we have primarily set for ourselves. That’s why we, at OvationBBDO, have developed this formula: learn from the best, but before that – create productive and efficient ecosystems in-house.

of the services we providing. The effect of this approach is supply diversification, which is proof that “golden rules” should be rejected. In the long term, that would provide an opportunity for clients and brands to move ahead of the competition. That’s why we least like to hear “we want this kind of campaign” or “we want the campaign you crafted for that other client”.

• Which channels of communication could be utilised to improve the efficiency of budgets intended for advertising? - There is no concrete answer to this, since there are still plenty of opportunities to 4 | INTERNATIONAL GERMANY 2012

• How do your activities differ from those of your competitors and what makes you stand out on the market? - This is a question our clients would answer better. What we are proud of is our corpo-

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rate culture, based on the simple approach that all of our employees are free, creative and responsible, first of all to themselves, then to their colleagues and, at the end of the day, to our clients. Self-esteem is the root of mutual respect and that is something we at OvationBBDO firmly believe. • What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations? - Adaptation, innovation and investments. Most of the business circumstances are given, which requires constant improvement and innovation at every level. OvationBBDO investments are based on something we like to call a smart approach – acquisition of fresh talents with different backgrounds, integrating them into existing settings, permanent specialisation and education. This works both for our employees and the people we mostly cooperate with – our clients. • How do you envisage the business climate for the functioning of agencies in 2016? - I do not expect it to necessarily be different from last year, even having in mind early elections that will most certainly occupy the mainstream media in the spring. Clients’ activities will be relocated to other channels, but expectations will not be reduced. Our job is to propose adequate solutions and keep campaign efficiency at the expected level. ■

COMMUNICATIONS SECTOR IN SERBIA

INTERVIEW

Think Pink and – Red Continuous improvement is the best way to deal with the challenges of digitisation and the constant economic crisis that makes it even more difficult for us to follow world trends. Adaptation to change will define our future success DANIJELA POPOVIĆ JURIĆ

General Manager & Owner, Red Communication

lthough online media have opened up unimagined possibilities for communication, Danijela Popović Jurić, General Manager & Owner at Red Communication, is convinced that the winning campaigns are those that rely on everything, including traditional channels of communication, television and the press. • How do you envisage the business climate for the functioning of agencies in 2016? - An interesting year in every way is ahead of us; one more year filled with challenges. New forms of communication, advertising, new technological solutions, and many more interesting possibilities are waiting for us to take advantage of their full potential in 2016. What is essential in order for us to stay in the game is to constantly inform and further improve ourselves in the dynamic and challenging field of marketing.

I earn I will invest in people. Well-established infrastructure is a very important factor in the work of a successful PR agency, but I am of the opinion that people are still a much more important factor. High-quality, well-informed individuals willing to cooperate and eager to learn are a much more important factor in fulfilling and professional servicing the needs of clients. When it comes to what’s actual about Serbia’s relationship towards the outside world, it is a fact that our experts are not lacking when it comes to familiarity with technologies, trends and information. Poor operations and the leading of clients is more likely to be a result of the incorrect application of knowhow than infrastructure. • Which channels of communication could be utilised to improve the efficiency of budgets intended for advertising? - The world of advertising has changed with the expansion of digital channels of communication. We started to think “online” and to esti-

THE FACT THAT WE LOVE OUR “CRAZY JOB” IS SOMETHING THAT DRIVES US EVERY DAY TO BECOME EVEN BETTER AND MORE SUCCESSFUL The business climate will not be much different than in previous years, in some places “cloudy and rainy”, and extremely variable, but I believe that with good ideas and creative thinking it will be a mostly sunny year. It is important to think pink, not to say think red.

mate, from the devising of each campaign from the start, how it will fare on social networks. Although I believe in new media and the limitless possibilities offered by the implementation of good ideas, I am convinced that the winning campaigns are those that succeed in integrating their message through a range of different • Does Serbia have adequate infrastructure channels that consumers encounter, and that that would enable agencies to implement also includes traditional media, such as televiglobal trends and standards, and thus effec4 | INTERNATIONAL GERMANY 2012 sion and print media. tively service the needs of advertisers? - People, people, people... people are an agency • What do you consider as being the “golden and I constantly repeat that. And every penny rules” of market communication?

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- For a good market, as well as for any type of communication, I think two things are necessary – careful listening and honest speaking. If you are not a clear, concise and emotional communicator, you may be able to mask that temporarily and achieve momentary success, but in the long run that will not lead you to success. • What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations? - Budget shortages bring lots of problems and challenges. Likewise, social networks, which influence public opinion increasingly, also bring with them problems and major crisis situations. Constant improvement is the best way to deal with the challenges placed before us by the accelerated digitisation of everything and the constant economic crisis that makes it more difficult for us to follow world trends. Adaptation to change will define our future successes, and the public relations sector is facing changes more than ever. The further professionalisation of PR and higher quality education will encourage positive changes and the accepting of ever more frequent innovation in our field. • How do your activities differ from those of your competitors and what makes you stand out on the market? - We laugh and sing a lot. I’m joking a little, but it’s true. We have a wonderful and creative team that is dedicated to customers, which has allowed us to double in size in less than a year. We enjoy cooperating with the media and I have to admit that this love is mutual. The fact that we love our “crazy job” is something that drives us every day to become even better and more successful. Business is like love – if you love, you give yourself fully, if you don’t, then nothing. That’s why our trademark is a heart. ■

INTERVIEW

How to Catch and Keep Consumer Attention The biggest challenge is how to apply the golden rule – be in context, be relevant and be loved – in this time of the atomised attention of consumers. The Serbian market is very late in implementing new approaches, such as social listening and brand intelligence

MIRKO MANDIĆ

Managing Director and Co-founder of SVA

ards, and thus effectively service the needs of advertisers? - The challenge for which we are seeking a response is the atomisation of the attention of consumers. Social listening and brand intelligence are becoming increasingly indispensable approaches for maintaining the sprinter’s pace at which consumers receive, reject and handle old and new needs and messages. The Serbian market is lagging far behind in this respect, although there are some interesting attempts. The challenge is SMEs. The infrastructures of agencies in Serbia were developed for “large” advertisers. This

arketing agencies face numerous challenges on the market. Some of them are local, where constantly reducing budgets dictate the trend of constantly reducing costs at the expense of compromising business models and creative solutions. Others are global, as is the case with the ever more fragmented attention of consumers, who it is hard to catch and keep for a particular product or service. The third is systemic in nature and also local – most domestic agencies are focused on major advertisers, while SMEs do not fit into this offer format. Each of these three challenges requires agencies constantly improve their techniques and adapt to the latest dictates of the market – in which the Serbian market is generally lagging. At the end of the day, everything boils down to the golden rule of the profession – be in context, be relevant and be loved. How that works in practice has been demonstrated successfully by SVA for over 25 years – all information, if you know how to package it, can be made irresistible, says Mirko Mandić, managing director at SVA.

• What do you consider as being the “golden rules” of market communication? - Be in context, be relevant and be loved.

• Does Serbia have adequate infrastructure that would enable agencies to implement global trends and stand-

• What are the current issues of the profession and the future challenges that will have to be faced by local agen-

cies in the fields of marketing communications and public relations? - The trend of buying as many agency services as possible for the lowest possible amount of money is a trend that we follow superbly in Serbia. The danger exists that we will commit collective business suicide and contract creative impotence if we continue rushing in that direction. • How do your activities differ from those of your competitors and what makes you stand out on the market? - There is a simple way of creating information so that it becomes irresistible under certain circumstances, no mat-

THE INFRASTRUCTURES OF AGENCY IN SERBIA WERE DEVELOPED FOR “LARGE” ADVERTISERS AND IGNORE SMALL AND MEDIUMSIZED ENTERPRISES. WE WILL THIS YEAR TRY TO RESPOND TO THIS BUSINESS CHALLENGE WITH AN INNOVATIVE CONTENT PLATFORM year we will try to respond to this systemic frustration and business challenge with an innovative content platform.

4 | INTERNATIONAL GERMANY 4 | INTERNATIONAL GERMANY 2012 2012

ter if that seems almost impossible at first. All you have to do is to package it irresistibly. We have been confirming for 25 years that we are excellent in doing that. Last year, for the #biramzivot (#Ichooselife) campaign for the Ministry of Transport and ABS, we showed once again how that is done in public interest campaigns, and the campaign “Sa Sikom nema sikiracije” (With Sika there’s no bother), with Boda Ninković in the profit sector. ■

COMMUNICATIONS SECTOR IN SERBIA

INTERVIEW

Creativity Moves the World Communication channels will differ and there will be new ones, but the branding process and good ideas will always be crucial. A good tune sounds good on any instrument TIJANA ADAMOV

Managing Director, Scholz&Friends Belgrade

lobal marketing strategies are effective only if they are executed with consideration for the fact that local clients need local people and local practice. Only then are they truly effective, says Tijana Adamov, Managing Director at Scholz&Friends Belgrade. • How do you envisage the business climate for the functioning of agencies in 2016? - Change is always the result of an idea. Creativity moves the world, which is why it will survive in a changing world. Agencies will have an opportunity to establish new markets, create new content, impact public opinion and improve people’s lives. Scholz&Friends Belgrade, the

global marketing strategies with centrally established rules and standards to the specifics of the local market. Local clients need local people and local practice. That is more relevant. We should give our best in terms of creativity and local insights, and the technology will follow. • Which channels of communication could be utilised to improve the efficiency of budgets intended for advertising? - Solutions should not be “ready-made”; solutions must be “tailor-made”. Communication through multiple channels is already a standard, but integrated communications is not a matter of trend. The choice of communication channels is the result of thinking and the conclusion of quantitative and qualitative analysis. The most efficient and the most effective meeting points with target audiences determine the mix of communica-

LAST YEAR WE WERE VERY SUCCESSFUL. WE WON THE FINALIST AWARD AT THE DIGITAL COMMUNICATION AWARDS IN BERLIN, THE GOLDEN DRUM AWARD AT GOLDEN DRUM IN PORTOROŽ, AND 14 PRIZES AT THE UEPS AWARDS Orchestra of Ideas, will continue with sustainable projects that make a difference. Last year we initiated the completion of the unfinished work of Stevan Mokranjac, thereby giving a timeless contribution to Serbian culture. • Does Serbia have adequate infra4 | INTERNATIONAL GERMANY 2012 structure that would enable agencies to implement global trends and standards, and thus effectively service the needs of advertisers? - Scholz&Friends Belgrade is transferring

24 COMMUNICATIONS SECTOR IN SERBIA

tion instruments. On top of that, having a good idea is the most important element. If you do not have a good tune, it will not sound good on any instrument. • What do you consider as being the “golden rules” of market communication? - Efficiency is the most important thing in communication. Creativity matters because it presents a tool for effective communication. Last year we were very successful. We won the Finalist Award at the

Digital Communication Awards in Berlin, the Golden Drum Award at Golden Drum in Portorož, and 14 prizes at the UEPS Awards (Association of Serbian Market Communications), including the prestigious Dragan Sakan New Idea Award. • What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations? - I don’t think agencies will ever stop delivering in terms of strategic thinking. Channels will differ and the new ones will emerge, but the branding process and good ideas will always be crucial. That is similar to being human. Technology will improve, the revolutions will happen, but that does not interfere with our essence and uniqueness. That is why I think our most important mission is to nourish creativity and strategic thinking. • How do your activities differ from those of your competitors and what makes you stand out on the market? - We are the only agency that can offer the unique combination of German efficiency and local creativity. Our trademark method – “Orchestration” – is based on one strong conducting idea and the harmonious integration of different communication channels. Orchestration ensures effective use of the entire communication spectrum and adaptability to the everchanging market environment. A strong conducting idea leads to a higher degree of campaign success and efficiency, preventing the waste of both the client’s resources and communication messages. ■

INTERVIEW

In Our Desire for Uniqueness We Must Not Forget the Essence Today both clients and agencies are striving to be special and different, and in that pursuit they often forget the essence – why consumers and partners love and value them. We believe in the principles of ethics and creativity and communicating essential messages NATALIJA RACKOVIĆ

General Manager at V+O Communication Serbia

ur task and responsibility – as someone who has an opportunity to create, shape and change public opinion – is to constantly shift the boundaries of professional communications, says Natalija Racković. • How do you envisage the business climate for the functioning of agencies in 2016? - Viewed analytically, 2016 will be a very challenging year, in economic terms, but also in the sense of the market and politics. We are awaited by parliamentary and local elections, the opening of some negotiation chapters and the announced restructuring of the public sector, while there is also the migrant crisis, as well as changes in the political and economic directions of the activities of

• What do you consider as being the “golden rules” of market communication? - Communication can contribute significantly to the value of a company and its brands. However, only ethical, professional and responsible handling of communication can provide the basis for a company’s long-term success, growth and development. We’ve all witnessed the lightning fast success of individuals and companies that end up, after a certain period of time, experiencing equally dramatic falls and failures. The reason lies in the fact that these successes were not based on real values and professional business principles, as well as communicating. That’s like when you have a nice colourful balloon that everyone admires for a moment, but that is empty inside and is so “thin” that it threatens to burst and explode into

OUR TASK IS TO LEARN ABOUT OUR CLIENT’S BUSINESS DEALINGS AND INDUSTRY, AND TELL THEM NO UNRESERVEDLY IF WE NOTICE THAT A DESIRE FOR INSTANT SUCCESS IS LEADING THEM TO A DEADLOCK, BUT ALSO TO BRING NEW GLOBAL MARKETING AND PR TRENDS TO OUR MARKET neighbouring countries. Agencies that deal with communication are not isolated islands and cannot operate in isolation from the environment on the market in which they are located. Just as each challenge carries a particular opportunity, it is crucial to scrutinise, monitor and adapt to changes on the market and in global marketing and communications trends. Under such circumstances, it is essential for our agency to retain its basic course of action, but also to remain or become a catalyst for growth, together with our clients.

4 | INTERNATIONAL GERMANY 2012 COMMUNICATIONS

SECTOR IN SERBIA

a thousand pieces at any moment. Our task and responsibility – as people engaged professionally in this business and with an opportunity to create, shape and change public opinion – is to constantly shift the boundaries of professional communications. It is also necessary for us to say NO to the client when we see that they have an idea or desire for an instant, quick-fix solution that could lead to deadlocks. Our task is to learn from our clients about their industry and their op-

erations, but also to bring to our market global trends, innovations and examples of good marketing and communications practices. • How do your activities differ from those of your competitors and what makes you stand out on the market? - Today everybody is trying to be different, to be special, but I’m afraid that in that desire clients and agencies sometimes forget the essence. They forget the reasons why consumers buy and love their products, why their partners and customers value them; they forget what it is that makes their business operations successful and why their employees believe in them... Guided by this consideration, we did precisely what we advise our clients to do by posing the right questions, discovering our essence and, on the basis of that, set a new V+O slogan – “Hub of creativity, catalyst for growth” – and the values that guide us in our daily operations. 1. One: We are one. One team of passionate, diverse, creative individuals. 2. True: We are true to ourselves, to our clients, to the community. 3. Drivers: We are drivers of engagement, of success, of change. 4. Ethical: We are ethical always. This is something that we do not negotiate in our everyday work. The slogan and values of the agency were created as a result of contributions from team members in all eight countries where V+O Group operates, and they illustrate in the best way what we believe in and what sets us apart on the market. ■