CorD Magazine, February 2019 issue, no. 172

Ambassador of Czech Republic to Serbia

SIMON TRPČESKI,

Pianist

Panel Coordinator, European Research Council Executive Agency - European Commission, Brussels

Virtuoso With An Ethno Soul

Serbian Researchers Should Be More Visible

www.cordmagazine.com

Fear Of Populism Ahead Of EU Elections

GORDANA POPOVIĆ,

FEBRUARY 2019/ ISSUE NO. 172

H.E. TOMÁŠ KUCHTA,

interviews opinions news comments events COMMENT

Kosovo, Between

CAMP DAVID AND THE KREMLIN FOCUS

INTELLECTUAL EMIGRATION: BRAIN DRAIN

Exclusive

ANDERS SAMUELSEN

783002 771451 9

EU Accession Cannot Be Rushed

ISSN1451-7833

MINISTER OF FOREIGN AFFAIRS OF DENMARK

CONTENTS

COMMENT

BY BOŠKO JAKŠIĆ

KOSOVO, BETWEEN CAMP DAVID AND THE KREMLIN Whether or not Serbia will free itself in 2019 of the shackles of the Kosovo problem - the alpha and omega of its foreign and domestic policies - depends largely on the diplomatic capabilities of its president

08 EU ACCESSION CANNOT BE RUSHED

ANDERS SAMUELSEN, Minister of Foreign Affairs of Denmark

GORDANA POPOVIĆ, Panel Coordinator, European Research Council Executive Agency - European Commission, Brussels

22 INTELLECTUAL EMIGRATION: BRAIN DRAIN Focus

26 CALLS FOR GLOBAL COOPERATION Davos 2019

12 FEAR OF POPULISM AHEAD OF EU ELECTIONS H.E. TOMÁŠ KUCHTA, Ambassador of Czech Republic to Serbia

and Management of the University of Arts in Belgrade

44 ART EXPLOSION

CONTEMPORARY RUSSIAN ART

48 FACES & PLACES 51 VIRTUOSO WITH AN ETHNO SOUL SIMON TRPCESKI, Pianist

27 BUSINESS DIALOGUE 40 FROM HOMELESS TO MULTI BILLIONAIRE ENTERPRENEUR: Guy Laliberte

56 CHILL OUT 58 NOT ONLY A STATUS SYMBOL FASHION: Watches

16 GLOBAL DIARY @CORD_MAGAZINE

@CORDMAGAZINE

18 SERBIAN RESEARCHERS SHOULD BE MORE VISIBLE

43 NEW CULTURAL POLICY ESSENTIAL

PROFESSOR MILENA DRAGIĆEVIĆ ŠEŠIC UNESCO Chair in Cultural Policy

60 CULTURE CALENDAR 62 AFTER WORK

CORD MAGAZINE

EDITOR IN CHIEF: Miroslava Nešić-Bikić m.bikic@aim.rs DESIGNER: Jasmina Laković j.lakovic@aim.rs CONTRIBUTORS: Rob Dugdale, Maja Vukadinović,

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Comment

Kosovo,

Between Camp David And The Kremlin

BY BOŠKO JAKŠIĆ

T

he unresolved conflict with Kosovo’s Albanians places Serbia on a cross between East and West, while on the domestic front the fact that the country is a candidate for EU membership is used as an excuse: how can a country reform while its national sovereignty and integrity is endangered?

The monotony that is interrupted by occasional incidents between Belgrade and Pristina was recently shaken by a letter of U.S. President Donald Trump addressed jointly to Aleksandar Vučić and Hashim Thaçi. The short letter is seen as confirmation of the arrival of increased American engagement during times when the EU is failing to bring to life the postulates of the Brussels dialogue and is turning attention increasingly towards the upcoming May elections for the European Parliament.

Federica Mogherini, the outgoing High Representative of the European Union for Foreign Affairs, will have to reconcile herself with the fact that she won’t be sharing a Nobel Peace Prize with Vučić and Thaçi. The new candidate is Trump, who has announced that he will organise a peace accords ceremony on the lawn of the White House or Camp David like the one arranged by President Jimmy Carter in 1978 for the Prime Minister of Israel and the President of Egypt.

It is certain that the Americans are picking up the pace in the Western Balkans primarily in an effort to block the growing influence of Russia, which gives the Kosovo conflict a global dimension during this time of intensified East-West relations.

Serbian politicians could feel untroubled

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Whether or not Serbia will free itself in 2019 of the shackles of the Kosovo problem - the alpha and omega of its foreign and domestic policies - depends largely on the diplomatic capabilities of its president because of Moscow’s reassurances that it will accept every solution that’s agreed upon by Belgrade and Pristina, but nothing’s quite that simple in diplomacy. The conflict has enabled Russia to present itself as a protector of Serbia, thus opening a channel of influence that Kremlin strategists wouldn’t want to close.

Russia most favours the status of a “frozen conflict”, which is an idea that’s supported by the majority of the Serbian public, but not President Vučić, who says that he is ready to face internal resistance that’s backed by right-wing clerical nationalists. Does this analogously mean that he’s ready to resist Moscow’s desires?

The arrival of Vladimir Putin in Belgrade could clarify some things, at least for his Serbian host: is Russia ready to accept a solution to the Kosovo problem in a scenario written in Washington and Brussels? And, if so, at what price?

Belgrade is reiterating its commitment to European integration, while this statement is generally accompanied by statements confirming that it also wants to develop relations with Russia and China, and that it doesn’t intend to give up the concept of military neutrality – which means

Is Russia ready to accept a solution to the Kosovo problem in a scenario written in Washington and Brussels? And, if so, at what price?

maintaining good cooperation with NATO, but without aspirations of membership.

It turns out that the Kosovo conflict is of critical importance to geostrategic commitments, because it is causing the gradual distancing of Serbia from the EU as a result of Belgrade’s attempts to preserve Russia as its ally at all costs.

The level of alignment of Serbia’s foreign policy with the common foreign policy of the EU – regardless of how difficult it is to define – has fallen to below 50 per cent, which a significant drop compared to the period prior to the coming to power of Vučić’s Serbian Progressive Party in 2012, when it exceeded 80 per cent.

The cause of the decline: Belgrade’s consistent refusal to participate in Western sanctions against Russia and opposition to any EU declaration that directly or indirectly accuses Moscow of annexing Crimea or criticises its state of human rights.

The extent to which Kosovo is a key determinant of Serbian foreign policy can also be seen in the refusal to support EU documents criticising countries like Iran or Venezuela – all because those countries have refused to recognise Kosovo’s independence.

After having managed to quickly resolve the 27-year-long name dispute between Macedonia and Greece, the proverbially efficient Americans have also announced that the Kosovo issue will be removed from the agenda this year. There are many different interests that need to be harmonised along that route. Or this Gordian Knot needs to be severed bravely.

Interview Exclusive ANDERS SAMUELSEN

MINISTER OF FOREIGN AFFAIRS OF DENMARK

The Danish foreign minister visited Serbia recently, marking the first visit of its kind after many years. During his stay in Belgrade, Minister Samuelsen reiterated his country’s support for Serbia’s European integration process, whilst emphasising that EU accession requires that candidate countries fulfil all of the accession criteria, which were defined 25 years ago in the Danish capital of Copenhagen. In this interview for CorD Magazine, Minister Samuelsen also noted that the readiness of the Union itself to receive new members is important to the EU enlargement process, and that this readiness will be improved following the reform process that’s expected after the 2019 European Parliament elections this spring.

EU Accession

How would you assess the talks you held with Serbia’s top officials during your stay in Belgrade?

Besides my host, Foreign Minister Dačić, I had meetings with President Vučić, Prime Minister Brnabić and European Integration Minister Joksimović. The visit was very interesting, and I was received with great hospitality. The talks were

Cannot Be Rushed

Serbia has achieved substantial progress, but the implementation of real reforms is crucial. A credible market economy, rule of law and an empowered civil society with free media and secured fundamental rights are important elements for any country preparing for EU membership.

I would also mention Serbia’s ability to fight corruption and organised crime as being of particular importance – Anders Samuelsen 8

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COOPERATON

Our bilateral relations are excellent, and we continue to move forward. We see more Danish companies interested in doing business in Serbia fruitful and provided me with insights into developments in Serbia and the wider Western Balkans.

They also gave me the opportunity to reiterate Denmark’s support of Serbia’s EU perspective, and underline the need for a merit-based approach. I encouraged Serbia to continue its reforms – which are necessary to move closer to the EU and which will benefit Serbian society as a whole. Denmark and Serbia celebrated a century of bilateral diplomatic relations in 2017. How are bilateral relations between our two countries today?

We had a memorable jubilee in 2017, and it was marked throughout Serbia with various events. Our bilateral relations are excellent, and we continue to move forward. Given the positive development in the economy, we see more Danish companies interested in doing business in Serbia. And Danish companies, who are already present in Serbia, are pleased with the support they receive and the talented workforce available. Speaking in Belgrade, you reiterated Denmark’s support for Serbia’s European integration. What do you see as the greatest challenge on that journey?

Serbia has achieved substantial progress since the opening of EU-negotiations in January 2014, but the implementation of real reforms is crucial. This is not only about adopting new laws that are in compliance with EU standards, but also about implementation and enforcement. A credible market economy, rule of law and an empowered civil society with free media and secured fundamental rights are important elements for any country preparing for EU membership. I would also mention Serbia’s ability to fight corruption and organised crime as being of particular importance when reforming.

Challenges should also be seen as opportunities, and for Serbia it will be beneficial to deal with Chapter 27, on the environment and climate change. Pollution does not know borders, and in the European Union there is a strong focus on environmental protection and sustainability. In this area, the experience of others and well-proven solutions can be of great help. Denmark has been

REFORMING

I would also mention Serbia’s ability to fight corruption and organised crime as being of particular importance when reforming a pioneer in this area for decades and is ready to share its experiences. Serbia’s road to Europe also implies a substantial reform of the judiciary, with the aim of strengthening the independence of the justice system. From Denmark’s perspective, how important is it for an EU candidate country to have resolved this issue?

As I mentioned earlier, an independent judiciary is absolutely crucial for a well-functioning society.

Citizens and companies must have trust in the judiciary in terms of objectivity and speed of

A credible market economy, rule of law and an empowered civil society with free media and secured fundamental rights are important elements for any country preparing for EU membership

CHALENGES

Challenges should also be seen as opportunities, and for Serbia it will be beneficial to deal on the environment and climate change action. Obstacles cannot be fully removed, but there must be trust that the judiciary will maintain order and take care of justice. To what extent does the future European integration of the Western Balkan countries depend on the future of reform within the EU, starting with Spring 2019 elections for EU institutions?

EU accession cannot be rushed if countries are not ready! Applicant countries must fulfil all criteria for EU-membership, including the Copenhagen criteria. At the same time, the EU must itself be ready to welcome new members.

You head the Liberal Alliance party, which is described as a centre-right party.

The youth of the party have advocated for DAEXIT – Denmark’s withdrawal from the EU – while remaining within the trade area of the union? How do you see the future of the EU? First of all, I would like to underline that I fully and strongly support Denmark’s continued membership in the EU. To me, that is a fundamental issue that has never been open to discussion. Ironically, Brexit has only underlined the many advantages

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Interview Exclusive of EU membership, especially when it comes to the Single Market. An ordinary Danish family earns about 8.500 euro extra every year due to the Single Market. And the Danes tend to agree that EU membership is a good thing. In a recent survey. 75 per cent of respondents said that EU membership is a good thing – with only six per cent stating that they see it as a bad thing.

In my opinion, the EU should focus on delivering tangible results to the benefit of citizens and businesses. The EU should be strong, lean and efficient. In some areas – such as climate change, migration and security – solutions can only be found by working together. We need to do more in these areas. However, in areas where Member States can find and implement equally good or better solutions themselves, we should let the Member States act by themselves. How does Denmark view the initiative for the dialogue between Belgrade and Pristina to culminate with a change of borders?

The current tensions are worrying, and Denmark encourages both Belgrade and Pristina to continue talks. This is not the time to cease dialogue, as there is a direct link between a normalisation of relations between the two parties and the concrete prospects of EU accession aspirations. The focus must be on finding a comprehensive solution in a legally binding agreement that’s in line with the principles of international law. You also met with representatives of the business community during your visit to Belgrade. Do you share the Danish Ambassador to Serbia’s view that Danish investors could find an interest in entering Serbia?

From everything I heard during my visit, Serbia represents an excellent opportunity for doing business. Having said that, there are of course areas where improvement is needed – primarily when it comes to administrative challenges and combatting excessive bureaucracy. And then there is the question of rule-of-law. In my experience, Danish companies are more likely to invest if they know that the justice system works well and can be trusted. The Embassy hosts a Danish Business Club, which is a focal point for Danish companies that are active in Serbia and for potential investors from Denmark.

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Press Freedom Index). Serbia received a considerably worse rating. How would you comment on this?

Media freedom is another staple of a good state and part of the “checks-and-balances” in the service of citizens. Media should be free from persecution, but must be responsible in its reporting. Securing independent and reliable media is a work-in-progress for any European country, now even more with the appearance of fake news.

Media should be free from persecution, but must be responsible in its reporting.

Securing independent and reliable media is a work-inprogress for any European country, now even more with the appearance of fake news I was pleased to learn about the government’s efforts to digitise its services. That will benefit both citizens and companies. Denmark is the EU’s most digital country, so we absolutely support all developments in this area. Denmark has supported the Serbian Government’s efforts in the area of public procurement and digitalisation through two projects this year, and we will continue to the best of our abilities. The organisation Reporters Without Borders ranks Denmark among the top countries (9th) according to the criteria of media freedom (2018 World

Denmark has provided a lot of assistance for the building of permanent residences for refugees of the Yugoslav wars who today live in Serbia. How would you comment on the current lack of a consensus in the EU regarding migrants, and why do so many contrasting views exist regarding this issue, including those of radicals advocating for the building of walls?

Irregular migration is one of the biggest European challenges of our time. All EU member states are affected in their own way, and there are numerous different perspectives and opinions on the situation and the action needed.

To begin with, I think it is important to keep in mind that the joint efforts of the EU and its member states, together with our partner countries – not least the Western Balkan countries – have worked. Fewer people risk their lives on the Mediterranean, in the hands of human traffickers. This is good news. Now we need to focus on developing sustainable, long term solutions and restoring public trust. Our key objective should be to counter irregular migration, and at the same time secure access to protection and durable solutions for refugees as close to their home as possible. We need to establish a system that enables us to identify and assist those who really need protection rather than unintentionally favouring those with the greatest financial means and endurance to embark on long journeys.

I would also like to add that there is a remarkable level of consensus among EU member states regarding the need for preventative measures, which are essential to reducing irregular migratory flows across the Mediterranean. This includes addressing the root causes of irregular migration, strengthening external borders and stepping up cooperation with countries along the migratory routes, also in the Western Balkans.

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Interview H.E. TOMÁŠ KUCHTA,

AMBASSADOR OF CZECH REPUBLIC TO SERBIA

Even though the EU project is still facing many difficulties, for the Czech Republic there is no alternative to the EU, says H.E. Tomáš Kuchta, Czech Ambassador to Serbia, in this interview for CorD Magazine. Speaking about the rise of populism across the EU, which is challenging European values and sometimes bringing into question the very survival of the Union, Ambassador Kuchta reiterates the Czech position: “The European Union is for us by far the most important business partner and most of our citizens and their representatives share European values.”

Czechia, adds Ambassador Kuchta, supports Serbia’s European integration process, which he considers much more complicated than the process that his country went through, which is also way it is taking longer to complete. When it comes to bilateral relations with Serbia, Ambassador Kuchta says that they’re at a high level, which should also be confirmed by the visit of President Miloš Zeman to Belgrade, planned for the second half of this year. Ambassador Kuchta adds that the Czech president has envisaged only

Fear Of Populism

Ahead Of EU Elections Many EU member states must actually solve serious internal problems, and that creates space for different political options to also present themselves with some “simple” or, if you like, populist solutions to EU agendas - Tomaš Kuchta 12

February

REFORMS

Reforms in our country started immediately after 1989. I see Serbia’s starting point as being somewhat more distant and its integration process as more challenging

five official visits for 2019, one of which is the one to Serbia. Your Excellency, you arrived in Belgrade only recently. How are your first impressions?

They are very positive. I was very warmly welcomed by the highest representatives of the state, including President Alexandar Vučić, National Assembly Speaker Maja Gojković and Prime Minister Ana Brnabić. Thanks to the long tradition of excellent relations between the two countries, and thanks to the very good job done by my predecessor, Ambassador Ivana Hlavsová, I’ve felt almost at home in Belgrade since the very beginning.

FUTURE

I can imagine that different countries will reach the same goal within different periods of time, depending on their priorities and readiness

do you see room to advance those relations further?

The tradition of our relations is so rich that we should be ambitious in all areas, be that political dialogue or cultural exchange, but I see trade and investments as my highest priority. Bringing Czech investments to Serbia is

DIALOGUE

European integration cannot happen without solving open issues through dialogue. Any steps in the opposite direction are worrying

the best contribution the Czech Republic can make to the development of this country and its future integration into the European Union. Czech Prime Minister Babiš has reiterated Prague’s support for Serbia’s EU accession. Do you have the impression

You have amassed vast experience in the field of economic relations. Do you see possibilities to strengthen economic cooperation between Czechia and Serbia?

Czech-Serbian mutual economic cooperation is visibly at a very good level. There is an obvious interest of both sides to further expand our mutually beneficial cooperation, which was confirmed recently during the session of the Joint Committee on Economic Cooperation, held in Prague last December. Let me remind you that bilateral trade increased threefold from 2010 to 2018, and we feel that the potential exists for more significant growth.

I wish to emphasise that the Czech Republic is a very important investor in Serbia.

According to the latest statistics, we are currently the fourth largest investor in Serbia. That’s thanks to huge investments in the sectors of telecommunications, banking, engineering, pharmacy etc. During Serbian Prime Minister Ana Brnabić’s recent visit to Prague, relations between the two countries were assessed as being at a high level. In which areas

According to the latest statistics, we are currently the fourth largest investor in Serbia.

That’s thanks to huge investments in the sectors of telecommunications, banking, engineering, pharmacy etc

that this process is progressing slowly, compared – for example – to the accession process of your country. What do you see as the reasons for that?

The Czech Republic could progress towards its European Union membership relatively quickly because this process took place in a different international context, both within the region of Central Europe and inside the EU. Furthermore, we did not have open issues with our neighbours, and regional cooperation within the Visegrad Four was already developing successfully. In addition, we didn’t have any

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Interview problem fully aligning our foreign policy with the Union long before our membership. Also, let us not forget that reforms in our country started immediately after 1989. I see Serbia’s starting point as being somewhat more distant and its integration process as more challenging.

once quoted former President Václav Klaus as advocating for Chexit?

Former President Václav Klaus was always critical when talking about deeper EU integration.

For him, as far as I understand his declarations, the freedom of movement of goods, persons,

very open and export-orientated. For us, the European Union is by far the most important business partner, and most of our citizens and their representatives share European values. How do you see the future of the EU? Will the countries of the so-called ‘Eastern Bloc’ manage to overcome the idea of a multi-speed EU, or one of different internal clubs, which has been mentioned as a possible direction of reform within the Union?

I don’t see the future of the EU in dividing member states into different categories, but I can imagine that different countries will reach the same goal within different periods of time, depending on their priorities and readiness. I imagine the highway going from point A to point B. Some countries will arrive at point B earlier, some later. But what is important is that the direction and the target are the same. Prime Minister Babiš also attended the recent “Serbian Council” event in the Czech Parliament. How can parliamentarians contribute to strengthening cooperation between the two countries?

What do you expect of the European institutional elections that will be held during 2019?

It’s not easy to make any previsions. One of the reasons is the traditionally low interest among voters. This fact increases the risk that those who decide to go to polling stations are not fully representing all spectrum of ideas and opinions of EU citizens. Are you concerned that populist movements, which are mostly also anti-EU, could gain more support among EU citizens?

Yes, I’m concerned. Many EU member states actually have to resolve serious internal problems and that creates space for different political options to also present themselves with some “simple” or, if you like, populist solutions to EU agendas. To what extent are anti-EU initiatives present in the Czech Republic? The media

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While there are different ideas on foreign policy issues, the Czech Government’s position remains consistent. It includes support to the dialogue between Belgrade and Pristina, which should lead to the normalisation of their relations services and capital is pretty much enough for the natural development of Europe and its competitiveness. Even if the EU project is still facing many difficulties, there is no alternative for the Czech Republic. We are positioned in the centre of Europe and our economy is

Parliamentarians represent different political parties and different opinions, but they are also experts in different fields and their knowledge of the parliamentarian system in their country is invaluable. Discussions between them, and meeting with their partners from abroad, always broadens their views and the possibilities of them finding new solutions. The Serbian PM used her recent visit to Czechia to draw attention to the situation in Kosovo and the latest tensions, which began with the introduction of taxes on goods from Serbia. How would you evaluate the overall situation in the region?

One of the reasons for our strong support to the European future of the Western Balkans is the positive influence of EU-related processes on regional stability and cooperation. European integration cannot happen without solving open issues through dialogue. Any steps in the opposite direction are worrying. On the other hand, we see positive developments in Macedonia and hope these signs of progress will be confirmed in 2019.

One gets the impression that, despite the Czech Republic having formally recognised the independence of Kosovo, there is division in your country on this topic, as most often testified to by the statements of President Zeman. How do you see the dialogue between Belgrade and Pristina?

While there are different ideas on foreign policy issues, the Czech Government’s position remains consistent. It includes support to the dialogue between Belgrade and Pristina, which should lead to the normalisation of their relations. Frankly, we find the current state of affairs rather disappointing and hope that things will start moving in a positive direction again. Will 2019 see the organising of a visit of the President of the Czech Republic to Serbia, in response to the invitation recently extended by the Serbian PM?

I’m very happy to announce that we are organising a visit of President Miloš Zeman

to Belgrade, which should take place during the second half of this year. President Zeman is planning only five visits abroad for 2019, and I’m sure the one to Serbia will be one of the most important.

The visit of President Miloš Zeman to Belgrade, which should take place during the second half of this year. President Zeman is planning only five visits abroad for 2019, and I’m sure the one to Serbia will be one of the most important

Development assistance provided to Serbia by the Czech Republic in previous years has also included support for environmental projects, specifically projects for the treatment of water and waste. Will this also be among priorities in the future?

Yes, you are right that one of our priorities in development cooperation has been support for environmental projects, particularly focused on water management. This will continue in the future through the B2B programme of the Czech Development Agency and through socalled small local projects. In this respect, we have already received a lot of new suggestions, but let me mention that we wish to extend Czech activities in this sector also by increasing our trade, i.e. through export activities. As such, the Czech Embassy in Belgrade is this April organising a business mission of Czech companies interested in water management on the local market. I have no doubt that this mission will be highly successful.

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GLOBAL DIARY

Ingredients

“There are four ingredients for true leadership: brains, soul, heart and good nerves.” – KLAUS SCHWAB, EXECUTIVE CHAIRMAN OF THE WORLD ECONOMIC FORUM

KÜSTENDORF 2019

8TH PROTEST MARCH IN BELGRADE For the eight weekend in a row (January 26th), thousands of demonstrators gathered in the Serbian capital, Belgrade, for a protest march, passing by the country’s main institutions to voice their anger at the political situation in the country .The protest organisers alleged that it was president Vucic’s policies that lead to the “the withdrawal of Serbia from Kosovo”.

In his response to the press release, Vucic said he was “lost for words with how stupid it is” and added that he will not use his time to reply to opposition leaders. He also said he will not bow to the protesters’ demands but has hinted that he might call a fresh general election instead.

In the meantime, protests have also taken place in the central Serbian city of Kragujevac, Nis in the country’s south, Novi Sad in the north and the towns of Pozega and Kursumlija in recent weeks.

SAUDI COURTS TO NOTIFY WOMEN OF DIVORCE VIA TEXT MESSAGE Divorced women in Saudi Arabia will be notified of their marital status via text messages, a move aimed at preventing wives from being unwittingly divorced by their husbands. Justice Minister Sheikh Waleed bin Mohammed Al Samaani said the text message system will help make legal proceedings in divorce more transparent.

The legal rules, which are changing in a reinterpretation of Sharia, stipulate that men can divorce women by making a verbal statement of intent, and getting the divorce verified by a court. The wife’s consent is not required.

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The 12th edition of the Küstendorf International Film and Music Festival (11-16 January 2019), held in the traditional Serbian hamlet of Mećavnik, originally built for Emir Kusturica’s Life Is a Miracle. Kustendorf, offered a selection of aspiring filmmakers the chance to meet established directors keen on sharing their experience with the next generation.

The short-film competition showing off young talents’ works, which the festival programme is mainly built around, hailing from Serbia, Macedonia, Russia, Poland, Switzerland, Spain, Germany, France, Norway, Turkey, Israel, Canada, the USA, Australia, Cuba, Syria, Iran and the Philippines. The three-member jury bestowed the Golden, Silver and Bronze Eggs upon its favourite shorts consists of Canadian-American actress Stana Katic, Serbian publisher and writer Slobodan Despot, and French documentary director and audiovisual producer Tancrède Ramonet.

Kustendorf awards were handed to the winners. Bronze Egg went to Mikkel Storm Glomstein. Ognjen Petković received Silver Egg. Finally, Golden Egg was awarded to Corina Schwingruber Ilić for All Inclusive.

Climate

“Climate change is the defining issue of our time. We are losing the race.

It is absolutely central to reverse this trend.” – UN CHIEF ANTONIO GUTERRES

DUTERTE URGES VATICAN TO ALLOW PRIESTS TO HAVE BOYFRIENDS

The Catholic Church must embrace homosexual kinship among the clergy, Philippines leader Rodrigo Duterte has said in his latest attack on the Vatican… just after calling on the population to rob and even kill “useless” bishops.

Duterte, who has in the past openly revealed that he was sexually molested by a priest, once again criticized the Catholic Church, this time for allegedly suppressing the widespread homosexual tendencies of its clergymen: “Most of them are gay... They should come out in the open, cancel celibacy and allow them to have boyfriends.”

Last month, Duterte boldly estimated that “almost 90 percent” of Catholic priests were homosexuals.

PUTIN VISITED SERBIA Thousands gathered to in the streets of Belgrade, Serbia, to catch a glimpse of Russian President Vladimir Putin during his visit to the Serbian capital on Thursday, January 17th.

Putin visited the Saint Sava Church — the biggest Orthodox church in Serbia — along with the Serbian president, Aleksandar Vucic.

In a press conference, Putin said Russia would back Serbia in finding solutions to its issues with Kosovo, which declared independence from Serbia in 2008. The leaders signed a variety of deals including energy and defence.

President Vucic gave Putin a puppy while Putin awarded his counterpart with Russia’s Order of Alexander Nevsky medal.

ĐOKOVIĆ’S 7TH AUSTRALIAN OPEN TITLE Novak Đoković has won a record seventh Australian Open singles title after blowing away no. 2 seed Rafael Nadal in straight sets.

The world number one was in sensational form throughout the entirety of the match and was head and shoulders above 2009 winner Nadal, triumphing 6-3, 6-2, 6-3.

He moves above Roger Federer and Roy Emerson in the number of single titles won at Melbourne Park, as well as sealing his third Slam in a row after winning at Wimbledon and the US Open last year. It’s also his 15th career Grand Slam title.

GREEKS PROTEST AT MACEDONIA NAME DEAL Thousands of Greeks have protested on the streets of Athens over a deal with the neighbouring Republic of Macedonia about the country’s name.

An estimated 60,000 demonstrators gathered in Syntagma Square, outside parliament, chanting slogans including: “Macedonia is Greek.”

Meanwhile, Prime Minister Alexis Tsipras is preparing for another showdown in parliament over the so-called Prespes agreement. It means Macedonia will be renamed the “Republic of North Macedonia” in order to end Greek opposition to it joining NATO and the EU. Greeks from all political parties feel strongly about the issue which has led to many similar protests over the past year.

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Feature GORDANA POPOVIĆ,

PANEL COORDINATOR, EUROPEAN RESEARCH COUNCIL EXECUTIVE AGENCY - EUROPEAN COMMISSION, BRUSSELS

Serbian Researchers Should Be More Visible The European Research Council funds excellent scientists and their most creative ideas, supports cutting-edge research in all fields and helps Europe to attract and retain the best researchers of any nationality.

Despite their potential, there still aren’t many Serbian researchers applying to this exciting programme

A

fter many years working at the Technical University of Vienna as a lecturer and researcher, our interviewee started working at the European Commission in Brussels in 2002. Gordana is both Serbian and Austrian, and since 2010 has worked on the implementation of the grant schemes of the European Research Council (ERC), which forms part of the EU Research and Innovation Framework Programme – Horizon 2020. We had numerous questions for her, but first she told us about the ERC itself.

“The ERC provides funding for curiosity-driven research at the frontiers of knowledge. Since its establishment, the ERC has funded over 9,000 researchers and over 60,000 members of their teams, mostly Ph.D. and post-doctorate students,” explains Dr Popovic.

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Independent studies have shown that over 70 per cent of completed projects led to discoveries or major advances. The ERC launched the ERC Proof-of-Concept (PoC) Grants in 2011, which are available to help ERC grant

It is extremely inspiring to have insight into really impressive projects that represent breakthroughs in science. It is like plunging into the future

holders commercialise the results of their ERC research, supporting the earliest stages of marketable innovation.

“This additional funding aims to maximise the value of the excellent research that the ERC is funding, for example by assisting in establishing viability, supporting market research, clarifying the strategy of Intellectual Property Rights, investigating business opportunities or covering some initial expenses for a start-up,” explains our interlocutor. The ERC represents a specific part of the Horizon 2020 programme, which opens the door to initiatives coming from a base of scientists themselves.

What kind of feeling do you have when faced with ideas that come from a

scientific base, from your colleagues?

The ERC is indeed truly unique. It was set up for and by scientists and is boosting scientific excellence in Europe by funding the research of talented people from all over the world, following a competitive selection process. The model is simple – there is one evaluation criterion: scientific excellence of the project and the researcher.

The university or research institution where the researcher proposes that research be conducted and its location are not evaluated.

Our grant schemes are open to top researchers of any nationality, age or gender, from anywhere in the world. It is a ‘bottom-up’ programme: there are no policy-driven or predetermined thematic priorities. Everything depends on the individual researcher, their best ideas, curiosity, ambition, creativity, quality in all fields – Life Sciences, Physical Sciences and Engineering, as well as Social Sciences and Humanities.

Working on the implementation of the ERC programme is extremely exciting and rewarding.

I worked as a scientist and university lecturer for many years before coming to Brussels, so I can also view the programme from the perspective of what researchers need. I can say that it’s great to work on this programme. Here I have the opportunity to have direct contact and interaction with some of the greatest names in research.

I coordinate the ERC panel for Products and Processes Engineering, which covers engineering in the areas of aerospace, materials, chemicals, civil and mechanical engineering, biomedicine, energy, computing, production etc. It is a lot of work with many long days, but it is highly inspiring to have insight into really impressive projects that represent breakthroughs in science, to monitor them and see their impact. To what extent do Serbian scientists utilise the opportunities you provide?

It can be seen from the statistical data that Serbia has become much more active in Horizon 2020 than it was in the previous Framework Programme for Research and Innovation (FP7).

To date – halfway through Horizon 2020 – Serbia has already reached similar or higher figures (in terms of participation and funding received) to those it had achieved at the end of FP7. Numerous Horizon 2020 awareness and training activities across Serbia and the region have been conducted by colleagues from different Horizon 2020 programmes, and some

good results have been achieved. Serbia has also joined some European and world-leading research infrastructures, providing its scientists with access to state-of-the-art scientific tools and expertise.

As for the ERC, researchers based in Serbia have submitted 93 proposals, two of which have received grants. Dr Sofija Stefanović gained her €1.7 million ERC Starting Grant in 2014, in the domain of Social Sciences and Humanities, more precisely doing research on the prehistory of humans in the Balkans. Dr Magdalena Đorđević received an ERC Consolidator Grant of €1.3 million in 2016, in the area of fundamental physics.

Another eleven Serbian nationals have also received ERC grants to pursue their projects outside Serbia.

I know that there are many researchers in Serbia and that our science has huge potential. I hope more Serbian researchers apply for funding and that we will see more Serbians with ERC grants in the future

Four of those grant recipients are based in the UK, three are in France, two are in Switzerland and the others are in Germany and Spain. You’ve exerted a lot of effort to promote the opportunities provided by your ERC programme to the scientific community in Serbia. How often does someone from Serbia knock on your door in Brussels today?

Not so often. But the information about the ERC programme and how to prepare and submit a proposal can also be obtained via National Contact Points. They provide information free of charge to ERC applicants in their native language. Serbia has two: one is at the Ministry of Education, Sci-

ence and Technological Development in Belgrade, and the other at the University of Novi Sad. Their contact details are on the ERC website. Alongside the high technologies that are also your speciality and that we rate equally alongside innovations, the ERC also funds projects in the fields of social sciences and humanities. Can you describe some of the most notable projects in those domains?

This is another unique feature of the ERC: it’s probably the biggest Social Science and Humanities (SH) funding programme of excellence in the world. Some figures are worth noting in this

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Feature regard. More than 431 million euros were awarded in 2017 via the Social Sciences and Humanities (SH) panels of the ERC. This constituted 23 per cent of total ERC grants that year.

SH research funded by ERC covers so many fields that one can find exciting research projects on topics ranging from adolescent behaviour to energy poverty, migration patterns, the influence of algorithms on elections, economics and many more areas. The ‘Birth’ project in Serbia, led by Professor Sofia Stefanović, provides insight into prehistoric fertility in the Balkans between 10,000 and 5,000 BC. There are several examples of research projects funded by ERC that were highlighted, for example, on the occasion of

the European Year of Cultural Heritage. Those include ‘Regoticvaultdesign’, on how the great structures of the past were designed and built; ‘Trans-Sahara’, which discovered a type of tomb with painted funeral chapels that was used for ancestor worship in the region; ‘Fragus’, which revealed that humans arrived in Malta at least 700 years earlier than previously thought. Another interesting example related to arts is the ERC project in the Physics and Engineering domain called Flowmachines, which looked at how the composition of music can be assisted by artificial intelligence. It produced the first ever music album entirely created with artificial intelligence.

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...And, yes, there are also ERC Proof of Concept projects in SH. An interesting example is the project COMCIT, which aims to promote the use of imagery in teaching social sciences and humanities, in order to improve the understanding of societal issues around citizenship in the states that formerly comprised Yugoslavia. Another example is in arts. The project CIPRID develops an interactive online exhibition and an arts consultancy service to stimulate new creative and educational uses of the project’s results, in collaboration with indigenous artists, intellectuals and communities. Gauged on the basis of the participation of Serbian scientists in European scien-

Six ERC grant recipients have subsequently received Nobel Prizes and another three Fields Medals, while dozens more were awarded with other important prizes

tific programmes, what kind of image do we project regarding our potential to develop a knowledge-based economy?

From what I can observe, Serbia is projecting an active and engaging attitude towards Horizon 2020. If I take the statistics, Serbian scientists participate to a moderate level in all parts of Horizon 2020. However, their success rate in many areas is slightly below average, though in recent years it has gradually increased and is now in line with that of other enlargement countries.

Most notably, Serbia has been very successful in the fields of ICT and Energy. I know there are many excellent researchers in the country who can boost the knowledge-based economy, so there is huge potential in Serbian science. You often state that it would be good if scientists were present in the Serbian media more than reality show stars.

Towards which names would you direct our attention?

I could see that, if a researcher gets an ERC grant, they are featured in the mainstream media in many countries. Across Europe there are many actions that place attention on scientists, their work and results. Although I see some positive approaches and efforts by Serbian media outlets to promote science, I consider it very important for research and researchers to become more visible. I see that many scientists, trying to achieve important results with sometimes limited infrastructure, have to be creative, practically finding solutions for their experiments like ‘magicians’, day and night in their labs. It would be important to know about them and their work. In parallel, due to the enormous brain-drain that Serbia has suffered, many researchers are now based abroad, but it is very important for the country and its economy to know who they are and what great research they do. I have the pleasure and honour of knowing many great Serbian researchers in Serbia and beyond the country. Listing their names would cover all the space envisaged for this interview!

When flying to or from Belgrade with Air Serbia, I sometimes fly on aircraft that carry the names of famous Serbian sportsmen or actors, following the initiative ‘Living Legends’. I am looking forward to soon flying on an aircraft that carries the name of some of our great researchers. Why not?!

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Focus

Emigration

Intellectual Emigration:

Brain Drain

As part of the strategy for Serbia’s development and the country’s chance on the international scene, the number one priority and potential that is often mentioned is a knowledge-based economy, highly skilled people and new technologies

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his is meaningful in many ways: a small country could change its course drastically by riding the wave of the 4th industrial revolution and focusing on digital transformation and innovation. Post-Soviet Baltic republics are a good example of that, with Estonia, a country of 1.3 million people, being praised for being ‘the most advanced digital society in the world’ today, despite emerging as a very poor and underdeveloped state in the 1990s, after almost 50 years of Soviet rule.

Serbia’s IT sector is growing rapidly year on year, and its software services export was worth over a billion euros in 2018. All great results, but

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there are many challenges as well, and statistics that paint a different picture.

The results of the citizens’ census from 2012 showed that around 14% of the population is not schooled at all, or only completed one or a few years of primary school. This exceeds the total number of people with higher education qualifications (11%). More than 50% of the population were computer-illiterate. And when it comes to IT exports in 2018, only around 15% were product-based, while services accounted for 85%.

Another big challenge in the whole story is the brain drain – with many highly-skilled individuals leaving Serbia to build their careers and grow professionally elsewhere.

ANA BRNABIĆ

PRIME MINISTER OF SERBIA

REAL CHANGES AND REAL INITIATIVES MY GOAL AS PRIME MINISTER IS TO PUT STRONG FUNDAMENTALS IN PLACE SO THAT SERBIA THAT CAN BECOME EVEN MORE COMPETITIVE AND CAN CREATE MORE SUSTAINABLE AND DYNAMIC GROWTH We live in the Fourth Industrial Revolution, and the countries that recognise this can change their trajectory in the quickest and most direct way. This is especially true for smaller countries like Serbia, particularly where we might not have fully utilised all the opportunities of previous revolutions, especially the third industrial revolution,” said Serbian PM Ana Brnabić, speaking at the #Conference “Talent MeetUp 1.0”, held in Belgrade on 28th December 2018.

It is high time for Serbians at home and abroad to come together at a conference like this one, in order to discuss how we can all work together to created positive changes in a more structured and sustainable way.

MILOŠ STEFANOVIĆ

MEMBER OF BOARD OF DIRECTORS OF THE SERBIAN CITY CLUB

CIRCULAR MIGRATION VS. BRAIN DRAIN DURING THE 1990S, ACCORDING TO SOME ESTIMATES, OVER 100,000 YOUNG PEOPLE, PREDOMINANTLY HIGHLY EDUCATED INDIVIDUALS, LEFT SERBIA TEMPORARILY OR PERMANENTLY. FOLLOWING THE DEMOCRATIC CHANGES, EMIGRATION CONTINUED WITH REDUCED INTENSITY, BUT THAT WAS ALSO THE FIRST PERIOD AFTER A LONG TIME

The goal of this government is to transform both our economy and our society, primarily by focusing on the unique attributes of knowledge, innovation, ingeniuty, creativity and talent. We are aiming to build a more competitive Serbia with more sustainable and dynamic growth, and in doing so to compete with other countries not on the basis of how cheap we are, but instead on the basis of how much we know and how creative we are.

Technological advances also bring in new opportunities for cooperation. We no longer have to be in the same place physically in order to work together. My greatest desire is not only for our people to stay in Serbia, but also for many of the people who have left to come back. I recognise that we can’t always achieve this, but technology still allows us to work together on initiatives and tangible projects as if we were all in Serbia.

I also want to mention some of the things that the Serbian Government has undertaken and in some cases already completed with the goal of transformation. We introduced Scratch and Python computer programming to primary schools, delivered a five-fold increase in specialised IT departments in secondary schools, boosted capacity at technical faculties throughout Serbia by twenty percent, strengthened the Innovation Fund, introduced the Science Fund, secured Serbia’s full membership in CERN, and opened the Centre for Humanities and Social Sciences in Tršić, which is equivalent to what we already have in the Petnica Science Centre…

I also hope that this won’t turn out to be just another conference after which people no longer see each other.

Whenever I travel abroad, I make an effort to try to meet with representatives of our diaspora. I had excellent meetings when I was in London with the Serbian City Club, and when I was in New York, with the Serbian Entrepreneurs. It seems to me that all of this is only the first step, and I would like in the future – perhaps in mid-2019 - for us to see each other again, to revisit what we’ve done, and to see what else is still to do.

I thank everyone present for taking the time to attend and for your interest in helping. This simply underlines once again that positive changes are worth celebrating, whether we’re in Serbia or living abroad.

THAT THERE WAS ALSO A RETURN OF PEOPLE TO THE COUNTRY. HOWEVER, THE NEXT SHOCK CAME IN 2003, WITH THE ASSASSINATION OF PRIME MINISTER ĐINĐIĆ, AFTER WHICH OUTWARD MIGRATION AGAIN INTENSIFIED, HIGHLY EDUCATED INDIVIDUALS AGAIN BEGAN LEAVING, AND THOSE OF US WHO WERE ALREADY IN LONDON LAUNCHED THE IDEA OF THE SERBIAN CITY CLUB, AS A NETWORK WITH THE BASIC TASK OF SOMEHOW ENTICING, ACCEPTING AND CONNECTING ALL THOSE PEOPLE London has always been a hub of talented people, with their own knowledge and ideas, so our club has grown from the original 16 members to encompass over 2,000 members in just a few years, and then we also formed the leadership of the club that is still working today. When we reached such a critical mass, our first initiative was to start getting to know our members specifically: why they left, what they hope for, what their profession is etc., but also whether they’re considering a possible return to Serbia, and what would need to change in order for them to return. Some of our internal research, conducted periodically, shows that there are roughly three groups. One third that is actively working on being able to return to Serbia, by seeking employment or starting some

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Focus

Brain Drain

business of their own; one third that mostly comprises people who’ve just arrived and who don’t want to return at all and aren’t considering moving back; and one third that is particularly interesting for the Club as they are considering repatriation but don’t know where to start.

Those of us who run the Club opted for a strategy by which the Club must become a bridge between Britain and Serbia, a link between highly educated, often already professionally profiled people who want to return to the country, and the relevant factors in Serbia that has a shortage of such personnel. We are still working on that job today, but now with membership in over 40 countries on all continents, but also with 500 members who have returned to Serbia.

The largest number of our members who returned to Serbia established their own companies, whether in IT or some other sectors, and brought with them knowhow, contacts and investors. People have also returned to the country by finding employment, primarily with foreign employers, but also with domestic firms, though always private. When it comes to the public sector and the gaping holes, members of the Club are very rarely interested in occupying what we like to refer to as a “director’s chair”, and in their opinion they don’t want to build a career that’s dependent on which party membership booklet they carry in their pockets . It’s enough for them that in their career abroad, unfortunately, they are

ANA RANITOVIĆ

POSTDOCTORAL ASSOCIATE, UNIVERSITY OF OXFORD; RESEARCH ANALYST, UNIVERSITY OF GRONINGEN

DIASPORA AS A GREAT OPPORTUNITY WHAT IF, INSTEAD OF THINKING OF THE DIASPORA AS A PROBLEM, WE THOUGHT OF IT AS A SOLUTION? PEOPLE, WHETHER LIVING IN SERBIA OR ABROAD, ARE SERBIA’S GREATEST WEALTH. IN THIS DAY AND AGE, WE DON’T HAVE TO BE PHYSICALLY PRESENT TO MANAGE, COLLABORATE AND SHARE KNOWLEDGE. ALTHOUGH I LIVE AND WORK ABROAD, I CO-FOUNDED AN EDTECH START-UP IN BELGRADE WITH LONG-TIME FRIENDS AND COLLEAGUES. THANKS TO NEW TECHNOLOGIES AND ONLINE COMMUNICATION, IT HAS NOT ONCE BEEN A PROBLEM TO WORK TOGETHER. IN ADDITION, DOING BUSINESS FROM SERBIA HAS MANY ADVANTAGES - START-UP AND OPERATING COSTS ARE VERY LOW IN COMPARISON TO THOSE ABROAD, AND THERE ARE MANY TALENTED AND HIGHLY QUALIFIED YOUNG PEOPLE, ESPECIALLY IN IT. 24

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often largely inhibited by the colour of the passport that we all carry from birth.

In the Club we don’t use the term “brain drain”, first of all because we think it is inadequate, and that brains are both in and out of Serbia.

Our suggestion is to talk much more about “circular migration”, where people and talents are constantly on the move, and the recognition of such a trend of mobility will help us to find mutual solutions, in which the state of Serbia and its economy and society gain an advantage in the long run, along with talented people themselves. When we talk about the future and ways for us to connect, the Club considers social and legal changes as being important, and they are not only important for returnees, but also for those who have already returned.

The best ambassadors for repatriation are our members who’ve returned – ask them where the obstacles that are still stuttering are and enable them to express their creativity to the maximum. There are a handful of examples, from paying taxes in advance, to complicated bureaucratic procedures and the obligatory utilising of connections in order to solve problems... The level of income is just part of the story.

All of that already hurts talented people who are already in Serbia, who recognise our talents abroad. And all of this hinders the issue of potentially returning.

Living abroad has shown me that Serbian expats are very motivated to contribute to their home country, to give something back. Every now and then, we hear that it would be best for members of the Serbian diaspora to return home, but the issue of what they – we –could do and where we could work, once back, is rarely considered.

This got me thinking – what if, instead of thinking of the diaspora as a problem, we thought of it as a solution? In this day and age, is it really necessary for people to be physically present in order to manage, collaborate and share knowledge?

People – both those living in Serbia and those abroad – are Serbia’s greatest wealth. The knowledge, expertise and social capital of the diaspora is a great and underutilised opportunity. At the same time, there are many talented and ambitious people who are thirsty for knowledge and innovation, and who would prefer to stay in Serbia if possible. All we need to do is help make the connection, which we did with the ‘Serbia on-line’ [Srbija na vezi] mentorship project.

Although small in scale, it yielded impressive results and I can only imagine what could be achieved if such an initiative was conducted at a higher level, systematically. In the end, 120 young scientists were connected with 65 scientists in the diaspora, working in 76 areas, multiple study visits, a couple of international science projects, and cooperation between Serbian and foreign research and science centres.

Although I live and work abroad, that has not been an obstacle to running a business in Serbia. Together with long-time friends and colleagues from Belgrade, I co-founded the edtech start-up, Kampster, 18 months ago with the goal of solving the problem of motivation in online learning. Since then, we have catered to over 20,000 happy users, opened three offices and begun doing business both in Serbia and abroad. And all this with me as a remote partner, which has not once been a problem, thanks to online communication and collaboration technologies and the wonders of low-cost travel. In addition, doing business from Serbia has many advantages - startup and operating costs are very low compared to those abroad, and there are many talented and highly qualified young people, especially in IT.

VUKAŠIN STOJKOV CO-FOUNDER STARTIT

KNOWLEDGE ECONOMY AS SERBIAN “TRUMP CARD” IN ORDER FOR US TO MAKE ANY SERVICES OR PRODUCTS AVAILABLE ON THE INTERNATIONAL MARKET, WE NEED TO KNOW THAT INFORMATION REGARDING THE ORIGIN OF PROFESSIONALS OR PRODUCTS IS AN IMPORTANT FACTOR THAT’S TAKEN INTO ACCOUNT

BY PARTNERS OR CLIENTS, AND THAT THE CURRENT BRAND OF SERBIA IN THIS CONTEXT ISN’T AT AN ENVIABLE LEVEL. IN ORDER FOR US TO CHANGE THIS, WE NEED TO RELY ON THE DIASPORA COMMUNITY, WHERE

NIKOLA MARKOVIĆ PH.D. RESEARCHER, RUHR-UNIVERSITÄT BOCHUM

MANY THINGS STILL IMPOSSIBLE IN SERBIA I’M IN THE FINAL STAGE OF DEFENDING MY DOCTORATE IN THE FIELD OF ELECTROCHEMISTRY IN GERMANY. I TOOK MY FIRST STEPS IN SCIENCE AT THE FACULTY OF CHEMISTRY IN BELGRADE. I DEFENDED MY MASTER’S WORK IN THE FIELD OF RENEWABLE ENERGY AT THE INP INSTITUTE IN TOULOUSE, FRANCE. I NOTICED THAT THE INTERCULTURAL ENVIRONMENT THAT’S PRESENT IN ALMOST ALL OF THE SCIENTIFIC TEAMS WITH WHICH I’VE COOPERATED IS VERY IMPORTANT FOR THE DEVELOPMENT OF SCIENTISTS IN BOTH A HUMAN AND A SCIENTIFIC SENSE

THERE ARE MANY SUCCESSFUL AND CAPABLE PEOPLE WHO ARE WILLING AND ABLE TO HELP As a country with a poorly developed economy, which doesn’t have a wealth of natural resources on which to base that economy, the only right choice for us is to focus on the so-called knowledge-based economy, to take care as a society that we’ve invested the maximum possible amount in educating our citizens to create products and services based on knowledge and creativity.

These products and services still only make sense if they are offered on the global market, given that our own market is poor and simply small. Considering this, it is of incalculable importance for us brand ourselves as a country, given that information about the origins of a professional or product is a factor that each prospective partner or client considers. In this context, the current Serbian brand isn’t at an enviable level.

In order for us to succeed in this venture, we must try to rely on the diaspora community, in which there are many successful and capable people who can help entrepreneurs and creators from our home country to break into developed markets, and in order for us to succeed in this we must treat the diaspora with full respect and sincerity, and thus build a necessary bridge of trust.

Startit’s role in this is twofold – in the 10 years to date we have focused on building the capacity of the domestic ecosystem, with an emphasis on the development of technological entrepreneurship. We hope that in the next 10 years of our work we will be able to contribute significantly to opening doors for our businesspeople and producers on Western markets, together with organisations and projects like Serbian Entrepreneurs and Serbia Creates.

The organisation of master’s and doctoral programmes is at an enviably high level in both France and Germany, where the needs of students are considered to the minutest detail. It’s also common for the city itself to be organised in such a way that it serves students, from public transport to food. The focus of the research I do is in the field of the development of enzymatic biofuel couplings and biosensors, and this is a very specific field that isn’t very well developed in our country. Although we have a large number of renowned scientists in this field, the majority of them are, unfortunately, developing their careers beyond the borders of Serbia, primarily in America, but also in Europe.

The reasons for that, and the differences between Serbia and other countries, are above all in the opportunities that are currently extremely limited in Serbia.

For example, when it comes to the availability of equipment, which is very expensive for the experiments that I deal with, we can’t even draw a comparison between Germany and Serbia, because the budgets we allocate for equipment and projects in Serbia are simply too small. Another major difference is that European institutes have an opportunity to collaborate in the scope of various European projects. I’m working on the European “BIOENERGY” project, which includes nine institutes across Europe, and the programme was conceived in such a way that I had an opportunity to collaborate closely with colleagues and to work at several institutes that are part of this project, which is a great advantage of the European Union.

When it comes to some of my future steps, I plan to continue my career in the industry of applied electrochemistry, but, unfortunately, I still don’t think there’s a chance for something like that in Serbia. The field that I would work in is related to renewable energy sources or the development of medical equipment, and the very development of such products in Serbia is currently not possible due to technical reasons, and as such I will probably continue my career in Germany or Switzerland. If conditions for work or cooperation were to exist in Serbia in some future period, I would very happily return, because you’re nonetheless your own person in the country where you were born.

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Davos 2019 World leaders in favor of international cooperation and free trade struck back against the wave of populist nationalism that has featured more prominently than usual at the latest gathering of elites in Davos, Switzerland

Calls For Global Cooperation

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s a dizzying array of heads of state - from Poland to Colombia to Rwanda - addressed political leaders and business tycoons, the question of global cooperation emerged as a dividing line.

The leaders of Japan and Germany — countries that have flourished on trade since their devastation under nationalist leaders in World War II — focused on the need for cooperation.

German Chancellor Angela Merkel delivered a robust defence of the post-war multilateral order on Wednesday, lauding compromise as a virtue in international relations in a veiled criticism of U.S. President Donald Trump.

In an address to global political and business leaders in Davos, Merkel urged Western powers to think beyond their narrow national interests and to reform global institutions with a view to achieving “win-win” outcomes.

Germany, Europe’s largest economy, is heavily dependent on international trade and, as such, has a great interest in preserving the integrity of global multilateral systems that are now confronted by Trump’s ‘America First’ approach. “(The Western world) has to act against the fragmentation of the international architecture, and be ready to reform the existing

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institutions,” Merkel said in her address to the World Economic Forum.

“I think we should understand our national interest in a way that we think about the interests of others and from that create

Merkel said Europe was on a path with no guarantee of success as it faced the economic forces of the United States and China, adding: “We are seeking allies who share our values.” win-win situations that are the precondition for multilateralism,” she added.

According to Merkel, global organisations like the International Monetary Fund and the World Bank must be reformed to restore confidence in the global financial system.

“For a long time, emerging countries like China and India influenced the world economy in a very strong way and when an existing system takes too long to react the consequences are that others (countries) make themselves noticeable through new institutions,” she added.

Merkel, who has been German Chancellor for 13 years, is trying to defend a western alliance shaken by Trump’s presidency, and to bind together a European Union in which Germany has forged its post-war identity, but which is being tested by Brexit and nationalism.

She was dubbed the ‘liberal West’s last defender’ when Trump succeeded Obama - a moniker she has dismissed.

Merkel said Europe was on a path with no guarantee of success as it faced the economic forces of the United States and China, adding: “We are seeking allies who share our values.”

“We see today how economic strength is effective,” she said, pointing to sanctions on Iran and the effectiveness of U.S. foreign policy. “This is due to the strength of the dollar as a currency.”

“Then the question arises: how can we in the euro-zone become as dominant? How can we arrange it so that we have economic weight on the scales... you have to be economically strong to assert yourself.”

Leaders’

ADIR EL AL, CEO of AFI Serbia

OLIVERA ZULOVIĆ, Affluent Clients Manager for Societe Generale Bank Serbia

TANJA JELIĆ, Expositur

Business Philosophy Of Simplicity

Avantage – Keeping Up With Your Success

Facilitating Serbian Business In Germany

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MEETING POINT VLADIMIR BOŠKOVIĆ,

Member Of The Executive Board Corporate And Global Markets Chief Officer Sberbank

FRANK BAUMANN, Director, Goethe-Institut Belgrade

VESNA KUKIĆ LONČARIĆ, Jysk Country Manager For Slovenia, Croatia, Bosnia & Herzegovina And Serbia

Bridge Between Reliable Partner Serbia And To Exporters Germany

Scandinavian Values

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ADIR EL AL, CEO OF AFI SERBIA

Business Philosophy Of Simplicity The most beautiful solutions are simple – a philosophy of success

company’s projects in Serbia and for your reporter is also proof of what we spoke about a few years ago when Mr. El Al told CorD Magazine that AFI Europe is here to stay as it has recognized Serbia as a good place to invest.

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he holiday season is behind us - we are sitting in the cozy premises of Airport City like many times before with our host Mr. Adir El Al. Just a few years ago, I would add “CEO of Airport City” next to his name and everybody would immediately associate him with the most successful business complex in Belgrade, beautiful glass façade buildings in New Belgrade with a long list of famous companies residing there -etc.

What is different now?

The current title would be longer, as it includes another project: CEO of Skyline.

Also it would be extended with the title of CEO of AFI Serbia, and that’s probably the biggest difference - since it represents new investments that AFI Europe has here. It represents a steady development of the

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Where should we start: with your expectations and plans for 2019?

We see our future and the future of projects as stable and prosperous in 2019.

When it comes to Airport City, which became a ‘must’ on the office space market, we plan to continue and add another building in 2019. The ACB family is growing and companies working here demand more space, as their businesses are developing, so it’s natural that we follow the market demands.

What about the concept, having in mind that ACB is recognizable as a “City within a City”?

Our concept proved to be superior and broad enough to give us space to expand.

We will continue to offer the best quality, but also the best possible maintenance and this very special atmosphere of a City within a City.

It seems that all your project have that special ingredient: “atmosphere”. How do you achieve that? Airport City is for years now repeatedly winning the Award for the best brand - it is not usual for a real estate complex to be recognized as a brand.

It just seems on the surface that these

things do not go together. On the contrary, in the modern world, in working or private environments, you must provide the appropriate atmosphere. Much more than an office and a desk, an apartment and a garage... you must provide a lot more.

People need to feel good. They shouldn’t lack anything that makes their work and life easier and simpler. I think that all wisdom is in simplicity; in understanding the needs of clients – from the global companies to which we lease business premises to the tenants of our future residential buildings. Ambience is what defines and contents are what meet people’s needs.

After you add to this list comfort that is unobtrusive, plus an exterior that encourages and inspires you, and an interior that relaxes and doesn’t burden you, this all together gives people a good feeling; both for working and living. The formula for success is in the synergy of the most modern architecture, infrastructure and adequate ambient units.

Do you expect Skyline to also have a special atmosphere?

Skyline is certainly a great challenge.

It is a marvellous project in a very special place which will change the silhouette of Belgrade. With its three towers overlooking the river on one side, providing its residents with the best views of green Dedinje and Avala on the other.

However, the concept we are offering is as important as it was in all other projects: apart from architecture and quality

buildings, which represent our standard, it will give its inhabitants the security and comfort of a nest with a piazetta in the middle, elegant shops, the marvellous little Three Keys Park and plenty of modern facilities - from parking to the best private swimming pool in the city. I am sure that it will become a synonym for a beautiful –lifestyle, just as ACB became a synonym for a successful and special business environment. We know how to develop a consistent concept and this is what sets our projects apart from some others. And 2019 will be a start for us in Skyline in that very direction.

Is this something you brought with you or has it developed over the years you’ve spent in Belgrade - after all, you have been here for 16 years and that has certainly influenced you?

If you were asked to compare the time when you started with today’s time what would you say?(A broad smile appears on Mr. El Al’s face) Well, you bring your heritage with you, but sixteen years is a long time in one’s life. Belgrade’s atmosphere and your life habits certainly influenced me. I am different than I was in the beginning and my understanding of different cultures is certainly more profound.

From the time I came until today, Belgrade has experienced a huge transformation. I can say with great satisfaction that the progress is fantastic. My company and I feel as though we’re part of this prosperity, because it’s something we partly participated in. The arrival of global companies, the economic progress achieved, the business environment provided for them – all of that is part of the chain that has contributed to this success. I am very proud that our clients, people from successful business circles, found a fitting business space precisely in our facilities, and that the standards we provide them with are the same as those provided to top-notch businesses anywhere around the world.

What are the reasons for your conviction

The huge infrastructure developments we’ve built bring with them immense value that remains in Serbia. I have a special relationship with this which isn’t only in a business sense, but also human and slightly emotional. I love Serbia and I love Belgrade

in the prosperity of real estate here?

Serbia is progressing and the business environment is improving every year, even though people might not notice certain processes that businesspeople and investors from abroad recognize.

And when it comes to our situation, my conviction comes from the fact that the huge infrastructure developments we’ve built bring with them immense value that remains in Serbia, many people got jobs and companies developed their businesses

with us, and I feel that people and officials here appreciate that.

My company appreciates Serbia as a very important strategic destination.

We at AFI Europe have big plans for the years ahead.

And you personally?

I have a special relationship with Belgrade that isn’t only in a business sense, but also human and emotional. I love Serbia and I love Belgrade. My family lives here. We have been very happy here for years now.

Belgrade is a beautiful place to live. It’s simple; the people are cordial and open.

Dealing with business, administration and regulation might not be that simple, but it’s nice for living.

And that simplicity we mentioned at the beginning brings us back to the conclusion that new ideas are born and created from simple things.

Yes. When you manage to make complicated, tricky things seem clear and simple, solutions will emerge. This is both my business and private philosophy. Make it beautifully simple,” concludes Adir El Al.

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Cooperation

“German-Serbian cooperation had produced visible effects, while the focus was particularly on encouraging sustainable growth and employment.” – THOMAS SCHIEB, GERMAN AMBASSADOR TO SERBIA

LOCAL NEWS

BRITISH COMPANY DELPHI

SBERBANK AND TELEKOM SRBIJA

British company Delphi has opened the Aptiv Packard factory in Leskovac. The factory will produce electrical installations for the auto industry and should employ around 2,000 people by year’s end 2020.

Delphi invested €25 million in the factory complex, which occupies up 30,00m2 in the Green Zone location, while the City of Leskovac permitted the British company to use six hectares of land for this investment.

Over 400 workers have been employed at the factory so far, while another 700 are planned to be employed by the end of this year.

Delphi has over 147,000 workers in factories in 45 countries, among which is a factory in Novi Sad that opened in 2015 and currently employs around 3,000 people.

On the occasion of the visit of the President of the Russian Federation, Vladimir Putin, Sberbank Srbija and Telekom Srbija signed a memorandum of cooperation (MoC). This memorandum was initiated by a closed contract concluded between the two companies. Namely, Sberbank Serbia participated with €25 million in the €77 million loan to Telekom Serbia.

This credit investment is part of the wider “Milion+” campaign, conducted by Telekom Srbija in order to reach over a million users of its multimedia services and the internet. Sberbank Serbia is a unique partner in building bridges between companies in Serbia, Russia and the Commonwealth of Independent States, with a comprehensive portfolio of banking services.

NEW PLANT IN LESKOVAC

BRAUEREI GROUP

NEW OWNER OF VALJEVSKA PIVARA The Valjevo Brewery, Valjevska Pivara, has been sold for over €3.5 million to the Belgrade-based Brauerei Group, which announced that €5 million will be invested in the modernisation of this company over the next two years.

Valjevska Pivara is the oldest company in Valjevo, currently employing around 200 workers.

Brauerei Group was founded in 2018 by Zivojin Jovanovic and Miloje Blizanjac from Trlic near Ub and Zoran Kostic from Brzece near Bris. Jovanovic also heads the Trlic Farming Cooperative, while Kostic is head of the Brzecebased company Brzmin.

Based on the information available on the website of the Business Registers Agency, the Brauerei Group was founded on 6th December 2018 as a limited liability company with beer production as its main activity.

BELGRADE WATERFRONT

IMPROVING LIVES IN CITIES Supporting the development of new technologies is crucial for the contemporary lifestyle in large cities, as they get more complex on a daily basis. This support needs to be concrete and action-orientated – at least this is the opinion of socially responsible companies like Belgrade Waterfront, which organised “I have a solution for a smarter city” prize contest, aimed at helping to develop innovative solutions in the area of “smart cities”. The mission has been quite successful, if measured by the quality of the winning ideas, which shared a prize pool of 10,000 euros. The Energym team won first place with their idea of a smart gym that creates energy while you work out, while other two teams – Smart Light and Smart Solutions – were no less innovative with ideas about smart street lighting and smart containers helping in more effective waste treatment, respectively. To further develop or apply the best solutions, Belgrade Waterfront has also secured an additional pool of 25,000 euros!

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February

SIGNED A MOC

GAZPROM

TURKSTREAM TO BE COMPLETED BY END-2019 The construction of the TurkStream pipeline across the territory of Serbia will be completed by the end of 2019, said head of Gazprom Alexey Miller, adding that the pipeline will be 403 kilometres long.

“The pipeline will cross the Serbian-Bulgarian border and go all the way up to the Serbian-Hungarian border. As for the deadlines, the main line will be built by the end of 2019,” Miller said.

Russia and Serbia have signed a Memorandum of Mutual Understanding on the expansion of the capacities of the Banatski Dvor underground gas storage facility. The memorandum defines the basic parameters of the expansion of the underground storage to 750 million cubic metres per year.

Education

“With fake news, we will best deal with investing in education, and that’s why Serbia invests in changing the concept of education - let’s teach young people how to think, not what to think.” – ANA BRNABIĆ, SERBIAN PRIME MINISTER

Placements postings

&

appointments@aim.rs

ANDRÉ RINNENSLAND, NEW CEO OF METRO CASH & CARRY SERBIA

ADRIA HOTEL FORUM

HOSPITALITY EXPERTS IN BELGRADE The 7th Adria Hotel Forum (AHF) will for the first time be held in Belgrade’s Crowne Plaza hotel on 20th and 21st February, covering the topic ‘Is The Future Bright?’

The conference will be opened by three renowned international companies: TripAdvisor, STR and Colliers International, with the goal of comparing travel results with travel rates and investments. Immediately after, the EBRD’s chief economist will present what we should expect of a new economic crisis to arrive during 2020.

Beside this two presentations, panellists and participants will discuss the following questions: “Who wants to finance and invest in projects and is there a model to insure the investment?”, “How can large projects change the city perspective?”, “What is the future model of employment and where will the employees be coming from?”, “New lifestyle brands and how much design effects the guests’ emotions and experience,”, and many more issues.

AHF is a “must” for all relevant decision makers and hospitality leaders. Some of the AHF panellists are the global hotel investment funds that are interested in investing in this region and leading regional companies linked to hotel industry.

BULGARIAN SOPHARMA

ACQUISITION OF LEKOVIT

Bulgaria’s largest pharmaceutical company, Sopharma Trading, took over a 100% stake in the Serbian Lekovit.

Looking for scale and continuous dynamic growth, the company started regional expansion by entering the Serbian market in May 2015 with initial plans aimed at the market penetration of a portfolio of exclusive brands, followed in the summer of 2017 by the acquisition of a majority share in the fastest growing Serbian pharma distributor – Lekovit.

The agreement was signed following the unconditional approval of the agreement on the purchase of a majority stake by the Commission for the Protection of Competition of Serbia in late July.

In 2016, the compay had 150 employees and an operating income of over €50 million.

André Rinnensland previously held the position of Global Director of ‘House of Learning’ and regional HR Director of operations at METRO AG in Asia. With this appointment, Serbia has received a director who has amassed great professional experience within the scope of the company, which will primarily contribute to further development and investment in employees, and in turn lead to an increase in the growth and development of the company’s operations as a whole. Rinnensland gained his comprehensive professional experience working in various sectors within the industry, which ensures he is additionally qualified to lead and further develop the company in Serbia. He has worked within the framework of METRO Italy and METRO Turkey, as well as at the company’s headquarters in Germany, where he gained significant practical experience and insight into the development of human skills and competences, focusing on their professional advancement.

GERMAN COMPANY WITZENMANN

TO BUY LAND IN KULA

The sale by auction of a plot of land to German company Witzenmann for the construction of a facility that should employ 350 workers, according to the company’s director, Michael Scheib, is set to take place in Kula.

The working meeting involved the president of the Temporary Authority of the municipality, Velibor Milojicic, and representatives of Witzenmann. The company expressed its intention to buy six hectares of land for the production of flexible elements for the auto industry in the Kula industrial zone.

“The decision on the sale of the parcel is expected to be reached in mid-February, after which Witzenmann will be registered as the owner and formally eligible for a building permit,” Milojicic announced.

The deadline for the German company to commence its operations is March 2020.

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31

OLIVERA ZULOVIĆ, AFFLUENT CLIENTS MANAGER FOR SOCIETE GENERALE BANK SERBIA

Avantage – Keeping Up With Your Success Avantage premium business model offers clients superior banking expertise and service, which saves time, but also money

P

lan to invest your funds in real estate? Want the best education for your child or a safe future by retaining your savings? If you have these or similar ambitions, you will need the right financial advice and support on how to achieve them. In short, you will need the services of Avantage, a Societe Generale Bank business model. Olivera Zulović, manager for affluent clients of Societe Generale Bank Serbia explains us what it implies and what benefits it brings to clients.

What is the Avantage business model?

Avantage fulfills the needs of the clients who have high expectations from their bank. The entire concept of the Avantage business model offers our premium clients security in planning their personal finances. It is designed for everyone with high expectations of daily banking and of products and services that support their lifestyle. Professional support from their bankers is constantly at their disposal. Our duty is to offer exceptional daily banking, the highest service quality, constant availability and top expertise.

What are the daily banking benefits for Avantage clients?

When they are not in the office, businessmen work on the go, between meetings

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February

and calendar bookings. For financial planning, the Avantage business model offers premium clients both top-quality banking expertise and time-saving service, but also money through a number of benefits at their disposal such as m-banking and e-banking payment applications and transactions without commission, support in planning

Our duty is to offer exceptional daily banking, the highest service quality, constant availability and top expertise

savings or investing in securities. Bankers are also available in online bank branches, both after business hours and at weekends.

Personal bankers of Avantage clients are branch managers at the same time, which means that these clients’ requests are processed as a priorities.

What distinguishes Avantage from classic banking services is the concept of ‘Avantage učitavanje’ events. What do the clients - visitors to these events receive from you?

They receive an unforgettable experience they receive an unforgetable experience, different from the one that they cannot afford otherwise and also and also great impressions after exceptionally well designed theme events that are retold for months. “Avantage učitavanje“ is a series of several events in a year which we organize following the interests of our clients. So far, we have ‘taken’ their families to horse racing, where they had the opportunity to be horse owners for a day, while the bravest could follow the race riding in a judge’s jeep. We have also taken them through the underground passages of the old city heart of our capital and told them the secrets of the love life of the Obrenović dynasty. The home of the famous architect Ilija Gligorijević, a scene of turbulent artistic life, was the meeting place of the Avantage clients at the last Učitavanje event we organized last year.

We peeked into a house whose interior and aesthetics leave nobody indifferent.

Societe Generale Serbia seeks to offer unique experience from the worlds of culture, business and art to its premium clients even outside working hours. ’Učitavanje’ is our way to share pleasant experiences, enrich ourselves and spice up relationships with clients. The whole team we are organizing events with is positively ‘infected’ by Učitavanje, and

we inevitably transfer this inspiration to our clients.

Investing in a relationship with clients based on trust is the right thing to do, if we understand what they expect from us

In general, Avantage implies a unique type of personalized access to clients?

We realize that the personalized approach is the right approach after we make sure that our clients have built an almost friendly relationship with our bankers, which is the result of great confidence in our expertise and quality of service. We have invested a lot of effort into researching and understanding the actual needs of our clients and I believe Avantage is the answer to the whole lifestyle of individuals, and much more than banking. Investing in a relationship with clients based on trust is the right thing to do, if we understand what they expect from us. I think every manager should be curious to test himself as many services as possible that he offers to his clients, because only in this way he can recognize what is a good product or if further improvements are needed. On the other hand, the same curiosity motivates us to ask them for suggestions and advice, to test the boundaries of the whole concept for affluent clients and move them further together.

February

33

Invaders

“We don’t see these people as Muslim refugees. We see them as Muslim invaders.” – VIKTOR ORBAN, HUNGARIAN PRIME MINISTER

REGIONAL NEWS ALBANIA

TIRANA BANK SOLD MACEDONIA’S KOMERCIJALNA BANKA

BULGARIA

OTE SELLS TELEKOM ALBANIA Deutsche Telekom’s Greek subsidiary, OTE, is to sell the whole of Telekom Albania to Bulgarian Vivacom owner Spas Roussev and an Albanian-Bulgarian businessman, Elvin Guri, OTE said.

Roussev is a controversial figure in Bulgaria who boasts a long history of links with Bulgarian politicians and Russian financiers, having participated in key deals with Russian banks.

His telecommunications company Telelink has a strong foothold on the market in Bulgaria.

His most significant purchase by far came in 2014-2015 when he bought Vivacom, one of the three largest mobile networks in the country, in a consortium with VTB Capital and the Delta Company of ex-finance minister Milen Velchev.

Albania’s competition authority said it has approved the sale of the 98.83% stake in Tirana Bank held by Greece’s Piraeus Bank to Albanian investment group Balfin and Macedonia’s Komercijalna Banka.

Komercijalna said in a filing to the Macedonian Stock Exchange in August that Balfin will own a majority stake in Tirana Bank after the purchase.

Tirana Bank will continue to operate as a separate entity, Komercijalna Banka added.

Including the investment in Tirana Bank, Balfin’s investment portfolio totals $1.4 billion, with investments in Albania, Macedonia, Kosovo, Bosnia, Montenegro, Austria and the United Kingdom.

Komercijalna Banka is Macedonia’s largest lender, with assets in excess of €1.7 billion.

MACEDONIA

HELLENIC PETROLEUM SUES MACEDONIA Macedonia hopes negotiations can persuade Hellenic Petroleum to lower the sum of $32 million that the Greek company is demanding in damages before the Court of Arbitration in Paris.

The government is launching a process of negotiation aimed at finding a solution which will decrease the potential damage to the Macedonian budget, for something that has been done by a previous government.

This is the second dispute between the Greek company and the Macedonian government. Macedonia lost the first one in 2007 and had to pay $52 million in damages.

In the much criticized deal, Macedonia agreed to buy 500,000 tons of heating oil annually from OKTA for the next 20 years, which energy experts warned was way more than the country actually needed.

ROMANIA

DACIA SOLD OVER 700,000 CARS IN 2018 Dacia has recorded the best performance in its history in 2018, with sales of 700,798 cars on the domestic and international markets, up by 7% against the previous year.

One of the best performances was in Europe, with 511,000 units, placing the manufacturer on the 14th position in the rankings of best sold brands, with a market share of 2.9%, up by 0.27 percentage points against the previous year.

Historical records of sales were noticed in France, Italy, Spain, Poland and Belgium, while in Germany Dacia has reached a level close to the record in 2009. About 50,000 cars were sold in Morocco.

The sales on the Romanian market reached 54,593 units, by 26.2% more than in the previous year, reaching a market share of more than 30% of new cars sales. The new Duster was sold to 13,179 customers, most of them (77%) choosing the 4×4 option.

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HUNGARY

AQUAWORLD AND FOUR SEASONS WIN BIG AT WORLD SPA AWARDS Aquaworld Resort Budapest Hotel and Spa has been awarded ‘Hungary’s Best Resort Spa 2018’, while the spa at Four Seasons Hotel Gresham Palace Budapest was awarded ‘Hungary’s Best Hotel Spa 2018’. The international World Spa Awards are often regarded as the ‘Spa Oscars’ and the fact that Hungary received two nods is amazing, especially as the prizes are voted on by 650,000 professionals in each category.

Hungary’s spas have been making quite a splash in international media of late, just recently CNN published two articles on the spas and wellness in Budapest.

TANJA JELIĆ, EXPOSITUR

Facilitating Serbian Business In Germany Agency “Expositur” makes it easier for enterprises from Serbia to enter the world of entrepreneurship in Germany, providing them with support before, during and after the establishment of their company, advising on conditions for working and hiring employees, as well as help in running their business

I

t was important for me to be able to do a lot of the work regardless where I’m located, to be able to live in Serbia and go to Germany as required, so that’s how ‘Expositur’ opened in Belgrade, explains Tanja Jelić.

You’ve spent your whole life in Germany. How are your connections with Serbia?

Emotional. I love Serbia; my parents are

Serbs and I spent my childhood here. My husband is a Serb, and as such our three daughters can’t be German either. For the past eight years we’ve been living between Belgrade and Bad Neuenahr-Ahrweiler, and for the last two years, since our children have had school obligations, our base has been in Belgrade.

With your help, Serbian entrepreneurs can relatively quickly and easily establish an enterprise in Germany, and you are there to ease the running of their companies. How did you come up with the idea of doing this job?

Ten years ago, via my Xing profile, someone described to me a problem that a Serbian company has in Germany. I had a suggestion

for a solution, and he recommended me to the next company, and that’s how it started. We’ve gradually been able to define the needs of our companies on the German market.

In Germany, while seeking institutions that cooperate with Serbia, I came across GIZ. A few months prior to my final arrival in Belgrade, GIZ contacted me with the news that the “Returning Experts” programme has also been launched in Serbia and that they would be pleased to recommend me to a potential employer. The recommended company “Telegroup d.o.o.”, whose activities in Germany I’ve been monitoring for the last two years, saw the need for this type of work and enabled me to establish the company “Expositur” in Belgrade.

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35

VLADIMIR BOŠKOVIĆ, MEMBER OF THE EXECUTIVE BOARD CORPORATE AND GLOBAL MARKETS CHIEF OFFICER SBERBANK

Reliable Partner To Exporters The international rating agency Brand Finance has pronounced Sberbank the strongest bank brand in the world. A member of the Sberbank Serbia Executive Board speaks about the great responsibility that this recognition imposes on all of its staff

important resource to be recognized as a reliable partner and suitable support for our clients.

F

or all clients who choose to export to the Russian market or to increase their business with Russian partners, we have prepared special products and services to facilitate exports but also to reduce the risks that accompany them, announces Vladimir Bošković.

What level of responsibility does the position of an Executive Board Member in such a large system demand?

It is a privilege to be part of the system of a large banking group like Sberbank. We at Sberbank Serbia understand the responsibility that is given to us as a daily challenge to continuously be better and consistent, and to provide the highest quality service to our clients and partners.

We face many challenges every day because the market is becoming more dynamic year by year. More and more, clients understand, follow and require the latest technology, expecting the highest standards in the services and products they use, so meeting their expectations is becoming more and more challenging.

Fulfilling all legislative, regulatory and technological requirements is a great challenge for every innovative and responsible manager. Every Executive Board Member of Sberbank Serbia pays great attention to the satisfaction of our staff as the most

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Sberbank Serbia provides strong financial support to domestic and foreign corporate clients. What are the benefits of your bank?

As a universal bank, Sberbank Serbia has a development strategy for all segments and markets. As the Republic of Serbia has signed a free trade agreement with Russia we, as a member of Russia’s largest bank, have the obligation to support all companies that operate with the RF and to support their presence in this huge market. The value of exports of Serbian food products to the Russian Federation in 2018 amounted to $340 million. It sounds a lot, but it is a very small percentage of the food that Russians imported. We consider ourselves to be a bridge between east and west, and it is

We must be ready to provide the highest level of service for the largest and most successful companies and their customers.

This brings many opportunities in spreading our future joint services among a wide range of clients - companies and individuals

exactly here that we see the main advantage of our bank. We see ourselves as the main factor in supporting the increase of exports of Serbian products to Russia and reducing the overall foreign trade deficit of Serbia, as well as an important promoter of Serbian business with Russian import-oriented companies and institutions.

During the visit of Russian President Vladimir Putin to Serbia, 26 interstate agreements were signed. Do you see this as a chance to improve your bank`s performance?

The fact that Sberbank took its place among the signatories of the memorandum is a great recognition, but also an obligation for us to justify this privilege in the coming period and to show that we deserve a high ranking when it comes to supporting the development of Serbian business.

We are very pleased that Telekom Srbija, as the leading provider of telecommunications services in Southeast Europe and a leader in Serbia, has recognized us as an important partner for further development.

This is a confirmation that Sberbank Serbia is definitely heading in the right direction in supporting the expansion of the business interests of the largest companies in Serbia and Russia and the economies of the two countries.

We see a great opportunity for further improvement of our business, as companies like Telekom constantly improve technologies and services, and, accordingly, the number of users of their services, which has grown to 10 million.

FRANK BAUMANN, DIRECTOR, GOETHE-INSTITUT BELGRADE

Bridge Between Serbia And Germany The Goethe-Institut is a cultural institution from Germany that has been promoting and advancing German language learning for nearly 50 years and that fosters international cultural cooperation

T

he biggest and most exciting collection of German art ever presented by the Goethe-Institut to the Serbian public will be the art exhibition “Weltreise”, to be shown at the Museum of Contemporary Art in Belgrade from 25th January to 26th March 2019.

Apart from offering German language courses,

what are some other activities of the GoetheInstitut in Belgrade?

The Goethe-Institut aims to connect people from the cultural spheres of Serbia and Germany for their mutual benefit. I’m talking about film and stage directors, authors, artists, musicians, photographers, architects, as well as professionals in the fields of education and culture.

Developing cultural programmes means collaborating as closely as possible with everyone in the cultural sphere, not only those in the limelight; our focus is set on all cultural managers and their institutions, and vice versa. We have close relations with official institutions, as well those representing

so-called civil society. Some of our partners in 2018 have been – in no specific order – BITEF Festival, Belgrade Cultural Centre, Belgrade Jazz Festival, Kragujevac Jazz Festival, Museum of Modern Art of Vojvodina in Novi Sad, KROKODIL Centre, Belgrade Photo Month, Beldocs Festival, Merlinka Festival, Festival Dev9t in Stara Ciglana, KC Grad, Kinoteka, Remont Art Centre etc.

European cooperation is also essential, and it’s great to have an active EUNIC structure in Serbia. Not to forget our regional training programmes, like First Films First – a Young Directors Academy, or the Next Generation project on the “Art of Failure”. Well, the latter is not our general motto.

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Diversity

“We can embrace diversity and the new ideas that spring from it, while simultaneously fostering a shared identity and shared values in safe, stable communities that work.” – JUSTIN TRUDEAU, PRIME MINISTER OF CANADA

WORLD NEWS EGYPT

SWEDEN

Mercedes-Benz said in a statement.

The programme is backed by a $12 billion loan from the International Monetary Fund since late 2016 under which Egypt made deep cuts to energy subsidies, introduced new taxes and devalued its currency.

Sweden’s Riksbank has repeatedly raised the idea of ‘e-krona’ or digital currency in recent years, but last month reiterated that a project launched in 2017 to look into the possibility of launching such a currency had not yet been completed.

Despite that, several potentially fraudulent claims have been made about e-krona, the bank warned.

The Riksbank has also been contacted by individuals describing how they have been called by companies claiming to be selling ekronas on behalf of the Riksbank.

It urged anyone who sees this kind of information or receives an offer to buy ekronor to contact the bank.

MERCEDES-BENZ TO OPEN CAR ASSEMBLY PLANT IN EGYPT Mercedes-Benz is planning to open a car assembly plant in Egypt, North Africa’s largest economy, to expand its market share in the region.

The passenger car assembly plant will be built by a local business partner and the company is developing its local expansion plans in “close collaboration” with the Egyptian government,

SWEDEN WARNS OF E-CURRENCY SCAM

JAPAN

TOYOTA AND PANASONIC TO LAUNCH JOINT VENTURE Toyota Motor Corp. and electronics giant Panasonic Corp. announced end last month they will jointly establish a new company to make batteries for automobiles, including electric vehicles, by the end of 2020. With the joint venture, the firms aim to counter Chinese and other foreign rivals. Toyota and Panasonic hope to TOYOTA MOTOR CORP. PRESIDENT accelerate the development of high-performance batteries for AKIO TOYODA (LEFT) AND PANASONIC supply to automakers at home and abroad, while redoubling CORP. PRESIDENT KAZUHIRO TSUGA efforts to increase the price competitiveness of their batteries.

The joint company will be owned 51 percent by Toyota and 49 percent by Panasonic. The combined number of Toyota and Panasonic employees to be reassigned to the new firm will total about 3,500.

USA

VOLKSWAGEN AND FORD NEW ALLIANCE Volkswagen and Ford are to join forces to build pickup trucks, delivery vans and possibly electric cars and self-driving vehicles. The companies have pledged to put old rivalries aside and work together to confront a rapidly-changing auto industry.

The collaboration on vans and possibly other areas show how carmakers are pooling resources to better compete with tech giants like Google. The partnership will help cut development costs and optimise factory capacity, Volkswagen said.

The tie-up on commercial vans and pickups will improve operating results from 2023, the partners said.

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EUROPE

FRANCE, GERMANY STEP UP PRESSURE OVER ALSTOMSIEMENS DEAL France and Germany raised pressure on the European Union’s competition chief to approve the merger of Alstom and Siemens’ rail businesses, warning that thwarting the proposed European champion would be a strategic error. People familiar with the matter told Reuters that Siemens’ and Alstom’s plan to create a European rail champion to take on a Chinese rival had failed to win over EU antitrust regulators, despite German and French backing.

Comments from politicians reflect a frustration that the EU’s competition laws no longer reflect modern-day geopolitical realities, and in particular the threat from China.

“We need international champions in Europe that are able to compete globally”, said German Economy Minister Peter Altmaier.

HENRI POUPART-LAFARGE (RIGHT), CHAIRMAN AND CHIEF EXECUTIVE OFFICER OF ALSTOM, AND SIEMENS PRESIDENT AND CEO JOE KAESER

VESNA KUKIĆ LONČARIĆ, JYSK COUNTRY MANAGER FOR SLOVENIA, CROATIA, BOSNIA & HERZEGOVINA AND SERBIA

Scandinavian Values The Danish Royal Court has been our regular customer for years and we’re very proud of that fact

T

he catchword of our multi-year strategy is “CUSTOMER FIRST”, which places our consumers at the forefront. Thousands of buyers visit JYSK outlets on a daily basis and we are only here because they choose to buy from us, says Vesna Kukić Lončarić, JYSK Country Manager for Slovenia, Croatia, Bosnia&Hercegovina and Serbia.

JYSK is an international retail chain that offers “everything for the home” and that is still owned by its founder, Lars Larsen, who is known throughout Denmark for always having a “great offer”. The JYSK Group today has about 2,700 retail outlets in 51 countries worldwide. What does the word ‘Jysk’ mean?

The word ‘JYSK’ has always been part of the company’s name. In Danish, ‘JYSK’ represents someone or something from the Jutland Peninsula, and it is associated with modesty, thoroughness and honesty – three values with which Larsen himself has always been associated.

JYSK primarily represents reliability, because a deal is always a deal. I would point out something else that we are proud of, and that is our interpersonal relations. Here I’m not only referring to relations within the company, but rather also relations with our business partners and customers.

The catchword of our multi-year strategy

is “CUSTOMER FIRST”, which places our consumers at the forefront. Thousands of buyers visit JYSK outlets on a daily basis and we are only here because they choose to buy from us. That’s why we always strive to ensure the best ratio of price to quality, and to be available, professional and interactive. It is precisely for this reason that we’ve also come up with four promises to our customers, which we call the JYSK

We’ve come up with four promises to our customers, which we call the JYSK CUSTOMER PROMISES and which are: an excellent offer, reliable quality, easy shopping and a competent service

CUSTOMER PROMISES and which are: an excellent offer, reliable quality, easy shopping and a competent service.

JYSK is a Scandinavian firm that’s deeply rooted in Scandinavian culture. What does that actually mean in the context of your company?

We are proud of the Scandinavian values that we nurture in our company. We value honesty and reliability, open communication and the right of all employees to give their opinion. It is only with open communication that we can continue to develop

and be better. Being Scandinavian doesn’t only mean having trust in your employees and providing them with excellent working conditions, rather it also means having an important role in terms of the offer. We offer our customers Scandinavian-style products based on a contemporary and minimalist design. This means that each of our customers can choose the method and place of their purchase (store, Click&Collect, web-shop), and if the customer isn’t satisfied with the product for any reason, they can easily replace or return it in the simplest way.

The Danish Royal Court has for years been a regular customer of JYSK. They are obviously satisfied, but are you satisfied with your operations in this region?

The Danish Royal Court has been our regular customer for years and we’re very proud of that fact. Permission to use the designation of an official supplier to the Danish Royal Court is only granted to companies that are well organised, economically stable and have a good reputation.

In that context, I would add that JYSK in Serbia achieved the best results so far last financial year, with a turnover of 3,949,024.782 RSD and EBIT of 294,979.991 RSD. This is an increase of 612,381.081 RSD, or 18.4 per cent compared to the previous year.

This was definitely the best year to date for JYSK Serbia. Strong growth recorded for the fourth consecutive year is the result of investment in the education of our employees.

In parallel with this, we also work intensively on the assortment and have made great advances in the attractiveness of our offer, which our customers have also recognised.

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Enterpreneur GUY LALIBERTE

GUY LALIBERTE IN RUSSINA ROCKER 2009

From Homeless To

Multi Billionaire The story of how Guy Laliberte went from being a broke street performer to a space traveling circus CEO with a personal net worth of $2.6 billion, is amazing and inspiring 40

February

Guy Laliberte’s rags to riches story is really onemost extraordinary.

Laliberte was born on September 2, 1959, in Quebec City, Canada. He developed a passion for performance arts at a very young age after his parents brought him to a Ringling Brothers and Barnum & Bailey circus that was traveling through town. Guy began producing his own performance arts events in high school and became a proficient accordion and harmonica player. He would eventually drop out of his first year of college to follow his dreams.

His first job was “busking”, which is another word for a traveling street performer. He played music and juggled on his own until he was accepted into a performance troupe that hitched around the world putting on street shows that featured fire breathers, sword swallowers, acrobats and stilt walkers. Money was non-existent so eventually Laliberte returned to Quebec to accept a full time steady job at a hydro-electric power plant. Three days into his new steady job and the plant workers went on strike and Guy was fired.

Taking this as a sign from God, the newly unemployed and broke Laliberte swore to never work a normal job again and instead to devote himself 100% to performance art. Around this time, Guy began stilt walking with his future business partners Gilles Ste-Croix and Daniel Gauthier. In the early 80s, the three partners organized a summer performance arts fair in the city of Baie-Saint-Paul called “La Fēte Foraine” (The Carnival). “La Fēte Foraine” grew into a moderate financial success over the next few summers.

In 1983 the government of Quebec offered a $1.5 million art grant to celebrate the 450th anniversary of Jacques Cartier’s discovery of Canada. In order to impress the government and win the grant, Laliberte’s partner Gilles Ste-Croix walked 56 miles from Baie-Saint-Paul to Quebec City, on stilts! The stunt worked and the partners

used the $1.5 million to create and launch “Le Grand Tour du Cirque du Soleil”. This first version of Cirque was both a critical and financial success, producing a modest $40,000 profit.

In 1987, Guy put everything on the line when he took his entire circus to the Los Angeles Arts Festival to drum up new business. He spent every penny both he personally and the company had, to set up shop in California for several months. Years later, Guy admitted that had the show been

unsuccessful, he would not have had enough money to bring his troupe back to Canada.

Fortunately the show was a smash hit and lead to $2 million worth of future contracts.

In 1992, Laliberte landed what would become the opportunity of a lifetime when casino mogul Steve Wynn signed Cirque to perform at Las Vegas’ Treasure Island Hotel. The crucial detail here is the fact that Guy Laliberte demanded full creative control of the show and refused to give up any ownership of his company to Wynn or

Guy Laliberte’s first job was “busking”, which is another word for a traveling street performer.

He played music and juggled on his own until he was accepted into a performance troupe

sign an exclusive deal. The first show Cirque produced, “Mystere”, went on to sell out every single ticket in its first year and is still one of seven shows in permanent residence at Treasure Island.

Thanks to the success of “Mystere”, Guy Laliberte and Cirque du Soleil were the hottest show in Vegas. He also had no contract excluding them from setting up shop at other venues. Between the 1990s and 2000s, Cirque du Soleil expanded at a furious pace around the world. Having started with one show in 1990, Cirque would eventually perform

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Enterpreneur

CIRQUE DU SOLEIL’S ACROBATS

for more than 100 million spectators in 300 cities around the world. Today, Cirque du Solei has over 5000 employees, $1 billion in annual revenue and $250 million in annual profits. Along the way Guy Laliberte has earned himself a personal fortune of $2.6 billion!!! The Vegas shows have a 97% sell out rate and produce 60% of Cirque’s annual revenues. Mr. Laliberte still owns 80% of the company and has full creative control of each of his 10 traveling shows and 10 permanent shows, around the globe.

In addition to being a multi-billionaire circus CEO, Guy Laliberte is a passionate philanthropist, space traveler and professional poker player. Laliberte’s “One Drop” foundation is dedicated to giving poor people access to clean water and is funded by a personal donation of $100 million by Guy himself. In September 2009, Laliberte became the first private Canadian space tourist.

He paid $41.8 million in 2009 to be blasted into outer space for a 12-day trip in a Russian

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rocket, and at the time of the space trip he was the company’s controlling shareholder.

Laliberté has recently embarked on a new career as an international DJ. He is co-owner of the nightclub Le Heart in Ibiza and frequently spins tunes there. He has also DJed in New York City and Los Angeles, and he was the headline DJ at one of the main parties during Grand Prix weekend in Montreal this summer.

Thanks to the success of “Mystere”, Guy Laliberte and Cirque du Soleil were the hottest show in Vegas.

He also had no contract excluding them from setting up shop at other venues

And now he is literally building a pyramid that will be the Montreal venue to showcase his DJ work. It will cost $15 million to build the pyramid, which is under construction in Varennes, and another $10 to $15 million to create the show.

“The first show is a 3D show. … It’s a journey about our origins. Where we come from. We’re all stardust. It’s a journey from the big bang to today.”

Still, there’s no denying there will be DJ parties and that the Cirque du Soleil founder will be one of the star DJs there. And he’ll be throwing thematic dance parties — say, one where everyone has to try to go back to their childhood years.

He was broadcast to 14 cities on 5 continents, including the International Space Station. Laliberte is romantically involved with Claudia Barilla, and they have two children together.

Guy Laliberté doesn’t seem to worry much about the price of what he wants in life.

Photo by Nebojša Babić

PROFILE

New Cultural Policy Essential Cultural policy is today often led routinely and without much imagination from the government and various levels of state bodies

PROFESSOR MILENA DRAGIĆEVIĆ ŠEŠIĆ, UNESCO CHAIR IN CULTURAL POLICY AND MANAGEMENT OF THE UNIVERSITY OF ARTS IN BELGRADE

M

y interest in issues related to cultural policy began back during my studies, when various professors highlighted the state’s attitude towards creativity, from control and censorship to assistance and support.

Dejan Kosanović, professor of film organisation, surprised us by talking about film as an industry that works for the benefit of the state or major film corporations. Back then we were so thrilled by the works of Fellini, Buñuel and Tarkovsky that we didn’t want to accept that film is a product.

It is thus no surprise that my master’s thesis dealt with the institutional system of the cultural policy of France, given that it is in France in particular that debates are held and solutions sought to many cultural policy issues.

What I learned back then is that culture is a public good and that access to cultural goods should not be denied, rather – on the contrary – cultural policy is obliged to find ways and opportunities for every individual citizen to

participate in cultural life in accordance with their own wishes and interests. The state must not favour that which is already favoured by the market, rather it is obliged to primarily support those minority cultural expressions, regardless of whether they are in the minority because they belong to a minority social group, or because the use of new expressive resources isn’t easily legible and acceptable for the wider audience.

Thus, on the one hand, cultural policy is today often led routinely and without much imagination from the government and various levels of state bodies, while – on the other hand – Serbia’s independent culture scene and numerous individual actors establish a domain of

The history of the theory of cultural policy in Serbia deserves to be written, because we were the first country in which master’s degrees and doctorates were awarded in cultural policy was launched - Kultura dialogue in which values clash and discussions are led about the true position of art in society, but also about the broader issues of the role of art in the realisation of transitional justice.

My last book, Art and the Culture of Resistance, which is dedicate to the resistance of the ‘90s, speaks precisely about artistic actions and the organisations that lead this independent

cultural policy, a policy that opposes the ruling norms of the nationalisation of culture, the abuse of culture, commercialisation, ‘festivalisation’ and commodification.

New studies are needed, and new analyses of cultural policies. In my book, which has unfortunately only been published only in French as Vers les nouvelles politiques culturelles, I strive to provide answers in order for an engaged practise of cultural policy to be established.

Without much nostalgia, but with great respect, I recall the times when cultural policy was an important social topic that had – in Belgrade and Zagreb – two centres of cultural policy, and through cultural and educational communities different cultural actions were led throughout the territory of the entire country.

The history of the theory of cultural policy in Serbia deserves to be written, because we were the first country in which master’s degrees and doctorates were awarded in cultural policy, and where – in 1969 – the world’s first magazine for cultural policy was launched - Kultura (a magazine for the theory and sociology of culture and cultural policy) .

For 15 years already, the UNESCO Chair in Cultural Policy and Management of the University of Arts in Belgrade has had a master’s programme in English and French, with over 200 students from 30 countries worldwide having earned their master’s degrees to date.

I consider these kinds of programmes as being key forms of cultural diplomacy (and not the multi-million-euro illuminating of Belgrade with New Year’s lighting), because the knowledge, values and perspectives that have been achieved in our community are spread, via the alumni, worldwide and themselves become pivots of future cultural communication.

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Art/Exhibitions Contemporary Russian Art

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VIKTOR PIVOVAROV - TENDERNESS

By Elena Martinique

Art Explosion Recent years have seen a boom in Russia’s contemporary art scene. In addition to renowned art institutions such as The Moscow Museum of Modern Art, the Multimedia Art Museum or the Tretyakov Gallery, a contemporary art explosion is sweeping an entire country; with art galleries and workshops opening, street art moving into the spotlights and festivals like Moscow’s Biennale of Contemporary Art showcasing works by today’s finest artists, while Russian artists are showcased in an increasing number of institutions and exhibition spaces all around the world

S

tarting with the nonconformist art of the 1960s, supported by the fertile ground of the Russian avant-garde of the 1910s and 1920s, to the zeitgeist of the past five years, Russian contemporary art continues to transform, evolve and fascinate.

Here is the list of nine contemporary Russian artists whose work reflects the diversity of social tendencies that constitute the underexplored Russian art scene. Scroll down and enjoy!

IRINA NAKHOVA An installation artist and painter, Irina Nakhova combines painting, sculpture, and new media to create interactive installations and environments that engage viewers as co-creators of conceptual mindscapes. As she explained herself, her biggest goal is to create spaces for different experiences, physical and intellectual, that otherwise do not exist.

The installation artist and painter addresses the malleable nature of memory and history in her work by pursuing forgotten narratives of the past, that are often deeply personal for the artist.

In 2015, Nakhova became the first female artist to represent Russia in its pavilion at the Venice Biennial.

MAXIM KANTOR A Russian painter, writer, essayist and art historian of an openly philosophical turn, Maxim Kantor creates paintings and graphic works that reflect his preoccupation with the actual problems of the modern global world. The major theme in his work is the analytical treatment of the condition of the Russian and Western society within the framework of the historical, genre and portrait images.

The painter portrays well-known politicians, religious figures and writers alongside common men, continuously included in contradictory processes. His art expresses an evident social trend that traces back to the tradition of the critical realism of the 19th century.

VIKTOR PIVOVAROV Co-founder and one of the leading artists of the Moscow Conceptualist artistic movement of the 1970s that shaped the Russian underground art scene in the postwar years, Viktor Pivovarov reflected the complete ideologization of the Soviet lifestyle, simultaneously expressing criticism and nostalgia for it.

His genius is multifaceted; he worked as a painter, a book designer and illustrator, a

OLGA CHERNYSHEVA - CITIZENS

ANNA PARKINA - DELEGATION OF POWER

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Art/Exhibitions Contemporary Russian Art

IRINA NAKHOVA’S GREEN PAVILION AT THE 56TH VENICE BIENNALE

MAXIM KANTOR - GARDEN OF KNOWLEDGE

Starting with the nonconformist art of the 1960s, supported by the fertile ground of the Russian avantgarde of the 1910s and 1920s, to the zeitgeist of the past five years, Russian contemporary art continues to transform, evolve and fascinate

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ERIK BULATOV - PORTRAIT OF OLGA ANDREEVA

theoretician, the inventor of conceptual albums, a memoirist and a writer. He works on thematically related conceptual cycles and series of pictures, many infused with autobiographical and Surrealistic elements, dreams, and Dadaist absurdity, imbued with irony and the self-irony of mystification.

OLEG TSELKOV A Russian nonconformist artist, Oleg Tselkov is celebrated for his images of faces painted in bright color, depicting inner psychological patterns of violence in contemporary culture. The painter has been producing this same monstrous portrait for over a half a century, a face that emanates from the dark and sinister things lurking at the bottom of any man’s soul.

Releasing what is hidden in the conscious

or even subconscious, this character turns out to be hateful and evil. Releasing monsters from his soul, the artists offers a medicinal remedy.

OLGA CHERNYSHEVA The work of Olga Chernysheva spans film, photography, drawing and object-based mediums. In her practice, she draws on everyday moments and marginal spaces from life as a way of exploring the increasing fragmentation of master narratives in contemporary Russian culture.

A sensitive and perceptive observer and chronicler of the daily lives, her psychological approach is informed by both nineteenthcentury Russian realism and Soviet avant-garde film. Moving fluidly between media, she offers an insight into the world of post-Soviet Russia.

By author

Viktor Pivovarov is cofounder and one of the leading artists of the Moscow Conceptualist artistic movement of the 1970s that shaped the Russian underground art scene in the postwar years

ILYA KABAKOV – THE APPLES ARE RIPE!

OLEG TSELKOV - THE LAST SUPPER

SEMYON FAIBISOVICH One of the most striking representatives of figurative photorealism in Moscow, Semyon Faibisovich portrays banal episodes of everyday life that showcase the thick air of oppression in the USSR. He depicted Soviet people in a myriad of occasions, such as state festivals, queues, railway stations or suburban trains. The artist found beauty in outrageous life conditions, the mass of people and the aloofness of their look.

ILYA KABAKOV Russian-born and American-based artist, Ilya Kabakov produced a wide range of paintings, drawings, installations, and theoretical texts.

More recently, he has created installations that

evoked the visual culture of the Soviet Union, though this theme has never been the exclusive focus of his work.

ANNA PARKINA Examining the world in a state of flux, Russian artist Anna Parkina uses collage mixes photography, drawing and text and usually incorporates bold geometric forms and colors.

Her collages often reference film montage and industrial design and aesthetics associated with the early twentieth-century Soviet avantgarde. However, she has created a unique language of mass-culture motifs and abstractions drawn from her surrounding, reflecting the changes in the contemporary Russian society.

SEMYON FAIBISOVICH - TRAIN IS APPROACHING

ERIK BULATOV One of the most important living artists from Russia, Erik Bulatov has created a unique, stringent pictorial system that he employs to analyze the interplay of contrasting symbolic systems such as language and images. The painter belongs to the first generation of Russian artists to create non-conformist art.

Using symbols of his cultural background, he is concerned with the emblems and typography of socialist glorification. Creating in the realm of political art, his political commentary subversively unites opposing impulses.

The author is a philosophy graduate interested in theory, politics and art.

Alias of Jelena Martinović

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&FACES PLACES 27/12/2018

Prime Minister Ana Brnabić Hosts Traditional Annual Reception Prime Minister Ana Brnabić with the members of her cabinet, hosted an annual reception for the media representatives on the occasion of the New Year and Christmas holidays.

“What is most important and why we are hosting this event is to continue building trust between us,” said Prime Minister to the media representatives.

12/1/2019

Ministry Of Defense New Year’s Reception

PRIME MINISTER BRNABIĆ WITH MEMBERS OF HER CABINET

PRIME MINISTER ANA BRNABIĆ

Defense Minister Aleksandar Vulin and Chief of General Staff, Lieutenant General Milan Mojsilović, organised a reception at the Dom Garde, Belgrade, on the occasion of New Year’s and Christmas holidays.

On this occasion, Minister Vulin congratulated attendees the New Year and Christmas on behalf of President Aleksandar Vučić. Minister announced the introduction of combat and non-combat helicopters, armoured vehicles and tanks for this year. “The Serbian Army will continue in 2019 to be a backbone of our country and its people,” Minister Vulin emphasised.

MINISTER ALEKSANDAR VULIN

14/1/2019

Minister Dačić Hosts The New Year’s Reception First Deputy Prime Minister and Minister of Foreign Affairs Ivica Dačić said that 2018 was marked by the extremely dynamic diplomatic activity, both bilaterally and multilaterally.

At the New Year’s reception at the Ministry of Foreign Affairs organised for members of the diplomatic corps and representatives of the media, Dačić underlined that our country will continue to build relations and partnerships on the basis of dialogue, mutual consideration and respect for the obligations undertaken with everyone, regardless of whether our attitudes on certain issues with the other side coincide or not.

“The accession of Serbia to the EU remains our key foreign policy priority.

Our goal is to secure further support from the EU Member States and EU institutions in the negotiation process,” said Minister Dačić.

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MINISTER OF FOREIGN AFFAIRS IVICA DAČIĆ

SEE MORE: WWW.CORDMAGAZINE.COM

15/1/2019

Norwegian Embassy Becomes NATO Contact Point In Serbia At the ceremony of handing over the duties to the Embassy of Norway, Deputy Prime Minister and Minister of Foreign Affairs Ivica Dačić assessed that Serbia and NATO significantly improved their cooperation in all areas of common interest.

Ivica Dačić is pleased with the excellent cooperation with the Embassy of Greece in improving the partnership cooperation between Serbia and NATO, with the expectation of same in 2019 with the support of the Embassy of Norway, which will in future be in charge of Serbia’s contingents with the North Atlantic Treaty Organization alliance.

Norwegian ambassador H.E. Arne Sannes Bjørnstad, whose country assumed the office of the NATO Contact Point in Serbia from Greece, said Norwegian Embassy is honoured to be the new NATO contact in Belgrade.

“We hope that we will be able to make Serbia and NATO cooperation even stronger, with full respect for Serbia’s non-alignment,” said ambassador Bjørnstad at the reception organised by the NATO Military Liaison Office, where the transfer of duties between the embassies of Greece and Norway took place.

GREEK AMBASSADOR ELIAS ELIADIS AND AMBASSADOR OF NORWAY ARNE BJØRNSTAD

16/1/2018

Presentation Of The Priorities Of The Romanian Presidency Of The EU Council Presentation of the priorities of the Romanian Presidency of the EU Council took place on 16th January at the Yugoslav Film Archive Museum in Belgrade.

Joining the Romanian Ambassador H.E. Oana Cristina Popa with speeches were H.E. Sem Fabrizi, Head of EU Delegation to Serbia and Minister of European Integration Jadranka Joksimović. Romania will support Serbia on its European path during the presidency of the European Council, and the enlargement will be at the very top of the European agenda, said Ambassador Oana Cristina Popa.

Ambassador Popa said that the European perspective of the Western Balkans in 2018 was reaffirmed, adding that Romania would help candidate countries to advance in European integration. The event was attended by over 200 guests.

H.E. MONDOLONI AND H.E. SCHIEB

23/1/2019

Marking The 56th Anniversary Of The Elysee Treaty The ambassadors of Germany and France in Serbia, H.E. Thomas Schieb and H.E. Frédéric Mondoloni, hosted a reception marking the 56th anniversary of the signing of the Elysee Treaty.

German Ambassador Schieb said the Elysee Agreement had become a European success story.

“After decades of animosity, Germany and France have finally learned lessons and decided to work together to make both countries and the whole Europe progress,” said ambassador Schieb.

“At this time of growing populism, we need a strong and united Europe to be led by the rule of law,” said Ambassador Schieb.

French Ambassador Frédéric Mondoloni said that the historic reconciliation of the two countries was based on strong political dedication, but also on concrete instruments and institutions, including the Council of Ministers of the two countries.

“This is a model that can be useful both in the region and in Serbia, and we hope that it will also inspire some ideas of cooperation with countries in the region that are aiming towards European integration,” said ambassador Mondoloni.

H.E. SEM FABRIZI AND H.E. OANA CRISTINA POPA

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SEE MORE: WWW.CORDMAGAZINE.COM

&FACES PLACES

25/1/2019

70th Republic Day Of India Marked

H.E. RADKO VLAJKOV

Embassy of India to Serbia, headed by the Ambassador H.E. Subrata Bhattacharjee hosted a celebratory reception marking 70th Republic Day of India.

At the reception held at Belgrade’s Metropol Palace hotel, the ambassador said that the two countries have good co-operation at political, economic, cultural levels. He recalled the mutual visits of senior officials, the Indian investment in Serbia, the scholarships that this country grants to our students, and then on a special initiative, thanks to which printed commemorative postage stamps were honoured in honour of Nikola Tesla and Swami Vivekananda, as well as last year’s celebration of the International Yoga Day was held at Avala.

He praised the new trend to film Bollywood films of the largest Indian production in Serbia, as well as the initiative and interest in performing Indian dances in Serbia and then announced the dance group “Bollywood dance pana” whose performance increased the celebration of the Republic of India Day.

24/1/2019

140 Years Of Serbian-Bulgarian Diplomatic Relations Marked The 140th anniversary of the diplomatic relations between Serbia and Bulgaria was marked at the Bulgarian embassy in Belgrade with the reception and concert of the choir Angelite.

In the presence of Serbian and Bulgarian officials, it was reassessed that the relations between the two countries is going from strength to strength.

“Our relations are based on common values - freedom, independence, European Union, as well as language, religion, democratic experience and respect for the rights of national minorities,” said ambassador H.E. Radko Vlajkov.

H.E. SUBRATA BHATTACHARJEE WITH A SPOUSE

24/1/2019

71st Independence Day Of Myanmar Celebrated The Ambassador of the Republic of Union of Myanmar to Serbia, H.E. U Myo Aye, hosted a reception at Belgrade’s Metropol Palace Hotel to mark the 71st anniversary of Myanmar Independence Day. This date celebrates Myanmar’s Declaration of Independence from the United Kingdom on 4 January 1948.

The ambassador used the opportunity to express his satisfaction with the enduring friendly relations between Serbia and Myanmar.

The reception was attended by a representative of the Serbian Government, members of the diplomatic corps and friends of the Embassy of Myanmar, as well as representatives of Serbia’s public scene and cultural life.

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H.E. U MYO AYE

My life

Simon Trpčeski, pianist

By Miroslava Nešić-Bikić

VIRTUOSO WITH AN ETHNO SOUL Macedonian pianist Simon Trpčeski (1979) performs alongside the world’s foremost orchestras, including the London Symphony Orchestra, the Dutch Royal Concertgebouw Orchestra, the Russian National Orchestra, NDR Elbphilharmonie Orchestra, WDR Sinfonieorchester Cologne, the Helsinki Philharmonic, Oslo Philharmonic, the Orchestre National de France, Real Filharmonia de Galicia, the New York and Los Angeles Philharmonics, the New Japan Philharmonic, the China Philharmonic and the Melbourne Symphony Orchestra. He also regularly performs solo recitals in all cultural capitals February

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My life

Simon Trpčeski, pianist

T

he conductors with whom he regularly collaborates include Marin Alsop, Lionel Bringuier, Thomas Dausgaard, Gustavo Dudamel, Jakob Hrůša, Vladimir Jurowski, Susanna Mälkki, Andris Nelsons, Gianandrea Noseda, Sakari Oramo, Antonio Pappano, Vasily Petrenko, Jukka-Pekka Saraste, Lahav Shani, Dima Slobodeniouk, Robin Ticciati and Krzysztof Urbański.

During the 2017/18 season, Trpčeski found himself reunited on tour with the San Francisco, St. Louis and City of Birmingham symphony orchestras, London’s Philharmonia Orchestra, the New Zealand Symphony Orchestra and the Tonhalle-Orchester Zürich, as well as joining the Stavanger Symphony Orchestra, Orchestra del Teatro di San Carlo, the BBC Scottish Symphony Orchestra, the Tasmanian Symphony Orchestra, the Ulster Orchestra and the Slovenian Philharmonic, amongst others.

Autumn 2017 marked the beginning of a string of diverse performances at London’s Wigmore Hall as an Artist in Residence, featuring his regular duet partnership with cellist Daniel Müller-Schott, as well as the UK debut of his self-made folk-based project “Makedonissimo”, celebrating the music, culture and people of his native Macedonia.

Trpčeski has recorded prolifically to widespread acclaim. His first recording (EMI, 2002) received both the “Editor’s Choice” and “Debut Album” awards at the Gramophone Awards. In 2010 and 2011, his interpretations of Rachmaninov’s four piano concertos with Vasily Petrenko and the Royal Liverpool Philharmonic Orchestra were recognised by Classic FM, the Gramophone “Editor’s Choice” and the Diapason d’Or accolades.

Trpčeski’s March 2012 recital at Wigmore Hall, released on “Wigmore Hall Live”, was immediately hailed by UK daily The Telegraph as “Classical CD of the Week.”

Born in the Republic of Macedonia, Trpčeski is a graduate of the Skopje School of Music, where he studied under Boris Romanov. A previous BBC New Generation Artist, he was also honoured with the Royal Philharmonic Society Young Artist Award in 2003.

According to The Guardian - “In the hands of Simon Trpčeski, Prokofiev’s First and Third Piano Concertos really crackle: fiery articulation, brazen rhythms, an ability to navigate corners with

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The music is a challenge by itself. In a good way of course – because it enriches the soul and makes life much more beautiful, especially in these crazy times a swagger that feels sturdy and nimble at once.”

On a personal level, Simon instantly wins people over with his wide, sincere smile, ennobled with warmth and sincerity, while as a pianist he is natural, charismatic and fascinating. The youngest of three siblings, his father is a judge and his mother a pharmacist, Simon showed his natural talent for music from his earliest years.

Recalling the beginnings of his career, Trpčevski says: “The London World Piano Competition was a turning point, because it helped me to understand more about the phase of my development at that

point. I had lots of experience with competitions before that, but when you get to the final round of such a great competition as that one, and you have a chance to play in a great hall like the Royal Festival Hall, and with one of the world’s best orchestras – the London Philharmonic – you certainly think differently afterwards. A year after the competition, I had a chance to make my debut at Wigmore Hall, which was certainly memorable, because it was another breakthrough in my career.

It was a wonderful feeling to play there and the atmosphere was warm and suitable for a great evening of classical music.The enthusiastic reaction of the audience also provided great motivation and inspiration for the future.

“The Grieg concerto was the 2nd piano concerto I learned in my life, when I was 15, together with Rhapsody in Blue by Gershwin. That piece is obviously full of captivating melodies and is very easy to listen to. Although I come from the South of Europe and Grieg is from Scandinavia, I find it very natural in a way. Grieg is actually the founder of Norwegian classical music, but I find him very close to the language of the nature which I experienced as a child back in my father’s village in the mountains of Macedonia. The simplicity of

By Miroslava Nešić-Bikić

I am looking forward to the release of the recording done at the beginning of 2019 of my new folk project “Makedonissimo”

these tunes, the freshness and calmness, are just incredible. It’s a really sophisticated piece of music.” You started with the accordion, the so-called “poor man’s piano”.

The accordion is my first love, and will always remain so. I’m surprised I haven’t yet shocked the audience with an encore on the accordion.

That might happen in the future. I come from a small country, but a very important country with a great history: Macedonia. The accordion is used here for folk music, but also for classical music. The country has a rich folk heritage that’s very interesting and has rhythms that are unique compared to the rest of the world. Having that intensive social life in my childhood is part of the mentality of the people and the way people live. I was lucky to grow up in a wonderful family with a great and warm atmosphere. Every other day we were either visiting people or welcoming them into our home, singing and dancing. As such, my knowledge of old Macedonian folk songs was very helpful. It gave me a natural flow, a natural control of the lyrical themes of classical music, as well as the rhythm. Our rhythm is full of uneven metrics, with several different rhythmic patterns;

we have a million different combinations, and this is a strength of my rhythm. My personal capabilities played a role here, but the folk music I was playing and singing and dancing helped with my natural understanding of classical music, which I find very natural. All the composers of the classical music world certainly knew their own folk music and folk music from other nations as well, which were included as quotes or as inspiration for their music. Who or what have been the most important influences on your musical life and career?

I was certainly greatly influenced and had great schooling from my Russian teachers, the Romanovs, who taught me the greatest things from the good old Russian tradition and understanding of music in general. Then I listened to many of the piano legends who have inspired me in many different ways. During my concert career, I have met many people from different fields around the world who have inspired me to share musical views and depths with music lovers. One learns each day and has many different experiences that form part of one’s personal life and interpretation as well.

Do you take any other steps to protect your hands?

I’m careful. I don’t play basketball and am careful with suitcases, for example. On the other hand, there aren’t many specific things that I do to prevent myself from playing the piano. We’re just careful in general. I hear that some artists hardly ever shake hands with people. I can’t close myself off in a glass bell and live on my own. I can’t agree with that. I’m a normal human being and do normal things in life apart from playing the piano. I believe that every day life is actually the thing that motivates us and inspires us for what we bring on the stage. If you just play music all the time, non-stop, and don’t have the chance to enjoy life, in my opinion, something is missing.

I also have to be careful because of the way you produce sound on the accordion, and with the left hand my wrist stretches, which is how you produce the sound, and that can be painful on the wrist, so you have to be careful. What have been the greatest challenges of your career so far?

The music is a challenge in and of itself. In a good way of course – because it enriches the soul and makes life much more beautiful, especially in these crazy times. It is a challenge to keep such a high level of understanding and sophisticated taste on the music circuit and in the music scene nowadays, especially due to the very commercialised world.

I am a person who likes purity and embraces life, and who tries to share that in the most natural way with colleagues and audiences. Which performances/recordings have given you the greatest sense of pride?

Oh that is a very difficult question! If I really have to give one example, then my very first CD for EMI, with the Scriabin and Prokofiev Sonatas, as well as Pletnev’s Nutcracker arrangement and

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My life

Simon Trpčeski, pianist

Stravinsky’s Petrushka, is a special one for me, for many reasons. I’m certainly looking forward to the release of the recording done at the beginning of 2018 of my new folk project “Makedonissimo”, with transcriptions of Macedonian folk music, which will hopefully be released in the near future. “Makedonissimo” is your personal project?

Yes, I ordered it.That was my idea. I always believed that if one has a sophisticated approach to folk music, it can stand shoulder-to-shoulder with classical music. All the great composers were excellent connoisseurs of their own folk music and music of other nations, all of which were incorporated into their mental language. Makedonissimo is dedicated to the Macedonian people. One part is dedicated to my parents... However, when you have the time and when you’re in the mood, you also compose pop music.

Sometimes [smiles]. I wrote several hits for Toše Proeski. We were together in the choir at the university ... “Northern Stars” and “Forgive Me”. How do you find the time to manage all that?

That emerges from my soul and is the most sincere.

There’s not much to explain in that. When one works with love, then it emanates from you and sounds as it sounds... my brother writes the lyrics.

The last song we did together was sung by my daughter, Lara, who won in our biggest contest – the Golden Glory, Zlatni slavuj. Your concert repertoire includes a lot of Russian composers. Are there any other pieces you’d like to add to it?

I was really lucky to have great teachers back home, and that I learned very fast. I have a considerable amount of pieces in my repertoire with a great variety, from Bach all the way to the 21st century.

It’s true that I have a good amount of Russian music, my teachers were Russian, but they gave me different pieces by different composers. They believed that I should try to find myself in every piece I play, regardless of the period of musical history. Being a pianist who comes from a Slavic country, it’s true that I’m addicted to Romantic music. I’m glad I went back to the classical piano repertoire, to Beethoven’s Piano Concerto No. 5.,

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Being a pianist who comes from a Slavic country, it’s true that I’m addicted to Romantic music. I’m glad I went back to my classical piano repertoire and to Haydn and Mozart in my solo repertoire.

I do try to broaden my repertoire, as that’s very helpful for building one’s musical personality. I would feel limited if I stuck only to one style or one period. How about living composers?

I haven’t played much contemporary music. I try to be a bit careful about the choice of music

I play. Lately I’ve been playing a new suite by Macedonian composer Pande Shahov, who is 36 and lives in London. He wrote a suite for me – Songs and whispers – to honour Chopin’s anniversary. It included six pieces, two of which are derived from Chopin’s pieces, while the rest are arrangements of Macedonian folk songs in jazz and classical music forms. That’s my latest piece by a living composer. So much has been done so far that what else can be done? Searching for musical ideas, expressions, harmonic language, everything is somehow connected.

I’m glad that, in my current situation, I have a chance to present something from my country that is done in a very professional way, based on Macedonian folk music. What is your most memorable concert experience?

There are really several. The first are certainly strong ones, but it isn’t easy to single them out.

By Miroslava Nešić-Bikić

natural guidance of the composers – written in the scores. Retain the logic and nature of the music. Don’t try to pretend just for the sake of being different in an unnatural way. It gives the opposite effect. Apart from performing classical music and also composing pop songs, do you have any other hidden talents?

Sometimes [smiles]. Well, writing pop songs is my love. I do it for pleasure, but when I have time to do it, I do involve myself wholeheartedly, because I appreciate the art in pop music.

I do have a couple of hits back home and that makes me happy, because people know them and like them. My brother Jovan wrote the lyrics. I don’t do that regularly, only from time to time.

The last song we did together was sung by my daughter Lara, who won in our biggest contest, Zlatni Slavuj (Golden Glory). I also wrote several hits for Toše Proeski. We were together in the choir at the university ... “Northern Stars” and “Forgive Me”.

I love football, although I don’t play it as often as I did as a child. I wasn’t bad when I was younger. I can play the accordion a bit. That’s my first love. And I can also sing fairly well.

If I have to give one or a few, I will mention my debut with the Macedonian Philharmonic, as well as my Wigmore Hall debut. I certainly remember my recital at the Light House in Poole, which brings back wonderful memories. As a musician, what is your definition of success?

Being truly dedicated to what you do, pure and not pressured, and to share that in the most natural way, without any “external” needs. That should help you to be at one with the music, and that can be felt by the audiences. Keeping one’s feet firmly on the ground and not “flying in the clouds” artificially. That way you can certainly sleep calmly during the nights... and fulfilled. What do you consider as the most important ideas and concepts worth imparting on aspiring musicians?

To be true to themselves after following the most

Your family would sometimes go on tour with you. How have they supported you?

Any way you can imagine. They have supported me more than they could afford, given the very modest circumstances in which me, my sister and my brother grew up. For them to study economy or law while I was “pounding” Prokofiev’s Toccata in the living room of our small apartment certainly wasn’t easy. Also, being in a country that doesn’t have a strong tradition of classical music, and that didn’t have any real sense of support, was very difficult. That is why a few family friends supported my trips abroad, because my parents’ resources were limited. I am happy their trust paid-off.

The trust, love, warmth, and support of my family are priceless, and that’s why I consider my success as being their success too. I don’t live in the clouds, and I don’t forget my roots and the people who showed me respect during my most difficult periods. It is interesting that you first glorified

I don’t live in the clouds, and I don’t forget my roots and the people who showed me respect during my most difficult periods the world and only then became famous in Skopje, in your native Macedonia.

Today they are celebrating you as a real date.

That sounds a bit tragicomic. And that hurt me in the past, but I overcame that today. I did not leave my country or my city, but it’s a wonder I’ve stayed. Recently I became a deserving artist of Macedonia. But it seems to me that such is the fate of all talented people, regardless of the profession. Such people should have the support of their country. I am free to say that my potential in my country is practically not even used. What helped you when you were just a talented young man? What helped you rise above your surroundings and follow your star?

As I said, huge family support, but above all my grandfather. My grandfather kept repeating to me an old Macedonian saying that would more or less translate as – not to break the child during their maturing. To not allow oneself to be obstructed by pebbles. That’s why young people first need to believe in themselves and to love what they do, and not to react to hindrances. Stage fright was among your greatest fears. Do you still get the jitters and, if so, how do you cope with that?

I had stage fright as a very young pianist, but that gradually dissipated. That’s healthy anxiety, as it’s referred to in psychology. I’ve grown accustomed to people over the years and learned how to focus. And that’s why it’s important to have balance in life, not to burn up. And you emerge complete relaxed in an auditorium of several thousand people?! What’s the last thing you do prior to emerging on stage?

I say to myself: Come on, Simon!

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CHILL OUT

CHINA

The Chinese New Year

FRANCE

Paris Nude Restaurants To Close Paris’ first nude restaurant will be shutting its doors after failing to attract clothing-optional customers.O’Naturel opened in November 2017 as a way to cater to the rising popularity of nudism in France. While the concept of a clothing-optional restaurant seemed cheeky to some, it failed to garner a regular stream of customers, forcing the establishment to reveal it will close in February.

O’Naturel featured a minimalist setting with a menu featuring French bistro cuisine. There is a strict list of rules for diners — such as a no tolerance policy to voyeurism or exhibitionism, and cellphones and cameras must be left in a cloakroom.

The Chinese New Year, or Spring Festival, has more than 4,000 years of history and is the longest holiday of the year. Kicking off the main festivities is the Little Year on January 28th, with the Spring Festival officially beginning February 5th and ending with the Lantern Festival on February 19th.

In the traditional sense, the Laba Festival of the lunar December (January 13th, 2019) marks the beginning of the Spring Festival. Memorial ceremonies are held on this day to pray to ancestors and gods (such as door gods) for fortune and a successful harvest.

The Chinese New Year holiday comes to its climax with the Yuan Xiao, or Lantern Festival (February 19th). It celebrates family reunions and society. It features ancient spiritual traditions. Some also call this the “true” Chinese Valentine’s Day. The Spring Festival is a time reserved for families.

PAKISTAN

Celebrate Valentine’s Day as Sisters’ Day: For some strange reasons, bizarreness and Valentine’s Day go hand in hand. The bizarreness is introduced externally. For instance, a university in Pakistan that has declared that February 14 will be celebrated as ‘Sisters’ Day’.

So what exactly will happen on Sisters’ Day? The university has decided that anyone who wants to celebrate the occasion can gift scarves and abayas to girl students.

UK

RUSSIA

Barber Washes Clients’ Hair with Champagne An extravagant barber has become famous in Moscow for offering a different kind of hair washing product.

Instead of shampoo, clients can choose to have their locks washed with champagne.

Vilen Knudaverdyan says he came up with the unusual service after performing it on a colleague, as a joke. The woman was leaving for another job, and during the farewell party they organized for her at the hair salon they decided to wash her hair with champagne. She apparently loved it, so he decided to offer it as a paid service for clients as well. Knudaverdyan first runs warm water through the client’s hair, then slowly pours champagne over it, and massages their scalp. Now his Moscow salon is famous for the champagne hair wash.

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Dog £4,000 Funeral A dog has been given a lavish send-off on 14 Jan 2019 as his owner said he deserved the same respect as any family member.

Captain the Staffordshire Bull Terrier, 11, died on Christmas Day after suffering a cardiac arrest on the operating table. Owner Sasha Smajic, 37, said she didn’t eat for a week after his death.

In total she spent £4,249 on the funeral, including £225 on a dove release and another £620 on getting his name written in flowers.

Captain was picked up from the vets in a horse-drawn carriage His coffin was transferred into a hearse when they reached his favourite park . Captain’s body was taken from the vets in a horse-drawn carriage to a park where he used to go for walks.

VATICAN

Nuns On The Run

USA

Jackpot Numbers From A Dream Richard Joyner of Havre de Grace told Maryland Lottery officials the numbers 4, 8, 5 and 6 appeared in a recent dream, and he recognized they were the same numbers that appeared on a form he often processed while in the U.S. Army -- 4856 Army Developmental Counseling Forms.

The numbers earned him a $15,252 jackpot.Joyner previously visited lottery headquarters in September 2018, when he scored a $39,697 Racetrax jackpot. He said the numbers from that game also appeared to him in a dream.

The newly-formed Vatican Athletics team, which is aiming to compete in international competitions, including the Olympics, was officially launched after reaching a bilateral agreement with the Italian Olympic Committee (CONI).

So far there are 60 members of Vatican Athletics - the first Sports Association constituted in the Holy See - which includes nuns, priests, Swiss Guards and other workers.

Monsignor Melchor José Sánchez de Toca y Alameda, president of Vatican Athletics, said at the launch that the Olympic Games were “the dream but not in the short term”.

ARGENTINA

Gigantic Cloud Rolls Across Argentina Gigantic cloud structure near Buenos Aires in Argentina triggered reactions from some thinking aliens were on their way to another claiming it was fake news.

“Look, it’s the mother ship coming in for a landing,” said one user whereas someone else was said the image was nothing more than a lucky shot, citing: “Someone just happened to be there with a camera”.

Other Argentinians shared pictures of the cloud with many explaining the phenomena as a “shelf cloud” - a low-hanging, distinguished formation also known as an arcus cloud.

SYRIA

The “Yellow Man Of Aleppo” Abou Zakkour, a 68-year-old man from the war-torn Syrian city of Aleppo has become known as the Yellow Man after wearing only yellow for the last 35 years.

The story of the Yellow Man of Aleppo started on January 25, 1983, when Abou Zakkour made the decision to only wear yellow, because in his eyes the color represented love. It’s unclear what he did with his old wardrobe, but from that day forward, Zakkour only wore yellow garments, including underwear and accessories like neckties and hats, as well as yellow footwear.

Even his umbrella and smartphone cover are yellow.

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Not Only A Status Symbol Watches all serve the same function. But luxury goods aren’t about function; they’re much more loaded than that.

For many, a watch is something that lasts a lifetime, a traditional object that is passed through generations. Even in an era when smartphones are replacing timepieces, a watch is still an object of desire for many men or women.

Buying a watch articulate and express one’s own style, earnings, personality and most importantly, status in society.

Sometimes, a watch is the only piece of male jewellery guaranteed to draw appreciation, not criticism. Good watches have something that has been depleted in the modern era of luxury goods: impeccable old-fashioned craftsmanship.

They are something to boast about; how many parts they have and how many hours went into making them. They look expensive, are expertly engineered, are masculine, slick, and obvious without being too showy.

Here are some of our the best.

Bovet

Bovet’s Miss Audrey is convertible from a wristwatch to a table clock to a pendant. The watch is the lightest in its collection. €14,583

Patek Philippe

This watch features a rose-gold case and a silvery opaline dial framed by a bezel encircled with diamonds. €72,788

Cartier

Parmigiani Fleurier

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The Kalparisma Nova Galaxy gets its name from its aventurine dial designed to resemble starlit sky thanks to tiny copper inclusions in the aventurine glass. €21,600

An updated classic, this Tank Anglaise watch is made out of 18-karat pink gold and includes a nine-sided crown set with a sapphire, a lacquered silvered flinqué dial, bluedsteel sword-shaped hands, and a sapphire crystal. €20,211

Maitres Du Temps Chapter One Round Transparence

The ‘Chapter One’ is both classic and complex. That’s not to mention the 18k red gold case and limited edition engraving that really sets it apart (only 11 models were made). €446,205

Patek Philippe 5004t

A one-of-a-kind timepiece produced in 2013 specifically for auction, the ‘5004T’ is the only titanium version of the beautiful-but-alasdiscontinued ‘Patek Philippe 5004’ collection. €3million

Maurice Lacroix Masterpiece Mysterious Seconds

Maurice Lacroix is renowned for its expert blend of traditional Swiss craftsmanship and impressive in-house manufacturing. The label, which launched in 1975, is known as the Masterpiece Collection and features many of the brand’s most popular watches. €9,990

Lo Moinet Meteoris Collection

Chopard ‘Janus Watch’

Inspired by the Roman god Janus - famed for his two faces - this watch has two dials. It also bears some godly insides, too, with features that include a perpetual calendar, astronomical readings and a tourbillon – a complex rotating mechanical system which takes great skill to make. €413,070

Named after Louis Monet, the celebrated 18th centuryborn father of chronograph watches, The collection – four watches in total – feature precious stones and meteorite pieces integrated into the dials. Each watch showcases a unique piece of rare space rock. €3,9 million

February

59

Culture

European Film Festival

calendar

until 8 February – EU Info Centar

Gojko Varda, sixty years of dedication to design Until 30 March – Muzej Nauke i Tehnike

This exhibition of one of the most important Yugoslav and Serbian industrial designers.

Museum of Science and Technology in Belgrade presents an exhibition by Gojko Varda: sixty years of dedication to design, about one of the most prominent Yugoslav and Serbian industrial designers.

Gojko Varda’s achievements are worthy of attention and have left an artistic trail in the industry. Varda’s multifaceted work in the field of industrial design, as well as rich creative opus and tendency to introduce higher quality into industrial production, is the best confirmation of his creativity and testifies about the person who dedicated his entire life and professional career to design.

There are rare examples from the territory of the former Yugoslavia that one designer materialises his ideas to that extent, despite the environment that has not always understood the importance of his work.

The exhibition will showcase the exclusive material that is being exhibited for the first time, from projects for interiors to projects for many products that were produced in serials in factories.

The European Film Festival after hosting in 14 cities of Serbia in 2018, this month is finally in Belgrade.

Fans of contemporary European film will be able to enjoy the latest movies of the cultural heritage from the countries of Europe in the period from 30 January to 8 February 2019 at the EU Info Center in Belgrade (Kralja Milana 7), every day from 18.00 and 20.00.

The festival is a sign of cultural heritage because the European Union declared 2018 the European Year of Cultural Heritage. The motto of the campaign and festival is “Our Heritage: Where the Past Meets the Future” with the desire to encourage the audience to discover and explore European cultural heritage through the film.

The entrance to all projections is free, but only with tickets that can be booked via e-mail info@euinfo.rs or by telephone 011 / 4045400, from 10.00 to 19.00.

One person can book a maximum of 2 tickets for up to 3 movies.

The European Film Festival is being organised by the Delegation of the European Union and the EU Info Center in cooperation with the European Union’s Cultural Centers Network (EUNIC).

The exhibition “Travelling the World. Art from Germany.” until 25 March - Museum of Contemporary Art

Japanese film screening

2 – Belgrade Youth Center – 18.30 Japanese films directed by Takatoshi Arai will be exclusively screened in Serbia during Sakurabana’s annual event ChibiCon (1-3 February).

Concert of Armenian Classical Music

3 – Kolarac – 11.00 Concert of Armenian Classical Music including works by Komitas and Babajanian for piano solo and piano trio.

Yuri Zhislin, violin; Joseph Spooner, cello Nataša Šarčević, piano

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The exhibition traces diverse phenomena that emerged in German art from the second half of the 20th century up to the present. For example, one can see how video and video sculpture gain importance concerning technical development. While photography developed into an autonomous art form as early as the 1950s, it remained associated with other art practices, thereby maintaining a permanent link between art and social and political subjects. From the 1970s, in parallel with social developments, the role of artist gained in significance. Thus, works by Ulrike Rosenbach, Rebecca Horn, Katharina Fritsch, Rosemarie Trockel and others, document feminist subjects in art and the growing acceptance and importance of women artists in the art world. Close bonds between curators and artists, who often belonged to the same generation are a major facet of the exhibition, resulting in an impressive focus on works by artists affiliated with the Fluxus movement.

FEST 2019

22 Feb.-3 March – various locations

From February 22 to March 3, 2019, the 47th FEST will be held, which opens the award-winning film “The Favor” of Greek director Yorgos Lantimos.

This black-eyed historical drama depicts events in the British court at the beginning of the 18th century, when little-known Queen Anne ruled, and behind the scenes, two court ladies fought for her favour and power from the shadow.

One of the most original voices of contemporary author’s film, George Lantimos, is now the world-renowned director who has popularised the so-called “strange wave” of Greek cinema.

Full program: www.fest.rs

RECOMMENDS

Howard Zinn: A People’s History of the United States

SCANDINAVIAN DESIGN

Charlotte Fiell, Peter Fiell 2479rsd

The Cultural Heritage of Topčider 23 - Museum of African Art - 11.00

5 – Belgrade Youth Center – 18.00 The discussion will be about the most influential book by American historian, dramatist and activist Howard Zinn “People’s History of the United States”.

With many details and arguments, lucidly and with a sense of justice, the author gives a synthesis of the history of the American people through the prism of the oppressed. Also, it shows how important the role of the people in the struggle for peace and justice was against the system of power.

In introducing the feminist, abolitionist, workers, human rights activists, immigrant families, various classes, races and generations, minorities and farmers, Zinn depicts a complex picture of history based on the principles of social struggle against profit and various exploitation models.

A tour organised by the Museum of African Art, Memorial House of King Peter and Heritage House.

Since the 19th century, the urban planning of Topčider (one of Belgrade’s many hills) was envisioned as a city oasis, with numerous parks, picnic spots, large areas of forest and greenery. Hidden within it are numerous villas, summer houses and art studios built at the beginning of the 20th century. Through the “Cultural Heritage of Topčider” tour we will reveal different cultural institutions. During this tour, you can visit Museum of African Art, the Memorial House of King Peter, Archive of Yugoslavia, Heritage House – the Legacy of Petar Lubarda, Museum Vespa Serbia and Public Aquarium and Tropicarium Belgrade.

Walking and talking with you, are art historians Ana Knežević, Museum of African Art curator & Ivana Zatežić, Heritage House associate.

• The tour can include visits to the following institutions: the Museum of African Art (14, Andre Nikolića Street), the Memorial House of King Peter (40, Vase Pelagića Street), Heritage House – the Legacy of Petar Lubarda (1, Iličićeva Street), Vespa Museum Serbia (2, Brzakova Street), Public Aquarium and Tropicarium Belgrade (3, Milenka Vesnića Street).

• Gathering point: the Museum of African Art; 14, Andre Nikolića Street.

For all information: kulturnabastinatopcidera@gmail.com

Musicals in Terazije Theatre during February

Friday, 1 Feb.- Zona Zamfirova Saturday, 2 Feb. - Bruks-T.Mihen Producers Sunday, 3,26 Feb.- Inside Out Wednesday, 6 Feb.- Chicago Thursday, 7 Feb. - Ženidba & Udadba Friday, 8, 23 Feb. - MAMMA MIA! The Belgrade premiere of the musical MAMMA MIA! inspired by ABBA music was held on March 27, 2015.

Twenty years after the world premiere, MAMMA MIA! is still one of the most popular musicals. It is performed in 26 world languages on all six continents.

The performance includes ballet, choir and orchestra of the Terazije Theater.

Tuesday, 12, 21 Feb. - Phantom of the Opera Thursday, 14 Feb. - Zorba The Greek Sunday, 17 Feb. - Victor Victoria

Scandinavia is world famous for its inimitable, democratic designs which bridge the gap between crafts and industrial production, organic forms and everyday functionality. This all-you-need guide includes a detailed look at Scandinavian furniture, glass, ceramics, textiles, jewelry, metalware, and industrial design from 1900 to the present day, with in-depth entries on over 180 designers and design-led companies, plus a list of important design-related destinations across Norway, Sweden, Denmark, Iceland, and Finland.Featured designers and designer-led companies include Verner Panton, Arne Jacobsen, Alvar Aalto, Timo Sarpaneva, Hans Wegner, Tapio Wirkkala, Sigvard Bernadotte, Stig Lindberg, Ingeborg Lundin, Finn Juhl, Fritz Hansen, Artek, Le Klint, Gustavsberg, Iittala, Fiskars, Volvo, Saab, Orrefors, Royal Copenhagen, Holmegaard, Arabia, Marimekko, and Georg Jensen.

THE GERMAN COOKBOOK

Alfons Schuhbeck 4779rsd

Germany is made up of a series of distinct regional culinary cultures. From Hamburg on the north coast to Munich in the Alpine south, and from Frankfurt in the west to Berlin in the east, Germany’s cities and farmland yield a remarkable variety of ingredients and influences.

This authoritative book showcases this diversity, with 500 recipes including both beloved traditional cuisine and contemporary dishes representing the new direction of German cooking - from snacks to desserts, meat, poultry, and fish, to potatoes, dumplings, and noodles.

An introduction showcasing the culinary cultural history of the country introduces the origins of the classic recipes.

FIRE AND BLOOD: 300 Years Before A Game of Thrones (A Targaryen History) George R. R. Martin 3999rsd

Tuesday, 19 Feb. - Mister Dollar Friday, 22 Feb. - Glavo Luda Sunday, 24 Feb. - Some Like It Hot

SEE MORE: WWW.CORDMAGAZINE.COM

Set 300 years before the events in A Song of Ice and Fire, Fire and Blood is the definitive history of the Targaryens in Westeros as told by Archmaester Gyldayn, and chronicles the conquest that united the Seven Kingdoms under Targaryen rule through the Dance of the Dragons: the Targaryen civil war that nearly ended their dynasty forever.

The thrilling history of the Targaryens comes to life in this masterly work by the author of A Song of Ice and Fire, the inspiration for HBO’s Game of Thrones.

February

61

AFTER WORK 16 SERBIAN EGYPTIAN FRIENDSHIP JAN ASSOCIATION HELD ITS FIRST 2019 ASSEMBLY SESSION Assembly of Serbian Egyptian Friendship Association (SEFA) took place on January 16th 2019 in the Museum of African Art in Belgrade.

The Assembly adopted key decisions regarding the goals of its future work, and elected management bodies of the Association, including Business Forum and Youth Network. Aneta Đermanović, former Deputy Head of Department for Africa and the Middle East at the Ministry of Foreign Affairs and career diplomat, was elected President of SEFA. Ambassador of Egypt H.E. Amr Aljowaily congratulated SEFA on successful reinstatement, announcing the support of the Embassy in the realisation of the Association’s activities in the fields of economy, culture, science, education, media and sport, with the goal of enhancement and enrichment of the friendly relations between the two countries.

PRIME MINISTER ANA BRNABIĆ

H. E. CHEPURIN, NENAD POPOVIĆ, ANA BRNABIĆ

17 THE FIRST DIGITAL DIALOGUE JAN BETWEEN SERBIA AND RUSSIA H.E. AMR ALJOWAILY AND ANETA ĐERMANOVIĆ

AMBASSADOR ALJOWAILY WITH THE SEFA MEMBERS

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Serbia and Russia build a shared vision of innovative growth, and innovation and digitisation will play a key role in developing the relations of the two countries in the future, it was concluded at the “First Digital Dialogue of Serbia and Russia”, held in Belgrade as part of the visit of Russian President Vladimir Putin to Serbia.

Serbian Prime Minister Ana Brnabić said that Serbia has a unique potential to become an excellent hub for Russian high-tech companies.

“Thanks to our outstanding human resources potential and duty-free exports, both in the Russian Federation and in the countries of the European Union, we have the unique potential to become an excellent asset for Russian high-tech companies,” said Brnabić at the first digital dialogue between Serbia and Russia, organized as part of a Russian visit President Vladimir Putin to Belgrade.

President of the Serbian Chamber of Commerce Marko Čadež pointed out that there was never a better business environment in Serbia and that the state is developing an innovation-based economy, which, he said, is evident by numerous laws and facilities introduced for innovative companies.

Representatives of 40 Russian and 60 Serbia companies took part in the event, presenting their projects, discussing possible joint plans and establish cooperation in the field of IT and digitisation.

SEE MORE: WWW.CORDMAGAZINE.COM

21 DUTCH EMBASSY OPENS ITS DOORS JAN AT THE NEW BELGRADE ADRESS Secretary-General of the Ministry of Foreign Affairs of the Netherlands Yoka Brandt and the Ambassador of the Netherlands H.E. Henk van den Dool opened the new premises of the Embassy of the Kingdom of the Netherlands at Milentija Popovica 5b, New Belgrade.

After being housed in an art-deco building in Dorćol for decades, the Embassy has moved to a contemporary business building in New Belgrade. This change reflects the modernisation of Dutch diplomacy worldwide and is prepared for the future.

MS. YOKA BRANDT AND H.E. HENK VAN DEN DOOL

22 PRIORITIES OF THE SLOVAK 2019 OSCE CHAIRMANSHIP PRESENTED JAN Ambassador of the Slovak Republic to Serbia H.E. Dagmar Repčeková presented the global goals of the Slovak OSCE Chairmanship 2019, but also those that will be implemented in Serbia.

One of the priorities of Slovakia in the next year will be the post-conflict situation in the Balkans, as well as the support of the EU as moderator in the dialogue between Belgrade and Priština, said Slovak Ambassador Dagmar Repčeková.

“As a country that did not recognise Kosovo, Slovakia will aim to support and persuade both parties, both Priština and Belgrade, to restart the dialogue,” Repčeková said at a gathering attended by the OSCE Ambassador in Serbia

H.E. DAGMAR REPČEKOVÁ

H.E. Andrea Orizio and official of the Ministry of Foreign Affairs of Serbia Aleksandar Tasić.

Repčeková said that Slovakia, which took over the OSCE chairmanship from Italy on January 1, is focused on the post-conflict situation in the Balkans and announced that the Slovak Minister of Foreign Affairs Miroslav Lajčák, will visit the region in June.

“Mr Lajčák will visit Serbia first, and Macedonia, Albania, Bosnia and Herzegovina.

He also plans to visit Priština,” said ambassador.

Ambassador Orizio assessed that the Slovak platform is ambitious but realistic.

H.E. DAGMAR REPČEKOVÁ AND H.E. ANDREA ORIZIO

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AFTER WORK 24 CELEBRATING GERMAN JAN CONTEMPORARY ART Prime Minister Ana Brnabić attended the opening ceremony of the exhibition “On the road around the world tonight. Art from Germany”, at the Museum of Contemporary Arts in Belgrade.

The exhibition was opened by Acting Director of the Museum of Contemporary Arts Slobodan Nakarad, German Ambassador to Serbia H.E.Thomas Schieb and Minister of Culture and the Media Vladan Vukosavljević.

Minister Vukosavljević pointed out that this is an exceptional artistic event and the first exhibition of foreign artists in the newly opened Museum of Contemporary Arts.

Exhibited works are carefully selected whereas the German Ambassador said that the exhibition includes photographs, sculptures, paintings and installations.

He reminded that the first exhibition of German art in the Museum of Contemporary Arts in Belgrade was held in 1967.

Director of the Museum of Contemporary Art Slobodan Nakarada said that the exhibition organised in cooperation with the Goethe Institute features works from the collection of the Institute for International Cultural Relations from 1949 until today.

PM BRNABIĆ, MINISTER VUKOSAVLJEVIĆ, H.E. SCHIEB, SLOBODAN NAKARAD

AMBASSADOR SCHIEB HOSTED A RECEPTION AT HIS RESIDENCE

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H.E. FRÉDÉRIC MONDOLONI

24 AMBASSADOR MONDOLONI JAN HOSTS MEMBERS OF THE FRENCH COMMUNITY Ambassador Mondoloni welcomed members of the French community at the New Year’s reception held at the ambassadorial premises.

In his speech, the Ambassador stressed that 2018 had been a good year for Franco-Serb relations, with successes that contributed to the strengthening of cooperation between two countries.

Several French ministers had visited Serbia - ministers of foreign affairs and sports, secretary of state for the armed forces - while several Serbian ministers had made visits to France - ministers of foreign affairs, defence and technology.

The France-Balkans business forum, held in May 2018, had been a real success regarding the number of companies represented, while the whole year had been marked by the signing of major contracts and a commercial relationship that had now reached one billion euros.

The commemoration of the centenary of the end of the First World War had been an important priority, with many accompanying projects. Moreover, commemoration of the 180 years of the establishment of consular and diplomatic relations between France and Serbia was marked in 2018.

“The completion of the restoration of the Monument de reconnaissance to France was the culmination of a long-standing project of our two countries,” said ambassador Mondoloni.

The ambassador said that the embassy is ready for the visit of the French President Macron to Belgrade in 2019.

SEE MORE: WWW.CORDMAGAZINE.COM

YANA MIKHAILOVA

24 FOREIGN INVESTORS COUNCIL JAN HELD STRATEGIC MEETING On 24th January, Foreign Investors Council Serbia (FIC) held a Strategic meeting to discuss actions and strategy for 2019 agreed at the last year’s meeting.

The discussion was held between members of the Board of Directors and Committee Chairpersons: Yana Mikhailova, Ivan Rakić, Goran Pekez, Marinko Ukropina, Vladimir Deljanin, Diego Velini, Marija Popovic, Daniel Susnjar, Marko Jović, Dragana Stikić, Đorđe Popović, Dipl. Ing. Marija Novaković, MBA, Dušan Lalić, Igor Živkovski, LL.M., Radomir Cerović, Milica Filipović, Ivan Gazdić, Dušica Gaković, Dragan Draca and Vanja Korać. Supported by FIC Executive Team: Ana Tozzi, Milica Đorđević and Ivana Adamović.

24 BUSINESS MEETING JAN WITH THE EU DELEGATION

MATEJA NORČIČ ŠTAMCAR

The “Business Meeting With The EU Delegation” held on January 24th, 2019 was co-organised by the Swiss-Serbian Chamber of Commerce (SSCC), Slovenian Business Club (SPK), German-Serbian Chamber of Commerce (AHK) and ItalianSerbian Chamber of Commerce.

Mateja Norčič Štamcar, Deputy Head of the EU Delegation to the Republic of Serbia, and Yngve Engstroem, Head of Cooperation, spoke about the progress of Serbia’s EU membership and EU funding opportunities in the Republic of Serbia.

Environmental protection is one of the main strategic goals on which Serbia will have to work in the upcoming period, it was said at a working meeting with representatives of the EU Delegation in Serbia.

A networking cocktail followed the official panel.

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AFTER WORK

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24 JAN UNDP ANNUAL SESSION United Nations Development Programme (UNDP) held the Annual Session for many of its international, national and local partners to celebrate joint achievements towards Sustainable Development Goals and 2030 Agenda.

At the meeting held at Belgrade’s Metropol Palace Hotel, plans for 2019 were presented by Steliana Nedera, UNDP Serbia Deputy Resident Representative.

VERA NIKOLIĆ DIMIĆ

IVONA SIMIĆ

STELIANA NEDERA

25 AMCHAM OPENS JAN 6TH CYCLE OF THE AMCHAMPS The American Chamber of Commerce in Serbia (AmCham) opened the sixth cycle of the educational program for students and young managers “AmChamps - Young Leaders in Change”, which took place at the Hilton Hotel.

On this occasion, participants were addressed by Ivona Simić, Human Resources Advisor in the Cabinet of the Prime Minister of the Republic of Serbia, Nikolaos Dimitriadis, Regional Director of the University of Sheffield and Vera Nikolić Dimić, Executive Director of the AmCham.

The “AmChamps” program was launched in 2014 with the aim of helping educate and develop young people through the synergy of the academic and private sectors. By working with delegated mentors, participants are enabled to acquire practical knowledge and skills that will help them get their first job and progress in their careers.

NIKOLAOS DIMITRIADIS

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February 2019

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UNDP in Serbia

#NextGenUNDP

UNDP

CONTENT 03 04 05

FOREWORD

TAKING ACTION FOR CLIMATE

BUILDING A CIRCULAR CULTURE TOGETHER

08 09

FOCUS ON RESILIENT COMMUNITIES STRONG PARTNERSHIPS FOR STRONGER IMPACT

12

OPEN AND DIGITAL SERBIAN ASSEMBLIES

14

OPENING DATA CONTRIBUTES TO GROWTH

15

MOVING TOWARDS DIGITAL TRANSFORMATION

06

INCREASING ENERGY EFFICIENCY IN SERBIAN MUNICIPALITIES

07

THE UNTAPPED POTENTIAL OF BIOMASS

10 11

INEQUALITY - A COMMON PRIORITY

TOWARDS A SOCIETY WITH ZERO TOLERANCE TO VIOLENCE AGAINST WOMEN

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STRENGTHENING ACCOUNTABLE PUBLIC FINANCE MANAGEMENT AT CENTRAL AND LOCAL LEVELS

2

UNDP

FOREWORD A recurrent motto that accompanies many international meetings and forums these days is the speed, scale and complexity of change in the world around us. For a development organisation like the United Nations Development Programme, this means that today's development challenges, compared to those of twenty years ago, are more complex and interconnected. A sense of environmental, economic and social urgency to deal with these challenges is adding to the pressure. “Business as usual” is no longer enough, and bold thinking is required to make breakthroughs and create true transformation.

The global 2030 Agenda for Sustainable Development offers the framework for engaging differently.

The SDGs are multifaceted and call for an integrated response, for diverse partnerships and for innovative solutions. UNDP thus embarked on a journey of purpose-led transformation, which is not about management reform, but rather a development institution that is continuously renewing itself and working at the cutting edge of development, making solutions available to the countries it serves.

This ‘Next Generation UNDP’ continues to work on reducing poverty, strengthening governance, resilient development, the environment, clean energy and gender equality, but in each of these areas it aims to bring innovation, a platform way of working, agility and acceleration in services.

In Serbia, UNDP has worked hard over the last several years to transform its way of working, not only to deliver on time and with the quality of projects and funds entrusted to us by donors and the Government of Serbia, but also to bring new development services and knowledge, push our limits to be future-focused, innovative and aligned with the pace of global development. As a latest example, in 2019 UNDP Serbia is launching an Acceleration Lab, which represents one of a network of 60 labs that UNDP is opening worldwide. The Lab doesn't replace UNDP’s current way of working, but rather augments existing capabilities through the application of cutting edge approaches to addressing social and environmental challenges.

In this special edition you will find stories on activities implemented by UNDP in Serbia, with the support of, and in partnership with, our donors and our national and local partners. We remain committed, in 2019 and beyond, to delivering development results for the impact that Serbia seeks for its EU accession agenda and towards the Agenda 2030 for sustainable development.

3

Taking Action for Climate

UNDP

“This initiative represents an opportunity for local self-governments, the business sector, civil society organisations and the scientific-research community to respond jointly in Serbia to the challenges of adapting to climate change, in order for us to preserve our environment, protect people's lives and incentivise economic development through innovative solutions.” - Goran Trivan, Minister of Environmental Protection

UN Secretary General António Guterres, speaking to UN member states in September 2018, called climate change the defining issue of our time, stating: “We are at a defining moment. We face a direct existential threat. Climate change is moving faster than we are. If we don't change course by 2020, we risk missing the point where we can avoid runaway climate change, with disastrous consequences for people and all the natural systems that sustain us.”

A special IPCC report of October 2018 made the case for urgent action around the world to keep global warming to an increase of within a 1.5-degree Celsius. Within 10-30 years, the report indicates, world temperatures could rise One of the awarded solutions of the CSUD Challenge by more than three degrees. This could lead to an exacerbation of poverty, while the most vulnerable sections of the population will be the hardest hit by the effects of rising sea-levels, increased droughts, flash floods and extreme weather.

This call for action on climate also resonates in Serbia, which has committed to reducing emissions of greenhouse gases (GHG) and adapting to shifting climate conditions. The scope of work is tremendous. As public assets and services are not at the required level of energy efficiency, many public service-related areas involving the use of large number of vehicles and machinery have untapped potential to reduce GHG emissions while simultaneously improving the everyday lives of citizens. There is a lack of available good quality data on current GHG emissions from different sectors, particularly at the local level.

In 2017, UNDP helped 140 countries access $3.2 billion in grant financing for climate initiatives

With funding from the Global Environment Facility (GEF), the Serbian Ministry of Environmental Protection and UNDP currently implement the Climate Smart Urban Development (CSUD) initiative, focusing on climate action at the local level in Serbia. Individuals, civil society organisations, researchers, public institutions and businesses were invited to come up with ideas on how to reduce GHG emissions in their communities and to adapt to changing climate conditions. Another challenge was run for opening and managing climate change data at the local level, in sectors such as energy, transport, construction, urban planning, water and waste management. Though this initiative, the Ministry and UNDP help local partners develop, finance and implement these ideas in practice.

There are currently 46 teams of ‘Climate Smart Innovation pioneers’ and ‘Open Data Innovation Pioneers’ that receive support from the Climate Incubator project, which encompasses expert guidance on the further development of ideas (towards concepts, prototypes, testing and practical implementation); assistance in business planning and identification of the sources of co-financing; promotion; and partnering with other climate innovators. Open Data teams are also working to develop inventories of local greenhouse gases.

All these smart solutions for climate will initially be implemented in 24 municipalities in Serbia. However, they have high potential for comprehensive use all over Serbia, in many areas related to urban development, as well as in agriculture. The mechanism piloted by the project can be applied by the Ministry to further support climate action at the local level in Serbia through more challenges, in order to generate a movement and critical mass of positive change in tackling climate change.

Contributing to Sustainable Development Goals 4

Building a Circular Culture Together

UNDP

Young Balkan Designers Open Call

“In order for us to reduce the discarding of food, or the generating of food waste, we need systemic, lasting solutions and sustainable management of excess food. With this we would contribute to reducing poverty and hunger, as well as protecting the environment – all for the benefit of the entire community” - Radmila Ivetić, President of the Food Bank Association

In 2015, the European Commission adopted an ambitious Circular Economy Action Plan to stimulate the transition towards a circular economy, boost global competitiveness, foster sustainable economic growth and generate new jobs. In 2014 alone there were private investments of around €15 billion in economic sectors relevant to the circular economy, with more than 3.9 million jobs created in these sectors, while patents on recycling and secondary raw materials increased by 35 per cent between 2000 and 2013 . It is further estimated that the transition to a circular economy could reduce EU carbon emissions by 450 million tonnes and save the EU €600 billion by 2030, as well as creating 170,000 new jobs by 2035 In 2018, UNDP partnered with the Government of Serbia, businesses, academia, creative industries and civil society organisations to promote the circular economy, supporting a transformative dialogue for the transition from linear to circular production and consumption, with a focus on the sectors of single-use plastics, textiles and furniture, as well as food waste. The process includes identifying and removing regulatory barriers that companies face in improving the circularity of their operations, promoting good practises and circular business models, as well as the co-creation and development of circular economy roadmaps for Serbia.

In December 2018, UNDP launched the impact acceleration programme “Together for Sustainable Business”, piloting impact investment mechanisms for the circular economy. The programme will support 10 micro, small or mediumsized companies in introducing innovation and growing their operations while generating positive environmental and social impacts.

Recognising the need to promote eco-design, a Young Balkan Designers Open call was launched, inviting designers to propose circular design solutions that promote the sustainability and circulation of products, materials and services. Likewise, capacity building of research institutions will support the R&D necessary to find appropriate solutions in the areas of technological, social and business-model innovation.

UNDP is committed to building a circular culture among all stakeholders along the value chain. The project team organised a series of creative workshops with schoolchildren, while Food Waste Reduction workshops were organised in partnership with the Serbian Ministry of Environmental Protection, the Chamber of Commerce & Industry, Food Banks, Restaurant Associations and Social Enterprises.

It is estimated that a third of all food produced globally is discarded. Each person in Serbia wastes an average of 35kg of food annually. At the same time, there are over 35,000 people using 75 Soup Kitchens across the country.

UN SDG 12 calls for a 50 per cent reduction in global food waste at the retail and consumer level by 2030.

The overarching goal of all these activities is to support sustainable growth in Serbia, growth that stimulates innovation and competitiveness, protects our environment and our health, while ensuring that no one is either left behind or excluded from the progress.

Contributing to Sustainable Development Goals 5

Increasing Energy Efficiency in Serbian Municipalities

UNDP

In 2017, UNDP helped 110 countries access about $2billion in grants for energy projects

Wood pellet fired boiler in a primary school in Raška

“With energy efficiency measures implemented and mindful consumption, we could save up to 30% annually on our energy bills, and use the savings for other purposes that benefit the local community,” - Aleksandra Stojiljković, City of Leskovac Energy Manager

In line with the National Energy Efficiency Action Plan and the EU Directive on Energy Efficiency, Serbia committed itself to reaching a national indicative energy savings target of nine per cent in the period between 2010 and 2018. According to the Law on Efficient Use of Energy, municipalities with 20,000 citizens or more (85 in total) must appoint energy managers, adopt energy efficiency plans and programmes, implement energy efficiency measures and achieve energy savings targets.

Impact of 13 demonstration site improvements: • Estimated energy savings: 2 million kWh/year • Estimated C02 emission reduction: 1,500 tonnes annually

In partnership with the Ministry of Mining and Energy, and with funding from the Global Environment Facility (GEF), UNDP works to improve the energy and cost efficiency of public buildings and municipal services in Serbia, as well as to increase investments in energy efficiency of public facilities. The project “Energy Management Systems in municipalities throughout Serbia” combines donor funds, state budget funds for energy efficiency and municipal resources.

At the national level, UNDP has provided expert support for initiating, drafting or improving laws, regulations and policies related to municipal energy management, including the Law on Efficient Use of Energy, Government Decrees and Rulebooks governing municipal energy efficiency. The UNDP-developed EMIS, Energy Management Information System, was included as a mandatory tool within the official Energy Management System of the Republic of Serbia.

At the local level, 13 public buildings in 13 municipalities throughout Serbia were the first to be selected as demonstration sites, where energy efficiency improvements were carried out. Significant energy savings and reductions in CO2 emissions showed other local governments the value of such measures. UNDP assisted 29 municipalities and three towns in implementing their Energy Efficiency Programmes and Plans. With project support, local energy management offices were established in 12 municipalities and 150 municipal technicians learned how to improve energy management at the local level, while 125 training participants later obtained a license for Municipal Energy Manager and 611 public servants were trained how to enter data into EMIS. Additionally, 50 engineers learned how to manage Energy Efficiency of large public buildings, while 42 obtained a license for Building Energy Manager.

Contributing to Sustainable Development Goal 6

The Untapped Potential of Biomass

UNDP

“All six CHP plants that were supported in their construction by the project we are implementing with the UNDP have been connected to the grid and have started producing green energy. The capacity of biogas plants in Serbia has thus increased significantly, which is an exceptional result and a rare example of direct, tangible and well-designed donor support to investments. The Ministry is extremely satisfied and proud of this outcome,” - Miloš Banjac, Assistant Minister of Mining and Energy

Biogas CHP plant in Alibunar

The use of biomass is a technically feasible and cost-effective solution for a great part of Serbia’s needs for renewable energy

The benefits of renewable energy are numerous and far-reaching, from improved public health and a preserved environment, to strengthened national economies. The positive impacts of clean energy include decreased pollution and global warming emissions, as well as tangible economic effects – through the creation of local jobs, reduced dependence on imports of foreign fossil fuel supplies and greater energy security.

Recognising these benefits and setting targets at the level of the EU Energy Community, Serbia committed to increasing the share of renewable energy in its overall energy consumption to 27 per cent by 2020, compared to 21.2% in 2009. The National Action Plan for Renewable Energy Sources envisages setting up 30 megawatts (MW) of biogas plants by the target year. Agricultural biomass constitutes 61% of the total potential of renewable energy sources in Serbia, but is not commonly used for energy generation. An added value of energy generation from this source is the reduction of agricultural production waste, which is a significant source of water and soil pollution in Serbia.

In partnership with the Serbian Ministry of Mining and Energy, and with funding from the Global Environment Facility (GEF), UNDP Serbia is implementing the five-year project “Reducing Barriers to Accelerate the Development of Biomass Markets”. Six biogas combined heat and power plants (CHP) with a total capacity of 6.35MWe have been constructed in Aleksinac, Alibunar, Bač and Zrenjanin. The $1.6 million of investment grants provided by the project have secured a further $21million of private investments. Aside from the financial value, the host communities gained a 100 new jobs, levels of pollution and waste were reduced, and the local power distribution network was improved. Additionally, the UNDP team prepared methodology for monitoring raw material consumption and energy production in this type of facility.

In order to support biomass markets in Serbia, UNDP experts developed a model of contracts for long-term biomass supply and prepared technical specifications of wood and agricultural biomass. An online biomass e-trading platform has also been set up and is operational, managed by the Chamber of Commerce & Industry of Serbia. In parallel, a model report has been developed for producers of electrical energy from biomass, to complement the Government Decree on Privileged Power Producers.

Contributing to Sustainable Development Goal 7

UNDP

Focus on Resilient Communities “The overall impact of the migration crisis on Šid has not been adverse, but beneficial. Living with migrants can only improve our lives,” - Zoran Semenović, Deputy Mayor of the Municipality of Šid

Globally, countries are paying an increasingly high price for shocks that disrupt the normal functioning of communities. Following the floods of 2014, Serbia again, in 2015, faced the shock of the flow of over a million refugees and migrants transiting through its territory, and local communities had to raise to this challenge and its many economic and social ramifications. Crisis prevention and resilient development are a priority for UNDP in Serbia. UNDP works together with international and national partners to ensure that cities and municipalities in Serbia are better prepared for shocks and are more resilient to any type of disaster.

As part of the European Union's Support to Migration Management, UNDP – in partnership with the World Health Organisation (WHO), the International Organisation for Migration (IOM) and the United Nations Project Services Agency (UNOPS) – delivers EU funding and support to 18 communities hosting some 4,000 refugees and migrants, focusing on improved health facilities and services, communal infrastructure and public services and social cohesion, with the overarching goal of improving life for all people living in these communities. The team of UN agencies works in close cooperation with the Ministry of Labour, Employment, Veteran and Social Affairs, the Ministry of Health, the Ministry of European Integration and the Commissariat for Refugees and Migration, as well as other stakeholders.

While leading and ensuring the management of the Open Communities – Successful Communities project, the UNDP team is focused on communal infrastructure and public services, and works jointly with IOM ad WHO on social cohesion measures. The project upgraded public health, social and education services in Lajkovac, Preševo, Subotica, Belgrade, Dimitrovgrad, Tutin, Banja Koviljaca, Šid, Pirot and Sombor. Vranje and Bujanovac received complete equipment and furniture for a local school and nursery school, while the Emergency team of the Bosilegrad Municipality and a pre-school institute from Sombor respectively received an off-road vehicle and a passenger vehicle. Experts were engaged in carrying out the hydrogeological exploration of a spring in Preševo, testing groundwater and drilling an exploitation well in the municipality of Bujanovac, to identify solutions for sustainable water supply in these local communities. Specialised utility vehicles and equipment for water supply and sustainable waste management were also procured in Obrenovac, Sjenica, Bela Palanka, Bujanovac and Kikinda. A new ambulance facility was constructed and equipped in Preševo, and an outpatient clinic was reconstructed in Bogovodja, Lajkovac municipality. In Belgrade, UNDP developed the Expansion and Reconstruction Project for the Institute for Emergency Medical Care, which enabled the smooth launch of construction works in 2019.

The capacity gap in local public services was bridged by engaging professional staff, including hydro engineers, doctors, public health technicians, nurses, drivers of sanitary vehicles, utility workers and workers in maintaining the hygiene of public institutions. This ensured the high quality and availability of services vital for citizens, refugees and migrants in these municipalities.

In parallel, joint volunteer actions organised with migrants and volunteers from local communities enabled them to get to know each other, overcome prejudices and build bridges between host and displaced communities.

The EU project 'Open Communities – Successful Communities' reached approximately two million inhabitants of municipalities on the migration route that now enjoy better public services and improved local resilience.

Contributing to Sustainable Development Goals 8

Strong Partnerships for Stronger Impact: Government, IFIs and UNDP, Working Together for Development Results

UNDP

“UNDP has provided invaluable support to the Public Investment Management Office in ensuring timely delivery and good progress on the implementation of sovereign loans,” - Marko Blagojević, Director of the Public Investment Management Office

The 2030 Agenda for Sustainable Development is a groundbreaking framework for people, our planet and prosperity. Implementing the 17 Sustainable Development Goals (SDGs) will require that we leverage all sources of finance – domestic and international – reinforcing each other. In order for that to happen, partnerships arise as a powerful resource for delivering meaningful impact. UNDP’s new Strategic Plan calls for UNDP to play a stronger role as a provider of integrated development solutions, tackling multidimensional development challenges through SDG country-driven approaches, and to help governments leverage development financing. As a development partner in nearly 170 countries, UNDP supports governments in designing and implementing projects funded from their own revenue or from grants or loans provided by International Financial Institutions (IFIs).

Globally, over the last decade, UNDP has helped governments and IFIs implement projects with IFI financing worth over $2 billion, helping to overcome operational bottlenecks while developing capacity and supporting the implementation of national development priorities.

UNDP supports governments throughout the project cycle – designing bankable projects, implementing projects and providing monitoring and evaluation oversight as a third party or fiduciary agent – such as for large-scale grants submitted through the Global Environmental Facility (GEF) or Green Climate Fund (GCF). If loan implementation is delayed, UNDP may be called in by a government to support activities outlined under the loan agreement. When there is a prospective loan under discussion, UNDP may also be brought in to provide technical policy assistance or capacity development services (in the areas of recruitment, procurement and financial management).

The benefits of tripartite collaboration include capacity development, faster implementation, lower costs, leveraged resources and increased transparency. UNDP has been working to facilitate an institutional environment that is conducive to closer collaboration with IFIs, developing joint action plans, mapping opportunities for cooperation and organising events and technical discussions to engage with IFIs and governments to lay the foundations of more effective development partnerships. Global memoranda or frameworks for strategic cooperation have been signed with, among others, the Asian Development Bank (2007), the European Bank for Reconstruction and Development (2014), the Islamic Development Bank (2016), the European Investment Bank (2016), the Council of Europe Development Bank (2017) and the World Bank Group (2018).

In Serbia, UNDP has supported the government on loan implementation since 2016, by attracting the best available expertise necessary for project management, including in complex procurement. The results today show that uniting forces produces better results and has a greater impact .

“The benefits of UNDP support to governments in delivering their domestic resources, including loans, can include quality development results with savings in terms of time and funds, while strengthening institutions and implementation capacity. UNDP’s extensive experience working in countries around the world and partnering with a wide array of stakeholders – including governments, IFIs and others – allows it to provide meaningful support to member countries as they work to achieve the SDGs and strengthen the livelihoods of millions of people,” - Achim Steiner, UNDP Administrator

Contributing to Sustainable Development Goals 9

UNDP

Inequality a Common Priority “The culture of the Roma people is very rich, it just needs to be portrayed in the right way. The knowledge and experience I gained in the past six months will help me present it through film, music and other areas of contemporary creativity,” - Tomislav Jovanović, Roma UN Volunteer at the Serbian Ministry of Culture and Information

A stocktaking of the MDGs, and the adoption of the SDGs in 2015, showed that the world halved levels of extreme poverty, but the eradication of poverty until 2030 requires concomitant action on inequality. The dedicated SDG 10 calls for the empowerment and social, economic and political inclusion of all, irrespective of age, gender, disability, race, ethnicity, origin, religion or economic or other status.

In Serbia, UNDP has had disadvantaged and marginalised communities in the scope of its work for many years. The current programme has a range of initiatives addressing the needs of Roma, people with disabilities, vulnerable women, the LGBTI community, people living with HIV and the unemployed. Projects are funded by the Austrian Development Agency, the Italian Ministry of Foreign Affairs and the Government of Turkey. It is an area of close joint action, policy support and advocacy with other UN agencies, think-tanks and civil society organisations.

In 2017, UNDP carried out the fourth round of its regional survey on the socio-economic position of marginalised Roma1 in the Western Balkans, with the support of the European Commission and in cooperation with the World Bank. The survey contributed to filling the gaps in the availability of data needed to monitor and inform socio-economic policies for Roma inclusion. According to the data, the most alarming situation in Serbia is that of the Roma on the labour market: just over a fifth of Roma citizens aged 15 to 64 were employed in 2017, while only a third participated in the Serbian labour market. The employment rate of Roma women was even lower, standing at just nine per cent. Rates of NEET [Not in Education, Employment or Training] among young (18-24) Roma are very high, at 73 per cent (88 per cent for women).

In 2018, UNDP supported the Centre for Social Policy (CSP) in launching a regional dialogue on the Welfare State in the Western Balkans.

30 Roma UNVs were selected to link CSP also prepared a Human Development Roma communities and public institutions in their municipalities Paper for Serbia, focusing on inequality. UNDP also supported the Centre for Public Policy Research in organising the first conference in Serbia focusing on the Future of Work. In 2018, UNDP worked with a group of researchers in an experiment to assess the universal basic income’s approach in the context of welfare system reform.

In partnership with UNHCR, UNDP helped 30 young Roma become young UN volunteers. After a period of training, they were engaged in local institutions in 24 municipalities and cities where they live, in order to influence social and political processes relevant for Roma inclusion and advocate for the interests of the Roma community.

UNDP is a partner in a joint UN project with the UN Human Rights Team, UNFPA, UN Women and ILO, focused on ensuring autonomy, giving a voice to and stimulating the active participation of persons with disabilities (PwD) in social life and the labour market. To date, 79 PwDs have learned about their rights, the legal framework and practises regarding PwD employment, as well as how to advocate for their interests.

Contributing to Sustainable Development Goals 10

Towards a Society With Zero Tolerance to Violence Against Women

UNDP

Women’s Parliamentary Network of Vojvodina

Gender equality is not only a fundamental human right, but a necessary foundation for a peaceful, prosperous and sustainable world. Unfortunately, women and girls still suffer discrimination and violence in every part of the world. In Serbia, one in three women is exposed to physical violence, one in two women has experienced or is experiencing some form of psychological violence, while, on average, a women is murdered by a current or former partner or family member every 10 days.

To build a society without violence against women and girls in Serbia, UNDP, UN Women, UNFPA and UNICEF are supporting the Government of the Republic of Serbia, headed by the Coordination Body for Gender Equality, through a joint initiative to provide an integrated response to violence against women and girls. The project brings together ministries, state bodies and institutions, as well as civil society organisations and media, to prevent violence and ensure that, when violence occurs, the victims receive timely and effective protection and support, and the perpetrators are duly punished. The initiative is funded by the Government of Sweden.

Police filed 7106 criminal reports in 2017, which is an 88% increase compared to 2014

Domestic violence and violence in intimate partner relations is a complex issue, with multiple and difficult root causes that are slow to overcome. This is why this joint project applies a comprehensive approach to combating and preventing violence against women, by supporting activities aimed at prevention, protection and prosecution and the adoption of adequate national policies. It also helps establish broad partnerships and improve cooperation among all relevant state sectors (social protection, judiciary, police, education, health), non-governmental organisations, the media and other stakeholders at national, provincial and local levels. All activities are inspired by a common goal: to develop a social and institutional environment in Serbia that does not tolerate violence against women and girls.

For example, most recently, 200 police officers learned how to estimate risk, collect evidence and deal with domestic violence cases; 2,500 primary and secondary school pupils participated in activities promoting gender equality, raising awareness of gender-based violence and the promotion of healthy lifestyles, while 200 teachers learned how to prevent gender-based violence in schools. Additionally, 140 health workers learned how to recognise and document gender-based violence. An online resource was created for those suffering in cases of domestic violence, their families and professionals dealing with domestic violence.

In 2018, the group Journalists Against Violence was also established, comprising 27 renowned editors and journalists and tasked with improving media reporting on violence against women in Serbia.

“It is up to media to constantly warn about the issue of violence, and to insist for the officials authorised by the law to prevent it, and for the society to recognise and condemn it” - Ljubica Gojgić, member of the group “Journalists Against Violence”

Contributing to Sustainable Development Goal 11

Open and Digital Serbian Assemblies

UNDP

“The introduction of e-Parliament enables savings in the amount of 4.5 million RSD annually! Additionally, this digital tool assists in guiding/directing the work of the parliament towards its purpose – to discuss items on the agenda and to represent the interests of the people, rather than being used for self-promotion and inter-party disagreements,” - Zoran Vukašinović, Secretary General of the Leskovac Local Assembly

UNDP has been one of the first development partners of the National Assembly of Serbia since 2004, and has helped the National Assembly introduce public hearings and mobile committee sessions, alongside a number of oversight tools. Building on these results, the Swiss Government started working with UNDP as a development partner to further parliamentary reform in Serbia and transfer practises and tools from the National Assembly to local assemblies. On the margins of local selfgovernment units for years, usually with no staff or means of securing better oversight, local assemblies started – with SDC and UNDP support - organising and digitalising themselves. Local budget portals are piloted by UNDP with the Standing Conference of Towns and Municipalities in 10 municipalities, based on the National Assembly’s portal for monitoring public budget spending. Tailor-made e-Parliament software was developed and introduced in Zrenjanin and Leskovac. This software, developed on an open platform, includes DMS and E-voting and is E-parliament software, comprising DMS available to all interested local assemblies; customisation is already unand e-voting on an open platform, is now available for customisation to all interested local assemblies in Serbia derway in the Assembly of the Autonomous Province of Vojvodina and Niš Assembly. Another new tool is the Local Assemblies’ Accountability Index. An October 2018 Local Assemblies’ Conference in Novi Sad saw the launch of an annual platform for cooperation and policy dialogue.

UNDP is currently strengthening one in every three parliaments worldwide and supporting an election every two weeks.

Knowledge sharing between the National Assembly and local assemblies, especially in terms of advancing SDGs, is featured as best practise (e.g. in the UNDP and IPU 2nd Global Parliamentary Report 20171 , as well as in the UN Secretary-General’s 14th March 2018 Report on interaction between the UN, national parliaments and the Inter-Parliamentary Union2).

In order to contribute towards the quality of legislative drafting, SDC and UNDP supported the Belgrade Faculty of Law in preparing a Legislative Drafting Monograph, the first of its kind in Serbia, and introducing a Legislative Drafting Course in the regular curricula. During this course, over 400 participants – from the National Assembly, ministries, local administrations, independent bodies, as well as students – learnt legislative drafting techniques and examples.

With the support of the Swiss Government and UNDP, the National Assembly of Serbia formed its cross-party “Focus Group for Monitoring the Government’s implementation of Sustainable Development Goals (SDGs)”, focusing on localising SDGs and engaging members of the youth. The main objective is to monitor the work and activities of the Inter-ministerial working group on SDGs; adopt laws supporting the implementation of the SDGs; amendments to the Law on the Budget for SDGs; raise awareness of the importance of the SDGs among MPs, local communities and citizens, especially youth. It is expected that the National Assembly will develop a permanent control mechanism for the implementation of the SDGs in Serbia; supporting both national and local governments, CSOs and citizens’ activities on the implementation of the SDGs.

Contributing to Sustainable Development Goal 12

Strengthening Accountable Public Finance Management at Central and Local Levels

UNDP

The Government of Serbia adopted a comprehensive Public Financial Management Reform Programme in late 2015. With donor funding from the governments of Sweden and Switzerland, UNDP works together with the Serbian Ministry of Finance, the State Audit Institution and the Public Procurement Office on the implementation of key reform measures with beneficiaries at central and local levels, in the areas of budget planning and execution, financial control and external scrutiny over public finances. The immediate objectives of increasing technical and operational capacities and better accountability in public finance management at all levels contribute to the goals of reduced risks for corruption and strengthening the rule of law, and advance key milestones and benchmarks under chapters 5 and 32 of Serbia’s EU accession negotiations and SDG #16.

Interventions have contributed to increasing transparency in planning and monitoring budget execution at the local level. Public Budget Portals were developed in 10 local self-governments, while best practise models for involving citizens in local budget planning and spending were promoted via a national media campaign.

UNDP contributed to drafting the Public Procurement Strategy and has continuously supported the preparation of model documents for public procurement procedures promoting the most economically acceptable offer versus the lowest price criteria. The average number of bids submitted per competitive procedure has increased during the project period to three bids per tender, while the share of negotiated procedures represents three per cent (down from 5% in 2015) of the total value of concluded contracts.

Compared to 2015, the number of published State Audit Institution (SAI) reports increased from 173 to 390 in 2017, while the number of Certified Internal Auditors in the public sector increased from 258 in 2015 to over 400 in 2018; a new, more transparent and cost-effective system for certifying internal auditors in the public sector was also adopted. New forms of audit (IT and Performance audits) were introduced in line with the standards of INTOSAI and EU Accession requirements.

With regard to improving municipal audits, 70 Internal Auditors working in local administrations upgraded their knowledge and skills in planning, executing and reporting on the results of internal audits, in line with the international standards of internal audits. UNDP developed an e-learning platform for certified internal auditors in the public sector.

That platform is now integrated into the website of the Central Harmonization Unit (CHU).

SIDA and UNDP also supported the development of custom-made software for the Public Debt Administration of the Ministry of Finance, which was launched in December 2018 and which allows PDA to manage public debt with the benefits of automation, with the easy preparation of reports, debt records and debt analysis and forecasting.

Local self-governments are financing civil society organisations in implementing various initiatives. Recognising the need to further strengthen the capacity of LSGs in this area, UNDP implements the EU-funded Regional Programme of Local Democracy (ReLOaD) in Serbia, working in partnership with four local self-governments and 17 civil society organisations (CSOs) to ensure that CSO projects financed from the local budget are in line with local development priorities. This initiative benefits 4,000 people in these communities.

“Citizens, as well as local governments, are now more aware of how important it is to organise public debates, to jointly discuss and decide on all issues of importance to the local community, particularly budget spending and investment plans. In this way we decentralise decision-making and contribute to a more democratic society,” - Miroslav Mijatović, CSO of the Podrinje Anti-corruption Team (PAKT), Loznica

Contributing to Sustainable Development Goal 13

Opening Data Contributes to Growth

UNDP

Open data stimulates economic growth: the European Data Portal estimated (2016) the total market value of open data in the EU at between €193 -€209 billion, while the potential global economic benefits are valued at $3 billion annually. Open data also improves the efficiency of public administrations, rendering the work and decisions of public officials more transparent. This leads to greater accountability and trust, as well as stimulating collaboration and citizen participation.

In 2015, in agreement with the Serbian Ministry of Public Administration and Local Self-Government, UNDP Serbia and the World Bank launched the 'Open Data Readiness Assessment', which showed that Serbia had adequate preconditions to start a national open data initiative. Consequently, open data was introduced to the national Strategy for E-Government Development and the Action Plan for Open Government Partnership (OGP). UNDP supports the Government’s Open Data Working Group, which today has 58 members from more than 25 government, civil society, industrial, academic and international organisations.

An increased number of data sets is available on the National Open Data Portal

Public institutions produce and preserve huge amounts of data.

When more of this valuable information is available online in an open form, the wider public may use it for new purposes, enabling innovation and accelerating development.

Open data features prominently in the current programme of the Government of Serbia. Speaking in her Keynote Address to the National Assembly upon assuming office, Prime Minister Ana Brnabić pointed out that opening up access to the data of all state institutions in Serbia could lead to GDP growth of one per cent and an improvement of up to two per cent in the employment rate.

To help Serbia join the data revolution and empower all stakeholders to participate and compete in an increasingly digital world, UNDP implements the “Open Data – Open Opportunities” project in partnership with the Government of Sweden, the World Bank and the UK Embassy, whilst working hand in hand with the Serbian Government Office for IT and e-Government (ITE).

The ITE took over the coordination of open data and launched the National Open Data Portal (http://data. gov.rs) in October 2017. Since then, ITE and UNDP have jointly supported 25 state institutions in six sectors that have now opened 435 data sets which are currently available on the Portal.

At the policy level, the National Assembly of Serbia adopted the Law on e-Government, which regulates the Open Data framework, while the draft law amending the Freedom of Information Act stipulates that state institutions should disclose information of public importance through Digital Information Directories in an Open Data format.

In order to create a dynamic Open Data platform and overall ecosystem, in addition to a favourable policy and regulative environment, and data supply by public agencies and institutions, there is a need for a demand for Open Data and its innovative reuse. For this reason, ITE and UNDP are connecting stakeholders from the private, public and civil sectors, as well as science and research organisations, through training courses, knowledge sharing, study visits and mentoring programmes. Ten different civil society organisations have to date received grants for open data work, while three open data challenges have recently been launched to solicit innovative ideas based on open data. In 2018, with ITE and UNDP support, the first Open Data Week in Serbia was organised, with 11 events throughout the country bringing together over 350 participants from the burgeoning open data community.

“After many years of hard work on the Open Government Partnership (OGP) Initiative, I am proud that we have established excellent cooperation and became true and equal partners with the civil sector” - Dragana Brajović, OGP Consultant at the Serbian Ministry of Public Administration and Local Self-Government

Contributing to Sustainable Development Goal 14

Moving Towards Digital Transformation

UNDP

“Digital revolution provides us with the opportunity for the economic development of our country. It gives us a chance to become competitive on the market and catch up with the developed countries. This technological revolution fundamentally changes our lives, it is inevitable and unstoppable. The Office has taken steps in this direction through the projects we implement in this field and we are successfully moving towards the digital transformation.” - Mihailo Jovanović, Director, Office for Information Technologies and e-Government

Digital transformation is high on the agenda of the Serbian Government, which considers the modernisation of government institutions, but also utilising the potential of digital in the economy. Among the top priorities is introducing e-services that are cost-effective, secure and citizencentric, and coordinating the implementation of ICT policies, but also re-training in IT skills, to meet the demand of industry.

The Government of Serbia’s Office for IT and eGovernment (ITE) is leading the way on the implementation of this agenda, and in 2018 – along with UNDP and the UK Good Governance Fund – it initiated the project “Serbia at your fingertips – digital transformation for development,” to prepare and support the Serbian public administration and the economy in digital transformation, enabling the Government of Serbia to provide more transparent and accountable digital services by 2020. Key UNDP and ITE partners in this initiative Districts where IT re-qualification include the Ministerial Council for IT and Innovaprogrammes have been held or are ongoing tive Entrepreneurship, the Coordination Council for e-Government and the Prime Minister’s Council for Creative Industries, all of which work jointly to further advance e-governance in Serbia.

UNDP is providing expert support in drafting the new National e-Government Strategy and implementing the new Law on e-Governance. A Contact centre for support to government institutions in the provision of e-services has been established within ITE, while support for the improvement of the ICT infrastructure required for the digital transformation of public administration is underway, with recommendations for Government Network and Cloud improvement, and the conceptualisation of the Government Data Centre/Disaster Recovery facility in Kragujevac.

In order to increase the number of IT specialists on the labour market, 731 individuals have been trained as for junior programmers through the re-qualification programme in eight cities across the country. Via UNDP, the Government of Serbia piloted the outsourcing of various models for the provision of IT training for both employed and unemployed persons, seeking to institutionalise the approach based on lessons learnt. More than 10 services providers have so far participated in this endeavour, and trainees have started finding employment opportunities.

In August 2018, UNDP joined the Partnership on Artificial Intelligence (AI), a consortium of companies, academics and NGOs working to ensure that AI is developed in a safe, ethical and transparent manner.

Founded in 2016 by tech giants Amazon, DeepMind/Google, Facebook, IBM and Microsoft, it has since been joined by both industry leaders and nonprofit organisations.

This project builds on the work of recent years in terms of introducing software solutions to modernise the work of state institutions and render them more efficient. For example, UNDP supported the Serbian Business Registry Agency in enabling the online registration of entrepreneurs and one-member companies, making the registry not only simpler and faster, but also cheaper. Local assemblies across Serbia are installing custom-made software for monitoring local budget expenditures online, developed jointly by the Standing Conference of Towns and Municipalities, the Government of Sweden and UNDP, as well as e-parliament software supported by UNDP and the Swiss Government.

The Public Procurement Office, with the support of UNDP, is taking open data a step further by introducing the open contracting standard.

The management of public debt is more effective and efficient following the recent introduction of custom-made software for the Public Debt Administration. These are only some examples of area where UNDP has sought to improve practises and processes through digital transformation over the past decade.

Contributing to Sustainable Development Goal 15

Proud to partner with:

National Assembly of the Republic of Serbia Government of the Republic of Serbia

Global Environment Facility (GEF)

Prime Minister's Office

European Union

General Secretariat of the Government of Serbia

Government of Japan

Ministry of Interior

Government of Sweden

Ministry of Finance

Government of Switzerland

Ministry of Agriculture, Forestry and Water Management

Government of the United Kingdom Government of the Slovak Republic Government of the United States of America Government of Germany The World Bank Government of Turkey Government of the Russian Federation United Nations High Commissioner for Refugees Government of Austria Government of Italy

Ministry of Environmental Protection Ministry of Mining and Energy Ministry of Justice Ministry of Public Administration and Local Self-Government Ministry of Labour, Employment, Veteran and Social Affairs Local Self-Government Units Commissioner for Protection of Equality, Office of Human and Minority Rights

Government of Denmark

Commission for Protection of Rights in Public Procurement Procedures

Council of Europe Development Bank

Coordination Body for Gender Equality

European Investment Bank

Coordination Body for Monitoring the Implementation of the Strategy for the Social Inclusion of Roma

Organization for Security and Co-operation in Europe

Public Investment Management Office Office for IT and e-Government Central Harmonization Unit Public Debt Administration Tax Administration Public Procurement Office State Audit Institution National Academy for Public Administration Judicial Academy

COMMUNICATIONS Important Supporter Of The Serbian Economy

2019

CONTENTS Tough & Inspiring Times

4

Tamara Daltroff, Director General at EACA

International Award As The Additional Incentive

10

14

20

Mirko Mandić, SVA

A Good Idea & Freedom Bring Results

Employer Branding In Its Full Breadth And Complexity

26

The Only Constant Is Change

16

We Convert Risk Into Opportunity Sonja Marić, Uniqa osiguranje (Insurance)

Sandra Lazarević, Banca Intesa

Digital Breaks All Boundaries

8

We Live In A Digital World

22

Our Clients Dictate The Challenges

12

We Have Given Shopping A New Dimension

17

Holistic Approach To Communications Natalija Racković, V+O Communication

Brands Learn From Fails, Like People

13

Integration Of All Marketing Technologies

18

Advertising trends in 2020 and beyond

24

Challenges Are An Opportunity, Not A Problem

25

Snežana Petrović, Lafarge Serbia

30

The Future Is Digital

32

Jovana Vukotić, Siemens

Aleksandra Kožul, Novaston Marketing Consultancy

36

9

DNA Communications

Anja Vujnović, Jubmes Bank

28

Online Education Is A Priority Jelena Bauder, Bauder Medical

Mirko Grujičić, Fujitsu Eastern Europe, Russia and Africa

Maja Anđelić, I&F Grupa

34

On Top Of The Game

Branka Petronijević, Crowne Plaza

Sonja Ćetković, Poslovi.Infostud

I&F McCann Grupa

Entire Society Is Behaving Like The Slowly Boiling Frog

11

Nevena Kurtović, Fussion Communications

Marina Grihović, Headline and Dkit

The Science Behind Creative Ideas

Doing Business The Right Way Jelena Trninić, The Coca-Cola Company Serbia

Jasna Dugalić, Direct Media Serbia

Humour Is At The Heart Of Successful Campaigns

6

Ana Laušević, Arriva Group, Serbia

Tamara Bekčić, Chapter 4 in Serbia

A New Era Has Begun

We Are Mobility Partner Of Choice

38

Authenticity Appreciated

39

Mirjana Višnjić, We Media Agency

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INTERVIEW TAMARA DALTROFF DIRECTOR GENERAL AT EACA

Tough & Inspiring Times

Brexit, European Parliament elections and a new set-up of the European Commission, as well as the emergence of new players on the market and data protection issues will impact on the work of agencies in 2019, while local ones will also have domestic challenges to deal with

“W

e are going through a truly exceptional year,” says Tamara Daltroff, Director General at EACA, in this interview at the start of 2019.

Topics such as ePrivacy, new approaches to marketing, and the tough political agenda in the EU all came up in this engrossing conversation.

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What are the new sources of growth? What Does the industry have an adequate talent are the challenges of cross-device marketing? pool for the new era? Which skills are in the - The new European Data Protection Rules highest demand? (“GDPR”) are still impacting companies with - Ad agencies have to compete for talent with business models based on processing the many of today’s richest, fastest-growing and data of EU citizens. Some of these businesses high-profile companies. Brands such as Google, had to change, or are still in the process of Facebook, Instagram and Snapchat are looking substantially changing, their business models for people who can make sense of data and and data collection processes. The result guide the development of marketing strategy was another “cookie wave” requiring users and content – very similar to the skills required (consumers) to give repeated, granular – and for a job in advertising. These companies are often annoying – consent. grabbing all the headlines, because of the One of the big challenges will be to improve high return on marketing investment their the consumer experience during the browsing precision targeting can yield, and this helps journey, which obviously will include seeing ads. them attract the best talent.

Business models and data collection methods There is no shortage of advertising professionals who are passionthat respect consumer ate about the industry choices and privacy are It remains to be seen and the value it can prolikely to pay off, as conwhich emerging sumers become increasvide. In the commercial technologies, such as ingly knowledgeable sector, advertising at augmented reality, and privacy-conscious. its best provides social If consumers see that value by creating experiartificial intelligence, ences that people find their choices are being and visual and voice emotionally powerful respected regarding search, will become and that connect them what type of ads they a sensible basis for with brands that have want to see, they are investment values and purposes in more likely to respond which they believe. positively. This will become even more important as advertising From an academic standpoint, we know increasingly happens across user’s devices. that universities are constantly evolving their The importance of the “duopoly” (Facecommunications curricula, so that students book and Google) now heralded to turn into leave their courses well equipped for careers the “triopoly”, with the rapid expansion of in advertising. If there is one skill that is more Amazon on the advertising market, is unlikely important for ad agency professionals to to change. As they fine-tune and innovate master than ever before, it’s the ability to their ad services, there will also be more collaborate well with people with different opportunities for agencies. However, the big specialisations, personalities, working styles platforms are increasingly under legislative and agendas. scrutiny and are likely to continue being the targets of data protection agencies in 2019.

Does globalisation wipe out local advertising

INTERVIEW

companies or give them the ability to find new niches?

- Local communications agencies are ideally placed to target local audiences, as they know their language and culture well. Even big international campaigns are often adjusted to the local context. This might be the result of market research into local specificities or, in some cases, also due to rules (e.g. on labelling or information requirements) that vary from market to market.

At the global level, we also perceive another trend, namely that of big management consultancies acquiring agencies and design studios. There are different views among agencies regarding whether this is a real threat to the industry or a currently perplexed regarding the possible phenomenon that can be dealt with. Agencies can consequences of the upcoming arrangement, usually rely on strong ties with advertisers and what steps they should take and whether or media, and they are the powerhouses of creativnot there could still be a transitional period. ity – something that consultancies might lack.

We are going to see Brexit’s impacts on One important issue, however, is the potential online advertising, namely, in cross-border conflict of interest among data flows and the processing and storage of consultancies performing The success of local data. Agencies may media audits now moving agencies is highly have to conclude standinto the advertising space dependent on a ard contractual clauses and providing the same while waiting for the type of services that they healthy local media European Commission have audited – with all the market. Agencies to declare that the UK inside knowledge that are likely to suffer as provides adequate data comes along with it. the region's media protection. Impacts will companies struggle to also be seen on speWhat are the potential set up new business cific sectors that are political changes in Eumodels to adjust to the rope and their impact relevant to agencies, digital era on agencies? such as travel, tourism, - The year 2019 will be consumer goods, food marked by a series of significant developments and vehicles. The developments could have in Europe. Firstly, the UK is scheduled to leave an impact on consumer confidence. the European Union on 29th March 2019. After As a consequence of Brexit, UK-based nearly two years of negotiations, it appears that agencies will have to re-evaluate work contracts with their employees of EU-origin the separation is going to take the form of ‘Hard and vice versa. Any business travel between Brexit’, which means that the country will quit the the two may become more burdensome. We EU Internal Market and Customs Union, and in have already seen, and are likely to see more the case of ‘no-deal Brexit’, this will happen very and more, UK-based offices relocating or suddenly, overnight, potentially creating chaos. registering in the EU in order to stay within Agencies on both sides of the Channel are

its jurisdiction. Agencies will need to find ways to continue conducting their business.

Another upcoming political change will be the European Parliament elections of May 2019 and the new composition of the Parliament. At this point in time, it is difficult to predict the final outcome, but there is a fear of an increase in the number of populist politicians and the future guarantees of business-friendly legislation. In addition, there are a few legislative files that the current legislature will not have a chance to adopt and that will be passed on to the new Parliament, which will decide on their continuity.

Among such files is the ePrivacy Regulation, a highly relevant piece of legislation for advertising agencies working on online campaigns, which will specify the General Data Protection Regulation.

If it gets out of control, this regulation could have grave implications for targeted advertising.

Finally, the European elections will also mean a new set-up of the European Commission. It remains to be seen which direction it will take in terms of trade with the U.S., China and the U.K.; regulating new technology (artificial intelligence, connected driving, U.S. big tech) and of course the EU’s neighbourhood policy with countries like Serbia.

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BUSINESS ANA LAUŠEVIĆ CORPORATE COMMUNICATIONS MANAGER AT ARRIVA SERBIA

We Are Mobility Partner Of Choice

Arriva, one of the biggest transport companies in Europe, provides transport services of the highest quality in 14 European countries, and in Serbia has been the first choice for travel since 2013

O

ur company follows the trends, and that's why it's important to us to offer our customers simple and quick solutions – to choose their own route, line, price etc., sitting in their own home with the help of just three clicks.

That's what we will strive for in the future.

How challenging was it to raise awareness among customers of a foreign brand that was hitherto unknown to a large number of people on our market?

- Since the launch of our operations in Serbia in 2013, it was a great challenge for us to build a reputation, raise brand awareness and gain the trust of our customers. We wanted to send the 6

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- The organisation of safe, reliable and comfortable travel is our priority, but we also direct equal attention to the development of the local communities in which we operate. Our aspirations were also recognised at the end of last November by the award commission of the Braničevo District Regional Chamber of Commerce, which decided to present an award to us for our special contribution to the development of the economy and the region in the service sector. This is an indicator that our contribution and our communication with users have gone in a good direction.

Arriva, as a company, is constantly focused How do you justify the trust of your customon developing technological advancements and innovations, and I would like to single out ers? How does one even acquire the loyalty of the Arriva Click project, travellers? launched in London. This - The traveller today exArriva's main values are is an on-demand way of pects the journey to be safety, satisfying the travelling with the possafe and the transport needs of all users, care vehicle to be comfortsibility of registering and selecting initial and final able and clean. Also tesfor the environment, destinations, and which, I tifying to this is market continuous investment believe, will be increasingly research that we conin employees and the common. Our goal is to ducted in cooperation growth of the company impose ourselves in the with colleagues from segment of digitalisation the Faculty of Transport as both educators and innovators.

Engineering in Belgrade. On the basis of that research, we concluded that the organisation How important in communicating with your of the traveller's time is crucial. customers is it to keep pace with modern trends?

And as it is much more difficult to anticipate - Digital communications must be directed not future situations in the transport industry, including only towards the millennials, but also towards those that could potentially become crises, Arriva other age categories. Thanks to communication leads the way as a system in standardisation and via social networking, we managed to accelerate procedural policy. Predicting means preserving an online ticket sales. However, blindly following acquired image, so the rules that determine and trends, such as the use of various applications, may anticipate behaviour in crisis situations must be not necessarily be a good thing, because properly an imperative. It is crucial to delegate tasks well, to valuing implemented activities and relying on valid rely on IT infrastructure support, but also respond data is crucial. It is important for us to build an responsibly, effectively and calmly. image and impose ourselves as an initiator and innovator, and not to create campaigns that will What are your company's further plans? Can generate viral content at all costs. we expect some new project? public a message stating that Arriva has a longterm commitment to the Serbian market through the establishment of the highest standards of passenger transport and customer care, which we continue to strive towards. Moreover, our goal was also to impose ourselves as an innovator in the service segment, using in the process the messages of the Arriva strategy Mobility Partner of Choice, which state that we want to have the best employees, a bigger and better Arriva, strong foundations, and that we are the first choice for our customers.

BUSINESS

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BUSINESS SANDRA LAZAREVIĆ HEAD OF THE PR AND MARKETING COMMUNICATIONS DEPARTMENT AT BANCA INTESA

On Top Of The Game Banca Intesa is the largest bank in Serbia. It has built its leadership on product quality and innovation, toplevel service and a business model centred around customer satisfaction

W

e wish to provide our clients with a customer experience that fully meets the demands of the digital age, as well as maintaining our leadership position on a highly competitive market.

You have started an all-embracing process of digital transformation in which you plan to inject over 65 million euros by year's end 2021. Are clients becoming more demanding?

- Consumers in general are growing increasingly sophisticated in their demands and their experience is becoming more global, enabling them to compare the quality of products and services regardless of their geographic, societal or cultural environment. Once you experience personalised and timely service, 8

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nearly 12,000 on Twitter, almost 10,000 on you are no longer prepared to compromise.

LinkedIn, 4,000 on Instagram and 3,000 on It is exactly this trend that inspired Banca YouTube, we gather the largest online comIntesa to kick-start the modernisation of its entire banking platform in a move that will lay munity in the Serbian banking sector. the foundations to build a strong and innovative bank for the future. In this way, we wish to Banca Intesa is the largest bank in Serbia. provide our clients with a customer experience What do you think has been the key to your that fully meets the demands of the digital success – continuity, choice of communicaage, as well as maintaining our leadership tion channels or budget? position on a highly competitive market. Due - Banca Intesa has built its leadership on to such an approach, we have become the first product quality and innovation, top-level bank on the market to enable disbursement service and a business model that centres of cash loans and current account overdrafts around customer satisfaction. via online applications When it comes to with simple mobile tocommunications, we Despite the ongoing strive to always be creaken verification. trend of budget In parallel with the tive and new, but above downsizing for digitalisation process, all efficient, bearing in traditional advertising we have launched a mind the rise in cusin all industries, major network transtomer demands, on the our communication one hand, and resource formation programme channels are becoming limitations, on the other. that seeks to improve more intricate and Given that customers no our service model and diverse than ever longer have the time or ultimately advance the patience to watch and customer experience. listen to content that is not in their specific focus, we are aware that all messages we creTo what extent does your communication strategy rely on social media and digital ate must be personalised and customised for channels? each client segment, as well as being adjusted - Due to innovative and non-standard formats, to the specific communication channel. digital communication channels have become Despite the ongoing trend of budget an integral part of nearly every campaign of downsizing for traditional advertising in all our bank. The growing complexity and number industries, our communication channels are of digital channels allow us to make a precise becoming more intricate and diverse than segmentation of different target groups ever. Like all other industries, banking is and create concise personalised messages witnessing a shift from analogue to digital tailored to each segment. communication channels, enabling us to be Aside from holding a top market spot in even more resourceful and creative in the terms of key performance indicators, we also ways we reach our target groups, while belead in terms of social media communication. ing highly effective and always remaining on With over 230,000 followers on Facebook, top of the game.

BUSINESS JELENA BAUDER BAUDER MEDICAL

“Bauder Medical” has organised many major business events, such as conferences, symposiums, congresses, expert meetings and seminars, and has many thousands of satisfied users

Online Education Is A Priority

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e have developed a great online platform for learning, medscape.rs, which deals with education in the world of medicine, pharmacy, dentistry, public health and management, says Jelena Bauder, speaking for CorD We live in times that require lifelong learning, refinement and exchange of experiences. Was that one of the reasons you started organising meetings, conferences, congresses etc.?

- Through conversations and business meetings with a large number of people and companies from the world of medicine and pharmacy, we simply realised that it is very important for the business of any company to ensure that professional knowledge is continuously refreshed and improved. As such, we came up with the idea of facilitating the business of our customers/users by utilising the “turnkey” principle.

We have achieved the ISO standard for delivering quality, and the events we arranged for our clients will always be uniquely organised and different from every previous event.

When we say “turnkey” we are also thinking of marketing in terms of electronic, printed and mobile advertising.

How do you get to know the public with your services, actions and the latest achievements and knowhow in the medical field?

- More and more companies are prioritising online education and organisation, as well as electronic publishing. The creation of a brand event is a process that lasts a long period of time and provides clients/customers with a good position on the market. We create content and make plans on how clients transmit the message they want to the end user of their services.

The content of advertising campaigns is realised on all channels, so that we crate a link of users to different segments, equally effective and efficient.

BUSINESS TAMARA BEKČIĆ DIRECTOR AND CO-FOUNDER OF AGENCY CHAPTER 4 IN SERBIA

Milena Avramović Bjelica and Tamara Bekčić

The success we've achieved is based on the effort of every team member and the trust we've built up with our clients, both of which we are particularly proud. We're satisfied with what we have achieved, but we're striving for even better results

T

his was a turbulent year in which we still managed to push the limits, says Tamara Bekčić.

Judging by the prestigious international PRO PR Award that you received for your contribution to the profession, you have had a good and successful year. How difficult was it?

- In addition to being filed with challenges, 2018 was also an excellent year for Chapter 4, with growth in turnover and profits, with which we surpassed our plans, consolidated our position with our clients and in the market, and achieved even better positioning within the Chapter 4 CEE group.

The international PRO PR Award arrived 10

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International Award As The Additional Incentive

at the right time, giving us additional tailwind and incentive from the very beginning of the year. I'm extremely honoured and grateful to the international jury for this recognition, but also to the organiser of the PRO.PR Awards, Danijel Koletić, who invests ongoing efforts to advance the visibility of colleagues and the importance of our profession.

plan, communication training for management, corporate social responsibility, or the organisation of an important event. I would also like to highlight the strong regional presence of Chapter 4 as a group, that is our local agencies, in markets across CEE, with outstanding knowledge of communication, business and socio-economic conditions.

How hard is it to entice and acquire a new Can creativity and innovation compensate client today? What can you offer them that for limited budgets? the competition can't?

- Chapter 4 team experts aim to provide - Every client is a specific and special maximum value to clients for the funds challenge. This is the beauty of this job. We invested. We strive for innovative solutions provide each company and client with high and a creative approach, but these are relaquality support and monitor their developtive categories that depend on the client, its goal and budget. ment. Public relations represent a strategic Over the course of years, we've reached function with growing importance. In the the heights of creativity with very limited time of new technologies, social changes budgets and we've regularly received pats and transformations of business that occur on the back or important praise from all over on a daily basis, successful corporate comEurope, based on the munication represents ratio between funds a comparative advanChapter 4 PR: we invested and results tage and strong supplan communication achieved. On the basis port for a company's strategically, with of my experience, the business goals. strong focus on winning combination inI count among the clients` business goals strengths of Chapter 4, cludes expertise, exceland brands first and foremost, the lent knowledge of the stability and responsiclient and its industry, insight into the best world practises and bility with which we approach projects, given constant development, business focus, good that we invest resources in advising each client planning research, and strong commitment with dedication, without neglecting creativity to implement and evaluate communication and with a clear focus on clients' business. We activities. It isn`t simple, but it's dynamic emphasise the strategic approach to planning and the most beautiful job in the world when and realising communication programmes, one knows and loves it. whether it comes to an annual communication

BUSINESS JELENA TRNINIĆ PUBLIC AFFAIRS AND COMMUNICATIONS MANAGER, THE COCA-COLA COMPANY SERBIA

Doing Business The Right Way

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the key message you communicate adjusted to different markets or can it be universal?

- We are aware that we must respond to evolving expectations through our business decisions, while talking about our strategy and progress using simple, everyday language that resonates with people everywhere. We do this continuously on the “Coke” is the world's best sold product and Serbian market and all others where we operate, brand name. Today, after so many years, would and one of the examples is how we apply our global you be able to retain this position without any strategy in Serbia to support professional youth marketing investments? Is that possible? development. We have had to take into considera- Marketing is today one of our main tools and it is a common fact that it tion local circumstances, is not possible to do busisuch as high unemployOur role is to see ness without marketing. ment, the needs of youth how to provide the However, it cannot take all and the situation on the labest support and the credit for the success bour market, and have decommunicate our of a company or brand. signed the #Budućnostza5 message properly, The creation of Coke was programme for pupils and which is line with the inspiring, and each phase students, providing them idea of doing business in the history of the brand with the kind of knowledge in the right way, not has brought something and guidance they need. just the easy way different and more interIt is therefore of viesting. Whether it comes tal importance for the to Coke as an inspiration to Andy Warhol, the communications sector to be at the source of iconic Contour glass bottle, Santa Claus, or developments and changes happening across Coca-Cola as the first sponsor of the Olympic the globe, and for us to integrate that precious Games, we are aware of the fact that Coke is knowledge into our business operations and a symbol of pop culture. People have always the beverages that people like. believed our story, primarily because we have never lost focus – on our consumers. We have You have for decades set the benchmark in the always listened carefully to their wishes and area of communication, to the satisfaction of changed in accordance with their habits and all consumers. Has the time come to adjust to lifestyles, so that we can offer beverages they like their wishes and expectations? at any given moment. People today love Fuzetea, - When Coca-Cola was created over 130 years Smartwater or Adez becouse we have built the ago, everything was different. As the world strongest brand loyalty and brand awareness. changes, we know that people expect more from companies. Profitability is important, Serious companies leave nothing to chance when but not at any cost. People are important. it comes to their communications strategy. Is Our planet is important. That is why we've anhanks to our discipline in building brands that people love, combined with an innovative advertising approach, the red and white logo is recognised by as much as 94 per cent of the planet's people.

For a company that was created over 130 years ago and that has more than 500 brands and nearly 4,000 unique products globally, the key to success is in the synergy of the exciting beverages it produces and their unique story

nounced a goal of collecting and recycling the equivalent of every bottle or can we sell globally by 2030. It is for the same reason that we are reducing our water consumption, restoring the Upper Danube and reducing our environmental footprint. We support communities because we want to leave this world a better place. We have been working like that from 1968, when the first Coke was produced in Serbia, and we plan to be even better in the decades ahead.

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BUSINESS BRANKA PETRONIJEVIĆ MARKETING DIRECTOR, CROWNE PLAZA

Digital Breaks All Boundaries

People talk about InterContinental with great respect because it is a corporation with 13 hotel brands. One of them is Crowne Plaza, which has the highest service ratings thanks to the reviews of satisfied guests and their sharing opinions and recommendations

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nnovation and good ideas are an integral part of our operation and essential to our interaction with guests. We do everything with passion, good energy, new and innovative ideas in order to be as successful as possible.

Crowne Plaza is part of the largest hotel corporation in the world. How much can you rely 12

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itself. Our priority and our commitment is qualon this, and how much you need to be original and innovative? ity communication with clients and presenting - In the InterContinental Corporation there are new content and services that the hotel offers. more than 5,500 hotels. To work equally well in Asia, America or Europe, to respect all the Do you connect your future to further develspecifics of the region and to retain all the set opment of communication through digital standards, we have to establish, develop and channels? maintain a strong brand strategy.

- We should not talk about digital media as We have an important group of experts something in the future. They are our present working at the InterContinental UK base in and should be discussed in real time in the Denham, near London. They provide support to all most positive way. Fantastic instruments are of us who are involved in hotel marketing under available to us in the world of digital media. our brand. It is a great and There are no limits to this important thing to have field. The communication It is not possible to such marketing support, thread has its longest work and be successful and it is essential that our reach thanks to digital, in an industry such relationship with clients is and this leaves anyone in as marketing, and good, that's why we take this business breathless. not be original and care of it.

You can send informainnovative. This is an tion, an announcement, important part of an Do hotels like yours need an advertisement or a ideal whole for the additional advertising? position, and you know Crowne Plaza Hotel A recommendation by that you will immediately a satisfied guest is no get to those you targeted longer enough? and further, and that is priceless. There are no - Guest recommendation has always been and more restrictions like other forms of communiwill always remain the basis for all hoteliers to cation, whether we are talking about print or TV assert the quality of their service. Whoever serior dealing with their financial aspects. Digital media and channels have bridged these barriously engages in hotel management knows that the reputation you get on portals where guests ers and have made this sphere of work really rate quality of service is very important. It is limitless, but it is important that conventional not easy to influence such a reputation, except channels of communication survive because through the service you provide. Crowne Plaza they are necessary, each in its own way. is a hotel that has the highest service ratings We at Crowne Plaza have embraced this trend precisely thanks to the reviews of satisfied in the hotel pre-opening phase, continued with it guests and their sharing opinions and recomand improved it. We are absolute leaders in social networks. Our family of followers is numerous mendations on the official websites that deal and organically acquired, and the monthly reach with it. We could calmly rely on this, and not is large. With our followers we are true friends. engage in additional advertising, but with such We communicate, and that means a lot to us. a serious brand, advertising is not just an end in

BUSINESS DNA COMMUNICATIONS

Brands Learn From Fails, Like People

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everyone`s expectations in that "relatione already have an ID card. We all know the story of market commuship" and by communication in all areas of our trade we achieve results and become nications: it is hard to be noticed the place #WhereBrandsGrow. in the crowd of voices. But what some people Of course, learning and motivation are the still don’t understand is that it’s no longer key issues. That’s why over the past decade enough to be simply loud or provocative (if it’s we have witnessed the expansion of various not well-founded, the results are short-lived). forms of event and lecture where successful As an integrated marketing communication ones tell their stories, share insights, tips & agency, we understood this long ago and tricks, while others listen closely and try to turned to – listening. To clients or brands, apply them. No doubt, glorification of success the market, technology, customers, everyhas inspired and motivated many. We do it body’s needs and the languages they speak. too - we educate and We have focused on the gather leaders through essential relationship As final various projects – but between a brand, cusacknowledgement following our philosotomers and all stakethat we are doing the holders, because a phy, we don’t always right thing, we won a relationship is a living talk about success. One prize for "Contributing thing, it changes, reacts of our activities is the and seeks understandstory of - failure. to creating future In practice, a sucing. Every brand is for leaders" by those who us a reflection of such cess story is a good recognize and support an overall relationship. motivator, but it doesn’t such initiatives – the Accordingly, our "DNA show what kind of obSerbian Association of philosophy" is directed stacles we are facing Managers at the entire brand ecoand how to overcome them. What we hear is system, all interlocuthe final result, without what happened tors, and in which the most important role "backstage". This misses the most important is to create communication that responds part of the story ... how to reach the top? Did to the challenges and "pains" of our and our everything look exactly like that? How many brand`s interlocutors. And this is the "whole failures were there on the way? philosophy" of today's communications - to At the end of 2017 with the ICT Hub, listen, understand, connect and erase unwe brought FuckUp Nights to Serbia and necessary boundaries. To talk human. This launched the "Advertising Fail Stories" ediis our identity card.

If people find it hard to adjust in times of tion. We talked about failures of the advercontinuous innovation, in a hectic environtising industry, without embellishments, selflessly and honestly. Leaders spoke here as ment, the same applies to brands. So we well. The difference was that we heard what get to know them very well in #DNAHouthey went through to become what they are. seOfBrands, we strategically respond to

This year, DNA Communications will celebrate its 18th birthday. Looking back at the market over the last two decades and everything that happened... we indeed feel proud. We are coming of age. It is not that we have just survived, but we have grown instead, year by year. Changed.

That’s what growth is about, isn’t it?

The audience instantly recognized our message and supported us. So far, we have organised 12 events where more than 40 professionals from different industries told us about their failures.

If a brand is essentially a complex relationship, then it may be affected by changes in its environment or in some of those involved, and it is forced to grow and evolve.

This does not happen only through success, it happens even more through failure. And if we learn from them - we learn the most.

Do you agree?

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BUSINESS JASNA DUGALIĆ DEPUTY MANAGING DIRECTOR, DIRECT MEDIA SERBIA

A New Era Has Begun T

he time of digital has yet to come in our country. Its further and faster growth is expected, which will have to be accompanied by continuous education. That's why the vocational training carried out by IAB Serbia in the digital domain is important, while our annual education at the Direct Media Academy will also play an important role.

The start of 2019 was marked by a change in the visual identity of Direct Media and an announcement that regional marketing will enter a new evolutionary phase. The company is rejoicing about this, as it has the support of the United Group, which – as a technological giant – is constantly in the process of innovating its services and monitoring new trends

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In this we have the support of the United Group itself, which – as a technological giant – is constantly in the process of innovating its services and monitoring new trends. The actual method of developing a strategy has changed forever, in line with changes to the media landscape, in the social, economic and technological context, and in our agency we will also experience changes following the establishment of the Data Science department, which I'm sure will shape insights into even better solutions for our partners.

Direct Media marked the beginning of 2019 with a change in its visual identity and an announcement that regional marketing will enter a new evolutionary phase. How will the new era of DIRECT Since 2008, when the adMEDIA United Solutions vertising market reached The recovery of look, and how will the its peak, budgets have the market is also new era of marketing in been getting smaller and occurring in the this region look? smaller. What is the situregion, and it can - With last year's entry ation like today? Have already be said that of Direct Media into we recovered from the a slight increase United Media, or the crisis that hit the world in investments in United Group, a new era 10 years ago? the media through started for us, which we - Despite the current advertising messages expect to bring growth to challenges facing the our partners, both from global economy, the also marked 2018. the ranks of companies year behind us was We will find out and from the ranks of again marked by posihow positive those media outlets, and the tive trends in advertising. developments are entire market of marThe forecasts of several when the reports of relevant research compaketing generally. In this research houses from new development phase, nies suggest that growth our markets arrive as our 'DIRECT MEDIA of investments in adverUnited Solutions' name tising in 2018 will have implies, we've replaced the word “strategy” been between four and six per cent at the global with the word “solution”, because in a digital level compared to the previous year, although era that connects people, platforms and proindividual estimates suggest that growth in the past year was the highest in the last eight years. cesses more and quicker than ever before, we want to provide prompt and smart responses Communication channels have changed comto customer requests, to create solutions not only for communication, but also for business pletely. Print is at its lowest point, online has challenges. gained primacy, and TV is continuing to hold

BUSINESS

its own. How do you explain this? Will this trend continue?

- The transformation of media brought by the digital must not be viewed with a negative indicator. On the contrary, companies, or their brands, and the media itself can benefit greatly from this. Digital is primarily a technology that changes everything, and then also the way we consume media, and it will not lead to certain media ceasing to exist, at least not for some time to come. Digital merely transforms them.

Television is awaited by an even more glorious future in the digital environment, provided it has high quality content available. When it comes to print, the number of subscribers to digital editions of newspapers is on the rise.

Likewise, the time people spend reading news in print or in digital is not reducing. These are all relevant indicators that point towards the potential of new models of media operations and, simultaneously, new ways of placing advertising messages.

Do we have enough experts in digital marketing? Are we lagging behind developed markets?

- When it comes to serious digital expertise, it seems that the level of knowledge of digital professionals on our market is not aligned with the level of development of the digital advertising market. We have much more digital knowledge than space in which it can be applied. One of the obvious examples is the programmatic lease of media space, which we brought to the The future of the region several years ago, user experience and with all the associated interaction between knowledge, and its full implementation waited a brands and consumers long time for the market lies in the overlapping to mature. of the digital and

The time of pure advertising has passed. Are your customers ready to adapt to trends and new channels of communication and, if so, to what extent?

- A few years ago, when analogue world, in Which branch of industry the understanding of the which both offer an is today recording the changes brought about entire spectrum of highest growth and is by the new technologichannels, formats and there sufficient reliance cal revolution was still new possibilities for on the services of prounclear, we applied new advertising advertising models with fessionals in the fields much more reservations. of communications and Today, when it's clear to everyone that physimarketing? What's the situation like on the markets of the region? cal shops will not disappear just because e- According to the data of the Statistical Office commerce exists, our partners also accept of the Republic of Serbia, overall economic activnew solutions with a higher degree of courage. ity in Serbia achieved growth in 2018, with the

construction industry, agricultural production and the housing and food sectors leading the way. When it comes to the other countries of the region, Slovenia can boast of reaching a new milestone in IT, while the tech industries and the energy sector are also recording growth in Bosnia-Herzegovina. In Croatia and Montenegro, as is traditional, growth in tourism has been recorded in the last few years. The World Travel and Tourism Council even declared Montenegro as being one of the world's fastest-growing tourist destinations last year.

It is logical that the tech industry, which largely relies on start-up solutions, seeks the support of communications professionals less, and also due to a lack of budgets, just as it is logical that industries that are growing can never reach the level of investment of leaders in advertising, such as telecommunication companies or FMCG giants. As professionals, in the scope of our services we certainly treat every industry as being equally important. New industries bring new professional challenges, for which we are always ready.

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BUSINESS NEVENA KURTOVIĆ MANAGING DIRECTOR, FUSSION COMMUNICATIONS

A Good Idea & Freedom Bring Results

It is important for communications to find that fine line between the old and the new world. We can’t ignore communication trends, but we mustn’t accept blindly and uncritically everything that is being served to us

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ny idea can be realized, but agencies and their clients should know whom they are talking to, the trends in the industry and in communication channels, and on that basis they can create and realize epic ideas, says Nevena Kurtović, Managing Director of Fussion Communications.

Over the past few years, things in the field of communication have been changing from day 16

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ideas. The only question is whether they bare to day. Can anyone imagine how your industry revolutionary enough to shake the general and will look like in five years? consumer public, and whether the client has - Communications are changing in each segenough freedom (both in ideas and budget) to ment. Only one thing is permanent and that’s realize such epic ideas, and together with his the need for communications, and I believe agency to stand behind them! Often, we are that will not change either tomorrow or in five required to adapt existing global campaigns years. The message we want to send to the for global brands that are present in our public may remain the same, but the forms country, which often turns out to be inapof communication are constantly changing.

The digital era in which we live has made propriate, because this market, our mentality the communication flow faster and easier. and what people expect of brands are differYou used to go on a trip ent from anywhere else. and you really missed So, every idea can be The most successful the people who stayed realized, but agencies communication is, home, and now you can and their clients need among other things, see them, be with them to know whom they are when both sides although in another city talking to, the trends in ... etc., social networks the industry and in comunderstand each other and digital have allowed munication channels, and when we honestly us something we could and on that basis they believe in what we only dream of before. can create and realize communicate, and I On the other hand, they epic ideas together. would most certainly have a negative side that like that to never needs to be dealt with. I Can creativity and an inchange think it is important for novative approach make communications to find up for limited resources that fine line between the old and the new when it comes to large-scale campaigns and world. We can’t ignore communication trends, making integrated communication strategies? but we mustn’t accept blindly and uncritically - Creativity, with the right channel selection, everything that is being served to us. The most and the right time to send the message can successful communication is, among other make up for a smaller budget. For this budgetthings, when both sides understand each restricted approach, it's especially important other and when we honestly believe in what to know where your target group is and what we communicate, and I would most certainly is the best time to place a message to deliver like that to never change. an expected effect. In these cases, we should be not only creative, but also well informed.

What are the greatest challenges you face Creativity is certainly not enough, but it is a today? Can any idea be realized? major condition for the success of the cam- The idea is not the problem, there are always paign, even without much money.

BUSINESS MIRKO GRUJIČIĆ DATA CENTER PRODUCTS CATEGORY MANAGER, FUJITSU EASTERN EUROPE, RUSSIA AND AFRICA

We Live In A Digital World

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able to imagine this, but young people who are “born” with a mobile phone in their hands certainly can’t. If I now looked at my “digital day”, I would see just a few phone calls, but a lot of pages visited on social networks and a lot of short messages exchanged through various communication services. Not to mention that with the help of technology I struggle every day with city jams by choosing not the shortEveryone is talking about the future, while you est, but the fastest route. And that’s just one in the IT sector are creating it and living in it. Can digital device (smartphone) of at least three you tell us how it looks? What is awaiting us? that I use on daily basis.

- This future is essentially The new opportunicreated in a collision beties brought by trends Today, users are like the Internet of Things tween users’ needs and becoming more or Artificial Intelligence the technology on offer. aware of the need to will also increase the The needs require new protect their privacy need for smartphones, as technology, but new techwe will more frequently nologies often create new at least minimally. manage the home heatneeds and so on. MeanThe attractiveness of while we from the IT secing, we will pull the blinds, digital platforms as open windows remotely. tor are trying to provide advertising space will Certainly, there is a negathat future with the right depend on the result tools and infrastructure. tive side, which is above of the struggle ahead It's hard to say how it will all a huge distraction and of us, between digital look, but let's try to guess. inability to focus our atplatforms and their Only one thing is for sure: tention directly if we are users an increasing part of our dependent on clicking lives will take place in the and scrolling. digital world, and especially various services provided either by companies or the state, from Do you think digital resources will become scheduling an appointment at the hairdresser to primary in advertising and communications? issuing documents.

- I think it already is, but I also believe it will never completely eliminate other types. It esComputers and smartphones are becoming sentially depends on platforms that will remain smaller, more powerful and accessible, and available. A few years ago, someone suggested communication has never been easier. Can an that books would soon not be printed, but that average person imagine a life without them? hasn’t yet happened. There’s probably something - Those who remember the time before we romantic about paper, and we still love to feel it started to carry a PC in our pockets are still in our fingers. Myself, though I come from the IT he primacy of digital resources in advertising is growing because they quickly and easily reach the target group, but I believe they will never completely eliminate other types and channels of communication.

As long as printed magazines exist and as long as there are readers, they will be a space for advertising, says Mirko Grujičić.

Fujitsu is a global technology leader, providing up-to-date digital strategies and information technologies.

Without their innovative solutions, developed to meet users’ needs, it is impossible to imagine business or everyday life

world, I still buy daily and weekly papers mainly because I am confident of the work of editors and I believe that in this way I can protect myself from the tabloid clamour that surrounds us.

A huge advantage of digital advertising is that you no longer choose the lamppost to stick your ad on, you can leave the choice of target groups to digital platforms. This is how we get sponsored links on our social networks or specially selected banners on the pages we visit.

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MARKETING ADVERTISING TRENDS IN 2020 AND BEYOND

Integration Of All Marketing Technologies I

Internet and social media, in particular, have changed advertising techniques forever, making them more advanced and opening the way for new trends

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t’s clearly apparent that average users nowadays can see Facebook and Google reminding them over and over again about that beautiful bag they saw last month on an e-commerce website, or showing up a promotion of an event nearby for their favourite band or public speaker. Online platforms are modifying their targeting techniques and the understand-

MARKETING

ing of data retrieved from user interaction.

We may have just begun 2019, but there are trends that are catching everyone’s attention and are slated to grow over the next several years. We compiled some of the top trends that businesses should be watching in 2019 and 2020.

that posting video ads and product descriptions increase buying chances by more than 35 per cent.

Additionally, people are far more likely to share videos than text. This can get your message to a broader audience way faster than a 1,500-word blog article. Videos represent the perfect format for educating and dispersing knowledge, incorporating both audio and visual THE PERSONALISED techniques to appeal to all senses in parallel.

CONSUMER EXPERIENCE Additionally, search engines love videos.

Personalisation was a major trend in 2018.

Search engines prioriPeople are now more tise video content while willing to interact with Social commerce updating algorithms to any brand offering a personalised experience. change and modify the sales increases by an Consumers do not want way search results are exponential rate every to be a number to busidisplayed and pages year, e-commerce nesses, conversely, they are ranked. Also, video sales are expected want unique and engaging advertising in our curto rise about 250 rent digital era can also experiences. Brands uspercent by 2021. That’s ing actionable data can transfer a large amount of e-commerce alone easily find out informainformation effectively in tion about a group of cona shorter period of time. sumers and target them correctly, based on their demands and desires.

LOCATION BASED If done correctly, it’s a win-win situation ADVERTISING IN THE WORLD OF NOW for consumers and business owners—the Marketers now believe that the most up and consumer will find quality, and more personal coming way of advertising is location-based. As and meaningful connection and, as a result, its name may imply, location-based advertising will continue to purchase from the business. means the way of advertising that relies on Of course, creating a personalised experipromulgating a customised and personalised ence needs integration between all marketing technologies to come up with data-driven insights. Personalised consumer data might help in recommending products in similar categories or location-based marketing.

As long as brands are willing to develop such kinds of personal experiences, they can positively resonate with consumers and increase their brand loyalty and returns.

VIDEO ADVERTISING Some digital marketers overly engaged in attempting to rationalise the use of conventional advertising techniques.

The truth is that over half of consumers said that they would like to see more video content on social media from marketers of all sectors. This is a perfect opportunity that must be taken advantage of, especially this year.

Moreover, video shares by and large lead to sales. Some of the largest e-commerce marketplaces, like eBay and Amazon, have mentioned

marketing method to be delivered to consumers.

While not truly a new advertising concept, GPS and advanced technologies make it way easier than ever before. Digital marketers can focus on where their customers are, and define the most perfect timing in order to reach out for maximum effectiveness in their campaigns.

MINGLING ONLINE SHOPPING WITH SOCIAL With the current boost in e-commerce spending paralleled with steep use of social platforms, marketers are beginning to choose social commerce. Social commerce is a form of e-commerce that takes part solely on social platforms. This conversation has consumed digital marketing for some time. However, it wasn’t until recently that marketers began paying attention.

Social commerce sales increase by an exponential rate every year, e-commerce sales are expected to rise by about 250 per cent by 2021. That’s e-commerce alone! No doubt social media contributes to these statistics, as the average person spenda more than two hours a day on social networks.

Facebook is the biggest contributor to ecommerce at the moment, but other networks are not far behind, as chatbots and social buying buttons become more popular.

Fujitsu Representative office Belgrade; Omladinskih brigada 88b office.serbia@ts.fujitsu.com COMMUNICATIONS

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BUSINESS MARINA GRIHOVIĆ FOUNDER AND CEO OF PR AND MEDIA CONSULTING AGENCY HEADLINE, AND DIGITAL COMMUNICATIONS AGENCY DKIT

Humour Is At The Heart Of Successful Campaigns

Headline agency began its second decade with great ambitions, plans and eagerness to respond to all the challenges of the profession.

New communication channels are seen both as a challenge and an opportunity

are troubled mainly by the same problems as a superb job, but because part of the market the rest of the world, we are hard-working, thinks it’s an unnecessary cost. They seem capable and creative. So there is hope we to have a rule - we know our customers best. can fulfil this expectation.

It's time to change that and use the new Why am I emphasizing this? Because I possibilities to measure the real value of think we need to be quick to react to new classic media, random and deliberate clickthings and channels of communication. ing on banners, the importance of vloggers I recently read some interesting research and bloggers, target groups vs channels... about combining TV and digital channels. TV But you have to start from people and remains channel number one in the consumer’s their habits. The challenge is through research perception. But the best effects are achieved to evaluate what will interest them and what by a combination of TV will be in their focus commercials and digital in the coming period.

Human beings are by media, this doubles the Everything around us nature attracted to possibility of our work is changing quickly and beautiful, cheerful being noticed. we can get left behind.

things, and in an ever more intense world we must look for original and entertaining ideas that touch people’s emotions

ur challenge is to survive as a profession, and not as a secondary branch that fulfils what’s budgeted. We must finally overcome the gap in our profession - who is the client and who the creative or communication expert, says Marina Grihović.

Is the multitude of content also a challenge?

- That is one of the main challenges, not only this decade, but also in the previous one, and the next. How to be original, to draw attention, to stand out with authenticity. I believe that dozens of brilliant ideas are made every day around the world, but only a few are lucky to be noticed. What has always been interesting for me is the thread that runs through all successful campaigns - humour.

What are the key challenges in today's communication market?

- Since this question is raised every year I am expected to be original. But I’ll try to be honest - our task is to survive. When I say that, I'm not being one bit pessimistic. The communication market exists in both Serbia and the region, we are following trends, we

How much do companies and agencies rely on market research about brand or product perception when developing communication strategies?

- Let me add something to the story of new trends. In my view Serbia is left behind mostly in market research. That’s not because there are no tools, experts and agencies that can do

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Must a communications specialist be a good psychologist?

- Oh, yes ... That's why I say people are the core of the whole process.

There’s a lot of talk of artificial intelligence, I would not be surprised that in a year or two psychology is studying the behaviour of certain forms of it. But for now, we stay focused on homo sapiens and its primal need to be happy and satisfied. And let's not forget that human beings are curious and we must pay attention to them. That’s why, in every major project, including digital channels and technical solutions, we always take into account human needs first, so we use these tools to further develop those needs. We who communicate with consumers must convince them that some product is just for them, and for this we certainly need to be not only good communicators, but also psychologists.

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BUSINESS SONJA ĆETKOVIĆ DIRECTOR, POSLOVI.INFOSTUD

Employer Branding In Its Full Breadth And Complexity We're witnessing the fastest and most challenging changes to face the labour market in the last 15 years.

Employment has grown, a large number of capable workers have left Serbia, the attractiveness of some professions has risen, while some have declined, the business environment has changed, and the behaviour and expectations of the (un)employed have evolved

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ow, then, does one now respond to the main challenge – attracting and retaining high-quality people in our teams, without which there is no further growth, progress or achieving of strategic goals. Although employer branding has been discussed in Serbia as a response to this challenge for years, it is only now becoming a real necessity for dealing strategically and systematically at all levels and in all areas of employment and work.

That's why Poslovi Infostud worked during this year – within the scope of its first 'HR Experience' conference, the Vivaldi HR Forum and many HR Meet-ups – to bring together a hundred HR professionals and address a series of topics that highlight the Employer Branding story, and had a great three-day discussion, covering the following directions and topics: In the past few years, there were real deficiencies in just a few areas, while we're now facing them at almost every step. That's why ever more companies are establishing an employer branding function. Its nature ensures that it requires essential understanding and systemic cooperation in the relationship between HR, marketing and PR. Its main task is to engage the entire company on the employer branding challenge.

And why the entire company? What does branding an employer mean, how is it composed and determined?

A well-conceived, designed and implemented marketing campaign that attracts candidates and with which we communicate that we feel great at work? PR placed by a company about itself? A system of benefits?

Satisfied employees? Pleasant working conditions, culture and atmosphere in the company? Work challenges? The image of a company acquired by a candidate in the selection process after meeting HR? Every employer can find the mix that they consider appropriate for themselves.

Although the name indicates a connection with marketing, it is important to emphasise that employer branding is not marketing, although marketing plays an important role in the process, albeit only at the end of the process.

The essence of employer branding is in our employees' feelings. The essence is within the company, in its pulse, diagnosis and improving its health; the image carried in the people who work there and the placing of this realistic picture externally.

And that's why we can say that employer branding lives in the company. All other strategies, particularly those that try to externally present a beautified reality,

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will provide an answer to questions rewill have a short-term effect, resulting in unfulfilled expectations and a loss of garding our strengths and weaknesses; confidence in the company. how we're perceived as an employer by As such, an effective approach to im- prospective candidates and how aligned that image is with reality. proving an employer's brand must start We can then approach the defining of from one's own yard, from 1) analysis of tactical steps in the the internal situation following segments: - how employees feel In the past few years, 1) towards employand what matters to there were real them, whether they're ees (improving the culdeficiencies in just satisfied, committed ture, communication, a few areas, while and engaged, and 2) refinancial and non-finanwe're now facing searching the market's cial working conditions, them at almost every perception of the combenefits etc.)

2) towards canpany as an employer. step. That's why ever These two areas didates – improving more companies of research represent the “candidate experiare establishing an two basic pillars of an ence” (job advertising, employer branding effective employer simple application profunction branding strategy. It cesses, transparency

of selection processes, professionalism of recruiters, information on the progression and outcome of the selection process, the on-boarding process), and creating communication messages for each target group addressed, as well as the most effective promotional channels.

If we've defined employer branding as a development strategy, we must be aware that it has much broader implications than growing interest among a higher number of appropriate candidates for work at the company. It has a strong impact on the entire company – both on the improvement felt by employees – through the advancing of processes and systems, communication, engagement, satisfaction, and thus consequently on the company's results and market success.

So let's get started today.

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BUSINESS ANJA VUJNOVIĆ HEAD OF MARKETING AND PUBLIC RELATIONS, JUBMES BANK

Our Clients Dictate The Challenges This year, JUBMES Bank marks a full four decades of successful business. It has from the very beginning been strategically orientated towards corporate clients, focusing on small and mediumsized enterprises, but not neglecting retail banking

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ast year we significantly exceeded our projected goals, so in 2019 we started with great plans and ambitions, and raised our targets, says Anja Vujnović.

New technologies and new channels of communication between the brand and the end user have brought new challenges. How is the banking sector bearing it, and your bank in particular?

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- New technologies have led to significant bank, which primarily concerns e-business. changes in all spheres of our lives. Exposure to Our task is to constantly innovate and, as a large amount of information and changes in much as possible, ease our clients' business communication channels have necessitated the with the bank, because we know that the transformation of business practises in almost challenges also come from ourselves. all industries, including the banking sector. The digital revolution has created radically new Given your target groups, which communicaopportunities for more efficient banking operation channels do you prioritise, and why?

- Our focus is still on the business segment, with tions. The altered position of the customer in an emphasis on working with small and mediumthe value chain has made business a two-way sized enterprises. On the communication between other hand, we have not the client and the bank.

Digitalisation is neglected retail bankBusiness trends relate not a transient to innovation and proding, and in our offer we phenomenon, but a have all kinds of loans uct customisation, an reality with an even and other products and exceptional level of serservices intended for vice for users of banking greater perspective individuals, without any services, and the develin the future, giving difference compared to opment of alternative it absolute priority in other commercial banks distribution channels. our future business on the market. strategy All of our modern Will the macroeconomelectronic communicaic conditions in which you operate and the expectations of clients tion channels are available to our customers, bring new challenges in the year that has and we continue to improve and develop them. just started?

It is noteworthy that, despite all of the available - The bank, our clients and competitors operate alternatives, customers continue to appreciate in stable macroeconomic conditions and on this direct eye contact and the "open door" principle, side there are no new, greater challenges. The i.e. the possibility of consulting with our banking exchange rate of the dinar against foreign curexperts to come up with an optimal solution, whether in personal or business finance. rencies is stable and is not expected to fluctuate Commitment and advisory services before significantly this year. It can be noted that prices the actual act of a banking transaction not only are stable, with the foregone conclusion that serve to solve the particular financial problem, inflation will remain in the planned zone, i.e. but in the long run aim to raise the quality of around the central target value of 3%. the business, i.e. to make life more carefree.

However, our clients dictate the chalDedication is an advantage and an added value lenges, with their ever-growing expectations behind the epithet "small bank". for improving the services offered by the

BUSINESS SNEŽANA PETROVIĆ COMMUNICATIONS MANAGER, LAFARGE SERBIA

Challenges Are An Opportunity, Not A Problem

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planning and a lot of work. On the other hand, it offers me many aspects which I like - contact and collaboration with different people. It is dynamic and provides quick and visible results.

The combination of business and creativity, represent the environment which is the most suitable for me and where I can excel. All How specific are the type and channels of professionals in the communication function communication for a company like yours that have the belief that our work can change does not offer everyday goods? the world, but my legal education provides a - Our industry is traditional - if we can say so dimension of rationality, which is important in times of the digital industrial revolution for the job I do. In our given the changes that company, the Lafargehave taken place in reWe live in times of cent years and which are Holcim Group, the cominnovation, renewable fundamentally changing munication function has energy and artificial our business too. a multi-layered mission, intelligence. We have For our company, an from internal commuall become consumers integrated approach, nication and employee through the synergy of engagement to corpoof various media PR, advertising and digirate communication, channels, which of brand positioning and tal communications, has course is reflected marketing. This scope been a winning combinain our company's is very broad, but it oftion. For our customers, communications face-to-face communifers many opportunities. strategy One of the indicators in cation such as a classic how successful we are in conversation, meeting, creating a lasting dialogue is our relationship event or similar, contributes to building a with the key stakeholders. trustful relationship and our reputation.

This year, the Beočin cement plant celebrates an important jubilee 180 years of successful operations. All our employees who today work at Lafarge Serbia are proud of the company's rich tradition, while building a better future

How much has your experience to date contributed to the development of the company, and how much has this impacted on your professional and personal development?

- I am proud to be employed by a company with the same values as me personally. When I look back, I'm glad to have had the opportunity to learn from professionals worldwide. It is exciting to work for a globally present leader, where, besides the results achieved, it is also

important how we achieve them. In so doing, I've always kept in mind the local context and our specificity. The jobs I have done have certainly influenced my professional and personal development. I hope that my work and energy have contributed to our positioning, reputation and results. When I look back, I can say that I am satisfied, that I have learned, experienced and seen a lot. All this is a reward for my effort and motivation for my further work.

he most effective communication with the public is a combination of classic and online channels, depending on the target group, and above all on the purpose and content, says Snežana Petrović.

Your position is specific because you communicate every day with the local management, staff, representatives and residents of Beočin, partners, the public and also with members of the Lafarge Holcim group. How demanding is this?

- When you are passionate about your work and your working environment is motivational, you don't think about that. My job requires dedication, energy and time, good organisation,

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BUSINESS I&F MCCANN GRUPA

Along with the digital transformation of its businesses, the I&F Grupa has transformed itself in order to offer clients its own vast analytical and technical resources, and to help them translate data into effective communication with consumers. In so doing, the agency follows the best global standards, offering an integrated response to its clients, a one-stop-shop for all their needs

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oday, I&F Grupa and its departments work closely with their clients on the joint creation of products and services. This is a new trend of cooperation in which marketing and businesses create strong brands based on the deep understanding of a plethora of digital data about consumer needs and desires.

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very human decision is influenced by emotion. This is why stories sell and why we need a good one. But without understanding how, when and where to communicate to consumers, we will not be able to drive maximum success of the story. On top of everything, we really need to understand our clients’ business and their challenges before any action is taken. The best way forward is to ensure maximum collaboration between of all participants in the process, from creating to delivering 26

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The Science Creative KATARINA KOSTIĆ DEPUTY CEO, MEDIABRANDS SEE (UM)

As of this year, Polaris, our business unit specialized for data analytics & research products, will help clients in better understanding of the story behind numbers and data, in order to communicate more effectively with consumers

We Believe & Invest In Data

stories. In this process, consumer data and all other metrics enable us and brands to delight customers and engage them with brands stories. In a way data and insights are the place where stories and logic integrate.

At UM (part of IPG Mediabrands SEE) we have always believed and invested in locally relevant data in order to support our internationally developed tools so that we could utilise them in the right way. We also manage big portion of clients' marketing activities and as a true partner, we need to

understand client's operations and business beyond planning and buying media.

In order to help our clients achieve higher effectiveness of media & marketing activities, Polaris has started operating within I&F Grupa as of 2019. Polaris is specialized in data analytics & research products. Our goal is to connect data and technology even further, supported by our vast knowledge and experience, and become ‘first call’ for the clients whenever they have a problem within marketing.

BUSINESS RELJA JOVIĆ CHIEF DIGITAL OFFICER, I&F GRUPA / DRIVE AGENCY

Behind Ideas

The Message Is Primary, The Channel Is Secondary

JELENA JAZIĆ MANAGING DIRECTOR, MCCANN BEOGRAD

As businesses change in line with the digital revolution, our agency has everything they need – a creative solution to business problems supported by data

People & Tools To Support Change

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s a person who came from the position of a client to an agency, I've had the opportunity to look at this issue from both perspectives. Integration is the path for all agencies and teams to take; it is inevitable primarily because it reflects the needs of the consumers and market surrounding us.

Agencies are to a lesser extent already present in the process of business transformation among clients, but not to the extent required. During the past few years, McCann Beograd has been working on the joint creation of products and services with clients, and the role of agencies in this process is invaluable because they primarily represent

the area where marketing and business come together in the best possible way. Agencies are not and will not be included in the part related to financial consulting. That part of the job is not ours.

At the same time, all industries and companies are on the path of transformation, driven by the needs of the digital “revolution”.

In line with these, we at this agency now have a vast amount of data, processed to yield a deeper understanding of consumers and categories; we have people and tools that allow us to predict trends or cause changes in consumer behaviour. This is what business partners need: a creative solution to business problems supported by data.

It is good for every agency to be digital, but the breadth of digital, and the depth of its individual zones, enables and justifies the existence of specialised agencies

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onsidering the number of people who are consumers of digital channels, and the fact that the penetration of these channels is virtually complete, it is good for every agency to be digital. On the other hand, the breadth of digital, and the depth of its individual zones, enables and justifies the existence of agencies that deal exclusively with this discipline, or its individual parts.

It is important to realise that the communication that agencies deal with is, by its very definition, is intended for the recipient, while it often happens that this is actually somehow forgotten in the conversation about channels.

Users have no active awareness of the channel through which they receive a message.

A trend seen increasingly globally, and which I firmly support, is one that sees the global agency scene returning towards the direction of the so-called “one-stop-shop” service, where a client can get all services in one place, but this requires that agencies really have experts for each area of communication.

If the client needs so-called 360 communication, which starts from establishing a communication strategy, defining the “consumer journey”, setting up a creative platform, developing creative platforms around channels, devising a media strategy, media planning and realising the media plan, and then measuring success, it is clear that a client needs an agency or agency group that can provide all these services in an integrated way and, more importantly, can manage all processes and knowledge during the campaign in an integrated way, with the aim of further improving the flow of communication.

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BUSINESS MAJA ANĐELIĆ CFO, I&F GRUPA

The Only Constant Is Change

The only constant, it is said, is change – and that’s never been truer than it's been in the worlds of advertising and business consulting over the past few years

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e’ve all witnessed a mutual spill over of the services offered by both – agencies threading their way into a world once occupied only by consultancies and the latter acquiring creative competencies from the advertising world.

While big consulting firms are recognised for their analytical skills and tech achievements, agencies still have their own ace in the hole – the culture of promoting creativity.

They are like right brain and left brain skills, and we all know that we need both sides. As such, instead of being competitive, business consultancy and advertising should be collaborative. Collaboration is the key to getting the best out of their expertise.

Today, the consulting and advertising worlds are coming as a reflection of the actual marketplace. Business models are disrupted by the digital revolution, which 28

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places companies under pressure to seek results. Within some of these products, we different engagement models with customers, managed to achieve strong corporate social to introduce new services and experiences responsibility impact. powered by technology, driving them to When it comes to digital, we are proud transform their marketing operations. of a project through which McCann Beograd Communication agencies need to contindeveloped an application for the Museum of Contemporary Art that enabled art lovers to uously express their creativity by launching enjoy the artworks while the museum was new products and services. In today’s world, closed. This is how we use technology to raise where every interaction with the customer social awareness of art in modern times. A matters, information about customer becouple of years ago, who would have even haviour can be either a superpower or a lost thought that an agency could provide these opportunity. In order to use such information services on its own? constructively, agenRecognising the imcies need to further Communication develop organised and portance of sustainabilagencies need to predictive data analytity, our Nordic agencies, continuously express Scandinavian Design ics to optimise business their creativity Group (SDG) and Mcperformances. In parby launching new allel, agencies need Cann, developed a very products and services. to strengthen their IT specialised and unique In today’s world, where competencies to build business consultancy every interaction with a competitive team tool that helps our clithe customer matters, able to provide unique ents distinguish their software solutions and brands and increase information about support digital transprofits while creating customer behaviour a better world for the formations. can be either a planet and the people.

At the same time, superpower or a lost Recalling the first the role of companies opportunity lines of this article, we and brands in a modcan say one thing for ern society is increassure: clients today require expertise at every ing every day, and we, as I&F Grupa, have single step of their business transformation, recognised that. Our agencies have historiand we, as an agency, need to find a way to cally provided brand consultancy and been respond to that requirement, either by deinvolved in business design services for our clients, although we still need to work veloping our own competencies or through on changing the perception in the eyes of partnership with business consultancy. companies and the public.

The world is changing, and we need not McCann Beograd has created new prodonly to address changes, but to initiate them.

This brings us to the most important quality ucts for the telecom and food industries, in of the future – agility. order to help them improve their business

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BUSINESS ALEKSANDRA KOŽUL PR AND DIGITAL DIRECTOR, NOVASTON MARKETING CONSULTANCY

We Have Given Shopping A New Dimension Novaston was established as an independent real estate, asset and property platform in which Novaston Marketing Consultancy operates. Among other things it was established to improve the concept of the retail park that exists in other countries

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here is no universal solution nor a universal message that can be applied in all situations and markets.

Only a true professional, after extensive analysis, can respond creatively to every challenge.

weekends. Experience has shown that we have succeeded in this and that all the retail parks in our country including those that are planned, are organized according to this principle. We plan to use this concept in the region in future.

Thanks to your agency, we have been Is there an universal solution for all situintroduced to the retail park, which is ations and facilities, or must communirelatively new to us. What was your pri- cations be designed and adapted to the requirements of the micro-market and mary message?

- The idea was for retail parks to become to a very wide target group? “open-air shopping malls”, because in many - Each retail park is a channel that comSerbian towns they are the only serious municates for itself, and the way of comshopping centres, but also places where munication depends on the location, micro people gather. We started from this idea and macro markets, target groups, and type that consumers want a place where they of park. The situation is not the same if a recan spend quality time tail park is located in a with quality, affordable larger city where there For each retail park, shopping. is strong competition, special tailored To achieve this, so a stronger brand content should alongside standard campaign is needed, campaigns we introor if it is in a smaller be designed, and town but outside the duced other activities communication should centre, so you have such as parties celmatch the needs and to do things that will ebrating retail parks’ desires of consumers attract residents and birthdays, various and tenants, at the change their habits of holidays, a summer same time taking care buying only close to season and periodic of the brand itself home. All activities shopping days and

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must be designed and shaped according to the market in which the shopping mall is located and the needs of the target group.

This kind of operating, approaching each client and every project carefully and with a unique analysis and custom-made proposal, is what makes our company special.

Influencers are increasingly engaged by brands and companies to deliver key messages. Can they bring new consumers?

- We are seeing that young people today never let smart phones or tablets out of their hands, and spend their free time watching YouTube videos of their idols in whom they find inspiration. Audiences increasingly trust the content from influencers more than traditional advertisers.

According to research from 2018, as many as 94% of experts using this type of marketing consider it extremely useful, and 39% plan to increase investment in this form of communication in the coming period.

It has also been revealed that influencer marketing achieves 11 times higher ROI than traditional forms of communication. These results are evidence that it is important to work with influencers and that they can bring new audiences and new consumers.

However, we must keep in mind that over time, their role changes and they face new challenges, like any other channel of communication.

Today, it is very important to carefully select with whom a company will work, because we have examples that the engagement of certain influencers had a counter-effect. For example, the Australian government faced such a situation when

NMC TEAM

it decided to invest 600,000 Australian dollars in collaboration with social media influencers as part of its #girlsmakeyourmove campaign. The campaign was launched by the Health department to encourage young women to be active.

However, it was discovered that some Instagram influencers, which were paid up to $ 3,000 per post, had previously worked with brands of alcoholic beverages and extreme diet products, which had a counter-effect compared to the one the government wanted to achieve.

Companies should cooperate with influencers, but only with carefully selected, uncompromised ones.

Only they can deliver key messages in a truly positive way to the audience, otherwise a counter-effect can be achieved COMMUNICATIONS

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BUSINESS JOVANA VUKOTIĆ ADRIATIC REGION HEAD OF COMMUNICATIONS AND GOVERNMENT AFFAIRS, SIEMENS

The Future Is Digital Pioneering technologies and business models built on them have been an integral part of Siemens' DNA for 170 years. The company has recognized the importance of digitalization as one of the key drivers of economic andsocial progress

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ith many projects under its belt and its continuous support to various institutions, Siemens has shown to be a reliable partner not only to Serbian business in the fields of digitalization, electrification and automation but also to the society in general.

How much do innovation and technological development change our lives, habits, standards and ourselves?

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We know that Siemens is active in corporate social responsibility. Which recent action would you like to point out?

- Our company's policy is to provide support to various establishments, institutions, and organizations. We believe that a company is successful when it anticipates and meets the needs of the society in which the company operates. A part of this success reflects in the company's contribution Siemens encourages We are convinced that to community developmedia coverage of these the technological society-changing issues. ment through its investchanges taking place Is that why you estabments in corporate today not only affect social responsibility lished the prestigious the lives of every projects.

Siemens Press Award? individual, but also As part of our cor- Since its introducpoint to the trends of tion, the Siemens Press porate social responcities, industry and Award has focused on sibility efforts, we energy in the future promoting imporatant have decided to make topics, such as improvdonations to several healthcare institutions ing quality of life through in Serbia, where this type of assistance is of introducing state-of-the-art technologies. great importance.

The competition provides the media with This year Siemens has worked on a project the opportunity to cooperate with their coltogether with NURDOR, and our employees leagues in other countries, and take further have participated in donations to this orsteps in their careers by sharing knowledge and experience. ganization. Last year, we organized the "Be The Siemens Press Award, has become a Someone's Santa Clause" project for the tradition in Serbia since its launch in 2010 and Zvecanska Children's Home: our employees has grown over the past four years to become prepared gifts for each child based on what a regional project including Central and Eastthe children wished for in their letters to Santa. In addition to these projects, Siemens ern European countries. With this project, we is dedicated to providing education and wish to contribute to professional and quality support to young people as we believe that journalism by promoting excellence in writing, all talents should get the same chance of improving the quality of reporting and ensuring becoming new leaders. access to relevant topics and subject matters.

- Our world is becoming increasingly digitized, from personal devices to complex systems in industry. Siemens strives to ease the transition to industry 4.0 by offering a comprehensive portfolio focusing on individual approach and customized solutions tailored to our clients' needs. The key goal is to offer added value through enhancing quality, service and resource efficiency.

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BUSINESS MIRKO MANDIĆ CEO, SVA

Entire Society Is Behaving Like The Slowly Boiling Frog

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We live in times of media tabloidisation and reality programming. Has this led to change in the tastes and expectations of those targetted by marketing messages? Do they pander to the base passions of consumers?

- It seems to me that popular culture in Serbia is autistically vulgar and hermetic, while the What is the situation like on the advertising mainstream national media is fake news. The market in Serbia? Are budgets increasing or most visible and influential are those who know are we only seeing the validity of the saying very little, and they act like experts while in re“Small pond, many crocodiles”?

- Experts say that when a frog is thrown ality they represent opinion-makers. This is the into boiling water it jumps out immediately, typical spreading of the Dunning-Kruger effect. but in lukewarm water it basks and doesn't The impact of this nonsense and aggression object until it is cooked. on consumers is enorIt seems to me, looking mous. It is so enormous Frogs and crocodiles at the marketing scene that classical culture and aren't only present in Serbia, that the same European cultural trends in agencies – they applies to crocodiles. If successfully play the also dominate with the “fantastic” rate of role of counter-culture. advertisers and economic growth that The answer is yes. sustainable in the Serbian media is They pander to base business terms buzzing about continpassions. Pandering works, while in fact it ues, this year we will doesn't work, because there is no growth, reach the gross social product level that rewards and celebrations, and it would be we had in 1990. We are the first in Europe good for us to reject it. The entire society is to achieve such a result. behaving like the slowly boiling frog from that That's no minor (lack of) success, so to say previous answer. Serbia is a society in which that marketing budgets this year leapt by a every fourth young man considers slapping a few percentage points compared to nothing is girl once as not being violent. fake news. On the other hand, not everything is in the budget. There is a worrying number You announced a year ago that you would be of advertisers (budgets) that consistently introducing an innovative content platform. finance campaigns, year after year, after which Did you succeed in developing that? their market share falls, so they compensate - We're slower than I'd like us to be, but we're for the difference in profit by lowering the continuing to invest in research and developquality of their products and “imperceptibly” lowering criteria. Frogs and crocodiles aren't ment. Nevertheless, we're all contemporaries only present in agencies – they also dominate of the technological revolution and it's not in with advertisers. our nature to be observers. espite satisfying business results, the CEO of agency SVA doesn't hide his concern regarding the marketing and media scene in Serbia, and for the communications market as a whole.

SVA is a creative agency for market communications, public relations and the management of reputations that has already amassed 29 years of experience in using its campaigns to shift boundaries and change views of business, brands, markets, strategies etc.

SVA is large enough to respond to any challenge, yet small enough to remain flexible

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BUSINESS SONJA MARIĆ MARKETING DIRECTOR AT UNIQA OSIGURANJE (INSURANCE)

We Convert Risk Into Opportunity

The UNIQA Group has been operating for more than two centuries as one of the leading European companies, due to its excellent familiarity with opportunities and the strength of its authentic brand. It moves boldly out of its comfort zone and proves surprising again and again with its campaigns

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he statement “Don't seek clients for your products, but rather products for your clients” briefly summarises our philosophy. Behind all of our products stands serious investigations, market research and open and transparent communication with clients.

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Competition among insurers has never been fers? To what extent do you rely on the demands higher, but you are maintaining your positions and expectations of the market? firmly. How are you managing to achieve that?

- A particularly important role in this process - The key to the success, continued existence is played by our colleagues in sales. They are a and stability of UNIQA is authenticity, but I'm valuable channel of communication, because convinced that this is also the case with every they know how to listen to users, to understand other brand. However, being authentic in today's their needs, and then to transmit information conditions of stiff competition isn't an easy or that's crucial to improving existing products simple task. The precondition is to know and feel and developing new ones. your brand fully, to have a clear picture – of where This type of communication is at the very you were previously, where you are now and where core of our relationship towards clients, whose you want to be in the future. Only then can you needs have changed significantly compared to have the required self-confidence and courage the period of just a few years ago. Their list of to step far beyond your priorities is today topped comfort zone. A successby the need for time and Traditional channels comfort. Inspired by their ful brand strategy means represent an needs, we've created a that you will sometimes important part of our contact centre that opbe pioneers, that you will communication, as take risks with campaigns, erates 24/7, launched an insurance is still an play with humour, utilise online shop, introduced area where the “live” ambiguous slogans, take a free Viber number for word – on television, on some significant social travel insurance users, radio or in the press issue with no guarantee online payments for insur– is irreplaceable that you will have full ance rates, video footage public support. of assessments of damFor the majority of people, insurance is age and many other innovations that accompany synonymous with conservatism or rigidity and and bolster our offer. tradition, yet, despite this, our UNIQA Group has a very modern and flexible brand strategy. The Many companies have “relocated” their marketumbrella slogan "Take heart for your happiness” ing activities to social networks. Which channels inspires people to embark on new experiences of communication do you rely on? without fear, to be the heroes of their own lives - Social networks bring together billions of and to never give up. We inspire them to think users worldwide, and as such have become an with more optimism and responsibility, more unavoidable channel of communication for most successful and more secure, but also to focus companies. However, traditional channels also on everything that they can achieve knowing represent an important part of our communicathat their back is protected by UNIQA. In this tion, as insurance is still an area where the “live” way, uncertainty is converted into trust, fear into word – on television, radio or in the press – is motivation, risk into opportunities... irreplaceable, which is why we carefully adapt the approach and tone of communication for How do you create your products and your ofeach individual channel.

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BUSINESS NATALIJA RACKOVIĆ GENERAL MANAGER & CO-OWNER OF V+O COMMUNICATION

Holistic Approach To Communications

V + O Communication recently celebrated 10 years of work in Serbia and on this occasion made an internal review of what had been done so far. They were more than satisfied with their own achievements

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e recommend all our clients to be proactive in thinking and to constantly work on building their reputation. It does not have to be too expensive, nor too ambitious, but it is important that it has a certain strategic direction and that it is continuous.

Some of your campaigns have been adopted as examples of good practice and communication standards worldwide. Does this mean that the communication market in Serbia is not far behind the global market?

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advantages. First of all, for a company with - Projects we have carried out on the Serbian a good reputation it is easier to attract good market for some multinational companies such staff, they have greater customer loyalty, not as Coca-Cola and Yazaki have been presented to mention the importance of reputation in as examples of good practice at the European the case of due diligence. and global level and adopted as communication However, we see that companies, whether standards for the whole world. from ignorance or lack of awareness of the On the other hand, with various minimportance of communication, often unconistries and institutions, through carefully planned and even more carefully implesciously endanger their reputation or they begin to deal with it only when there is a crisis mented projects, we have established some in the media and the public. It's a reactive standards that are still in place today. From approach. As profescreating a communication strategy for a sionals in this field we As there is a black negotiating chapter on are here to help them sheep in every the environment, supin these situations to flock, so it is in our better survive a crisis. porting the launch of a communications We advocate proactive nationwide campaign industry, there thinking. When things to prevent obesity, to is a huge offer, are set in this way, we the establishment of reduce the possibility some communication but relatively few of error, and if there is standards for various professionals who are an unforeseen situation, companies and institureally devoted and do the plan to deal with it tions. All this speaks in their job responsibly already exists and the favour of the fact that reaction will be timely, the marketing and PR which gives us the possibility of minimizing sector in Serbia do not differ much from the potential consequences. the regional and world scene.

Is a complete absence of communication less bad than poorly conveyed messages?

- We live in a society of modern technologies where everything has become available and where information spreads rapidly so that if a company decides not to communicate, there is a high likelihood that someone will do it for them, which is as bad as sending a wrong message. It is very important that the reputation you build is well designed and strategically planned, to really help the company to position itself properly on the market and achieve its goals. This has a lot of

We see that many agencies are closing down because they failed to adapt to the demands of the new age. What must a successful agency offer a client today?

- With all this in mind, companies will be interested more and more in a holistic approach to communications, to have agencies like V + O, where they will be able to get all-around service in one place. On the other hand, the digital will become much more important, and some new specialized services will become more interesting. Last but not least, absolute commitment to the client is crucial.

BUSINESS MIRJANA VIŠNJIĆ GENERAL MANAGER, WE MEDIA AGENCY

Authenticity Appreciated

T

he greatest challenge in our business is to foster transparent, two-way communication between client and agency. They must know that we are always on the same side - the one that benefits their business.

of communication and marketing?

- We are aware how important communication and marketing are and our clients are also becoming aware of it. We are fully dedicated to really taking care of them because they reflect our agency. It is natural for us to be more informed than our clients in terms of innovation in the PR and marketing sector, so we can keep track of them and better adapt to their needs. It is a true pleasure to be in the situation that the leading people in the companies we cooperate with want to hear us out and give us the opportunity to experiment, because they know that we are always on the same side - the one that benefits their business.

We Media Agency has not been on the market for a long time, but you have quickly gained the trust of large clients. What do you think about your agency's work in this period?

- I am glad that we fought, came through and now have our place in the sun. We are growing thanks to the great effort, hard work and desire to constantly offer our clients, whether Television has What are the greatest large or small, somenot lost its power, challenges in your busithing new. I am fortuon the contrary, nate to be surrounded ness? because videos by associates who are - To keep aware and to are an increasingly constantly asking for persist. We are moving clear factor in how more, always learning towards digitalization and personally pushing and the situation someconsumers decide to me to be innovative. times changes several shop, since they spend Tr u e , w e w e r e times a day, which is more time than ever fortunate that some very difficult to follow. watching them large clients gave us the Continuous education chance to show what we of staff is needed beknow, and I believe that we have not let them cause we are expected to offer ever better down. What remains is the everyday task of and more innovative content. However, what working hard, learning more and justifying will most likely remain the greatest challenge the trust shown us. lies in developing transparent, two-way client-agency communication, which greatly You have an impressive portfolio of clients. contributes to the excellent relationship Have we become aware of the importance between companies and their clients.

The We Media Agency does not have a long tradition, but its marketing and PR strategies are the talk of the town both among clients and colleagues, because they always offer something new. They are learning every day and are improving themselves to justify the client’s trust

What is the future of communication?

- As a person who has spent more than a decade in the world of media, the number one word for me will always be - content.

Truth be told, content has lately increasingly moved to digital media, but television is still in the race. Exactly because the offer has never been larger, authenticity is what is valued. So that combined with knowledge, imagination will save us.

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