Diplomacy&Commerce #55 HRVATSKA

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Spring 2025 >> ISSUE Nº 55 >> FREE COPY

“EXPERIENCE EUROPE” MULTIMEDIA CENTER OPENS ITS DOORS IN ZAGREB

STOCK EXCHANGES ARE A GOOD INDICATOR OF MARKET SENTIMENT AND INVESTOR EXPECTATIONS IVANA GAŽIĆ

President of the Management Board of the Zagreb Stock Exchange

THE FIGHT FOR JUSTICE AFTER THE RETURN OF TERRITORY H.E. ANAR IMANOV

Ambassador of Azerbaijan to Croatia

THE FUTURE OF MEDICINE IS HERE:

CROATIAN PHARMA EMBRACES DIGITAL TRANSFORMATION AND AI VIKTORIJA ZADRO HUML

General Manager for Takeda in Croatia, Slovenia, Bosnia & Herzegovina

Trends and Expectations in the Real Estate Market in Croatia

VERY GOOD RELATIONS IN ALL FIELDS H.E. URS HAMMER

Ambassador of Switzerland to Croatia

THE IMPROVING POSITION OF CROATIAN MANAGERS ANA SOLDO

Subregional Managing Director at DS Smith, Packaging Division, responsible for operations in Croatia, Serbia, North Macedonia, Bosnia and Herzegovina and Hungary and president of HUM – CROMA

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SPRING ISSUE: NEW TOPICS, NEW CHALLENGES Dear readers, hank you for reading us and for being with us for almost 8 years. I often emphasize the period of existence, because we all know that we live in a time of fast information, often unverified news, superficiality, without a sense of morality, often not even the truth. I often emphasize it, because to last as a “niche” magazine in an era dominated by online stories, podcasts, short video content, is certainly a fact that should be emphasized. I also emphasize that we are the only one in Croatia that covers business and diplomacy topics in one. In addition, as a B2B magazine, but not strictly and only B2B, we deal with topics from politics, economy, various areas that you, our readers and subscribers, love, from special columns, topics from the field of travel, luxury, reviews of certain topics and phenomena.

Below is the content of this issue. I wish you to spend these spring days enjoying our content, I hope that we meet your expectations. Expect another summer issue and after that, a birthday autumn issue.

With respect,

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BOBAN SPASOJEVIĆ, Magazine Director Croatia and Editor in Chief

FOREWORD

BOBAN SPASOJEVIĆ Director and Editor in Chief

boban@diplomacyandcommerce.hr

VLADIMIR DUDAŠ Centrobiro Art Director

CONTENTS

GORANKA MILOŠEVIĆ Translation

Representative for the Republic of Croatia ASPEKT obrt za savjetovanje i usluge

Owner of the license/ magazine name Diplomacy&Commerce ROBERT ČOBAN Director

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STOCK EXCHANGES ARE A GOOD INDICATOR OF MARKET SENTIMENT AND INVESTOR EXPECTATIONS

THE FIGHT FOR JUSTICE AFTER THE RETURN OF TERRITORY

THE HIGH DEMANDS OF OUR CLIENTS ARE OUR INCENTIVE

H.E. ANAR IMANOV

SERGIO SERDARUŠIĆ

Ambassador of Azerbaijan to Croatia

CEO of Eurovilla

IVANA GAŽIĆ

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President of the Management Board of the Zagreb Stock Exchange

8 THE FUTURE OF MEDICINE IS HERE: CROATIAN PHARMA EMBRACES DIGITAL TRANSFORMATION AND AI VIKTORIJA ZADRO HUML General Manager for Takeda in Croatia, Slovenia, Bosnia & Herzegovina

12 THE IMPROVING POSITION OF CROATIAN MANAGERS ANA SOLDO President of HUM-CROMA and Subregional Managing Director at DS Smith, Croatia

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TRUMP’S NEW RESOURCE DIPLOMACY – A GLOBAL GAMBLE WITH CRITICAL MINERALS

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A COMPREHENSIVE APPROACH IS OUR ADVANTAGE

COLUMN/POLITICS

BORO VUJOVIĆ

Natali Husić Sarkozy

Opereta Real Estate Director

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VERY GOOD RELATIONS IN ALL FIELDS H.E. URS HAMMER

Ambassador of Switzerland to Croatia

20 PERSONALIZATION IS THE KEY TO SUCCESS ANAMARIJA HORACEK

director and member of the board of MMB media agency

YOU DON’T JUST BUILD A BRAND – YOU SHAPE HOW PEOPLE FEEL, CONNECT, AND TRUST ANA LENDARIĆ

Brand Activation Manager · Miele Croatia

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CUPI’S SPOON GASTRO COMPETITION VEDRAN HABEL

President at Udruga UNUO

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Odjeća koju volite trebala bi trajati cijeli život.

Jednom Miele, uvijek Miele.

INTERVIEW/BUSINESS

Stock exchanges are a good indicator of market sentiment and investor expectations IVANA GAŽIĆ

President of the Management Board of the Zagreb Stock Exchange

he first three months of 2025 were very dynamic for the Zagreb Stock Exchange, says Ms. Ivana Gažić, President of the Management Board of the Zagreb Stock Exchange, for Diplomacy&Commerce. Stock trading volume was 38.4% higher compared to the previous quarter, while total trading volume increased by +20.5%.

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THE EDUCATIONAL PROGRAMS OF THE ZAGREB STOCK EXCHANGE ACADEMY CAN BE AN EXCELLENT FIRST STEP IN GAINING KNOWLEDGE ABOUT INVESTING. The previous period has been very intense on stock exchanges worldwide. How do you comment on the changes and everything that has been happening as a consequence of the tariffs introduced by

U.S. President Donald Trump?

Has the situation on the stock exchanges stabilized, or do you expect further declines and major changes?

Global markets have indeed gone through a turbulent period. Politi-

cal and economic decisions by world leaders are something that markets always react to. Although some markets have shown signs of recovery, we still cannot say that the situation is fully stable — volatility is likely to remain present. In the long term, markets adjust to new conditions, but short term fluctuations are inevitable. At the time of the announcement of U.S. political and economic decisions and the resulting corrections on global markets, indices of the Zagreb Stock Exchange were also significantly

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Photos: Josip Regović/PIXSELL

Investors dislike uncertainty, especially when it concerns major economies such as the USA and China

INTERVIEW/BUSINESS

corrected, ending a very long and successful growth streak during which our market indices had even outperformed leading global indices last year. However, the market quickly recovered because there was no reason for a prolonged downward trend, given the good company results and solid fundamentals.

How was trading on the Zagreb Stock Exchange over the past three months, and what would you highlight as most important?

The first three months of 2025 were very dynamic for the Zagreb Stock Exchange. Stock trading volume was 38.4% higher compared to the previous quarter, while total trading volume increased by 20.5%. The market capitalization of stocks and bonds saw a slight increase of 2.5%, while ETF market capitalization grew by an impressive 65.6% compared to the previous quarter. If we make comparison with Q1 of 2024, the results are even better: total turnover increased by as much as 48%, stock market capitalization rose by 19%, and ETFs by an outstanding 265%.

In Q1 2025, I would especially highlight the successful listing of shares of ING GRAD, a company that, following its IPO, attracted great interest among investors.

Its listing on the Official Market, alongside a significant number of new small shareholders, shows that the Croatian capital market

has the potential to attract both companies and investors, which is certainly encouraging.

How can stock market trading, index declines, and everything that is normal for stock exchanges serve as indicators of the direction in which the global economy is headed, and what can we conclude from these recent developments?

Our readers are business people, company owners, and managers.

For those who are not familiar, how does one trade on the stock exchange?

Trading on the stock exchange is more accessible today than ever before. It’s necessary to open an account with an authorized broker, which is now possible online, and you can start investing in the stock market.

AS A WOMAN IN A LEADERSHIP POSITION, I FEEL AN ADDITIONAL RESPONSIBILITY TO PROMOTE EQUALITY AND INCLUSIVITY THROUGH MY EXAMPLE AND ACTIONS Stock exchanges have been the top news in the media after a long time.

Stock exchanges are certainly a good indicator of market sentiment and investor expectations.

They react quickly, often anticipating future economic trends.

Index declines, especially if they are broad and prolonged, can signal an economic slowdown, while growth indicates optimism.

However, it is important to distinguish between short term fluctuations and long term trends.

The recent events, where stock markets were in the spotlight, are just a reminder of how important financial markets are in the global economy.

However, anyone considering investment must first inform themselves, educate themselves, and define their strategy: how much they want to invest, what level of risk they are willing to accept, and for what period they are investing. It is advisable to consult with investment advisors beforehand, and the educational programs of our Zagreb Stock Exchange Academy can be an excellent first step in gaining investment knowledge.

So far, we have educated more than 12,000 individuals, from students and high schoolers to small investors and financial professionals.

ZSE Academy is the educational division of the Zagreb Stock Exchange. Today, the Academy is the largest provider of financial market education services in Croatia. What are your plans for the upcoming period in this regard?

Our Academy continuously develops new programs — both for beginners and professionals. So far, we have developed over one hundred programs in the duration ranging from one to five days.

We cover various topics from the world of investment and finance, from personal finance management to highly specialized education. In recent years, we have focused on online education formats to provide access to knowledge for those who are not based in Zagreb or do not have time for traditional lectures, and we are expanding our collaboration with business schools and universities.

Systematic education is needed in schools, colleges, and through other channels, and we strive to play an important role in this.

Knowledge is the best investment, and it is the cornerstone of our educational mission.

Corporate social responsibility is also an important segment of your activity. “Ring for Gender Equality” is one of the actions you have had since the beginning of the year. Do you have any further plans in this regard, and how important is this to you as a woman at the head of such an institution?

“Ring for Gender Equality” is a global initiative that we have proudly supported for years, aiming to emphasize the importance of empowering women to take leadership roles in the business world, sending a strong message about the importance of equal opportunities.

As an institution, we want to be a role model in promoting inclusion, transparency, and social responsibility, and as a woman in a leadership position, I feel an additional responsibility to promote equality and inclusivity through my example and actions.

Further initiatives promoting diversity and sustainability are planned, such as through education and partnerships with organizations that share the same values.

We do not see social responsibility as something that just needs to be “done,” but as the way we want to do business — encouraging changes that will leave a positive mark both in the business community and in society as a whole.

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INTERVIEW/CORPORATE

THE FUTURE OF MEDICINE IS HERE:

Croatian Pharma Embraces Digital Transformation and AI Takeda Croatia wins the Family Friendly Employer award from the Ministry of Demography and Immigration of the Republic of Croatia

VIKTORIJA ZADRO HUML General Manager for Takeda in Croatia, Slovenia, Bosnia & Herzegovina

his recognition from the Croatian Ministry of Demography and Immigration truly validates our commitment to our people, says Mrs Viktorija Zadro Huml, General Manager for Takeda in Croatia, Slovenia, Bosnia & Herzegovina. A Family Friendly Employer title is not just an award; it’s a testament to our focus on creating a workplace where employees

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thrive personally and professionally, says Mrs Zadro Huml. In the interview for Diplomacy&Commerce, we discussed the acceptance of digital transformation and artificial intelligence in the pharmaceutical industry in Croatia.

How do you assess the ultimate needs of your product users, and how does this fit into the needs and development of the industry?

At Takeda, the needs of our patients are at the core of everything

AT TAKEDA, AI IS ALREADY AIDING US IN AREAS LIKE DRUG DISCOVERY, GENOMIC DATA ANALYSIS, AND PREDICTIVE MODELING— ACCELERATING INNOVATION CYCLES

we do. We strive to deeply understand patient journeys, their challenges, and preferences, which guide our science and innovation. This begins with gathering insights through direct interactions with healthcare providers, and communities worldwide. By blending market insights with robust research and innovative technology, we align our products with the industry’s evolution.

Whether it’s deploying advanced data analytics or collaborating globally on breakthrough advancements, we’re committed to

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creating therapies that serve unmet medical needs and ultimately improve lives.

schedules, and more patient centric delivery mechanisms are the new standard. This progression reflects changing patient expectations and the integration of cutting edge technology, such as AI, in improving medications. Traditional drugs are still widely utilized in our region, though tailored solutions are advancing to meet specific patient demographics.

Do we know how far we can go in AI and therapies such as gene and RNA based treatments?

While AI’s potential feels limitless, we approach its integration thoughtfully and responsibly. At Takeda, AI is already aiding us in areas like drug discovery, genomic data analysis, and predictive modeling—accelerating innovation cycles. For therapies like gene and RNA based treatments, AI not only identifies promising drug candidates faster but also personalizes approaches based on patient profiles. We recognize, however, that ethical considerations, such as patient data privacy, and scientific challenges still shape how far we can proceed. Takeda remains highly invested in exploring AI’s possibilities alongside world class partners to ensure these tools are reliable, safe, and transformative.

In what direction will your development move globally, and how do you see this development in our region?

Can we expect greater collaboration between industry, technologists, academics, and patient groups to advance treatment for new rare diseases?

Absolutely. Addressing rare diseases requires intensive collaboration and shared expertise, and Takeda is proud to be at the forefront of facilitating those partnerships.

By integrating technologists’ capability to sift through big data, academic expertise to validate scientific discoveries, and patient groups that provide real world perspectives, we’re making strides in developing more effective targeted therapies. One example is our Rare Diseases Innovation Hub, which fosters such collaborations globally to advance research, improve diagnostics, and enhance access for patients. As these partnerships grow, they continue transforming how rare diseases are treated and understood.

How quickly are everyday drugs advancing, and how much use do they have today? Are they popular in our region?

Everyday drugs remain vital for treating common, chronic conditions, though innovation often pivots toward specialized therapies. In regions like Croatia, Slovenia, and Bosnia & Herzegovina, accessibility to these medicines is paramount, and Takeda continuously works to ensure availability.

We also observe remarkable progress: formulations with fewer side effects, optimized dosing 10

TAKEDA IS FOCUSED ON ADDRESSING SOME OF HEALTHCARE’S GREATEST CHALLENGES THROUGH INNOVATION, WITH PRIORITIES IN GASTROENTEROLOGY, ONCOLOGY AND RARE DISEASES

In my countries, Takeda is focused on addressing some of healthcare’s greatest challenges through innovation, with priorities in gastroenterology, oncology and rare diseases. Sustainability is also a critical pillar, embedding environmental and societal impact into our operating model. In Eastern Europe, including our region, we continue adapting efforts to local healthcare frameworks, ensuring accessibility and alignment with our patients’ needs. By fostering collaboration with local partners, healthcare providers, and policymakers, we empower communities and enhance healthcare delivery systems.

Our regional focus goes beyond medicine—we prioritize engaging stakeholders to improve education and infrastructure critical for the future of healthcare.

How do you achieve such a desirable business environment?

How much does this award mean to you as a leader?

At Takeda, we foster this by embedding initiatives such as flexible working arrangements, support for mental health, family centric benefits, and skill development programs. As a leader, my vision is to nurture trust and inclusion— ensuring each team member feels valued and empowered. Ultimately, this creates the foundation for a high performing workplace full of motivated individuals aligned with Takeda’s mission.

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The improving position of Croatian managers CROMA will continue to play a crucial role in fostering growth, education, corporate social responsibility and professional integrity to ensure that managers and entrepreneurs in Croatia can compete at the highest levels

ANA SOLDO

Subregional Managing Director at DS Smith, Packaging Division, responsible for operations in Croatia, Serbia, North Macedonia, Bosnia and Herzegovina and Hungary and president of HUM – CROMA

anagers, particularly in Croatia, face various challenges that often go unnoticed by the general public, for Diplomacy&Commerce says Ana Soldo, President of HUM CROMA and Subregional Managing Director at DS Smith, Croatia. It all begins with an idea. Croatia is now a country with two unicorns, but they succeeded despite, and not because of our fostering ecosystem. We are here to help create one encouraging people to dare, to dream big and to support them, says Mrs Soldo.

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The Croatian Association of Managers and Entrepreneurs CROMA is the first independent national professional association that has been continuously working for 30 years to improve the public dignity of the management profession, entrepreneurial culture and overall management capacities of the Croatian economy.

How would you assess all the aforementioned segments of your work today where and in what position are Croatian managers today?

Overall, Croatian managers today have made significant strides in professional development, entrepreneurial thinking, and global engagement. They are in a much stronger position than 30 years ago, but they must continue to evolve, embrace innovation, and navigate the challenges of a rapidly changing global economy. The 12

EDUCATION AND PERSONAL DEVELOPMENT ARE CRUCIAL TO THE SUCCESS OF MANAGERS, AS WELL AS TO THE OVERALL HEALTH OF ANY ORGANIZATION Croatian management community is on the right track, but the journey is far from over.

CROMA is an association of managers and leaders, and it’s inspiring to see how it grows day by day. It’s wonderful to witness how colleagues in leadership positions genuinely care about mutual support, engagement, and mentoring younger colleagues. These are individuals who do not accept limits—they push them. Every great success starts with a vision, but a vision alone is not enough. It takes courage to face the unknown, per-

severance to continue when times get tough, and the responsibility and strength to lift others along with us. Leaders who prove their worth every day through their actions, not just their hierarchical positions are to be celebrated.

How would you assess entrepreneurial culture and what does it actually mean?

I would define it as the collective mindset, values, behaviors, and practices that foster and sustain entrepreneurial activity in a society. It’s not just about starting

businesses or launching products, but about creating an environment that supports risk taking, innovation, resilience, and long term thinking. In Croatia, this entrepreneurial culture has undergone substantial transformation, and while there is much to be proud of, there are still areas for growth and development.

It all begins with an idea. Croatia is now a country with two unicorns, but they succeeded despite, and not because of our fostering ecosystem. We are here to help create one encouraging people to dare, to dream big and to support them.

It’s all about people. People initiate change, people drive it forward, and people innovate. CROMA aims to empower outstanding individuals to inspire others toward creative thinking, innovation, and collaboration, including through our awards recognizing the most successful managers and entrepreneurs.

These awards are not just acknowledgments of achievement; they are beacons—proof that hard work pays off, that integrity is rewarded, and that courage holds real value. Promoting excellence serves as motivation for others and stands as a testament that success is possible.

When we say manager, in most cases we think of well paid jobs, management positions and mostly what is visible to the outside world, but we do not know the background. What would you single out as the biggest problems in your sector (legislation, market, different habits, etc.) and how can they be changed and solved?

Who are your interlocutors on the other side?

As the president of CROMA, I recognize that the role of a manager is multifaceted, and while many people associate management with high paying, visible positions, the

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INTERVIEW/BUSINESS

reality behind the scenes is much more complex.

During his address at our awards ceremony honoring the Manager and Entrepreneur of the Year, Mr. Branimir Muidža, a member of the CROMA Board of Directors, poignantly stated that these individuals will not be welcomed by thousands in the town square, nor will their achievements be celebrated with the fanfare we often reserve for our athletes.

Instead, their moment of success is often brief and personal—because by the next morning, new challenges await on their desks. We must ask ourselves: what is the true weight carried by managers, the ones responsible not only for their own work but for the salaries, wellbeing, and stability of entire teams—and by extension, hundreds of families?

Their job doesn’t end at five o’clock.

In fact, there is no clock.

Especially in these uncertain and turbulent times, we need leaders—visionaries—who lead by personal example. In an era marked by rapid and unpredictable change, making long term sustainable decisions has become increasingly difficult. Global economic and political shifts occur daily; the world order itself is being reshaped before our eyes.

In such an environment, leaders must serve as anchors for their people, offering stability and a sense of security. But to do that, they themselves must be strong, resilient, and persistent. They must deeply believe in their vision and in their teams. And that kind of trust is built day by day, decision by decision, through presence, integrity, and unwavering commitment.

How would you assess the position of Croatian managers and your colleagues in other EU countries, the surrounding area? What are the similarities and differences in approach and action?

Managers across the globe are united by one common reality— perpetual global change. From geopolitical shifts and redefined world order, to emerging technologies, climate change, aging populations, and labor shortages, these are challenges that go far beyond the local context.

In today’s environment, it is essential for every leader to focus on cultivating a culture of resilience within their teams. Change is inevitable, and building the capacity to adapt and thrive amid uncertainty has become a critical leadership priority.

You are a manager yourself and know best how to run a company. To what extent do managers have the right to make mistakes and how should their own mistakes and those made by others in the system be evaluated?

Ana Falak, General Manager of HUM CROMA, prof.dr.sc. Stjepan Orešković, President of the Jury, Ana Soldo, President of HUM CROMA.

THE ANNUAL AWARD CONTINUES TO GROW EACH YEAR, REFLECTING THE INCREASING DESIRE OF PEOPLE TO BE PART OF THIS PRESTIGIOUS EVENT CROMA, among other things, advocates for greater visibility of managers in society. In this regard, you organize numerous activities. What would you highlight from your plans for the upcoming period?

The Annual Award continues to grow each year, reflecting the increasing desire of people to be part of this prestigious event. The awards evening showcases a vision of excellence in Croatia that is rarely seen in mainstream media. This year, we recorded our highest number of attendees and to date—the venue was filled to capacity, with demand exceeding available seating.

Our Managers’ Congress, traditionally held in Opatija, also consistently attracts high attendance.

These gatherings provide managers and entrepreneurs with a platform for mutual support, helping them to face everyday challenges with greater resilience. They foster not

only business collaborations but also lasting friendships. The values that guide us—integrity, excellence, diligence, perseverance, and tenacity—are at the heart of everything we do. These events also create networks that extend beyond national borders, which is truly inspiring.

Managers and entrepreneurs are the ones creating new opportunities and opening fresh perspectives. Through CROMA’s activities, it is a privilege to support and encourage them—to inspire them to take bolder steps and to stand beside them in building a better society and a brighter future.

As the oldest organization of its kind in the region, which has also assisted in the establishment of similar associations in neighboring countries, we are now looking to strengthen our project based collaboration with these partners.

This will be a key focus of our efforts in the near future.

We are all afraid of making a mistake. But the most important is that we learn from our mistakes, to rise if we fall, no matter how many times. The goal is reachable if we do not give up.

I deeply understand that making mistakes is an inherent part of management and leadership. It’s an inevitable aspect of navigating complex, ever changing business environments. The key question is not whether managers or employees can make mistakes, but how these mistakes are evaluated and managed to create a culture of learning, growth, and accountability.

How important are the education and personal development of managers themselves, and monitoring new technologies in their work?

I firmly believe that education and personal development are crucial to the success of managers, as well as to the overall health of any organization.

In today’s rapidly evolving business landscape, managers must embrace lifelong learning to remain effective and relevant.

Continuous development is essential—not only for enhancing leadership capabilities but also for keeping pace with emerging industry trends and technological advancements. By staying abreast of new technologies, managers can drive operational efficiency, make strategic decisions based on real time data, and maintain a competitive edge in a technology driven marketplace.

Equally vital is the cultivation of mental and emotional intelligence. As workplaces become increasingly diverse and multigenerational, managers are required to lead teams composed of individuals with varying mindsets, educational backgrounds, values, and cultural perspectives.

Effective leadership today means recognizing these differences, understanding their implications, and leveraging them as strategic assets. A manager who can foster inclusion, adaptability, and cross generational collaboration is better positioned to build resilient, innovative, and high performing teams.

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The fight for justice after the return of territory In the early 1990s, Armenia occupied about 20 % of the territory of Azerbaijan

H.E. ANAR IMANOV

tential for cooperation in the area of mutual investments. Azerbaijan has already shown interest in investing in Croatia. We also hope to attract Croatian investments to our country, especially in light of the good, very attractive conditions created in our country for investors.

Enhanced cultural exchanges and easing travel restrictions could also foster greater people to people connections. Croatia’s advocacy for EU Azerbaijan relations and its expertise in mine clearance could further solidify its role as one of the key strategic partners of Azerbaijan in EU. In 2025, we are celebrating the 30th anniversary of the establishment of diplomatic relations between Azerbaijan and Croatia, and both sides are working hard to give additional impetus to bilateral cooperation in this special year. I am convinced that our joint work with Croatian friends will definitely lead to a significant expansion and deepening of bilateral cooperation in all areas.

Ambassador of Azerbaijan to Croatia

t that time, approximately 250 thousand Azerbaijanis were forcibly expelled from Armenia and 750 thousand from our occupied lands, for Diplomacy&Commerce says H.E. Anar Imanov Ambassador of Azerbaijan to Croatia. The cities and villages of Azerbaijanis subjected to ethnic cleansing were completely destroyed. Despite the documents adopted by international organizations regarding the conflict, including 4 UN Security Council resolutions demanding the immediate, complete, and unconditional withdrawal of Armenian armed forces from the territories of Azerbaijan, the occupation continued for nearly 30 years, says Ambassador Imanov. Also, this year, Azerbaijan and Croatia are marking 30 years since the establishment of diplomatic relations.

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In 2025, Azerbaijan and Croatia celebrate the 30th anniversary of diplomatic relations.

What would you say about the current state and development prospects of relations between our countries?

Azerbaijan and Croatia enjoying the relations of traditional friendship and strategic partnership. I am pleased to note that cooperation between our countries has been actively developing in all areas in recent years. An important role in strengthening bilateral Azerbaijani Croatian relations is played by a significant increase in mutual contacts and visits, including at the highest level. Just in last one and half year, Croatian Prime Minister Mr. Andrej Plenkovic visited Azerbaijan twice in November 2023 he paid an official visit, and in November 2024 he took part at COP29 Summit in Baku.

Moreover Prime Minister Mr. Andrej Plenkovic and President Mr. Ilham Aliyev met twice in framework of Davos forum in 2024 and 2025. Of course, warm, friendly relations and frequent meetings of the leaders of our countries play a key role in strengthening bilateral relations.

Also we have significant increase in mutual visits in ministerial level as well as between parliaments.

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THIS YEAR AZERBAIJAN AND CROATIA CELEBRATE THE 30TH ANNIVERSARY OF DIPLOMATIC RELATIONS Energy cooperation is the main driver of bilateral economic cooperation between our countries. Azerbaijan supplies Croatia with oil, thus playing an important role in Croatia’s energy security. Both countries are also developing gas cooperation, so I hope to see soon significant progress in this area as well.

Also opportunities for improvement lie in areas such as renewable energy, where both countries could collaborate to address climate goals. Recently, discussions have highlighted the prospects for cooperation in green energy, showcasing Croatia’s expertise in sustainable technologies that align with Azerbaijan’s diversification efforts. Additionally, sectors like IT, shipbuilding, pharmaceuticals, and agriculture offer significant scope for businesses of our countries to further engage. There is a huge po-

Mr. Ambassador, as far as we know, progress has been made in the normalization of relations between Azerbaijan and Armenia at a time when conflicts have been taking place in various parts of the world recently.

What can you say about this?

As it is known, in the early 1990s, Armenia occupied about 20 % of the territory of Azerbaijan. At that time, approximately 250 thousand Azerbaijanis were forcibly expelled from Armenia and 750 thousand from our occupied lands. The cities and villages of Azerbaijanis subjected to ethnic cleansing were completely destroyed. Despite the documents adopted by international organizations regarding the conflict, including 4 UN Security Council resolutions demanding the immediate, complete, and unconditional withdrawal of Armenian armed forces from the territories of Azerbaijan, the occupation continued for nearly 30 years.

Azerbaijan ended the occupation during the 44 day Patriotic War in the fall of 2020, and as a result of local anti terrorist measures lasting 23 hours in September 2023 restored its sovereignty over its entire territory.

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Despite the numerous war crimes committed against its population, the complete destruction of hundreds of cities and villages, and the great damage inflicted on its historical, cultural and religious sites, it was Azerbaijan that initiated the signing of a peace treaty. As a result of lasting negotiations, a peace treaty between Azerbaijan and Armenia was fully agreed upon a few weeks ago and is ready to be signed.

Azerbaijan has two pre conditions for signing this document: 1. Dismissal of the OSCE Minsk Group, which was established in the 1990s to resolve the conflict, and has not led to any achievements. It is apparent that this organization, which was created to resolve the conflict that has already been resolved, has completely lost its relevance; 2. Amendments to the provisions of the Armenian Constitution that reflect territorial claims against Azerbaijan. The Preamble of the Constitution of Armenia refers to the Declaration of Independence of Armenia, and it clearly mentions the annexation of the Karabakh region of Azerbaijan to Armenia.

As a result, any peace treaty signed between Azerbaijan and Armenia would conflict with the Constitution of Armenia, rendering the treaty void. To prevent this situation, it is necessary to make amendments to the Constitution of Armenia by eliminating any provisions reflect claims against the territorial integrity of Azerbaijan.

Azerbaijan’s goal is to achieve lasting peace with neighboring Armenia, for which both conditions we put forward are of great importance.

Some international media outlets are reporting on the ongoing Azerbaijani trial process of several individuals of Armenian origin. What would you like to say about this issue?

The individuals of Armenian origin have been brought to trial for various offenses. They include former leaders of the so called Nagorno Karabakh Republic, established by Armenia in the occupied territories of Azerbaijan and other detainees of Armenian origin either have been charged or convicted of genocide, war crimes,

ethnic cleansing, military aggression, torture, financing separatism and terrorism, and other serious offenses. Azerbaijan has rights and obligations to investigate and prosecute these offenses under the Geneva Conventions and generally under international and domestic law.

These detentions have a proper legal basis and do not impair the detainees’ rights. Regular visits by representatives of the International Committee of the Red Cross and telephone and video calls with family members were facilitated.

It is well known that Azerbaijan, both as a humanitarian gesture and consistent with its obligations under international humanitarian law since the 2020 war, has released and repatriated more than 200 Armenians in its custody who were entitled to prisoner of war status or considered detainees. However, following Azerbaijan’s return of prisoners of war, some of them passed through imprisonment and interrogation carried out by Armenian authorities.

Also Azerbaijan has also made a huge gesture by allowing more than 10,000 illegal Armenian armed forces to lay down arms and leave the

THOSE WHO COMMITTED CRIMES AGAINST THE STATE AND PEOPLE OF AZERBAIJAN WILL RECEIVE THEIR DESERVED PUNISHMENT territories of Azerbaijan following the 2023 anti terror measures conducted by Azerbaijan.

I want to note that we are certainly surprised to hear statements from some European politicians who are closely connected with the Armenian diaspora demanding the release of the mentioned individuals. How can one ask for the release of people who committed brutal crimes, those guilty of the deaths of innocent women, children and elderlies? For instance, one of the leaders of the separatists, Arayik Harutyunyan, ordered the bombing of a number of cities, including Ganja, the second largest city in Azerbaijan, as a result of which a large number of civilians, including women and children, were killed

and great destruction occurred. A. Harutyunyan openly admitted on television that he had given the order. Thus, this person committed acts considered a crime under international humanitarian law and Azerbaijani legislation and admitted it. There is no moral or legal basis for demanding his release.

Or another example. During the occupation of Azerbaijan, the town of Khojaly was utterly destroyed by Armenian military units, and more than 600 people, mainly women, children, and the elderly, were brutally murdered. Some of the perpetrators of this genocide are currently on trial, some of them have even already admitted their participation in mass killings.

International law not only grants states the right but also imposes on them the duty to bring to justice those who committed such serious crimes as genocide, war crimes, and crimes against humanity. So, calling for the release of these individuals is in itself contrary to international law.

In all cases, I have no doubt that, those who committed crimes against the state and people of Azerbaijan during the brutal aggression of Armenia will receive their deserved punishment.

The biggest threat to security in Europe right now is Russia Ukrainian war. What is Azerbaijan’s position on this?

In answering this question, I would like to quote the President of Azerbaijan, Mr. Ilham Aliyev, who touched on this topic during his speech at International Forum themed “Facing the New World Order” on April 9, 2025 in Baku: “Regarding our position on the war between Russia and Ukraine, we have always supported and will continue to support Ukraine’s territorial integrity and sovereignty. As a country that has suffered from occupation and the undermining of our territorial integrity, we fully understand this situation.” Since the very first days of the conflict, our country has been providing humanitarian assistance to Ukraine. In the early days of the Russian army’s entry into Ukrainian territory, since February 2022, the gas stations of the Azerbaijani state company SOCAR located in Ukraine have provided free fuel to Ukrainian emergency vehicles, including ambulances and fire trucks.

Despite the need to rebuild hundreds of cities and villages destroyed by Armenia in Azerbaijan, our country has contributed to the reconstruction works in Ukraine, ensuring the rebuilding of several social facilities, including schools and hospitals.

Our country has made a significant contribution to the restoration of Ukraine’s energy system, and a large number of generators and other equipment have been sent to Ukraine.

Also in recent years Azerbaijan has sent a large quantity of medicines and medical equipment to Ukraine. Azerbaijan has received hundreds of Ukrainian children for medical and socio psychological rehabilitation.

We are sure that any humanitarian assistance to Ukraine is of great importance in the current situation, and we will continue this support. I would also like to add that we in Azerbaijan hope that this war, which has caused such a large number of casualties and extensive destruction, will end soon.

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COLUMN/POLITICS

NATALI HUSIĆ SARKOZY

Trump’s New Resource Diplomacy – A Global Gamble with Critical Minerals As Donald Trump seeks to redefine American global leadership in his second presidential term, he is deploying a new diplomatic currency: critical minerals

n an era marked by digital competition, clean energy transitions, and rising geopolitical rivalries, Trump’s administration has made it clear that whoever controls the world’s rare earths, lithium, cobalt, and graphite — controls the future. But behind the headlines of billion dollar deals lies a deeper story of transactional diplomacy, national security ambition, and fragile foreign partnerships.

In March 2025, President Trump signed an executive order aimed at scaling up domestic mineral production, slashing red tape for mining permits, and allocating billions through a new critical minerals fund housed under the U.S. International Development Finance Corporation.

His administration presents this as a bold step toward reducing American reliance on China and other geopolitical competitors for key raw materials — materials essential for defense systems, electric vehicles, and high tech manufacturing. But while domestic mining is part of the strategy, it’s the international mineral grabs that signal the real shift in foreign policy. One of the most visible — and controversial — moves has been in Ukraine, where the Trump administration is pushing for a deal to gain privileged access to the country’s vast mineral deposits, especially rare earths and titanium. The proposed arrangement — involving U.S. government support and private investment in exchange for mining rights — was initially met with hesitation by Kyiv, wary of losing control over strategic national assets during wartime. But as The New York Times reported, mounting pressure from Washington and the lure of capital infusion have brought the two sides back to the negotiating table. A Ukrainian delegation is expected in Washington to hammer out a revised framework. Trump’s team frames this as a winwin: securing critical inputs for U.S. industry while boosting Ukraine’s war ravaged economy. Critics, however, fear the deal risks reducing a sovereign ally to a resource provider at a moment of extreme vulnerability. In the Democratic Republic of Congo (DRC), the Trump administration is pursuing what it describes as a transformative minerals for security pact. The U.S. would gain access to Congo’s coveted cobalt, copper, and gold reserves, while in exchange, it would help

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stabilize the conflictridden east through intelligence support, counterinsurgency collaboration, and infrastructure investments. Congolese President Félix Tshisekedi has signaled interest, hoping U.S. involvement could pressure Rwanda to pull back support for M23 rebels and end the cycle of cross border destabilization. But while the promise of American security assistance is appealing, skepticism is warranted. The DRC has long been a graveyard of international peacekeeping ambitions — and the U.S. has limited leverage over regional spoilers like Rwanda and Uganda.

Trump’s approach raises the question: can security be outsourced like supply chains? Or will the deal simply entrench another chapter of resource extraction without lasting peace?

Meanwhile, in Australia, a long standing ally, the mineral card is being played more defensively. As the U.S. tariffs escalate — with Trump imposing a 10% blanket import duty and higher rates on specific countries — Australia is exploring how its critical minerals reserves can be used as leverage to soften the blow. Talks are underway to secure exemptions by highlighting the importance of Australia’s lithium, rare earths, and nickel exports to U.S. defense and tech firms.

This is diplomacy by resource calculus — a dynamic where even allies must negotiate their way around America’s new transactional trade framework. Trump’s mineral diplomacy reflects a broader ideological shift: a belief that America’s geopolitical power lies not in multilateralism or soft power, but in the hard assets of the earth — and the deals made to control them. This is a worldview in which strategic advantage is secured not through global institutions, but through exclusive contracts, bilateral leverage, and a reassertion of economic nationalism. But this approach comes with real risks. It may alienate allies, deepen North South imbalances, and bind the U.S. to unstable regimes in pursuit of short term access. In places like the DRC or Ukraine, the imbalance of power in these deals could leave behind resentment — or worse, renewed dependence. In the name of autonomy, the U.S. may inadvertently recreate the very global dependencies it seeks to escape.

As the world’s mineral map is redrawn, Trump’s strategy signals not just a shift in supply chains, but in the architecture of diplomacy itself. For Balkan states and other small economies navigating between major powers, these deals are a warning: geoeconomics is no longer theoretical.

It is policy. And in this new order, resources speak louder than rules.

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INTERVIEW/DIPLOMACY

Very good relations in all fields Croatia has gone a long way in a short time and our relations have developed accordingly

H.E. URS HAMMER

Ambassador of Switzerland to Croatia

.E. Urs Hammer Ambassador of Switzerland to Croatia ends his mandate in a few weeks. In an interview for Diplomacy&Commerce magazine, we talked about the political and economic cooperation of the two countries, mutual assistance to Ukraine, but also about the numerous Croatians living in Switzerland. Ambassador Hammer also reveals which places in Croatia have particularly impressed him and recommends what to visit when you are in Switzerland.

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As a representative of one of the most developed countries in the world, how would you evaluate the political relations between

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Switzerland and Croatia today?

It seems that there are no issues between the two countries at a time of instability in the world?

The bilateral relations between our two countries are very good, especially in the areas of economy, politics, culture and tourism. Over the last years, we have been working increasingly together in humanitarian demining in the Ukraine.

Our two foreign ministers Ignazio Cassis and Gordan Grlić Radman have developed close relations over the last years. And as Minister Grlić Radman has lived in Switzerland for a long period, I am probably the only Swiss Ambassador worldwide who can talk with the Foreign Minister of his host country not only in German, but in Swiss German!

The substantive conclusion of Swiss EU negotiations at the end

of 2024 marked an important step to consolidate our bilateral approach with the EU, thereby also further strengthening our bilateral ties with Croatia.

The Swiss Contribution to Croatia is a vital instrument in strengthening bilateral relations between the two countries.

Established as part of Switzerland’s commitment to reducing economic and social disparities within the enlarged EU, the Swiss Contribution focuses on promoting economic, social, and environmental development in Croatia. The successful implementation of projects funded under the first Swiss Contribution has had a profound impact on society, improving essential infrastructure, fostering innovation, and enhancing the quality of life for citizens.

By combining the expertise of Croatian and Swiss professionals, we have made a lasting, positive impact on local communities. Upgraded water and wastewater systems, safer environments through demining efforts, and stronger academic and research frameworks have all contributed to more resilient communities, better equipped for future challenges. The projects have also promoted sustainable development and strengthened partnerships at local, national, and international levels, particularly through the engagement of NGOs and collaborative research. Overall, these achievements lay the foundation for long term economic growth, environmental protection, and social well being, benefiting both present and future generations.

The second Swiss Contribution, amounting to 45.7 million CHF, is currently in its initial phase of implementation and continues to focus on similar areas, with the addition of a new focus on palliative care. Over the years, we have established a strong working relationship with our local partners and are looking forward to the continued successful implementation of this important programme.

In addition to good political relations, the economy is very important between countries.

What do the numbers show, in which direction are economic relations developing and in whose favor? Which industries are most interesting for Swiss investors?

THE SWISS CONTRIBUTION TO CROATIA IS A VITAL INSTRUMENT IN STRENGTHENING BILATERAL RELATIONS BETWEEN THE TWO COUNTRIES Switzerland and Croatia have strong economic ties, marked by a growing trade in goods and services and increasing investment.

Switzerland and Croatia are important trading partners, with a focus on pharmaceuticals, machinery, chemicals, and food products. The trade in goods is pretty balanced, however Croatia scores much better in services, where Swiss tour-

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ist arrivals play a dominant role.

More than 300’000 tourists visit Croatia annually and Croatia is becoming more and more popular.

Both countries benefit from the cooperation within the framework of Switzerland’s bilateral relations with the EU. Swiss companies have made significant investments in Croatia and Switzerland currently ranks as the 12th biggest investor. There are around 70 Swiss companies operating in various sectors in Croatia and generating several thousand jobs.

They are also a fair representation of the Swiss industry in general. We have here a few large companies, even multinationals, as well as many small and medium enterprises that are the backbone of the Swiss industry. Most of them are members of the Swiss Croatian Business Association (SCBA – www.scba.hr).

Headquartered in Zagreb, the SCBA is a networking platform that connects Swiss companies operating in Croatia, with the aim of supporting the development of economic ties and facilitating business cooperation. From my contacts with our companies in Croatia, I hear they are attracted to Croatia very often because of the skilled labour force.

Croatians excel in foreign languages too and adapt very well to high Swiss standards. Very appealing to Swiss companies is Croatia’s attractive geographical location and its proximity to Switzerland as well as its EU membership, which has made business practices so much simpler.

In the last few years, we have seen an increased interest in Croatia among Swiss investors with special attention given to the IT sector.

Where do you see the space for improvement when we talk about the development of the economy?

We see lots of potential for the further development of our economic ties especially with the increasing focus on new technologies and innovations like Artificial Intelligence (AI) or the gaming industry. As both countries have strong tech sectors and lively start up scenes, there is a significant potential for collaboration in areas such as AI, digitalization, and automation. Swiss companies are renowned for their advanced technological expertise, which could benefit Croatia’s growing IT and tech industry. Furthermore, Croatia’s strategic position within the EU opens up additional opportunities for Swiss companies to expand into European markets.

We at the Embassy have recognized this potential and are currently preparing a trip to Switzerland for the

IN ADDITION TO THE TECH SECTOR, WE ALSO SEE STRONG POTENTIAL FOR DEEPER COOPERATION IN OTHER AREAS SUCH AS RAIL INFRASTRUCTURE, RENEWABLE ENERGY, AND THE BROADER GREEN TRANSITION Croatian Artificial Intelligence Association CroAI where they will meet with different important stakeholders. With this, we wish to facilitate investment opportunities between Croatian and Swiss AI ecosystems, collaboration in key projects and activities as well as institutional and educational exchange.

In addition to the tech sector, we also see strong potential for deeper cooperation in other areas such as rail infrastructure, renewable energy, and the broader green transition. These sectors are increasingly relevant in both countries and offer a promising framework for sustainable collaboration.

A large number of Croats live in Switzerland. How do you see their role in the development of mutual relations, when we talk about culture, tourism? What would you single out from the Embassies’ plans when we talk about culture and education?

If you include double citizens, there are about 100’000 people of Croatian origin living in Switzerland. Since several decades, they have contributed significantly and positively to the economic, scientific and cultural success of my country. This year, we commemorate 50 years of the Nobel Prize Award for Vladimir Prelog who has a lot in common with Lavoslav Ružička, who also received the Nobel Prize in Chemistry in 1939. Both were working at the ETH in Zurich.

With his research, Ružička revolutionised the perfume industry,

which adopted his synthetic musk compounds, while the pharmaceutical industry used his synthetic vitamin compounds. The annually awarded Ruzicka Prize is considered one of the most important awards for the promotion of young scientists in the field of chemistry in Switzerland.

Some of the most important members of the Croatian community in Switzerland right now are Damir Bogdan, CEO of BaselQuantum, and Marijana Jakić, CEO of St. Moritz Tourism, my hometown. The famous football player Ivan Rakitić also grew up in Switzerland, but cleverly decided to play for the Croatian national team.

There is also a Croatian Swiss Economic Club active in Switzerland since 2017.

Switzerland is very attractive with wonderful nature. What would you recommend to everyone who comes to visit and what would you single out as a special feature/trade mark of Switzerland?

Switzerland is very diverse in terms of language, culture, landscape and cuisine. It is therefore difficult to give a general recommendation.

Depending on your individual preferences, you might enjoy visiting Swiss cities with their rich cultural heritage, hiking in the mountains in summer or skiing in winter, or even taking a round trip on the Grand Tour. Further information and seasonal suggestions can be

found on the Switzerland Tourism website. (https://www.myswitzerland.com/en ch/ ).

My personal favorites include the Glacier Express and Bernina Express railway lines, boat trips on Lake Geneva, Lake Lugano and Lake Lucerne, and a visit to a Swiss wine region. Like Croatia, Switzerland has a variety of excellent wines that are not yet well known internationally and are only produced in limited quantities. In summer, I also enjoy hiking in one of the many Swiss Alps to enjoy the unique Alpine cheese made from fresh cow’s milk in the local mountain huts.

A typical feature that contributes to the enduring popularity of quintessentially Swiss products such as cheese, watches and chocolate is the unique blend of tradition, innovation and high quality control.

Your mandate in Zagreb ends in a few months. What impressions do you have from Croatia and what would you single out?

Croatia is also a tourist country, a large number of Swiss come to our coast. What would you recommend to your friends to visit or try when they come?

Like Switzerland, Croatia is an extremely diverse and attractive country in terms of landscape, making it difficult to single out a single visitor tip.

During my term of office, I endeavored to travel around Croatia and experience its diversity. I have particularly fond memories of last year’s Swiss evening in Split, which we celebrated with the opening of the exhibition ‘Saziv – Assembly’ featuring paintings and sculptures by my wife Raffaela Zenoni in the Old Town House and with a typical Swiss folk band. The event was supported by St. Moritz, whose mayor Christian J. Jenny had a fruitful exchange with his counterpart in Split, Mayor Ivica Puljak.

I have also gentle memories of our guest appearance in 2023 at the Varaždin Baroque Evenings, the DOKUart Festival in Bjelovar and my trip to Istria last year, where I visited various Swiss Croatian entrepreneurs. Moreover, together with my two sons, I took part in a fascinating week long boat trip between Dubrovnik and Split with detours to different islands. And last but not least, Zagreb also has a wealth of culinary and cultural attractions that I enjoy visiting with my wife and friends and will continue to do so, because even after I retire, we will be regular guests in wonderful Croatia.

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INTERVIEW/CORPORATE

Personalization is the key to success As part of the Swiss system, MMB Media Agentur applies high business standards in all markets – without compromise

ANAMARIJA HORAČEK

Managing Director and Member of the board of MMB Media Agentur

oday, what matters most to clients is having a partner who brings clarity, results, and flexibility, says Anamarija Horaček, Managing Director and Member of the Management Board of MMB Media Agentur. As a woman of authority, integrity, and extensive experience, she spoke to Diplomacy&Commerce magazine about business trends in the industry she operates in. She discussed how much AI has already changed our lives and in what ways, how she and her team identify the needs of clients, and the importance of investing in the team and individuals she works with.

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MMB Media Agentur is an independent media agency (based in Croatia), a part of MMB Media Agentur Ltd based in Switzerland, with offices across Europe. What would you highlight from your portfolio and how do you differ from the competition?

MMB Media Agentur brings together an impressive portfolio of clients – from large international brands to regional leaders across various industries. We are particularly proud of projects that required innovative strategies and a clear focus on measurable results.

What sets us apart is not just what we do, but how we do it.

First and foremost, we combine international expertise with local knowledge – as part of a broader European network, we use proven practices from developed markets but always adapt them to the market context in which we operate.

Secondly, as an independent agency, we are not bound by exclusive partnerships or restrictions, meaning we always choose the media channels and strategies that are optimal for each client, without compromise.

Data and analytics are key for us – we continually invest in advanced tools to precisely target, measure, and optimize everything 20

WE COMBINE INTERNATIONAL EXPERTISE WITH LOCAL KNOWLEDGE we do. This provides our clients with clear insights and the confidence that the decisions they make are data backed.

Lastly, our approach is always personalized. Every client has their

own challenges and goals, and for that reason, we build strategies together, long term, with flexibility and readiness for quick adjustments that the market demands today.

In your operations, you cover all industries/clients, but you stand out in the automotive industry by the number of clients. What is important to clients today? What has changed the most in agency operations compared to 5 or 10 years ago?

Although we work with clients from various sectors, the automotive industry is an area where we are particularly strong – we are

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INTERVIEW/CORPORATE

currently working with seven automotive brands. Over the years, we have developed a deep understanding of the dynamics of this market, as well as how today’s consumers behave – they are more informed, more demanding, and make decisions more quickly.

Clients are looking for an agency that understands how complex the journey to the customer is, knows how to connect digital and traditional channels into one coherent strategy, and can personalize messages in a way that truly resonates with the target audience.

Compared to five or ten years ago, the agency business has changed significantly. Today, everything is data driven – every step must be measurable and adaptable in real time. Digital transformation is no longer an option, but a standard – in many cases, digital channels are the primary tool for communication and sales.

Additionally, precise targeting and relevant messaging are key.

Broad “one size fits all” advertising no longer works – personalization is the key to success. And perhaps what most differentiates today’s market: clients want an agile partner who responds quickly, proposes new solutions, and continuously optimizes campaigns. Expectations have increased – agencies are no longer just executors, but strategic partners who actively contribute to business outcomes.

A constant topic in the relationship between media, brands, and clients is budgets. Are they smaller or not, and how are advertising funds allocated today? What is crucial now, and which communication channels are dominant?

Where do print media stand today?

Budgets are planned more thoughtfully today than before.

They are not necessarily smaller, but they are under much greater pressure to deliver concrete results. Clients are willing to invest – but only where there is a clear return on investment. The focus is increasingly shifting from predefined media plans to dynamic budget allocation, driven by data, performance, and precise audience targeting.

The dominant communication channels today are digital – primarily social media, programmatic buying, video formats, and performance campaigns that are directly linked to sales or other measurable objectives. Additionally, content marketing, influencers, and native advertising are playing an increasingly important role in building brand trust and relevance.

I believe this influence will only grow in the future. Artificial intelligence will change the way we communicate, plan, and measure results. Automation will allow us to focus more on what makes the human factor irreplaceable — creativity, strategic thinking, and building brand value.

The key lies in the smart integration of technology — not to replace people, but to work alongside them. AI should be a tool that empowers professionals, not a substitute for their knowledge and experience. In that balance, I see the future of agency business.

FOR ME, THE RELATIONSHIP WITH EMPLOYEES HAS ALWAYS BEEN THE FOUNDATION OF BUSINESS SUCCESS And the print media? It’s still around – but in a new role. It is no longer the primary channel for broad reach, but still holds value in specific contexts. For premium brands and niches where the audience values high quality content and format, print can be a powerful tool. It’s important to know where and how to use it – selectively, strategically, and with a clear objective.

As a Swiss company, MMB Media Agentur is part of a large system. From your perspective, what is the key difference in operations between Croatia and the markets where you operate, for example, in the region? How do legislation, consumer habits, and prices differ?

As part of the Swiss system, MMB Media Agentur applies high business standards across all markets – without compromise. However, each market has its own specific characteristics that must be understood and respected. In Croatia and the surrounding region, the legislative framework is often more complex, with more frequent regulatory changes, especially when it comes to advertising and data protection. This requires constant adaptation and active monitoring of the legal environment.

Consumer habits also vary. In more developed markets, digital communication largely dominates, while in some countries in

the region, traditional channels like television or radio still have very strong reach and influence.

That’s why it’s important to approach each market with an understanding of the local context, rather than applying a “one size fits all” model.

When it comes to pricing, advertising in the region is generally more affordable compared to Western European markets such as Switzerland, but with proper planning, the return on investment can be highly competitive. Our approach is based on flexibility, local knowledge, and adapting to each environment we work in. We see this as the key to creating relevant and effective campaigns – regardless of the market.

How much do new technologies and artificial intelligence influence your work and the planning of media strategies and campaigns? Do you think this will significantly change our lives and the way we do business in the future?

Artificial intelligence and new technologies already have a major impact on our work today, especially when it comes to analytics, campaign optimization, and more precise targeting. AI tools help us make faster decisions, predict consumer behaviour, and personalize communication — all with a clear goal: to increase the effectiveness of every strategy.

As a successful businesswoman with credibility and a long standing career, how important do you believe the relationship with employees is — particularly their satisfaction — given the relatively high employee turnover seen today? How have employees’ needs changed, and in what ways (salary levels, working conditions, remote work, etc.)?

For me, the relationship with employees has always been the foundation of business success. I believe that satisfied, motivated, and respected people deliver the best results — not because they have to, but because they want to.

And that can’t be built overnight; it’s the outcome of mutual trust, open communication, and genuine care.

In today’s fast changing labour market, employees aren’t just looking for security or a good salary. Flexibility, a sense of belonging, the opportunity to learn, and the freedom to shape their own career path are becoming increasingly important. People want to work in environments that inspire them, where they feel seen and valued — both as professionals and as individuals.

Salary matters, of course, but it’s not the only factor. How we communicate, how we involve them in decision making, how we acknowledge their successes — that’s what makes a difference. Remote work, flexible hours, mental health support, and work life balance are no longer “nice to have” — they’re the new standard expectations.

As a leader, I feel a strong responsibility to stand by my team — not just when things are going well, but especially when they’re tough. At the end of the day, what stays with us after every project isn’t just the outcome, but the sense of togetherness we’ve built along the way. And to me, that’s the greatest value of all.

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DEPARTURES AND ARRIVALS

THE PRESIDENT MILANOVIĆ RECEIVED THE CREDENTIALS FROM THE AMBASSADORS OF LATVIA, ICELAND AND BANGLADESH . E. Jurijs Pogrebņaks, Ambassador of the Republic of Latvia to the Republic of Croatia, with residence in Budapest, presented his credentials to the President Milanović. Accompanying the Ambassador of the Republic of Latvia was the Honorary Consul of the Republic of Latvia to the Republic of Croatia Davor Šarin.

Alongside President Milanović was the Adviser to the President of the Republic of Croatia for Foreign and European Policy Neven Pelicarić, the Director General of the Directorate General for Europe of the Ministry of Foreign and European Affairs Terezija Gras and the Assistant to the Adviser to the President of the Republic for Foreign and European Policy Ivan Mutavdžić.

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.E. Tareque Muhammad, Ambassador of the People’s Republic of Bangladesh to the Republic of Croatia, with residence in The Hague, presented his credentials to the President of the Republic of Croatia Zoran Milanović. Accompanying the Ambassador of the People’s Republic of Bangladesh was the spouse of the Ambassador Syeda Ridwnah Tareque and First Secretary Nabila Nowshin.

H. E. Jurijs Pogrebņaks, Ambassador of the Republic of Latvia to the Republic of Croatia

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H. E. Tareque Muhammad, Ambassador of the People's Republic of Bangladesh

.E. Helga Hauksdóttir, Ambassador of Iceland to the Republic of Croatia, with residence in Vienna, presented her credentials to the President of the Republic of Croatia Zoran Milanović. Accompanying the Ambassador of Iceland was the Honorary Consul of Iceland to the Republic of Croatia Marin Filipović.

PHOTO: Office of the President of the Republic of Croatia Dario Andrišek

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H. E. Helga Hauksdóttir Ambassador of Iceland to the Republic of Croatia

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www.diplomacyandcommerce.hr

SOCIETY/ ECONOMY INTERVIEW

Source: Croatian Chamber of Economy

Trends and Expectations in the Real Estate Market in Croatia It is important to increase citizens’ trust in the industry by raising the level of service quality, adopting a professional approach by real estate agents, and adhering to the Code of Ethics eal estate brokerage carries great responsibility. Brokers on the real estate market — whether dealing with buying, selling, or leasing — play a key role in connecting buyers and sellers, as well as in ensuring that all transactions are conducted in accordance with the law, professional standards, and the interests of all parties involved. This responsibility requires not only expertise but also a high level of trust placed by clients in the brokers.

The Register of Real Estate Agents, maintained by the Croatian Chamber of Economy (HGK), lists 4,435 agents. During 2024, 350 candidates passed the real estate agent examination, which is 20 percent less compared to the previous year. In Croatia, more than 190,000 real estate transactions were completed in 2023, with a total value exceeding 9 billion euros and an average property value of 77,079 euros.

Last year, a slowdown in key market trends was observed. Although average property prices continued to rise, growth rates declined, while the number of transactions slightly decreased. However, property prices did not fall, primarily due to a shortage of supply across all segments, especially along the Adriatic coast and in Zagreb. The lack of supply remains the main challenge, caused by limited new construction, an excessive focus on tourism, and overvalued second hand properties.

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NEW CONSTRUCTIONS IN THE HIGHER PRICE SEGMENT, WITH PRICES RANGING FROM 3,000 TO 5,000 EUROS PER SQUARE METER AND ABOVE, ARE BECOMING INCREASINGLY INACCESSIBLE TO CROATIAN CITIZENS. THE COASTAL MARKET IS STRONGLY INFLUENCED BY FOREIGN BUYERS — EVERY THIRD BUYER ON THE ADRIATIC IS A FOREIGNER, MOSTLY FROM THE EU, WHILE BUYERS FROM NON EU OECD COUNTRIES ARE ALSO EXPECTED SOON.

In the segment of second hand properties, greater price adjustments are needed to boost transaction dynamics. The pool of buyers willing to pay overvalued property prices was already exhausted in 2023, highlighting the need for more realistic pricing.

Regarding the announced changes in the taxation of real estate and income generated from short term rentals, as well as the announcement of a new Law on the Management and Maintenance of Residential Buildings, their effects will only become visible after some time has passed following their implementation. It also remains to be seen how the discouragement of short term rentals will impact the market, i.e. how many such properties will appear for sale or for long term rental in the future.

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INTERVIEW/ CORPORATE

The high demands of our clients are our incentive Today’s buyers are looking for properties that combine aesthetic appeal, functionality, and security

SERGIO SERDARUŠIĆ CEO of Eurovilla

hen it comes to presenting properties, the difference between real estate agencies often lies in how they approach each segment of the process – from preparation for visual presentation and marketing strategy to personal on site representation, for Diplomacy&Commerce says Sergio Serdarušić, CEO of Eurovilla. It is crucial for a property to be showcased through high quality photography and video content.

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What do clients specifically look for when it comes to luxury real estate (square footage, amenities, location, new or old buildings...)?

Clients seeking luxury real estate typically have very high standards and look for a combination of key elements—both in terms of the property itself and its location, as well as additional amenities.

Luxury properties generally offer larger floor areas with open layouts that allow for a fluid flow between various zones—living rooms, kitchens, dining areas, and bedrooms. There’s also an emphasis on intelligent use of space, where every part of the property is functional, and details like high ceilings and large windows contribute to a sense of spaciousness.

Clients expect the use of high end materials (marble, wood, glass) and contemporary design elements that highlight aesthetics and durability. Built in kitchen 24

appliances, advanced heating and cooling systems, and smart home automation systems (smart home technology) which allow for control of lighting, security, and temperature, are commonly expected. Special attention is paid to details—elegant surfaces, high end flooring, and personalized interior design solutions.

Location is crucial—luxury properties are usually found in prestigious parts of the city, close to cultural institutions, top schools, fine restaurants, and boutiques. Many clients look for properties with impressive views (of the sea, city skyline, or nature),

while also being situated in quieter, secure neighbourhoods that offer privacy and tranquillity. Good transport connections are important, although areas not exposed to daily traffic congestion are preferred, as they enhance the feeling of exclusivity.

Modern projects often attract clients due to contemporary technical solutions, energy efficiency, security systems, and performance guarantees. Design driven solutions and open concept interiors are also highly valued. On the other hand, luxury properties with a rich history appeal to buyers who appreciate authenticity, ar-

MODERN PROJECTS OFTEN ATTRACT CLIENTS DUE TO CONTEMPORARY TECHNICAL SOLUTIONS, ENERGY EFFICIENCY, SECURITY SYSTEMS, AND PERFORMANCE GUARANTEES

chitectural details, and the unique charm of older buildings. Such properties, often located in historical city centres, combine modern comfort with preserved tradition.

Security features like video surveillance, alarm systems, and even private security teams are common in luxury estates. Many projects include private spa centres, fitness rooms, swimming pools, and even green areas or terraces with panoramic views—further enhancing the sense of luxury.

Some clients look for additional services such as a concierge, private property management, or regular maintenance options that ease daily living.

Automated systems for lighting, climate control, and security have become standard in high end properties. Recently, there is a growing focus on energy efficient design, sustainable materials, and the integration of renewable energy sources, all contributing to a reduced ecological footprint.

Clients in search of luxury real estate expect top tier quality in every detail. While some focus on impressive square footage and modern features, others value historical charm and exclusive locations. Overall, a luxury property must offer a blend of comfort, aesthetics, safety, and refined amenities tailored to the buyer’s individual lifestyle and needs. This approach allows each client to find the ideal property that suits their taste and requests —whether it’s a state of the art new development or a building steeped in history and character.

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How has the concept of luxury evolved or expanded in today’s Croatian real estate market?

What are real estate agents on the ground experiencing first hand?

The concept of luxury in the Croatian real estate market is undergoing a dynamic redefinition. First hand experiences from real estate agents reveal a wide range of nuances in how luxury is perceived today. Traditionally, luxury properties were associated with size, prestigious locations (particularly along the Dalmatian and Istrian coasts), and high end construction and materials. Grand architectural achievements, villas with a view of the sea, or panoramic sights in UNESCO protected areas were often the hallmark. Today, however, the definition of luxury extends beyond just physical attributes.

Luxury no longer necessarily means vast square footage—it now encompasses advanced technology and a high quality of life. Increasingly more international buyers are seeking an “authentic” experience, while maintaining the luxury standards they’re accustomed to in Western Europe. This shift is expanding traditional boundaries of luxury to accommodate specific needs of international buyers.

Modern buyers often see luxury in comfort, access to nature, cultural richness, and the quality of services. For many, luxury is now defined as an investment that delivers “experience of a lifetime” rather than just a status symbol.

According to many agents, today’s buyers are looking for properties that combine aesthetic appeal, functionality, and security.

Therefore, luxury is increasingly measured by the complete lifestyle a property enables, not just by its size or exclusive location. Agents report that premium equipment, smart home systems, and the development of private communities with amenities—like pools, fitness and spa centers—are becoming key selling points. This means that the concept of luxury has expanded to reflect the full experiential value of a property.

What makes the “difference” between real estate agencies and what should be especially considered when presenting properties (from preparation for visual presentation to on site showings)?

When it comes to presenting properties, the difference between real estate agencies often lies in how they approach each segment of 26

THE CONCEPT OF LUXURY HAS EXPANDED TO REFLECT THE FULL EXPERIENTIAL VALUE OF A PROPERTY the process – from preparation for visual presentation and marketing strategy to personal on site representation. It is crucial for a property to be showcased through high quality photography and video content.

Agencies that invest in professional equipment and filming techniques such as drones or 3D virtual tours create the impression that the property is worth attention. Photos and videos can convey the atmosphere of the space, highlight its advantages, and make the most of natural lighting.

Preparing the space through home staging – i.e. furnishing and decorating the interior to create an appealing ambiance – makes a significant difference. Well arranged, neutral, and modern interiors allow potential buyers to imagine themselves living in the space, while a cluttered or overly personalized environment can

diminish its appeal. In addition to traditional photographs, agencies that prioritize digital presentation use social media, virtual tours, interactive cadastral maps, and similar tools to reach a wider audience. Detailed property profiles on the agency’s website, with clear descriptions, technical specifications, and surrounding area details, increase transparency and build trust with potential clients.

An agency with well trained agents is able to convey enthusiasm and respond in detail to all questions potential buyers may have. A skilled agent will highlight all key features of the property – both in terms of visual appeal and functionality – while also tailoring the conversation to the client’s needs. Viewing appointments are often carefully planned to create a pleasant and seamless experience, ensuring that the space is clean

and tidy and that the safety of both the host and visitors is guaranteed.

An on site presentation should not be merely formal; it is an opportunity to establish a personal connection with the buyer. Honesty, transparency, and professionalism on the part of the agent are essential, as they increase the potential buyer’s trust in both the agency and the property. It is especially important to provide all relevant information—from technical specifications to financing options—which helps facilitate the decision making process.

Agencies that stand out often offer additional support and advisory services, such as assistance with obtaining necessary documentation, organizing technical inspections, and providing advice on potential improvements after the purchase. This holistic approach can significantly simplify the buying process and enhance overall client satisfaction.

The difference between real estate agencies is most evident in the details—how they present properties using visual and digital tools, how they establish communication bridges with clients, and how they personalize and structure their services. Agencies that invest in high quality photography, home staging, professional viewing preparation, and value added services gain an advantage in creating a more favourable impression and increasing the perceived value of the property in the eyes of potential buyers.

This kind of approach can not only accelerate the sale but also build the agency’s reputation as a reliable and modern partner, which is crucial in a competitive real estate market.

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A comprehensive approach is our advantage Opereta is not just a broker. Opereta is a partner throughout the entire life cycle of a property BORO VUJOVIĆ

• MARKET MONITORING AND EDUCATION We regularly publish our own Bulletin featuring real estate market analyses, participate in real estate forums and professional conferences, and provide educational sessions for students and clients. Our goal is to support informed decision making when purchasing property for living or investment purposes, as well as to enhance financial and market literacy.

Opereta Real Estate Director

ur clients stay with us through multiple transactions because they recognize the value of a long term relationship, a professional approach, and turnkey solutions, says Boro Vujović, Director of Opereta Real Estate, for Diplomacy&Commerce. In doing so, we don’t just offer a transaction — we offer security, expertise, and a personalized experience, Vujović explains.

O

Opereta Real Estate is one of the leading real estate agencies on the market of the capital and beyond. What sets your agency apart from the competition (e.g. Opereta Projektiranje)?

Opereta offers a full service model that allows clients to access all services needed for a safe, profitable, and personalized property purchase or sale in one place. Our competitive advantage lies in a comprehensive approach that includes: • REAL ESTATE BROKERAGE Purchase, sale, and rental of all types of properties with complete process management and legal transaction security.

• INTERIOR DESIGN SERVICE Tailored for investors and buyers to increase the market appeal, functionality, and value of the property.

• VIRTUAL PROPERTY TOURS Professional 3D visualization of the space, allowing buyers to explore the property in detail without physically visiting it, increasing visibility and speeding up purchase decisions.

How would you assess the current real estate market in Croatia, Zagreb, and how do you expect it to develop over the next year (supply, prices, etc.)?

• MARKET VALUE ASSESSMENT OF THE PROPERTY Provides accurate and professional property valuation so that sellers can make informed pricing decisions and buyers can understand the value of their investment.

• PROFESSIONAL PROPERTY MANAGEMENT SERVICE Designed for property owners who wish to rent or maintain their property worry free. This includes administration, maintenance, and tenant communication.

• LOAN BROKERAGE Covers creditworthiness analysis, selection of optimal financial solutions, and tax optimization in cooperation with banks and financial institutions.

• DESIGN AND PROJECT MANAGEMENT For investors and individual buyers, aimed at optimizing costs and maximizing project profitability.

The market in Zagreb is very active and dynamic. Demand still exceeds supply. There are not enough new developments; around 3,000 apartments are built annually, which is far from sufficient to meet market needs. There is a chronic shortage of affordable housing, but also of premium projects. No significant changes are expected in the coming period considering the continued availability of favourable loans, inflation, and the lack of alternative investment options.

When it comes to supply, what does your agency offer in terms of properties suitable for diplomatic missions, embassies, ambassadors’ residences, and consulates?

We have an excellent selection of apartments and houses suitable for diplomats. One notable aspect of the Zagreb market is that owners of high end properties usually do not want their apartments or houses listed publicly, but prefer targeted offers to potential buyers and tenants. As a result, most of our premium listings are not visible on our website.

What are the requirements of diplomatic clients when looking for a property, what are the specific needs, and what do you pay particular attention to?

It depends on the country as well as the role of the individual in the embassy. Properties near embassies, in residential areas of the city, and close to international schools are most in demand. This is why there is high interest in apartments located in Središće and Knežija.

Where does the real estate market in Croatia stand compared to neighbouring countries and similar EU countries, and what are our advantages and disadvantages in relation to them?

At this moment, the Croatian market is very similar to the markets in neighbouring countries, unlike some important markets for us such as Germany and Austria, which are experiencing stagnation in transactions and a slight price correction. Our advantages include the fact that we are not experiencing an economic crisis like they are, and we have low interest rates on housing loans. Construction is limited, so demand exceeds supply. The downside is that our market lacks large scale residential projects and luxury resorts, which are present in some neighbouring countries.

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NEW HIGH SCHOOL IN ZAGREB International British School Bright Horizons HIGH-QUALITY BRITISH EDUCATION

Admissions are now open for the 2025/26 school year High school: Harambašićeva street 19 Primary school: Sveti Duh 122

info@britishschool-zagreb.hr / www.britishschool-zagreb.hr

INTERVIEW/CORPORATE

You don’t just build a brand

– you shape how people feel, connect, and trust We offer our clients much more than just high end household appliances – we deliver a complete, premium experience centred around quality, innovation, and personalized services ANA LENDARIĆ

Brand Activation Manager · Miele Croatia

rs. Ana Lendarić, Brand Activation Manager at Miele Croatia, as a successful business woman, reveals for Diplomacy&Commerce magazine how difficult it is today to follow fast paced business trends as a woman and what guides her when making business decisions. Last year Miele celebrated 125 years of quality with various jubilee offers and novelties. In this regard, she presents us with the novelties they offer and how they differ from the competition.

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Last year Miele celebrated 125 years of quality with various jubilee offers and novelties. What novelties are you presenting this year and what would you say is your mission?

Well, this year we are very excited to present in the Croatian market a completely new vacuum cleaner generation which is redefining floor care – the Miele Guard series. The new top model, Guard L1, takes everything to the next level: it is more convenient to use, more hygienic, more elegant – and networked. With this, we are completely reinventing ourselves in the field of bagged cylinder vacuum cleaners.

We also presented the flagships in the new laundry care generation by the name „Nova Edition”. At the core of the washing machine is the world’s first drum without drum ribs, which ensures even gentler care and longer lifetimes for delicate fabrics. Thanks to further optimised process technology, the Nova Edition appliances also offer shorter programme running times for smaller load sizes, increased flexibility during loading and much more besides.

Naturally, all the new products are also tested to last for the equivalent of 20 years. Which is still, after 125 years our guiding principle – to offer quality that lasts.

With this novelties, we continue with our belief that you should love what you live with.

Which is why we are communicating this emotional aspect to our products and our brand in a form: Once a Miele, Always a Miele.

What does Miele Croatia offer its clients and how do you stand out from the competition?

Clients have access to a portfolio of products that combine cutting edge technology with timeless design, whether it’s for laundry care, kitchen appliances, or floor care. We support 30

WE SUPPORT CLIENTS THROUGHOUT THEIR ENTIRE JOURNEY, FROM INITIAL CONSULTATION AND TAILORED PRODUCT ADVICE TO PROFESSIONAL INSTALLATION, PRODUCT DEMONSTRATIONS, AND ONGOING AFTER SALES CARE clients throughout their entire journey, from initial consultation and tailored product advice to professional installation, product demonstrations, and ongoing after sales care.

What truly sets Miele Croatia apart from the competition is its unwavering commitment to long term quality and customer satisfaction.

Miele is one of the few – and in Croatia, the only – premium appliance brand that operates its own network of in house service technicians. This means our clients enjoy peace of mind knowing their appliances are not only built to perform but are expertly supported throughout their lifetime.

While many competitors focus heavily on price promotions or mass market strategies, we distinguish ourselves by focusing on trust, expertise, and delivering value that lasts for decades. Products are built for a lifespan of up to 20 years, and every element of the customer experience reflects our brand’s core promise of “Immer Besser” – “Forever Better”. The consistent focus on craftmanship, customer care, and innovation positions Miele Croatia as the clear leader in the premium appliance market.

Miele Experience Centers are open for all interested customers. What exactly do they offer and how was their concept conceived?

Miele Experience Centers are designed to offer consumers a premium, immersive environment where they can interact with Miele’s products in a meaningful way. The goal is to help customers fully understand the performance, design, and innovative features of Miele appliances – empowering them to make more informed decisions based on their lifestyle and needs.

The concept behind our Experience Centers was born out of Miele’s deep understanding of its clientele and its long lasting brand philosophy. Miele recognized that for premium products, especially those integrated into the heart of the home, consumers increasingly value education, engagement, and trust. They want to connect emotionally with the brand and see the quality for themselves.

Ultimately, our Miele Experience Centers are about building lasting relationships with customers. It’s a concept that blends retail, hospitality, and brand storytelling into one seamless experience.

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How would you evaluate business conditions in light of the crises we are living in from inflation, sanctions, customs...? How much does it affect business and in what ways?

How do you solve these problems?

There’s no denying that the current business climate is challenging. Inflation, supply chain disruptions, and evolving trade conditions have impacted every player in the market – us included. Costs are rising, lead times can be unpredictable, and navigating regulations requires constant attention.

However, our response has always been to stay proactive, not reactive. We’ve strengthened our logistics and inventory planning, built closer relationships with our suppliers and optimized our operations to remain flexible. Being a premium brand means our clients expect stability, even in unstable times – and we take that responsibility seriously.

Our in house service infrastructure also gives us a significant advantage; we maintain control over the client experience, even when external factors are tough. We don’t just weather crises – we adapt, and we continue to deliver the level of quality our consumers expect.

How difficult is it to be a successful businesswoman in Croatia today and how much, in your opinion, has the position of women changed in the business world?

First of all, thank you very much for the lovely compliment – it truly means a lot to be recognized as a successful businesswoman, especially in today’s fast moving and challenging environment.

From my experience as a Brand Activation Manager and as part of the management team at Miele Croatia, I would say that being a successful businesswoman today is a rewarding but demanding journey. Croatia has definitely made progress – there’s much more awareness about the importance of diversity in leadership and opportunities for women.

However, success still often requires an ex-

IT’S IMPORTANT THAT DECISIONS REFLECT A CLEAR SET OF VALUES AND A VISION FOR THE FUTURE tra layer of persistence. Women often juggle high professional demands with traditional expectations in their personal lives, and we sometimes have to work even harder to earn the same recognition.

In my view, the position of women in the Croatian business world is slowly changing – today we are more visible, more vocal, and more supported. But to truly level the playing field, we need deeper systematic changes, more inclusive policies, and a shift in mindset across all levels of society.

What guides you when making decisions, besides of course business philosophy and the interests of the company you work for? Do you have any special principles that guide you?

Of course, when making decisions, my first priority is always aligned with our business philosophy and the best interest of the company. However, on a personal level, I do follow a few core principles that guide me in every situation.

Integrity is the foundation for me – doing what’s right, even when it’s not the easiest path.

I believe that long term success is built on trust, and every decision we make either strengthens or weakens that trust with colleagues, customers, and partners.

Another important principle I follow is empathy. Understanding people’s motivations, challenges, and expectations helps me make decisions and activate the brand in a way that feel relevant and authentic. At the end of the day, our work is only meaningful if it resonates with our consumers.

Lastly, I believe strongly in consistency. For me, it’s important that decisions reflect a clear set of values and a vision for the future. Even when things are moving fast, staying consistent in what you stand for gives people confidence and creates a strong, reliable brand – and it ensures that we deliver on our brand promise over time.

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INTERVIEW/SOCIETY

ropean culinary competition for persons with disabilities – CUPI’S SPOON a global gastronomic competition that celebrates inclusion and talent across six continents.

What makes you special and different is that you help those in need through the art of gastronomy. What does that actually mean in practice?

CUPI’S SPOON gastro competition This is an education that goes beyond traditional theory – learning is achieved through work, experience, and togetherness

VEDRAN HABEL

President at Udruga UNUO

e are still among the few in Europe in the field of working with persons with disabilities through the art of gastronomy. While most associations specialize in working with users who have a specific, same type of disability, at the Udruga UNUO we foster an inclusive approach – working with users of various types of disabilities without distinction, says Vedran Habel, President of Udruga UNUO, for Diplomacy&Commerce.

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Udruga UNUO was founded in 2009 with the aim of empowering persons with disabilities, children without adequate parental care, and children and youth in vulnerable situations. How do you specifically support these groups?

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Udruga UNUO bases its mission on a concrete and practical approach – through the art of gastronomy, we provide users with tools that enable them to acquire skills necessary for independent living and active participation in the labour market. Through interactive and educational workshops, we offer users the opportunity to discover their own talents, develop skills, and become empowered for employment, especially in the hospitality and tourism sector. This sector offers a wide range of job opportunities, the possibility of adapting the work environment, and – which is particularly important for our users without parental care – often provides accommoda-

tion and a hot meal, which can be crucial for their transition to independent living.

What would you highlight as your goals, mission, and vision?

• Our goals are To increase the visibility of persons with disabilities and raise global awareness of their abilities among citizens, policymakers, and potential future employers.

• Our mission is: To inspire persons with disabilities every day and encourage their inclusion in society and the workforce through our projects!

• Our vision is To promote inclusion from Europe to the world through the first Eu-

90% OF OUR PARTICIPANTS FOUND EMPLOYMENT AFTER COMPLETING OUR PROGRAM

At Udruga UNUO, we truly believe that gastronomy can be much more than food preparation – it can be a powerful tool for empowerment and inclusion. Over the years, we have developed an innovative teaching methodology and specialized technology adapted to people with different types of disabilities, making the learning process accessible to everyone, regardless of their challenges.

Equally important to us is educating business owners and their employees – to teach them how to properly communicate with and work alongside persons with disabilities, thereby building a bridge between our beneficiaries and the actual labour market.

What makes our methodology unique is the multisensory approach we apply in food and beverage preparation. Through touch, smell, taste, hearing, and sight – our participants learn in a creative, intuitive, and emotionally powerful way. This is precisely what makes gastronomy an art form and sets it apart from conventional types of education.

One of the most important aspects of our work are the public performances of our users – in front of citizens, employers, and decision makers. Through culinary competitions and other public events we organize, our participants have the opportunity to demonstrate what they know and can do. And the audience no longer sees them through the lens of disability, but through the lens of skills, effort, dedication, and potential.

That’s why we always say – look at these people through the eyes of an employer. If you’re looking for an employee who is cheerful, neat, kind, strong, organized, and capable – there’s a high chance that the person in front of you has all those qualities. And you don’t necessarily have to come from the hospitality sector. What matters is that you recognize potential and give someone a chance.

For us, the art of gastronomy is our most powerful tool. And we don’t say that out of enthusiasm, but because of real, measurable

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work mean to you personally, and what is your message to all those who can help those in need in their own way?

results. In fact, 90% of our participants found employment after completing our program, which is the best proof that our model works.

How do end users and intended beneficiaries perceive gastronomy? What do they cook, and how is their effort reflected (any special dishes, preparation methods, etc.)?

Our end users experience gastronomy as a kind of adventure – an opportunity for learning, self expression, and personal growth. For many of them, the first encounter with food or beverage preparation happens through our interactive educational workshops, which makes that moment particularly meaningful. For them, gastronomy is not just a means of nourishment – it becomes a tool for gaining independence, establishing routines, and building self confidence.

We place special emphasis on training them to prepare quick and healthy meals – because that’s the foundation of independent living. We teach them how to make simple but nutritionally balanced dishes that help them feel well and stay functional in everyday life. Additionally, through various activities, we constantly remind them of the importance of togetherness – because there’s no greater joy than gathering around the table and enjoying something we’ve prepared together.

Through the use of our self developed digital educational materials, users are able to skilfully follow step by step instructions for preparing a variety of dishes.

Whether it’s making homemade soup, bread, smoothies, cakes, or even more complex meals like risotto, everything is designed to be accessible and adaptable to their abilities.

Their effort is reflected in every detail – in the way they carefully select ingredients, in the precision with which they follow instructions, and in the team spirit that develops among them. Fully aware of the importance of cooperation, we encourage teamwork, where everyone contributes according to their abilities – and always just a little bit more than that.

Udruga organizes a large number of competitions both in Croatia and across Europe. What is your connection with similar organizations abroad, and what are the experiences of your end users?

EVERY CITIZEN SHOULD AT LEAST HAVE A BASIC CULTURE AND EMPATHY IN DEALING WITH PEOPLE WITH DISABILITIES The broad and inclusive nature of our gastro competitions is what makes them recognized beyond the borders of Croatia. An increasing number of European organizations are acknowledging the importance of our approach and are involving their own beneficiaries in our projects. Regardless of their primary focus, they all share one common goal – to give their users the opportunity to showcase their skills, gain new experiences, and feel proud of their achievements.

The experiences of our end users speak louder than any numbers – when they step onto a competition stage, in the heart of their country’s capital, presenting themselves as contestants, as chefs, as creators – it becomes a life changing moment. Each participant receives a personalized certificate of appreciation, while the most capable ones are awarded the title of national champions.

But we don’t stop there – national champions are invited to Zagreb, where they undergo additional training with our professional mentors, chefs, and bartenders, and take part in the semi final and final rounds of the competition.

These gatherings are a place of learning, new friendships, and above all – the spreading of unity and a strong sense of belonging.

The highlight of the entire project comes at the end – every year, the grand finale is held at the Vatican, where the flags of participating countries are raised, and medals are awarded to the winners. However, this event is much more than just the conclusion of a competition. It is a symbol of inclusion, respect, and recognition for those who are often left at the margins of society.

To us, this is not just a competition – this is a movement. A movement that is building a Europe where diversity is not a barrier, but a strength. A movement that uses gastronomy as a bridge between people, cultures, and opportunities.

You are a professional chef with nearly 30 years of experience.

You have cooked for the former presidents, Kolinda Grabar Kitarović and Stjepan Mesić, turned down numerous well paid offers from abroad, and decided to help people with disabilities. How much does your

As a professional chef, I can say that I have achieved all my professional goals – I’ve cooked for presidents, worked in top restaurants and hotels, and had the opportunity to work abroad under conditions that many dream of. However, despite all of that, at one point, I felt a sense of emptiness. When I started working as a culinary teacher for adult education, I realized that my knowledge, although professional, was not enough. In my first workshops with people with disabilities, such as the deaf or blind, I can honestly say I felt defeated. I didn’t know how to approach them, how to teach them, or even how to communicate. I realized I had to start learning again – but not from books, from them. That’s when I founded the association.

I gave myself five years to learn – by listening, observing, and trying to understand their needs. On weekends, during holidays, I even hosted young people with various disabilities in my family. While living with them, I saw something that changed me forever – their memories of tastes, smells, colours, and emotions tied to food were incredibly strong. Although they would forget the names of my family members, they would remember the entire process of preparing a dish very precisely. I realized that gastronomy was their language.

Words cannot describe how much this work means to me. It is not just a job or helping – it is my life’s mission. Every educational moment, every competition, every smile on their face when they prepare their first independent meal – that’s what drives me.

I want to thank all the people with disabilities who have given me the opportunity to work with them, to learn from them, and together, build a society that does not know differences, but recognizes potential.

My message to everyone is simple – we can all help, and we should. Sometimes it’s enough just to give an opportunity, lend a hand, or open a door. And believe me, every citizen should at least have a basic culture and empathy in dealing with people with disabilities. Because the truth is – each of us will one day become a person with a disability. What we will need then is exactly what we can offer today – understanding, respect, and support.

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CORPORATE

How the British Education Model is Redefining the Landscape of Croatian Schooling IGCSE and A levels- University recognition worldwide

MILENA PRODANIĆ TIŠMA,

entrance qualification - allows students to specialise in three to four subjects aligned with their academic interests and career goals.

This depth of focus is a hallmark of the British system and stands in contrast to broader models found in the US or Croatia, which often require students to cover a wide array of subjects until graduation.

Founder and Principal of Bright Horizons

s education systems across the world face growing pressure to evolve, the spotlight is increasingly turning towards models that do more than prepare students for exams - models that foster critical thinking, self-direction and global readiness. In Croatia, one school is leading this shift: Bright Horizons, an International British School based in Zagreb, is pioneering the integration of the British education model in a local context.

The past academic year, the school expanded its offer to include a full sixth form programme based on A Levels - a move that further strengthened its position as a flagship institution for international education in the region.

Bright Horizons, a certified Cambridge International curriculum school, introduced their students the globally respected IGCSEs. This model is grounded in academic rigour, subject depth, and skills-based learning, with increasing numbers of Croatian families now recognising its relevance in a fast-changing global landscape.

A

PERSONALISED EDUCATION IN PLACE OF ONE-SIZEFITS-ALL In contrast to the traditional model of teaching, which remains largely uniform and exam-oriented, the British approach offers greater personalisation. Students select their subjects based on strengths and aspirations, and assessments are designed to measure not only knowledge, but understanding, interpretation and real-world application.

“In the British education system, students are taught how to think not what to think. That’s the 34

BRIGHT HORIZONS, A CERTIFIED CAMBRIDGE INTERNATIONAL CURRICULUM SCHOOL, INTRODUCED THEIR STUDENTS THE GLOBALLY RESPECTED IGCSES fundamental distinction. It’s not about memorising information, but about building the skills to reason, analyse and think independently,” explains Milena Prodanić Tišma, founder and headteacher of Bright Horizons.

Her philosophy is rooted in a commitment to the individual learner. “Children don’t need moulds - they need space. Space to grow, to get things wrong, to express who they are. The British system provides that structure which supports freedom, rather than stifling it.”

FROM ZAGREB TO THE GLOBAL STAGE The school welcomes pupils from diverse national and cultural backgrounds, and classes are taught entirely in English. Beyond language, this daily exposure to a multicultural environment nurtures openmindedness and the values of global citizenship.

Both IGCSE and A Level qualifications are recognised by over 2,000 universities in 160 countries, including elite institutions such as Oxford, Cambridge, Harvard and MIT. As a fully accredited Cambridge International School, Bright Horizons offers students access to certified exams, highquality teaching resources and internationally trained educators.

A BRITISH SCHOOL IN THE HEART OF CROATIA With the launch of its A Level sixth form, Bright Horizons becomes one of the few institutions in Croatia offering a complete British education, from early years through to university entry level.

This development provides a timely alternative for families who may have previously considered international schooling only in later years or even abroad.

The A Level programme - the British equivalent of a university

EDUCATION FOR LIFE, NOT JUST QUALIFICATIONS Alongside strong academics, the school places equal emphasis on life skills: communication, time management, teamwork, problemsolving and emotional intelligence are interwoven throughout the curriculum. Class sizes are small, allowing for tailored support and meaningful mentorship between staff and pupils.

“Parents appreciate the school’s transparency, its partnership approach, and the clear commitment to long-term student development. And for our pupils, this becomes more than just a school - it’s a place of safety, discovery and growth,” says Prodanić Tišma.

INVESTING IN THE FUTURE In a country where education reform continues to face structural hurdles and where many young talents look abroad for academic opportunity, institutions like Bright Horizons signal a progressive shift towards European and global standards. They provide a meaningful option for families seeking excellence in education without the need to leave Croatia.

“I believe that students deserve an education system aligned with the realities of the modern world - and the British model provides just that. It doesn’t offer pre-set answers but teaches children how to seek their own. That, more than anything, is what the world needs today,” concludes Milena Prodanić Tišma. www.diplomacyandcommerce.hr

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In Split, wine lovers dining at Konoba Ma:Toni can enjoy 20% off the wine list and other drinks with a Mastercard payment. In Dubrovnik, a meal at Marco Polo restaurant comes with a 10% discount – simply book your table online beforehand. Craft spirit aficionados will find up to 15% off at House of Spirits, a go to for unique Croatian spirits.

And that’s not all — Matcha enthusiasts can treat themselves at SAMO Matcha, offering a 15% discount across the entire webshop range, including organic Uji and Otsuka matcha and traditional accessories like bamboo whisks, spoons, and ceramic holders. Just use the promo code and pay with your Mastercard to unlock the deal.

Nature lovers will appreciate Biljke.plants, where Mastercard cardholders enjoy 10% off a beautiful selection of sustainable plant terrariums, perfect for bringing a touch of greenery to your home or office. Culture seekers can also save, with 5% off entry to the quirky Museum of Hangovers, and 10% off the immersive Zagrebarium City Tour. Over in Šibenik, Fortresses of Culture visitors can enjoy various discounts on tickets, souvenirs, and concerts.

The best part? New deals are added throughout the year! Visit priceless.com/mastercard vrijedi vise regularly to stay updated and make the most of your Mastercard benefits.

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PEOPLE&EVENTS

Minister of Foreign and European Affairs Gordan Grlić Radman, European Parliament President Roberta Metsola, Commissioner Dubravka Šuica, and Vice President of the Croatian Parliament Željko Rainer

“EXPERIENCE EUROPE” Multimedia Center opens its doors in Zagreb March 3rd he new multimedia center “Experience Europe” is open to all visitors who want to discover more about the European Union and how its decisions affect our everyday lives in an interesting and dynamic way. European Parliament President Roberta Metsola participated in the inauguration ceremony of the center. In her speech, she emphasized that Europe is much more than a geographical concept. “It is a community of values ​​ based on shared cultures and experiences that have united us and that allow us to be strong and united in facing challenges.” The President also referred to Croatia’s membership in the EU. Despite the fact that Croatia is the youngest member, its initiatives and incentives are at the very center of the European Union’s activities, she asserted. The inauguration of the Experience Europe Centre, which is a joint initiative of the European Parliament and the European

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Commission, was attended by Commissioner Dubravka Šuica, Minister of Foreign and European Affairs Gordan Grlić Radman and Vice President of the Croatian Parliament Željko Rainer, along with senior Croatian officials and MEPs. In addition to Zagreb, interactive exhibition spaces operate in Berlin, Ljubljana, Helsinki, Strasbourg, Copenhagen, Tallinn, Paris, Rome, Stockholm, Vienna, Warsaw, Prague, Luxembourg and Dublin. The center is located in the very center of Zagreb, at Bakačeva 3, and is open seven days a week. Admission is free, and on two floors, citizens can use the exhibition space with visually attractive specialized content about the European Union and an educational role playing game. It is a simulation of the work of members of the European Parliament for organized groups of visitors who can thus better familiarize themselves with the process of adopting European laws.

European Parliament President Roberta Metsola

www.diplomacyandcommerce.hr

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PRO PR Globe Award Winners

SELCE, CRIKVENICA RIVIERA PRO PR Globe People Achievement Awarded April 7th hat was the 22nd International PRO PR Conference. Danijel Koletić from the Apriori World agency, which brings together a community of public relations experts, addressed the event as the president of the Organizing Committee and emphasized that “con-

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stant changes are directing us towards a constant exchange of knowledge and experience.

Winners of this award are nominated by former winners, including four global communications associations: Public Relations and Communications Association (PRCA), International

Public Relations Association (IPRA), International Communications Consultancy Organization (ICCO), and Chartered Institute of Public Relations (CIPR). All winners were presented with unique graphics, works by students of the Academy of Applied Arts in Rijeka.

Diplomacy&Commerce Serbia Award Winners

Diplomacy&Commerce Serbia edition Awards Ceremony for 2025 Held

Robert Čoban, Director of the magazine “Diplomacy & Commerce” in Serbia

YUGOSLAV CINEMATHEQUE IN BELGRADE Diplomacy&Commerce Serbia edition Awards Ceremony for 2025 Held April 26th s a special segment of the celebration, twenty three Diplomacy&Commerce awards for 2025 were awarded to individuals, companies and institutions that have made an outstanding contribution to the economic, social and humanitarian development of Serbia. The award winners were decided by an eminent jury consisting of: Marko Čadež, President of the Serbian Chamber of Com-

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merce; Vladimir Gak, President of the Chamber of Commerce of Vojvodina; Brankica Janković, Commissioner for the Protection of Equality; Tijana Palkovljević, Manager of the Matica Srpska Gallery; Igor Černiševski, Executive Director of IAB Serbia; Stevan Ristić, Media Association, Milica Pražić, Breweries Association of Serbia, Danijela Popović Jurić, Red Communications and HRH Princess Ljubica

Karađorđević. The guests present at the opening of the event were addressed by Robert Čoban, Director of the magazine “Diplomacy & Commerce” in Serbia, who presented all the platforms on which the magazine operates as well as its regional coverage, HRH Princess Ljubica Karađorđević and Tatjana Macura, Minister without Portfolio in the Government of the Republic of Serbia.

www.diplomacyandcommerce.hr

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