COMMUNICATIONS
SPECIAL EDITION 2025
04 Traditional Media is Irreplaceable
Dr Galjina Ognjanov Professor at the Faculty of Economics, University of Belgrade
07 Messages Now Arrive in Real Time
Jelena Gavrilović Šarenac Head of Corporate Communications at Henkel Serbia and Henkel Adria
08 Technology Cannot Replace Humans
Aleksandar Đorđević SEE Regional Chief Strategy Officer at UM
09 Challenges Define Us
Marija Čortan Managing Director, DRV
Nataša Đurđević
DR GALJINA
OGNJANOV
Professor at the Faculty of Economics, University of Belgrade
INTERVIEW
TRADITIONAL MEDIA IS IRREPLACEABLE
The rise and rapid expansion of digital media alternatives, and the fact that they serve as the primary communication channel for younger generations, particularly Gen Z, have sparked debate over the future of traditional media. Personally, I have no doubt about this: traditional media is irreplaceable, while new digital media has also become an integral part of the modern media landscape ~ Dr Galjina Ognjanov
The development of new technologies and media has brought tremendous changes in the way we consume and interact with content, explains Dr Ognjanov, speaking in this exclusive interview for CorD Magazine. “For
decades, advertisers and marketing strategists have faced the challenges of media expansion and fragmentation. With the emergence of interactive and digital media at the beginning of this century, capturing the attention of audiences for marketing messages has
become even more difficult. While theory suggested it, practice has proven that the most effective approach so far has been media integration. This means strategically combining different media –both traditional and digital – to achieve what we call the ‘synergy
effect’. Successful brands carefully leverage different communication channels, adapting to the preferences of their existing and potential customers by offering content that aligns with their media consumption habits. As a result, it is now common for a brand to first gain public attention in the digital space, prompting traditional media to start reporting on it -or vice versa, where traditional media outlets initiate a conversation that later expands to digital platforms, allowing for greater interaction.”
How do modern communications channels, especially social and digital media, shape Gen Z’s perception of the world and social relations? To what extent and in what ways do these channels influence their political socialisation and the formation of their views, particularly in the context of their behaviour as a voting demographic (electorate)?
— In order to discuss the impact of modern communication channels, particularly social media and digital platforms, on Gen Z’s worldview and social interactions, we must first acknowledge the variety of content available to them. Unlike traditional media – or even professional digital media, where content is filtered through journalists and editors, as so-called “gatekeepers” – social networks aren’t limited to curated information. However, their advantage lies in interactivity, which creates an illusion of personalisation for users. It is well known that people tend to trust media with a personal touch more than commercial media. And yet, this strength of social media is also its greatest risk.
The way people perceive reality and form opinions ultimately depends on their ability to assess the credibility and accuracy of the content to which they are exposed. This underscores the importance of media literacy and the need to educate younger genera-
tions on how to consume online content critically.
However, in a broader context, as we are currently witnessing a wave of youth-driven protests and student-organised blockades in Serbia, it is clear that Gen-Z is not living in an isolated bubble, as was often suggested in previous years. In relying primarily on social media for communication and digital platforms for information, they have demonstrated that they are not uninformed. Indeed, they have shown a high level of media literacy, proving that they can quickly find, create, share and interpret
With the rise of social media and digital platforms, influencers and influencer marketing have emerged as a paradigm of authentic and transparent communication. However, the intensified use of this form of paid promotion has led to a decline in consumer trust in influencers - in their opinions and recommendations.
In response to your question, brands can only build credibility through truthful, open and consistent communication with consumers over the long term. This requires a combination of various communication tools and media,
BRANDS CAN ONLY BUILD CREDIBILITY THROUGH TRUTHFUL
AND TRANSPARENT COMMUNICATION WITH CONSUMERS, MAINTAINING CONSISTENCY OVER THE LONG TERM. THIS REQUIRES A COMBINATION OF VARIOUS COMMUNICATIONS TOOLS AND MEDIA, WITH A STRONG EMPHASIS ON CONTENT THAT ADHERES TO ETHICAL BUSINESS PRINCIPLES
relevant media content, adapting it to their audience with remarkable efficiency.
We are witnessing a growing crisis of trust in institutions, corporations and even marketing. How can brands build credibility in such an era of consumer scepticism? Are authenticity and transparency becoming key factors in effective marketing communication?
— Scepticism – and even outright negative perceptions of advertising – is nothing new. As I’ve mentioned previously, consumers distinguish between personal and commercial content, and they tend to trust personal messages more. Advertising and sponsorship are classic examples of commercial communication, which is why advertisers have always sought alternative strategies to enhance the word-of-mouth effect.
with a particular focus on content that adheres to ethical business principles.
Inflation, rising prices and economic uncertainty continue to influence consumer behaviour worldwide. How have these changes impacted marketing strategies? Are we seeing a tendency towards downtrading (consumers choosing cheaper alternatives) or growth of luxury consumption in certain segments?
— There is growing resistance to corporations globally, which is also linked to increasing awareness of rising global inequality. Inflation, rising prices and economic uncertainty inevitably influence consumer decision-making, affecting the products they buy and how they allocate their budgets.
Price sensitivity, however, is driven by multiple factors and is
not a universal phenomenon – it varies across different products and consumer segments. If we generalise, we can observe that consumers in Serbia and neighbouring countries have been opting
boycotts of retailers, which – unlike similar attempts in past decades – are yielding far greater results today.
For example, a recent boycott in Croatia resulted in a more
A NEW MOVEMENT IS EMERGING AMONG CONSUMERS, DRIVEN BY HEIGHTENED CONSUMER ACTIVISM, WHERE BOYCOTTS OF RETAILERS ARE BEING ORGANISED. UNLIKE SIMILAR ATTEMPTS IN PAST DECADES, THESE ACTIONS ARE YIELDING FAR GREATER RESULTS TODAY
increasingly for cheaper alternatives to products they usually buy.
What I find particularly interesting, however, is the rise of a new consumer movement driven by increased consumer activism. We are now witnessing organised
ESG (Environmental, Social and Governance) initiatives are becoming a central topic in corporate business. Is green marketing still a valuable tool for brands or have consumers developed an immunity to sustainability messaging? How can companies avoid greenwashing and create campaigns that consumers perceive as genuine?
— Green marketing is a subset of socially responsible marketing and its significance grows in parallel with increasing consumer awareness of the need to protect the environment and broader social values.
Returning to the topic of consumer activism, it is important to note that today’s consumers are more aware and more willing than ever to penalise companies and brands that fail to uphold accepted social values and ethical norms.
This includes the poor treatment of employees, unethical practices pertaining to animals, environmental neglect, or discrimination against specific social groups. In this sense, socially responsible marketing has become a necessity for companies that aim to survive and maintain their reputations.
However, problems arise when companies exploit sustainability narratives merely to enhance their public image, cover up questionable business practices or promote products in industries where direct advertising is restricted – such as in the gambling sector.
than 50% drop in issued receipts in just one day. Similar boycotts have been announced in Slovenia and seem likely to spread to other countries in the region, including Bosnia and Herzegovina, Montenegro and Serbia.
In such cases, this is not genuine corporate responsibility or a sincere commitment to ESG principles, but rather falls under the category of greenwashing, a practice aimed at whitewashing the reputation of companies that fundamentally operate unethically.
This deception is impossible to hide, as consumers quickly recognise and punish insincere efforts— whether through boycotts, negative publicity or reduced brand loyalty.
MESSAGES NOW ARRIVE IN REAL TIME
Henkel is a global company that has numerous brands striving to meet consumer expectations. That’s why the company strives to keep pace with all communications trends and to align with the challenges of the media world
JELENA GAVRILOVIĆ ŠARENAC Head of Corporate Communications at Henkel Serbia and Henkel Adria
igital media tools have brought major transformation in terms of speed, transparency, simplicity, accessibility, responsiveness and connectivity, says Henkel’s Jelena Gavrilović Šarenac, with whom we discussed all the challenges and advantages of modern communication, and the ways Henkel Serbia and Henkel Adria engage with the public and their consumers.
DYou are the Head of Corporate Communications at a large international company, which is a position that carries significant weight and responsibility. How different is your job today compared to that of a corporate communications leader in previous times?
— The main difference is the speed and ease with which we can now access information or reach a spokesperson, primarily thanks to digital communications. Information exchange happens very quickly and dynamically, with an expectation that everything will be completed in real time. It is often said that time has accelerated and there is now an increasing expectation for innovation while managing numerous diverse tasks. Communication is now an imperative for businesses and existence itself – if you aren’t available on social media channels, it is as though you don’t exist.
Perhaps the biggest challenge is the capacity of AI and the human ability to interact with it. It is said that AI won’t replace human communicators, but that
the quality of communicators’ work will be measured by how effectively they use AI. Despite all these changes, I always emphasise teamwork and strong collaboration with colleagues, which remains my top priority.
Strategic communication is undoubtedly the key to successful operations for all companies. It requires aligning topics and priorities with other departments, as well as long-term planning of all activities. How do you approach this?
— Long-term planning is extremely important, as it helps create a vision and framework for executing tasks. Such plans are developed in a detailed and careful manner. A long-term strategy provides an overview of the entire business year, which is why I approach planning with enthusiasm, energy, a positive mindset and a high level of focus and dedication.
However, no matter how solid our longterm plans are, we must always be ready to
COMMUNICATION IS A BUSINESS IMPERATIVE TODAY—IF YOU AREN’T PRESENT ON SOCIAL MEDIA, YOU MIGHT AS WELL NOT EXIST
react quickly and adapt on the go, as things are happening ever more quickly. At our company, we have the Henkel corporate brand, as well as dozens of well-known and strong brands like Persil, Schwarzkopf, Ceresit and Loctite. Aligning topics and priorities can sometimes be challenging, but that’s when good planning and excellent collaboration with colleagues come into play, allowing us to jointly execute projects successfully.
Digital media tools provide not only speed, but also creativity, interactivity and the ability to communicate the right messages about your brands and their innovations. How do you approach this?
— It is often said today that every person can be a media channel, and we know that the media has always been considered the “seventh power”. Digital media tools have brought major changes in terms of speed, transparency, simplicity, accessibility, responsiveness and connectivity. All messages now move between the analogue and digital worlds, and target audiences can be reached through both traditional and digital media. Depending on the channel used, there are specific expectations that we must meet.
When it comes to our brands, we care about ensuring that timely and accurate information reaches our consumers. Year after year, we see a trend of stronger advertising in online media, but this doesn’t diminish the importance of traditional media.
rom day one, UM has set industry standards with its creative ideas, strategic approach and dedication to clients’ interests, particularly in the digital space, as we discovered in this interview for CorD Magazine.
FAt UM, you nurture partnerships as personal connections, which has proven to be a successful approach. Why is that?
— Caring for our clients means solving the real challenges confronting them. This is why we invest continuously in knowledge and people – not only in terms of keeping pace with technological advances, but also in applying new creative approaches.
The evolution of technology creates new opportunities, and we embrace that evolution by transforming our tools and strategic processes, which helps us navigate the complexity of the environment and its impact on brands. Thanks to modern tools, our contribution to client results is becoming increasingly trackable and measurable.
We believe that the key to lasting partnerships lies in understanding the priorities and needs of our clients. We take a unique and comprehensive approach to every project, treating each client individually to create a collaboration model that best supports their business growth.
From the very establishing of a partnership, we structure our teams, processes and communication lines to align with the way our clients’ teams are organ-
TECHNOLOGY CANNOT REPLACE HUMANS
In today’s era of digital connectivity and rapid content sharing, the latest technological leap will have far-reaching implications for both our industry and our lives. My colleagues and I are ready for what the future of communications holds ~ Aleksandar Đorđević
ALEKSANDAR ĐORĐEVIĆ
SEE Regional Chief Strategy Officer at UM
ised. For clients who are presenting their brands and products across regional, European and global markets, we offer full support through our agency network and local teams. We also assist in situations where clients lack the capacity to handle complex communication challenges and the fast-paced nature of modern media.
Do you think digital tools are redefining communications and that changes are happening too fast? Are those who say we should “expect the unexpected” exaggerating?
— Digital technologies will undoubtedly continue to reshape the advertising, marketing and communications industries. The idea of “expecting the unexpected” is a way to acknowledge how unpredictable the pace of development has become.
TAKE A UNIQUE
Previous technological phases were relatively easy to predict, because the innovations driving them followed a linear progression. However, the emergence of generative artificial intelligence—which can learn and apply itself in countless ways— has made it clear that we are on the brink of an era filled with extraordinary possibilities, but also significant challenges. Digital technologies support us, but they can never replace human creativity. That’s why they won’t be able to fully replace humans – at least not in the near future.
You emphasise ethical standards, the social impact of advertising, transparency and responsible messaging—how do you ensure this in practice?
— Ethics in advertising are crucial for any organisation that seeks to be respected on the market. We were also actively involved in establishing the national self-regulatory body for ethical standards in advertising, which we continue to support with the aim of it becoming an active and influential authority.
In digital media, aside from ensuring legality and ethical responsibility, one of the biggest challenges is media environment safety. If boundaries and contexts aren’t clearly defined in advance, there is a risk that a brand’s communication could appear in an unsafe media environment. Brand safety is one of the most critical aspects of ethical advertising in today’s digital age.
CHALLENGES DEFINE US
Our philosophy is a personalised approach tailored to the specific needs and challenges of each client. Our goal isn’t to merely meet expectations, but to exceed them ~ Marija Čortan
Whether crafting a campaign that triggers an emotional response or redefining the way a brand communicates, the DRV mission is clear: to deliver solutions that inspire, engage and have a lasting impression. Speaking for our magazine, DRV Managing Director Marija Čortan shares her insights into how and why her company pushes boundaries for both its clients and the industry as a whole.
If your agency had to be described in a single word, it would be “challenger”, as you challenge others with your creativity, solutions and projects. Would you agree?
— Absolutely! As a challenger agency, DRV refuses to settle for the status quo— we strive to push the boundaries with our creative solutions, not just for our clients, but for the industry as a whole. Being a challenger isn’t just about being bold; it’s about being persistent, thorough in research, analytical, and with a deep understanding of the market.
Our strength lies in the fusion of creativity, strategy and technology— but also, and most importantly, in our people. Our team is a driving force that takes the extra step, recognises potential where others don’t, and transforms challenges into opportunities. Our goal is to bring the inspiration from our work culture into every brand and campaign, creating stories that not only capture attention, but have a lasting impact.
MARIJA ČORTAN
Managing Director, DRV
Your offer includes full service solution for clients. What does that entail and how do you approach projects?
— Our comprehensive solutions integrate all aspects of marketing—from market research, strategic planning and creative campaign development, to execution across digital and traditional communication channels. In every pro -
OUR GOAL IS TO BRING THE INSPIRATION FROM OUR WORK CULTURE INTO EVERY BRAND AND CAMPAIGN, CREATING STORIES THAT NOT ONLY CAPTURE ATTENTION, BUT HAVE A LASTING IMPACT
ject, we strive to combine deep market and brand understanding, innovative creative ideas and cutting-edge technology to achieve measurable, longterm results.
We love working with clients who see us as partners, who believe in the power of innovation and are open to exploring new approaches. Such collaborations inspire us to bring out the best in every project and push the boundaries of our industry together.
You believe that the best ideas come from stepping into the challenge zone, where creativity makes the difference between average and exceptional. Why?
— The best ideas undoubtedly emerge when we step out of our comfort zones. Challenges define us and drive us to be better. Creativity isn’t just a visual tool; it is a core value that enables us to solve real problems for clients and to achieve tangible results.
It is precisely this willingness to step into the unknown – whether through the innovative use of technology, groundbreaking strategies, or narratives that shift perceptions – that separates ordinary campaigns from extraordinary ones.
Is there a risk that artificial intelligence and automation could undermine brand creativity and authenticity?
— Technology is a means, not an end and its impact depends on how we use it. AI and automation offer tremendous possibilities, but only when combined with human intuition, empathy and creativity.
Our view is that technology should free up space for creativity by eliminating repetitive tasks and allowing us to focus on ideas that have an emotional and strategic impact. Of course, uncontrolled automation risks stripping campaigns of their soul, but that’s not a problem with technology itself—it’s about how we use it. At DRV, we see technology as a partner in the creative process, not as a replacement for human ingenuity.
espite changes, journalism and communications remain inseparable. Media outlets continue to rely on additional sources of information, while PR depends on stable channels to disseminate news. This is emphasized by our interviewee, a journalist and the founder and director of both a traditional PR agency and a digital agency, who possesses extensive communications expertise.
DAre you surprised by the speed at which your industry is evolving? What does your experience tell you about the future of PR?
— I have nearly 35 years of active work behind me, half of it in journalism and half in PR, which is why I continue to closely monitor developments in both fields. There is a strong bond between them that remains unbroken, but this is not the only element that should be immune to change. The first is the truthfulness of the information you share. Unfortunately, this is often disregarded, as if the PR code of ethics is being forgotten, particularly in dealings with the influential public and in political PR, which includes fake news, out-of-context quotes and falsehoods spread deliberately.
The second crucial aspect is the clarity of the message, while the third is a strong, innovative idea that must extend beyond routine practices. What is subject to change are
TRUTH OVER TRENDS
Communication experts have to pay close attention to target groups and the interests of those groups, to ensure their messages are formulated clearly, delivered appropriately, and reach the right audience
MARINA GRIHOVIĆ
Founder and Director of PR and Media Consulting Agency Headline and Digital Communications Agency DKIT
the tools we use and the channels through which we deliver truthful and clear messages, packaged in great ideas.
This brings me to believe that PR will continue to thrive because the art of communication is becoming increasingly important, both professionally and personally. Those who can recognise the right moment and choose the best channels will prevail in PR—be it daily newspapers or a TikTok influencer. Our role is to prepare and tailor content for both.
How connected are digital communications, which have growing influence, with traditional communications that remain irreplaceable?
— They are deeply connected. For instance, I’m giving yet another traditional interview to a classic print medium like yours, but I also expect to see it featured on your digital platforms. Likewise, you expect us at the agency to share it on ours. Digital communications have opened new doors for traditional media and accelerated their processes. Press releases, analyses and interviews still exist, but we are shifting focus
“CUSTOMERS” ARE INCREASINGLY PRESENT ON DIGITAL CHANNELS, BUT THE EMERGING TREND IS PRECISE TARGETING AND MORE DIRECT COMMUNICATION WITH THEM
from longer formats to quicker ones facilitated by our devices and platforms.
Of course, communication experts must consider their target audiences and what they follow. “Customers” are increasingly present on digital channels, but the emerging trend is precise targeting and more direct communication with them. This creates more opportunities to be specific and to deliver messages to the right recipients.
Numerous experiences from the developed world suggest that artificial intelligence is like fire—a good servant, but a poor master. What’s your perspective on this?
— I still can’t gauge how much change AI will bring to our daily lives and profession. For now, it helps and speeds up processes, but I believe that AI should be used by experienced professionals who are able to utilise it as an assistant and correct its mis takes or overly artificial outcomes. After all, the first computers were a marvel to some generations, who feared them. It’s better to accept its existence and harness it in the best possible way.
Along with two other women from Serbia, you are a recipient of the PRO PR Globe People Achievement Award. Congratulations! Could you tell us more about the award and what it means to you?
— I honestly don’t like to boast, but I must emphasise that I was nominated by my colleagues, and PRO PR is truly an award given by peers to peers… and that makes me immensely proud.
SIMPLE LANGUAGE RESONATES BEST
Effective communication plays a crucial role in raising awareness about insurance, but the success of the industry additionally depends on economic stability, offering highquality products, and the skills of insurance agents
NATAŠA ĐURĐEVIĆ
Head of Corporate Communications Department, Generali Srbija
Our interlocutor, Ms Natasa Đurđević, likes to say that all employees are responsible for good corporate communication, representing their company in both work and private environments, and that they should all be the best PRs and ambassadors of Generali Osiguranje. And judging by this insurance company’s results, they are all succeeding in this endeavour.
Does the constant evolution of corporate communications require your continuous adaptation and keeping up with trends?
— Corporate communications are evolving rapidly, driven largely by the rise of social media and Artificial Intelligence. While the core messages that matter to clients and other stakeholders remain the same for the most part, the way companies communicate these messages, the tools and channels they use, have changed significantly.
Audiences now prefer short, more direct and engaging content, free of corporate jargon, over lengthy corporate statements. Simple, clear language, visuals and video storytelling resonate far more than traditional text-heavy formats. Social Media platforms and AI-powered tools have also reshaped the dynamics of communications, enabling companies to personalise interactions, respond in real-time and create more targeted content and engagement with stakeholders.
Has effective communication helped raise public awareness in our country regarding the risks and importance of insurance?
— Effective communication plays a crucial role in raising awareness about insurance, but that is only one part of the equation. Economic stability and people’s income levels have a significant influence over their ability to invest in insurance. Additionally, the success of the industry depends on offering high-quality products that truly meet people’s needs, as well as the skills of insurance agents. In the insurance industry, perhaps more than in other industries, corporate communications and marketing departments, and the campaigns they launch, aren’t only responsible for building company reputation and gaining the trust of clients and stakeholders, but also for increasing awareness of insurance generally.
When it comes to selecting products or jobs, are people today increasing-
AUDIENCES NOW PREFER SHORT, MORE DIRECT AND ENGAGING CONTENT, FREE OF CORPORATE JARGON, OVER LENGTHY CORPORATE STATEMENTS
ly choosing socially responsible companies and those that have a clear sustainable business policy?
— We are proud and happy that we are recognised as a company that contributes strategically to the wellbeing of Serbian society. Generali Osiguranje Serbia, as part of the Generali Group, believes that sustainable growth is only possible if society progresses. That’s the very reason that we strategically and methodically integrate CSR activities and ESG principles into our operations.
Our approach is based on four key roles: responsible insurer, responsible investor, responsible employer and responsible citizen. One of the brightest examples of our corporate responsibility is The Human Safety Net programme, which focuses on supporting families with children aged up to six. We have been implementing this programme in Serbia since 2018, in collaboration with the Novak Đoković Foundation, through the “Support, Not Perfection” programme, which includes workshops for parents. As part of this initiative, we have opened 15 parent centres across Serbia and equipped three sensory rooms. By June 2024, the programme had reached 3,800 parents and made a direct or indirect impact on 5,700 children.
We demonstrate through our initiatives that corporate responsibility can have a direct and positive impact on society. We aim to inspire our people, other companies and our clients to become part of the change.
KEYS TO SUCCESS
TEAMWORK, LIFELONG LEARNING AND NETWORKING
Smart Vision is a full-service agency powered by a team of outstanding public relations experts, exceptional event organisers, designers and digital professionals. Their collective expertise enables the agency to proudly uphold its full-service reputation. Optimistic, creative, and dedicated to exploring new frontiers, says Bojana Stanković
BOJANA STANKOVIĆ Head of Communications, Smart Vision
s the communications director of Smart Vision—a full-service agency connecting Belgrade, Zagreb and Dubai—Stanković is also the ambassador of the Woman.Comm Club in Serbia and a recipient of multiple prestigious awards. She emphasises that success is always a result of teamwork, courage and lifelong learning. Speaking in this interview, she shares insights into industry trends, AI, the role of women in communications and the future of the profession.
ASmart Vision celebrates 18 years of success this year. How would you describe this journey?
— Smart Vision is marking its 18th anniversary—a coming-of-age milestone in every sense! Over nearly two decades, we have grown to become one of Serbia’s most recognised full-service agencies, forging strong, long-term relationships with our clients. We have become their allies and partners throughout the process. Each project has been an opportunity to learn, grow and elevate the industry. Our team is the heart of the agency—passionate professionals who inspire and deliver results. We are proud of everything we’ve achieved and excited for what lies ahead.
Last year, you won three prestigious awards for your collaboration with NDF.
— Winning the Golden IPRA Award, also known as the PR Oscar, highlights the power of strategic communication,
particularly when PR activities align with broader social issues. Our project with NDF was both exciting and challenging, allowing us to create a campaign that captured significant attention and had a major impact. Based on in-depth research and empathy, it aimed not only to inform, but also to inspire and drive change in the way organisations communicate with their com-
AWARDS ARE A GREAT HONOUR, BUT ALSO A RESPONSIBILITY. THEY REMIND ME OF THE IMPORTANCE OF CONTINUOUS LEARNING AND ADAPTATION IN OUR FASTCHANGING
Belgrade hosted last year’s PR Oscars. How significant was that event?
INDUSTRY
munities. After this international recognition, we also received the regional bronze “the!” Award from the Croatian Public Relations Association, as well as the national “Campaigns with a Purpose 2024” award in the social category. These prestigious accolades motivate us to push boundaries and be even more creative, and to take bolder steps in our future projects.
— The prestigious IPRA Golden World Awards (GWA), presented by the International Public Relations Association, were held in Belgrade in October 2024. As the only Serbian recipient of an award for our NDF project, we were honoured with the responsibility of organising this prestigious event, which made us especially proud. The event brought together leading communication and PR professionals from around the world to recognise campaigns that stood out for their innovation, professionalism and community impact. More than 80 prestigious IPRA Golden Awards were presented to agencies from Japan, Singapore, Turkey, Romania, Nigeria, Croatia and many other countries. It was a truly significant event for our entire industry. Given this remarkable gathering of global experts, we took
the opportunity to steer discussions towards critical topics by organising the PR Summit titled “Trust is a PRiority”, which focused on AI’s impact on PR, with a special emphasis on ethical standards.
What were the event’s key takeaways?
How do new trends and AI influence PR professionals?
— AI is no longer a novelty—it is already an integral part of our daily professional lives. It was emphasised at the summit that AI is profoundly shaping the PR industry and will only continue to do so. The challenge lies in striking the right balance between automation and human expertise. While AI significantly enhances efficiency and analytics, we must remember that PR is about building relationships, storytelling and fostering trust—things that machines cannot replicate.
I personally view AI as a tool that enhances our work, but not as a replacement for the creativity and emotional intelligence that define the PR industry. We are entering an exciting era, and those who embrace AI as a strategic partner will be the ones leading the industry forward.
Last year was marked by prestigious awards for you, including the Woman.Comm of the Year 2024 Special Star and Agency Star, which you personally received. What do these accolades mean to you?
— These awards are not only a great honour for my work, but also a significant responsibility. They remind me of the im-
portance of continuous learning and adaptation in this era of rapid changes in our industry. At the same time, they provide motivation to keep pushing forward, to be a better leader, mentor and collaborator, and to reinforce the importance of teamwork and unity.
The Woman.Comm of the Year – Agency Star award is not just the result of one person—myself—but of my entire team. It
I
BELIEVE THAT REGIONAL INTEGRATION IN THE CREATIVE INDUSTRIES IS ESSENTIAL FOR DEVELOPMENT, LONG-TERM SUSTAINABILITY AND SUCCESS
strengthens our agency and confirms that we are on the right track. Our strength lies in unity, and that is what drives us forward.
On the other hand, the Woman.Comm of the Year – Special Star is a truly unique recognition that celebrates efforts to improve both communication and the position of women in our profession. I am grateful for the trust placed in me and look forward to representing our Woman.Comm community at the Women’s Forum in Paris this year, where we will exchange ideas and inspire one another.
What motivated you to become one of the founders of the IPRA ABA Chapter, and what was the goal of this initiative?
— There was a clear need for a platform that would enable collaboration, knowledge sharing and professional development for PR professionals around the region. The establishment of the IPRA Alpe Balkan Adria Chapter was a natural step towards achieving this goal. Our aim is to set new standards, create development opportunities and establish a unified voice for our industry to which we all contribute.
We additionally seek to improve professional standards and practices in public relations, raise awareness of the importance of ethics and professionalism in communication, and enhance the reputation of our profession in society. Through the IPRA ABA Chapter, we aim to inspire and motivate our members to strive for excellence and innovation in their work.
Do you believe that regional integration in the creative industries is key to development, long-term sustainability and success?
— Absolutely! I firmly believe that regional integration is crucial for the development, long-term sustainability and success of the creative industries.
Regional collaboration creates opportunities for joint projects, initiatives and events that can positively impact the entire industry. By working together, we can better understand the specific needs and challenges of different markets, allowing us to develop innovative approaches and solutions.
Moreover, connecting with creative professionals and agencies across the region helps build a stronger, more resilient industry, capable of responding effectively to future challenges. Exchanges of resources, talent and knowledge contribute to the growth and advancement of the sector, opening up new opportunities for professional development and progress.
By fostering these connections, we create greater possibilities and opportunities, while laying the foundations for long-term success and sustainable industry growth. This also enhances our competitiveness on the global market. My outstanding experiences in regional collaborations and joint projects with colleagues across the region serve as proof of this.
SUSTAINABLE ADVERTISING MATTERS
As digital advertising evolves, sustainability becomes a core focus. Brands must balance innovation with environmental responsibility, adopting practices that reduce their ecological footprint while delivering impactful campaigns
The advertising industry, once solely focused on capturing attention, now faces the urgent challenge of reducing its environmental impact. With the global digital advertising market projected to reach $786 billion by 2026, the carbon footprint of this sector cannot be ignored. Every digital ad, from its creation to its delivery, consumes energy – from servers hosting ad platforms to devices used by end-users.
Recent studies reveal that a single digital ad campaign can produce the equivalent of several tonnes of CO2 emissions, particularly when using data-heavy formats like video. For instance, streaming 10 minutes of online video generates around one gram of CO2, a figure that grows exponentially across billions of impressions.
STEPS TOWARD SUSTAINABILITY
To combat this, brands and agencies are turning to sustainable advertising practices, focusing on reducing energy consump-
tion and optimising resources. Here are some strategies shaping this shift:
1. Lighter Ad Formats: Platforms like NEXD advocate for ad designs that minimise data usage without sacrificing creativity. HTML5-based ads, for example, load faster, consume less energy, and offer the same visual impact as heavier formats.
2. Energy-Efficient Hosting: Hosting campaigns on servers powered by renewable energy significantly reduces the carbon footprint of ads. Companies like Google and Microsoft are already adopting green data centres to power their platforms.
3. Smarter Targeting: By reducing unnecessary ad impressions and focusing on precision targeting, brands can decrease wasted energy spent on reaching non-relevant audiences.
4. Measurement and Accountability: Tools like carbon calculators for digital campaigns allow advertisers to measure
SUSTAINABLE ADVERTISING IS NOT JUST A TREND –IT’S THE FUTURE OF RESPONSIBLE AND EFFECTIVE
MARKETING
emissions and implement data-driven strategies for improvement.
Adopting sustainable practices is not just an ethical imperative; it also makes good business sense. Consumers increasingly prefer brands that align with their values. A 2022 Nielsen report found that 78% of global consumers are more likely to purchase from brands that demonstrate environmental responsibility.
Moreover, regulatory pressures are mounting. In the EU, new frameworks such as the Green Deal are pushing industries to adopt environmentally friendly practices, including advertising. By acting now, brands can stay ahead of these changes while positioning themselves as leaders in sustainability.
Transitioning to sustainable advertising does come with challenges. Imple-
menting eco-friendly solutions may initially increase costs or require technological upgrades. However, these investments often pay off in the long term through increased consumer loyalty, operational efficiencies, and enhanced brand reputation.
Furthermore, collaboration across the industry is essential. Agencies, tech platforms, and advertisers must work together to establish standardised practices and share innovative solutions.
Sustainable advertising is more than a fleeting trend; it represents the future of marketing. As digital campaigns continue to expand, so too does the responsibility of advertisers to reduce their environmental impact. Brands that embrace this shift early will not only contribute to a greener planet but also build deeper trust with eco-conscious audiences.
The question is no longer whether to adopt sustainable advertising practices, but how quickly your brand can adapt to this new standard.
PRINT ADVERTISING REINVENTED IN 2024
As digital fatigue rises, print advertising is finding new ways to captivate audiences—bridging the gap between the physical and digital worlds. The future of print isn’t about survival; it’s about reinvention
Print advertising has evolved for centuries, proving its resilience and effectiveness. Even in the digital era, it continues to engage audiences in unique ways. Here’s how print is adapting in 2024:
BLENDING PRINT & DIGITAL
Hybrid advertising is on the rise, integrating QR codes, augmented reality (AR), and digital tracking tools. Brands like L’Oréal successfully merge print with digital by adding QR codes to magazine ads, directing consumers to personalised content and product pages. Studies show that combining print and email ads can boost sales by 49%.
INTERACTIVE PRINT ADS
Traditional static ads are being replaced with dynamic experiences. Marketers are embed-
ding NFC tags, conductive inks, and interactive elements that invite consumers to engage, share, and explore. Brands like Peugeot, C&A, and Carlsberg have turned print ads into punchable airbags, and even beer bottle openers.
AUGMENTED REALITY (AR) IN PRINT
AR is revolutionising print by transforming newspapers, brochures, and packaging into immersive experiences. From gamified storytelling to interactive product demos, brands are enhancing consumer engagement. Research shows experiential marketing increases brand awareness by 333%.
As digital fatigue rises, print advertising is finding new ways to captivate audiences—bridging the gap between the physical and digital worlds. The future of print isn’t about survival; it’s about reinvention.
Penguin Books employed a clever print advertisement to showcase its audiobooks. The campaign features illustrations of three literary giants – William Shakespeare, Mark Twain, and Oscar Wilde – transformed into headphones, allowing them to whisper directly into the ears of their audience. Created by the team at McCann India, this campaign earned a prestigious Gold Press Lion at the Cannes International Festival of Creativity.