Communications 2021

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NEW NORMAL — 06 WITH GOOD OLD COMPLEXITIES

TAMARA DALTROFF, EACA DIRECTOR GENERAL

PROGRESS WITHOUT 11 NOAGILITY

LARISA GRIZILO, SENIOR HUMAN RESOURCES AND CORPORATE COMMUNICATIONS DIRECTOR AT VIP MOBILE

APPRECIATE 14 SMOKERS IQOS

TOMMASO DI GIOVANNI,VICE PRESIDENT OF INTERNATIONAL COMMUNICATIONS AT PHILIP MORRIS INTERNATIONAL

THE MIGHTY & 09 COMMUNICATION TRENDS FOR 2021 MAJA STOJANOVIĆ, EXECUTIVE DIRECTOR, OLAF&MCATEER

IS NEVER 12 DIGITISATION ENDING

JELENA BAUDER, DIRECTOR, BAUDER FARMACEUTICA D.O.O

NEVENA KURTOVIĆ, MANAGING DIRECTOR, FUSION COMMUNICATION

EDITOR IN CHIEF Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com ART DIRECTOR Branislav Ninković b.ninkovic@aim.rs

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PROJECT MANAGERS Biljana Dević b.devic@aim.rs Vesna Vukajlović v.vukajlovic@aim.rs Mihailo Čučković m.cuckovic@aim.rs

PHOTOS Zoran Petrović

OFFICE MANAGER Svetlana Petrović s.petrovic@aim.rs

COPY EDITOR Mark Pullen mrpeditorial@mail.com

EDITORIAL MANAGER Neda Lukić n.lukic@aim.rs

February

BOJANA KUZMANOVIĆ , DIRECTOR OF SALES & MARKETING - GORSKI HOTEL & SPA

MILOŠ LONČAR, CLIENT SOLUTIONS LEAD FOR SEE, DELL TECHNOLOGIES

TECHNOLOGIES 16 NEW ARE ALLIES

IS PART OF 10 DIGITAL OUR LIVES

THE LEVEL OF 17 RAISE YOUR EXPECTATIONS

18 COMMUNICATION NOVELTIES

IS KEY TO 13 EMPATHY COMMUNICATION TANJA VASOJEVIĆ, COMMUNICATIONS DIRECTOR, CORPORATE COMMUNICATION DEPARTMENT, DELTA HOLDING

FINANCE Dragana Skrobonja finance@aim.rs GENERAL MANAGER Maja Vidaković m.vidakovic@aim.rs PUBLISHER Ivan Novčić i.novcic@aim.rs PRINTING Rotografika d.o.o.

Segedinski put 72, Subotica, Serbia COMMUNICATIONS 2021 Published by: alliance international media Prote Mateje 52, 11111 Belgrade 17, PAK 126909, Serbia Phone: +(381 11) 2450 508 Fascimile: +(381 11) 2450 122 E-mail: office@aim.rs;

office@cordmagazine.com www.aim.rs; www.cordmagazine.com ISSN: 2560-4465 All rights reserved alliance international media 2020 The views expressed in this publication are those of the presenter; they do not necessary reflect the view of publications published by

alliance international media THIS PUBLICATION IS FREE OF CHARGE

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TAMARA DALTROFF, EACA DIRECTOR GENERAL

By Milos Belcevic

New Normal — With Good Old Complexities W ith unprecedented turmoil, the year behind us re-shaped the world and brought some old questions and complexities to the extremes, as well as some new perspectives. The European Association of Communications Agencies: EACA, along with its member agencies, is working on the front lines for a better future of advertising and everyone in the ecosystem – from consumers and the public, who need transparency and protection, to businesses, which need equal opportunities and space to grow. Here, looking back on 2020 and forward to 2021, EACA Director General Tamara Daltrooff spoke exclusively to CorD Magazine.

Last year was a challenging year in many ways – first and foremost due to the global COVID-19 pandemic, but also with numerous political, social and ecological challenges across the globe. We would like, however, to start on a more positive note. Google became the first digital platform to join EASA, the European Advertising Standards Alliance. What does this mean for the European advertising ecosystem?

- EACA and our member communications agencies welcome Google’s active support for advertising self-regulation by becoming a member of EASA. The advertising ecosystem is only as strong as all of its players working together. Google becoming the first digital platform to join EASA is a milestone and a key achievement to secure the future of responsible advertising and consumer protection.

A new resource designed to help young people better understand the world of online advertising was launched by UK advertising’s non-profit education pro-

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gramme, Media Smart, in collaboration with the European Interactive Digital Advertising Alliance (EDAA), of which EACA is a board member. What is the importance of empowering and educating young people in this domain, and what are some of the main challenges?

- MediaSmart is doing a great job in the field of media literacy, helping young people navigate with confidence through an online world of messages and communications – including commercial advertising. This is both an opportunity and the greatest challenge. Understanding what the value exchange behind advertising is – for example free content in exchange for data – is a key to transparency and the sustainability of ad-funded business models that are often used by media. MediaSmart also helps young people better understand how digital advertising works and what choices they have with regard to the ads that they see. So far, MediaSmart has only offered its programme in the UK. There could be opportunities to expand it to other markets.

The European Commission wants to revamp the EU’s digital tax, but EACA stated that this would disproportionately hit the advertising sector, which is already suffering from the COVID-19 crisis. What would be the consequences of such a tax? And could there be some better alternatives?

- As you mention, there are agencies that are struggling with the consequences of the COVID crisis. A digital levy – actually meant to recover investments in the EU Recovery Fund – would mean yet another blow. Moreover, the EU pressing on with its own tax while OECD-level negotiations about a global tax reform are ongoing sends the wrong message and a destabilising signal to international negotiators, threatening the EU’s credibility in those talks. A better alternative is to put full support behind the OECD process and work towards a global solution.

The introduction of such a tax would see a disproportionate burden placed upon advertising agencies. Not only would agencies have to pay the digital tax directly, but it would also result in the cost of placing ads online increasing, and this increased cost will then be passed down the supply

chain, ultimately being borne, most likely, by advertising agencies. This will result in agencies paying the digital tax not once, but twice.

What is the Immediate Impact of COVID-19 on the advertising industry? And what are some expected long-term consequences?

- Advertising budgets and advertising spend took an immediate hit, as brands responded to the pandemic. WARC has estimated that

to social media and online outlets. National lockdowns have led to changes in consumer behaviour. According to IAB Europe data, the digital video ad spend actually grew by 0.3%, in 2020, as a result of people spending more time at home streaming content. Overall, whilst digital advertising was affected by the pandemic, this has not been as detrimental when compared with other advertising mediums.

Unfortunately, COVID-19 had quite a negative impact on the advertising labour market.

Obviously, agencies are also looking into the ‘new’ way of working (remotely), travel and office space will play a different role in the future. The long-term impact on the company culture should not be underestimated the global advertising spend fell by 10.2% in 2020 compared to 2019. However, following the immediate cut in spending during the first half of 2020, the ad spend increased in the second half, especially spending related

Many have been forced to implement a range of cost cutting measures in response to the pandemic, from furlough schemes, pay cuts and hiring freezes to redundancies. Forrester have estimated that 50,000 people globally

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some of the elements in the proposal can be quite positive for the ad ecosystem and those seeing the ad, including the noted transparency rules.

will become unemployed across both 2020 and 2021 as a result of the pandemic. As a consequence, agencies have lost talent, while investment in building up new talent has been low. It will take a while for staff levels to return to those of pre-COVID-19 days.

Are there new regulations and initiatives around platforms and political advertising on the horizon? And what could be potential solutions that would benefit all stakeholders in this (advertising) ecosystem?

- In December, the European Commission published two important proposals: the Digital Services Act and the Digital Markets Act. Together they constitute a reform of Europe’s digital space and introduce new rules for all digital services, including social media, online marketplaces and other online platforms. The DSA focuses specifically on the dissemination of illegal content online.

This refers to products, services and content.

The Commission expects drastic changes in how platforms moderate and/or promote content. It also requires more transparency around online advertising on platforms.

Recipients of an ad should understand that what they see is an ad, who is behind the ad and what parameters were used to target them. The Digital Markets Act aims to make sure that businesses operating in Europe can compete freely and fairly. It addresses the “gatekeeper” problem, whereby “major providers of core platform services” block new entrants from entering the market and push prices up. Again, this includes search engines, social networks and video sharing platforms, but also advertising networks or ad exchanges. The DMA requires such providers to become more transparent.

For example, they will be obliged to give advertisers and publishers information that helps them understand the price paid for each of the different ad services.

Political advertising is not specifically addressed in these two proposals. However, the Commission should come up with a dedicated proposal in Q3 this year. This should provide further transparency surrounding online political adverts, including why an individual is seeing a certain political ad, who paid for it, how much was paid, and what micro-targeting criteria were used.

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How does 2021 look for the advertising industry – and what would be some main trends to look out for?

- Experts have predicted that 2021 will be a year of recovery for the industry, but this is anticipated to be a slow and long recovery.

As I mentioned previously, digital advertising was not hit as hard as other advertising mediums, and digital is predicted to continue to strengthen its position within the industry, with programmatic advertising and video advertising expected to be a strong trend in 2021. We also observe that 2021 will be a ‘double’-pitching year, as many pitches were postponed until 2021. This situation is very challenging for agencies, as their workforce has been reduced. Obviously, agencies are also looking into the ‘new’ way of working (remotely), travel and office space will play a different role in the future. The long-term impact on the company culture should not be underestimated. With the first anniversary of George Floyd’s death around the corner,

Understanding what the value exchange behind advertising is – for example free content in exchange for data – is a key to transparency and the sustainability of ad-funded business models that are often used by media As well as this, the Commission is planning to further develop its work on the Code of Practice on Disinformation, with guidance expected this Spring on how platforms can update measures to stop the spread of disinformation online.

The aforementioned proposals will now be discussed at the level of the European Parliament. As we have seen in discussions preceding the launch of the two initiatives, some Members of the European Parliament are highly critical towards advertising. They see a solution in only allowing for contextual advertising, for example. The Commission has a softer stance on advertising, understanding its necessity, for example, to finance independent media. Therefore

agencies will be challenged to show progress in diversity & inclusion.

With regard to policy, the DSA and DMA will keep us busy for the next few years.

The Privacy regulation is also still on the agenda and in mid 2021 it will be decided whether we will see a new attempt at a European digital level. Then there are other developments, for example a major overhaul of regulation in the food sector. For agencies, this means renewed discussions about nutri-score, labelling, packaging etc., but also about health. Regarding the latter, we are waiting for the Commission to launch its “Europe beating Cancer” plan, which will obviously link to issues like advertising for food, alcohol or tobacco.

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NEVENA KURTOVIĆ, MANAGING DIRECTOR, FUSION COMMUNICATION

Digital is Part of Our Lives Although it has achieved many years of successful cooperation with most clients, which grow into partnerships, the Fusion Communication Agency strives to always provide more and more communicate, not just where. When you have a why, the how becomes easier.

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e want to use everything that science and technology allow today and to share that knowledge with our clients and the whole community. That is our mission, says Nevena Kurtović The digital sector demands constant improvements and learning. Will this be one of the trends in the communications field during the year ahead?

- I think we can actually say that the digital sector is not a trend that we have to get on board with, rather it is part of our lives and that train departed many years ago. It’s fast pace and change to the industry is what we have to follow and adapt to handle.

The pandemic, while being one of the biggest challenges we’ve had to face, had many lessons to teach us both privatley and professionally.

The changes we need to make, the flexibility and adaptation not just of current or planned campaigns, but of many startegies and communication plans, has challenged us and put things in a different perspective. Yes, it is a trend for sure.

However, we need to focus more on the how we

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How did your Direct NEURO research emerge?

- What is crucial is that the most important thing for decision making is to have good insights based on the most relevant data, not rationalisations. The Direct Neuro project covers both marketing and HR and allows us to really have a comprehensive view of the business, so that proposed solutions lead to better decisions and improvements. It also gives us unlimited opportunities to test, analyse, check experiences, phenomena etc.

We have “high end” technology and the highest quality equipment for eye tracking (laboratory and field), EEG, GSR (galvanic skin response), face

most lately. What we do know is that its engaged users are in the young age group (6-18), meaning that they make the ‘Toks’ and comment. There has been a rise in older users post-quarantine.

However, they seem to be more passive, in the sense that they are not content creators.

Campaign wise, there is a small number of domestic brands that actually have accounts and create content on Tik-Tok, but we’ve mostly seen influencer campaigns for now. The most popular domestic ‘Tokers’ are more or less high school age, so we can see that the trend is still among the younger population.

Have “murmurings”, half-truths, misinformation and lies about the Coronavirus and vaccines overpowered the truth?

We have so many channels and lines of communication that it is impossible to keep up. It all depends on how reliable the source is and voice analysis, while we’ve gathered together an experienced team of neuroscientists who are backed by numerous world research projects.

How has our country “received” Tik-Tok, which is a major newcomer in the marketing industry that differs significantly from Facebook and Instagram?

- Even though there are still no official statistics regarding Tik-Tok, it is more than obvious that it is the social media network that has exploded the

- Any and all misinformation, false news and similar are a danger to the truth. In this day and age we have so many channels and lines of communication that it is impossible to keep up. It all depends on what you read/listen to, where you get your information, how reliable the source is. It has become highly individualised, so answering this in general would be very hard. We would have to first establish the truth and then see whether other information casts a shade on that.

LARISA GRIZILO, SENIOR HUMAN RESOURCES AND CORPORATE COMMUNICATIONS DIRECTOR AT VIP MOBILE

No Progress Without Agility Vip mobile is a company that's shown enough courage to be the first in many things, to leave its comfort zone and shift the boundaries. That's why it's today recognised today as a pioneer and innovator, which proved to be particularly important and valuable under the conditions of the pandemic.

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Participants in communication – whether individuals or companies – are today expected to be available, responsive and fast, and networks are expected to compensate for the benefits of live conversations to the maximum possible extent.

represent a factor in the company’s advancement and further development in the long run. However, trendscanalsoheadinalesspositivedirection–as social beings, we are prone to a sense of alienation due to a lack of personal contact.

Thanks to the development of technology, things are changing at an incredible tempo in the world of telecommunications. What does this mean for online communications?

- The unstoppable and ever faster development of modern technologies has changed everyday life and shaped people’s habits, but also the

Many people will certainly continue to work from home this year.This is just one of the trends.

Could you single out some more?

- Online communication became a vital segment of internal communications for the work of companies virtually overnight. In just a few days, we secured the technical and software conditions for more than 80% of employees to work from their homes. Breaking down the boundaries of

The crisis showed how important it is to implement digitisation at different levels. The transformation of employees has become a precondition for a company’s successful digitisation. What is Vip mobile doing in that area?

-The key to every transformation, and one ofVip’s prioritiesfortheyearahead,islearning.Prioritising personaldevelopmenttodayisamatterofresponsibility that employees take on both for their own futures and that of the company. Provided this relationship is mutual and the company offers a supportive environment, co-employees have greater autonomy in decision-making, greater responsibility, but also space to learn from their mistakes, to feel internal motivation that arises primarily from the need for new challenges. In that way, they create a connection with the identity of the company, because people feel as though someone is taking care of them, that they are part of the collective and that their work contributes to something bigger. Such a relationship of mutual support leads to the creation of an agile team, one that’s resistant to external social and market challenges, even under the conditions of a hybrid environment.

Virtual communication requires a special commitment, in order to preserve team spirit and energy, and to establish an atmosphere of togetherness and mutual support. This is now the most important task of the directors, managers and HR sectors of large companies, including Vip.

To the fore today are the quality of communication and trust in the companies whose telecommunication services users choose ways they communicate. The conditions of the pandemic galvanised and directed the further development of communication platforms and tools. This has led to the opening of the next chapter in the culture of communications, both on the business and private fronts.This brings to the fore the quality of communication and trust in the companies whose telecommunication services users choose.The need for a fully comprehensive communicationprocessthatunfoldsasefficiently as possible has become of prime importance.

location opened the way for new business models and the greater employment of people from local communities. Apart from this, more work will be done on the automation of work processes and the establishing of new digital platforms that satisfy the increasingly demanding expectations of users. Numerous business processes have also undergone changes, which have a tendency to persist even after the crisis has abated. Agility andcross-functionalteamscontributetoreducing the risk of losing profits during crises, but also

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MILOŠ LONČAR, CLIENT SOLUTIONS LEAD FOR SEE, DELL TECHNOLOGIES

Digitisation is Never Ending Dell Technologies provides industry customers with the broadest and most innovative technology and services portfolio, spanning from edge to core to cloud. Also, as a trusted partner, the company is committed to helping customers find the best solution for their business

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e have huge experience in supporting the government sector and can help turn Government IT operations into an agile and efficient innovative machine that can meet, exceed and anticipate citizens’ demands, announces Dell Technologies’ Miloš Lončar Time and information are considered as the highest valued elements in the business world.

Is that why you are constantly seeking solutions that will allow your customers to save both?

- Data is the most important value for companies.

The ability to quickly analyse, understand and implement information is very useful, especially today, when everything is happening very fast.

Companies have challenge to protect data, especially if you take into consideration changes in how, when and where we work. Employees simply need to have access to data regardless of when and where they are. This raises the question of how to protect our end point devices, which are not in a controlled environment, but when the best solution is implemented they can then concentrate and utilise all their extra time for their core business, innovations and the creativity that drives progress.

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What is the situation like today when it comes to the level of IT equipment for schools, the police, the army, ministries, health and other state institutions?

- There is a tendency towards improvement, and this is a long term process that started some years ago and will continue in the future. The current state is not ideal, but we can see great improvements happening and the commitment of institutions to implement or increase the level of digitisation, as they are aware that they can overcome challenges that address flexibility

Has the pandemic imposed a need for companies to seek new IT solutions, new platforms and new systems?

- This pandemic is an unprecedented situation the likes of which the world has never previously encountered in its modern history.The impact and shock that it had on the traditional or modern way of life and economics is huge. It really showed the need for technology that can empower not only governments and companies, but all of us, to build optimism and look to the future of the 4th Industrial Revolution, which I believe will close the gap

We are starting to like having everything we need at the push of a button and seek devices that can make this happen for us and efficiency points through the use of technology. One of the challenges is the deficit in an educated workforce from the use and support perspective. All these institutions are massive systems that require a lot of maintaining. It is for this reason that it’s important during digital transformation processes for the correct solutions to be chosen, not only at data centres but also at end points, as there is only one data centre while there are tens of thousands of users. The correct positioning of business level end point technology/devices is important and represents the right step in creating the most secure and manageable system that can easily be supported and maintained with existing resources.

between the digital, human and physical aspects of our lives and bring us opportunities to balance our lives as we desire. Maybe I can go as far as to say that this is not a trend but is now becoming a full transformation. For example, can any of us now imagine life without e-commerce? We are seeing an increase in the use of new platforms and solutions that are allowing self-service, service on demand, automation etc. We are starting to like having everything we need at the push of a button and we seek devices that can make this happen for us. Demonstrating how far we’ve come, Dell technologies introducing AI to user devices means that they’ve become even smarter. How long will it be until we won’t even need a button?

TANJA VASOJEVIĆ, COMMUNICATIONS DIRECTOR, CORPORATE COMMUNICATION DEPARTMENT, DELTA HOLDING

Empathy is Key To Communication Delta Holding believes that satisfied, smiling staff are the company's best possible ambassadors and its greatest value, and that outstanding results are only achieved in a pleasant environment with good two-way communication

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t is important to take care of the team, to encourage the team members’ spirit, if necessary with humour, because that is what makes a company. The present loss of business can be overcome, with greater or lesser difficulty, faster or slower, but the loss of people is irredeemable for a business system, says Ms Vasojević

At the mention of communications, most people think of the public or target groups, because far less attention is paid to communications within the company, but they are equally important, if not more important.

In Delta, both segments are important, is that right?

- Perhaps the most important communications are those towards our staff. More precisely, with our staff, because it must be a two-way conver-

pleasant environment. This is the only way they can achieve extraordinary results. Of course, if they are dissatisfied or disappointed, that will give you the worst possible reputation, because they know everything about you, they are insiders and the people around them believe them.

What principles does your company follow in communication, in addition to openness, encouraging dialogue, clear messages?

- Definitely in the first place empathy. The most important thing is to understand people, and that means the staff I have mentioned, but there are also our business partners, suppliers, customers, associates and the entire community who are watching us. To have a highly developed empathy, you have to be a good guy and we have been constantly, for three decades, working to

Internal communication is one of the most effective tools to protect what is most important to us in business: people. sation. They are most important because our business consists of people and now, in a year when we are celebrating 30 years of business, we are actually celebrating the achievements of our people in the businesses we have been in all these years. Internal communication is one of the most effective tools to protect what is most important to us in business: people.

Besides, our colleagues are the best possible company ambassadors if they are satisfied and smile, if they work with good people and in a

make Delta a good, hard-working, caring guy, and to show that face to the public.

How much did it affect our work when we spent part of last year in quarantine, and a huge number of employees have been working from home,?

- We had already introduced working from home in Delta Holding in 2019, so in 2020 it did not catch us unprepared. But it undoubtedly had a large impact because daily routines have

changed a lot and new habits have already been formed. This is a new reality and we have had to adjust to it. From Delta’s experience, we can say that it is important to take care of the team, to encourage the team members’ spirit, if necessary with humour, because that is what makes a company. The present loss of business can be overcome, with greater or lesser difficulty, faster or slower, but the loss of people is irredeemable for a business system. We fully stick to safety measures, but we do not want to stop the work and we find ways to do this successfully.

Can the public be aware of Delta Holding’s leading position on the market just on the basis of their immediate insight and the impression that you do not communicate it to the public?

- There is no immediate insight, apart for a very small number of direct observers. If the world could work exclusively on the basis of immediate insight and if that were enough, there would be no media, no advertising, no brands, everything that makes communication.

I have to admit I am in love with this business and that’s why I think that communication is everything. We are what we communicate.

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TOMMASO DI GIOVANNI, VICE PRESIDENT OF INTERNATIONAL COMMUNICATIONS AT PHILIP MORRIS INTERNATIONAL

Smokers Appreciate IQOS W Philip Morris International plays an important part and has ramped up its efforts to communicate the benefits and risks to people who smoke despite old legislation designed for cigarettes. This company wants to leverage advances in science and technology and rapidly improve public health

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e feel we have a responsibility to spark this debate, and to share our science and the progress that can be achieved thanks to technology and innovation. Old ideologies should be put aside; pragmatism and collaboration should become the rule of engagement - says PMI’s Tommaso Di Giovani.

How to convince people who enjoy smoking and who do not want to give up their pleasure to try something new?

- This is a very good question because it nails the core of the challenge to replace cigarettes with better alternatives that can improve public health. Despite all efforts from authorities and NGOs, the vast majority of smokers simply do not quit. Even the WHO says that by 2025 we will have approximately the same number of smokers we have today around the world.

Convincing them that they should abandon their

old habits and switch to RRPs is important if we want to leverage advances in science and technology and rapidly improve public health.

Developing and scientifically assessing reduced-risk alternatives, such as IQOS, takes time and significant efforts but it is not enough.

It is important that smokers appreciate the product and that they understand its benefits and risks compared to cigarette smoking.

Otherwise, why would they stop using a product that is very simple to use and that delivers a pleasure that is also derived by combustion for one that is more complex, as it involves use of electronics, and that does not involve the burning ?

People who would otherwise continue to smoke need to receive accurate and easy to understand information about these products, and be encouraged to switch. We play our part, and have ramped up our efforts to communicate benefits and risks to people

engagement. We owe it to smokers and those who care about them.

It is time to look at science and innovation like one would do in other industries: with the consumer at the centre. Recent advances of technology and innovations create a great opportunity to accelerate improvements in public health.

Inertia in the decision making and ideologies are slowing down this progress, with the consequences that smokers continue to use cigarettes

who smoke despite old legislations that were designed for cigarettes and that often do not allow to say much about alternatives – which is counter to common sense. It is now time for governments, NGOs and others to embrace the public health opportunity offered by these products and update old regulations. The US FDA did it, and has in place a framework that allows companies to communicate verified benefits on these products following a process of review of evidence to support specific claims to consumers. For instance, they recently authorized us to communicate to consumers that IQOS significantly reduces exposure to harmful or potentially harmful chemicals compared to cigarettes. Other countries, like recently Greece and Portugal, are moving in similar directions but change takes time.

As a tobacco company you are more open to talk to public today than ever before? How

does public react to your communication, having in mind history of negative perception of tobacco industry?

- We are more vocal, you are right. We do so because we firmly believe it is time to look at science and innovation like one would do in other industries: with the consumer at the centre. Recent advances of technology and innovations create a great opportunity to accelerate improvements in public health.

Inertia in the decision making and ideologies are slowing down this progress, with the consequences that smokers continue to use cigarettes. In countries where attitudes are more open towards innovation, including in tobacco, like Japan, approximately a quarter of smokers have switched and abandoned cigarettes. Cigarette sales declined to rates never provoked by any traditional tobacco control campaign. We need to have an adult conversation about this. Why should smokers in Serbia or elsewhere not be encouraged to switch to better alternatives? Otherwise, many may simply continue to smoke. And –de facto – being pushed to stay with cigarettes if they do not quit? We feel we have a responsibility to spark this debate, and to share our science and the progress that can be achieved thanks to technology and innovation. Old ideologies should be put aside; pragmatism and collaboration should become the rule of

Today, external and internal communication is done digitally, through digital channels.

However, does that not mean that analog communication is a thing of the past? Is it still important for companies like yours?

- There is certainly a trend towards digital but analog channels remain important everywhere.

The most important thing is to ensure that adults who smoke have access to accurate information regardless of the medium of communication.

Did the FDA’s last year’ decision to classify the IQOS in the category of modified risk tobacco products (MRTP) help proper information about better alternatives to cigarettes reach ‘hard-core’ smokers, who are your target group, more easily? Did this decision ‘spill over’ to the rest of the world in regard to communication with users and how?

- The FDA reached this decision after a comprehensive analysis of hundreds of thousands of pages of scientific studies, two to three years after Philip Morris submitted the documents. Its decision clearly states that, whilst not risk-free, IQOS is substantially different than cigarettes, generates significantly lower levels of harmful compounds and switching completely significantly reduces exposure to harmful and potentially harmful chemicals compared to continuous use of cigarettes. Dozens of independent research organisations and government health authorities have confirmed important elements of our science but this was the most comprehensive assessment to date. In the US, adult smokers will receive this information and we hope it will convince to abandon cigarettes and switch to a better alternative to continued smoking, contributing to public health. The decision had global resonance. In many countries, public health experts and the authorities acknowledged its importance. While the decision applies to the US, we hope it will provide other government confidence in the science that backs up the benefits of IQOS and encourage a trend to replace cigarettes with IQOS or similar products that do not use combustion. People who smoke and public health truly deserve science and technology to be taken seriously.

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JELENA BAUDER, DIRECTOR, BAUDER FARMACEUTICA D.O.O

New Technologies Are Allies

Due to the pandemic caused by COVID-19, Bauder Medical was unable to dedicate its full capacity to the organisation of professional gatherings, conferences, symposia and congresses in the field of medicine and pharmaceuticals, but this enabled the medscape.rs platform to come to expression fully.

well as the importance of presenting a unified message to the public.

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ebelievedeeplyandhopethatthis year we will again be among the best, and will justify the reputation that we’ve enjoyed in recent years, because we listen constantly to the market and the needs of clients and students - explains Bauder Farmaceutica Director Jelena Bauder, speaking for CorD. During the previous year, the speed of transferring information was crucial to the preserving of people’s health and lives. Did that help us to grasp the importance of communication and modern technologies?

- It was difficult to find the positive side to this overall situation until recently, yet it has now emerged indisputably in the form of the scale and speed of joint initiatives created in response to the pandemic. New technologies today represent an ally in communication and business. However, worldwide, including in our country, there has been inconsistency in statements that has resulted in confusion and mistrust among the population.

Simply, I think that communication wasn’t coordinated at all levels. I certainly hope that we will draw a lesson from this whole situation about the right way to convey accurate information, as

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February

Medscape.rs is your online platform, in which you’ve invested a lot of teamwork, effort, dedication and time. Did it reach its full expression during the pandemic?

- The need for social distancing in the age of the coronavirus has resulted in major changes in our lives and an ever increasing shift to the online world. We reached a situation where we work from home instead of going to work, where our living room is also our office, while we work twice

greatest achievements of modern times?

- Immunisation saves millions of lives every year and that’s something we mustn’t forget. The psychophysical ramifications of a pandemic are almost inconceivable, both in scope and complexity. Everywhere around the world there will always be misconceptions and theories among a certain number of people, but there are certain channels of communication that help to spread them. Communication with the public should be based on appeals, alongside the adoption of appropriate strategies and reliance on a rational approach that implies adequate, truthful and

The positive side of this entire situation is reflected in the scale and speed of the joint initiatives that emerged in response to the pandemic as much as when we went to work, but there’s no socialising among colleagues, no team spirit...

The medscape.rs platform did come to its full expression in the age of the coronavirus, but even before that it was positioned highly among our business partners and participants.

MedScape represents a certified organisation of trust thanks to our successful operations.

We’ve founded the MedScape Academy and an e-newspaper that will start operating soon.

How do we deal with misconceptions and conspiracy theories that seem to be stronger than ever? How did we reach a situation where we’re even disputing vaccines, as one of the

timely information, as an aid in decision-making and the right to choose. Second, and no less important, is the emotional factor, which implies descriptive informing of what can be prevented by vaccination and showing empathy towards all age structures of the population, as well as positive encouragement in decision making.

COVID-19 has fundamentally changed the way of life around the world and raised questions of financing, the provision of services and management that should be answered by the heads of health systems in each country. In the end, it is important to recover to a level that is considered as the new normal, and I hope and believe that we will reach that level as soon as possible.

BOJANA KUZMANOVIĆ , DIRECTOR OF SALES & MARKETING - GORSKI HOTEL & SPA

Raise The Level Of Your Expectations When it opened three years ago, Gorski Hotel & Spa brought new energy to Kopaonik. This energy was so strong that the service and the very concept of hospitality and the hotel industry were permanently raised to a higher level, both at this destination and across the whole country

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fter profiling our hotel as the place with the best food, desserts and service, we at Gorski decided, according to an already well-known pattern, to shift the boundaries and bring a new experience that was unprecedented on Kopaonik. It was with this in mind that, this winter, we opened our exclusive à la carte restaurant of Italian cuisine - La Pista. As the name suggests, this restaurant is located on the Malo jezero ski trail, within the scope of the hotel. Recognisable architecture and interior design will allow guests to enjoy the exceptional views and atmosphere, while experiencing the pleasure of fine dining that hasn’t previously existed on Kopaonik.

Natural wood dominates all around and spreads the well-known scent of the mountain.

A fireplace, dim lighting, a terrace, views of the snowy trails - idyllic, right? It is very close to the interior and reminiscent of a hotel, but is a long way from everything you’d expect.

The uniqueness of this restaurant is diverse. Perhaps the most important thing is to start from the fact that all food is prepared exclusively using ingredients of the highest category. Groceries are delivered directly from Italy exclusively for the needs of the restaurant. In addition to the most famous Italian food brands, which everyone expects at a restaurant like this, there are also ingredients produced in small manufacturing operations where the entire production is reserved for La Pista. This means only one thing: everything

you try at La Pista will be an experience that is impossible to repeat elsewhere!

The restaurant operates in two regimes - daily and evening. Just as the guests of Kopaonik like the most, during the day everything is subordinated to skiing. This makes La Pista an ideal place to gather for a short break from skiing. With pizzas, pastas, risottos or traditional cooked dishes from the Italian mountains, the experience will be complete on the spacious terrace and in front of the ski trail.

In the evenings, La Pista turns into an elegant, fine-dining venue, with the kind of service and food that you could previously only expect at the finest restaurants in Belgrade.

An intimate and romantic atmosphere by the fireplace, complemented by a quiet live performance of jazz, blues and pop music, gives you the combined pleasures of Italy, Kopaonik, the mountains and sophistication.

La Pista, just like Gorski Hotel & Spa, will definitely raise the level of service and expectations, contributing to the development of Kopaonik as a destination, while providing every individual with an unforgettable experience that they will remember for a long time and will gladly return to experience again. The variety of ingredients and preparation techniques, but also the wines that the sommelier will pair for you, will leave you breathless.

That is our way of communicating. Work.

Uniqueness. Innovation. We tell you everything through experience.

February

17

Communication Novelties

The Coronavirus has shifted us from the real world to the virtual world Although nowhere in the world – with the exception of Israel – is the roll out of vaccines taking place at the desired speed and under positive dynamics, vaccination against coronavirus provides a glimmer of hope that we will win the match between humanity and COVID-19. However, fortunately or not, that doesn’t mean that our lives will return to normal. The truth is that nothing will ever be the same again. And why would it be?

The Coronavirus has shifted us from the real world to the online world, and that encompasses everything that we would have considered impossible until yesterday – education, festivals and seminars, training and study courses, furniture fairs and dog shows, even concerts and dance competitions. Company meetings are online, shopping is done from an armchair and communication unfolds via all available platforms and applications, none of which seems to anyone today as being part of the future, something intended for new generations, which clearly shows us the direction in which we are heading.

And which direction are we heading?

Technology provides us with a more or less normal life Marian Salzman, senior vice president of global communications at Philip Morris International, the most awarded woman in the PR field and one of the world’s top 5 experts in trends and styles in communications, also claims that nothing will ever be the same again.

“Since the beginning of the pandemic, millions and millions of people have - thanks to modern technologies - continued to live relatively normal and ordinary lives. The tools of modern communication have enabled them to work from home, to learn from home, to buy from home, and even to socialise with friends and family, despite the physical distance. That is now also part of the everyday life of many of us, and that will also be the case in 2021,” announced Salzman.

However, she notes that our priorities will change during this year and the years to come.

“Status symbols will no longer be the most expensive phone or trainers, rather a secure living space. That’s what we’ll strive for. People will seek safer investments, will additionally secure their homes with security cameras, alarm systems, backup power ... Everyone will strive to simplify their lifestyle and save money.”

Simplicity and conciseness will be valued again According to the predictions of the experts of company CommBok, which has developed its own next generation communication platform, simplicity will be highly valued again.

“Until just a few years ago, every company that sought its own way tried to develop its own application for communicating with customers and users of their services. That’s no longer the case today, because people want to have as few applications as possible on their phones. They want to do everything through applications that they already use, such as Facebook Messenger or WhatsApp, Viber etc. This means that more and more companies will have to use these channels to communicate with customers and users of their services.”

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February

Internal communications experts to be increasingly in demand “The dramatic increase in the number of employees working from home has made internal communications very important.Their significance will continue to grow in the coming years, and teams for internal company communications will be valued as strategic advisors at the executive level.

The fact is that companies will also have to accept that it is essential for them to send the same messages to their employees and their target audiences,” considers Rowena Crowley, a senior advisor to Comprend.

Her colleague, creative advisor Sophie Corner, nonetheless thinks that, when it comes to communications, 2021 will be marked by huge growth in the number of events broadcast live on social networks.

“Companies will strive to get as close as possible to their target groups, to offer them a more direct and personal approach, and this is most easily achieved through panel discussions, online forums and round tables, but also events that have an entertainment element, such as fairs and festivals.”

Even young people are starting to get informed via television

An increase in the popularity of the internet has been recorded worldwide, but also of television, a channel of communication that had begun seriously lagging behind social networks in previous years. During the pandemic, people informing themselves via television increased by more than 50 per cent among those aged 18 to 29, who additionally also continued searching for news on the internet (as many as 82% of them). Communications experts explain this by citing the fact that people under quarantine had a more pronounced need for timely and accurate information about the coronavirus, and as they also had more free time, they also used television and global networks to seek various entertainment and other contents that had no connection to the pandemic.

“Some companies have taken advantage of this and intensified advertising on these communication channels, which could continue in 2021,” consider experts from leading British marketing agencies.

Emoticons break down barriers and boundaries to communication Although philologists are concerned about the future of language and communication, because young generations are increasingly using abbreviations and emoticons, professors of cyberpsychology at Nottingham Trent University are sending a different message.

“It’s too easy to call emoticons language killers and partially blame them for people becoming addicted to smartphones, text messages and picture messages. No, people today aren’t incapable of expressing themselves without the help of several dozen yellow faces, they only use them wisely to overcome obstacles and barriers to communication. Emojis compensate for the lack of tone and colour in a voice, facial expressions, gestures...

These are vital elements of face-to-face communication, while they don’t exist in writing, unless these cute yellow faces are used,” says Dr Daria J. Kuss, a neuroscientist and cyberpsychologist, speaking for The Independent.

This professor, who has spent years studying verbal and non-verbal communication with her colleagues, reminds us that emoticon was included in the Oxford Dictionary in 2015, and not the word “emoticon”, rather actual smileys that cry with laughter.

February

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February