Communications 2024 by CorD Magazine

COMMUNICATIONS SPECIAL EDITION 2024

CONTENT 04 Trust: The Ultimate Question Nataša Pavlović Bujas

President of the International Public Relations Association (IPRA)

07 Two-way Communication Develops Trust Jelena Gavrilović Šarenac

12 The impact of AI on Marketing Communications Danka Trbojević

Managing Director, DRV

Corporate Communications at Henkel Serbia and Henkel Adria

08 Clients Seek Clear Messages Aleksandra Džaferović

Corporate Communications Manager, Eurobank Direktna

13 Listen, Hear, Formulate & Adjust, then Speak Nevena Kurtović

Managing Director, Fusion Communications

09 Communication Requires Originality Marina Grihović

Founder and Director of PR and Media Consulting Agency Headline and Digital Communications Agency DKIT

10 Long-Term Brand Narratives Yield Results Katarina Pribićević McCann

11 Facing challenges by creating more value Branislava Cagronov

UM Regional Managing Director

COMMUNICATIONS 2024

COMMUNICATIONS 2024 16 Over Seven Hills Alek Garčević

CEO of Sedam Brda

14 A Good PR Story Resounds a Long Way, Right?

18 Striving for continuous growth

RIGHT

Tamara Bekčić

Milena Avramović Bjelica

Chapter 4 Co-founder & Executive Director Chapter 4 Co-founder & Managing Director

20 Every Project is a New Story Marina Bolanča

CEO of Abeceda Communications

21 Open Approach to Creative Work Andrea Ivančević

Founder & Chief Creative Officer, Rocket Flow

22 Navigating the Dynamic Landscape of 2024 Communication Trends

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INTERVIEW

TRUST: THE ULTIMATE QUESTION Neither companies nor individuals and institutions will be able to remain silent any longer when it comes to social events, especially in this historically unique year of elections, with over 4.5 billion people in more than 60 countries set to decide the future of their communities in 2024

NATAŠA PAVLOVIĆ BUJAS President of the International Public Relations Association (IPRA)

esearch indicates that communications professionals are now more equal members of top management than ever before, but also represent pillars in many strategic decisions. That’s why our conversation with Blumen Group Director Nataša Pavlović Bujas, who has amassed decades of experience in the field of communications and was recently elected global president of the International Public Re-

lations Association (IPRA) for 2024, focuses on questions that aren’t only important for companies and professionals in this field, but also for citizens who – in an overabundance of information – are increasingly losing trust in what is written or spoken and seeking guidance. What do people want to hear today, and from whom? — The communication scene in this and the coming year, or even in sub-

sequent years, is indeed fascinating. On the one hand, we have the intensifying use of artificial intelligence, which arrived earlier than expected and predicted. On the other hand, there ias growing concern about the decline in trust and the increase in content offering unreliable, false, and/or entirely fabricated information. Artificial intelligence certainly streamlines many phases and processes in communications, saving resources – in terms

COMMUNICATIONS 2024

of time and people – and opening up space for communication and professional communicators to be elevated to a higher level. To address the PURPOSE – the essence of our profession and everything we communicate. Back to basics – to return to our roots and take responsibility for our own impact – to inspire real change and progress with what we communicate, to unite the public (any) around common goals and values. What people want today from companies, institutions and individuals is the transparent communicating of views on significant social issues, activities, activism for community advancement, reliability and consistency. Which communication channels do audiences prefer and most

and to whom and how to address messages. The same thing happened with traditional mass communication channels – radio, TV, print newspapers. Nothing disappeared completely, but everything evolved. It is clear that social media platforms will also evolve, rapidly and intensively, under the influence of AI. The question of trust is particularly relevant. According to the 2024 Edelman Trust Barometer, a reputable and traditional annual survey, the question of TRUST will be the question of all questions this year. It seems that the public trusts the media the least, followed by governments and politicians. People most trust those they see as being similar to themselves, which is why social media platforms remain highly important for communica-

because the goal is no longer just to reach users and prompt a reaction/engagement, but to keep them engaged for as long as possible with the created content and the message we convey. We know that video will remain a favourite communication tool, and we will even see longer video content on TikTok – of up to 15 minutes. Discussions and public communication are increasingly shifting to Instagram Threads, which, in just six months, has reached 100 million monthly users and is continuing to grow. LinkedIn continues to surprise – as a unique network based on organic content reach, which has gathered more than a billion users to date. It is also important to know that data, data, data – whether that relates to personal data protection or analytics – remains an essential topic for education and understanding the digital domain and communication in general.

THE INTERNET AND SOCIAL MEDIA HAVE ALLOWED LOCAL BRANDS TO SURVIVE WITH SMALLER BUDGETS, Will the use of AI help or hinder AND DIRECT COMMUNICATION WITH CUSTOMERS our creativity? HAS BECOME KEY TO THEIR DEVELOPMENT — Over the 30 years of my profestrust today? Are traditional social media platforms like Facebook and X truly a “deserted land” now? — Again, the specificity and complexity of the times in which we live and work: on the one hand, we have a large and even excessive number of communication channels and tools, software, and algorithms that change and develop extremely rapidly. On the other hand, we have several generations of users that differ completely in terms of their habits, behaviour, values and beliefs, and that are quite digitally illiterate. Optimising communication towards target groups that are so different has been a significant challenge for some time already. I don’t think traditional social media is entirely “deserted”, but I think there is a clearer profile of what each network is used for, how to use it intelligently, cordmagazine.com

tion, along with those sources that convey scientifically confirmed information and/or information from verified experts. Therefore, alongside trust, another key word will be REPUTATION. What are today’s key trends in digital and video marketing? — I avoid making such assessments and predictions, because previous research indicated that artificial intelligence (such as ChatGPT) would only enter into use from 2027, with applications like Midjourney becoming relevant from 2030, and yet we are already witnessing the intense use and impact they are creating! We made mistakes in our predictions. Nevertheless, some trends are already being recognised. The significance of genuinely high-quality and unique content is growing,

sional career to date, both in management and communications, we’ve been cautioned about various things: the internet was the first threat, then websites and emails, followed by mobile phones, Google knowing everything about us, and then social media. It was on these platforms that intimidation reached its peak and was most intense until this most recent one: intimidation by artificial intelligence. The only thing that can threaten us is ourselves – giving up on learning, adopting, improving, adapting and insisting on resisting change. Although the term “artificial intelligence” contains the word intelligence, it is actually software, algorithms and tools that will help us if we learn how to use them. It’s true that it’s advancing rapidly, some even say it’s self-improving, but the human brain is an incredible device and I believe in its potential to be inspired and stimulated

RESPONSIBILITY As uncertainty in the environment grows, so do the expectations of the public, and with that our professional responsibility

CHANGES The only thing that can threaten us is ourselves – giving up on learning, adopting, improving, adapting and insisting on resisting change

MEASURE Computers have replaced typewriters, mobile phones are gradually replacing computers, evolution is more revolutionary today than it has ever been in history, but the measure of everything is still determined by humans

by the use of AI. I read something somewhere that I’ll paraphrase here because it illustrates the current situation well: “Artificial intelligence won’t replace you; that will be done by the person who knows how to use it.” Is there room today for local authenticity, or are we all global citizens for global brands?

nicate directly with users – which is crucial for their development. Local brands are often family-owned businesses, which is additionally important because it’s precisely that kind of entrepreneurial spirit that drives development and innovation. Local brands also care about the welfare of the community and the development of the environment in which they operate,

company decisions and then in implementing them in the communication plan. That’s not by chance: PR experts are primarily familiar with people’s behaviour and needs, then the specifics of communication channels, marketing strategies and management, but they are also excellent analysts and are knowledgeable about data and the use/ interpretation of data.

THE PUBLIC HAS THE LEAST TRUST IN THE MEDIA, FOLLOWED BY GOVERNMENTS AND POLITICIANS. PEOPLE TRUST THEIR PEERS THE MOST, MAKING SOCIAL MEDIA PLATFORMS A KEY COMMUNICATION CHANNEL THE PUBLIC WANTS TRANSPARENCY, ACTIVISM AND CONSISTENCY FROM COMPANIES, INSTITUTIONS AND INDIVIDUALS

— Today, more than ever, there is room for local authenticity, and I would even say it’s on the rise in terms of the attention it receives in the public eye and its increasing value. Even in these regions, we are learning and slowly realising how important each authenticity is – even though it can be costly. Or more affordable. We are indeed global citizens, and global brands will always exist, but they have been localising in recent years – if not their products, then at least their communication, considering the specificities of the local environment. With the development of the internet and social media, local brands have received an opportunity to exist on the market with much smaller marketing budgets than was the case, for example, two decades ago, and to commu-

and I would personally love to see much greater support from both the media and the government when it comes to the development of local brands and family businesses. What should today’s PR and digital marketing look like, to ensure we don’t perceive them as being intrusive? — It’s important for me to emphasise: if PR is intrusive, then it’s not PR, but the unskilled use of some marketing tools. PR today requires multidisciplinary expertise– it’s called a 360-degree profession. And it truly is! Communication experts have long been more than just spokespeople, mainly responsible for media relations, having become experts trained in multiple fields who, as members of management, participate first in making strategic

So, intrusive PR is bad PR, but it exists and will continue to exist. The situation with the intrusiveness of digital marketing is slightly different – on the one hand, it’s necessary to be skilled to resist the capabilities of algorithms and/ or budgets to make your messages always visible, everywhere and to everyone. On the other hand, that’s certainly not what you do if you understand the harm it causes to a brand’s reputation. And not just reputation. So, digital marketing or digital communications that are not guided by strategic communication ultimately do more harm than good over the long run. And yes, you’re right, people perceive them as intrusive, unempathetic, even arrogant, and sometimes even aggressive.

COMMUNICATIONS 2024

CORPORATE

TWO-WAY COMMUNICATION DEVELOPS TRUST As a global company that’s aware of the value of its brands, Henkel is open to communicating with consumers and partners, while it strives to monitor and adapt to new trends peaking in this CorD Magazine interview, Henkel’s Jelena Gavrilović Šarenac, who has amassed vast experience in corporate communications, reveals why the high speed at which information is now transmitted is meaningless without high-quality content, and how traditional media forms persist despite the dominance of online media, as reflected in the importance of synergising strategic consulting, PR work and integrated communications.

You have spent more than a decade and a half dealing with corporate communications at Henkel. How much have the rules, tools, media scene, communication channels and other aspects changed during that time? — The dynamic times in which we live bring changes to our lives on a daily basis, both privately and professionally. As such, I have to admit that a lot has changed since I first launched my career at Henkel. I come from the generation that used to use fax machines to send press releases, while today everything in the field of communications unfolds in real time, and that is what defines all obligations and requirements, professional engagements and public expectations. Specifically, the speed at which information is transmitted has become crucial to timely informing, both internally and externally, while news is written in short formats and the attention of the audience is measured in seconds, and all of these changes to our habits aren’t necessarcordmagazine.com

ily reflected in improved quality, and maybe even the opposite is the case. As a global company, we are open to communicating with both consumers and partners, while we strive to monitor and adapt to new trends in communication. When it comes to the media specifically, noticeable changes are also evident there, and although online sources dominate, the significance of traditional media channels can’t be underestimated. You devote special attention to synergising strategic consulting, PR work and integrated communications. Could you give us an illustrative example of this? — Strategic communication is crucial to the successful operations of all companies, and synergising strategic consulting, PR work and integrated communications is essential to harmonising all messages, activities and channels of communication, and adjusting them to suit target groups. This is particularly important because of the need to harmonise topics and priorities with other sectors, due to the long-term planning of all activities. Each form of communication has its own role to play and leads us to our shared goal, which is satisfying the expectations of our partners, consumers and the community in which we operate. The expansion of social media sites and electronic and digital media strengthens the significance of communication activities and their importance when it comes to preserving a compa-

ny’s reputation. Does that facilitate or hinder your work? — Maintaining a presence on digital communication channels is extremely important, especially when it comes to our brands and communicating the innovations they bring. Generally speaking, digital media enable us to take a more creative approach to communication, but also enable more direct communication with our consumers, which we really care about. Henkel, as our umbrella brand, and the portfolio of brands of our business sectors are jointly responsible for maintaining our company’s reputation. We all work together to nurture and communicate the same values, both at the level of the company brand and at the level of activities on individual brands. We always place the consumer at the centre of our activities, actively conduct sustainable operations and care for the environment. The transparent, two-way communication that’s enabled by social media certainly contributes to nurturing and building trust.

JELENA GAVRILOVIĆ ŠARENAC Head of Corporate Communications at Henkel Serbia and Henkel Adria

CORPORATE

CLIENTS SEEK CLEAR MESSAGES Eurobank Direktna is among the Serbian market’s leading financial institutions, representing a significant contributor to the stability of the domestic financial system, a reliable partner, and a secure choice for many clients. The bank’s team has a strong sense of responsibility for the community in which they operate

ALEKSANDRA DŽAFEROVIĆ Corporate Communications Manager, Eurobank Direktna

n this interview with Aleksandra Džaferović, Corporate Communications Manager, we explored why companies are today increasingly relying on their communications teams. We also delved into the reasons why continuous improvement, innovation in communication channels and socially responsible business practices are essential to Eurobank Direktna.

In order to stay at the top, companies must invest in promoting their services and introducing innovations into their operations. Does this also hold true for banks? — Promoting products and services, as well as introducing operational innovations, are key if you want to remain competitive on the market. The ability to adapt and respond quickly, stand out from the competition and capture attention is crucial to shaping successful operations. Strategic planning is the first step in this process, and how we distinguish ourselves among the competition, and which tools we use to attract new clients, depends on our creativity. Staying in tune with market trends and demands, employing a unique approach to present products and services to clients, as well as delivering well-placed messages, are essential to achieving success.

It was six years ago that Eurobank Direktna launched the “School Designed for You” project, demonstrating that success isn’t measured solely on the basis of financial indicators, but also on the basis of opportunities for future generations to develop. — Socially responsible business practices are an integral part of Eurobank Direktna’s strategy and a crucial segment of all business activities. The “School Designed for You” project was initiated in 2018, with the support of the Ministry of Education and the aim of equipping and modernising classrooms in secondary economic schools across Serbia. Equipment has been so far provided for 15 classrooms, highlighting the importance of improving the quality of education.

THE “SCHOOL DESIGNED FOR YOU” PROJECT WAS INITIATED IN 2018, WITH THE SUPPORT OF THE MINISTRY OF EDUCATION AND THE AIM OF EQUIPPING AND MODERNISING CLASSROOMS IN SECONDARY ECONOMIC SCHOOLS

Considering that Eurobank Direktna recognises the impact of culture on the education and development of young people, and that it aims to provide students with access to content and exhibitions that are not available in their cities, an educational programme called the Travelling Museum was launched in collaboration with Belgrade’s House of Jevrem Grujić Museum. Within the scope of this project, students have an opportunity to learn about Serbian history, culture and artistic skills through guided curator and interactive lectures. Additionally, in cooperation with publishing house Laguna, students from these schools are offered discounts on book purchases at Laguna bookshops. How important is communication to achieving goals today? — Communication has become an integral part of business, and it is of paramount importance today. Individual channels and various communication models have gradually evolved into form integrated communication. Users now receive information from different sources and platforms, making planning and coordination a common part of modern communication. Managing communications at all levels and communicating effectively are key to achieving goals. In today’s world of fast-paced information sharing, the path to seizing new opportunities lies in clear, precise and timely communication.

COMMUNICATIONS 2024

CORPORATE

COMMUNICATION REQUIRES ORIGINALITY Headline & Dkit agency has been present on the domestic communications market for 16 years, and over that time we have built genuinely friendly relationships with clients, treating them equally, regardless of whether they are multinational corporations or small local companies

MARINA GRIHOVIĆ Founder and Director of PR and Media Consulting Agency Headline and Digital Communications Agency DKIT

espite the abundance and diversity of communication channels, it has never been harder to capture the public’s attention, let alone retain it. However, experienced professionals in this industry are turning these challenges into opportunities.

When working to improve and expand services, as your agency does, challenges are viewed as opportunities. Is there no fear of the future? — There is always fear of what the future holds, not only in the world of communications, but in every aspect, especially in private business. That’s because the future isn’t determined solely by quality, but also by numerous external influences. I’ve been reading lately that the business leaders are more afraid of the spread of false information through AI than wars. But no fear should ever overshadow the fundamental principles of fair and professional relations with clients and partners. Quality is what we guarantee, and it primarily comes from the people in our team – and I can sincerely express my gratitude to them for greatly reducing that fear of the future. Is it enough in your profession today to be fast, creative and original...? — There is too much information on the market, too many brands vying for cordmagazine.com

attention, and the human brain is not yet accustomed to processing such a large number of news items... But we are practicing and becoming faster, together with the technology. And that’s especially so among the younger generations, who are finding their own models, algorithms for recognition, and attracting attention. I think this is currently the biggest challenge in our business - getting people interested and encouraging them to create a broader picture regarding certain issues or products. From my experience, speed is not crucial in communications; what matters most is the content and the message we create. Because everyone is fast now, but only originals reach their target audience. Despite the downfall of traditional media, including outdoor advertising, having been predicted a few years ago, they are still going strong. How do you explain that? — Media and their subgroups will exist as long as there are target audiences to address. Everything has its audience. You can’t force my generation to only get informed through TikTok, for example, just as you can’t expect today’s teenagers to read a newspaper. Print media has a tradition, but, more importantly, it has its own target group, and it will continue to exist as long as it provides content that interests them. In this case, the form is not important; what matters is the content, because if you’re interested in something, nothing will stop you from seeking it out.

Do you think the increasing use of artificial intelligence will prompt a growing need for authentic messages and a more humancentric approach to clients and brands, or are you more inclined to believe that AI will dominate communication? — I honestly don’t know what the future holds for AI and our relationship with it... I can only assume that it will make certain processes easier and faster, but without people – without their knowledge and the information they provide – AI does not exist. What I am genuinely concerned about are unverified pieces of information that could be disseminated... But there was propaganda even before Gutenberg invented the printing press, so once we overcome the initial fear, once we discover the first mistakes and misinformation being spread through artificial intelligence, it will be easier for everyone. That’s when we’ll begin to use it as a good friend and assistant.

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LONG-TERM BRAND NARRATIVES YIELD RESULTS McCann takes pride in its longstanding partnerships with some of the biggest brands, some of which have lasted more than 15 years. In such relationships, it is only natural to celebrate collective successes achieved through the creation of products, services and culture

KATARINA PRIBIĆEVIĆ McCann kets regional and global brands through a single point of contact. n an age in which collaborations between corporations and marketing agencies might find themselves depreciated or taken for granted, the remedy – as underscored by McCann Belgrade Managing Director Katarina Pribićević – lies in the synergy between both sides.

One of the global trends is to return to “one-stop-shop” services. Does that require agencies to have experts in every area of communication? — Marketing is never just a single attempt. A results-driven marketing strategy encompasses a series of different attempts, connections and efforts. One such connection yields short-term results, while multiple connections result in long-term ones. The return to “onestop shop” agencies is no coincidence, as they do not only provide diversity of expertise and ideas, but also ensure that business objectives are translated into action and results, increasing efficiency through a “single point of contact”! We, at McCann, can be proud of successful collaborations that follow this model. Not only when it comes to different expertise, but coordinating different mar-

McCann collaborates closely with its clients on the creation of products and services. Does this collaboration between marketing and business result in the formation of robust brands? — Apart from being experts in brand storytelling, marketing agencies should also focus on generating business success. However, this is only possible in a symbiotic relationship with businesses. It seems that, today, partnerships between a company and a marketing agency are somewhat marginalized or taken for granted. And this is bad news both parties. Because this type of partnership is no different from a partnership between two individuals. Built on trust and clear expectations, supported by collaboration and effective communication, agency-company partnerships require the same nurturing as any other human relationship. When

AT MCCANN, IDEAS ARE THE PRODUCT OF THINKING ABOUT THE PEOPLE WITH WHOM A BRAND COEXISTS

organizations approach agency partnerships as if fostering lasting human relationships, they will feel more secure and achieve better results. Partnerships between agencies and companies should be based on transparency and integrity; on trust. But trust is a two-way street that requires openness and honesty in a relationship. Only then are we on the right track to creating compelling and enduring brand narratives that yield results. Your way of doing business blurs the lines between media and creativity, data and content, and science and art. Is this the future of your industry? — At McCann, an idea is never a goal to itself. Ideas are products of thinking about the people with whom a brand coexists. When it becomes a part of life, brand inevitably achieves business success. Only then, it has the potential to create its own ecosystems in which science, art, education and creativity all play roles, intertwine and help make brands hospitable, appealing, tolerant and inviting. Just think about the role “Rosa voda” played in family lives or the change Mastercard initiated through the Superhero brand for the NURDOR initiative. These are just a couple of examples that demonstrate the power of synergy between brand and strong storytelling. This is the path brands take when creating culture and, consequently, become a part of life.

COMMUNICATIONS 2024

CORPORATE

FACING CHALLENGES BY CREATING MORE VALUE One of the biggest challenges of 2024 will be more complex media planning and buying, which come as a result of global challenges like economic changes, data privacy, a digital ecosystem that’s constantly changing, including the development of AI, as well as continued changes in consumer behaviour that are being encouraged by changes in all other spheres

BRANISLAVA CAGRONOV UM Regional Managing Director conomic instability has always had a negative impact on client investments and the media market’s overall value. From today’s perspective, slight growth of the media market is forecast, primarily determined by media inflation. It is more realistic to view the aforementioned growth as a recovery that is still ongoing than to perceive it as an expansion of advertising in the region. When it comes to consumers, we can clearly expect it to be increasingly challenging to approach them in the right way that will ensure they respond to advertising messaging. Consumers are becoming even more price sensitive, with less brand loyalty and an orientation towards getting the most possible value for their money, while at the same time finding the easiest possible way to make purchases. Further complicating the situation is Generation Z, which is set to become the most important customer for many brands. With their formative years having been spent in isolation (Covid-19), economic instability, global conflict and worsening climate change, coupled with the significant time that they spend on social media, will lead to brands and us having our hands full with this generation.

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At UM, we transform our business continuously, keeping pace with new technological trends and changes to consumer needs and behaviour, in order for us to always be ready to deliver our clients the greatest value for their investments. We have adopted a transformative approach in all aspects of our communication creation and advertising services, in order

that helps us better position brands and leads to greater communication efficiency. Directed towards addressing specific brand and communication challenges, our new “StrAItegy” service emerged through the integration of our many years of strategic expertise with AI capacities that are advancing swiftly. On the foundation of powerful insights based on data and research, the new service focuses on the development of disruptive communication that helps emphasise brand uniqueness and relevance, empowered by

WE ENTERED 2024 ENTHUSIASTICALLY, PREPARED TO OFFER OUR CLIENTS OUR STANDARD GOOD SERVICE, BUT ONE THAT’S BEEN IMPROVED IN ALIGNMENT WITH GLOBAL TRENDS AND THE DEVELOPMENT OF OUR INDUSTRY for us to satisfy the needs of consumers in the best possible way and provide our clients with the most effective solutions. When it comes to data and analytics, we have long since been providing this type of service to our clients, ensuring that our strategies and planning are data-driven and secure an increased ROI. This will continue to be among our focus areas, starting from our network tools that incorporate data obtained from local research, via consumer research conducted using our own methods and aimed at generating insight

AI tools with the aim of providing fast implementation and content that’s fully integrated with a defined strategic framework. We entered 2024 enthusiastically, prepared to offer our clients our standard good service, but one that’s been improved in alignment with global trends and the development of our industry, as well as new services that have been strengthened through technical and technological development and digitalisation, which we are improving continuously in our system.

CORPORATE

THE IMPACT OF AI ON MARKETING COMMUNICATIONS DANKA TRBOJEVIĆ Managing Director, DRV

rtificial intelligence has proven to be an valuable tool, and its influence on the industry has led to the creation of highly personalised products, streamlined processes and more efficient management. The use of AI among our industry’s experts will be a crucial factor in achieving the best results. Significant improvements are evident in audience targeting, campaign personalisation and data analysis, but also in the creation of solutions through tools such as Midjourney. Several of our intriguing campaigns have been realised using this tool.

In the modern era, AI’s role isn’t just a sea change, but a true revolution. This dynamic blend of technology and marketing strategies is transforming the way brands communicate with their target audiences sponses, consumers now interact with smart assistants that not only solve problems, but also understand emotions. AI liberates marketing professionals from routine tasks, giving them more time for genuine creativity. However, the arrival of AI tools like DALL·E 2, Midjourney etc., raises concerns among creators that AI will leave humans without creative expression. The good news is that this is not the case. By using

RESEARCH INDICATES THAT, WITH CONTINUOUS ADVANCEMENTS, AI HAS THE POTENTIAL TO DOUBLE ANNUAL ECONOMIC GROWTH RATES BY 2035 AND COMPLETELY TRANSFORM THE WAYS PEOPLE WORK, CREATE AND COMMUNICATE Research indicates that, with continuous advancements, AI has the potential to double annual economic growth rates by 2035 and completely transform the ways people work, create and communicate. Chatbots have become key players in interactive customer communication. The use of AI in chatbots provides users with an experience that isn’t only interactive, but also emotional. Instead of basic re-

tools like MidJourney, we can create high-quality content, covering everything from text to images and video materials. With tools such as OpenAI GPT-3 and Jasper AI, less time is spent on text generation, leaving more time for connecting with clients or working on new creative endeavours.. Additionally, as these writing tools formulate text with fewer spelling or grammatical errors, achieving

a consistent tone and style, using it, content creators can have more time and space for coming up with better ideas. It is important to note that texts generated by AI tools are still not immune to bias or misinformation. Therefore, people still need to carefully review content generated by artificial intelligence before publishing. Currently, artificial intelligence helps us create more personalized content, and increase advertising revenue and SEO rankings, helping us learn how to communicate better via chatbots. Is AI capable of being creative in the same way humans are? No, and it probably will never possess the same creativity as humans. Creators are behind what AI can generate, and that’s something to be excited about. In the coming years, AI will likely play a significant role in creating a substantial portion of the content we consume. However, it’s essential to emphasize that its role will remain as a unique and useful tool, not a replacement for human creativity. Despite facing ethical questions, it is undeniable that AI can expand the boundaries of what people believe is possible and likely lead us to new creative heights that we cannot even imagine yet.

COMMUNICATIONS 2024

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LISTEN, HEAR, FORMULATE & ADJUST, THEN SPEAK At Fusion Communication they don’t fear new technologies, rather they truly believe that – provided they are adopted and utilised in the right way – new technologies can represent key tools for expanding not just individual knowledge, but the entire industry he communications market is accelerating constantly, with services multiplying and intertwining, and with the constant emergence of new trends, requirements, demands and client expectations... We discussed how all of that is viewed from the perspective of one of Serbia’s most successful agencies with its MD, Nevena Kurtović.

The word fusion, which forms part of your agency’s name, indicates the perfect combination of expertise, energy and storytelling at multiple levels, but does it also serve to indicate everything clients can expect from you? Can the service portfolio be expanded endlessly? — With the constant expansion and growth of technology, AI, and the ever-changing directions and channels of communication, I can truly state that our agency has to represent a fusion of understanding. We have to be able to understand the audience, the channels, our clients – and to be able to recognise the subtleties of the messages we need to communicate. Only then – through partnerships with our clients, the media and all other relevant stakeholders – can we continue to grow not just our portfolio, but also ourselves, as professionals, as a team, and as individuals. Has the speeding up of the communications market, as well as the multiplying and intertwining of services, led to change in the way we communicate? cordmagazine.com

— This is a somewhat tricky question, because the need for communication will never cease to be one of the key factors in our lives. For people, brands and companies – communication is key. Communication that is precisely formulated and targeted is even more important. Has the way we communicate changed? Yes, it has, but primarily due to the number of channels and tools that we now have at our disposal. We have to determine where our audience is, what they need and want to hear, and adapt our messages and communication accordingly. You can’t just put your messages out there with no feedback. It is, and has always been, a

FOR PEOPLE, BRANDS, AND COMPANIES – COMMUNICATION IS KEY. PRECISELY FORMULATED AND TARGETED COMMUNICATION IS EVEN MORE IMPORTANT two-way conversation and, just like in any conversation, you need to listen – that’s the most important part of any conversation. Listen, hear, formulate and adjust, then speak. The communications market has for years been seeing the emergence of new professions

NEVENA KURTOVIĆ Managing Director, Fusion Communications and a growing need for specific skills. Does that also require that those of you who’ve been in the business for a long time constantly adapt, learn and improve your skills? It that how the profession advances? — Absolutely. By expanding our knowledge and keeping abreast of all new aspects and innovations, we are able to keep up to date, innovate and develop our market and the industry itself. Staying in a single lane, without broadening our knowledge or adopting new forms, channels and ideas, doesn’t allow us to grow. We all have to stay ahead of the game, keep pace with new technologies and utilise them in their best form. There is often discussion about the fear of new technologies. However, at Fusion we truly believe that new technologies, provided they are adopted and used in the right way, can represent a key tool in expanding not just our knowledge, but the entire industry.

CORPORATE

Ivana Glišović, Senior PR manager

BEHIND THE SCENES OF SUCCESS

A GOOD PR STORY RESOUNDS Anita Mikulić, Senior PR manager

LIFE IN THE PR WORLD

Agency Right recently celebrated a significant milestone: 20 years of dedicated, responsible and creative work. A two-decade presence on the PR scene, hundreds of successfully organised projects, well-executed strategies, numerous satisfied clients and the significant interest of many to join us on this journey all serve to prove our solid success. But what actually lies behind the scenes? That would be trust and an absolutely transparent relationship with all clients, as well as nurturing relationships with all media outlets. It’s not always easy to understand all the demands and desires, to react both quickly and accurately, but with years of experience you also gain that freedom and integrity, both as an agency and as individuals. As someone who has one of the longest tenures at Right, I can confidently confirm that success is guaranteed when you view your work, projects and client relationships through key principles, which all of us at the agency agree on: the overall wellbeing of our clients and our reputation. Awards, recognitions, daily compliments, years of existence and the prestigious brand names we stand behind – these are all measures of success. However, what has always been, and will remain, most precious to us is that clients recommend us to other companies based on the results they have achieved together with us. When someone truly believes in you and can rely on you at any moment, you know you have succeeded.

I CAN CONFIDENTLY CONFIRM THAT SUCCESS IS GUARANTEED WHEN YOU VIEW YOUR WORK, PROJECTS AND CLIENT RELATIONSHIPS THROUGH KEY PRINCIPLES, WHICH ALL OF US AT THE AGENCY AGREE ON: THE OVERALL WELLBEING OF OUR CLIENTS AND OUR REPUTATION

In the world of PR, life is a constant interplay between meticulous strategy and a profound sense of responsibility. It entails navigating the delicate balance of reputation management, where every word, every action, and every interaction carries weight. Right is a place where creativity meets thoughtfulness, and success is measured not only in positive exposure but in the trust and credibility earned from stakeholders. PR demands a serious commitment to ethical communication, strategic foresight, and a deep understanding of the ever-evolving dynamics of public perception. We are entrusted with the task of sculpting narratives, mitigating crises and fostering meaningful connections, all while upholding the integrity and credibility of the enteties we represent. Within our professional landscape, my colleagues often attribute expertise in crisis PR to my role, yet I firmly believe that our agency stands as an authority in meticulous planning and crisis prevention – the very core of effective PR. Life within this sphere can be truly gratifying and profound when elevated standards, robust foundations, and proactive foresight become the guiding principles. I assert that the essence lies in the timely identification of potential crises. What gives our efforts an exceptional quality is the increased corporate awareness of social responsibility, which becomes not only a source of professional satisfaction but also a tangible contribution to the betterment of our society and local community.

I FIRMLY BELIEVE THAT OUR AGENCY STANDS AS AN AUTHORITY IN METICULOUS PLANNING AND CRISIS PREVENTION – THE VERY CORE OF EFFECTIVE PR

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A LONG WAY, RIGHT? Jelena Manojlović, Senior PR manager

Sandra Krstajić, Digital Communications manager

NEW TRENDS

THE (PR) VALUES WE NURTURE

Values like responsibility, integrity and proactivity are crucial to maintaining continuous success in any business. PR involves the enhancement of all these values, which, in combination with skills, contribute to progress in every sense. The key value that we nurture at Right, firstly towards our colleagues and then in relationships wit\h clients and the media, is respect. Maintaining a good atmosphere within the team and granting every individual the freedom to develop their creative and other skills is a priority, because this principle creates happy people, and clients can feel that positive energy and enthusiasm themselves. In an industry where change happens every day and new projects are being born constantly, it is easy to maintain motivation if you are born for PR, and that is a particular kind of challenge for you. In addition to the standard services that we provide to our clients, Right agency also offers consulting services and education to transfer knowledge. Our focus is always on maintaining a balance between timeless values and innovations, to which we want to adapt both as an agency and as individuals. We are fully aware of the potential advantages and threats posed by artificial intelligence, but we also believe that human creativity and the sense of a good PR campaign cannot be surpassed by anything. We have done really well over the last 20 years in that regard, and that’s something we must admit, albeit modestly.

OUR FOCUS IS ALWAYS ON MAINTAINING A BALANCE BETWEEN TIMELESS VALUES AND INNOVATIONS, TO WHICH WE WANT TO ADAPT BOTH AS AN AGENCY AND AS INDIVIDUALS cordmagazine.com

It is a fact that, in order to remain recognised as a market leader, you must keep pace with innovations. The development of the digital sector at Right came naturally and at the right time. Globally, the digital segment has overtaken traditional media. Although this is not yet the case in the Balkans, the increasing influence of social media on individuals in our region is evident. It is certain that this segment will only flourish further in the near future, and given that job requirements are becoming more complex, new platforms will even become interesting to traditional businesses that have not been inclined towards constant change so far. Innovation and dynamism are indeed imperatives in communications, and these two factors are what intensely connect the PR and digital sectors. Understanding and constant collaboration, as well as being informed about the activities of other sectors, are key to our excellent intersectoral cooperation. The advantage of this way of organising work is that our digital sector is the one constantly bringing new tools and platforms through which communication takes place, injecting dynamism even into the traditional PR sector. A youthful team, equipped with experience, a genuine passion for their work, a positive outlook, and the readiness to take on any challenge, is poised for significant achievements. On the back of our success in the digital field, we believe even more that the future belongs to integrated communication and platforms that promote authentic content created with a clear purpose. A penchant for innovation and creating different content compared to what we are used to consuming will be crucial in the coming years.

OUR DIGITAL SECTOR IS THE ONE CONSTANTLY BRINGING NEW TOOLS AND PLATFORMS THROUGH WHICH COMMUNICATION TAKES PLACE, INJECTING DYNAMISM EVEN INTO THE TRADITIONAL PR SECTOR

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OVER SEVEN HILLS Embark on a journey through the enchanting landscapes of Sedam Brda, where the world’s most renowned brands rendezvous with the vibrant spirit of regional gems. They traverse the vivid tapestry of marketing communications, crafting experiences that transcend expectations and challenge industry standards

ALEK GARČEVIĆ CEO of Sedam Brda

n the ever-evolving landscape of marketing communications, where global brands strive to make their mark, one agency has been navigating the terrain with finesse. Alek Garčević, the CEO of Sedam Brda (Seven Hills), leads an agency that blends the agility of a boutique firm with the wisdom drawn from working with industry giants like Coca-Co-

la, Audi, and Sony. In this exclusive interview, we delve into his insights, experiences, and the unique philosophy that sets Sedam Brda apart in the world of marketing and branding. From conquering colossal challenges to the art of crafting memorable campaigns, Garčević provides a glimpse into the world of a “Cool Service Agency” that champions creativity, innovation, and, above all, delivering results.

You’ve collaborated with giants like Coca-Cola, Audi, Volkswagen, BAT, Telenor, Canon, Sony, Bosch, Unity, EUnet, among others. Can you share your most interesting experiences with any of these brands? — At times, I’ve been in a position to craft an entire strategy for specific market segments with my team. In other instances, my contribution has been through the creative department or production. Each of these major brands has been a significant learning experience, especially Coca-Cola and BAT. Today, we apply those experiences to brands that might not be globally recognised but have similar communication needs. When it comes to IT clients, our knowledge base started to form through our collaboration with EUnet, which we followed from the early days of the internet entering the Serbian market. These are clients predominantly engaged in blockchain, gaming, and advanced technologies. Nevertheless, our greatest satisfaction comes from working with regional brands. Everything moves much faster and is less formal. You’re always in a position to converse with the top decision-makers. This makes every meeting significant, as you’re sitting across from someone who makes real-time decisions. Could you describe these meetings to our readers? — I always prepare meticulously for every meeting – without ex-

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ception. There are no more or less important meetings, only those for which you are prepared and those for which you are not. I demand the same from my colleagues. If you want to work in communications within a specific industry, you must understand every detail of that industry. That’s the only way for a client’s brief to fall on fertile ground. On several occasions, I’ve surprised those present at meetings with the depth of my knowledge about the industry we’re dealing with. This has nothing to do with intelligence or creativity; it’s hard work. Thinking about something longer than others can also mean you’re not particularly smart (laughter).

What’s the advantage of boutique agencies over large agencies? — Dan Wieden and David Kennedy didn’t have a large agency when they proposed the slogan “Just Do It” to Nike. They probably would have been dismissed without a fair hearing if they had suggested such a radical idea in a big agency. Today, that slogan is history, taught to new generations, and Nike delivered a significant market blow for its time. I would love to see the faces of Reebok’s management when they saw the campaign. It takes courage to propose different solutions and seek a budget for them. In a large agency, you answer to the entire hierarchy, while in a small agency, you answer only to the client and your conscience. I’ve worked in large agencies and met a number of brilliant people who know, can, and want to. They’re intertwined with a large number of people who are there to earn a salary. Clients are left with a lottery in terms of what they might get. Corporations are not places where creative spirits flourish. We all know that, despite attempts to portray things differently.

brought from large agencies, and a long list of trusted collaborators developed over the years. Of course, there’s always a need for play. We treat clients as teammates with whom we must achieve results. During the game, we ensure that our solid strategy never prevents us from executing a memorable dribble. All of this allows us to act swiftly across the entire spectrum of communications without risking the quality of our solutions. Simply put, we save both money and time.

commodating clients with specific requirements. Quite the opposite! The world is changing rapidly, and thus, the way we approach and communicate in the market evolves. Simply put, you must be prepared.

UNLOCKING COOL SERVICE BRILLIANCE

Sedam Brda’s Odyssey WE TREAT from Global Icons to Local Marvels in Marketing CLIENTS AS Communications TEAMMATES WITH WHOM you did that!” Or when you walk into a company you’ve been workWE MUST ing with for over a decade, and ACHIEVE your logo from the beginning of the collaboration is still on the A RESULT door. Success is often quantifiaAn unusual name – Sedam Brda ble through increased sales, but DURING (Seven Hills)? there’s nothing more satisfying — Anyone who has read this interthan when a client genuinely conTHE GAME, view up to this point will remember nects with their brand through our the name. That’s enough to get start- WE MAKE work. Yes, I’ve chosen the right ed! Leading elephants over the Alps word – connected. was difficult, but Hannibal made SURE THAT history doing it. He had a different What lies beyond the seven hills? idea and the strength to believe in OUR SOLID — The eighth. It’s our mountain reit and venture over the hills. Our sort where we raise horses and ofname represents our core: consult- STRATEGY ten hold meetings with clients who ing, branding, advertising, graphenjoy coming there for brainstormNEVER ic design, digital, video, and event Is the assertion that smaller ing sessions. During those times, production. Depending on which are more agile correct? we can completely focus on each PREVENTS agencies of these “hills” is in front of our cli— Unquestionably! Information other and the task at hand. But ents, we assist them in their ascent. US FROM flows in real time, and decisions it’s also a place to relax and deepare made or adjusted based on it. en personal relationships. It sounds like a full-service EXECUTING A Of course, there’s a strict protoTechnology has brought tremenagency. col in information exchange, but dous progress to the industry, but, — No – we’re a Cool Service Age MEMORABLE it’s significantly simplified com- on the other hand, it has somewhat ncy (laughter). We possess the pared to corporations. That proto- suppressed the emotional factor. col should never hinder us from ac- Some of our clients are even from experience and knowledge we DRIBBLE

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What defines success for you? — It’s the enduring passion, the relationships that have stood the test of time, the trust that’s been earned, and the brands that have been built. There’s a wonderful feeling when someone says, “Oh,

other continents. We got to know them thanks to technology. Business is concluded through Zoom meetings, emails, chats... So many of them we’ve never met in person. Again, thanks to technology. Our method is based on vast experience and technological knowhow, but the alchemy of market communications doesn’t function without a personal element. In that triangulation, through hard work, creativity emerges, yielding results.

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STRIVING FOR CONTINUOUS GROWTH Agency Chapter 4 Serbia, which forms part of the Chapter 4 CEE network and is a partner of BCW, one of the world’s largest agencies, continues to offer exceptional services across the region. Its approach includes collaboration with colleagues from other markets, exchanges of knowledge and experience sharing

MILENA AVRAMOVIĆ BJELICA Chapter 4 Co-founder & Executive Director

TAMARA BEKČIĆ Chapter 4 Co-founder & Managing Director

hapter 4 Serbia achi eved great success over the past year, by completing numerous projects, gaining new clients, expanding cooperation with existing partners and improving in all fields. Its achievements were even highlighted by European PR recognition. Entering 2024, the Chapter 4 team – led by Co-founder & Executive Director Milena Avramović Bjelica and Co-founder & Managing Director Tamara Bekčić – is launching ambitious plans, some of which they shared with us in this interview.

The Chapter 4 PR team comprises experts who have extensive business experience. What do clients appreciate in particular when it comes to your agency? — Milena: We are part of the Chapter 4 CEE network, and additionally partner one of the world’s largest agencies, BCW. This helps us keep track of global developments and trends in communication. It also enables us to exchange knowledge and share experiences through collaboration with colleagues from other markets; to offer different practices and the highest quality to our clients here and across the region.

Clients highly value our knowledge, experience, market understanding, analytical skills, proactivity and creativity. We also desire to constantly improve our understanding of our clients’ industries, their challenges, competition and more. A proactive approach and observing the bigger picture contribute to the quality of our work with clients. Quality can be measured in many ways. Long-term partnerships are one of them, and we are proud of our successful partnerships with clients and colleagues who have been members of our team for many years. Even when they are no longer team members, we remain friendly and support each other professionally. Quality is also reflected in industry awards that serve to highlight good campaign results and successful client collaborations. Taking a broader perspective, you combine public relations tools with other areas of communication and marketing. What do you think is the advantage of such an approach? — Tamara: We see this integrated approach in practice as the present and future of communications. In contrast to the previous dec-

ade, when communications were fragmented and based on topics, target groups or communication channels, the pandemic showed us a different path and acted as an accelerator for increasing the internal and external integration of communication. We are aware that the silo principle doesn’t contribute to efficiency, so the emergence of a “mixture” of communications is a logical strategic partnership between teams that ensures a consistent narrative and timely communication through all channels and with all target groups. Integrated communication supports companies’ business plans and enables dialogue, which is crucial to the survival, success and growth of companies. Your industry demands continuous work, dedication, learning and the nurturing of creativity... It seems demanding because you must always be ready for action, but it is also precisely this dynamism that drives you and makes you successful... — Milena: That’s right, our profession is highly dynamic and that’s also what makes it the most interesting to me – the fact that you’re constantly learning because you gain clients from various indus-

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tries. In order to provide clients with high quality advice, you must learn as much as possible about that industry in order to be able to suggest the best communications channels and tools. Every day is different for us. No matter how many projects and events we organise or communication materials we write, we always approach each new one with equal enthusiasm, and every activity is a new challenge for us. We want to show that there’s always room for something different and better, and that’s what makes our profession so exciting. Tamara, you are participating in this year’s 21st International PRO PR Conference, which will take place in Belgrade from 14th to 17th March, with a lecture entitled “(New) PR Quality”. What is this new PR quality? — Tamara: It is a great pleasure to participate in the 21st International PRO PR Conference and to speak about quality in the profession and how its perception is changing. This conference, entitled “New Directions, New Challenges”, is unique in that it is held in a different country each year and will this year be in Serbia, in Belgrade, which is very significant to all our colleagues for whom this important gathering will be even closer. Many factors influence transformations in public relations – from geopolitical circumstances, the economy, new technologies and creativity, to generational shifts and the needs of users and consumers. We all want our companies and brands to be seen in the right way and the best possible light, and quality PR campaigns and communication can truly achieve that. Your team is accustomed to receiving awards and recognition, but you don’t hide that the European Excellence Award carries a special honour. Tell us more cordmagazine.com

about this award, which is given for outstanding quality and creativity in communications. — Milena: We are fortunate to have had a very high-quality and cohesive team since the agency’s inception, and I am very proud of them. Thanks to the creativity, hard work and ideas of the entire team, we have been winning awards consistently. We have been declared Agency of the Year by international juries twice in Serbia and once

ly very satisfied with everything we’ve achieved as a team. You had another successful year in 2023. What did you wish for in 2024; can it be even better? — Tamara: In a business sense, 2023 was a good year for the Chapter 4 PR team. We won new projects, gained new clients, expanded our cooperation with existing partners and worked to contribute to the development of the profession and our

AWARDS HIGHLIGHT CAMPAIGN RESULTS AND GOOD CLIENT COLLABORATIONS in Eastern Europe, and we have also won awards with all the clients with whom we’ve had longterm collaboration. We also won this year’s socalled European PR Oscar - the European Excellence Award. Two projects for two of our clients, Pepsico and Galenika, made it to the finals. In competition among over 700 top European projects, we brought the highest gold medal home from Berlin. We are tru-

progress, both individually and as a team... Our successes were crowned with the European PR recognition that we received in December. My wish for this year is for us all to be well, first and foremost, and to strive for continuous enhancement compared to yesterday – to grow, overcome challenges, demonstrate innovation in dealing with changes, and push boundaries. I wish us all many good questions, decisions and team success.

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EVERY PROJECT IS A NEW STORY The operations of Abeceda Communications are grounded in experience, knowhow, strategic reflection, creativity, fostering relationships with clients and familiarity with tools and the market, but apart from all that, at this agency they also believe it is extremely important to be different and courageous

MARINA BOLANČA CEO of Abeceda Communications only comes to something you love and to which you are truly dedicated.

o ensure success, each Abeceda project is the result of deep analysis of the market, industry and competition, as well as previous activities. Only then do they begin creating a proposal, which usually also involves our interlocutor, Mrs Bolanča, because she thereby shows just how much she cares.

The communications industry has changed massively since Abeceda Communications was founded, yet you haven’t lost your passion and dedication to the job. Do you still approach every project with enthusiasm and a sense of joy? — The only constant is change, said Petar Preradović long ago, and incredibly he was right. That which might be difficult for some is the most beautiful for me. There is no routine with this job. Every day is different; every project is some new story. I find that dynamic wonderful. It will perhaps sound strange to some, but I am truly in love with my job. The possibility to create and bring about change drives me, and nothing is difficult for me when it comes to communication. And when I say nothing is difficult for me, I really mean it. And I genuinely don’t think love for one’s work is reserved exclusively for the creative industries... I think that love is a prerequisite for success. Growth and development

You like to say that every client is your most beloved client. Do you really succeed in dedicating yourself to each of them completely; to serving their expectations and needs, and doing so on all three markets where you operate? — Long ago, at some business coach workshop, my personality was described as ’caring’. It simply couldn’t happen that a friend of mine would tell me that she’s taking her son for some medical examination and that I wouldn’t send her a message on the morning of that appointment saying ’don’t worry, everything will be fine’. That’s just the way I am. I take the same approach to my work. I don’t have any special formula or advice for that. I just conduct myself in accordance with my values, and there the fact that I care prevails. We have very low client attrition at the agency, under 10%. Last year’s NPS

I’VE PASSED ON MY LOVE FOR THE JOB – THAT ASPECT OF CARING AND LEADING CLIENTS IN SUCH A WAY AS TO ENSURE THEY CAN ALWAYS DEPEND ON US – TO MY TEAM

showed a score of 9.8, meaning we only have 0.2 left to fix. I’ve passed on my love for the job – that aspect of caring and leading clients in such a way as to ensure they can always depend on us – to my team, so we all function in the same way. Could it be said that you are continuously pushing the boundaries and raising the bar? — We are a strategically creative agency. Strategic because we are very well-acquainted with the functioning of business models. This is where we are given our greatest strength by the breadth of our clients, who hail from various industries, as well as the fact that they come from different markets. Creative because communication has to be innovative, interesting, offering some new direction in order to be appealing and accepted by the audience. Today, when we have an entire array of different media, so that every person is their own media outlet with their social media profile; when everything has become so fast; when artificial intelligence “threatens” to take our jobs, right now is when the human factor and creativity are the most important. Machines have no empathy! That’s a quality reserved only for humans. It is from this starting principle that we create communication that is effective, attracts attention and yields results. And that is the very purpose of communication. I am extremely grateful to my clients, particularly when we first start working with them, for giving us the confidence to step outside the box and stride forward.

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OPEN APPROACH TO CREATIVE WORK Rocket Flow is a multidisciplinary agency that offers a wide range of services and takes an integrative approach to every project. Cooperation with international clients encourages its team to think outside the box ere Rocket Flow’s Andrea Ivančević reveals how its jobs are approached in a creative way, why it is good for all team members to take an “out of the box” approach to projects and how this corresponds with the agency’s slogan “Cosmic Minds, Infinite Ideas”.

It could be said that you’ve succeeded in combining science and creativity in order to best respond to clients’ requirements? — Rocket Flow offers a wide range of services with the aim of supporting clients in the development of their operations. This all-encompassing support becomes crucial to the success of our clients, enabling them to devote themselves to the key aspects of their business, while we take responsibility for the creative and strategic aspects. Our team comprises experts in various fields – from design and marketing to photography and software development. All team members are dedicated to monitoring the latest trends in their fields, thus ensuring that clients have access to the latest solutions. An open approach to creative work forms part of our philosophy, enabling every member of the team to contribute actively with their ideas. It is precisely this exchange of ideas that often proves crucial to the development of innovative solutions, making us a partner that not only meets expectations, but also exceeds them. cordmagazine.com

Although it could be said that companies like routine and a classic offer of services; that they want to know what to expect from an agency, it has also been shown that they appreciate it when they are offered something different. Are you among those agencies that offer new horizons? — Our cooperation with international clients encourages us to think beyond the usual templates and frameworks. We aren’t limited to the traditional approach to doing business in Serbia – rather we are ready to provide our clients with an experience that differs from the norm. Our experience to date, par-

ANDREA IVANČEVIĆ

nonetheless has its own unique qualities that aren’t insignificant. In which ways are we different, and how do our communications also differ in accordance with that? — Rocket Flow is from Serbia and focuses on shaping visual identities, branding and marketing strategies for products, while many Serbian firms only contribute to the development of software for international IT companies. At the global level, we collaborate actively with markets in America, Europe and the Far East, confronting diverse economic environments and design expressions. We are particularly proud of our

Founder & Chief Executive Officer, Rocket Flow

WE AREN’T LIMITED TO THE TRADITIONAL APPROACH TO DOING BUSINESS IN SERBIA – RATHER WE ARE READY TO PROVIDE OUR CLIENTS WITH AN EXPERIENCE THAT DIFFERS FROM THE NORM ticularly with foreign clients, confirms the great success of this kind of approach, resulting in the client being satisfied with the final product. This business philosophy and way of thinking represents a solid foundation for the development of our internal projects, which we are working on currently and planning to launch on the local market. Serbia is a small market, especially when compared to those of the U.S. and the EU, but it

successful cooperation with company MeliBio Inc. from San Francisco, which develops innovative vegan products like vegan honey (Mellody) and is planning expansion to the EU market and our domestic market. Our ability to recognise differences in the preferences of users from different parts of the world enables us to provide our clients with something that’s new and innovative, while simultaneously expanding our horizons to encompass new markets.

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NAVIGATING THE DYNAMIC LANDSCAPE OF 2024 n the ever-evolving realm of public relations, 2024 promises to be a year of dynamic change, driven by the relentless march of AI-driven technology. This transformation is unfolding at an astonishing pace, and its impact is set to permeate every facet of our lives. To excel in this shifting landscape, PR professionals must not only keep pace but also anticipate and embrace the following six key trends:

he Human Touch T in a Digital World

Amidst the proliferation of AI, forging authentic human connections remains paramount. PR strategies must transcend traditional corporate messaging, infusing brands with relatable qualities such as empathy, humour and understanding. By doing so, they become more approachable and relatable, forging deeper bonds with their target audience.

The Power of Authenticity

In a world of superficiality, authenticity reigns supreme. Staying true to one’s values and resisting external pressures sets brands apart. Authentic PR builds trust and credibility, fostering enduring relationships based on genuine connections.

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Navigating the Social Media Landscape

While securing top-tier media placements remains crucial, a robust social media presence is equally vital. Platforms like LinkedIn and X (formerly Twitter) provide direct and immediate communication channels, enabling broader outreach, real-time engagement and relationship-building. Crafting original content, publishing thought-provoking articles, igniting discussions and creating a compelling online presence all contribute to shaping a powerful brand identity.

Harnessing the Power of Data

In the age of technology, data reigns supreme. Gone are the days of relying solely on intuition; data-driven decision-making is the new norm. Setting clear goals, specifying metrics and understanding data sources are essential steps. Numerous tools are available, and understanding their functionalities and insights is key to success.

he Synergy of AI T and Human Expertise

Artificial intelligence complements, rather than replaces, human expertise. AI-powered tools aid in data analysis, offer real-time insights, generate content, and assist in crafting effective PR strategies. Understanding the capabilities and limitations of AI is crucial for leveraging its full potential.

The Imperative of Continuous Learning

As technology advances, PR professionals must continually upskill to stay competitive. Expertise in data analytics, digital marketing and AI integration is in high demand. Emphasising ongoing education and investing in high-quality workshops ensure that PR teams are well-prepared for the dynamic industry landscape. In the swiftly evolving landscape of public relations, success in 2024 hinges on adeptly navigating these emerging trends and technologies. From AI-driven analytics to digital platforms, embracing these innovations is the cornerstone of triumph in the PR arena. cordmagazine.com