BUSINESS
TAMARA BEKČIĆ AND MILENA AVRAMOVIĆ BJELICA, DIRECTORS AND CO-FOUNDERS OF CHAPTER 4 PR IN SERBIA
CREATING STABILITY
THROUGH CHANGE Chapter 4 is part of a group that operates on as many as 10 markets as the exclusive partner of BCW Global. The Chapter 4 team comprises mainly senior staff members who’ve amassed rich experience and knowhow in various industries, but also a willingness to develop, learn and monitor all that’s new, which is appreciated by both clients and associates in the quality of services among clients, though I must emphasise that local knowledge and experience are of the greatest value to clients.
Tamara Bekčić
D
igital transformation has created new business opportunities and led to the emergence of some industries that didn’t previously exist, while the pandemic has brought a paradigm shift, a higher level of engagement, connectivity, activism and solidarity, above all. Nothing will be the same again, insist our interlocutors. What’s brought to you by your partnership with BCW Global, which is one of the world’s leading networks? The most modern tools? Higher standards? Exchanges of experience? New clients? TB: Chapter 4 is part of the eponymous group that works in the area of strategic com-
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Communications 2022
Users expect communication from brands and companies that’s tailored to them specifically, and under their conditions munications across Central and Southeast Europe. Although the agencies are mutually independent, since our establishment, a full 12 years ago, we’ve nurtured a spirit of community in terms of development, exchanging knowledge, experiences and tools, but also effectively supporting shared clients on different markets. The partnership with BCW, one of the world’s leading networks, instils additional confidence
A lot has changed throughout all these years that Chapter 4 has existed, and the most change has related to the means and channels of communication. Does that make it easier or harder for you to tailor campaigns to each client? MAB: At Chapter 4 we’ve always applied the ‘tailor made’ principle when it comes to preparing our clients’ strategies and campaigns. There is simply no other model, because every client has their own goals, business vision, purpose and plans, which makes it impossible to apply the same model to multiple clients. It’s true that tools and channels of communication have changed over the years, and we’ve adapted accordingly, endeavouring to always choose the optimal and most effective ways of communicating for a given campaign and the industries that clients represent. In essence, the communication strategy follows the business plans of the company or brand, and it is up to us to deploy the right tools and channels to ensure the messages reach the target audience. You are known for taking a broad overview of the bigger picture and for combining public relations tools with other areas of communication and marketing. Do you believe that such an integrated approach brings the best results and satisfied clients? TB: Thank you for these words! It means a lot to us that our working method is recognised and appreciated. Communication is a strategically important function. We believe in
