Communications Serbia 2020 by CorD Magazine

COMMUNICATIONS SERBIA 2020

Tamara Daltroff, EACA Director General ● Branislava Cagronov, regional MD UM ● Tomica Orešković, CEO Lokomotiva ● Ljubica Vukčević, Head of Research & Insight at Direct Media United Solutions ● Mirjana Višnjić, General Manager, We media agency d.o.o. ● Tamara Bekčić, General Director, and Milena Avramović, Executive Director, Co-Founders of Agency Chapter 4 ● Marina Grihović, Founder and Director of PR and media consulting agency Headline and digital communications agency Dkit ● Nevena Kurtović, Managing Director, Fusion Communications ● Aleksandra Kožul, Communications Director, External, Internal and Digital, at Novaston ● Sanda Savić, Director of Corporate Affairs and Communications at Hemofarm ● Marina Savić, Head of Corporate Communications for Serbia and Macedonia at Atlantic Grupa ● Katarina Kostić, Polaris, I&F Grupa ● Jelena Bauder, Director, Bauder Medical d.o.o. (Ltd.)

COMMUNICATIONS SERBIA 2020 06

COMPLEX CHALLENGES & EXCITING FUTURE OF ADVERTISING

TAMARA DALTROFF, EACA DIRECTOR GENERAL

MARINA GRIHOVIĆ, FOUNDER AND DIRECTOR OF PR AND MEDIA CONSULTING AGENCY HEADLINE AND DIGITAL COMMUNICATIONS AGENCY DKIT

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DIGITAL TRANSFORMATION 2.0

TOMICA OREŠKOVIĆ, CEO LOKOMOTIVA

PLAN FOR 2020: BE BETTER

WE ALWAYS TRACK CHANGES IN THE MEDIA

LJUBICA VUKČEVIĆ, HEAD OF RESEARCH & INSIGHT AT DIRECT MEDIA UNITED SOLUTIONS

WE ARE ABLE TO PLAY

MIRJANA VIŠNJIĆ, GENERAL MANAGER, WE MEDIA AGENCY D.O.O.

INNOVATION & PARTNERSHIP

DESIGNER: Jasmina Laković j.lakovic@aim.rs EDITORIAL MANAGER: Neda Lukić n.lukic@aim.rs PHOTOS: Zoran Petrović

COPY EDITOR: Mark Pullen SALES MANAGERS: Biljana Dević, b.devic@aim.rs Nataša Trifunović, n.trifunovic@aim.rs Vesna Vukajlović, v.vukajlovic@aim.rs Mihailo Čučković m.cuckovic@aim.rs

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TAMARA BEKČIĆ, GENERAL DIRECTOR AND MILENA AVRAMOVIĆ, EXECUTIVE DIRECTOR, CO-FOUNDERS OF AGENCY CHAPTER 4

WE LOVE THIS INDUSTRY

NEVENA KURTOVIĆ, MANAGING DIRECTOR, FUSION COMMUNICATIONS

SHOPPERS WANT TO STOP & SHOP

ALEKSANDRA KOŽUL, COMMUNICATIONS DIRECTOR, EXTERNAL, INTERNAL AND DIGITAL, AT NOVASTON

SUCCESS IS UNLOCKED BY WORDS & CONFIRMED BY IMAGES

SANDA SAVIĆ, DIRECTOR OF CORPORATE AFFAIRS AND COMMUNICATIONS AT HEMOFARM

BRANISLAVA CAGRONOV, REGIONAL MD UM

EDITOR IN CHIEF: Miroslava Nešić-Bikić m.bikic@aim.rs

CHAPTER 4 JUBILEE: QUALITY WINS CLIENTS

OFFICE MANAGER: Svetlana Petrović s.petrovic@aim.rs FINANCE: Dragana Skrobonja finance@aim.rs GENERAL MANAGER: Maja Vidaković m.vidakovic@aim.rs PUBLISHER: Ivan Novčić i.novcic@aim.rs

ADDING NEW DIMENSIONS TO A STRONG BRAND

NEW CHANNELS, NEW POSSIBILITIES

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THE DREAM FACTORY

DANFOSS

MARINA SAVIĆ, HEAD OF CORPORATE COMMUNICATIONS FOR SERBIA AND MACEDONIA AT ATLANTIC GRUPA ADVERTOUT

IF YOU DON’T MEASURE IT, YOU CAN’T IMPROVE IT

POLARIS

MEDSCAPE.RS IS THE BEST PLATFORM

JELENA BAUDER, DIRECTOR, BAUDER MEDICAL D.O.O. (LTD.)

DIRECTOR: Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com

E-mail: office@aim.rs; office@cordmagazine.com www.aim.rs; www.cordmagazine.com

COMMUNICATION SERBIA 2020

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BUSINESS TAMARA DALTROFF EACA DIRECTOR GENERAL

Complex Challenges & Exciting Future Of Advertising With increasingly complex systems to navigate through, there are many challenges facing the advertising industry today. It is hard to balance between multiple goals and find the right way to deal with post-truth reality, where large-scale disinformation even disrupts democratic processes

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t is difficult bringing together a vast range of stakeholders within the advertising ecosystem – and keeping them satisfied. It is hard to respond adequately to burning issues regarding privacy, security and our identities… But it is also a unique and exciting opportunity to shape and reimagine the future of advertising, which has become an integral part of our lives. As Director General of EACA, Tamara Daltroff is involved in initiatives to find the best ways to solve these difficult issues. • Looking back at the turbulent but also exciting year behind us, what were some of the main trends that left their mark in the industry? - Obviously, the European Elections were quite important – also for the advertising industry. EU policy-makers were, and still are, worried that disinformation disrupts democratic processes. They mainly focus on platforms’ responsibilities, but also look at the advertising industry and its role in monetising disinformation content. Political advertising is likely to be part of the EU’s “Digital Services Act”, one of the big digital projects of the new Commission. EACA is proud that four of our association members have signed up to the Code of Practice on

Disinformation. We will keep on encouraging others, especially agencies, to do so as well. We also saw a rising number of complaints and investigations regarding national data protection authorities (DPAs) into online advertising. People are worried about their personal data being “broadcast” during the ad delivery process. The industry therefore works hard on improving transparency around the ad delivery process and giving people more choice and control over the ads they see. EACA and its members are actively involved in IAB Europe’s Transparency and Control Framework (TCF) and the EDAA’s “Your Online Choices” icon. In May, we will know more about how the European Commission is going to address the increasing fragmentation around the implementation of the GDPR in its review exercise. DPAs have kept issuing GDPR guidance that is often not in line. A more general challenge for the industry will be the continuous phase out of third-party cookies on various browsers, including Apple’s Safari, Firefox and recently Google Chrome, and how the ad industry reacts to that. There is also a trend among policymakers towards better protecting children online, with regard to the processing of their personal data and targeted advertising, e.g. with HFSS

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foods. This trend is likely to continue with the new European Commission and Parliament. • AI use in advertising grew by 270% over the last four years. What are the main opportunities related to AI in this context, and what are the main challenges and concerns? - AI can help communications agencies optimise ad targeting, fight fraud, provide better performance insights, provide more relevant data etc. An EACA survey in 2019 revealed that the majority of respondents uses develop or deploy AI in their systems, but most rely on it only to a small extent. Examples include chatbots and virtual assistants, the optimisation of programmatic advertising and audience discovery tools. In order to work best, AI needs access to a lot of quality data and you need people with the right skills to deal with that data. career in advertising will need in 2020? Another challenge is potential regulation on - In 2019, EACA released a White Paper on the issue, which might curb innovation in the Talent in partnership with Kantar, addressing field before it has really kicked off. the challenges of attracting the right talents. There are at least two industry initiatives Driving factors are the changing priorities of that help increase transparency around the generations Y and Z, the need for greater ad delivery process. The TCF gives users diversity and inclusion, and competition for choice and information prior to seeing an talent among media giants. ad, whereas the EDAA programme explains The industry has responded by widening to users why they saw certain ads and what the spectrum of candithey can do about it in There are at least two dates: other disciplines, the future. A good user such as anthropology, experience is key to inindustry initiatives creasing acceptance of, forensics or physics, that help increase and trust in, these tools. are also of interest. transparency around What remains importhe ad delivery • As the new technolotant for the industry is process. The TCF gies shape the future of mental flexibility and gives users choice and advertising, is there a curiosity, given rapidly information prior to shortage of adequate changing social trends, seeing an ad, whereas talent for this era? fashions, technologies the EDAA programme - While advertising is etc. Young people need explains to users why becoming more technolthe drive to explore they saw certain ads ogy- and data-driven, ideas and the skills to and what they can do the digital skills gap is a explain them. Collaboration is key both within prominent issue across about it in the future. A and across teams and all industries. good user experience people with different is key to increasing • In your opinion, what specialisations, personacceptance of, and alities, working styles are the main skills trust in, these tools and agendas. A big plus someone starting a

is also experience with real-life projects, e.g. with advertisers or placements within the industry. • One of the trends of recent years has been the rise of ad-blockers. Have they changed the industry in both positive and negative ways and if so, how? - The industry has responded to this trend by increasing transparency around ads and better explaining why users see ads. They also create awareness around the value exchange, i.e. advertising in return for “free content”, such as the occasional video and games, but also high-quality journalistic content. As mentioned previously, EACA is highly supportive of TCF and EDAA programmes. • According to Adobe Digital Insights, over 70% advertisers believe their ads are relevant to the audience they are targeting, but only 8% of people think the ads they see online are always relevant. Is the reality somewhere between the two? And how COMMUNICATIONS

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can we use new technologies to make the experience more relevant to consumers? - It is important to give users the choice regarding what type of ads they (do not) wish to see. If they want them to be more relevant, they can take the informed decision to opt for personalised ads, otherwise they will see contextual ads. AI could be used to better target ads and make them more relevant to users. The gradual phase out of third-party cookies, however, will accelerate the push towards contextual ads. These can be made more relevant through the use of unique identifiers. Any personalisation, however, must ensure compliance with the GDPR. To work best, AI needs access to a lot of quality data and you need people with the right skills to deal with it. Another challenge is potential regulation on the issue, which might curb innovation in the field before it has really kicked off. • In 2016, the Oxford English Dictionary proclaimed ‘post-truth’ its ‘Word of the 8

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management, platforms, agencies and adverYear’. Four years later, the situation is still tisers. Together they set industry standards challenging (if not even more complex). It that increase trust by giving users choice and can be hard to navigate through a digital control over data. Whereas both TCF and space that’s filled with fake news, native and EDAA are quite widespread, it is important programmatic advertising. Online experiments in 2019 showed that less than 10% that more actors in the ad ecosystem join of people can tell sponsored content from these or similar industry initiatives. an article. How can we be better informed as users, on one side, and more transparent • Finally, what are some of the main advertising trends we should look out for in 2020? as advertisers, on the other? - Investigations into programmatic advertis- As mentioned previously, there are at least ing (RTB) are likely to continue. It will thus two industry initiatives that help increase remain important to uphold the dialogue transparency around the ad delivery process. with regulators and authorities to explain The TCF gives users choice and information what the industry is doing. prior to seeing an ad, whereas the EDAA The ban or phase out of third-party cookprogramme explains to users why they saw ies is likely to continue and we will see more certain ads and what they can do about it in industry solutions to address this. the future. Both programmes are constantly We expect more regulation around platbeing adjusted. A good user experience is forms, including their liability for content, key to increasing acceptance of, and trust but hopefully also adin, these tools. ditional requirements According to GfK To work best, AI needs to increase transparresearch, European onaccess to a lot of line users value their ency vis-à-vis their business partners, including privacy, but they are quality data and you agencies. happy to have their need people with the Political advertisdata used in advertisright skills to deal with ing in order to get free ing / disinformation: as it. Another challenge is content. However, they noted previously, this potential regulation on would also like to be will be high on the list the issue, which might able to approve or disof the priorities of the curb innovation in approve the use of their newly composed EU the field before it has data any time, and to institutions. really kicked offa easily obtain detailed Artificial intelligence: We are likely to information about how see new solutions for ad their data is used. targeting, performance measurement etc. • How do we ensure the make numerous But there will also be increasing regulatory stakeholders in the growingly complex pressure. advertising ecosystem are as satisfied The search for talent will continue. The as possible, keeping the balance between UK in particular, following Brexit, might face privacy and security, personalised and imincreasing challenges with recruiting talent mersive experiences, and profitability for from “the continent”. publishers and advertisers? Finally, with multiple predictions of an - Both the TCF and EDAA programmes bring imminent recession, agencies need to take together a vast range of stakeholders in the this into consideration when planning for ad ecosystem: publishers, vendors, consent the future. ■

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BUSINESS TOMICA OREŠKOVIĆ CEO LOKOMOTIVA, WWW.LOKOMOTIVA.TECH

Digital Transformation 2.0 A few words about digital transformation; or, more specifically, about digital transformation 2.0.

irst let’s take a step back and consider what digital transformation actually is for a moment. It often starts with a simple initiative, but ends with the complete transformation of a company, internal processes, and even its products and services. How? For example, redesigning a website today means throwing money down the drain unless such a redesigned website offers new and existing customers an easy way to buy products or subscribe to services. Imagine a bank with a shiny new website where, in order to apply for an account, you have to download a pdf document, print it, fill it in with a pen, and then bring it to a branch. Then imagine the same website where this process is streamlined so that it takes a couple of minutes to provide the bank with required data, and the client signs documents (if required by law) once they pop into the nearest branch to collect their debit card. The budget spent on the former is “money flushed down the drain”. 10

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The budget allocated for the conceptualisation AI and big data, as well as the use of technology and production of the latter is an investment in such a way that it enables local producers in customer acquisition and, hence, increased and service providers to integrate with global revenue and profits. I mentioned a bank in this players and generate revenue and profit for the example, but this clearly applies to any company greater good of local communities. operating in any industry. Digital Transformation 2.0 is also about In a nutshell, the process of identifying branding. By investing in cutting edge ideas such opportunities, implementing software and technologies, companies earn bragging platforms and transforming both internal and rights that attract environmentally conscious, external processes (and the whole company) agile, cutting edge customers. Companies are to enable the provision of services in a new transforming from providers of products and way using every available channel, is commonly services into champions of values & ideas, and called ‘digital transformation’. they have to put their money where their mouth Every business will have to digitally transis in order to do so. form in the near future, Lokomotiva, as the or risk being left obsotechnology arm of I&F Every business will lete by emerging agile Grupa, develops enhave to digitally terprise software platcompetitors. But what transform in the forms and provides serabout those companies near future, or risk vices that enable compathat went through the nies to transform into process a few years back being left obsolete efficient Omni-channel and already offer their by emerging agile businesses. We work products and services via competitors with our clients on dea multitude of channels? fining ideas, identifying For them, it is time to take opportunities, implementing technology on the next challenge: Digital Transformation 2.0. solutions, establishing branding and com“And what might that be?” you are probably munications strategies, and helping them asking yourselves. As with 1.0, it is many different fully utilise their investment in digital transthings for many different companies. However, formation over a number of years, until the a few common trends are emerging: a sharp turn next challenge appears on the horizon: Digital towards environmental sustainability using the Transformation 3.0. latest technologies, such as machine learning,

BUSINESS BRANISLAVA CAGRONOV REGIONAL MD UM

Innovation & Partnership HOW CLIENTS AND AGENCIES ARE COOPERATE TODAY WHEN IT COMES TO THE MEDIA? At a time when our business has become very dynamic, which - among other things - means regular changes in the way we work with clients and the scheduling of their budgets, we believe that the only correct answer to this is partnership relations. UM is a media agency that strives to erase the boundary between the media and creativity, data and content, science and the arts, and to provide clients with solutions through a 360° process. For such an approach it is essential to have very close and open cooperation between agency and client. Our ideas are based on the business goals of our clients, and we strive to create intelligent strategies and communications. We also respect the values of the clients and brands we work with and considering how we can make the world a better place. YOUR JOB IS INCREDIBLY DYNAMIC, WITH EVERY DAY DIFFERING FROM THE LAST, SO YOU MUST ALSO CHANGE AND LEARN. IS THAT A PROBLEM OR A CHALLENGE? A challenge. We devote a lot of attention to constantly learning and perfecting our entire team. Learning is an integral part of our work. The ever increasing segmentation of digital services, new digital platforms, new disciplines and new services that we are dedicated to lead us to continuously develop new skills and acquire new knowhow in order to be true advisors to our clients in connecting brands and consumers. Alongside the acquiring of knowhow and developing of narrow expertise, we all – as

individual employees, but also as an agency and the entire system (I&F Grupa) – educate ourselves on a daily basis in the area of sustainable development. This is also an area through which we improve our cooperation with our clients. For illustrative purposes, the expression of this is the organisation of “Impact Day”, which aims to leave a mark on the community in which we live. We last year helped to improve the environment through individual actions of all employees at UM offices throughout the entire region. HOW IS SCIENCE UTILISED IN THE SERVICE OF COMMUNICATION? What UM implements and does is increasingly based on collaboration within the entire I&F system. In cooperation with the Polaris team, which is specialised in the field of data analytics and research, we implemented the first econometric models in the region, while in cooperation with the Drive agency and the Reprise network we acquire knowledge from

It is today crucial that brands and companies understand cultural trends in order to successfully position themselves through communication and be relevant to the motivations, desires and beliefs of consumers. This includes respecting their individuality and authenticity, as well as taking on issues that are more important to them personally, in terms of social responsibility, as well as actively influencing positive change.

UM strives to develop partnership relations in these decidedly dynamic times

the SEO sphere, ecommerce and influencer marketing. We believe that this is the only correct answer to all the changes brought by the overall needs of our clients in the area of marketing and communications. This is particularly the case in an increasingly complex media environment based on new technologies and capabilities. The transformation and automation of everyday operations are fields in which we are constantly improving. The goal is to advance our services in a way that links data and reporting from all platforms on which we operate with data about the client, thus speeding up decisions and understanding of the process, but also improving the control and monitoring of the implementation and results of a campaign.

Last year was a very successful one for us, which was crowned with the Grand Sempler and Golden Sempler awards at the SEMPL festival, which is the only media festival in the region. The award-winning campaign, “Ne odričem se” [I (Dis)own My Child], resounding massively through just one communication channel, the print media, which had a strong impact on all other media, thanks primarily to its strong emotional message. On the other hand, the Rosa brand campaign “Beba bira gde” [Baby chooses where] succeeded in making a resounding impact in just one day by using a strategically selected communication channel and relevant content. COMMUNICATIONS

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BUSINESS MARINA GRIHOVIĆ FOUNDER AND DIRECTOR OF PR AND MEDIA CONSULTING AGENCY HEADLINE AND DIGITAL COMMUNICATIONS AGENCY DKIT

Plan For 2020: Be Better D

ue to a change in the channel through which we communicate, Dkit was subsequently founded as part of the agency that deals with digital communications In order to send the right messages at the right time and to the right place, good analysis and the proper strategy are required. Communication and marketing can only change a lot when it comes to consumer habits if we are noticed and authentic,” reveals Marina Grihović

often to make a news story out of a piece of half news and to find an angle that can interest the media. However, just like some other trends that do not carry the epithet “quality”, this must be passed in a career.

What have we been brought by digitalisation? - Everything has changed in the area of communication – from the way text is written, the form, channels, target groups and much narrower targeting, to the easing of connecting and Headline has existed since 2008, a year we discovering interesting tools in communication. all remember for record-breaking budgets On the other hand, our daily life has accelerated, for marketing and communications. What or more precisely we end up doing much more has changed since then? during our work day or our free time. One way to - The team initially comprised three colleagues ease our operations is to integrate resources. who are still here today, while there are now Thanks specifically to digitalisation, we can around a dozen of us, so we have remained now offer both off- and online communicasmall, but it is precisely thanks to our hightion as the same platform. And thanks to that quality team and good we also have the same clients that we work on messages on different It is thanks to our major projects and crechannels, and can make it high-quality team and easier for clients to comate good things in comgood clients that we munications. Apart from municate and transmit work on major projects the number of people or messages. and create good things clients, the most change in communications has been in the channels Is it tougher or easier through which we comto be original and aumunicate, hence the Dkit part of the agency, thentic today? which deals directly with digital communica- We also have originality in the way we comtions. Much has changed even in classic communicate. That isn’t changed by the changes that are happening in digital or classic communications in the last decade. The topics able to attract the attention of journalists are munications. What I would say is currently different, the messages being marketed must more of a threat than in some previous years be much more precise, with much more effort is the trend of being trendy. A typical examrequired to attract attention to the client and ple is the emergence of general practitioner what they are doing. influencers... It is impossible for one person Tabloidisation has impacted directly on to write with equal admiration about a hotel, all segments of communication, so colleagues waxing cream, a healthy breakfast spread or a often use clickable headlines in order to get playroom where they take their children... But their own space in the media… Our job is I believe that this will also crystallise and that

Headline remains today what it was at the start - a small, high-quality agency that's fully dedicated to employees and clients and works on large projects

we will have more quality content in the period ahead. I believe in the younger generations and their need to be different. Has the increase in the number of communication channels and the redistribution of influence between traditional and new media led to changes in the habits and expectations of customers, clients, consumers...? - Our life has accelerated or, more precisely, the pace of our lives is constantly accelerating, and such a tempo is followed by technology and ways of communicating. It’s difficult to say what’s older in that - are new trends and media accelerating our lives, or are we creating them to support the pace of life? This is certainly all followed by the need to quickly transfer information and we often feel overwhelmed. Both our clients and those of us from the agencies need to be aware of that feeling. COMMUNICATIONS

BUSINESS LJUBICA VUKČEVIĆ HEAD OF RESEARCH & INSIGHT AT DIRECT MEDIA UNITED SOLUTIONS

We Always Track Changes In The Media The media is changing, and the time spent using the media is extending. This was also shown by the statistics of company Nielsen for the second quarter of 2019, in which users spent 11 hours and 45 minutes per day interacting with the media – television, TV-connected devices, radios, computers, smartphones and tablets – which represents an additional hour and 21 minutes of media exposure across all platforms compared to the second quarter of 2018

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mobile devices, which paves the way for two new development avenues: television as a mobile device experience is becoming a reality, while the simultaneous use of television and the Internet is on the rise. In our part of Europe, television is still the absolute leader in terms of investment and will certainly remain in this position for the next few years. The trends we spoke about last year – on-demand access, on-demand video, independent streaming, multi-screen rendering, flexible subscriptions and original content – will also be Television is still the present in 2020 when Television as a mobile dominant medium in it comes to television. device experience the region, in terms Regional providers of both reach and imhave realised the imis becoming a pact. In the wake of the portance of streaming reality, while the growing merging of the platforms, which expesimultaneous use of internet and television, rienced even greater television and the what will the overall expansion in 2019. If Internet is on the rise media experience of we look at innovative viewers look like? television advertising, - Events surrounding television as a medium United Media launched the Vida project, over the plast few years definitely show that which is the only one in this part of Europe Bill Gates’ predictions on the “extinction of to provide Addressable TV advertising. This television” were unfounded. However, it is a advertising is a combination of the best fact that television is gaining a completely sides of television and digital, a combination new form. Ever more people are abandoning in which one can get the power of the big their use of TVs. The internet enables TV screen and the ability to target accurately signals to be received on computers and and measure precisely from the internet. IRECT MEDIA United Solutions has this year once again analysed the media and the behaviour of users and brands, and presented a report on media trends for 2020. Included among them are brand new trends, or those that have been transposed from the previous year, upgraded through a micro-trend or a new area. We are continuing with the research in order to be in a position to unequivocally direct brands to where their customers are, says Ljubica Vukčević, Head of Research & Insight at DIRECT MEDIA United Solutions.

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Also specific to Vida is that this is one of three platforms in the world that allow the changing of ad blocks in a live programme. All in all, major changes are happening in television both globally and regionally, and we expect them to completely transform the user experience. The consumption of videos is on the rise around in the world, including in Serbia. What will change in the period ahead when it comes the placement and consumption of video content? - Video will also be relevant in 2020, but certain micro-trends will change within the overall trend. According to TGI Serbia, 76% of internet users consume video content, while almost half of internet users watch video content for more than two hours per day. This trend has also been recognised by advertisers, which is why in 2018 almost What are the trends that will mark 2020 20% of the digital mix was taken by video in this area? formats. IAB Serbia also recorded the huge - Trading on social media is already on route growth of video – by as much as 53% in 2018. to becoming the world’s main retail chanOn the sites of existing social networks, nel in the rankings of other media, such as videos are ranked higher than all other types websites and physical shops. Some 72% of of posts, as they naturally encourage the Instagram users have purchased an item engagement of users, while new video apthrough an app, but as it is currently not posplications flood the market daily (TikTok, sible to set up an Instagram shop in Serbia, Lasso and byte represent just a few popular this trend is still in its infancy in our country. examples from this year). Although there is Then there’s so-called “ephemeral” content, no doubt that shorter which will have its own videos are easier for role to play in the comAccording to TGI users to process, they ing period. Instagram Serbia, 76% of internet don’t enable brands to and Snapchat Stories establish an emotional represent perfect exusers consume video connection with users amples of this type of content, while almost that would leave a lastcontent. Research into half of internet users Generation Z that was ing impression on them. watch video content conducted by DIRECT That’s why longer video for more than two MEDIA United solurecordings will be a new hours per day micro-trend, given that tions and IPSOS clearly they enable the display shows that we have a of content that will remain in the memory generation ahead of us that is anxious when of users or contribute to their education it comes to what others think about them. – whether about products or brand values. This is why ephemeral contents are suitable for them – those that remain only for a short time and then disappear. Another trend that Considering their ubiquitous nature, it is we should mention is new platforms such as understandable that social networks have Snapchat, Pinterest and TikTok, which already become an integral part of online marketing.

has about 500 million active users. In terms of number of downloads, TikTok is ranked higher than Twitter, Linkedin, Pinterest and Snapchat. It was the most downloaded app on the Android platform in January this year. The number of influential personalities on social networks is growing, and with it comes the growth of marketing spending among companies in the field of influential marketing. Can we expect changes in influencer marketing? - It is correct that spending is growing in this area of marketing and that influencer marketing, while not a new trend, will last for some time. Advertisers now not only collaborate with one or two influencers, but rather also work with an entire network of small, relevant influencers for specific market segments. With such influential personalities they get far more engagement at a lower cost. In the future, ever more marketers will use this strategy and work with more personalities who have less influence instead of one celebrity. COMMUNICATIONS

BUSINESS MIRJANA VIŠNJIĆ GENERAL MANAGER, WE MEDIA AGENCY D.O.O.

We Are Able To Play I think we are in one of the most beautiful businesses that exist, primarily because it is based on our imagination. We are able to "play" with our clients' expensive products and imagine what we could do to make them better. WE Media Agency's team "plays" every day with one of the most expensive products, because we have fallen in love with PR and marketing in real estate, and for the most part, we operate in that field. So, basically, every day we "play" with real estate

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stopping for a second and asking ourselves WHERE IS THE BUSINESS TODAY AND are we even capable of saying “no “or even WHERE WAS IT YESTERDAY? how to say “no “. If someone had told us about fifteen years ago about all the things that would WE WORK FOR YOU change in our business, we would have said The privilege that every newly or refor sure that it would be possible, but that all of that would wait for us longer. Although cently established agency in the market has we are a small community in a country that is to imagine how it will never experience a is not too big, we are managing to keep up. situation where an account executive, who’s Someone does it at a slower pace, someone been in the business for less than a year, gallops. And since we are in an era of everydetermines the destiny of a bunch of clients. When we start a new project with passion, we thing we don’t know, we are making small continue working on it with passion. As long discoveries on a daily basis. In PR, marketing as we know all our clients’ birthdays and we and the media, the proverbial “15 minutes of are doing only the right thing for them, we fame “has never been shorter, and we have to send out a message that we are only doing learn something new and complicated every business with them. We manage our time well, day. All the archived images have long since which gives us the ability to create whatever become animation frames and all simple our clients want us to create and then add words and projects are now pronounced to that at least half of significantly more comwhat the client never plicated to make them In PR, marketing thought of. In the end, more interesting to cliand the media, the we are all delighted with ents. It is still important proverbial "15 minutes how we have won. At that our clients think of fame "has never some point, which neithat we have invented something brand new. ther the client nor the been shorter, and Considering the fast agency can accurately we have to learn pace, stress and exasdescribe, it often hapsomething new and peration that we experipens that this gets lost complicated every day and that the director ence in our work every and those executives day, is there no greater close to them never find the time to ask privilege than the opportunity to stop and the client how they are and whether they look at where we are and what we are doing? are satisfied because the invoice has been How many times have we been able to say paid. Over an accidentally wasted period of “no “to clients this month or last year? Not time, there is a switch from the initial “we because we were exasperated, but because work only for you” to “we work for you, for we meant well. Considering how rarely we us, for them.” Thinking of the many known say “no”, there is no better plan for today than

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and lesser-known companies in which I evolved, it seems to me that I evolved the most in my own company because I have never said “no” so many times before. My team members have also learned to say “no” often. OK, it’s clear that it hurts more when they say “no “to me, but how can I say “no “to clients? Well, it seems that I can and that I am quite good at it. have thought and struggled with my own demons for a long time because I cannot act WE SAY “NO “FOR YOUR OWN GOOD on her advice when her portfolio is a clear I am pleased to note that WE Media example of her success. I really struggled! Agency works with clients who are better While we were looking for a magic strategy than others. Well, we were just lucky. By for a big client to prove to them that even we, some miracle, our portfolio is made of only who have just launched an agency, can work good clients, and I don’t know how to explain well, we happened to get a client whose logic it except that we were lucky that we got the was the most suited for clients we really wanted us to remember and to talk to and to whom True, sometimes implement because it we could say “no “if they saying "no" was just consisted of very few came up with a strange, scary and it felt like words and was roughly bad or a “completely we and the client based on the followdifferent” idea. True, have just experienced sometimes saying “no” ing: “Whenever you was just scary and it felt don’t like something, a "doomsday", but like we and the client just keep in mind that something pulled us have just experienced a tomorrow is a new day, out every time “doomsday”, but someand maybe the new day will love you more.” Bething pulled us out every time. I give compliments to us as people tween those simple yet big words, and our and professionals, so I naively want to believe desire to offer the customer added value, we that it is because they have recognized that got the first great client and the privilege to we think in their best interest. Many years work easily and beautifully. I cannot lie and ago, the director of a much larger agency say that, even in our agency, we did not have asked us “do you really think I intend to fulfil an account executive who said, at a certain everything I promised to the client because point, “wow, is there no end to this client’s even the client does not expect it and knows demands?”. However, I guess that with this we are lying to him”?! I have to admit that I easy-to-learn philosophy, we were lucky

enough to work only with the people we wanted to work with, have lunch with, quarrel with, and truly hate their competition, as well as to be sure to say that “no” at least twice a week to never forget that we have their best interests at our heart and that what the client wants is not good. Because the client also gets tired and does not demand something good, but rather bad or mediocre for themselves. In that case, why would the client even work with us if we cannot explain why sometimes “no” is better than “yes”? SAY “NO “TO US FOR OUR OWN GOOD After a successful event, we organized for their company, the aforementioned big client asked us, only minutes after telling us how satisfied they were because of the accomplished goals: “So, what was so great that you did for us? Everything was only good. “So, while everyone was congratulating them, our agency got a slap on the face, and the “throw them to the lions” treatment. You can dwell on what this man really wanted to say or practice the well-learned philosophy of “tomorrow is a new day, and this new day COMMUNICATIONS

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could love me more”. The next time you hear that what your proposal was not the best and someone else thought faster and better, you may still wish that you heard “no” more that month. I mean, for your own good! Aren’t we support in creating benefits for our clients? If they are doing well, we benefit too. And how would they do well if we didn’t say “no” to them? And how are we going to do well if we haven’t heard “no”? And how are we ever going to be great if we just do good? None of that will work if we don’t care, because then everything will always be just “good “. One of the great professionals and the CEO of a major international company that we had the pleasure of working with for almost two years, always used to say that he was genuinely looking forward to every time he heard an idea promoting his product in a bolder and better way. He usually focused on PR and marketing for an hour the most, and when he liked something, he praised the idea so much that you were felt sorry that you didn’t offer another good one. Isn’t it logical to be turned off by something mediocre and stupid? Of course, for our own good! 18

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NOTHING NEW, JUST concept based on everything that we were once taught, which is that everything is BEING COURAGEOUS! based on people, so every now and then, we I think we are in one of the most beautiful create a character for a building, and that is businesses that exist, primarily because it how we present it; we imagine, so to speak. is based on our imagination. We are able to Since we already assigned a character to a “play” with our clients’ expensive products building, it is only logical to find a company and imagine what we could do to make for that building, and then we can easthem better. WE Media Agency’s team “plays” every day with ily identify the target one of the most expengroup. As soon as we We always have our bring the building “out sive products, because clients' best interests for lunch “or “a dessert we have fallen in love at our heart and we “for the first time, we with PR and marketing always have clients immediately recognize in real estate, and for whom we are eager to who “took fancy to it “. the most part, we optalk to and happily say From then on, we only erate in that field. So, "no" to. And vice versa! nurture its style, refurbasically, every day we That's why we get “play” with real estate. bish “its wardrobe “and along so well! You might ask what is keep “it young and fit “. so interesting about This is nothing new. We real estate, which many consider being are just being courageous! Where does a quite a very rigid segment? When we got property get its character come from? Well, our first major real estate project, an older it does have character since we gave it one and experienced colleague asked me wisely, because we always have our clients’ best “What are you going to do with that and how interests at our heart and we always have are you going to promote this building?” clients whom we are eager to talk to and And then we played around a bit and even happily say “no” to. And vice versa! That’s became experts of a sort. We applied a why we get along so well!

BUSINESS TAMARA BEKČIĆ, GENERAL DIRECTOR AND MILENA AVRAMOVIĆ, EXECUTIVE DIRECTOR CO-FOUNDERS OF AGENCY CHAPTER 4

Chapter 4 Jubilee: Quality Wins Clients E

very client isn’t just a story for itself, but rather an entire book. This book is constantly being written, grown and developed, and in that lies a special value that we build, providing strong communication support for the business goals of companies and their management teams on our market, reveal the co-founders and directors of Chapter 4, speaking to CorD Your agency’s 10th birthday also provides an opportunity to celebrate the extraordinary business results that we congratulate you on. With what kinds of plans, ambitions and expectations are you entering the second decade of your work? - Tamara: Thank you for the congratulations. We are very proud of this anniversary throughout the region, and most of all we’re proud of our team. We will continue to respond to the needs of clients and industries, investing in people and the “evidence-based” approach to effective and tailor-made communication. We have some interesting plans for the actual celebrations of our anniversary. It will be a real reward for the loyalty of Chapter 4’s people and clients, something not previously seen in Serbia. A great team of carefully selected professionals and creative individuals, and relationships filled with trust that you’ve built with your clients, represent – we assume – your recipe for success. And what are the “spices”? - Tamara: In everything we do, we nurture a clear strategic and ethical Chapter 4 approach and a combination of knowhow, skills, creativity and a way of thinking that’s unique

to us. That’s why quality is primarily important, along with professionalism and a proactive approach, dedication, extraordinary knowledge of the client and their industry, analytics and constantly listening to the pulse of target groups and the market. What makes our job particularly dynamic and wondrous is the fact that every success we achieve today means nothing if we don’t have a plan to surpass it tomorrow. Technology has changed us. Do you see changing the way communications develop as a good or bad thing? - Milena: I often repeat that there has been a need for communication since there’s been a world, i.e. a need to convey and understand messages, and that means that essential communications have not changed much. The basis of good communication is comprised of four postulates: strategic approach, content, transparency and ethical approach. What has changed over the decades are the tools and channels that we use to reach our target groups in an optimal way. It is good that technological development and social networks have contributed significantly to faster communication. Thanks to the internet, news from one corner of the world is now available to everyone in a matter of seconds, and it is up to us communicators to always be ready and to respond in an appropriate way. That is why those four postulates are extremely important, because they’ve brought only good to agencies that deal with communications consulting and communications departments within companies.

PR agency network of 10 Chapter 4offices in 10 countries, along with a large number of partners across the CEE region, is preparing the10th birthday celebration. This jubilee will be used to upgrade agency strengths, cooperation with clients, and further market positioning in a strategic and creative sense

Your agency is said to distinguish itself from the competition due to its strategic approach to planning and implementing communications programmes, but also the communications training that you organise. What else makes you special? - Milena: We approach every client and project in a unique way, inherent to a defined strategy. Each member of our team is specialised in a specific area, whether that’s ICT, consumer goods, pharmaceuticals, finance, the automotive sector, cosmetics etc., which helps us to understand the essence of clients’ business goals and to create, on the basis of them, an appropriate communications strategy and to actively implement agreed plans. COMMUNICATIONS

BUSINESS NEVENA KURTOVIĆ MANAGING DIRECTOR, FUSION COMMUNICATIONS

We Love This Industry Integrated communications agency Fusion Communications is the author of the most award-winning campaigns. Comprehensive communication strategies are the basis for their services – PR, experiential marketing and social media marketing

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e, at the agency, are aware of the responsibility we bear, both towards our community and our roles. We are here not just for short-term campaigns, but for reliable and long-term cooperation that always turns into partnerships. Our clients know why, says Fusion Communications Managing Director Nevena Kurtović.

standards as to what will be accepted broadly as a good campaign. Virality is often organic, without much effort, so to be able to top that with a carefully planned campaign you really need to have a good team and good ideas.

Is it easier to implement every campaign today thanks to the many channels of comWe are continuously munication? The technical and creating and telling - That very much detechnological aspects our clients' unique of communications pends on the campaign, brand of story are changing at incomthe message, the target group. Having so many prehensible speed. through a variety communication channels But what about ideas; of communication is a wonderful thing and there’s no crisis of creachannels one of the many changtivity? - The rapid change in es that I am sure most technology and the opportunity it gives the communicators are excited about. However, industry seems at first very challenging. every channel is for itself. Even though you are However, I firmly believe that, if anything, it seeding the same message across different is actually quite the opposite of a creativity channels, you have to really adapt the way crisis. The open worldwide market we can all you send it, the way you ’pack’ the message, witness and be part of only gets the creative so that your audience can hear you and, even competition going, therefore really setting high more importantly, believe you.

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Apart from speed, social networks have another great advantage over conventional media in terms of interactivity and two-way communication. How truly important is that in your business? - In any communications, two-way communication is key, otherwise we are just talking to ourselves, and what good will that bring us? There is no difference whether it’s an individual, corporate sector, brand or any kind of advocacy. You have to first listen to your audience and respond. I think that we sometimes downplay the fact that the digital revolution has actually given us an opportunity to tweak our campaigns in response to the reaction of our public. Through their feedback, you can hear what they actually think about you and/ or your product. Of course, one of the biggest challenges is to sort out the ’’haters“ from actual grounded negative feedback or constructive criticism, which is one part of our analytics that has a tough job. You’ve dealt with all segments of communication, from crisis management, via corporate - I honestly believe that the answer is yes. It communication, CSR and strategic planning, to maybe requires some adjustments in these social media and integrated campaigns. Which relationships, however I truly believe that it area has undergone the biggest changes and is as you asked – we learn from each other. where is progress most obvious? This is another change to which older gen- Everything has undergone change. The fact that the channels of communication have erations are becoming accustomed. There changed and that we have a different way of used to be situations where the new generatalking to our audience tions learned from older has had an impact on all ones and that’s that. The digital revolution of the aforementioned. Now there is so much has given us an That’s because we are to learn from new and opportunity to tweak actually talking “with”, upcoming generations our campaigns in as opposed to talking that it is wonderful. I “to”, our target groups. honestly feel that everesponse to the I would say that this is ryone should step out of reaction of our public the biggest change, and the “you are young, what from there it effects all do you know?” state of segments of communication. mind. It is a good two-way learning street that everyone can benefit from. As a result of technological advances and technical aspects, the communications area What is the secret to successful commuis slowly being taken over by new generanication in a world and time full of “noise”, half-truths and disinformation, and an overtions, though we believe they still need the abundance of diverse content? experience and knowhow of old marketing - Just stay true and honest. Stay in your lane. magicians. Do they learn from each other?

Address your causes honestly, in line with your strategy and beliefs. Your agency is renowned for its long-term partnerships with clients, which has turned out to be the best recommendation for new jobs. What is your secret? Commitment? Respect for wishes and needs? Measurable results? - I don’t think there is a specific “secret” to building these relationships or partnerships with our clients. As in the previous question, we at the agency love this industry; we love to learn new things and our core business is communication. With all the changes of past years, one thing that will never change is the need to communicate – if you do it the right way, honestly, always aiming to achieve the best results for your partners and clients, the recommendations and new business will always be there. COMMUNICATIONS

BUSINESS ALEKSANDRA KOŽUL COMMUNICATIONS DIRECTOR, EXTERNAL, INTERNAL AND DIGITAL, AT NOVASTON

Shoppers Want To Stop & Shop C Novaston, as an independent real estate platform, is changing the known concept of retail parks to suit the needs of the domestic market – shoppers in Serbia actually want a place where they can spend quality time with quality and affordable shopping

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investments in marketing are very low or almost non-existent. In the case that they do use marketing services, this usually boils down to several major campaigns, like a Christmas campaign or campaigns to promote the new shopping season. However, in our country the “stop and shop” concept is still not developed in the right way, because shoppers here also want to have additional entertainment, frequent sales and to enjoy the performances of In which way does the marketing approach used by retail parks in Serbia differ from celebrities. In order to achieve the one used abroad? this, and in addition to - When we compare reNovaston was founded standard campaigns, tail operations abroad as an independent real we have also introto those in our country, estate platform, with the park’s main differduced additional acNovaston Marketing ence is in the status tivities like celebrating Consultancy being one that it has, which corthe birthdays of retail of its subsidiaries parks and various responds to how much holidays, the summer they invest in marketseason and periodical ing in other countries and that retail parks are organised in shopping days and weekends. Retail parks such a way that they are used solely for in Serbia today differ from shopping malls shopping. They have one supermarket and only in terms of the size of open spaces, several shops with famous brands, prices because they have a roof. In many cities, are more affordable and the comfort level retail parks are the only serious shopping is higher in terms of parking and open centres and places where people gather. spaces. Shoppers have only one goal, which is to shop quickly, practically and How different is the approach that retail at affordable prices, and this is known parks have to communication compared to abroad as “stop and shop”. Accordingly, the way certain brands within them comonsumer expectations are essentially the same – they want good brands, quality and affordable prices, additional value in the form of discounts, sales and vouchers, but also to have fun while shopping, to learn more, meet interesting people and find out something new. We can give them all of that ~ says Novaston’s Aleksandra Kožul.

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municate, and what are their target groups? - In the case of retail parks, communication must be such that it satisfies three sides - leases, consumers and the retail park as a brand. The focus is on all the brands that are sold in a retail park and their benefits, as well as on the interests, needs and wishes of shoppers, but in such a way that it actually shows the retail park as a unique brand. The point Is to create and maintain the reputation of a retail park as a place for unique shopping and good entertainment.

and affordable prices, additional value in the form of discounts, sales and vouchers, as well as to have fun while shopping, to learn more, meet interesting people and find out something new. They do not distinguish between shopping centres and retail parks, as they view them both as places where they shop and have fun. If one of these segments is not sufficiently developed, the number of shoppers can be compromised. It is therefore important that both aspects – shopping and entertainment – are well-balanced and communicated to the public in the right way.

Is there a universal solution or a universal message that can be applied in all situa- What future trends can we expect? - Personalisation is a trend that has been tions and markets? - Each retail park is a channel that commu- dominant for quite some time now. New nicates for itself, and the way of communi- technologies today allow the direct involvecating depends on the location, micro and ment of the customer in the production macro markets, target groups, and type of process. Many brands go a step further by park. The situation is not the same if a retail enabling their consumers to fully create park is located in a larger city where there the product in the way they want. On the is strong competition and thus a stronger other hand, the trend of growing investbrand campaign is needed, or if it is in a ments in social media, which have long smaller town but outbeen taking the lead in digital marketing, will side the centre, so you Consumers want continue, and they are have to do things that places where they can a key part of today’s will attract residents shop and have fun. If marketing strategies. and change their habits one of these segments Some brands have over of only shopping close is missing, the number half a million followers to home. This kind of of shoppers can be on Facebook in Serbia operating, approaching alone today. Blogging each client and every compromised plays an increasingly project carefully and important role, as conwith unique analysis and a custom-made proposal, is what makes sumers like to hear first-hand recommenour company special. dations. For this reason, more and more seriously minded companies are using blogs How much have consumer expectations on their websites to attract visitors and turn changed since the time of the first retail them into customers. Everything today is parks, given that today there are quite a about content marketing, and blogging is few of them around? the most popular example of that. - Consumer expectations are essentially the same – they want good brands, quality Influencers are increasingly engaged by

brands and companies to deliver key messages. Can they bring new consumers? - Audiences increasingly trust 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, while 39% plan to increase investment in this form of communication in the period ahead. So, companies should cooperate with influencers, but only with carefully selected, uncompromised ones. It has also been revealed that influencer marketing achieves 11 times higher ROI than traditional forms of communication. However, we must keep in mind that their role changes over time and they face new challenges, like any other channel of communication. COMMUNICATIONS

FACEBOOK WILL STILL BE THE KING OF SOCIAL VIDEO This year, several streaming services will enter an already crowded market at a time when the TV industry is trying to stop its losses. In other words, the TV and digital video landscape will be noisy. Where are advertisers looking to allocate more of their video ad budgets? Connected TV and social video are two growing areas within digital video advertising. US marketers will increase their 2020 connected TV ad budgets 28.0% to $8.88 billion. Social network video ad spending by US marketers will grow 23.2% in 2020 to $13.44 billion. How will digital video ads be purchased? An increasing share of video ad dollars will transact programmatically. In 2020, US marketers will spend $27.23 billion on programmatic video, which will account for 47.5% of all US programmatic digital display ad spending. Will video ad measurement get easier? No. Marketers will continue to struggle to tie together their campaigns across TV, OTT and social video.

INTERESTING ADVERTISING STATISTICS Advertising has evolved over hundreds of years to become a key driving force behind the modern economy. The third decade of the 21st century will see the industry enter a new age of technological possibilities. Virtual and augmented reality will bloom as advertising gets a face-lift, with outdated approaches destined for the scrap heap. * Social media advertising budgets have doubled worldwide, from $16 billion in 2014 to $31 billion in 2016. * Acknowledgment is key: 77% of Twitter users appreciate a brand more when their tweet is responded to. It takes about 10 hours on average for businesses to

respond to a tweet, even though customers want a response within four hours. * Average advertising costs for small business operations that use Google Ads as part of their online advertising strategy are between $9,000 and $10,000 per month. * 76% of marketers fail to use behavioral data for online ad targeting. * The average person gets bombarded with over 1,700 banner ads per month, but only sees half of them. * 84% of people expect brands to create content. About 45% of B2C marketers believe visual content is their most important type of content, while 88% of B2B marketers agree that creating content makes their audience view the organization as a credible and trusted resource.

AMAZING ADVERTISING FACTS * The most expensive advertising campaign of all time was created by Chanel. It cost $33 million, of which $3 million was paid to Nicole Kidman, who starred in the video. * As soon as chewing gum ads started showing people chewing two pieces of gum at once, sales doubled instantly. That’s because people also started to chew two pieces at a time, just like they’d seen on TV. * In 1450, Johannes Gutenberg invented movable type printing. This led to the birth of a new era of advertising in the form of the handbill. The lithographic process was perfected in 1796, giving rise to the illustrated poster.

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DID YOU KNOW? * Advertisers often use a technique called „affective condition“ where they take a product and place it next to other things consumers feel positive about. For example, detergent brands often associate themselves with babies, sunshine, and flowers, even though detergent doesn’t have anything to do with those things. Repeatedly displaying the brand alongside feel-good images makes people think more positively about the product.

* One of the more mind blowing facts about advertising is that most watches displayed in advertisements are set to 10:10. Why? Because the watch’s hands frame the brand name and create a smiley face.

ONLINE ADVERTISING STATISTICS * Google and Facebook still hold the largest share of total U.S. digital ad spending, with 37.2% and 19.6% respectively. (eMarketer) Even though both companies’ market share is declining thanks to competition from companies like Amazon, Google and Facebook remain the two most dominant forces on the market.

* 70-80% of users ignore sponsored search results. This shows the advantages of ranking organically instead of paying Google to pin your page to the top of search results. Not only do most users ignore sponsored search results; they’re also more likely to distrust the brand that’s advertising itself. * In the span of just one year, from 2018 to 2019, the total number of devices around the world with ad blockers rose from 142 million to upwards of 615 million. (PowerTraffick)

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BUSINESS SANDA SAVIĆ DIRECTOR OF CORPORATE AFFAIRS AND COMMUNICATIONS AT HEMOFARM

Success Is Unlocked By Words & Confirmed By Images

Hemofarm is a regional leader in the pharmaceutical industry, with record volumes of production, a record number of products and record sales, but it is also a leader in the field of sustainable development, corporate responsibility and both external and internal communication

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a dilemma: who to trust more - the ear or the ord and images in tandem have eye? Are the words we say or the image we unique power - person today someoffer about ourselves more important when it times listens better, in some situacomes to being successful in business? Actually, tions looks more closely, but whatever the case the key is in treating words and images equally. is we need to be careful all the time about what we are saying and in which way - this was one of ABOUT THE POWER OF the messages from a lecture to scholars of the THE EAR AND THE EYE Hemofarm Foundation about the phenomenon From experience lasting more than two of verbal vs. visual. decades that has largely been gained in the Students of the Faculty of Political Science domain of journalism, I can tell you that, although have, or at least used to have, the opportunity it is increasingly visual, the world cannot exist to learn about the importance of quality comwithout the verbal. We know the adage that munication through examples from life. One of a picture is worth a thousand words. I would the professors greeted each new generation disagree! If there is no appropriate verbaliwith the story of a man who lost his life because the communication – in sation, the meaning of this particular case the the image can remain An image and a word relaying of a message mysterious. Just look most often need - was not good. At the at how many slogans of to go together, to time, a comma in the popular brands we know, complement or assist wrong place led to the while at the same time one another aforementioned man, we’re not sure what their who was otherwise an visual solutions look like. inmate, being sentenced Of course, there are opto death instead of being acquitted. posite examples, but all of this simply proves This is a story about the importance of that an image and a word most often need to go correct communication from the time of the together, to complement or assist one another. telegraph, while today, in this most technically So how do we present ourselves in the best and technologically advanced stage of human way through a word and an image? civilisation, we face particular challenges. Due to the abundance of information and channels ABOUT THE WORDS (MESSAGES) - HOW of communication, life in this 21st century is often WE BUILD A VERBAL PICTURE OF OURSELVES reminiscent of a mega-hive in which a mass of Regardless of how much transformation it noises and a deafening cacophony are further has experienced over the centuries, it seems burdened with an abundance of images and the that the WORD will survive everything, so we visual. People are today often confronted by

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should go beyond the definition of communication as the process of sending and receiving messages. A good communicator always cleverly leads communication, because he is aware that - apart from relaying a message - it also impacts on strengthening relationships, building an impression and opening the door to various personal and professional successes. Experience has taught me that there are five crucial factors in communication: TRUST (that’s why we should never presents facts, a situation or oneself as being different from the way they actually are), TRANSPARENCY (don’t hide information about yourself, because it is now easier than ever to acccess accurate information ), RESPONSIBILITY, or responsible behaviour towards oneself and others (including responsible behaviour in social media comskills, what the business community says about munication), REALITY (your personal brand the individual, but also the impression we create should represent what you really are) and with our outward appearance. LOVE and PASSION, as the necessary spices The fact that we live in times when a picture (a job that you don’t love is one that you won’t often dominates is precisely why the image we do well or for long). have in the professional public is very imporThe message is ACTION, which moves things. That’s precisely why it’s important to tant. Each of us becomes our own brand, so for always keep in mind that the message we send this reason it is important for us to build and should be clear, precise and easily understandanurture that brand. Of course, the main pitfall lies in finding ble, and - depending on the situation - both short a balance between the real and the desired and interesting. Whether your message will be self in creating a personal grasped in the right way, image. The Museum of but also remembered, I believe that, in Illusions can serve as a doesn’t depend only on addition to good good example. As I wonits contents, but rather communication, also on the intonation dered, if just posing for other elements are and body language. What pictures acts so convincimportant for success you have said is often ingly, how much is illusory marked precisely due in people’s relationships – such as knowledge, to the way you said it. when you are limited to work, dedication and Thus, speak slower and channels and the context circumstances clearer, and accentuate of communication. It is the right places. The way for this reason that my one speaks impacts greatly on the image an advice to colleagues, especially young profesindividual enjoys in the professional community. sionals, is: “Before you move towards achieving a goal, do your own personal swot analysis, i.e. ABOUT THE IMAGE - HOW WE perform an overview of your strengths, weakBUILD A PERSONAL VISUAL nesses, threats and capabilities”. You will find When it comes to the personal image of that this meeting with “blank paper” isn’t easy. each of us, it emerges as a mix of various factors: Moreover, try to carefully consider how business results and references, reputation, you see yourself, how others see you, and ways of treating colleagues, communication what you think about how others see you.

This overview of self and one’s own situation is usually very useful, so I also apply it myself in some situations. I otherwise belong among the ranks of those who believe that, in addition to good communication, other elements are important for success – such as knowledge, work, dedication and circumstances. We may be separated from the telegraph era by centuries, but the postulates and importance of high-quality communication have not lost their importance... We need to be aware that each of our utterances in public sends a message, provides information about us, clarifies, confirms or corrects someone’s opinion, in short – influences others and, regardless of context, builds an image of us. That’s why communication doesn’t permit relaxation! The WORD and IMAGE in tandem have a unique power - today’s person sometimes listens better, in some situations looks more closely, but whatever the case someone always follows all of your verbal and apparent selves. And don’t forget that leaders in different industries – the ones that history remembers – were for the most part also good communicators. COMMUNICATIONS

BUSINESS DANFOSS

Danfoss launched a bold global campaign in 2019, opening a new chapter with 'Danfoss - Engineering Tomorrow', a brand that communicates Danfoss’s role in building a better future, focusing on mega trends and sustainability. And not just that

y taking this global course, Danfoss Serbia is keeping pace with global trends and still thriving with promising results year-on-year in all segments: Heating, Cooling and Drives. Like many, we are also in digitalisation mode.

FROM THE DANFOSS POINT OF VIEW Trends 2020. More and more switching from face-to-face to digital. Being B2B means that our communicational approach towards our customers is changing. Direct contact is still the top-notch to our business. However, in order to keep influencing decision-makers and industry influencers, we are creating new ways and tools for communicating with customers. New generations of customers are starting to work in our business and Danfoss also has tools to approach them. These trends are becoming increasingly relevant within our Serbia TG, too. Every part of our company is adjusting to the changes of digitalisation and global mega trends. We recently introduced the ultimate end-to-end digital experience. The Industrial Internet of Things (IIoT) and Industry 4.0 are the trends in automation and connectivity that are allowing us to change the way we work to further drive clients’ success. This transformation involves more than just components, technology and features. It means seeking innovative excellence in 28

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Adding New Dimensions To A Strong Brand everything we do to provide customers with the ultimate, end-to-end, digital experience. Tools. With our focus on the customer, our aim is to go beyond merely responding to their needs. We aim to provide them with new and better solutions, which include Danfoss online tools. The crucial part of successfully adopting communications tools in B2B is promotion among, and education of, future users. The other side of the story is database management and the creation of campaigns to obtain customers who are informed, involved and interactive. Social media prove a helpful tool,

but still not the one and only. With customer email journeys and newest Danfoss digital tools designed for our target groups, such as engineers, installers etc., we are reaching greater relevance and target audiences. It comes in handy to get all the answers from your pockets – mobile devices. Each segment has developed a useful tool for installers, with consideration for their everyday work. Installer App is like having a second toolbox right in your pocket, at the point of installing heating solutions. Coolselector®2 helps you run unbiased cooling calculations based on a set of operating conditions, optimise and then select the best components for your design. DrivePro® app for fast access to the DrivePro® services, for improved productivity, performance and uptime of your Drives systems. All tools are free to download from the Google Play Store or Apple Store. Being Danfoss means having dedication to engineering solutions that can unleash the potential of tomorrow. We are continuously adjusting our existing communicational approaches for customers, ensuring that we remain relevant and dedicated to meeting their needs.

BUSINESS MARINA SAVIĆ HEAD OF CORPORATE COMMUNICATIONS FOR SERBIA AND MACEDONIA AT ATLANTIC GRUPA

New Channels, New Possibilities O

is completely different today and that new channels have enabled direct and targeted communication with all our stakeholders, as well as quick feedback information. We can talk about exchanging facts, points of view and ideas with the aim of achieving mutual understanding and building good relations with the company’s target groups. The revolution in communication is in the mass approach, the overcoming of You’ve been at the same company for three dimensions of space and time. Social networks decades. You started working there while have changed the way people communicate it was still the socially-owned Soko Štark completely , they’ve even changed the way company, while today it is part of one of the people live. And these changes are so rapid largest systems in our region. Has absolutely that some networks have almost completely everything changed? disappeared in the last ten years and some - Everything is constantly changing, and therenew ones have emerged. The future, it seems, fore also the way of communicating as a direct will also be very interestreflection of the changes to the operations and ing. That which no one We at the Atlantic considerations of the anticipated is actually Grupa are continuously companies themselves, happening right now – building good practices not to mention technonew platforms are reducof transparency, logical development, ing the written word and openness and digitalisation and new placing an emphasis on accessibility communication tools visual content. and channels. Apart from that, people and habits also change, as How important to your work is direct and do expectations and perceptions, and change targeted communication with all stakeholders, needs to be adapted to and accepted as part and how important is fast feedback on a new of our daily lives. We at the Atlantic Grupa are product that’s been sent to market? aware of this and are really constantly working - The key to success is an integrated and conto improve the process, but also the people. tinuous approach, which implies consistent messages that we send to different audiences In 30 years, how much has changed in the about the company and our products. Stated communication of your company and brand most simply – Integrated responsible comover these 30 years? From your personal munication with all our users, with the desire to perspective, which of the changes was the hear their needs, attitudes and ideas, because most revolutionary? it is only in this way that we can respond in the - During the 1990s, the communications of right way. the company were one-way, sporadic, and Digitisation has certainly become a new not at all proactive. We know that the picture way of life, and it is therefore evident that we ur company is a dynamic system that quickly adapts not only to the demands of the market and consumers, but also to the needs and expectations of its employees and all stakeholders, and the key to success lies in an integrated and continuous approach, explains Marina Savić, speaking to CorD.

Large companies like the Atlantic Grupa, should use their good practices to be generators of change, thereby encouraging prosperity and building a society that's more just as a whole. That's how it used to be, while it was Soko Štark, and as it is today

are increasingly focused on online channels in brand communication, through which we can reach every consumer and quickly obtain the feedback that is very important for us in making business decisions. On the other hand, we strive to promote our corporate values, our corporate culture, which implies respecting diversity, according to all bases, to show our social responsibility and operations appropriate to a fair play market competition. COMMUNICATIONS

BUSINESS ADVERTOUT

The Dream Factory

Our mission is to offer clients imaginative and striking inflatable products, which invite consumers on interaction at promotions, are easily remembered and recounted for a long time

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water or stand firmly on the ground. The shape t Advertout, we enjoy challenges. That and size of the product can be part of our is why we decided back in 2005, to standard offer or we can design them to fulfil deal with marketing, but to do so in your exact specification. a different way. Thus, They are resistant to over the last 15 years, our Today, in modern all atmospheric condiexperienced team has marketing, the conceived and produced tions and their special consumer is a large number of the advantage is very fast everything, because most varied inflatable installation and mobility, his perception of the products - from arches which makes them easand helium zeppelins, to ily transportable from product is what will inflatable special shapes one promotion place to prove decisive about such as mascots or snow another. the failure or success globes. Our inflatable In classical marketof that product on the products can be high in ing theory, the so-called market the sky, floating on the 4Ps were implied, so the

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consumer was indirectly considered. Tobrand thus represents the culmination of the complete marketing process, as it summaday, in modern marketing, the consumer is everything, because rises within it all elements his perception of the of the marketing mix. The Our products are product is what will success of a brand reprecharacterised by their prove decisive about sents the culmination of all striking originality, the failure or success activities, ever undertaken exceptional quality, of that product on the with the aim of succeeding durability and market. The 4Ps will on the market. reliability. They invite certain continue to As such, ever more have importance, but brands are opting for nonpeople to interact and today, it’s the posistandard forms of advertistake pictures with tion within consumer ing, to make their marketing them, which later awareness which is campaigns more dynamic, on, share on social the determining facattractive and completely networks unique, using Advertout’s tor for success. The

inflatable products. This type of product is ideal for all types of outdoor sporting events marathons, cycle races, auto and motor racing, concerts and music festivals, but they can also be used as perfect utilization for representing brand, whether at fairs or exhibitions, in shopping centres or in front of company’s headquarters. Our products are characterised by their striking originality, exceptional quality, durability and reliability. They invite people to interact and take pictures with them, which later on, share on social networks. The Advertout’s product range has expanded throughout the years, so today we have over a hundred different products, which – apart from Serbia – are exported to 23 other markets, from West Europe, Russian Federation to Middle East, and countless satisfied clients. Today, we at Advertout can boast of being the regional leader in the production of inflatable advertising products, and one of the most renowned manufacturers globally in this field. Whether you have a fully formed marketing campaign or product concept that you want us to bring to life or if you don’t have a brief at all, our in house team of designers will work with you to develop even the most complex projects. Our commitment to supplying inflatables with exceptional attractiveness and high quality, under short deadlines, represents just one of the reasons our clients return to us year after year. Professional assembly/disassembly of the product, support during events, product rebranding, service or product storage –represent just added bonuses. Therefore, if you’ve been tasked with creating an unforgettable launch event or you need an unusual way to start a new marketing campaign, we have got an inflatable solution for you. COMMUNICATIONS

BUSINESS POLARIS

If You Don’t Measure It, You Can’t Improve It

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BUSINESS

he digital and tech revolution pushed advertisers to market brands and services as cleverly and effectively as possible to consumers. The world of communications has become far more complex than it was 15 years ago. Media, communications and brand agencies need to find state-of-the-art solutions, which will generate optimal ROI for client’s investments in marketing. Still, many companies do not have a clear and continuous measurement of marketing results, brand trackers on a regular basis or sales and promo activity data, which is shared with partners (agencies) orderly to be used in advanced econometrics models predicting consumer patterns of behavior, and could help in identifying the right channel allocation to maximize sales. In the age of Instagram, websites, clicks, influencers, Netflix, and countless on-demand TV channels, the consumers purchase habits have changed completely. It has become increasingly harder to understand the consumers ‘journey’ to the chosen brand, to associate media spent with business results, and therefore to measure what the exact effect of marketing communications is. Many companies, such as Adidas, Orange, Coca-Cola, Johnson&Johnson, have recently introduced the term “marketing effectiveness” into their vocabulary. The base concept behind marketing effectiveness is econometric modeling – demonstrating how much you should be spending on marketing and in what ways. Adidas Global Media Director Simon Peel argues that quantifying marketing effectiveness is at the heart of Adidas’ success and core reason behind growing beyond the growth of the sportswear industry globally. Modeling helped Adidas realize that brand marketing is far more important for growth than specific product advertising, at a time when Adidas allocated only 23% of its marketing budget to brand image campaigns, compared to 77% on performance campaigns. In addition, thanks to modeling Adidas understood that advertising specific product segments did not only push the sale of those same products. Last but not least, TV, OOH and cinema advertising has been key for the growth of e-commerce sales

for Adidas, even though that was not their primary goal until then. These cutting-edge data science practices used by global corporations everywhere might be of interest for companies present in our region as well. However, in most media or creative agencies operating in the region, there are no experienced teams specialized in marketing effectiveness and modeling, or the application of data science for marketing purposes, nor do they have the sophisticated tools to deliver fast models. For these reasons, agencies and advertisers in the region are left with no choice but to rely on external and costly teams from their global agency hubs, out of reach for the average regional advertiser. Polaris, a marketing sciences team within I&F Grupa, based in Belgrade, offers econometric insights as a key product based on sophisticated modeling tools of the IPG Mediabrands global network. Polaris team are local econometricians who combine their skills with professionals with years of regional advertising and communications expertise, combining data science and communications sciences in a fresh and unique way. For The Coca-Cola Company, which already applies econometrics based knowledge in developed markets, Polaris team developed models for the Serbian market. “Coca-Cola applies knowledge and principles from global markets and is therefore a master of global branding and marketing. UM, as a long-standing partner of The CocaCola Company, applies its global standards in all local activities adapting them to local circumstances and consumer preferences. Now, thanks to Polaris team, we have the opportunity to see the econometric perspective of media investments across the Coca-Cola portfolio of brands in our region and how to improve the ROI of each brand”, says Dubravka Urosevic, leader of the regional Coca-Cola team at the UM agency. From the model, we realized how important brand marketing is in relation to promotional activities and the essence of locally developed CRM communications. Now we are able to understand how much local influencer impact sales and whether there may be room to engage

The first econometric models for measuring the total marketing effectiveness marked our first year of operation…

more of them. In addition, we can clearly see the difference, i.e. the effect of each individual digital channel on the weekly growth and sales of each of the brands analyzed. “The models have made it clear to us what creative message “works”, i.e. whether it had a greater or lesser effect on sales, as well as on what medium, or channel, the messages posted are most likely to be forgotten, and therefore, where the brand should be more relevant and personal in communication. In the end, the main conclusion is how the ROI of each media channel performs, as well as how we can be more effective in managing our marketing investments, and thus improve the overall ROI of each brand”, underlines Darko Stanojevic, Connections Manager Adriatics, The Coca-Cola Company. Following the first econometric modeling projects, the Polaris team is preparing to expand its offer beyond the Balkans to the Nordic markets where the I&F Grupa operates, and through our long-standing partnership with McCann and IPG Mediabrands, we will work on models for larger markets such as Poland, UK… This is the New Year’s resolution and goal of the Polaris team in 2020. By Katarina Kostić, Polaris, I&F Grupa COMMUNICATIONS

BUSINESS JELENA BAUDER DIRECTOR, BAUDER MEDICAL D.O.O. (LTD.)

Medscape.rs Is The Best Platform Bauder Medical, a company that has a narrow specialisation in the organisation of expert gatherings, conferences, symposia and congresses in the fields of medicine and pharmaceuticals, emerged due to the need for clients to receive a complete service in one place, after which the Bauder Medical Health and Beauty Clinic was opened

ommunication is of crucial importance in our business, and today’s technology offers us countless opportunities for that. The channel of communication utilised depends on the creative team and whether it represents the shortest path to the target public, explains Bauder Medical Director Jelena Bauder. Your company also deals with the organising of expert symposia, conferences and congresses, while the clinic provides services in the field 34

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of general medicine, as well as consultative it really branches out, expands and grows at a check-ups. How did you come up with that idea? great speed, because behind it is a lot of team- Bauder Medical is a firm that has a narrow work, effort, dedication and time. We have the specialisation in the organisation of profesbest platform on the market, which has tens of thousands of satisfied users. sional gatherings, conferences, symposia and congresses in the fields of medicine and pharmaCreating an event brand represents a long ceuticals. Having personally spent over 13 years process. Do you provide your clients with a in the fields of medicine and pharmaceuticals, I good position on the market by creating the looked at the needs of the market and listened to right contents and delivering messages to the the needs of companies, and then came up with end users of their services? the idea of creating just this kind of company, - A brand is built step by step, along with a clear which provides clients with everything in one branding strategy that initially involves a small place. That is why last year, 2019, saw us receive number of people, then gradually expands and a certificate that confirms our competitiveness, grows, and which results in you making a big credibility and the quality of our operations. That and profitable brand from a small one. All of our says a lot about the person running the company events have their own personal identity, and that and its employees. is also now expected of us It was after that that when we organise events we came up with the idea Electronic media and related to medicine and of opening the Bauder social networks are pharmaceuticals. ComMedical Health and Beauan obligatory form ty Clinic, with a slightly munication is required, of communication different approach to and in order for it to be and scheduling the people who need our successful we need to appointments, though help. The slogan of our know which audience we for patients the spoken practice is: “Our family. are addressing, we need word still carries the Caring for You”, because to know them and undermost weight we are partners to many stand them well in order families in terms of mainto formulate a clear and precise message that they must receive through taining their health and beauty. It is important print and electronic media. for us that our patients feel at home when with us, where conversation, smiles and dedication solve many things. It is a long time since doctors have waited for patients to knock on their door. Today they need to go out of their way to meet their desires and You have also developed a major online platform needs, and to communicate with them. How do for learning, medscape.rs. What are all the areas you do that? of medicine that it covers? - That’s precisely right – a new era of communi- Medscape.rs is an online platform that encompasses all branches of medicine, pharmacations and electronic media. Our plans include a project that we’ll develop over the next year ceuticals and dentistry in one place, so that or two that will deal specifically with constant students have complete comfort when it comes communication between the expert team and to learning. I’m extremely proud of my team and patients. our “medical tree”, as we call it in jest, because

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